Nature’s Sanctuary Gains National Attention

Nestled between river valleys and rolling hills, southern Illinois’ Shawnee National Forest has long been an unheralded escape for those in the know. Now, thanks to a targeted state-backed push and a shifting travel landscape, the region is emerging as one of America’s most promising “hidden gem” destinations. Once overshadowed by iconic sites such as the Great Smoky Mountains, southern Illinois is now drawing new explorers keen to experience its dramatic limestone bluffs, lush woodlands, and surprising wineries.

Machaela Sweeney, a Kentucky social worker, discovered the area after searching for “lush, magical, fairytale areas” using artificial intelligence tools. “If somebody was going to the Smokies all the time and they were tired of it, I would say, ‘Try mixing it up’,” she remarked, highlighting the region’s growing appeal among adventurous travelers searching for novel experiences.

Tourism Surge Backed by Strategic State Investment

The upswing in visitors is no accident. Carol Hoffman, Executive Director of the Southernmost Illinois Tourism Bureau, attributes this revitalization to a robust marketing effort launched in recent years. The campaign strategically targeted populations within a six-hour drive—particularly in central and southern Illinois, as well as nearby metro areas like St. Louis and Nashville.

Billboards, digital campaigns, and even Chicago Transit Authority signage have spotlighted the region’s outdoor recreation, inviting urbanites to “go where the bus won’t take you” and experience natural skyscrapers—southern Illinois’ forested rock bluffs and hilltops. Additionally, the bureau invested in influencer partnerships and social media promotions, further amplifying reach.

This visibility push aligns with unprecedented state support: for the last fiscal year, the Illinois Department of Commerce and Economic Opportunity (DCEO) awarded over $9 million in grants to spur tourism in southern Illinois. According to the 2024 Illinois Office of Tourism report, every dollar spent on tourism promotion in the state generated $75 in direct visitor spending in 2023—a clear return on investment.

Economic Impact Reaches New Heights

Statewide, tourism has staged a remarkable comeback from its pandemic-era nadir. Preliminary 2024 data shows Illinois welcoming record-breaking numbers of leisure travelers, with visitor spending topping $47 billion in 2023 and total economic impact exceeding $80 billion. The sector supports nearly 450,000 jobs and generates more than $6.5 billion in state and local taxes annually, according to state reports.

Southern Illinois has mirrored these trends, registering some of its highest visitor and revenue counts ever. Local lodging is booming—inns and hotels have reported a substantial uptick in bookings, many fueled by travelers drawn to unique accommodations like the historic Davie School Inn, a repurposed 19th-century schoolhouse in Anna. “About a fifth of our guests come for the novelty of staying here,” said innkeeper Lyle Woodrum. “But most are here to explore Shawnee National Forest, the wine trail, or to attend family reunions. The economic ripple is felt in every corner of our community.”

Outdoor Adventure, Culture, and Award-Winning Wines

While Shawnee National Forest’s 289,000 acres offer ample hiking, rock climbing, ziplining, and wildlife viewing, the region’s tourism renaissance owes much to its cultural and culinary reinvention. The area’s distinctive geography—a mosaic of bluffs, valleys, and microclimates—has fostered a burgeoning wine scene. The Shawnee Hills Wine Trail, Illinois’ largest, now spans 12 wineries across 40 miles, each producing unique varietals shaped by local soil and elevation differences.

“Even wineries twenty minutes apart produce distinctly different wines,” said Maggie Pugh of Feather Hills Vineyard. The region’s wineries have claimed more than 30 medals in national and international competitions since 2015, helping rebrand Illinois as a destination for oenophiles.

The economic boost is not limited to wineries: shops, galleries, and restaurants in picturesque towns such as Makanda and Carbondale have also reported a marked rise in foot traffic and revenue. Tourism now rivals agriculture and mining as a driver of local prosperity, fostering job growth and supporting small businesses.

Makanda: Illinois’ Most “Hippie” Town Finds Its Moment

Beyond its natural wonders, southern Illinois is gaining recognition for creative small towns. Makanda, with fewer than 600 residents, proudly claims the title of “Illinois’ most hippie town.” Its rustic boardwalk is lined with shops operated by local artisans offering jewelry, ceramics, gemstones, and metalwork. The village saw a surge in national attention during the 2024 total solar eclipse, which placed Makanda directly in the path of totality, bringing tens of thousands of visitors for the celestial event.

“There’s a certain timelessness here,” explains artist Nina Kovar, who owns the Visions Art Gallery. “A lot of us are artists and crafters, nestled in nature’s beauty. The past few years, we’ve definitely seen more people—partly because of the pandemic, when people were seeking open spaces and new experiences.”

Makanda’s Rainmaker Studio, operated by local fixture Dave Dardis, features a “secret garden” filled with bronze sculptures and labyrinthine pathways—a living symbol of the area’s quirky charm. These local attractions, coupled with regional festivals and a growing array of farm-to-table dining options, are helping southern Illinois stand out as a destination uniquely its own.

Looking Forward: Sustainable Growth, Vibrant Communities

The region’s leaders are keen to build on this momentum. Collaborative initiatives are underway to expand infrastructure (such as improved trailheads and visitor centers), enhance lodging options, and support events that showcase local music, arts, and heritage.

Jessica Baine, a Carterville-based travel influencer who partners with the Southernmost Illinois Tourism Bureau, says, “There’s a real collective pride here now. Every tourist dollar spent supports our schools, our small towns, and our future. This region has untapped potential, and we’re only just beginning to show the rest of the country what we have to offer.”

As Illinois seeks new paths to economic resilience, the southern region’s tourism revival highlights the transformative power of state investment, strategic marketing, and a focus on authentic local experiences. With interest continuing to rise and investments poised to support even more development, southern Illinois seems positioned to graduate from “hidden gem” to must-see destination for travelers nationwide.

Capitol News Illinois is a nonprofit, nonpartisan news service distributing state government coverage to news outlets statewide. Story contributors include students in the Medill Illinois News Bureau, a partnership with Northwestern University’s Medill School of Journalism.