Good news for our region

Tourism isn’t just about visitors coming and going. It is about opportunity, pride, and momentum for our community. That’s why the latest report on visitor spending is such good news for Rockford and Winnebago County.

While many parts of Illinois saw declines in 2024, our region moved in the opposite direction. According to data prepared for the Illinois Department of Commerce and Economic Opportunity (DCEO) by Oxford Economics, visitors spent $523.4 million here in 2024. That’s more than half a billion dollars flowing into our local economy—a new record and 1.5% higher than the record we set in 2023.

Put simply: When visitors choose Rockford, they’re fueling growth. They’re booking hotel rooms, filling restaurant tables, cheering at our sports complexes, and creating ripple effects that reach every corner of our community.

By comparison, many of Illinois’ most populated counties, including Champaign, Peoria, Madison, McLean, Rock Island, and Sangamon, saw spending slide by nearly 0.6% on average last year. Without Cook County in the mix, the drop deepens to just over 1%. Even closer to home, neighboring northwest Illinois counties, including Jo Daviess County and Galena, saw an average decline of 0.68%.

Rockford stood apart by bucking those trends. And the results are tangible. Tourism supported nearly 5,000 local jobs, helping families pay bills and employees build careers. It generated $167.8 million in paychecks that went directly into households across Winnebago County. Local governments benefited as well, with $14.7 million in tax revenue to fund essentials like parks, libraries, and public safety. On top of that, tourism produced $34 million in state tax revenue that strengthened communities throughout Illinois.

The Rockford Region is on the rise as a destination, and one destination asset that’s helping fuel the increase is the new Hard Rock Casino Rockford. Since its opening in August 2024, Hard Rock has quickly become the state’s third busiest casino.

Our growth story has also been boosted by national attention. On April 25, 2024, The Wall Street Journal splashed Rockford across its front page with the headline: “Rockford Is Now America’s Top Housing Market After an Improbable Turnaround.” That article spotlighted what residents have long known: Rockford offers affordability, opportunity, and quality of life. It also gave momentum to our Made for Rockford initiative, which showcases the region as a great place to live and work.

Soon after, GoRockford welcomed Whitney Martin as program director. A former television journalist and anchor, Whitney has been spreading the word ever since: “Don’t Buy the House. Buy the City!” Her storytelling has reached thousands of potential new residents and employers considering Rockford.

In September 2024, we reintroduced ourselves as GoRockford, aligning our name with the energy and simplicity of our brand. Along with the rebrand came a refreshed website, advertising creative, and a new visitor experience guide, each brimming with itineraries, attractions, dining, and shopping options that help people experience the best of our region.

We successfully hosted Illinois’ first IRONMAN race this year and will welcome back the event in 2026 and 2027. Athletes and their families typically extend their stay, often called “race-cations,” which brings extra visitor spending to our restaurants, shops, and hotels.

And the horizon is just as bright. In 2026, Rockford will welcome the World Baseball Softball Confederation’s Women’s Baseball World Cup and the American Hockey League All-Star Classic, and we’ll celebrate the redevelopment of Davis Park. That $15.5 million transformation, supported by state and local funds, will add walking paths, a skate park, public art, a playground, and a concert stage along the Rock River. Together, these amenities will give our downtown a new gathering place for residents and visitors alike.

Tourism here isn’t just about numbers on a page. It is about sustaining livelihoods, inspiring pride, and building a community that more people want to visit, invest in, and call home.

The views expressed are those of the author(s) and do not necessarily represent those of the Greater Rockford Chamber of Commerce.