In a major effort to boost tourism and revive the city’s economy, Chicago has launched a fresh and dynamic campaign titled “Never Done. Never Outdone.” This initiative focuses on attracting more domestic travelers amid a sharp decline in international visitors following global travel changes over the last few years.
The campaign was unveiled by Choose Chicago, the city’s tourism board, with strong support from Mayor Brandon Johnson’s office. As international tourism numbers continue to fall short of pre-pandemic levels, Chicago is turning inward—looking to charm travelers from across the U.S. with its culture, food, music, architecture, and vibrant neighborhoods.
Why the Campaign Was Launched
International tourism has been a major contributor to Chicago’s economy, but data from 2023 and early 2024 shows a slower rebound compared to other major U.S. cities. According to Choose Chicago, domestic tourism has recovered to nearly 95% of pre-pandemic levels, while international travel lags at around 68%.
To fill the gap and revitalize Chicago’s visitor economy, the city aims to position itself as a top-tier travel destination for Americans seeking unique urban experiences.
The “Never Done. Never Outdone.” message promotes Chicago as a city of constant reinvention, always offering something new to explore, while highlighting its rich legacy of culture, creativity, and resilience.
Michael Fassnacht, CEO of Choose Chicago, emphasized that this campaign is not just about numbers, but about reminding people why Chicago is one of the greatest cities in the world.
“Chicago is full of energy, diversity, and surprises. We’re a city that reinvents itself every day, and we want the rest of the country to see that,” Fassnacht said.
What the Campaign Includes
The multi-platform campaign will roll out in phases across digital, print, radio, streaming, and social media channels. The focus markets include New York, Los Angeles, Dallas, Atlanta, and nearby Midwest cities like Detroit and Minneapolis.
The ads feature diverse Chicago residents, local businesses, and famous backdrops such as Millennium Park, Lake Michigan, the West Loop dining scene, and classic blues clubs on the South Side.
TV spots and social videos showcase everything from food festivals and theatre shows to skateboarding at Grant Park and kayaking on the Chicago River. The tone is upbeat, personal, and proud—inviting travelers to dive deeper into what makes Chicago different.
You can learn more about the campaign directly at Choose Chicago’s official site.
A Data-Driven Approach to Tourism
Unlike traditional tourism ads, this campaign is built on deep market research and insights from post-pandemic travel trends. Choose Chicago worked with advertising agency OKRP, a long-time partner, to test messaging, creative elements, and target demographics.
According to internal analysis, millennial and Gen Z travelers now prioritize cities that offer both authenticity and variety, rather than just sightseeing. Chicago’s wide range of experiences—from street food to fine art, jazz to house music, architecture to sports—makes it ideal for these audiences.
Another goal is to increase repeat visitors, not just one-time tourists. Chicago’s leaders believe that once travelers come and explore beyond the Loop, they’ll return to discover even more.
Impact on Local Economy and Businesses
The new tourism push is expected to significantly benefit local businesses, hotels, restaurants, entertainment venues, and small entrepreneurs across the city.
Mayor Brandon Johnson stressed the importance of tourism in supporting jobs and economic recovery.
“Every visitor who comes to Chicago helps a hotel worker, a street performer, a food vendor, a small shop owner. This campaign is about lifting up our entire city,” he said during the campaign’s launch event.
In 2023, Chicago welcomed approximately 50 million visitors, down from 57 million in 2019. While domestic numbers are improving, foreign visitors still face issues related to visa delays, flight costs, and geopolitical uncertainty.
This renewed domestic campaign is also designed to help bridge that gap while long-term international strategies continue to develop.
Tapping into Chicago’s Strengths
Chicago has always been proud of its ability to stay competitive as a top U.S. destination, but the tourism board admits the city hasn’t always shouted loudly enough about what makes it special.
“Never Done. Never Outdone.” aims to fix that—by embracing the city’s creative energy, diverse communities, and bold spirit.
Key highlights promoted in the campaign include:
- Culinary Diversity: From deep-dish pizza and hot dogs to Michelin-starred restaurants and global fusion cuisine.
- Arts & Culture: Home to major museums, local galleries, live theatre, and an evolving music scene.
- Natural Beauty: 26 miles of lakefront, more than 600 parks, and one of the most walkable city centers in the U.S.
- Events & Sports: Lollapalooza, Taste of Chicago, Chicago Bulls, Cubs, Sox, and major parades.
- Neighborhood Gems: Authentic experiences in Pilsen, Hyde Park, Bronzeville, Logan Square, and more.
You can explore all of these highlights through curated guides on Choose Chicago.
What’s Next for Chicago Tourism
Following this domestic push, Choose Chicago plans to launch international campaigns later this year targeting Canada, the UK, Germany, and Mexico. But for now, the focus remains firmly on tapping the U.S. market.
The city’s tourism leaders believe that domestic visitors not only bring spending dollars but also help shape positive stories about Chicago—stories that counter old stereotypes and reveal a city that’s proud, diverse, and future-forward.
Final Thoughts
With “Never Done. Never Outdone.”, Chicago is sending a bold message to the nation: the city is alive, evolving, and ready to welcome travelers with open arms. As cities compete for attention in a crowded travel market, Chicago’s strategy is clear—highlight its strengths, speak directly to new audiences, and never be outdone.
Visit Choose Chicago’s website for full details on trip planning, event calendars, and neighborhood guides.
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