The Rockford Region Tourism Improvement District (RTID) has received final approval, establishing a new, dedicated investment to attract more visitors, sporting events, meetings and group travel while strengthening the region’s image as a destination. Led by the region’s hotel industry and created through a partnership of Rockford, Loves Park, Cherry Valley and South Beloit, the RTID is Illinois' first multi-city tourism improvement district and joins districts already established in Chicago and Peoria.

After final approval by the Rockford City Council, the district was formally established under Illinois’ Tourism Preservation and Sustainability District Act. The RTID includes hotels with 45 or more rooms in Rockford, Loves Park, Cherry Valley and South Beloit and is expected to generate approximately $1.38 million annually to increase overnight visitation, elevate the region’s brand, and strengthen the visitor economy.

Local hotel owners initiated and supported the district. Owners of 29 hotels across the district signed petitions supporting its creation, representing more than 94% of the assessments the district is expected to generate. That includes all 24 eligible hotels in Rockford.

“This is an important investment in the future of the Rockford region, and it is especially meaningful because it was initiated by our hotel owners,” said John Groh, president/CEO of GoRockford. “These new resources will help us compete for more visitors and events while also telling the Rockford region’s story to a much broader audience. Strengthening how people see and understand our region is an investment that will pay dividends well beyond hotel stays. More visitors mean more customers for our hotels, restaurants, shops, attractions, event and entertainment venues, and other businesses, more support for local jobs, and additional tax revenue for our communities.”

The formation of the RTID is the culmination of a multi-year effort led by a steering committee of local hotel owners and operators. The committee helped develop the district plan, engaged fellow hoteliers, worked with municipal partners, and built the industry support necessary to move the district forward.

“As hotel owners, we see firsthand the impact that events and visitors have on our businesses and on the entire community,” said Chintan Thakkar, owner of the Days Inn in Cherry Valley and member of the RTID Steering Committee. “The RTID gives us the opportunity to invest together in bringing more business to the Rockford region and, importantly, gives hotel owners a voice in how that investment is made. The overwhelming support of our hotel owners demonstrates the need for this vehicle and reinforces that we believe growing overnight visitation will benefit our hotels and strengthen the region’s visitor economy for years to come.”

Investing in Demand and the Rockford Region Brand

For participating hotels, the RTID creates a dedicated resource focused on generating overnight hotel demand. The new investment will allow the region to compete more aggressively for sporting events, meetings, group travel, and other business that produces hotel room nights, while significantly expanding destination sales and marketing efforts.

The investment will also provide new resources to strengthen the Rockford region’s brand and image in markets outside the region. Through expanded marketing, storytelling, public relations, and promotion, GoRockford will reach new audiences, showcase the region’s assets and experiences, and build greater awareness of the Rockford region as a compelling place to visit.

A stronger destination brand can also create benefits beyond an individual trip or event. By introducing more people to the region and showcasing its quality of life, attractions, amenities, and experiences, destination marketing can help strengthen broader perceptions of the Rockford region.

“The hotel industry has made a significant investment and placed its confidence in GoRockford to turn that investment into results,” said Geno Iafrate, chair of the GoRockford Board of Directors and president of Hard Rock Rockford. “Our responsibility is to put these resources to work strategically, pursuing opportunities that generate overnight stays and visitor spending while building greater awareness and a stronger image of the Rockford region. The entire organization takes that responsibility very seriously.”

The RTID establishes a 2% assessment on eligible hotel room revenue and will be effective on December 1, 2026. Under state law, the assessment is imposed on hotels in the four municipalities with 45 rooms or more and may be passed through to hotel guests as a separately disclosed charge.

A Regional Partnership

Creation of the RTID required cooperation among four local municipalities. Cherry Valley, Loves Park, and South Beloit entered into intergovernmental agreements with the City of Rockford, which serves as the district's lead governmental jurisdiction.

“Visitors don’t stop at municipal boundaries, and neither does the economic impact they create,” said Rockford Mayor Janessa Neal. “The RTID demonstrates what is possible when our communities and private-sector partners work together to bring new visitors and new spending into the region. That activity supports businesses, jobs and the tax base throughout our communities.”

“Cherry Valley benefits when more people choose the Rockford region as a place to visit, stay, shop and dine,” said Cherry Valley Village President Dave Schroeder. “The RTID gives our communities and the hotel industry another way to work together to grow visitation and the economic benefits that come with it.”

“South Beloit is proud to be part of an initiative that recognizes the strength of working together as a region,” said South Beloit Mayor Tom Fitzgerald. “Our communities each have something unique to offer visitors, and by working collectively we can bring more people to the region and create opportunities for businesses throughout northern Winnebago County.”

“This kind of regional cooperation is important to note and celebrate,” Groh said. “Four municipalities and owners of 29 hotels came together around a shared objective to bring more people to the Rockford region, encourage them to stay longer and spend more, strengthen the image of our region, and create greater economic impact throughout our communities.”

Building on the Region’s Momentum

The RTID gives GoRockford a stable, predictable resource to compete for business against destinations that already use similar tourism improvement districts and dedicated destination funding.

Tourism in Winnebago County has grown in recent years, with direct visitor spending reaching $549.6 million in 2025, up from $523.4 million in 2024. That growth reflects increasing visitation and demand for the Rockford region’s attractions, events, and experiences, providing a strong foundation for the additional investment made possible through the RTID.

The RTID will be administered by GoRockford. Additionally, the hotel industry will have a direct voice in how those dollars are invested. A hotel-owner committee will play a direct role in developing and reviewing the RTID budget and expenditures, helping ensure that funding remains focused on strategies and opportunities that generate overnight visitation and benefit the hotels funding the district.

The RTID has a five-year term, providing an opportunity to measure results and evaluate the return generated by the hotel industry’s investment.

“The hotel owners and operators who served on the steering committee deserve tremendous credit. They invested their time, asked hard questions, worked through the details, and helped build support among their peers. Now the work begins,” Groh added. “We have an opportunity to introduce the Rockford region to new audiences, strengthen our reputation, compete for business that previously may have been beyond our reach, and generate more economic activity for our hotel owners and communities. We are excited about what this investment can make possible.”