The Illinois Department of Commerce and Economic Opportunity Tourism Bureau is launching new seasonal campaigns and revamping EnjoyIllinois.com with AI capabilities to enhance trip planning.
CHICAGO – The Illinois Department of Commerce and Economic Opportunity (DCEO) Tourism Office has announced the launch of a new seasonal advertising campaign and a redesign of the Enjoy Illinois website in preparation for the spring/summer travel season.
The revamped EnjoyIllinois.com offers cutting-edge artificial intelligence (AI) capabilities through a GuideGeek-powered AI chatbot called Big Lincoln, revolutionizing trip planning for visitors and Illinois residents. The State of Illinois becomes the first state tourism marketing organization in the nation to deploy this GuideGeek AI functionality on its tourism website for trip planning purposes.
“The Illinois Tourism Office is committed to providing innovative tools and resources that enhance the travel experience in our state,” said DCEO Director Christine Richards. “The introduction of the Big Lincoln AI chatbot will provide intuitive support to all visitors, improve accessibility with personalized recommendations, and make it easier to plan their next trip to Illinois.”
“Travelers’ needs continue to change, and we’re pleased to pioneer new technology to enhance the dreaming and planning stages of visitors’ trips, a critical step in improving the Illinois travel experience,” said Danielle Thomas, deputy DCEO of the Tourism Department. “Big Lincoln, our AI chatbot, and additional website updates will improve the overall user experience while helping us stay in touch with what visitors are looking for when planning a trip to and around Illinois.”
“Implementing GuideGeek’s AI travel assistant into the new Enjoy Illinois website was especially exciting for us because the team at Illinois Tourism did an amazing job creating robust traveler itinerary and trip planning content for the website,” said Ross Borden, CEO of Matador Network, the travel publisher that launched GuideGeek last year. “GuideGeek scans the website daily and prioritizes Enjoy Illinois-specific content in the answers it provides to potential visitors to the state, but unlike simple ‘site search,’ our technology is powered by OpenAI’s full conversational intelligence and is flawless in 50 languages.”
In addition to the new AI capabilities, EnjoyIllinois.com has also added several exciting features to assist travelers, including:
A revamped outdoor landing page showcasing Illinois’ diverse natural landscapes, including 70 state parks and recreation areas, 2,900 lakes and seven national scenic byways. Regional profiles showcasing the unique attractions and experiences of four Illinois regions, including Chicago & Surroundings (Northern Illinois), Land of Lincoln (Central Illinois), Great Rivers Country (Western Illinois) and Trails to Adventure (Southern Illinois). An enhanced accessibility page makes it easier for visitors of all abilities to navigate and enjoy Illinois.
In addition to the new website improvements, Illinois Tourism has launched new international “Enjoy Illinois” websites in markets such as the United Kingdom, Germany and Mexico, where the same user experience available to U.S. consumers is translated for international visitors planning their next trip to Illinois.
The Illinois Tourism Office is also unveiling new spring/summer “Middle of Everything” campaign spots featuring iconic locations across the state. From the towering cliffs of Giant City State Park in Makanda to the breathtaking views of the Mississippi River on a hot air balloon ride in Galena, visitors can immerse themselves in Illinois’ diverse landscapes and attractions.
“These new ads highlight Illinois’ unique destinations and highlight the unforgettable adventures that await visitors in every region of Illinois,” said Thomas. “Whether exploring culturally rich historic Route 66, hiking the beautiful Pomona Natural Bridge in Pomona or getting a thrill at Six Flags Great America in Gurnee, these new spring/summer ads showcase the best of Illinois and invite travelers on unforgettable journeys in every corner of the state.”
The new ads are currently airing on television in 22 media markets across Illinois and seven neighboring states, as well as on cable television nationwide, and internationally in Canada and Mexico.
According to data from Longwoods International, since its launch in 2022, the Middle of Everything campaign has increased trips to Illinois by 2 million and generated $1 billion in spending at hotels, restaurants, small businesses and attractions across the state. Additionally, every dollar spent on the campaign equaled $91 in visitor spending and generated $10 in state and local tax revenue for every dollar spent – a huge return on investment.
Theodore is co-founder and Editor-in-Chief of the TravelDailyNews Media Network and is responsible for business development and planning long-term opportunities for TravelDailyNews.
