2026 State Tourism Awards Presented at Annual Conference
October 23, 2026
October 23, 2026
From trailblazers promoting Missouri’s outdoor heritage to innovators reshaping destination marketing and leaders championing the state’s thriving film and tourism industries, this year’s Missouri Governor’s Conference on Tourism recognized outstanding individuals and organizations whose work elevates travel experiences across the Show-Me State.
Twelve awards were presented during an Oct. 21 ceremony in Springfield, honoring exceptional achievements in hospitality, marketing, storytelling, collaboration and long-term industry impact. Together, these honorees reflect the dedication and creativity that continue to drive Missouri’s tourism industry forward.
“Tourism professionals across Missouri are innovative, hard-working and dedicated to supporting and promoting their respective communities, while always maintaining a focus on providing a great visitor experience,” said Stephen Foutes, director of Visit Missouri. “The annual Governor’s Conference on Tourism Awards Banquet is an opportunity to honor the individuals and organizations that have made significant contributions to the travel industry.”
The award winners are:
Hall of Fame Award
Presented to individuals who have worked in the tourism industry for a minimum of 10 years and whose contributions have significantly and measurably impacted tourism in Missouri.
Recipient: Carolyn Crooker
Carolyn Crooker was recognized for her 14 years as executive director of the Sedalia Convention and Visitors Bureau. Carolyn’s skill in combining tradition with innovation increased visitation, boosted the local economy and enhanced Sedalia’s status as a tourism destination.
Recipient: Beth Wiles
Beth Wiles was recognized for her 23 years as executive director of the Pulaski County Tourism Bureau, where she led with a forward-thinking approach and passion for her community. Beth’s leadership helped promote Pulaski County as an exciting and welcoming getaway for travelers from across the country.
Sen. Emory Melton Legislative Award
Honors individuals who recognize the value of tourism to the state and work through the legislative process to support Missouri’s tourism industry.
Recipient: Rep. Brian Seitz
A member of the Missouri Tourism Commission and chair of the House Special Committee on Tourism, state Rep. Brian Seitz was recognized for his dedication to the tourism industry. He leads with a focus on the state’s natural beauty, attractions and economic growth. His support in the Capitol and on the commission continue to help ensure Missouri’s tourism industry and revenue soar upward.
Recipient: Sen. Brad Hudson
State Sen. Brad Hudson was recognized for his work during legislative session to restore the Tourism Supplemental Revenue Fund, helping guarantee an uninterrupted revenue stream to organizations across Missouri and to the Division of Tourism. His advocacy in the statehouse helped ensure the industry kept moving smoothly and will for years to come.
Marketing Campaign Award
Recognizes an effective integrated marketing campaign that results in increased tourism and economic benefit to a region.
Recipient: Visit Springfield, MO
Visit Springfield, MO was recognized for its efforts to refresh Route 66’s identity from purely nostalgic to relevant to today’s traveler using storytelling and original promotion. Through a creative, cohesive campaign that included digital, print, PR and interactive elements, the Visit Springfield, MO team welcomed visitors to celebrate the iconic road from both near and far resulting in a 60 percent increase in hotel occupancy, and a 30 percent increase in average daily rates.
Pathfinder Award
Recognizes an event or organization that successfully develops a niche tourism market.
Recipient: Magnificent Missouri
Founded by Dan Burkhardt, Magnificent Missouri was recognized for promoting the Katy Trail State Park and the history and culture surrounding the trail. By promoting and organizing events, plus media including an upcoming documentary called The Trail State, Magnificent Missouri attracts new visitors and families and increases interest among travelers in regional markets.
Innovator Award
Honors a small tourism organization or individual who achieves significant results on a modest budget.
Recipient: Heather Brown
Lake of the Ozarks Convention and Visitors Bureau Executive Director Heather Brown was recognized for leading her organization’s quick response after the area’s lodging tax was lost. By collaborating with local businesses, governments and tourism partners through the Area Marketing Program, Brown and the team matched state funds to continue promoting leisure and tourism in the Lake area.
Navigator Media Award
Presented to a media outlet that promotes tourism in Missouri and its importance to the state’s economy.
Recipient: AAA Explorer Midwest
AAA Explorer Midwest was recognized for championing Missouri to more than half a million readers. Coverage of events and attractions across the state, from community anniversaries and sporting culture to museums and recreation on the Missouri and Mississippi rivers, has inspired travel across the Show-Me State.
Film Industry Champion Award
Recognizes an individual who advocates for the film industry and works to expand its presence in Missouri.
Recipient: Explore Branson
Explore Branson was recognized for leveraging the Show MO Motion Media Tax Incentive to bring film production to the area. The team helped bring a movie, “An Ozark Mountain Christmas,” to Branson last year and saw several local businesses referenced in the film. With more projects on the horizon, film production in the Ozarks is off to a great start thanks to Explore Branson’s efforts.
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: Trisha O’Cheltree
Trisha O’Cheltree, director of the Hannibal Convention & Visitors Bureau, was recognized for her unwavering advocacy for her hometown over her first three years in the role. She led the commemoration of “The Adventures of Tom Sawyer’s” 150th anniversary and advocated for the restoration and relocation of the Molly Brown House. She also boosted local funding, information gathering and media attention.
Tracy Kimberlin Hospitality Award
Recognizes an individual, business or organization that has demonstrated excellent customer service.
Recipient: Kathleen Boswell
Kathleen Boswell was recognized for opening her house as a home away from home. She hosted guests to Sedalia for many local events over the years, making them feel more like family during their stays. She repeatedly demonstrated selflessness and hospitality that keeps visitors excited to return to Sedalia and Missouri.
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: Cora Scott
Cora Scott was recognized for bringing the national spotlight to Springfield during Route 66’s 100th anniversary. Under her leadership chairing the Route 66 Centennial Kickoff Celebration and Missouri Route 66 Centennial Commission, her community welcomed thousands of visitors and the cast of the TODAY Show, leading to measurable boosts in the local economy.
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The Missouri Division of Tourism, a division of the Missouri Department of Economic Development, markets the Show-Me State as a leisure-travel destination to increase the number of tourists to, and travel-related spending in, Missouri. In Fiscal Year 2025, Missouri welcomed 43.2 million visitors, and the travel industry had a $21.4 billion economic impact on the state.
