2025 State Tourism Awards Presented at Annual Conference

A popular Route 66 attraction, a scenic train route and a festival that honors Christmas celebrations of the past were among the award winners at the annual Missouri Governor’s Conference on Tourism, held Oct. 7-9 in Lake Ozark.

Ten awards were presented during the conference to individuals and organizations for their efforts to boost tourism in the Show-Me State.

“Missouri’s tourism industry has some of the most memorable attractions, welcoming communities and passionate individuals,” said Stephen Foutes, Missouri Division of Tourism director. “Awards night at the Missouri Governor’s Conference on Tourism is one way we’re able to recognize these individuals and organizations and put them in the spotlight.”

The award winners are:

Hall of Fame Award

Presented to an individual who has worked in the tourism industry for a minimum of 10 years and whose contributions have significantly and measurably impacted tourism in Missouri.

Recipient: Renee Eichelberger Renee Eichelberger was recognized for dedicating nearly 30 years to traveling all over the United States and abroad to attract leisure and group travelers to Missouri. She has been an active member of the St. Louis Area Attractions Association, Missouri Travel Alliance, Missouri Motion Media Association and the National Tour Association.

Marketing Campaign Award

Recognizes an effective integrated marketing campaign that results in increased tourism and economic benefit to a region.

Recipient: Missouri River Runner The Missouri River Runner is a scenic rail line that connects St. Louis and Kansas City. With several stops in smaller towns and cities between the two metropolitan areas, the River Runner’s marketing campaign has brought attention to those towns and all they have to offer – vineyards and wineries, museums, festivals, and more.

Recipient: Visit Springfield

Taking advantage of the upcoming Route 66 Centennial, Visit Springfield rolled out a campaign that called to mind the nostalgia of a road trip in the heyday of the Mother Road.

Three hundred prospective group clients received a promotional package that included a custom cassette tape that narrated the city’s top attractions and songs produced by a local musician. As a result, the city saw strong booking interest and a direct economic impact.

Pathfinder Award

Recognizes an event or organization that successfully develops a niche tourism market.

Recipient: St. Charles Christmas Traditions For 50 years, St. Charles Christmas Traditions has been drawing visitors to the brick-paved historic Main Street. Throughout the festival, visitors can embrace the magic of the season through much-loved traditions in addition to exploring unique holiday customs from around the world. The 50th anniversary in 2024 received a spotlight on NBC’s Today Show and its own documentary, which led to increased attendance and merchandise sales.

Innovator Award

Honors a small tourism organization or individual who achieves significant results on a modest budget.

Recipient: Kelly O’Malley Kelly O’Malley is the director of tourism in Pacific, Missouri. Under her leadership, the Red Cedar Inn on historic Route 66 was restored and transformed into an engaging and interactive visitor center. Additionally, she launched new community events, leads the town’s Route 66 Centennial Team, oversees the Historical Society, and helped Pacific win the Missouri Humanities Small Town Award in 2024.

Navigator Media Award

Presented to a media outlet that promotes tourism in Missouri and its importance to the state’s economy.

Recipient: Jefferson City Magazine Jefferson City Magazine is a lifestyle publication that features local businesses, events and personalities. The magazine also includes travel ideas for readers interested in visiting Missouri destinations. In 2025, Jefferson City Magazine collaborated with the Missouri Division of Tourism to provide an article in each publication that highlights attractions across the state.

Film Industry Champion Award

Recognizes an individual who advocates for the film industry and works to expand its presence in Missouri.

Recipient: Christian Mengel When the Show MO Motion Media Tax Incentive passed in 2023, Christian Mengel became an advocate for film projects in St. Joseph. He revived the St. Joseph Film Commission and partnered with Missouri Western State University’s Cinema Program to support students creating feature-length films. He also helped the St. Joseph Convention & Visitors Bureau become members of the Association of Film Commissioners International.

Rising Star Award

Honors an individual who has worked for a tourism-related organization less than five years or who has transitioned to a new role and made significant advancements to the organization’s efforts.

Recipient: Aaron Smith Aaron Smith became the marketing director at Visit Ste. Genevieve in late 2023, and he immediately took action. He applied for festival grants, began planning for events surrounding the 2024 eclipse, and oversaw a full rebrand for Ste. Genevieve. He’s connected with the press to get more coverage for the city and to tell its story in brand new ways.

Tracy Kimberlin Hospitality Award

Recognizes an individual, business or organization that has demonstrated excellent customer service.

Recipient: Gary’s Gay Parita Gary’s Gay Parita is a 1930s Sinclair service station that was restored in 2005 by Gary Turner. Gary’s vision of a nostalgic roadside attraction is carried on by his daughter, Barbara Barnes. Travelers who stop by can peruse the buildings and all of the retro collectibles that give the place character. This unique stop on Route 66 welcomes visitors from across the globe and was featured in National Geographic.

Spirit of Missouri Award

Presented to an individual who does not represent a destination marketing organization, but embodies the spirit, hospitality and enthusiasm that makes them a true Missouri spokesperson.

Recipient: Annette Alden Annette Alden is the marketing director for the Missouri Wine and Grape Board. She has been a longtime partner and collaborator with the Missouri Division of Tourism and has shared her expertise and samplings of Missouri wine at many tourism events. At these events she is able to share the story of Missouri wine with a wide range of media outlets and travelers.

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The Missouri Division of Tourism, a division of the Missouri Department of Economic Development, works to market the Show-Me State as a destination for travelers and to increase the number of tourists and travel-related spending. In Fiscal Year 2024, Missouri welcomed 42.4 million visitors, and the travel industry had a $20.8 billion economic impact on the state.