Tourism in Metro East and adjacent areas produced a $1.48 billion economic impact in 2025, an increase of $79 million from 2024, according to the Great Rivers and Routes Tourism Bureau. The sector supported 9,823 local jobs as visitor spending and associated economic activities expanded across the region.
County-Level Economic Contributions Across Metro East
Within the six-county area served by Great Rivers and Routes, direct visitor spending totaled $855.5 million in 2025. Madison County accounted for $548 million of this spending, the largest share among counties. Montgomery County recorded $125.4 million in visitor expenditures, followed by Jersey County with $83.7 million.
The total tourism economic impact
by county registered $953.1 million in Madison, $214.1 million in Montgomery, and $140.4 million in Jersey. Macoupin County’s impact was $99.1 million, Calhoun County $48.4 million, and Greene County $24.3 million in 2025.
Labor Income and Tax Revenue Generated by Tourism
Tourism generated $384.6 million in labor income locally in 2025, up 6.1% from $362.6 million in 2024. Local tax revenues from tourism increased by 4.8%, rising from $51.6 million in 2024 to $54.1 million in 2025. The industry directly supported 6,496 jobs through visitor spending across the six counties.
Statewide Tourism Impact in Illinois
The Illinois Department of Commerce and Economic Opportunity reported that tourism contributed an $88 billion economic impact statewide
in 2025. The state attracted approximately 115 million domestic and international visitors, who generated $50.2 billion in spending, a 3.5% increase from the previous year. Tourism activities produced $4.9 billion in direct state and local tax revenue in Illinois for 2025.
The state’s lodging sector also reached a record $372 million in hotel tax revenue, reflecting strong demand and economic activity.
Marketing Campaigns and Major Tourism Drivers
The Great Rivers and Routes Tourism Bureau led the regional “Where the Mother Road Meets the River Road” campaign, leveraging the centennial of Route 66 in 2026 and the Meeting of the Great Rivers National Scenic Byway as strategic
attractions. These marketing efforts focus on outdoor recreation, sports tourism, arts, and entertainment.
According to Cory Jobe, President and CEO of the bureau, the campaign helps differentiate southwest Illinois in a competitive market by attracting visitors to explore multiple communities, extend their stays, and increase repeat visits.
Official Statements on Tourism Growth and Economic Benefits
Cory Jobe emphasized the importance of tourism investment, saying, “An additional $79 million in tourism economic impact in one year is significant for southwest Illinois. It represents economic activity supporting businesses, jobs and communities throughout our region. It also demonstrates why continued investment in tourism marketing and destination development matters.”
Illinois Governor JB
Pritzker stated, “Illinois continues to attract visitors from across the country and around the world, delivering economic benefits that reach communities in every corner of our state. The growth of our tourism industry supports local businesses, creates jobs, and strengthens our economy while showcasing the incredible people, places and experiences that make Illinois a world-class destination.”
Tourism’s Role in Regional and State Economies
Tourism spending in Metro East supports a wide range of local businesses including hotels, restaurants, attractions, retailers, and outdoor recreation companies. The economic activity generated by visitors circulates through communities, sustaining jobs and contributing tax revenues that support public services.
Statewide, Illinois’ tourism sector
experienced record growth in 2025, with campaigns such as the state’s “Middle of Everything” initiative generating 2.78 million additional trips and $904 million in extra visitor spending. The Route 66 centennial event in 2026 is expected to further boost visitor interest in Southwest Illinois.
