Wellness tourism in the Rockford Region

The Rockford Region is capitalizing on the fastest-growing tourism trend: wellness travel.
Also known as self-care tourism, this emerging trend prioritizes destinations that offer soul-soothing vistas for slowing down and relaxing mentally, as well activities for recharging physically.
According to the Global Wellness Institute, a Miami-based nonprofit that tracks the wellness industry, this type of travel has grown faster than mainstream tourism expenditures every year since 2012. As of 2023, the latest year for which data is available, wellness tourism in the U.S. is a $300.6 billion industry.

At GoRockford, our team keenly monitors shifts in how people prioritize their travel planning. Responding to this trend, we have been steadily increasing the promotion of our region’s bounty of scenic beauty and energizing ways to enjoy it. One of the most far-reaching examples of this effort was in Enjoy Illinois magazine’s spring/summer 2023 issue, the Illinois Office of Tourism’s official travel guide. A photo of yoga at Anderson Japanese Gardens was the lead image in a spread on places throughout Illinois to find tranquility and nature-inspired workouts.

This month, our region’s position as a destination for exercise amid stunning outdoor beauty will be on display globally as we host the IRONMAN 70.3 triathlon on June 22. Backdrops for this long-distance race—a 1.2-mile swim, 56-mile bike ride and 13.1-mile run—will be the banks of the Rock River in downtown Rockford and the rolling hills and farmland of northern Winnebago County.
This event, the inaugural of a hosting agreement that extends to 2026 and 2027, is an IRONMAN first for Illinois and a rare opportunity to show off our region—in person—to thousands.

Approximately 2,700 athletes are registered, and more than 7,500 spectators are expected. The race is projected to drive up to 12,000 hotel room nights, boosting local and regional hospitality businesses and creating a boom in traffic for local restaurants, shops, outfitters, trainers, and transportation services. Over the next three years, the Illinois Office of Tourism expects the positive economic impact on our community to be as high as $45 million.

The people visiting our region to participate in and watch IRONMAN 70.3 Rockford-Illinois will see how affordable and accessible wellness experiences are here.

For those arriving by plane, Chicago-Rockford International Airport is easy to get in and out of. From there, the 12-acre abundance of zen moments at Anderson Japanese Gardens is only eight miles away—without needing to get on an interstate. The same can be said for the tropical tranquility of Nicholas Conservatory, which is six miles from the airport. Closer yet (just four miles from the airport) is Klehm Arboretum and Botanic Garden, an incredible gem with paved paths and wooded trails.

Visitors to our area don’t have to battle traffic or frantically search for parking to reach a relaxing destination. That can’t be said for every wellness destination in Illinois or the Midwest.

It’s also true that wellness destinations in the Rockford area don’t break the bank. We have seven public golf course, and Atwood Park offers one of the best networks of mountain biking trails in Illinois free of charge.

We also have ample outdoor spaces for mindful hiking and strolling with no admission fees. The Rockford region has 11,000 acres of forest preserves with nearly 200 miles of gorgeous riverfront vistas.

Restorative activities abound in our outdoor spaces. Rock Cut State Park offers kayaking, canoeing, and paddleboarding, while Severson Dells Nature Center and Carl and Myrna Nygren Wetland Preserve provide exceptional birdwatching opportunities.

For more ideas on what makes the Rockford region an ideal destination for wellness travel, check out the Outdoor Bliss section of our latest experience guide. Pick up a print copy at the GoRockford office, 102 N. Main St., or download it at GoRockford.com.

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