Tourism activities in Metro East and southwest Illinois produced a total economic impact of $1.48 billion in 2025, marking a $79 million increase from the previous year, according to data from the Great Rivers and Routes Tourism Bureau.
Jobs supported by tourism in the region reached 9,823 in 2025. Labor income generated from the sector was $384.6 million, which is $22 million higher than in 2024. Of these jobs, 6,496 were directly supported by visitor spending within the six-county area.
Direct visitor spending in 2025 totaled $855.5 million across Madison, Montgomery, Jersey, Macoupin, Calhoun, and Greene counties. Madison County led
with $548 million in direct spending, followed by Montgomery County with $125.4 million, and Jersey County with $83.7 million.
Tourism tax revenues contributed $54.1 million at the local level and $65 million to state coffers in 2025. Local tax revenue grew by $2.5 million, a 4.8 percent increase compared to 2024.
Marketing campaigns and future tourism drivers
The Great Rivers and Routes Tourism Bureau advanced the “Where the Mother Road Meets the River Road” campaign to highlight Route 66 and the Meeting of the Great Rivers National Scenic Byway, aiming to attract more visitors to southwest Illinois. The approaching 100th anniversary of Route 66 in 2026
is expected to further boost tourist interest in the area.
Illinois statewide tourism context
Statewide, Illinois tourism generated $88 billion in economic impact from approximately 115 million visitors in 2025, an increase of 3.5 percent in visitor spending to $50.2 billion. The tourism sector produced $4.9 billion in direct state and local tax revenue. Additionally, the state’s “Middle of Everything” tourism campaign generated 2.78 million extra trips, accounting for $904 million in visitor spending during the year. Illinois’ lodging industry recorded a hotel tax revenue high of $372 million.
Official statements on tourism growth
Cory Jobe, president and CEO of the Great Rivers and Routes Tourism Bureau, said, “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.” He emphasized that the marketing campaign leveraging Route 66 and the Great River Road differentiates the region and encourages longer visits and repeat tourism.
Illinois Governor JB Pritzker remarked, “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.”
