The Metro East region of Illinois recorded a total economic impact of $1.48 billion from tourism activities in 2025, marking a $79 million increase from 2024, according to data from the Great Rivers and Routes Tourism Bureau. The six-county area includes Madison, Montgomery, Jersey, Macoupin, Calhoun, and Greene counties.
Tourism in Metro East supported 9,823 jobs in 2025 and generated $384.6 million in labor income, up from $362.6 million the previous year. Local tax revenues from tourism increased to $54.1 million, rising from $51.6 million in 2024.
Direct visitor spending across the six counties totaled an estimated $855.5 million in
2025, sustaining 6,496 jobs tied directly to tourism. Madison County led with $548 million in direct spending, followed by Montgomery County at $125.4 million and Jersey County at $83.7 million. The region’s total economic impact by county was $953.1 million for Madison, $214.1 million Montgomery, and $140.4 million Jersey.
The Great Rivers and Routes Tourism Bureau advances the “Where the Mother Road Meets the River Road” campaign to promote southwestern Illinois. This marketing effort leverages the historic Route 66 corridor and the Meeting of the Great Rivers National Scenic Byway. The approach aims to increase visitor engagement by encouraging exploration
beyond main attractions.
The significance of Route 66’s 100th anniversary in 2026 is expected to amplify national and international tourism interest in the region. Outdoor recreation, sports tourism, and arts and entertainment are additional focal points in regional promotional strategies.
Statewide, Illinois reported a record $88 billion economic impact from tourism in 2025, attracting approximately 115 million visitors. Visitor spending increased 3.5% to $50.2 billion, surpassing the $50 billion threshold for the first time. Tourism generated $4.9 billion in direct state and local tax revenues. The Illinois Department of Commerce and Economic Opportunity attributed part of this growth to the
“Middle of Everything” campaign, which accounted for an additional 2.78 million trips and $904 million in visitor spending that year. The state’s lodging industry collected a record $372 million in hotel tax revenue in 2025.
Cory Jobe, president and CEO of the Great Rivers and Routes Tourism Bureau, stated, “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.” 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.”
Illinois Governor JB Pritzker commented, “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.”
