Elgin, state tout record tourism revenues but brace for possible funding cuts

Illinois and Elgin-area tourism officials touted an increase in yearly revenues as the industry braces for possible cuts in funding from the state.

Elgin was chosen as one of two suburban stops for the Illinois Office of Tourism's annual Road Show because of the city's success attracting thousands of visitors with annual events such as the International Festival, or I-Fest, Nightmare on Chicago Street and Grand Victoria Casino's concert series at Festival Park, state tourism director Cory Jobe said. Elgin also plays host to numerous sporting events that boost local tourism, he added.

Visitors - defined as those who travel more than 50 miles - and tourism revenues are up for the fourth consecutive record year statewide, Jobe told the crowd gathered at Elgin Artspace Lofts in downtown Elgin. The four-day, 12-city tour concluded later in the day in Rosemont.

There were more than 109.4 million visitors to Illinois in 2014 - about 2 million of them international travelers who spent more than $36.3 billion. About 45 percent of visitors go to Chicago, but more of them are increasingly making jaunts to places including Springfield and Galena, he said.

Visitors spent $453 million in Kane County last year, or 4.2 percent more than in 2013, Jobe said. However, his office doesn't have specifics about the county's most popular destinations, he said.

Statewide hotel-motel tax revenues grew by 7.6 percent last year, topping $255 million, he said. State and local tourism offices are funded by a percentage of those revenues.

"It's no secret that significant financial challenges lie ahead for Illinois and its state agencies," said Jobe, a Springfield alderman appointed to the tourism post in January by Gov. Bruce Rauner.

"We don't yet fully know what the scale of those challenges will be, but we do know that, no matter what, together we'll find the best use of our resources and think creatively to continue pushing Illinois tourism forward."

Tourism enhances the quality of life for local communities because visitors spend money at stores, restaurants and gas stations, said Kimberly Bless, president and CEO of the Elgin Area Convention and Visitors Bureau. Bless called on the state legislature to fully fund the tourism industry, which she said is part of the solution to the state's budget woes.

Social media has played an important role in the growth of tourism, Jobe said.

For example, his office partnered with 13 influential young photographers across the state and sent them to destinations such as Galena, Route 66 and Shawnee National Forest so they could document their travels on Instagram, he said.

Upcoming new initiatives include a remake of the state tourism guide, which will be published twice a year and be accompanied by interactive web components.

Also, a new "Illinois Made" campaign coming this fall will highlight local businesses, artisans and crafts makers from across Illinois and the things they create. Those stories will be featured in short films or documentaries shared via the website, advertising and social media, Jobe said.

"We want to instill a sense of pride in our state, inspire travel to these local businesses, and reshape perceptions about Illinois," he said.