2026 Impact Report

IMPACT REPORT Jan.-Dec. 2025

Explore More. Stress Less.

GALENA COUNTRY TOURISM APP Launched Aug. 2025 and growing in popularity.

17,240

GCT App Users

3,954 Downloads

267,672 Pageviews

Scan to Download the Galena Country App

A MESSAGE FROM THE PRESIDENT

Dear Partners and Friends, As Galena Country Tourism closes its 2025-2026 fiscal year and begins a new year July 1, it takes time to reflect on the months behind—and the road ahead.

GCT continues to build on its role as the steward of our destination’s brand and the connector of our region’s shared success. Together with our partners, we navigate opportunities, address challenges, and strengthen the foundation that both fuels the visitor economy and supports our community.

• • •

Calendar year 2025 marked the second consecutive year of record-setting tourism revenues.

Galena Country received the highest level of Tripadvisor awards, the “Best of the Best” winners are among the top 1% of listings around the world.

Midwest Living named Galena one of the “Best of the Midwest” for 2026.

At the core, our work remains focused on three priorities: • Inspiring travel through compelling storytelling and brand alignment.

• Supporting a seamless and welcoming visitor experience.

• Advancing a unified approach to promoting assets we collectively depend on.

As part of our commitment to staying focused and effective, we made intentional adjustments to both our lead marketing agencies and team structure—shifting responsibilities and streamlining operations.

Our brand promise continues to invite people into something deeper than a visit—offering experiences that are at once historic, authentic, and continually evolving. At the same time, we recognize that tourism’s role in our community is multifaceted. This year we expanded our understanding through research, dialogue and engagement with residents, businesses, and local leaders.

Galena Country Tourism rolled out its comprehensive resident sentiment study verifying tourism’s powerful position in Jo Daviess County, and residents largely agree it’s a positive one. These insights reinforce what we’re doing well, while helping us better understand areas that require thoughtful attention.

Clarity and communication remain essential. As we move forward, we are committed to: • Strengthening transparency around tourism’s impact and funding.

• Expanding opportunities for community input and collaboration.

• Supporting sustainable growth that benefits both residents and visitors.

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continued Additionally, we launched a new custom solutions App, a cutting-edge tool for on-the-ground opportunities to help discover, plan, and share unforgettable experiences throughout Jo Daviess County. The App isn’t just about convenience for travelers—it’s about driving our local businesses and attractions. It’s a milestone bringing our region to the next level while strengthening our economy at everyone’s fingertips. Visitors and residents both have the most trustworthy, timely, and authentic information.

This year also marks Galena’s 200th birthday! GCT continues its collaboration on the Bicentennial along with amplifying the 100th anniversary of Historic Highway 20 and a century of the Mother Road, Route 66.

Moving ahead, we are focused on forward-looking priorities including: new campaigns, digital platform growth, a new website, and a more complete lodging data. Of course, we continually introduce new products from blogs to passport experiences like the Coffee & Culture Trail, connecting visitors and locals throughout Jo Daviess County. There’s more to come!

Our strategies turn visits into experiences—connecting people and places, while also giving residents a fresh way to discover the Driftless Region. We want to ensure Galena Country remains both a place people love to visit and a place people are proud to call home.

Ultimately, the success of our destination is shared. It depends on how well we work together—across organizations, across sectors, and across perspectives.

Together, Galena Country remains a place where history, hospitality, and memorable experiences come together in meaningful ways.

Sincerely,

Terry Mattson CEO/President

BOARD OF DIRECTORS Galena Country Tourism is an independent 501(c)(6) corporation, proudly guided by a distinguished Board of Directors whose diverse experiences and insight are instrumental to driving Galena Country forward. Each member brings a wealth of knowledge from their respective backgrounds, providing strong leadership and governance.

