ARPA TOURISM RECOVERY/ MARKETING PLAN

WINTER 2023

TOURISM RECOVERY FUND GRANT: $2,915,519

Message from the President & CEO

The United Nations noted that tourism is one of the world’s most important economic sectors. It employs one in every ten people on Earth and provides livelihood to hundreds of millions more. It boosts economies and enables countries to thrive. It allows people to experience some of the world’s cultural and natural riches and brings people closer to each other, highlighting our common humanity.

The Capital City is a reflection of that sentiment, in fact, according to the Mississippi Department of Employment Security, last year, over 20,000 Mississippians earned their living by working In the tourism sector. The Capital City Tourism Community contributed over 17% of the Mississippi Tourism Visitor spending last year, over $800 Million Dollars impacting the Mississippi ecosystem. Jackson tourism is big business and a proven economic driver; the impact of the Tourism Recovery Fund (Round 2) will continue to sustain that influence.

Yes, Mississippi’s Capital City is a growing tourism destination AND so much more. We are a huge college community, home to six major higher education institutions, including Belhaven University, Jackson State University, Millsaps College, Mississippi College School of Law, Tougaloo College, and the University of Mississippi Medical Center, and our partnership with them helps contribute to our visitor economy. Jackson is also a busy commerce hub for our state, serving as the home to multiple corporate and regional headquarters that bring meetings, conferences, and training opportunities to the marketplace.

But most significant, Jackson Is the home to historical events and venues that helped shape the improved culture of this nation; we call it our Sense of Place, the City With Soul. We are the seat of the state’s government, arts, and culture, and its impact is profound - the world marvels at our history when they visit. It Is our charter and responsibility to promote these assets. Thank you for helping us make our mission a reality.

Sincerely,

Rickey L. Thigpen

Rickey L. Thigpen, PhD President & CEO Visit Jackson

Goal

The overall goal of Visit Jackson is to cause major economic impact for Jackson through programs designed to identify, attract and service conventions and meetings, trade shows, group tours, sporting events, and consumer travelers, while cultivating relationships with stakeholders, the value of citizen contributions, and the collective quality of life of the destination.

Mission

The mission of Visit Jackson is to connect, engage and inspire the Jackson community to be a welcoming destination for conventions, meetings, sporting events, and special events, resulting in rich, cultural, and memorable experiences with a rewarding sense-of-place for visitors and an economically beneficial and an enhanced qualityof-life for residents.

Brand Promise

Jackson is all about an authentic SOUL, which isn’t wrapped up in the number of hotel rooms or events or attractions in the city. The SOUL of Jackson is uniquely tied to our people. Our people exude creativity and hospitality forging memorable experiences every time you visit the City with Soul.

Diversity Inclusion Statement

Visit Jackson is fiercely committed to reflecting and upholding the value of diversity of thought, culture, and lifestyles that is inherent in the Jackson community. We are dedicated to practicing radical inclusion and believe that a plurality of ideas and experiences shaped around civil dialogue and equitable outreach is the driving and consistent force that makes Jackson a great destination and a great city.

Strategic Pillars

As a result of the data Indicators supported by its 5-year Strategic Plan, Visit Jackson has Identified the following strategic pillars for Fiscal Year 2022-2023.

Education Educate stakeholders regarding the purpose of a DMO/DLO

Advocacy Build proponents of the Visit Jackson community

Partnerships Travel Industry partnerships & cooperative Initiatives

Development Create additional strategies to Increase/develop/encourage tourism for the destination

Destination Demand Heighten demand for the destination

The population of Mississippi’s capital city is comprised of diverse backgrounds and experiences, cultures, ethnicities, and lifestyles, all of whom collectively represent the strength and creative energy that makes us the City With Soul.

As you discover all that is Jackson, you will see a community culture that is unique to the state. Here, you will experience a hospitality that is uniquely southern, combined with the embrace of diversity that is distinctly Jackson.

• The city features more than 30 interactive museums within a 10-mile radius, including museums focusing on sports, agriculture, science, history, aviation, art, music, and civil rights.

• Over 200 locally-owned restaurants serving traditional Southern dishes to international fare.

• Jackson hosts numerous historical markers on the Freedom Trail, Blues Trail, and Writer’s Trail.

• Jackson is home to the International Museum of Muslim Cultures, America’s first Islamic history, and culture museum.

• The City With Soul is home to more than two dozen cultural organizations and institutions.

From its pivotal role in the Civil Rights movement to its live music and Southern fare, Jackson has become a true destination city. With a reputation for warm, welcoming locals and a spirit of perseverance, Jackson has been at the forefront of history-making events since the Civil War. The city is proud of its critical role in the Civil Rights movement, documented in the Mississippi Civil Rights Museum and featured on the U.S. Civil Rights Trail.

Jackson is home to more historical markers than anywhere else in the state. These markers honor blues artists and venues, literary icons, and Civil Rights moments (both tragedies and victories). The city’s recent transformation of public art installations has generated new interest from a unique subset of travelers.

The dining scene is unexpected, offering everything from homemade mom-and-pop Southern food to innovative modern dishes by James Beard Award-winning chefs. Sports tourism is on the rise. With the resurgence of HBCU athletics, the capital city now sees over 50K visitors to the city during home football games. The City With Soul is a thriving tourist hotspot, and visitors are showing up now more than ever.