Through coordinated campaigns, cultural programming, and international outreach, the city is converting heritage into visitation.

FOR IMMEDIATE RELEASE

Media Contacts:

Isaac Reichman, ireichman@choosechicago.com, (312) 805-9586
Stephen Crano, scrano@choosechicago.com, (312) 567-8505
Michelle Gonzalez, mgonzalez@choosechicago.com, (312) 259-5708

Route 66 Photos Available Here

Chicago, IL (April 30, 2026) – Choose Chicago, the city’s official destination marketing organization, is inviting locals and visitors alike to celebrate the 100th anniversary of Route 66 in Chicago—the historic starting point of the iconic “Mother Road.”

For a century, Route 66 has connected Chicago to the Pacific Coast, earning its place as one of the most recognizable roadways in the world and a defining symbol of America. As the nation prepares to commemorate this milestone, Choose Chicago is leading a coordinated, yearlong effort to position the city as the global gateway to the Route 66 centennial—turning a historic moment into a driver of visitation and economic impact.

“Chicago is proud to be the starting point of Route 66, and the centennial is a once-in-a-generation opportunity to celebrate the road’s legacy and attract international visitors eager to experience this iconic piece of Americana” said Kristen Reynolds, President and CEO of Choose Chicago. “We’ve spent years preparing for this moment—building experiences, strengthening partnerships, and creating new ways for visitors and residents to engage with Route 66. We look forward to celebrating throughout the year and encouraging exploration of the ‘Mother Road’ right here where it begins.”

Established 100 years ago to connect the Great Lakes to the Pacific Coast, Route 66 has evolved into one of the most recognized travel experiences in the United States and a powerful draw for international visitors. With roughly 40 million travelers experiencing some portion of Route 66 each year—the majority of whom come from overseas markets—this is an opportunity for Chicago to capture global demand at the starting point of the journey. With the official centennial kickoff underway, the city is uniquely positioned to convert that demand into visitation and inspire travelers to begin their journey where the road begins.

In the lead up to the centennial, Choose Chicago—alongside partners and with support from the State of Illinois Department of Commerce and Economic Opportunity (DCEO) and the Office of Tourism—has invested in elevating Route 66’s presence across the city. This includes new Route 66 signage throughout downtown and along the historic route, a commissioned mural in the Tri-Taylor neighborhood celebrating the road’s cultural legacy, and a dedicated online hub offering curated itineraries and travel inspiration that make it easier for visitors to explore Chicago’s role in the “Main Street of America.”

Building on this foundation, Choose Chicago is executing an integrated strategy that combines global marketing, media and travel trade engagement, partnerships, and on-the-ground experiences to drive awareness and visitation. This includes positioning Chicago as the gateway to Route 66 through international campaigns and travel trade outreach, including recent engagements in London; creating original digital content that highlights the history of the road and where to eat along it; hosting media and influencers to showcase the city firsthand; and aligning with national storytelling moments, including sponsoring the premiere of “Route 66: The Main Street of America,” a new documentary selected by the U.S. Route 66 Centennial Commission to help the nation celebrate the 100th anniversary.

At the same time, Choose Chicago is working across the local ecosystem to ensure visitors can experience Route 66 in tangible and meaningful ways. The journey is anchored by a cultural partnership with the Art Institute of Chicago—recognized as the official starting point of Route 66—where new works from Native American artist Susan Folwell’s Route 66 series, an Artist Talk on May 28, and a refreshed Route 66 tour within the museum’s My Museum Tour tool bring the story of the road to life.

This is complemented by partnerships across the city, including collaboration with the Chicago Transit Authority to introduce a special-edition Route 66 Ventra card and promote destinations along the route, as well as the designation of a centennial starting point at Navy Pier, creating a symbolic “pier-to-pier” connection with Santa Monica Pier and reinforcing Chicago’s role at the beginning of the journey.

Visitors and residents can further engage with Route 66 through curated experiences offered by partners across the city, including sightseeing tours from operators such as Tours with Mike, Big Bus, and the Chicago Architecture Center, as well as exclusive hotel packages at participating properties including the Fairmont Chicago, The Whitehall Hotel, Loews Hotel, Best Western Grant Park, and the Palmer House. Additional cultural programming, neighborhood activations, and events will continue to roll out throughout the year, reflecting a unified, citywide effort to leverage the centennial as both a cultural milestone and a strategic opportunity to drive visitation, support local businesses, and elevate Chicago’s global profile.

“I am thrilled to partner with Choose Chicago for the third year in a row bringing the Route 66 Neighborhoods by Trolley tour to life for visitors and media,” said Mike McMains, owner and operator of Tours With Mike. “Route 66 is an American icon, and the Chicago neighborhoods surrounding it have truly amazing stories, landmarks, and attractions that I love featuring on this unique tour experience.”

To learn more about Route 66 in Chicago and explore centennial events and experiences, visit choosechicago.com/route66.

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ABOUT CHOOSE CHICAGO

Choose Chicago is the official destination marketing organization responsible for promoting Chicago as a global tourism and meetings destination—the city that’s Never Done and Never Outdone. Choose Chicago leverages the city’s unmatched assets to enrich the community by attracting meetings, events, and more than 55 million annual visitors, generating over $20 billion in economic impact. o and tag #NeverOutdoneChi on Facebook, Instagram, LinkedIn, TikTok, and X/Twitter. For more information, visit choosechicago.com.