Colin Sanderson, Chair Eagle Ridge Resort & Spa Betsy Rose Davis, Vice Chair Wyndham Garden Galena Hotel & Day Spa Zeke Winders, Treasurer First Community Bank Jennifer Pickett, Secretary Cotton Club Randall Bangs, Small Lodging Hotel Galena, Riverboat Suites & Aldrich Guest House Christina Eisbach, At-Large Hoof It Goat Treks Stewart Stoffregen Chestnut Mountain Resort Lyndsi Scharpf, Restaurant Otto’s Restaurant Kelly Raab, At-Large Warren Chamber of Commerce Mike Dittmar, County Representative Jo Daviess County Katie Wienen, City Representative City of Galena

A SHOUT OUT TO OUR

TEAM MEMBERS

The success of our destination’s marketing efforts is a direct reflection of the creativity, dedication, and professionalism of our exceptional team. Over the past year, our staff has worked tirelessly to showcase Galena Country, forging strong partnerships, and delivering innovative campaigns that elevate our image and popularity. We are proud to acknowledge their invaluable contributions and look forward to building even greater momentum together.

Terry Mattson CEO/President Lori Kinnaman Vice President of Finance Fallon Oldenburg Vice President of Marketing Emily Heitman Marketing Manager Sami Rury Marketing Coordinator Hope Leeper Visitor’s Center Representative Joan Dillon Visitor’s Center Representative Les Penoyer Visitor’s Center Representative

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Tourism Marketing isn’t just about attracting visitors; it’s about cultivating a vibrant community.

Revenue generated by visitors both directly and indirectly support government services.

Tourism creates and enhances amenities and the quality of life for residents.

FUNDING MODEL Galena Country Tourism contracts with both the City of Galena and Jo Daviess County under State of Illinois statutes consistent with destination promotion models throughout the United States.

Finances are pursuant to State law for the sole purpose of tourism promotion. Galena Country tourism is primarily funded by a 5% local lodging tax, which means visitors paying to attract more visitors. State grants only available to certified destination marketing organizations also help fund Galena Country Tourism.

Local government retains 8% of the lodging tax revenues for administration and enforcement of the lodging tax; which is also to be used solely for tourism promotion, attracting non-residents — this revenue is separate from the General Fund.

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TOURISM’S LOCAL IMPACT The entire economy is lifted through concentrated Galena Country Tourism promotion.

$333.2 Million

Direct visitor spending

$554 Million

Overall economic impact

$19.7 Million

Total local tax revenues

$79.2 Million

In payroll from tourism jobs

3,000 Jobs

Tourism employment

$2.2 Million

Hotel/Motel tax revenues Source: Illinois Department of Commerce and Economic Opportunity Impact Study of 2022 travel in Jo Daviess County

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ALL-TIME HIGH LODGING REVENUES, AGAIN! Calendar year 2025 delivered the second consecutive year of record-setting lodging tax revenues.

$2,295,279 Combined annual City of Galena and Jo Daviess County totals rose 4.3%, with City revenues up 3.8% and County revenues up 4.7%.

The 2025 results represented a very strong performance both statewide and nationally, particularly for a long-established leisure destination.

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ALL-TIME HIGH LODGING REVENUES

Calendar year 2025 was a new high-water mark.

Annual combined city and county lodging tax revenues.

City of Galena lodging occupancy rates also rose 1.38% over 2024, marking a second consecutive year of growth.

After moderating from pandemic-era highs, City of Galena lodging occupancy is within a fraction of a percent of the extraordinary 2021 tourism surge effectively matching the highs acheived after a devastating 2020.

Following post-pandemic normalization, most destinations fell backward.

Regionally, City of Galena occupancies are 10% above pre-pandemic levels, Galena largely did not. As national travel demand returned to normalized growth patterns, Galena continued to outperform many established leisure destinations.

2024-2025

ECONOMIC IMPACT NUMBERS OF ILLINOIS TOURISM 112.9 Million Enjoyed Illinois

110.5 Million Domestic Visitors

2.4 Million

International Visitors

$48.5 Billion Visitor Spend

$85.1 Billion

$4.75 Billion Generated in state and local tax revenue.

$1,361

Each household in Illinois would need to be taxed an additional $1,361 to replace the visitor-generated taxes received.

