Tourism: A Critical Part Of Our State's Economy By GEORGE H. RYAN, Lieutenant Governor International Trade and Tourism Representative for the State of Illinois

Although the warm and dry weather conditions would indicate otherwise, Illinois' summer tourism season is drawing to an eventful close. Attendance records statewide will be set at our public parks, historic sites, conservation areas and cultural attractions. Domestic and foreign travelers alike have come to appreciate Illinois as the premier vacation destination in the Midwest.

As the appointed International Trade and Tourism Representative for the State, I am well aware of the impact visitors can have upon our local economies. During 1988 alone, Illinois is expected to host 33 million people who will spend $11 billion here and contribute nearly $1.5 billion in tax receipts. The travel and tourism industry in the past five years has generated the greatest number of new employment positions — 44,000 — with a work force now totaling more than 165,000 Illinoisans. Nationally, it is the second largest employer and third largest retail industry.

These statistics are evidence of how tourism in Illinois produces jobs and revenues. More than ever before, native Midwesterners are expected to do much of their sightseeing in our Prairie State. Aggressive advertising is responsible for this prosperous turn of events. We currently maintain a tourism promotion budget of more than $20 million, second only to that of New York. Now in its fourth consecutive year, our $10 million advertising campaign is reaping real benefits. Approximately $570 million more in tourist expenditures have been received and 2,200 more jobs have been created as a result of this substantial State commitment.

Of great interest and importance to me is the fact that for the first time funds are being used to target foreign travel markets. The State of Illinois has reached agreement with three international air carriers to promote the Land of Lincoln overseas. Television advertisements and printed materials highlighting our attractions have appeared in the United Kingdom as a result of negotiations with Trans World Airlines (TWA). In addition, cooperative marketing activities have been initiated in West Germany with British Airways and in Spain, where Iberia Airlines is promoting Chicago and Illinois to Spanish tourists. A decidedly improved world economic climate has made travel to the United States attractive and affordable again. The decline in the value of the dollar relative to other leading currencies has greatly contributed to this renewed interest.

In 1987, records were set for travel to America from twenty-four different countries. Overseas arrivals in 1988 should number 30.2 million— up 2% from last year — with foreign visitors spending more than $22 billion. Again, these are revenues which otherwise would not be circulated within our local economy. Illinois, through its international marketing efforts, is putting itself in position to capture a greater share of this lucrative market. Most analysts believe that travel and tourism will become the largest industry in the United States, and in the world, by the year 2000.

This past March, I had the pleasure of taking part in a European trade mission which included meeting with travel professionals, tour operators and journalists there. The industry representatives are attracted to the grandeur of our large cities and the charm of our rural towns. All across our State are opportunities for touring, shopping, recreation and many other indoor and outdoor activities. A distinct heritage and style is evident in communities throughout Illinois.

Illinois, for more than three centuries, has been the home of American Indians, French voyagers, European settlers and immigrants from around the globe. It is this diversity that sets us apart as the ideal tourism experience. As the dog days of summer give way to Indian summer, I take pride, along with my fellow citizens, in serving as a promoter for all that Illinois has to offer the world. •

Page 6 / Illinois Municipal Review / September 1988