FOR IMMEDIATE RELEASE
(Alton, IL – Sept. 8, 2026) Tourism continues to strengthen the southwest Illinois economy in 2025, generating nearly $1.48 billion in total economic impact – a $79 million year over year increase – in the six county Great Rivers & Routes region, according to newly released tourism economic impact data.

The tourism economy in Madison, Macoupin, Greene, Jersey, Calhoun and Montgomery counties grew from approximately $1.4 billion in 2024 to $1.479 billion in 2025, while supporting 9,823 jobs, generating $384.6 million in labor income and producing $54.1 million in local tax revenue.

“An additional $79 million in tourism economic impact in one year is significant for southwest Illinois,” said Cory Jobe, President and CEO of the Great Rivers & Routes Tourism Bureau. “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.”

In 2025, visitors directly spent an estimated $855.5 million throughout the six counties, supporting hotels, restaurants, attractions, retailers, outdoor recreation businesses and communities across the Great Rivers & Routes region. The 2025 county data show Madison County alone accounting for $548 million in direct spending, followed by Montgomery County at $125.4 million and Jersey County at $83.7 million.

The regional growth comes as Illinois celebrated a record-breaking year for tourism. Statewide tourism generated an estimated $88 billion in total economic impact in 2025, while direct visitor spending reached a record $50.2 billion.

Great Rivers & Routes has worked to capitalize on that momentum through sustained destination marketing and development, led by its “Where the Mother Road Meets the River Road” campaign.

Jobe said the continued growth reinforces the importance of investments in destination marketing and development as southwest Illinois capitalizes on its marketing campaigns which includes Route 66 and the Meeting of the Great Rivers National Scenic Byway. Outdoor recreation, sports tourism and arts and entertainment have also been strong marketing initiatives throughout the region.

“Where the Mother Road Meets the River Road gives us a powerful way to differentiate southwest Illinois in an increasingly competitive tourism marketplace,” Jobe said. “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.”

The strategy is especially significant as Route 66 celebrates its 100th anniversary in 2026, bringing increased national and international attention to one of southwest Illinois’ most important tourism assets.
The tourism economy supported 9,823 total jobs in 2025, up from approximately 9,600 jobs in 2024—an increase of more than 200 tourism-supported jobs.

Those jobs generated approximately $384.6 million in total labor income in 2025, compared with approximately $362.6 million in 2024. That represents an increase of approximately $22 million, or 6.1%, in tourism-supported wages and income.

The 2025 data also show 6,496 jobs directly supported by visitor spending throughout the six counties.
Tourism also delivered significant tax benefits in 2025, generating approximately $65 million in total state tax revenue and $54.1 million in total local tax revenue across the six-county region.
Local tax revenue increased from approximately $51.6 million in 2024 to $54.1 million in 2025—an increase of approximately $2.5 million, or 4.8%.

“These numbers show why tourism investment matters,” Jobe said. “Every new visitor creates economic activity that extends well beyond an attraction or hotel. That spending moves through our communities, supports jobs and small businesses, and generates tax revenue that helps fund local services.”

Madison County remained the region’s largest tourism economy with $953.1 million in total economic impact, followed by Montgomery County at $214.1 million, Jersey County at $140.4 million, Macoupin County at $99.1 million, Calhoun County at $48.4 million and Greene County at $24.3 million.

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(The Great Rivers & Routes Tourism Bureau is a certified Destination Marketing Organization serving Madison, Jersey, Calhoun, Macoupin, Montgomery and Greene counties and East St. Louis and the Village of Brooklyn in St. Clair County. The bureau is dedicated to educating visitors about the region by providing information regarding the area’s history, unique landmarks, recreational opportunities, leisure attractions, special events and scenic marvels.)