Selling Fun Is Serious Business For The Missouri Division Of Tourism

by Stephen Foutes and Liz Coleman

Hermann, Missouri. Photo Credit: Missouri Division of Tourism.

Missouri has long known the importance of tourism to the state’s economy – and to communities large and small. The General Assembly created the Missouri Tourism Commission more than 50 years ago to promote the state as a travel destination. Few things have underscored the importance of tourism to the state as much as the COVID-19 pandemic. In a matter of weeks, an industry that pumps millions of dollars into Missouri’s economy every year was facing major challenges. Although some destinations, especially those offering outdoor activities, held steady, many others struggled from a sharp decline in travel.

While the travel industry is on the rebound from 2020, Tourism Economics, a leading industry research firm, suggests full recovery may not happen for several more years, when international, business, convention and event travel is projected to return to prepandemic levels.

An Economic Force

As one of Missouri’s largest industries, tourism plays a significant role in the state’s economy. In Fiscal Year 2019, Missouri had 42.9 million visitors, resulting in an economic impact

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totaling $17.7 billion. Tourism spending generated an estimated $1.46 billion in state and local tax revenue and supported more than 300,000 jobs.

The effect of COVID-19 on the travel industry was dramatic. Fiscal Year 2020, that included the first four months of the pandemic, saw the number of visitors to Missouri drop to 36.3 million with a total economic impact of $14.5 billion.

Following months of decline, key economic indicators, such as lodging occupancy rates, began to reflect the return of tourism. Lodging occupancy during the final week of March 2021 was up 161% compared to the same time period in March 2020. When final numbers are in for Fiscal Year 2021, state tourism officials expect them to show the industry’s rebound in progress.

St. Louis, Missouri (above) and Kansas City, Missouri (right). Photo Credit: Missouri Division of Tourism.

When the General Assembly established the Missouri Tourism Commission in 1967, the Missouri Division of Tourism (MDT) was created to serve as the commission’s administrative arm. As the state’s travelmarketing agency, MDT is responsible for promoting leisure travel, with an emphasis on bringing outside dollars into the Show-Me State.

Developing campaigns aimed primarily at residents in Missouri’s border states, MDT invests in a multichannel, layered campaign with paid, earned, shared and owned media tactics – a strategy dubbed the PESO method.

Paid media is self-explanatory, as it includes all types of paid advertising. Earned media is awareness generated through public relations resulting in positive news placements. Shared media is social media, including Facebook, Instagram and Twitter. Owned media includes the assets MDT controls, such as the annual travel guide and the VisitMo.com website.

MDT research staff provides data to guide the division’s marketing decisions and monitors the success of those efforts. A variety of research helps determine

the best way to reach target audiences, allowing the division to effectively and efficiently promote Missouri as a travel destination.

While the division focuses on bringing people into Missouri, it also connects with travelers once they are in the state by offering services at five Official Missouri Welcome Centers, located in Conway, Joplin, Eagleville, Rockport and Hayti. Affiliate welcome centers are located in Hannibal, Kansas City (three locations), Laclede, Pineville, St. Joseph, St. Robert, Sedalia, Springfield and West Plains. Visitors stopping by the centers can pick up the Official Missouri Travel Guide, published annually by MDT, as well as information about specific attractions in the state. Welcome Center staff are knowledgeable about all areas of Missouri and offer helpful information that often leads visitors to expand their itineraries and extend their trips.

In addition, the division directly supports the tourism industry through three cooperative marketing programs. Funding is provided to destination marketing organizations – convention and visitors bureaus, chambers of commerce and regional tourism officers across the state. The programs offer matching funds for marketing, resources and partnership opportunities that focus on increasing visitation and visitor spending. During Fiscal Year 2020, destination marketing organizations representing 41 counties participated in the co-op marketing programs.

The Missouri Film Office, a part of the Division of Tourism, plays a role in the travel industry as well. Consumers who connect with various forms of motion media often have a desire to visit locations where their favorite movies and TV shows were filmed. The office’s primary role is to help bring film projects to Missouri and increase production spending in communities where movies and TV shows are filmed. The office maintains connections with writers, directors, actors and producers across the U.S. In recent years, the office has assisted with productions ranging from the movie “Gone Girl,” primarily filmed in and around Cape Girardeau, to Netflix’s “Ozark” that included footage from the Lake of the Ozarks.

Supporting Tourism In Your Town

City officials can support tourism in several ways.

• Get to know the tourism leaders in your community.

Develop relationships with staff at the convention and visitors bureau, chamber of commerce, or county or city tourism office. • Know the impact of tourism on your community, including the tax revenue is generated by visitors to your city. • Amplify the importance of tourism to residents. Many attractions – including parks, entertainment venues and restaurants – that bring visitors to your area greatly contribute to the quality of life in your city. • Encourage small business owners to get involved with the local convention and visitors bureau or chamber of commerce. Many businesses – even those that aren’t usually considered part of the travel industry – can benefit from being included in efforts to promote an area as a travel destination.

• Many different types of businesses interact with visitors and contribute to the overall impression travelers have of a destination.

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If you had to describe Missouri’s tourism industry with just one word, “variety,” might say it best. Even people who have lived in Missouri their entire lives are often surprised at the varied attractions and experiences available throughout the state.

Missouri’s major metropolitan areas, St. Louis and Kansas City, and mid-sized cities, including Springfield and Columbia, offer a wide array of museums, performing arts, sports and night life. Small towns are home to charming downtowns and a slower pace. Branson and Lake of the Ozarks continue to be favorite vacation spots.

With a top-notch state park system and one of the best conservation departments in the country, outdoor recreation abounds. The state’s lush landscape, numerous lakes and sparkling streams provide endless opportunities for camping, hiking, boating, swimming, fishing, cycling, birding, canoeing and kayaking.

History buffs have plenty to explore at hundreds of sites that tell the stories of early explorers, Civil War battles, artists, athletes, scientists, entertainers, entrepreneurs and more.

Food and drink are also a major draw. Dining at local restaurants is a top activity for many visitors. From comfort food and barbecue to international cuisine, visitors can find plenty to satisfy their appetite. More than 125 wineries offer award-winning wines and scenic views. Craft breweries and distilleries have flourished throughout the state in recent years.

Missouri continues to see significant investment in creating new destinations, expanding and updating existing attractions.

In the past five years, new aquariums have opened in Springfield, St. Louis and Branson. The iconic Gateway Arch became the country’s 60th national park following a complete renovation of the grounds and museum.

A mountain bike park built near Ironton offers challenging trails and scenic views. The new Ste. Genevieve National Historical Park celebrates Missouri’s early French heritage. Several new golf courses, including the first public course designed by Tiger Woods, have turned the Branson area into a major golf destination. And the list goes on and on.

As the world recovers from the pandemic and the public’s desire to travel continues to grow, there will be no shortage of things to see and do in Missouri. And, the business of selling fun in the Show-Me State will be more important than ever.

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Stephen Foutes is the director and Liz Coleman is the communications manager at the Missouri Division of Tourism, a division of the Missouri Department of Economic Development. Learn more about Missouri tourism at www.visitmo.com.