Chicago’s cultural institutions are ramping up efforts to solidify the city’s reputation as a prime travel destination as tourism numbers surge after a challenging recovery from the pandemic.
During the Bisnow Chicago Sports & Entertainment Summit at Roosevelt University, leaders from various organizations highlighted the city’s impressive rebound in tourism metrics.
Meghan Curran, chief operating officer at the Shedd Aquarium, emphasized the city’s resilient spirit, stating, “Never count Chicago out. We’re in a city that overperforms and overdelivers every single time.”
As of 2024, approximately 55 million visitors flocked to Chicago, a figure that, while still falling short of pre-pandemic levels by around 6 million, represented a 6.5% increase from the previous year.
International visitor numbers also hit a milestone, surpassing 2 million for the first time since 2019, signaling a return to global travel trends.
The travel surge continued into 2025 when O’Hare International Airport reported a record-breaking day, screening nearly 114,000 passengers during the Juneteenth weekend.
Curran noted that the more Chicago’s key attractions invest in quality experiences, the better the city’s reputation will be among visitors.
She remarked, “When you overdeliver, everyone who comes here walks away telling everyone they know, ‘You’ve got to go to Chicago.’ They’ll say, ‘I didn’t expect it to be as beautiful. I didn’t expect there to be as many things to do. The people are nice. The place is clean. There are things to do all the time.’”
The Shedd Aquarium is following this advice by implementing a phased renovation plan designed to enhance visitor experience while minimizing construction disruption.
Recent upgrades include a more accessible entrance and the redesign of a central exhibit featuring a two-story Caribbean reef tunnel and kelp forest set to debut next year.
Curran highlighted that community feedback guides every investment, aiming to improve access and inclusion, attract a diverse audience, and ensure guests feel valued and eager to return.
The Lyric Opera of Chicago is equally poised to capitalize on the city’s tourism momentum, expanding its performance calendar by 25% to accommodate rising demand.
John Mangum, president and CEO of the organization, pointed out that a significant portion of its audience—about a third—comes from outside the Chicago market.
He addressed the misconceptions surrounding opera, saying, “Opera has the myth of elitism around it. It’s really important to us as an institution that all of Chicago is seeing themselves reflected on our stage and feel welcome in our space.”
To better anticipate audience needs, the Lyric Opera employs Placer.ai technology to analyze foot traffic patterns, which informs decisions about restaurant operation hours and audience engagement strategies.
Additional key players like McCormick Place are projected to significantly shape the city’s tourism landscape.
Larita Clark, CEO of the Metropolitan Pier & Exposition Authority, stated that the venue is scheduled to host 109 events this year, attracting an estimated 1.3 million attendees and generating around $1.9 billion in economic impact.
Notably, a substantial portion of these attendees are international visitors, as demonstrated during the recent American Society of Clinical Oncologists meeting, where 40% of attendees traveled from abroad.
Clark explained that many visitors also take time to explore the city’s cultural offerings, thereby extending the impact of each event beyond the convention center walls.
Data from the recent hotel performance in early June indicated that while national demand weakened, Chicago experienced a contrasting trend.
With cities like Nashville and Orlando also reporting growth, Chicago accounted for 32% of the total demand increase during that week, signaling a distinctive recovery.
Tuba Smith, festival director at Lollapalooza, characterized this growth as part of a broader economic cycle.
“There’s a flywheel for this economy of having entertainment tourism come to the city,” Smith explained. “So while they may be going to McCormick Place or Lollapalooza, they’re also staying in a hotel, and they’re going to our amazing restaurants here in the city. And so all of that generates jobs, generates business, keeps this flywheel going, generates a lot of taxes.”
As Chicago’s cultural institutions pursue innovative strategies to enhance visitor experiences and engagement, they are not only revitalizing local tourism but also ensuring the city remains a vibrant destination for travelers from around the globe.
image source from：bisnow
