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- Winnebago County visitor spending hit a record $549.6 million in 2025, up 5% from 2024.
- Hard Rock Casino Rockford boosted tourism growth, drawing 1.43 million admissions with over 60% traveling from 30-plus miles.
Winnebago County visitor spending reached a record $549.6 million in 2025, with the first full year of Hard Rock Casino Rockford cited as one of the factors behind the gain.
The new high, reported in an Illinois tourism economic impact study prepared by Tourism Economics and cited by Rock River Current, was up 5% from $523.4 million in 2024. That outpaced both roughly 2.7% inflation in 2025 and the statewide visitor spending increase of 3.5%, which brought Illinois to $50.2 billion.
Hard Rock Rockford brought 1.43 million admissions in 2025
According to Illinois Gaming Board data cited in the report, Hard Rock Casino Rockford recorded 1.43 million admissions in 2025.
The casino said more than 60% of its guests live 30 miles or more from Rockford, and that it has welcomed visitors from all 50 states and more than 80 countries and territories. Those figures matter because the countywide spending report focused on visitor-driven economic activity rather than only local demand.
GoRockford President and CEO John Groh said in a news release that the county is outperforming broader statewide growth.
> “These results tell us that Rockford and Winnebago County are not simply benefiting from growth in tourism across Illinois; we are outperforming it,” Groh said.
He added that visitors “spent nearly $550 million in our community last year, supporting local businesses, jobs, and tax revenues.”
Sports tourism and events also boosted the market
The report also tied growth to major non-gaming draws, including the inaugural Ironman 70.3 Rockford and continued sports tourism activity.
GoRockford estimated Ironman 70.3 Rockford generated $7 million in economic activity. The event drew more than 2,500 athletes from 13 counties and more than 30 U.S. states, while filling area hotels to 98% capacity.
A separate report commissioned by the Rockford Park District found that Mercyhealth Sportscore Two drew 944,783 visits in 2025. The Sports Tourism Index ranked it No. 9 among 913 flat field facilities.
Tourism’s broader economic footprint also grew. The county supported 4,774 direct jobs from tourism in 2025, up nearly 2%, while tourism-generated labor income rose nearly 6% to $177.7 million. Direct local tax revenue reached $15.6 million, and direct state tax revenue totaled $35.7 million.
Rockford Mayor Janessa Neal said in a news release that the visitor economy reflects broader momentum in the city, including new investment and expanded opportunities for residents.
Source: As reported by Kevin Haas.
