Governor Pritzker Unveils $5 MIL Tourism Grant to Drive Visitor Growth

New Illinois tourism grants will be funding Route 66 projects around the state, including destination marketing and international visitor campaigns.

State Launches Three Tourism Grant Programs

Illinois is investing $5 million to strengthen tourism statewide, with Governor JB Pritzker and the Illinois Department of Commerce and Economic Opportunity (DCEO) announcing funding opportunities to attract visitors, preserve history, and support local economies.

As our vibrant tourism industry continues to support job creation and boost local economies, these grants will help communities attract even more visitors from near and far to Illinois. -Governor JB Pritzker

The funding includes $2 million for the Route 66 Grant Program, $1 million for the International Tourism Grant Program, and $2 million for the Tourism Marketing Partnership Grant Program.

Get our free mobile app

Eligible organizations can apply through a competitive Notice of Funding Opportunity (NOFO) process to support projects that increase visitation and promote Illinois attractions.

Route 66 Centennial Funding Targets Historic Corridor

A significant portion of the funding will support projects connected with the 100th anniversary of Route 66. The historic highway, designated in 1926, remains one of America's most recognizable roadways and a major tourism draw for communities along its path.

The Route 66 Grant Program will provide funding for projects that promote, preserve, develop, and educate visitors about attractions and historic assets located along the Illinois Route 66 corridor.

State officials view the centennial celebration as a major opportunity to attract travelers while preserving the road's cultural and economic legacy.

International Marketing and Local Tourism Promotion

The International Tourism Grant Program will focus on increasing overseas visitation through targeted marketing campaigns in key markets including Mexico, Canada, the United Kingdom, Ireland, Germany, Austria, Switzerland, India, and Japan.

According to the press release, the Tourism Marketing Partnership Grant Program will provide matching grants to help destinations, attractions, and event organizers market Illinois tourism experiences to both leisure and business travelers.

The goal is to increase visitation, boost overnight hotel stays, and generate additional spending in local communities.

'Middle of Everything' Campaign Delivers Billion-Dollar Impact

State officials point to the Illinois Office of Tourism's award-winning "Middle of Everything" campaign as evidence that tourism marketing investments can produce significant returns.

Since launching in 2022, the campaign has generated an estimated 2.4 million additional trips to Illinois and more than $1 billion in additional spending at hotels, restaurants, attractions, and small businesses, according to Longwoods International.

State data shows that every $1 invested in the campaign generated approximately $74 in visitor spending and $7 in state and local tax revenue.