Research and Reports

Tourism marketing research touches every program at the Missouri Division of Tourism, providing a road map for making informed marketing decisions and monitoring the success of the division’s strategies.

By first defining the most valuable target audiences, research then guides the placement of media in those identified markets and allows MDT to maximize limited resources by buying media more effectively and efficiently.

Further, by contracting with professional research companies, purchasing relevant studies and partnering with others to develop research that will benefit Missouri, the research team tracks trends, analyzes performance measurements and provides realistic performance results for the division and the industry.

The Missouri Division of Tourism’s research and reports are listed on the left side of this page. Please note that you will need Acrobat Reader or Microsoft Word to view the reports.

The latest Missouri Tourism Barometer is available here and is updated by the 20th of each month.