Alton Mayor Proposes Shifting Tourism Tax Funds to Other Initiatives

Some local businesses worry the move could hurt the city's tourism industry.

Apr. 7, 2026 at 12:25am

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A nostalgic, cinematic painting of a quiet, sunlit street in downtown Alton, Illinois, with historic brick buildings and a glimpse of the Mississippi River in the distance, conveying the city's small-town charm and appeal as a tourism destination.The historic brick streets and riverfront views of Alton, Illinois have long drawn visitors to the city, but proposed changes to tourism funding could threaten this economic driver.Alton Today

The mayor of Alton, Illinois has announced a proposal to redirect a portion of the city's hotel room tax and food & beverage tax funds away from the Great Rivers & Routes Tourism Bureau and towards other initiatives like riverfront improvements, education, and public safety. While the mayor argues the current funding allocation is unfair, the tourism bureau and some local business owners are concerned the cuts could negatively impact Alton's tourism-dependent economy.

Why it matters

Tourism is a major economic driver for Alton, with visitors accounting for a significant portion of revenue for local hotels, restaurants, and retailers. Any reduction in tourism funding could put the city at a disadvantage compared to neighboring communities and make it harder to attract visitors to Alton's historic downtown and riverfront.

The details

According to the mayor, last year Alton contributed $590,403 to the Great Rivers & Routes Tourism Bureau, a regional destination marketing organization. The mayor argues this amount is unfair and unbalanced compared to what other communities of varying sizes pay, with Collinsville contributing $75,000, Grafton $60,000, and Godfrey $20,000. The mayor's proposal would redirect close to $180,000 of those tourism funds towards other city priorities like riverfront projects, education, economic development, and public safety.

  • In 2025, Alton contributed $590,403 to the Great Rivers & Routes Tourism Bureau.
  • The mayor recently announced the proposal to redirect tourism tax funds.

The players

Mayor Goins

The mayor of Alton, Illinois who has proposed redirecting a portion of the city's tourism tax funds to other initiatives.

Cory Jobe

The president and CEO of the Great Rivers & Routes Tourism Bureau, who has criticized the proposed funding cuts as harmful to Alton's tourism economy.

Lisa Morrison

The owner of Morrison's Irish Pub, a local restaurant in Alton that relies heavily on tourism dollars.

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What they’re saying

“The proposed funding cuts to the Great Rivers & Routes Tourism Bureau will have immediate negative impacts on Alton's economy and local businesses. Tourism is a proven economic driver, with 94% of hotel spending and nearly one-third of restaurant and retail revenue coming from visitors outside the area.”

— Cory Jobe, President and CEO, Great Rivers & Routes Tourism Bureau

“All those tourism dollars and the flow of traffic, really help our business, from the standpoint of you got to have a lot of people coming through.”

— Lisa Morrison, Owner, Morrison's Irish Pub

What’s next

The mayor and city council will continue discussions on the proposed changes to tourism funding, with a decision expected in the coming months.

The takeaway

Alton's mayor believes the city's current tourism funding allocation is unfair, but local businesses worry that reducing investment in tourism promotion could hurt the city's economy at a time when communities are competing for visitor dollars. The outcome of these discussions will have significant implications for Alton's future as a tourism destination.