282,165

Jobs generated by visitor spend

Total Economic Impact

Source: Illinois Department of Commerce and Economic Opportunity Impact Study of 2024-25 travel in Illinois

METRICS & TRENDS Social Media Reach

30.8 M+ New Social Followers

26,486 Earned Media Views

17.2 M+

Galena Country Tourism experienced exceptional growth in 2025, significantly expanding both its digital footprint and overall destination visibility.

Total social media reach of 30.8M in 2025, up 19.7M, driven by a strategic and intentional focus on TikTok. This platform alone reached more than 20M, helping introduce Galena Country to new audiences and amplify engagement at scale.

This momentum was further supported by the addition of 26,486 new followers across our social platforms, with growth thoughtfully balanced between TikTok, Facebook, and Instagram. This diversified growth not only broadened our audience but also strengthened our ability to connect with travelers at different stages of inspiration and planning.

Earned media performance also saw substantial gains, with total reach more than doubling from 7.8 million in 2024 to 17.2 million in 2025. This significant increase reflects the continued success of our strategic public relations efforts and the strong appeal of Galena Country in regional and national media. Collectively, these results demonstrate the effectiveness of our integrated marketing approach in elevating awareness, strengthening brand presence, and inspiring more visitors to experience Galena Country.

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INSIGHTS & PERFORMANCE 19.7M+

50K

14,386

Google Audience Search Impressions

Visitor’s Guides Dist.

eNews Subscribers

499,696

275,459

32M+

Google Audience Targeting Clicks

490,556

Social Media Engagement

Event Calendar Views

Lodging CoOp Impressions

3.3M+

242,000

Web Page Views

Lodging CoOp Engagement

In 2025, Galena Country Tourism saw significant growth across key performance metrics, reflecting increased visibility and engagement with potential visitors. Google Search impressions rose from 6.4 million in 2024 to 19.7 million, while clicks increased from 332,217 to 499,696, demonstrating stronger interest and intent to explore Galena Country.

Social media content interactions more than doubled, growing from 233,353 in 2024 to 490,556 in 2025, highlighting the effectiveness of our content strategy in driving meaningful engagement.

Additionally, distribution of the Official Visitor’s Guide expanded to 50,000 copies, an increase of 20,000 over the previous year, further extending our reach and inspiring travel planning across key markets.

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2026 OUTLOOK

War and Gas Prices Reducing National Travel According to the latest Longwoods International tracking study of American travelers, a third of them report that higher gas prices are impacting their travel plans, up from 21% in March 2026. Of those who intend to travel in the next six months, 41% are now planning to travel to destinations closer to home.

“Last June, 94% of American Travelers were planning trips in the next six months,” said Amir Eylon, President and CEO of Longwoods International. “Now that percentage has fallen to 89%, the lowest in a year.”

Twenty-seven percent of travelers say that the war in Iran makes them less likely to travel internationally. Among those who reported the war is influencing their international travel, 40% will postpone their internataionl trips, 31% will replace an international trip with a domestic one, and 19% will cancel their international travel.

Good news: We are bucking the trends. While there is nothing more optional than leisure travel, higher airfare costs typically push more travelers toward destinations closer to home.

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continued

That’s good news for places in proximity to major markets like Chicago.

The pandemic of 2020 ushered in a new normal; however, a slowing economy and increasing inflation make the environment we operate in more complex than ever.

Immigration dynamics affect labor supply. Nationally, mid-scale lodging struggles. Overall, RevPar growth is less than 1%.

Consumer confidence is slipping, yet households will continue to prioritize travel. At the end of the day, travel is not a luxury. It is not an afterthought. Travel powers the Jo Daviess County economy, connects communities, supports 3,000 jobs, and enriches lives in ways that can’t always be measured on a spreadsheet.

Galena Country Tourism’s marketing strategies are more important than ever.

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2030 VISION The Galena Country region will be: A thriving and sustainable year-round destination with a reputation for being an attractive place to live, work, and visit.

Known for originality and quality experiences.

Rooted in the proud spirit of community among locals and the authentic character of the destination.

The industry will be recognized for its commitment to working together to strengthen the visitor economy for the benefit of all.

