Machaela Sweeney enjoys the panoramic view at Inspiration Point in Shawnee National Forest, one of southern Illinois’ rapidly emerging tourist destinations.

Southern Illinois: A Rising Star in Midwest Tourism

Southern Illinois, once a well-kept secret among outdoor adventurers and wine enthusiasts, is now experiencing a tourism renaissance that is reshaping its economy and communities. Visitors are drawn by the region’s lush landscapes, vibrant festivals, celebrated wine trails, and unique small-town attractions. Data for 2023 shows that the tourism sector in Illinois not only rebounded from pandemic lows but reached record levels, making southern Illinois one of the driving forces behind the state’s $80 billion tourism economic impact.

State and local leaders, alongside creative marketing campaigns, have played an instrumental role in leveraging southern Illinois’ assets—from its rolling forests to quirky towns like Makanda—positioning the area as a premier destination for Midwestern getaways and nationwide escapes.

Marketing the Magic: Strategic Campaigns Hit Their Mark

The Southernmost Illinois Tourism Bureau has spearheaded innovative campaigns to promote the area’s attractions to a wider audience. With slogans such as “Go where the bus won’t take you” and “Come see our skyscrapers,” advertisements have targeted Chicago’s urban population, enticing would-be travelers to trade city skylines for limestone bluffs and dense forest trails. Bright imagery of Shawnee National Forest’s trails and waterfalls, as well as the promise of scenic wine tours, now adorn buses and train stops across Illinois’ largest cities, amplifying curiosity and fueling road trips to the state’s southern tip.

This outreach is supported by content creators and influencers who share stunning vistas and undiscovered venues with social media audiences nationwide. The effort is proving effective, according to Carol Hoffman, executive director of the Southernmost Illinois Tourism Bureau, who says that inquiries and vacation bookings are rising rapidly, particularly during warmer months and event weekends.

Shawnee National Forest: The Jewel of the Region

At the heart of this transformation is Shawnee National Forest, an expanse of 289,000 acres stretching from the Mississippi River in the west to the picturesque Garden of the Gods in the east. The forest offers recreational opportunities including hiking, cycling, horseback riding, rock climbing, and camping. Visitors seeking solace or adventure are met with dramatic bluffs, tranquil lakes, and an extraordinary diversity of plant and animal life.

The Inspiration Point Trail, perched above the river valley, now regularly receives visitors not only from Illinois and neighboring states but also from regions as far as the Southeast. In fact, many new arrivals discover Shawnee through technological means, such as travel searches powered by AI platforms like ChatGPT. This modern “word-of-mouth” has been a surprisingly effective channel for propelling new interest in the area’s natural wonders.

Economic Impact: Tourism Boom Benefiting Local Communities

The effect on regional economies has been profound. According to the 2024 Economic Impact of Tourism report released by the Illinois Office of Tourism, visitors spent over $47 billion throughout the state in 2023, exceeding pre-pandemic levels and generating close to 450,000 associated jobs. Tourism in Illinois created over $6.5 billion in state and local tax revenue last year, surpassing $80 billion in total economic impact. Southern Illinois, with its aggressive promotion and expansion of unique attractions, now accounts for a growing share of these gains.

Investment from the Illinois Department of Commerce and Economic Opportunity (DCEO) has been crucial, with over $9 million in recent grants funneling new resources toward city governments, tourism bureaus, and local businesses. Every dollar spent on promotion has generated $75 in direct visitor spending, according to the latest state figures, making tourism one of the most effective economic development tools for the region.

Wine Trails and Distinctive Lodgings: Southern Illinois’ Hospitality Edge

Complementing its natural bounty, southern Illinois boasts a thriving wine industry, anchored by the Shawnee Hills Wine Trail, the largest of the state’s five wine circuits. The trail includes 12 wineries spread out over 40 scenic miles, offering tastings, events, and vineyard tours that attract both connoisseurs and casual travelers. Notably, even as Illinois is widely regarded as one of the flattest states in the U.S., the Shawnee Hills region features some of its highest elevations—ideal for distinctive grape varietals. Since 2015, the local wineries have secured more than 30 medals in national and international competitions.

Lodging also plays a key role in the region’s growing appeal. Stays at unique venues like the Davie School Inn—a historic former schoolhouse converted into a boutique bed & breakfast—provide guests with memorable experiences beyond standard accommodations. Themed rooms, vintage décor, and warm hospitality set southern Illinois’ lodging scene apart, encouraging repeat visits and positive word of mouth. Many local hotels and inns now participate in grant-matching programs designed to further boost marketing and facility upgrades.

Charming Towns and Cultural Experiences

The economic impact of tourism extends well beyond outdoor activities and wine tastings. Villages like Makanda have embraced their reputation as cultural havens, cultivating art galleries, handicraft markets, and bohemian shops. Labeled “Illinois’ most hippie town,” Makanda offers visitors an eclectic experience featuring artisan goods, live music, and local festivals. The influx of visitors for events such as the 2024 solar eclipse also elevated the village’s profile, with artists marking the occasion through creative installations and community celebrations.

These vibrant community experiences encourage longer stays and greater spending at local businesses, supporting restaurants, boutiques, and craft workshops. Residents and tourism professionals alike highlight the importance of reinvesting tourism revenues into small business development, preservation of local culture, and infrastructure improvements.

Tourism as a Future Driver of Regional Growth

The rapid growth of southern Illinois’ tourism sector is helping diversify an economy traditionally reliant on agriculture, coal mining, and manufacturing. As visitors increasingly venture outside of well-trod destinations like the Great Smoky Mountains, they’re choosing the tranquility, authenticity, and hospitality of Illinois’ southernmost counties. With expanded funding, high-impact promotional campaigns, and the enthusiasm of local entrepreneurs, the region is being transformed, offering fresh opportunities for growth, employment, and cultural enrichment.

According to tourism influencer Jessica Baine, who works with regional bureaus to showcase southern Illinois, “Tourism brings even more money to our region. Tourists are spending money at restaurants, at the wineries, and they can reinvest in our communities.” Baine and other stakeholders see continued momentum for the area, as more discoveries by visitors—both domestic and international—fuel a virtuous cycle of investment, excitement, and regional pride.