Discovering the Unexplored Heart of Illinois

Perched atop a 300-foot limestone bluff at Shawnee National Forest’s Inspiration Point, Machaela Sweeney marveled at the sweeping view of the Mississippi River Valley. Her journey, sparked by an AI recommendation to find “lush, magical, fairytale areas,” led her from Hopkinsville, Kentucky to the tranquil and verdant trails of southern Illinois.

The Shawnee National Forest, spanning more than 280,000 acres across the southern tip of Illinois, is often referred to as a “hidden gem.” While places like the Great Smoky Mountains or the Ozarks dominate regional travel plans, Shawnee and its surrounding areas are drawing increasing numbers of visitors seeking serene landscapes, uncrowded trails, and a taste of authentic Midwestern hospitality.

Visitor Growth and Economic Impact

Tourism in Illinois is experiencing a record resurgence following the pandemic, and southern Illinois stands out as a major beneficiary. According to the Illinois Office of Tourism’s 2024 Economic Impact report, tourism spending across the state surged to more than $47 billion in 2023, surpassing pre-pandemic levels. Southern Illinois, with its natural wonders and unique attractions, is capturing a growing share of that activity.

Tourism generated over $80 billion in total economic impact statewide in 2023 and sustained nearly 450,000 jobs. The region’s outdoor recreation, burgeoning wine industry, and cultural tourism contributed significantly to this figure.

State and Local Efforts Fuel the Boom

The ascent of southern Illinois as a travel destination is no accident. The Southernmost Illinois Tourism Bureau, in partnership with the Illinois Department of Commerce and Economic Opportunity (DCEO), has implemented aggressive marketing campaigns targeting urban travelers. Recent ads on Chicago’s transit system urge city dwellers to “go where the bus won’t take you,” inviting them to trade concrete for canopies of green.

Significantly, DCEO awarded more than $9 million in tourism-related grants to communities in southern Illinois in the last fiscal year, supercharging collaborative efforts to promote the region. Every dollar invested in tourism produced $75 in direct visitor spending in 2023, underlining the high returns achieved through imaginative promotion and infrastructure improvements.

Shawnee National Forest: An Outdoor Playground

The centerpiece of the region’s appeal remains the Shawnee National Forest. Headlining a constellation of natural attractions, Shawnee offers hiking, biking, rock climbing, horseback riding, and ziplining. Hotspots such as the Garden of the Gods wilderness area draw thousands with their picturesque sandstone formations and panoramic vistas.

Visitation to Illinois’ state and national parks is up markedly since 2020, spurred by pandemic-era shifts toward outdoor travel and continued investments in trail maintenance and amenities. Data from the US Forest Service show that Shawnee National Forest welcomed over half a million visitors in 2024, up 25% from before COVID-19.

The Rise of the Shawnee Hills Wine Trail

Southern Illinois’ unexpected emergence as a wine destination is reshaping perceptions. The Shawnee Hills Wine Trail, the largest of Illinois’ five official wine trails, features 12 wineries located across a 40-mile scenic route. Since 2015, local wineries have collected more than 30 national and international awards.

Maggie Pugh of Feather Hills Vineyard notes that recent marketing collaborations have tangibly increased visitor numbers, with frequent sellouts of popular varietals as evidence. “The region’s elevation and unique soils give our wines a distinctive character,” says Pugh. While Illinois is second only to Florida in terms of overall flatness, the uplands of Shawnee are exceptional, giving rise to microclimates ideal for grape cultivation.

Wine-centric tourism has produced spillover benefits for area restaurants, lodgings, and specialty shops, further bolstering rural economies.

Lodging as an Attraction: The Davie School Inn and Boutique Escapes

Accommodations in southern Illinois have become an integral part of the visitor experience. Converted historic buildings like the Davie School Inn in Anna attract guests with their storybook charm. Originally an 1853 schoolhouse, the inn now combines nostalgia and comfort, with classrooms transformed into cozy suites. Proprietors Lyle and Tammy Woodrum estimate that 20% of their bookings come from guests lured by the architectural novelty alone, while the majority are drawn by proximity to the wine trail and natural attractions.

Since the pandemic, travelers have increasingly favored smaller, independent lodgings over large, chain hotels, seeking safety, authenticity, and memorable settings—a trend keenly felt in southern Illinois.

Makanda: Illinois’ Hippie Enclave

Culture seekers are also flocking to Makanda, a quirky village nestled near Carbondale and Southern Illinois University. Known as “Illinois’ most hippie town,” Makanda’s charming boardwalk is lined with artist studios, shops selling handmade jewelry and crafts, and local galleries.

Makanda’s reputation spread nationally in 2024 thanks to a rare total solar eclipse, which brought a surge of visitors and cemented the town as a destination for celestial and creative experiences. The Rainmaker Studio, with its secret garden filled with imaginative bronze sculptures and lush plantings, exemplifies the village’s bohemian spirit.

Accessible Adventures and Community Transformation

The strategic focus on “easy drive” markets—those within a three to six hour trip—has been immensely effective. Tourists from Chicago, Indianapolis, St. Louis, and Nashville have discovered the “hidden gem” via targeted social media, transit advertising, and the blossoming influence of travel bloggers and creators. Carterville-based nurse practitioner and travel influencer Jessica Baine routinely receives messages from followers surprised by the landscapes her photos reveal.

Local tourism isn’t just about boosting visitation—it’s reshaping regional economies that once depended heavily on coal and agriculture. The influx of tourists supports existing businesses while encouraging new ventures, from cafes to outdoor gear shops, generating diverse job opportunities and driving reinvestment in community infrastructure.

Looking to the Future: Sustaining Growth

As southern Illinois’ fame grows, so too does the imperative to balance economic gain with small-town charm and environmental protection. Community leaders remain focused on sustainable tourism, leveraging grants not only for marketing, but for enhancing parks, expanding trail networks, and preserving historic sites.

The collaborative approach between local governments, businesses, and state agencies has yielded one of Illinois’ most compelling comeback stories for rural destinations. As the summer travel season continues, southern Illinois is poised to welcome a record number of visitors—and perhaps shed its “hidden” status for good.