Chicago is pushing back against political rhetoric with a new social media initiative putting its residents and visitors at the center of the city’s narrative.
Since launching the “All for the Love of Chicago” campaign, Choose Chicago, the city’s official destination marketing organization, has amassed 6,165 followers, reached 840,700 people, and recorded 59,000 engagements.
The campaign calls on locals and travelers to share photos, videos, and personal stories on Instagram and TikTok (@allfortheloveofchicago). They spotlight the city’s neighborhoods, culture, and vibrancy.
It started two days after President Donald Trump threatened to deploy National Guard troops to the city. A threat has been continually repeated.
“Gone are the days when we let others define Chicago,” said Guy Chipparoni, Choose Chicago board chair.
Governor JB Pritzker and Mayor Brandon Johnson have endorsed the effort, positioning it as an antidote to negative portrayals of Chicago in national media.
“It’s so important to spread love in a time of negativity that we are all experiencing,” said Kristen Reynolds, president and CEO of Choose Chicago.
The grassroots effort complements Choose Chicago’s larger Never Done. Never Outdone. campaign, a $640,000 global initiative launched in June. While that program is designed to boost overall visitation, the new campaign serves as a more immediate, community-driven effort.
Chicago Tourism Rebounds
Chicago tourism has rebounded strongly. Approximately 55.3 million visited in 2024, up 6.5% year-over-year. International visitation surpassed 2 million for the first time since 2019. The total economic impact of tourism reached $20.6 billion.
Still, international travelers remain wary of U.S. political divisions and policies, raising concerns about how perception could affect future visitation and meetings.
Reynolds said that conventions and business events have not yet been affected, but the city is preparing for potential fallout.
“We are worried there may be disruption if the National Guard is deployed,” she said. “That is why we are getting ahead of this situation with this new initiative. We are also in close contact with D.C. and L.A., which have also experienced this.”