2026 GALENA COUNTRY TOURISM AWARDS

Recognizing excellence in hospitality, retail, attractions, and community spirit.

Best Lodging Personnel - Janice Morgan, Eagle Ridge Resort & Spa

Recognizing outstanding service, hospitality, and professionalism from individuals working in lodging establishments.

Best Housekeeping Personnel - Stoney Creek Inn

Celebrating the individuals who ensure cleanliness, comfort, and attention to detail in accommodations.

Best Maintenance Personnel - City of Galena Public Works

Recognizing those who keep things running smoothly—handling maintenance, pool care, and team leadership with reliability and pride, often behind the scenes.

Best Restaurant Personnel (FOH) - Regina Valladares, Woodbine Bend Honoring front-of-house staff who deliver exceptional guest experiences through friendly, attentive service.

Best Restaurant Personnel (BOH) - Chef Gino Brandon, Galena Taphouse Celebrating behind-the-scenes kitchen heroes who consistently create delicious food with skill and dedication.

Best Retail Personnel - Heather Gietl, Earth’s Treasures

Acknowledging retail staff who go above and beyond in customer service, product knowledge, and creating memorable shopping experiences.

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2026 GALENA COUNTRY TOURISM AWARDS

Recognizing excellence in hospitality, retail, attractions, and community spirit.

Best Bartender - Millennium Bar & Marina Team

Recognizing bartenders who mix great drinks, offer warm service, and elevate the atmosphere of their establishment.

Best Attraction - Hoof It Goat Treks

Honoring a must-see attraction that offers an unforgettable experience and helps draw visitors to Galena Country.

Best Event - Galena Halloween Parade, Galena Area Chamber of Comm.

Recognizing an outstanding event that delivers a memorable experience, attracts visitors, and enhances the vibrancy of the community.

Best Storefront- Champagne on Main

Recognizing a business that takes pride in a clean, well-kept storefront and thoughtfully designed window displays that catch the eye, tell a story, and invite guests inside.

Best Social Media Presence - Galena Haven

Honoring a business whose social media is creative, engaging, and effectively promotes Galena Country.

Best Website - Long Hollow Canopy Tours

Recognizing an outstanding website that is user-friendly, visually appealing, and promotes tourism in an effective and inviting way.

Guest Services Prof. of the Year - Adam Langbecker, Galena Roasters

Recognizing an individual who delivers exceptional guest-facing service, consistently going above and beyond to create welcoming, memorable experiences for every visitor.

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2026 GALENA COUNTRY TOURISM AWARDS

Recognizing excellence in hospitality, retail, attractions, and community spirit.

First Responder of the Year - Gabe King, Galena Area EMS

Recognizing a dedicated first responder who goes above and beyond to keep both our community and visitors safe, demonstrating professionalism, compassion, and exceptional service in a destination that welcomes high volumes of tourism.

Best Tourism Ambassador - Ted Williams, Haunted Galena Tour Co.

Celebrating a passionate individual who actively promotes Galena Country and warmly welcomes visitors to our community.

Outstanding Public Servant - Claire Smunt, Stockton Public Library

Recognizing a dedicated public servant who goes above and beyond in service to our community, demonstrating leadership, integrity, and a strong commitment to enhancing the quality of life for residents, businesses, and visitors alike.

Outstanding Hospitality Award - Rigopoulos Family, Log Cabin Steakhouse Recognizes individuals or businesses that consistently provide exceptional customer service and create memorable experiences for visitors and residents.

Lifetime Achievement Award - Terry Miller, Ulysses S. Grant Home Posthumously honoring a lifetime of service.

Celebrates individuals who have dedicated their careers to advancing the tourism sector, demonstrating exceptional leadership, vision, and contributions over an extended period.

VIP Social Media Ambassador Award - Mike Wolfe, American Pickers Recognizes an individual whose authentic passion and storytelling help inspire others to discover and experience Galena Country.

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GALENA COUNTRY TOURISM 101 Bouthillier St. Galena, IL 61036 815-776-9200 admin@visitgalena.org visitgalena.org