Research
Missouri Division of Tourism

Missouri Tourism Industry information

Tourism works for the state of Missouri. That's the quick way of saying the tourism industry provides more than 280,000 tourism-related jobs, generates nearly $11 billion in tourism-related spending and contributes to the overall economic health of Missouri.

Travel promotion efforts in Missouri are led by the Missouri Division of Tourism (MDT) and are aimed at showcasing the variety of tourism assets found in the Show-Me State. MDT is a research-based organization; the division's ultimate goal is to grow market share by drawing more visitors and the spending and tax revenue they generate to and within Missouri.

Spending by visitors generates sales in lodging, food services, recreation, amusement parks, airlines, vehicle-rental companies, gas stations and retail businesses - all of which are a part of the collective "travel industry." These sales support jobs for Missouri residents and contribute tax revenue to local and state governments.

The tourism footprint in Missouri is broad, as the industry is composed of a diverse group of businesses found in every county. The money visitors spend while traveling in the Show-Me State produces business receipts at these businesses, in turn employing Missouri residents and paying their wages and salaries. State and local government units benefit from travel as well.

Industry information and resources on research and funding can be found below. The Missouri Division of Tourism maintains an index of tourism research and can send you available reports.

You will need Acrobat Reader or Microsoft Word to view documents in the MDT Research and Reports section of this website.

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.

Missouri Barometer

The Missouri Division of Tourism research team analyzes a variety of research metrics in order to provide the Missouri Travel Industry with a monthly "Missouri Travel Barometer" The main goal of this report is to answer the question, "How is tourism doing statewide?" The intent is for the barometer to show key travel indicators that - at a glance - illustrate various measurements affecting Missouri's tourism industry. Where more in-depth information seems necessary and is available for each indicator, greater detail is provided beyond the executive summary.

February 2018 Barometer Report
January 2018 Barometer Report
December 2017 Barometer Report
November 2017 Barometer Report
October 2017 Barometer Report
September 2017 Barometer Report
August 2017 Barometer Report
July 2017 Barometer Report
June 2017 Barometer Report
May 2017 Barometer Report
April 2017 Barometer Report
March 2017 Barometer Report
February 2017 Barometer Report
January 2017 Barometer Report
December 2016 Barometer Report
November 2016 Barometer Report
October 2016 Barometer Report
September 2016 Barometer Report
August 2016 Barometer Report
July 2016 Barometer Report
June 2016 Barometer Report
May 2016 Barometer Report
April 2016 Barometer Report
March 2016 Barometer Report
February 2016 Barometer Report
January 2016 Barometer Report
December 2015 Barometer Report
November 2015 Barometer Report
October 2015 Barometer Report
September 2015 Barometer Report
August 2015 Barometer Report
July 2015 Barometer Report
June 2015 Barometer Report
May 2015 Barometer Report
April 2015 Barometer Report
March 2015 Barometer Report
February 2015 Barometer Report
January 2015 Barometer Report
December 2014 Barometer Report
November 2014 Barometer Report
October 2014 Barometer Report
September 2014 Barometer Report
August 2014 Barometer Report
July 2014 Barometer Report
June 2014 Barometer Report
May 2014 Barometer Report
April 2014 Barometer Report
March 2014 Barometer Report
February 2014 Barometer Report
January 2014 Barometer Report
December 2013 Barometer Report
November 2013 Barometer Report
October 2013 Barometer Report

Annual Reports

MDT's annual report showcases the past fiscal year and highlights the efforts by program with results for key performance measures. Included in these reports are the top tourism numbers for visitation, plus the spending and employment numbers by industry classification codes, and by county, within the state's five tourism regions.

Annual Report FY17
Annual Report FY16
Annual Report FY15
Annual Report FY14
Annual Report FY13
Annual Report FY12
Annual Report FY11
Annual Report FY10
Annual Report FY09
Annual Report FY08
Annual Report FY07
Annual Report FY06
Annual Report FY05
Annual Report FY04

Economic Impact Report Summaries

This report summarizes the statewide economic impact of the Missouri travel industry. For more than 15 years, this has been the most quoted report for overall annual trending information. It is often sought for details on visitor expenditures, along with specific demographics and habits of the typical Missouri visitor. It is part of the primary data source for determining the tax return on investment (ROI) reported in MDT's Annual Report. Other data included: the overall economic impact of the tourism industry, the number of visitors to Missouri and their origin, and trends regarding in- and out-of-state visitation. Other metrics focus on couples travel, family travel and demographics of travelers both nationwide and from within Missouri.

