Kristen Reynolds recently took the helm as CEO of Choose Chicago, the city’s dedicated tourism marketing organization. She stepped into this role just six weeks ahead of hosting U.S. Travel’s annual IPW conference in June. With a background as CEO of Discover Long Island and experience with the Arizona Office of Tourism and Starwood Hotels & Resorts, Reynolds is now focused on enhancing Chicago’s allure. News editor Johanna Jainchill recently sat down with Reynolds at IPW to discuss the upcoming Route 66 centennial, market strategies, and the importance of adaptability.
Kristen Reynolds
Embracing a Visitor’s Perspective
Q:What’s something that has stood out for you since joining Choose Chicago?
A: Many wonder how I can represent a city I’m not originally from, which has been a familiar question in my travels, including my move from Arizona to New York. However, viewing Chicago through a visitor’s eyes has allowed me to appreciate its charm and vibrancy anew. Being a newcomer lets me recognize the city’s unique offerings that locals may overlook, from stunning architecture to welcoming experiences that make Chicago a special place.
Route 66: Celebrating a Milestone
Q:How will Chicago mark the 100th anniversary of Route 66 in 2026?
A: As the starting point of Route 66, we are preparing extensively for its centennial celebrations. Our team has spent the past year installing significant mile markers and highlighting the exact kick-off point of Route 66 at the Art Institute of Chicago, which will feature a dedicated tour. Collaboration with other Route 66 destinations is key, as we aim to create a seamless journey for visitors to explore the historical roadway collectively.
Current Travel Trends and Visitor Numbers
Q:You began this role during a period of declining inbound travel. What changes are you observing now?
A: Last year, we welcomed a remarkable 2 million international visitors, but that is just a fraction of 55 million overall visitors. Attendance trends are showing stabilization or slight increases from several inbound markets, particularly in Latin America, though Canada has seen a decline. Our initiatives include enticing and engaging campaigns, particularly during events like IPW. The impending opening of the Obama Center, which will feature a museum and presidential library, adds another draw for potential visitors.
Adjusting to Emerging Markets
Q:Many destinations are reportedly shifting marketing efforts away from Canada. What is your stance?
A: With 27 years in the industry, having witnessed multiple challenges—from 9/11 to recessions and the pandemic—adaptability is crucial. Learning to pivot our strategies toward emerging markets and maximizing every opportunity ensures the ongoing success of our destinations.
Introducing the New Campaign: “Never Done. Never Outdone”
Q:Can you share the motivation behind your new campaign?
A: Community feedback was instrumental in shaping our new message, “Never Done. Never Outdone.” We want to showcase our city as a place that’s constantly evolving and improving. This campaign aims to engage with communities to identify the unique qualities and strengths they feel represent Chicago best. Authenticity is essential, as today’s visitors desire to engage with destinations that genuinely reflect the local culture and community.
Conclusion
With new leadership and a fresh perspective, Choose Chicago is set to enhance the city’s tourism appeal. By celebrating landmark anniversaries like Route 66 and adapting marketing strategies, Chicago aims to attract both domestic and international visitors looking for unique experiences in the Windy City.
