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Missouri Division of Tourism Proudly Submits Creation, Which Translates Into More the 2010 Annual Report

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Missouri Division of Tourism Proudly Submits Creation, Which Translates Into More the 2010 Annual Report FY10 MissouriAnnual Division of Tourism Report Photo Courtesy of Branson Zipline Canopy Tours Letter from the Governor rom its picturesque outdoor opportunities to its the tourism industry, we have a suc- unique, world-class cities, Missouri truly is a won- cessful balance of a public-private Fderful destination for anyone. partnership to market Missouri as I commend all partners working with the Division of an affordable and family-friendly Tourism, representing every sector that touches tourism destination where our many won- and every region in Missouri, for their collaborative ef- derful attractions are always close forts in making sure Missouri’s tourism brand is pro- to home, as our slogan goes, but far moted at every opportunity, so that when people both from ordinary. And you don’t have inside and outside our state think destination, they think to take less of a vacation if you Missouri. Whether you are representing a local conven- come to Missouri, you can take a Governor Jeremiah W. (Jay) Nixon tion and visitors bureau, restaurant association, hotel vacation for less. and lodging association, AgriMissouri, an association Congratulations to our tourism for RV drivers or for bed and breakfasts, the wine and team that plans strategically, executes smart marketing grape industry, or a marketing and public relations firm, programs that keep visitors coming, keeps money flow- we all share the same goals. We must increase occu- ing into the local and state economy and keeps Mis- pancy in our hotel rooms, bring in more attendees to fes- souri’s image desirable. Their efforts create jobs, boost tivals, fill more seats at events, have more folks enjoying investment and help move our state economy in the most the outdoors in one of our parks, and have more people important direction - forward. enjoying what Missouri has to offer, because it is vital to our economy and quality of life as we go forward. We know that travelers are always looking to get the best vacation experience they can with the precious dollars they spend. Working together with all facets of Letter from the Director he Missouri Division of Tourism proudly submits creation, which translates into more the 2010 Annual Report. We believe the report taxes paid, more money for infra- Tis a fair and accurate description of how we have structure and a better economy. In met the Division’s responsibilities and duties as set forth addition, promoting the benefits of in Section 620.450 to 620.465 RSMo. travel for health, education, creativ- Tourism is a $11.4 billion industry for the Show-Me ity and job performance, as well as State, supports 281,255 jobs and provides $900 million the travel benefit to overall well-be- in state and local taxes for communities each year. Mis- ing, contribute to a better Missouri. souri receives $3.00 in state tax revenues from every The Missouri Tourism Commis- dollar invested in the MDT budget. sion and Division of Tourism staff Katie Steele Danner There has been a major retrenchment in the tour- members are passionate about promoting Missouri. We ism industry over the past two years, as the U.S. will continue to be enthusiastic and aggressive as we economy has faltered, and travel hit a downturn after work with all of our partners to the mutual benefit of years of increases. Nationally, travel in 2010 picked up the economy of our Missouri communities. slightly and is expected to continue its upward path this year. Confidence is replacing caution which is good news for the industry, and further good news for Missouri’s economy. The significant, combined benefits of investing in tourism weigh positively not only on our economy but also on our culture. Tourism investments convert to job Director, Missouri Division of Tourism 2 VisitMO.com Table of Contents Letter from the Governor ................................... 2 Welcome Centers ..................................... 28 – 29 Letter from the Director ..................................... 2 Special Promotions ........................................................................29 Affiliate Welcome Centers ..............................................................29 Table of Contents ............................................... 3 Community Involvement .................................................................29 Tourism Works for Missouri ............................... 4 Group Travel ..............................................30 – 31 Missouri Tourism Commission Group Travel Overall .....................................................................30 and Missouri Budgets ........................................ 5 Domestic Group Travel Media ........................................................30 The Missouri Tourism Story ............................... 6 Domestic Group Tour Associations and Conventions ........................... 31 The Nationwide View of Tourism and International Marketing ............................ 32 – 33 Missouri’s Top Numbers .................................... 7 International Media .......................................................................32 More Missouri Top Tourism Numbers ................................................ 7 Overall International Trade Shows ...................................................32 Tourism Spending and Canadian Efforts ..........................................................................32 Tourism-Related Employment .................... 8 – 12 United Kingdom Efforts ..................................................................32 Research Projects ......................................13 – 14 Calendar Year 2010 ...........................................34 Domestic Marketing and Advertising .........15 – 21 Regional/National Partnerships and Associations ...............................34 Awards: Received and Presented .....................................................34 ‘Vacation for Less’ Campaign .......................................................... 15 State Parks Campaign ................................................................... 16 Tourism’s Legacy ..............................................35 Missouri Moment .......................................................................... 17 Tourism Staff ............................................. Back cover Database Enhancements ................................................................ 17 GPS Promotion ............................................................................. 18 Append Project ............................................................................ 19 Index of Charts and Graphs Email Marketing ........................................................................... 19 Percentages of Budget Expenditures ....................................................5 Marketing Budget by Program ............................................................5 Tourism Partners ...................................... 22 – 23 Listing of the 17 Tourism-Related SIC Codes .........................................6 Civil War Sesquicentennial ............................................................22 Statewide Tourism Employment by Fiscal Year .......................................9 Search Engine Marketing ...............................................................22 Annual Sales Tax and Expenditures on 17 Tourism-Related SIC Codes .... 12 VisitMO.com SEM ........................................................................22 Domestic Visitors’ Activities by Percentage .......................................... 13 Number of FY10 Visitors to Missouri from Select Top Originating States of Missouri Visitors (in millions) .......................... 14 Designated Marketing Areas (in millions) .............................................22 Missouri Hotel Performance by Region, FY10 ...................................... 14 Partner Performance ...................................................................... 23 Impressions by Medium in Thousands ................................................ 16 Tom Uhlenbrock ........................................................................... 23 Domestic Marketing Investment by Medium ........................................ 16 Missouri’s Fishing and Outdoor Tourism Spokesperson ........................ 23 Domestic Marketing Advertising Budget by Season .............................. 16 Communications Program ........................ 24 – 25 Missouri’s Five Marketing Regions ..................................................... 17 In-state vs. Out-of-state Visitors (Residence status of Missouri travelers) ...... 18 VisitMO.com ................................................................................24 FY10 Percent of Visitation to Missouri by Month .................................. 19 Missouri Travel Guide ....................................................................24 In-state and Out-of-state Advertising Investment .................................... 19 Social Media ...............................................................................24 Domestic Advertising Market............................................................20 Public Service Announcements ........................................................25 FY10 Co-op program Statistics ......................................................... 26 Partnerships .................................................................................25 Expenditures by Type ..................................................................... 26 Cooperative Marketing Program
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