Williamson County Tourism Reflects Statewide Increase in 2024
https://swinfordmediagroup.com/f/williamson-county-tourism-reflects-statewide-increase-in-2024
September 9, 2025
Aaron Price | Swinford Publications
MARION: Tourism in Williamson County is proving to be a major economic driver, with new data showing the county generated $224.3 million in visitor spending in 2024. That activity translated into $7.8 million in local tax revenue while supporting more than 1,700 jobs in the area’s tourism and hospitality industry.
Ashlee Spiller, Executive Director of VisitSI, said the report underscores how Williamson County is cementing its place as a travel hub in Southern Illinois.
“The latest numbers highlight just how far our region has come,” Spiller said. “We’ve seen steady growth thanks to new attractions, major sporting events, and a dining and entertainment scene that continues to thrive. All of this directly translates into jobs and opportunities for our community.”
Tourism Economics, a global research firm that tracks the industry’s impact, found that Williamson County’s success mirrors broader state trends. Illinois welcomed 113 million domestic and international visitors in 2024, who spent $48.5 billion statewide. That is an increase of $1.3 billion from the previous year.
Local officials point to several key developments that boosted Williamson County’s tourism, including the Contour Airlines flight from Chicago, the expansion of Walker’s Bluff Casino Resort, and the growing slate of tournaments and sporting events that draw thousands of visitors.
Upcoming projects such as the Oasis Sports Complex and new additions at Thrillville are expected to keep the momentum continuing.
Spiller added that this kind of growth brings benefits well beyond tourism. “When visitors come here, they’re spending money at locally owned restaurants, shops, and hotels. That ripple effect strengthens our economy and helps communities across Williamson County flourish,” she said.
Gov. JB Pritzker recently noted that Illinois achieved its highest-ever hotel tax revenue in Fiscal Year 2025, reaching $367 million, which is a 14 percent increase over the previous record.
Illinois made significant investments in the travel and tourism industry in FY25, including $7.3 million in grants to 47 entities across the state through Route 66 grants to support projects along Route 66 ahead of the Route 66 centennial in 2026, Tourism Private Sector grants to support new, expanded, or enhanced events and festivals, International Tourism grants to boost international travel, and Tourism Attractions grants to develop or improve tourism attractions in Illinois. DCEO also funded a new $15 million tourism incentive grant program in FY24 to attract new events to the state.
“Illinois’ tourism industry continues to see record growth as the State prioritizes welcoming visitors from near and far,” said DCEO Director Kristin Richards. “From offering new and legacy tourism grant programs to an award-winning tourism campaign, the State of Illinois is making critical investments that are driving longer stays from visitors who boost economies throughout Illinois as they shop at small businesses and dine at local restaurants.”
In 2024, visitor spending directly generated $4.7 billion in state and local tax revenue, according to Tourism Economics. This boost in revenue has stimulated various sectors of the state’s economy while directly supporting 282,165 jobs in the state’s tourism and hospitality industry, an increase of 3,965 jobs from 2023.
“Hotels throughout Illinois are thrilled to welcome an increasing number of travelers from across the country and around the globe,” said Michael Jacobson, President & CEO, Illinois Hotel & Lodging Association. “This rising demand has provided important momentum for the hotel industry, which despite recent gains, struggles under the weight of rising costs and economic uncertainty. As we celebrate this milestone, we must remain committed to fostering a vibrant hospitality industry that allows for long-term growth, creates new opportunities for our workforce, and drives investment across the state.”
Another key component of Illinois tourism’s success is the state’s award-winning “Middle of Everything” tourism campaign. The campaign has contributed to an additional 2 million trips generating over $675 million spent in Illinois hotels, restaurants, small businesses, and attractions in 2024, according to data from Longwoods International. Additionally, every $1 spent on the campaign equated to $74 in visitor spending while generating $7 in state and local tax revenue for every dollar spent.
“Visitors and locals alike know that Illinois is the best place to be, and the ‘Middle of Everything’ campaign has tremendously helped us get the word out far and wide,” said Senator Sara Feigenholtz (D – Chicago). “Illinois’ record-breaking tourism numbers are evidence of our commitment to promoting our great state to visitors while supporting our tourism industry.”
“Illinois is making waves in the tourism industry, and we must continue to build upon this positive momentum,” said Representative Kimberly DuBuclet (D – Chicago). “Our status as a global destination will continue to bolster local economies as visitors enjoy Illinois.”
State hotel tax revenue collections are provided by the Illinois Department of Revenue, representing all taxable revenue from hotels, motels and lodging establishments across Illinois.
-The Illinois Department of Commerce and Economic Opportunity contributed to this report
