Missouri Tourism Breaks National Trends

By Lt. Governor Joe Maxwell

	The Governor's Conference on Tourism last week in St. Louis brought surprising and pleasant revelations regarding the state of Missouri's tourism industry.  Ranging from positive economic growth to our tourism industry to the thrill of winning a Harley-Davidson motorcycle, the announcements made at the conference point toward a bright tomorrow for Missouri tourism.

	In a period of slowed economic growth, increases to the state economy are dramatically important.  Our tourism industry, one of the three largest industries in the state, bucked the national trend of declining travel and revenue. Thanks to the tireless efforts of the 250,000-plus Missourians who make their livings in tourism related jobs and the innovative ‘Rediscover Your Missouri" marketing campaign, Missouri's tourism industry is thriving and generating revenues for our state.

	Missouri experienced a 5.4 percent increase in domestic person trips in the last fiscal year compared to fiscal year 2001, compared with an average 3.1 percent decrease by the other states in our region. Tourism-related tax revenues increased by $125 million in the past fiscal year, despite a stagnant economy and continued concerns about air travel.  In these tight budgetary times, the increase in tourism revenues is especially important when you consider that each dollar invested in promoting tourism now generates $60.36 in revenues for Missouri. Those revenues are in turn used to fund important programs that benefit all Missourians, such as health care, education and roads. 

	The "Rediscover Your Missouri" promotional effort launched last October, encouraging Missourians to travel within the state, is a primary reason tourism remains strong in Missouri.  This campaign has been marked by three successful promotions, "Discover More Missouri" in the spring, "Sounds of a Missouri Summer," a joint venture with Coca-Cola promoting musical events and festivals throughout Missouri, and the recent "Freewheelin' Fall Getaway" promotion which started in August.  

	This recent campaign was the most successful yet, as more than 60,000 people participated in the promotion. Participants were vying for the opportunity to win a 100th Anniversary Edition Harley-Davidson Road King motorcycle or one of five Missouri vacation packages.  After drawing the winners at the Governor's Conference on Tourism, I was able to personally call Frederick Houle of Grand Island, NY to let him know that he had won.  Mr. Houle initially thought the call was a practical joke from his son, being surprised since he said he had never won anything in his life.  He had entered into the promotion while exploring information on traveling in Missouri. He said he is looking forward to his upcoming trip to Branson that he has planned for next spring.

	Mr. Houle serves as an example for how the "Rediscover Your Missouri" campaign has transcended its goals during its initial promotions.  Not only are the interests of Missouri citizens spurred on to vacation in Missouri, but those from other states as well.  The entries from all 50 states as well as the District of Columbia, Puerto Rico and the Virgin Islands indicate that Missouri's tourism industry is making substantial strides, as interest in our state grows throughout the nation. 

 	As Vice-Chairman of the Missouri Tourism Commission, I am proud of these campaigns and those Missourians who work everyday as part of our expansive tourism industry. The freedom to travel is one of our greatest rights as Americans, and we encourage people to get out and explore the Show-Me State this fall.  No matter which of our fantastic destinations they visit, travelers will find a wide variety of events, adventures, and spectacular scenic beauty awaiting them in Missouri.