FY2017 Economic Impact Executive Summary (modified 4/6/2018)
FY2016 Economic Impact Executive Summary (modified 12/8/2016)
FY2015 Economic Impact Executive Summary (modified 2/8/2016)
FY2013 Economic Impact by Region and County (modified 4/14/2015)
FY2013 Economic Impact Executive Summary (modified 4/14/2015)
FY2011 Economic Impact Executive Summary (modified 7/8/2014)
FY2010 Economic Impact Executive Summary (modified 7/8/2014)
FY2009 Economic Impact Executive Summary (modified 7/8/2014)
FY2008 Economic Impact Executive Summary (modified 7/8/2014)
FY2007 Economic Impact Executive Summary (modified 7/8/2014)
FY2006 Economic Impact Executive Summary (modified 7/8/2014)
The Missouri Golf Economy (modified 7/8/2014)

Visitors from MDT Geographic Targeted Markets - Profiles

Included within this section is detailed information about the leisure visitors to Missouri from MDT's out-of state target markets as well as Missouri residents who travel within the state.

Those geographic, out-of-state target audiences for 2015 were:

Priority markets: Chicago, Louisville and Memphis

Base markets: Cedar Rapids, Springfield, Des Moines, Evansville, Jonesboro, Oklahoma City, Omaha, Paducah, Peoria, Quad Cities, Sioux City, Terre Haute, Topeka and Tulsa

Expansion markets: Cincinnati, Cleveland, Columbus, Dayton, Indianapolis, Lexington and Nashville

Spill markets: Bowling Green, Chattanooga, Columbia/Jefferson City, Dallas/Ft. Worth, Ft. Smith, Ft. Wayne, Jackson, Lafayette, Pittsburg, Kansas City, Knoxville, Lima, Lincoln, Little Rock, Madison, Milwaukee, Minneapolis, Ottumwa, Quincy, Rockford, South Bend, St. Joseph, Springfield, St. Louis, Toledo, Tri-Cities, Wichita, Youngstown and Zanesville

Information reported includes:

Spending information by categories of travel expenditures

Expenditures by Visitors from Target Markets--CY17
Expenditures by Visitors from Target Markets--CY16
Expenditures by Visitors from Target Markets--CY15
Expenditures by Visitors from Target Markets--CY14
Expenditures by Visitors from Target Markets--CY13
Expenditures by Visitors from Target Markets--CY12
Expenditures by Visitors from Target Markets--CY11
Expenditures by Visitors from Target Markets--CY10
Expenditures by Visitors from Target Markets--CY09 Demographic profile particulars such as age, party composition, party expenditures, etc.

Profile of Visitors from Target Markets--CY17
Profile of Visitors from Target Markets--CY16
Profile of Visitors from Target Markets--CY15
Profile of Visitors from Target Markets--CY14
Profile of Visitors from Target Markets--CY13
Profile of Visitors from Target Markets--CY12
Profile of Visitors from Target Markets--CY11
Profile of Visitors from Target Markets--CY10
Profile of Visitors from Target Markets--CY09

Where they most often go in the state of Missouri

Where Do Travelers from Our Target Markets Go in Missouri--CY17
Where do Travelers from Our Target Markets Go in Missouri--CY16
Where Do Travelers from Our Target Markets Go in Missouri--CY15
Where Do Travelers from Our Target Markets Go in Missouri--CY14
Where Do Travelers from Our Target Markets Go in Missouri--CY13
Where Do Travelers from Our Target Markets Go in Missouri--CY12
Where Do Travelers from Our Target Markets Go in Missouri--CY11
Where Do Travelers from Our Target Markets Go in Missouri--CY10
Where Do Travelers from Our Target Markets Go in Missouri--CY09
Where Do Travelers from Our Target Markets Go in Missouri--CY08

