Tourism in the Metro East region of Illinois produced an estimated $1.48 billion economic impact in 2025, a $79 million increase compared to 2024, according to the Great Rivers and Routes Tourism Bureau. The sector supported 9,823 jobs and generated approximately $384.6 million in labor income across the region, alongside $54.1 million in local tax revenue.
County-Level Economic Impact and Visitor Spending in Southwest Illinois
Within the six-county Great Rivers and Routes region, direct visitor spending totaled $855.5 million in 2025. Madison County led with $548 million in direct spending, followed by Montgomery County at $125.4 million and Jersey County at $83.7 million. Total economic impact by county showed
Madison County at $953.1 million, Montgomery County at $214.1 million, and Jersey County at $140.4 million. Additional counties included Macoupin with $99.1 million, Calhoun at $48.4 million, and Greene County generating $24.3 million in economic impact.
Illinois Statewide Tourism Growth and Revenue in 2025
Statewide, Illinois tourism reached a record $88 billion economic impact in 2025, attracting an estimated 115 million domestic and international visitors. Visitor spending grew by 3.5% to a total of $50.2 billion. Tourism generated $4.9 billion in direct state and local tax revenue, including a record $372 million from hotel tax collections. The state’s “Middle of Everything” tourism campaign contributed 2.78 million additional trips
and $904 million in visitor spending during 2025.
Marketing Initiatives Fueling Tourism Growth in Southwest Illinois
The Great Rivers and Routes Tourism Bureau attributed the region’s $79 million growth to investments in destination marketing, including the “Where the Mother Road Meets the River Road” campaign promoting Route 66 and the Meeting of the Great Rivers National Scenic Byway. Outdoor recreation, sports tourism, and arts and entertainment remain key initiatives. The centennial celebration of Route 66 in 2026 is expected to increase national and international tourism interest in Southwest Illinois.
Official Statements on Tourism Economic Impact
Cory Jobe, president and CEO of the Great Rivers and Routes Tourism Bureau, described the $79 million increase as
“significant for southwest Illinois,” stating it supports businesses, jobs, and communities and demonstrates why continued investment in tourism marketing and destination development matters. Governor JB Pritzker said Illinois’ growing tourism sector “supports local businesses, creates jobs, and strengthens our economy while showcasing the incredible people, places and experiences that make Illinois a world-class destination.” Jobe added, “Route 66 and the Great River Road get people interested in the destination. Our goal is to then get those visitors exploring more communities, experiencing more attractions, staying longer and coming back again. That is how destination marketing translates into economic impact.”
