Strengthening Missouri Tourism Through National Efforts

By Lt. Governor Joe Maxwell

	Snapshots with smiling faces.  Exciting destinations.  Memories that will
last a lifetime.  Each of these are images and realities created through the
tourism industry, but their appearance has been at risk nationally due to a
tremendous economic downturn. Our nation has begun the healing process to
overcome the devastating emotional effects of September 11th using our
combined strength and unity to rebuild in the face of tragedy. Yet the
healing of our economy has yet to fully progress. We must first invest in
order to grow and, for Missouri, our tourism industry is a proven shining
light leading toward economic development.  During this time of tight
budgets the Missouri tourism industry has been one of the few bright spots
in our state's economy and we must continue to foster its growth.
	
	Missouri was able to increase its tourism revenue through a
committed investment in the Rediscover Your Missouri campaign.  While other
states in our region experienced decreases in domestic tourist trips, we
experienced a 5.4 percent increase. Tourism-related tax revenues also
increased by $125 million in the past fiscal year, despite a stagnant
economy and continued concerns about air travel.  Nationally, our economy
and tourism industry has continued to suffer, and further action needs to be
taken to help its recovery.
	
	As the current vice-chairman of the Missouri Tourism Commission, I
have had the opportunity to make and promote the sound investment our state
has made toward the industry and the 250,000 plus Missourians it employs.
Now, I am planning to demonstrate the positive outcomes Missouri has
experienced in order to further Congressional legislation that will enhance
tourism throughout our nation resulting in greater benefits for Missouri.  
At the upcoming Federal-State meeting of the National Lieutenant Governors
Association, I will be proposing a resolution supporting the passage of The
American Travel Promotion Act. Representatives Mark Foley of Florida and Sam
Farr of California originally introduced this act during the last
Congressional session in order to revitalize the national tourism industry
in the wake of the September 11, 2001 terrorist attacks. The American Travel
Promotion Act stalled in Congress last year, but is now part of the Senate
Omnibus Appropriations Bill.  

	I am very optimistic that if passed, this legislation will help states
continue to grow this vital industry of our economy, following a pattern
that Missouri has already demonstrated. When originally proposed, the
legislation called for $100 million in matching grants to be made available
to states on a one-time basis, with the disbursements based upon state
tourism marketing expenditures. This grant money would allow Missouri to
leverage our marketing dollars, effectively doubling our advertising effort
to certain markets, with the opportunity for a much greater return on our
tourism investment.

	Additionally, the resolution that I am offering would support the efforts of
the National Council of State Tourism Directors in the creation of a
national tourism office. A unified national tourism campaign could be
formulated through this office in order to draw in international travelers
to the United States.  This is important to our efforts because statistics
show international travelers spend more money and stay longer than domestic
travelers. During the last ten years the market share of world arrivals has
decreased thirty percent in the United States. It is time we renew this
effort.  In recent years Missouri found a message that resonated with
British travelers through our marketing campaign that focused on the "real
America." By creating a unified national tourism campaign, it would allow
every state to further their marketing message on an international level.
The state of Missouri and our nation would greatly benefit from the economic
boost that would occur by nationally strengthening the tourism industry.   I
encourage you to demonstrate your support of the Missouri tourism industry
and the national economy by contacting your Congressmen, as their support
will be necessary to see these measures enacted.  Let's continue to
strengthen Missouri tourism and the state economy by helping travelers
discover the wide variety of events, adventures, and spectacular scenic
beauty awaiting them at our fantastic destinations in Missouri.