Activities in which travelers from our target markets participate

What Travelers from Our Target Markets Do in Missouri--CY17
What Travelers From Our Target Markets Do in Missouri--CY16
What Travelers from Our Target Markets Do in Missouri--CY15
What Travelers from Our Target Markets Do in Missouri--CY14
What Travelers from Our Target Markets Do in Missouri--CY13
What Travelers from Our Target Markets Do in Missouri--CY12
What Travelers from Our Target Markets Do in Missouri--CY11
What Travelers from Our Target Markets Do in Missouri--CY10
What Travelers from Our Target Markets Do in Missouri--CY09
What Travelers from Our Target Markets Do in Missouri--CY08

Visitors from ALL Geographic Markets Nationwide - Profiles

Included within this section is detailed information about leisure visitors to Missouri from across the country/all markets and includes Missouri residents who travel within the state. Information reported includes:

Demographic profile particulars such as age, party composition, party expenditures, etc

Profile of Visitors from Nationwide Markets--FY17
Profile of Visitors from Nationwide Markets--FY16
Profile of Visitors from Nationwide Markets--FY15
Profile of Visitors from Nationwide Markets--FY14
Profile of Visitors from Nationwide Markets--FY13
Profile of Visitors from Nationwide Markets--FY11
Profile of Visitors from Nationwide Markets--FY10
Profile of Visitors from Nationwide Markets--FY09

Where do Missouri's visitors come from? This area looks specifically at the originating states and DMA's of visitors to Missouri

Originating States and DMAs of Visitors to Missouri--FY17
Originating States and DMAs of Visitors to Missouri--FY16
Originating States and DMAs of Visitors to Missouri--FY15
Originating States and DMAs of Visitors to Missouri--FY14
Originating States and DMAs of Visitors to Missouri--FY13
Originating States and DMAs of Visitors to Missouri--FY11
Originating States and DMAs of Visitors to Missouri--FY10
Originating States and DMAs of Visitors to Missouri--FY09

Activities in which travelers nationwide from ALL markets participate

What Travelers From Nationwide Markets Do in Missouri--FY17
What Travelers From Nationwide Markets Do in Missouri--FY16
What Travelers From Nationwide Markets Do in Missouri--FY15
What Travelers From Nationwide Markets Do in Missouri--FY14
What Travelers From Nationwide Markets Do in Missouri--FY13
What Travelers from Nationwide Markets Do in Missouri--FY11
What Travelers from Nationwide Markets Do in Missouri--FY10
What Travelers from Nationwide Markets Do in Missouri--FY09

The primary type of transportation used by Missouri travelers

Missouri Visitors' Mode of Transportation--All Markets--FY17
Missouri Visitors' Mode of Transportation--All Markets--FY16
Missouri Visitors' Mode of Transportation--All Markets--FY15
Missouri Visitors' Mode of Transportation--All Markets--FY14
Missouri Visitors' Mode of Transportation--All Markets--FY13
Missouri Visitors' Mode of Transportation--All Markets--FY11
Missouri Visitors' Mode of Transportation--All Markets--FY10
Missouri Visitors' Mode of Transportation--All Markets--FY09

Missouri's Funding for Tourism Promotion

Missouri's method of investing in tourism promotion is considered a national model that has been utilized by many states hoping to establish their own state's tourism funding formula. Thanks to a funding mechanism created in 1993, known as House Bill 188, the Missouri Division of Tourism's budget increased from $6 million in 1993 to a high of $21 million in Fiscal year 2009. The document in this section details the history of that landmark legislation and how the funding formula is implemented. A question and answer section is included plus a listing of the 17 Standard Industry Classification (SIC) codes upon which the formula was built.

Missouri's Funding for Tourism Promotion 2017

Marketing Plans

Missouri Tourism is a research-based marketing organization. That research outlines who considers Missouri to be a potential vacation destination, where they come from and where they go, what do they like to do and more. All of that data is used to determine how to shape the marketing and advertising plans of the division so that they conform to the overarching goals laid out in the Division’s Strategic Plan. The results of that work are presented in an annual marketing plan to guide Missouri tourism in reaching those goals.

MDT FY 14-17 Strategic Plan
MDT CY16 Marketing Plan
MDT CY 15 Marketing Plan
MDT CY14 Marketing Plan
MDT FY13 Marketing Plan
MDT FY12 Marketing Plan
MDT FY11 Marketing Plan