Once overshadowed by the renowned peaks of the Smoky Mountains or the bustling cityscapes of Chicago, southern Illinois is now carving out its place among America’s most remarkable travel destinations. Anchored by the sprawling Shawnee National Forest, charming small towns, and a network of acclaimed wineries, the region’s tourism sector has enjoyed record-breaking growth thanks to strategic state investment and creative marketing.

This shift is more than anecdotal—it’s reflected in soaring visitor statistics, economic reports, and personal stories of discovery. One such story is that of Machaela Sweeney, a social worker from Kentucky who used AI-powered ChatGPT to find her next escape. Her search for “lush, magical, fairytale areas” led her to Inspiration Point in southern Illinois, a spot previously unfamiliar to her and many others in the Midwest.

Tourism Surge Drives Economic Boom

Data from the 2024 Illinois Office of Tourism Economic Impact Report underscores the magnitude of southern Illinois’s tourism ascent. In 2023, domestic and international travelers spent more than $47 billion across Illinois, supporting nearly 450,000 jobs and generating $6.5 billion in state and local taxes. Crucially, the total economic impact from tourism in the state surpassed $80 billion—the highest in recorded history—with southern Illinois registering some of the fastest growth rates outside the major urban corridor.

The Southernmost Illinois Tourism Bureau, led by executive director Carol Hoffman, has played a pivotal role. Leveraging grants from the Illinois Department of Commerce and Economic Opportunity (DCEO), the bureau mounted a multi-channel campaign: from colorful signage at Chicago train stops inviting travelers to “go where the bus won’t take you,” to partnerships with content creators highlighting the region’s breathtaking landscapes and cultural gems. Since 2023, the industry’s funding has more than doubled, with over $9 million in DCEO grants distributed to support regional tourism.

Reviving Rural Economies and Small Towns

Unlike large urban destinations, southern Illinois thrives on its off-the-beaten-path appeal. The Shawnee National Forest alone draws hundreds of thousands of nature lovers annually, offering hiking, ziplining, cycling, rock climbing, and birdwatching amid 280,000 acres of untamed wilderness. Local economies, long dependent on agriculture and coal mining, now find new life in the steady flow of tourists spending at wineries, bed-and-breakfasts, and local boutiques.

According to Lyle and Tammy Woodrum, innkeepers at Anna’s historic Davie School Inn, about 20% of their guests now visit purely for the charm of staying overnight in a repurposed, 19th-century schoolhouse. The blend of nostalgia and adventure—not to mention proximity to the renowned Shawnee Hills Wine Trail—has made the inn a perpetual favorite for couples, families, and pandemic-era leisure travelers looking for distinctive experiences.

The Shawnee Hills Wine Trail: Illinois’s Unexpected Viticulture Capital

The Shawnee Hills Wine Trail, stretching 40 miles and featuring 12 wineries, has quietly become a cornerstone of the local tourism boom. Since its founding in 1995 by a small group of visionary vintners, the trail has won more than 30 medals in national and international wine competitions, challenging perceptions that Illinois’s flat topography is only fit for cornfields.

“We’ve seen a real uptick in visitors since the state began aggressively promoting our area,” notes Maggie Pugh, assistant manager at Feather Hills Vineyard. Wineries in the region are now regularly selling out of bestsellers, and tourists frequently remark on the diversity of varietals made possible by the Shawnee Hills’ microclimates and unique soils. The trail’s growing reputation was further burnished by media accolades and features in national travel magazines throughout 2024 and 2025.

Makanda: Creativity and Counterculture in “Illinois’ Most Hippie Town”

Beyond the forests and wineries, southern Illinois allures with its thriving arts scene—nowhere more so than in the village of Makanda. With fewer than 550 residents, Makanda has become a pilgrimage site for artists and free spirits, known for its quirky boardwalk, mystical shops, and annual festivals. The town’s creative draw was turbocharged in April 2024 when it landed in the path of a total solar eclipse, attracting thousands and earning national press.

Local artisans like Nina Kovar, owner of Visions Art Gallery, describe a “timeless element”—where graduates return for homecoming and newcomers linger to soak in the village’s natural beauty and bohemian spirit. “There’s a certain energy here. The pandemic made more people seek out the outdoors, but they also found Makanda’s art and community,” says Kovar.

Strategic State Investment Yields Big Returns

Tourism investments across southern Illinois have delivered huge returns for public funds. According to the 2023–24 DCEO Economic Impact of Tourism report, every dollar spent on marketing resulted in $75 of direct visitor spending. Regional grant money is commonly matched by local hospitality businesses, amplifying the effect of state support. As travelers seek authentic, uncrowded, and affordable destinations, southern Illinois checks all the boxes—and data shows a strong upward trend for 2025.

Promotional partnerships stretch from public campaigns in Chicago to local influencer collaborations. Jessica Baine, a Carterville-based travel influencer and nurse practitioner, regularly spotlights southern Illinois for her substantial online following. “People are shocked to learn what’s here—there’s a lot more than people realize, and it’s gorgeous,” says Baine, echoing the sentiments of countless first-time visitors.

Looking Ahead: Sustainability and Growth in the Years to Come

The remarkable growth in southern Illinois tourism has not only transformed the area’s economy but also sparked discussions about sustainable tourism and community reinvestment. Local leaders are focused on expanding infrastructure, supporting small business growth, and preserving the region’s unique ecological and cultural assets.

“Tourism brings money, but it also brings energy and enthusiasm that strengthens our communities,” says Baine. For many in southern Illinois, there is a new sense of pride in the region’s growing status as a Midwest destination—one that values its natural wonders, celebrates its creative spirit, and welcomes all.

With Illinois poised to continue investing in tourism and with word-of-mouth spreading fast through social and digital channels, southern Illinois seems set not just to maintain its ‘hidden gem’ status—but to become an essential stop for travelers across the country.