Illinois Office of Tourism
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| Illinois Office of Tourism | |
|---|---|
| Name | Illinois Office of Tourism |
| Type | State agency |
| Formed | 1971 |
| Jurisdiction | Illinois |
| Headquarters | Springfield, Illinois |
| Chief1 position | Director |
| Parent agency | Illinois Department of Commerce and Economic Opportunity |
Illinois Office of Tourism is the state-level agency responsible for promoting travel to Illinois, including attractions in Chicago, Springfield, Illinois, and along the Great Lakes. The office markets destinations such as Navy Pier, Wrigley Field, Abraham Lincoln Presidential Library and Museum, and the Shawnee National Forest while coordinating with cultural institutions like the Art Institute of Chicago, Field Museum of Natural History, and Lyric Opera of Chicago. It serves as a liaison to festivals, museums, parks, and heritage sites including Taste of Chicago, Chicago Blues Festival, and Route 66 landmarks.
History
The office traces roots to mid-20th century tourism promotion efforts tied to events like the World's Columbian Exposition legacy and interstate highway development connected to Interstate 55 (Illinois), evolving through administrations such as those of Governor Richard Ogilvie, Governor James R. Thompson, and Governor Jim Edgar. It expanded programming after federal initiatives like the National Travel and Tourism Office formation and in response to crises exemplified by the September 11 attacks travel downturn and the COVID-19 pandemic in Illinois. Milestones include partnerships with cultural sites such as Lincoln Home National Historic Site, Frank Lloyd Wright Home and Studio, and preservation campaigns related to Chicago Water Tower and Pullman National Monument.
Organization and Leadership
The office operates within the Illinois Department of Commerce and Economic Opportunity framework, overseen by a director appointed by the Governor of Illinois. Leadership interacts with boards and commissions similar to those that guide institutions like the Illinois State Museum, Abraham Lincoln Presidential Library and Museum Commission, and statewide entities such as Illinois State Fair Authority. The organizational chart coordinates regional tourism directors, liaisons to major attractions like Shedd Aquarium, Brookfield Zoo, and Adler Planetarium, and staff working with events including the Chicago Marathon, Lollapalooza, and Ravinia Festival.
Programs and Initiatives
Programs include destination development, heritage tourism initiatives tied to Lincoln Log Cabin, agritourism around Shawnee Hills Wine Trail, and outdoor recreation promotion in areas like Starved Rock State Park, Matthiessen State Park, and the Lake Michigan shoreline. Initiatives support museums such as the DuSable Museum of African American History, performance venues like the Chicago Theatre, and historic districts including Old Town Triangle and Chicago Landmark Districts. The office also runs workforce development collaborations referencing entities such as Community College Districts of Illinois, hospitality training programs connected to University of Illinois at Urbana–Champaign extension, and film-location services that work with Chicago Film Office and productions shot at locations like Chicago Riverwalk.
Marketing and Advertising Campaigns
Campaigns have featured multimedia outreach using outlets like WGN-TV, NBC Chicago, Chicago Tribune, and digital platforms used by Visit Illinois initiatives. Slogans and taglines have targeted markets in partnership with sporting institutions such as Chicago Cubs, Chicago Bulls, and performance partnerships with Chicago Symphony Orchestra. Advertising has promoted attractions including Millennium Park, Cloud Gate, Magnificent Mile, and culinary destinations like Alinea, Giordano's, and Portillo's. Seasonal campaigns highlight events such as Chicago Air and Water Show, Chicago Auto Show, and winter festivals at Millennium Park Ice Rink.
Partnerships and Economic Impact
The office collaborates with regional tourism bureaus like Choose Chicago, county convention and visitors bureaus, hospitality associations such as the Illinois Hotel & Lodging Association, and business groups including the Chamber of Commerce of the United States affiliates. Partnerships extend to cultural institutions like Museum of Science and Industry (Chicago), educational entities such as Northern Illinois University, and federal partners including National Park Service for sites like Lincoln Home National Historic Site. Economic impact studies cite spending at venues like McCormick Place, performance halls like Auditorium Theatre of Roosevelt University, and tourist draws such as Six Flags Great America, generating tax revenue for statewide programs and supporting employment in sectors anchored by corporate events hosted by McCormick Place and conventions linked to Chicago Board of Trade history.
Funding and Budget
Funding sources include state appropriations through the Illinois General Assembly, grant programs similar to those administered to heritage sites like Gettysburg National Military Park (as model), tourism promotion taxes levied in municipalities such as Chicago, and cooperative marketing funds from partners like Choose Chicago and private-sector sponsors including event organizers for Taste of Chicago and Chicago Jazz Festival. Budget priorities allocate resources to advertising buys with media outlets, cooperative advertising with attractions like Shedd Aquarium, and grant disbursements supporting local festivals, training programs with institutions like City Colleges of Chicago, and infrastructure improvements near sites like Chicago Riverwalk.
Visitor Information and Services
The office maintains visitor centers and information resources for travelers to destinations including O'Hare International Airport, Midway International Airport, and regional gateways such as Rockford Airport. It provides maps, itineraries, and trip-planning tools for attractions like Route 66 Hall of Fame, wine trails near Galena, Illinois, cultural tours of Hyde Park, Chicago, and outdoor guides for Mississippi River shoreline recreation. Services coordinate with transportation providers such as Metra (commuter rail) and Chicago Transit Authority for visitor mobility, and works with hotel partners across regions from Naperville, Illinois to Champaign, Illinois to support conferences, sporting events, and cultural tourism.