Is Heavy Tourism Advertising Worth It? Alton Says No,
Should Granite City Ask the Same Question?

GraniteCityGossip.com April 10, 2026

Communities across southwest Illinois rely on tourism dollars, but not every city is built to benefit equally from large‑scale destination marketing. That reality is now at the center of a growing debate, and one that recently came to a head in Alton and may soon deserve a closer look in Granite City.

Alton Pushes Back on High Tourism Advertising Costs.
Recently, Alton Mayor David Goins announced that he and the Board of Aldermen are reevaluating how the city uses its hotel room tax and food & beverage tax for tourism promotion.

According to the mayor, Alton paid $590,403 last year to the Great Rivers & Routes Tourism Bureau, the regional destination marketing organization representing 39 communities across southwest Illinois.

Goins argues that the amount Alton pays is “unfair and unbalanced” compared to what other cities contribute:
Collinsville: $75,000
Grafton: $60,000
Godfrey: $20,000

Alton depends heavily on tourism, yet even they are questioning whether the return justifies the investment.

Does Large‑Scale Tourism Advertising Make Sense for Every City?
Before any city commits substantial funds to regional tourism marketing, it must ask a basic but critical question:

Do we have the assets to support the type of tourism we’re paying to attract?
Large‑scale tourism advertising is designed to draw overnight visitors, people who stay in hotels, dine at multiple restaurants, shop locally, and attend attractions.

For that investment to pay off, a city typically needs:
Multiple hotels.
A variety of restaurants.
Shopping districts or unique retail.
Entertainment venues or attractions.
Walkable or destination‑style areas.

If a city lacks these components, the return on tourism advertising becomes limited. Out‑of‑town travelers simply don’t have enough places to stay, spend, or explore.
In those cases, directing advertising dollars toward local residents and neighboring communities often produces far better results. People who already live within 10–20 miles are more likely to attend events, dine locally, and support small businesses, without the need for hotel infrastructure.

So, What About Granite City?
Granite City participates in the Great Rivers & Routes Tourism Bureau, but there are several key points we need to consider:

How much does Granite City pay the Tourism Bureau each year?
Alton’s contribution was publicly disclosed. Granite City’s has not been widely discussed. Residents need to be aware of the exact figures, yearly and for how long.

What Granite City businesses are actually being promoted with these dollars?
Tourism advertising typically highlights attractions, unique restaurants, boutique shops, lodging, and entertainment venues.

Granite City is not advertising:
Fast‑food chains.
Grocery stores.
Big‑box retailers.

So, which local businesses specifically, have benefitted from this partnership?
Has the investment produced measurable results?

Residents should be able to see:
What events or attractions were and are being promoted?
Who makes the decisions on what businesses are highlighted?
How many visitors those promotions brought in.
Were there overnight stays, and where?
Whether local businesses saw increased revenue.
Whether the city’s investment is proportional to its return.

Without this information, it’s impossible to determine whether Granite City is receiving value comparable to what it pays.

Why This Matters Now.
Tourism can absolutely be an economic engine, when a city has the infrastructure to support it. But if a community lacks hotels, entertainment districts, or destination‑style attractions, then large‑scale regional advertising may not be the most effective use of tax dollars.

Alton, a city with far more tourism assets than Granite City has already said the cost is too high.
That raises a fair and necessary question:
If Alton believes the investment is excessive, is Granite City getting its money’s worth?
A call for transparency and who the costs for the advertising benefits?

Granite City residents deserve clear answers:
What is our annual contribution to Great Rivers & Routes?
What exactly are we receiving in return?
Which local businesses are being promoted?
Is the investment aligned with our city’s actual tourism capacity?

Until those questions are addressed publicly, it’s impossible to know whether Granite City is making a smart investment or simply paying into a regional system that benefits other communities far more than our own.

The most recent vote at the Alton City council meeting April 9th, the council members voted 6-1 in favor of delaying any funding cuts to Great Rivers & Routes until 2027.