Visit Lake County marks 40 years of bolstering tourism, business community
The latest economic impact report for Illinois reveals significant growth in the travel and tourism sector, with Lake County standing out as a major contributor.
Visitor spending in Lake County soared to $1.9 billion in 2023, supporting 15,713 jobs and generating $68.6 million in local tax receipts, according to Visit Lake County.
The Gurnee-based group marked 40 years supporting Lake County’s tourism industry and the business community.
Hotel occupancy rates increased to 59.5%, up 4.2% year-over-year, highlighting the region's rising appeal. State tax receipts from tourism-related activities brought in $134 million, according to the group.
Community and county leaders celebrated this performance Thursday at Visit Lake County’s annual luncheon at Independence Grove Forest Preserve in Libertyville.
The luncheon, recognizing the 40th anniversary of the Lake County Convention and Visitors Bureau (CVB), drew more than 250 tourism industry leaders, local officials and community attractions and hospitality businesses.
Visit Lake County has 13 community partners and 200 industry partners.
“We all recognize the powerful economic impact tourism has in our county,” Lake County Board Chairwoman Sandy Hart said. “For tourism expenditures in Lake County, it tops $1 billion in tourism spending every single year. And thanks to Visit Lake County, we are known for many tourist attractions and I’m incredibly proud to say that our forest preserves are definitely included in that.”
Attendees discussed initiatives to further elevate Lake County as a must-visit destination. The event included a panel discussion about how communities and businesses could better market themselves and garner media coverage. Speakers were Daily Herald Business Editor Madhu Krishnamurthy, Noreen Heron, CEO and founder of Heron Agency, and Marla Cichowski, senior vice president of media relations at Time Zone One.
Keynote speaker Daniel Thomas, deputy director of the Illinois Office of Tourism, shared insights on the state’s marketing initiatives, the economic impact of Illinois tourism and the state’s upcoming fall campaign.
“These numbers tell a powerful story of Lake County’s resilience and growing appeal,” said Maureen Riedy, president of Visit Lake County. “Our 40th anniversary is a momentous occasion, and we’re thrilled to celebrate our achievements with the community, our partners and everyone who has supported us throughout the years.”
Over the past year, Visit Lake County has expanded its outreach, welcoming new community partners, including the city of North Chicago and the village of Wauconda. The CVB also has been awarded the prestigious Destination Marketing Reaccreditation, recognizing its commitment to operational and marketing excellence.
Visit Lake County’s efforts have been bolstered by multiple successful campaigns, including the Road Trip Summer Campaign, Spooks and Spirits Lake County Autumn Celebration, February Flavor Festival, and Holiday Your Way. The CVB generated 432 group sales referrals and confirmed 296 contracts, contributing to the county’s tourism performance.
Digital engagement also saw significant growth, with 2.5 million website page views and a 5% year-over-year increase in social media engagement, totaling 1.5 million interactions, the group said.
Visit Lake County’s marketing initiatives and branding efforts improve the public image of Lake County as a vibrant place to live, work, and visit. They encourage residents and visitors to support local businesses, which are the cornerstone of their hometowns and communities.
The organization employs a team of professionals with extensive experience in tourism, marketing, and sales. A 17-member board, representing community partners, hotels, and attractions from across the county, supports the group’s efforts.
For travel information and to connect with Visit Lake County, call 800-LAKE-NOW, visit visitlakecounty.org or check out its social media pages on Facebook, Twitter, Instagram, and YouTube.