Illinois Invites Everyone to Experience the Joy of 'Meeting in the Middle' This Spring and Summer

Discover the Wonders of Illinois This Spring and Summer

This spring and summer, the Illinois Department of Commerce and Economic Opportunity (DCEO) is setting the stage for travelers to experience the rich culture and breathtaking natural beauty of the state through its latest tourism campaign, "Meet in the Middle." The campaign emphasizes Illinois as a prime destination where diverse experiences come together seamlessly, enhancing the state's allure as a travel hotspot.

A Fresh Take on the 'Middle of Everything'

The campaign builds on the slogan "Middle of Everything," offering an inventive perspective that reflects the state's charm and characteristics. From cosmopolitan cities bustling with energy to serene, picturesque landscapes, Illinois is designed for all kinds of explorers. This year, the campaign showcases seasonal hotspots such as the iconic Chicago Riverwalk, the lively Navy Pier, and stunning outdoor locations like Matthiessen State Park and the extraordinary Garden of the Gods.

Governor JB Pritzker stated, "Our state parks transform into vibrant retreat destinations during spring, while our cities radiate excitement in summer. Our tourism industry is dedicated to showing off the vast array of experiences Illinois has in store for visitors."

Adventure Awaits in Every Corner

The various experiences featured in the campaign invite everyone to find something they cherish. Whether you are looking to immerse yourself in the rich history of the Lincoln Tomb or partake in the nostalgic festivities celebrating Route 66 Legends Neon Sign Park, there is no shortage of excitement.

Lieutenant Governor Juliana Stratton expressed enthusiasm about welcoming tourists, urging, "With our state's historical richness, cultural variety, and natural splendor, now is the perfect time for exploration. We're ecstatic to invite people to create unforgettable memories in Illinois."

The slogan also extends a metaphorical invitation to explore other notable features. Kristin Richards, DCEO Director, emphasized how enjoyable life's best moments are often found in its middle: whether it’s the halfway point of a mouthwatering cinnamon roll or a sun-drenched summer day.

Comprehensive Marketing Strategies

Initiated on April 6, the DCEO is rolling out this campaign across 23 markets spanning 11 states, including nearby Midwest regions and all the way to New York City. Strategies include diverse advertisement placements including digital media, print, streaming, and even a multi-screen billboard in Times Square, heralding the joys of Illinois. Additionally, Spanish-language advertisements will make their way into all targeted markets through various platforms to extend the reach to a wider audience.

Special interest groups, such as outdoor enthusiasts and history aficionados, can expect tailored messaging celebrating the significant milestones associated with Route 66 this year, marking its 100th anniversary.

Enjoy Illinois Magazine Highlights the Season

Complementing the campaign, the latest edition of "Enjoy Illinois" magazine has been released. Within its pages lies a treasure trove of ideas, showcasing golf outings, wedding venues, family-friendly excursions, and exquisite natural scenery—all highlighting Illinois as a prime summer destination. Moreover, this edition pays tribute to the Route 66 Centennial, presenting retro symbols and roadside delicacies that echo the spirit of classic American road trips.

For more insight into the Middle of Everything campaign and to peruse the latest magazine issue, visit enjoyillinois.com.

About the Illinois Office of Tourism

The Illinois Office of Tourism, a part of the DCEO, is committed to bolstering economic growth through strategic tourism initiatives, with a strong emphasis on inclusivity and diversity. Its primary focus is on enriching the experiences of locals and visitors alike, demonstrating the best of what Illinois can offer.

Embrace the spring and summer of 2026 by exploring all that Illinois has to offer. With its unique gatherings of culture, adventure, and natural beauty, the state promises unforgettable experiences, especially this season.