Tourism in the Metro East region of Illinois produced an estimated $1.48 billion in economic impact in 2025, marking a $79 million increase from 2024, according to the Great Rivers and Routes Tourism Bureau. The six-county area’s growth reflects rising contributions to local businesses and communities in southwest Illinois.
Employment and Tax Revenues from Tourism in Metro East
The tourism sector supported 9,823 jobs locally in 2025, generating $384.6 million in labor income, up from $362.6 million in 2024, representing a 6.1% rise. Additionally, tourism production yielded $54.1 million in local tax revenue for the region, an increase of $2.5 million or 4.8% compared to the previous year.
Visitor Spending and Economic Impact by County
Direct
visitor spending across the six counties reached $855.5 million in 2025, bolstering hotels, restaurants, attractions, and retail businesses. Madison County accounted for the largest share at $548 million, followed by Montgomery County with $125.4 million, and Jersey County at $83.7 million.
Economic impact figures by county showed Madison County leading with $953.1 million, Montgomery County at $214.1 million, Jersey County contributing $140.4 million, Macoupin County at $99.1 million, Calhoun County with $48.4 million, and Greene County recording $24.3 million.
Statewide Illinois Tourism Figures and Campaigns
The Illinois Department of Commerce and Economic Opportunity reported statewide tourism economic impact reached $88 billion in 2025 with 115 million
visitors. Visitor spending increased 3.5% year-over-year to $50.2 billion, surpassing $50 billion for the first time. Tourism also generated $4.9 billion in direct state and local tax revenue.
The state’s “Middle of Everything” tourism campaign drove 2.78 million additional trips and $904 million in visitor spending in 2025. The Illinois lodging industry set a record by generating $372 million in hotel tax revenue.
Marketing Initiatives and Route 66 Centennial
The Great Rivers and Routes Tourism Bureau promoted the region through the “Where the Mother Road Meets the River Road” campaign, focusing on Route 66 and the Meeting of the Great Rivers National Scenic Byway. Cory Jobe,
president and CEO of the bureau, emphasized that the campaign helps differentiate southwest Illinois in the tourism market by encouraging visitors to explore further and stay longer.
Route 66’s upcoming 100th anniversary in 2026 is expected to attract increased national and international visitors to the region, leveraging one of the area’s key tourism assets.
Broader Economic Contributions of Tourism
Cory Jobe highlighted that the $79 million rise in tourism economic impact supports local businesses, jobs, and community services. The sector supported 6,496 jobs directly from visitor spending in 2025. Tourism generated approximately $65 million in state tax revenue across the six counties, supplementing local revenues
that fund essential public services.
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.” He added that tourism growth creates jobs and strengthens the economy while showcasing Illinois as a world-class destination.
