‘Middle of Everything’ Campaign Continues to Pay Off for Illinois

Illinois is proving that if it ain’t broke, don’t fix it.

In 2022, the State of Illinois received two U.S. Travel Association awards for its “Middle of Everything” campaign starring Illinois native, actor, and director, Jane Lynch (of Glee and Only Murders in the Building fame). Four years later, the same marketing push is being credited for a record year of tourism.

Last week, Governor JB Pritzker and the Illinois Department of Commerce and Economic Opportunity reported new highs in the state’s travel and hospital industries in 2025. Illinois welcomed 115 million domestic and international visitors to Chicago and elsewhere, leading to a 3.5% increase in visitor spending surpassing the $50 billion mark, according to Tourism Economics.

The revenue led to an economic impact of $88 billion and produced $4.9 billion in direct state and local tax revenue. The state lodging industry added a record $372 million in total hotel tax revenue.

According to the governor’s office, the “Middle of Everything” campaign was responsible for additional 2.78 million trips and $904 million in visitor spending last year.

“The continued growth of Illinois’ visitor economy demonstrates the value of investing in tourism as a development strategy,” said DCEO Director Kristin Richards. “Through initiatives that enhance visitor attractions, grow major events, expand international tourism, and strengthen outdoor recreation opportunities across the state, Illinois is creating more reasons for travelers to visit and explore. These investments also support job growth and deliver meaningful economic benefits to communities across Illinois.”

More than $3 million in grant funding was awarded to prepare for the Route 66 Centennial and America’s 250th anniversary, major events that could contribute to a record 2026.

Photo Credit: Enjoy Illinois