ROCKFORD, IL — GoRockford will join destinations across the country in celebrating National Travel and Tourism Week (NTTW), May 3–9, 2026, an annual tradition led by the U.S. Travel Association that recognizes the critical role travel plays in powering economies, strengthening communities, and connecting people.

In the Rockford region, tourism drives the local economy, reaching $523.4 million of visitor spending in 2024. The industry supports local businesses, generates jobs, and enhances the overall quality of life for residents. In 2024 alone, visitor spending supported more than 4,600 local jobs and contributed $14.7 million in local tax revenue. Without this visitor-generated revenue, each household would pay significantly more in taxes to maintain current service levels.

“Tourism is one of the most powerful economic engines in our region, providing revenue for local businesses, supporting thousands of jobs, and enhancing quality of life for our residents,” said GoRockford President/CEO John Groh. “Beyond the numbers, it’s about the people. Our hospitality industry serves as the front door to Rockford and our region, creating welcoming experiences that turn visitors into lifelong ambassadors for our community.”

To celebrate National Travel and Tourism Week in Rockford, GoRockford will offer surprises for local partners and create engaging opportunities for both residents and visitors throughout the week.

National Travel & Tourism Week Giveaway

Local partners have generously contributed items to create three Rockford region experience packages, each valued at over $300. Participants can enter the giveaway on gorockford.com from May 3–9, with no purchase necessary. GoRockford will announce three winners on May 11.

Experience Rockford Pack

GoRockford will offer a limited number of “Experience Rockford” packs for pickup Monday – Friday during business hours at GoRockford’s downtown Rockford office, 102 N. Main St., throughout National Travel and Tourism Week. These complimentary packs feature locally sourced items and special offers from Rockford area partners and are limited to one per person while supplies last. 

Hospitality Heroes Recognition

Throughout the week, GoRockford will surprise recipients of its 2026 Hospitality Heroes initiative with awards and gift baskets. These individuals go above and beyond to create exceptional visitor experiences in the Rockford region. Now in its fourth year, the program continues to highlight the people who make Rockford a welcoming destination. GoRockford will announce winners on social media.

Food Truck Tuesday

GoRockford will host a booth at the first Food Truck Tuesday of the season from 4–7p.m. at Nicholas Conservatory & Gardens, providing visitor information, giveaways, details on upcoming events, and volunteer opportunities.

Summer Bucket List Launch

To inspire travel, GoRockford will launch a downloadable Rockford Summer Bucket List at gorockford.com, encouraging both residents and visitors to explore local attractions, events, and destinations across the region.

Community Partner Appreciation

GoRockford will surprise local partners and hospitality teams with appreciation visits, recognizing their vital role in supporting tourism and delivering memorable visitor experiences.

National Travel and Tourism Week Schedule All Week (May 3–9)

  • NTTW Giveaway: Enter to win curated Rockford experience packages at GoRockford.com
    (Winners announced May 11)

Monday–Friday (May 4–8)

  • Experience Rockford Packs (limit one per person, while supplies last):
    Available for pickup 8:30 a.m. – 5 p.m.
    GoRockford Visitor Center
    102 N. Main Street, Rockford
  • Community Partner Appreciation: GoRockford will conduct appreciation visits to local hospitality partners throughout the week
  • Hospitality Heroes Recognition: Surprise visits and social media announcements honoring local hospitality professionals

Tuesday (May 5)

  • Food Truck Tuesday: Visit GoRockford’s booth 4 – 7 p.m.
    Nicholas Conservatory, 1354 N. 2nd St., Rockford

Launching During NTTW

  • Summer Bucket List: Downloadable guide available on GoRockford.com all summer long

Thank you to our local partners who offered giveaway items and offers to celebrate tourism.  These partners include:

  • Aero Ale House
  • Ambiance Cocktails & Catering
  • Anderson Japanese Gardens
  • Barnstormer Distillery
  • Burpee Museum of Natural History
  • Cheezy's Grilled Cheeses
  • Chick-fil-A Rockford
  • Coronado Theatre
  • DairyHaus
  • Edgebrook Shops
  • Ethnic Heritage Museum
  • Holiday Inn Rockford
  • Kegel Harley-Davidson
  • Klehm Arboretum & Botanic Garden
  • Nicholas Conservatory & Gardens
  • Murphy's Pub and Grill
  • Rockford Park District
  • Plume Rockford
  • SALT.
  • Salamone's Cherry Valley
  • Taylor + Max Boutique
  • The Norwegian
  • Urban Air Trampoline & Adventure Park
  • Womanspace