Leaders outline 2026 tourism plans at Choose Chicago meeting

CHICAGO (WLS) -- Tourism numbers are up, and the city's marketing organization, Choose Chicago, hopes to build on the momentum for 2026.

But there are challenges marketing to international tourists because of the national political environment.

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Even a Tuesday in February attracts tourists to Chicago's river, architecture and food.

"Chicago is one of our country's iconic amazing cities, just the architecture alone," said Nick Kendall, a tourist from Washington, D.C.

A trip here usually leaves visitors impressed.

"Coming from a big city myself, this is super clean, the museums, restaurants, activities," said Veronica Aguilar, a tourist from Mexico City.

Luring tourists, conventions, meetings and big events to Chicago takes work, especially during a year where President Donald Trump consistently talked negatively about the city.

"When people come here, they instantly see through the fog against the false narrative," said Illinois Gov. JB Pritzker.

At its annual meeting, the city's marketing arm, Choose Chicago, says 2025 did not just outperform expectations; it broke records.

Choose Chicago has credited conventions, sporting events, festivals, concerts and the world-renowned restaurant scene as a big reason why this past summer tourism generated nearly $1 billion in revenue.

With a goal of 49 conventions, Choose Chicago delivered 65. And a new campaign called All for the Love of Chicago helped with a 2.3% rise in hotel room demand.

But the organization's CEO, Kristen Reynolds, says America's reputation abroad is hurting the international market.

"A lot of the narrative, a lot of the sentiment in the international markets is, America is not welcoming," Reynolds said.

Reynolds says domestic travel has helped Chicago break tourism records.

"We're no longer apologizing for our greatness, our scrappiness, our expense or our winters," Reynolds said. "Chicago is never done and never outdone. Period."

The organization markets to tourists furthest away in the summer, and during the low seasons, to people who can easily drive to Chicago.

"Our visitor changes throughout the year, but we very much shift and pivot depending on who we think has the highest propensity to take advantage of what we're offering," Reynolds said.

But marketing takes money. Choose Chicago's annual budget is around $34 million a year. Reynolds says Las Vegas and Orlando have budgets over three times that amount, which makes competing for major conventions difficult.

"Chicago was one of the last major cities to have a tourism improvement district. So, what it's going to do is essentially double our budget, and it's paid for by hotels," Reynolds said.

A new private Tourism Improvement District backed by Mayor Brandon Johnson will pump more money into Choose Chicago.

"It's the tourism improvement district that will give our city the tools that it needs to complete and to compete at the global level and most importantly, win, the wins that we celebrate this year don't just happen," Johnson said.

Pritzker emphasized that an investment on tourism means the creation of 130,000 jobs and billions of dollars in economic impact, furthering the argument of Choose Chicago's proposal of creating that tourism district.

This year, 2026, has a full calendar of more big meetings, conventions and events. Choose Chicago will focus on the 100th anniversary of Route 66 and the United States' 250th anniversary.

Choose Chicago said lots of other exciting things are coming up to keep the momentum going into 2026, including American Airlines announcing a brand new expanded Admirals Club spanning more than 10,000 square feet, the 2026 WNBA All Star Game, the 2026 Big Ten Men's Tournament and the 2027 MLB All Star Game

Choose Chicago said their push for a tourism district funding will be brought before the Chicago City Council on Feb. 27.