Daniel Thomas

Daniel Thomas is the Deputy Director of the Illinois Office of Tourism (IOT), where he leads initiatives to attract domestic and international travelers to Illinois, aiming to increase visitor numbers, spending, and overnight stays annually. Under his leadership, IOT strives to tell Illinois’ compelling story, inspiring the state’s 111 million annual visitors who contribute over $308 million in hotel/motel tax revenue and support over 270,000 tourism and hospitality jobs.

Thomas brings decades of brand-building experience in travel and tourism communications to his role at the Department of Commerce and Economic Opportunity (DCEO). A native Kiwi, he began his career with Air New Zealand at seventeen, eventually taking on senior roles. He represented Air New Zealand and its Star Alliance partners on various aircraft across the South Pacific, and led a successful business turnaround at Sky Tower, Auckland's top tourist attraction.

Since 2007, Thomas has made Illinois his home. He started as General Manager of the John Hancock Observatory, where he helped launch the “TILT” experience. He later led the World Federation of Great Towers and served as CEO of TimeZoneOne, overseeing the Emmy-winning “On the Fence” COVID-19 vaccine awareness campaign.

One of his first major initiatives as tourism director was a statewide listening tour aimed at attracting an additional 11 million visitors to reach a record 122 million. This tour provided valuable insights into local challenges and how IOT can better support stakeholders.

Daniel resides in Itasca and enjoys traveling with his husband, Bobby, and their dog, Bourbon.