By Kevin Haas
Rock River Current
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ROCKFORD — Visitor spending in Winnebago County rose by nearly $7 million last year to hit a record-breaking mark of $515.4 million, according to new data released by the Rockford Area Convention & Visitors Bureau.
The new record caps three consecutive years of growth, and represents $32.4 million in additional spending over pre-pandemic levels of $483 million in 2019. The previous record was $508.5 million in 2022.
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The visitors bureau says the Rockford region is poised for continued growth with more attractions and events on the horizon this year and in 2025.
“The Rockford region continues to grow as a destination for travel, and we have no doubt 2024 and 2025 will be banner years due to exciting new attractions and events like the Hard Rock Casino opening and the city’s hosting of Ironman 70.3 Rockford next June,” John Groh, president and CEO of the Rockford Area Convention & Visitors Bureau, said in a news release. “Our team is laser focused on marketing and promoting our region as an exciting place to visit and a great place to live.”
The tourism and visitor spending information is part of an annual report from the Illinois Department of Commerce & Economic Opportunity. The data is compiled by Tourism Economics, a global research firm that measures the effect visitors have on the economy.
Illinois welcomed 112.4 million visitors in 2023, supporting 278,200 tourism-related jobs and creating $82.6 billion in economic activity, according to the report.
Locally, there are 4,654 jobs supported by tourism and $165 million in payroll directly supported by visitors. Visitor spending contributed to $14.2 million in local tax revenue and $33.3 million in state tax revenue, according to the report.
“Tourism is big business in Illinois and Rockford,” Groh said. “It fuels our economy with jobs, new businesses and so much more. If we didn’t have tax dollars generated by visitors, it would take an extra $1,300 in taxes from each Illinois household to cover the difference. That’s a significant illustration of tourism’s impact.”
The visitors bureau is preparing to celebrate its 40th anniversary next month with the unveiling of its new Thrive 2035 strategic plan to fuel tourism growth over the next decade.
“I’m thrilled to see visitor spending continues to grow. Whether it’s visiting our local restaurants, shops and attractions or staying in our hotels, visitors contribute tremendously to the economy which improves the quality of life for our residents,” Mayor Tom McNamara said in a news release. “I’m optimistic tourism will increase in the years to come, especially with execution of the new 10-year destination master plan.”
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas