ROCKFORD – State Senator Steve Stadelman announced Rockford and Winnebago counties are receiving a $100,000 investment to promote the region as a destination for visitors, support efforts to increase overnight stays and back the region’s signature events.
“Rockford has no shortage of events, attractions and experiences that give people a reason to visit,” said Stadelman (D-Rockford). “This investment will help us get the word out and bring more visitors to our community, while supporting the hotels, restaurants, shops and other businesses that benefit from a strong tourism industry.”
The Illinois Department of Commerce and Economic Opportunity awarded $4.6 million in new grant funding to 49 tourism organizations supporting special projects across the state, international tourism efforts and initiatives along Route 66.
In the district Stadelman represents, the Rockford Area Convention and Visitors Bureau received $100,000 through the Tourism Marketing Partnership Grant Program. The funding will support the promotion of Rockford’s signature events and increase tourism-related economic impact throughout Rockford and Winnebago County.
Funding will also support the creation and printing of a new experience guide to complement the visitor planning campaign and help visitors discover and plan their trips to the Rockford region.
Illinois’ tourism industry continues to be a significant driver of economic activity. In fiscal year 2025, 115 million visitors traveled to the state and spent $50.2 billion, contributing to record hotel tax revenue of $372 million.
The state’s “Middle of Everything” tourism campaign has also delivered measureable results. In 2025 alone, the campaign generated nearly 2.8 million additional trips, and more than $900 million in visitor spending, demonstrating the economic impact targeted tourism marketing can have on communities across Illinois.
“Tourism is an important part of our local economy, and this funding gives Rockford another opportunity to compete for visitors and showcase what makes our community special,” said Stadelman. “We’re excited to see how this campaign builds on the economic success in our region and puts even more of Rockford’s attractions and experiences in front of potential visitors.”
For a full list of Tourism Marketing Partnership Grant Program recipients, click here.
