A New Spotlight on Southern Illinois

Once known primarily for its agricultural roots and coal mining history, Southern Illinois is fast becoming a sought-after tourist paradise. This transformation is being fueled by innovative state and regional marketing campaigns, influxes of tourism grants, and a growing recognition of the area’s stunning natural and cultural attractions. Destinations such as the Shawnee National Forest, the Shawnee Hills Wine Trail, and the bohemian town of Makanda are leading the charge in redefining the region’s identity for visitors both near and far.

Natural Wonders Take Center Stage

Travelers are increasingly drawn to the region’s unparalleled landscapes — expansive forests, dramatic bluffs, hidden waterfalls, and unique rock formations. The Shawnee National Forest sprawls across over 280,000 acres, stretching from the Mississippi River in the west to the Garden of the Gods wilderness to the east. Inspired by viral recommendations and even artificial intelligence tools like ChatGPT, visitors are seeking escapes such as Inspiration Point, known for its 300-foot limestone cliffs and panoramic river views.

“It almost feels like a hidden gem,” shared Machaela Sweeney, a social worker from Kentucky who sought Shawnee’s serenity after discovering it online. The sentiment is echoing across multiple demographics, with families, outdoor enthusiasts, and urban dwellers all drawn to Southern Illinois’ accessible wilderness and tranquil spaces.

Tourism Numbers Soar Beyond Pre-Pandemic Highs

Recent releases from the Illinois Office of Tourism indicate statewide tourism has rebounded and surpassed pre-pandemic levels. In 2023, over $47 billion was spent by tourists, powering nearly 450,000 new jobs and delivering over $6.5 billion in tax revenue. Total tourism-related economic impact exceeded a staggering $80 billion for Illinois last year.

Southern Illinois is a standout in these numbers, benefiting from targeted promotions and unique visitor draws. According to Carol Hoffman, executive director of the Southernmost Illinois Tourism Bureau, the region’s diversity is a key advantage: “Our landscape is unexpected for many, from the rugged bluffs of Shawnee Forest to blossoming vineyards and quaint towns.”

Strategic Investment and Promotion Pay Off

Recognizing the region’s untapped potential, the Illinois Department of Commerce and Economic Opportunity (DCEO) has injected more than $9 million in grants since 2023 into Southern Illinois tourism initiatives. These funds support everything from local advertising — with catchphrases like “Go where the bus won’t take you” targeting urban audiences in Chicago — to influencer collaborations and enhanced experiences at visitor attractions.

The ROI is compelling: For every dollar invested in tourism promotion in Illinois, $75 is generated in visitor spending. Lodging providers such as the Davie School Inn in Anna, which operates in a repurposed 19th-century schoolhouse, attest to the steady stream of travelers seeking novelty and nostalgia, many attracted for the distinct “stay-in-a-school” experience as well as proximity to Shawnee National Forest and regional wine trails.

The Rise of the Shawnee Hills Wine Trail

Wine tourism is another southern Illinois surprise. The Shawnee Hills Wine Trail is now the state’s largest, comprising 12 award-winning wineries scattered over 40 miles. Since its inception in 1995, the trail has consistently drawn both connoisseurs and casual visitors. Vineyards like Alto Vineyards, Pomona Winery, and Owl Creek Vineyard have anchored an industry that has won more than 30 national and international medals in the past decade. Unique soil conditions and south-facing slopes give southern Illinois wines flavors distinct from the Midwest norm.

Maggie Pugh, assistant manager at Feather Hills Vineyard, reports, “We’re selling out of some of our most popular wines — a clear sign visitation is climbing. The elevation, microclimates, and diversity here produce something truly special.”

Makanda: ‘Illinois’ Most Hippie Town’ Blossoms

Not all southern Illinois charm is found in nature. The village of Makanda, population under 600, claims the title of “the most hippie town in Illinois.” Known for its vibrant boardwalk, local art galleries, and shops selling everything from gemstones to handmade ceramics, the town is a magnet for “off-the-beaten-path” travelers.

Local artists like Nina Kovar say the town has seen a post-pandemic tourism boom, propelled further by its location on the path of the 2024 total solar eclipse and its word-of-mouth reputation for creativity. Experiential attractions, such as the whimsical garden behind Rainmaker Studio — where bronze sculptures peek through lush greenery — delight both returning alumni from nearby Southern Illinois University and new visitors seeking a touch of magic.

Tourism as an Economic Engine

The new wave of tourism is reshaping Southern Illinois’ economic landscape. “There’s a tradition of coal mining and agriculture here, but tourism is now powering new businesses, restaurants, and family-run accommodations,” notes travel influencer Jessica Baine, who has worked with regional bureaus to showcase the area on social media. “Tourists bring money that gets reinvested back into these vibrant local communities.”

Key partnerships between local businesses, regional governments, and the state have sparked substantial funding matches, with hotels and motels contributing along with state grants to build a sustainable, year-round visitor economy.

Looking Ahead: Sustaining the Momentum

With robust infrastructure in place — from upgraded trails and signage to enhanced lodging and direct marketing — Southern Illinois is positioned to continue its tourism momentum. The region’s focus on outdoor and experiential travel fits current travel trends, as more Americans seek nature escapes, wellness destinations, and “hidden gems” within easy reach.

As Hoffman puts it, “Whether you’re here for a wild hike, an award-winning glass of wine, or a stroll through a one-of-a-kind art village, southern Illinois now has something rewarding for every curious traveler.”

For more resources and travel guides, see the Southernmost Illinois Tourism Bureau and Enjoy Illinois for planning your visit.