Chicago's tourism success: Lessons for DMO leaders in 2026

This article contains excerpts from Lisa Nucci’s full interview in Envisionit’s ‘A DMO’s Playbook for Navigating Travel Downturns.’ You can access the full interview here.

After years of recovery following the pandemic, travel demand is no longer moving in one direction. Domestic travel remains steady, but international visitation has slowed to a trickle. Travelers are more thoughtful about where they go and why.

At the same time, DMOs are under growing pressure to prove impact, protect brand value, and stay flexible in a world that feels anything but predictable.

But while many destinations struggled in 2025 to maintain momentum, Chicago DMO Choose Chicago delivered a standout year. Tourism demand remained strong. The city continued to attract leisure travelers, meetings, and major events. And Chicago stayed top of mind, even as public narratives around cities grew more complex.

That success was the result of focused strategy, disciplined storytelling, and a clear understanding of what makes a destination resilient.

And at the center of that work is Lisa Nucci, Chief Marketing Officer of Choose Chicago.

The city of big shoulders, built for resilience

Aerial photo of Chicago skyline taken from lakefront.

Chicago’s ability to perform in 2025 starts with fundamentals. The city is easy to reach, easy to navigate, and offers standout experiences across all seasons. Those strengths matter more when travelers are cautious and competition is high.

As Lisa explains, “Chicago’s performance in 2025 wasn’t an accident—it was the result of a uniquely powerful combination of accessibility, product strength, and year-round appeal.”

With two international airports and one of the strongest drive markets in the country, Chicago remains accessible for both short trips and longer stays. Its event calendar stays full, thanks to the city’s ability to host major conventions, global sporting events, and local cultural festivals at the same time.

But access and scale alone don’t tell the full story.

Chicago’s real advantage lives beyond its downtown core. The city’s neighborhoods, each with their own culture, history, and voice, give visitors a deeper and more personal way to experience the destination.

“Chicago’s neighborhoods continue to be our competitive advantage,” Lisa says. “Their resilience, diversity, and authentic cultural energy give visitors countless ways to explore the city—well beyond the traditional downtown experience.”

That diversity of experience allows Chicago to appeal to many different travelers, in many different moments, all year long.

Controlling the story by telling the truth

Like many major cities, Chicago has faced challenging headlines. Rather than reacting defensively or ignoring them, Choose Chicago chose a different approach: tell a fuller, more honest story.

“The polarized narrative around Chicago isn’t new—but we refuse to let others define our story,” Lisa says.

That mindset shapes how the city shows up in its marketing. The goal isn’t to gloss over challenges. It’s to present a complete picture that reflects progress, pride, and authentic experiences.

“Our approach begins with honesty: we acknowledge our challenges, but we also highlight the resilience, progress, and community spirit that make this city extraordinary.”

Campaigns like All for the Love of Chicago bring that philosophy to life. Real people. Real neighborhoods. Real moments that feel familiar to locals and inviting to visitors.

That authenticity matters because it builds trust — not just with travelers, but with residents as well.

When locals see themselves reflected in the story, they become part of it. As Lisa notes, “When residents align with our ‘Never Done. Never Outdone.’ platform and the emotion behind ‘All for the Love of Chicago,’ they become some of our most compelling ambassadors.”

Letting data inform, not dictate

In a year marked by shifting sentiment, data played a critical role in how Choose Chicago made decisions. But data was never treated as the answer on its own.

“Data has become one of our most important competitive advantages,” Lisa says.

Traditional measures like hotel performance still matter. But they no longer tell the whole story.

“Historically, our industry has relied heavily on traditional metrics like hotel performance—and ‘heads in beds’ will always matter. But today, traveler sentiment is just as influential.”

Understanding how people feel about a destination (e.g., what they hear, believe, and share) helps shape smarter marketing choices earlier in the journey.

That’s why Choose Chicago looks at more than bookings.

“We’re evolving our analytics approach to pair hard performance data with real-time sentiment insights, social listening, search trends, and audience behavior across platforms.”

This combination allows the team to move faster, stay relevant, and adjust messaging when conditions change.

Planning without predictability

One of the clearest themes in Lisa’s perspective is the idea that uncertainty is no longer temporary. It’s permanent.

“If the past few years have taught us anything, it’s that predictability is gone—we have to design for agility.”

For Chicago, that means strengthening core drivers like meetings and conventions while continuing to invest in storytelling, content, and digital experience. It also means thinking carefully about how new technology fits into the destination’s future.

“AI is opening up an entirely new frontier for tourism,” Lisa says. “It has the power to make travel more personalized, more accessible, and more inspiring—but only if we build with intention.”

When it comes to incorporating new tools, don’t chase shiny objects. Don’t be led by novelty. Use them responsibly, in ways that support the visitor journey and protect the integrity of the destination’s story.

Measuring what really matters

As the travel industry and travelers continue to explore new avenues, so do the ways DMOs define success.

“Tourism success looks different today, and so do our KPIs,” Lisa explains.

Beyond volume and revenue, Choose Chicago pays close attention to perception, engagement, and long-term brand health.

“Sentiment, brand lift, share of voice, creator engagement, and AI discoverability are now core metrics for us.”

Equally important are the signals that don’t show up in dashboards.

“We also pay close attention to qualitative signals from visitors, partners, and neighborhoods, because those insights often point us toward the next opportunity.”

A clear lesson for DMOs in 2026

Resilience doesn’t come from reacting faster. It comes from knowing who you are, what you stand for, and where to focus when things get uncertain.

Lisa’s advice to other destination leaders reflects that clarity.

“Before adding anything new, edit. Strip your brand back to what makes your destination genuinely distinctive, then build from there.”

You don’t need to do everything. You just need clarity to do the right things. Do them consistently, and do them well. Chicago’s success shows what’s possible when a destination leads with focus, honesty, and confidence.