Seasonal Tourism through Shopping

By Lt. Governor Joe Maxwell

	While many of us are recovering from our Thanksgiving meals the day before,
many other Missourians can be found fighting the crowds at local shopping
centers the Friday after Thanksgiving.  Somewhere amongst these holiday
shoppers will be my wife and daughters, making their annual 5 a.m. shopping
trek.  This has become not only a tradition in our household, but one for
numerous families throughout Missouri. Although many of these shoppers may
be motivated by sales on a perfect present, they are doing more than finding
a good bargain on their new holiday acquisitions.  Regardless of whether
their shopping is done the day after Thanksgiving or during the rest of the
year, these Missourians are helping our economy by making these purchases. 

	Many of us might not think of these purchases as tourism, but shopping is a
critical element of the tourism industry.  This is a concept that we readily
accept when discussing out-of-state travelers, but rarely consider when
shopping within our own state. The dollars infused into the local economy by
purchases during this time period generate substantial additional revenue
through a multiplier effect.  This revenue supports the vitality of local
cities and towns and provides them with opportunities for continued growth
and expansion.  This demonstrates why in-state travel and shopping has been
and will continue to be vital to the growth and success of Missouri's
tourism industry and local economies. 

	This growth and success is even more important when considering the slowed
economic growth that has faced our state and nation during the last few
years.  Despite this fact and decreases in tourism revenue in surrounding
states, Missouri experienced a 5.4 percent increase in domestic person trips
in the last fiscal year compared to fiscal year 2001.  These Missouri
destinations have each had their local economy bolstered by these trips
through generating revenue from outside the community.  

	By being active supporters of state and local businesses during the upcoming
holiday season we will be supporting our fellow Missourians and the state
economy. It may not be at 5 a.m., but I do look forward to the time I get to
spend shopping with my wife and daughters on a weekend afternoon.  Wherever
in Missouri we choose to go, I will be able to share valuable time with
them.  This is true for every family and every destination, as each Missouri
experience has something to special to offer. Whether this is done during a
trip to Kansas City to witness the beauty of the Plaza lights or a visit to
an antique store in a small rural Missouri community, you will be actively
supporting the local community and Missouri's tourism industry.