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Aerial photo of a busy weekend at Stuart Sports Complex in Montgomery, IL 📸 Credit: ACCVB
Visitors spent $288.85 million across the Aurora area last year, according to a news release from the Aurora Area Convention & Visitors Bureau (AACVB).
That's a record for the region and up nearly 4% from 2024, outpacing Illinois' statewide growth rate for the year. The bureau also expanded its territory in 2025 to include Geneva and Elburn, making both cities part of its regional tourism marketing efforts.
Here's what to know:
Record spending: Visitor spending across the Aurora area (which covers all of Kendall County plus parts of Kane and DuPage counties) hit $288.85 million in 2025, up $10.78 million from the year before.
Geneva and Elburn in the mix: The AACVB widened its footprint this year to include Geneva and Elburn, meaning both towns are now part of the bureau's regional tourism promotion alongside Aurora, Sugar Grove, Batavia, North Aurora, and others.
Jobs and tax revenue: The AACVB said that tourism supported 3,061 direct jobs in the region and generated $14.5 million in local tax revenue in 2025, up 3.8% from the prior year.
Hotels stayed busier: Area hotels sold increased 1.4% to 329,440 room nights last year, while room revenue climbed nearly 4% to $40.8 million.
“Through our Destination Development Plan, we have a shared roadmap for strengthening regional collaboration, developing a unified identity and giving visitors more reasons to explore multiple communities, extend their stay and return,” said Cort Carlson, Executive Director of the Aurora Area Convention & Visitors Bureau. “The economic benefits of that work reach far beyond tourism: they support the local businesses, amenities and quality of life that make the region a stronger place to live, work and visit.”
The bureau says it's now working with a marketing agency to build a unified regional brand, aiming to market the Fox River Valley as one connected destination instead of a string of separate towns.
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