The Illinois River Road Experience Fits into Current Travel Trends:


• 2-4 hour drive from metro areas • Affordability • Fun and educational adventures • Authentic experiences • Connection to nature and history


STEP ONE: UNDERSTAND YOUR ROLE ALONG THE ILLINOIS RIVER ROAD


Whether you realize it or not, your location places


you within the corridor of the Illinois River Road National Scenic Byway, a 291- mile stretch reaching from Ottawa in the north to Havana in the south. Communities along this route have stories to share with visitors, whether they involve historical landmarks and intriguing nature sites or unique festivals, shops and other attractions. The Illinois River Road National Scenic Byway, formed in 2005, weaves narratives like these together into a cohesive experience.


Byway travelers seek out these experiences. They aren’t looking for the fastest route from Point A to Point B. Instead, they desire to “get off the beaten path” and experience “authentic America.” Enjoying the journey by exploring local communities, dining in locally-owned restaurants, shopping in locally-owned stores, purchasing locally-produced wares, lodging in unique bed and breakfasts, inns and hotels – this is what makes the journey part of the destination.


So as a business owner along the Illinois River Road, you already have a hand up in the process of functioning as a virtual visitor center. The byway organization works to coordinate the efforts of attractions and experiences along its route, and shares that information with its visitors. The basic premise is simple: collective efforts are more powerful than a singular community or business effort in promoting visitation. Imagine having dozens of spokespersons touting your shop, festival or landmark while you in turn speak highly of them. This word-of-mouth promotion can spread like wildfire… and that’s just where your business can fit in and reap the benefits!


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