Reports & Studies

Annual Reports

MDT’s annual report showcases the past fiscal year and highlights both the division’s and the tourism industry’s efforts 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 by county.

Annual Reports

• Annual Report FY24
• Annual Report FY23
• Annual Report FY22
• Annual Report FY21
• Annual Report FY20*
• Annual Report FY19
• Annual Report FY18
• Annual Report FY17
• *COVID Impact FY20

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Economic Impact Reports

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 the number of visitors to Missouri as well as information on visitor expenditures.

Economic Impact Reports

• FY2024 Economic Impact
• FY2023 Economic Impact
• FY2022 Economic Impact
• FY2021 Economic Impact
• FY2020 Economic Impact
• FY2019 Economic Impact
• FY2018 Economic Impact
• FY2017 Economic Impact
• FY2016 Economic Impact
• FY2015 Economic Impact

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Nationwide Markets

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:

Missouri Visitor Demographic & Trip Profile Report

• FY22 Missouri Profile Report
• FY21 Missouri Profile Report
• FY20 Missouri Profile Report

Demographic Profile Particulars (Age, Party Composition, Expenditures)

• Nationwide Profiles – 2023
• Nationwide Profiles – FY2019

Where do Missouri’s visitors come from?

This area looks specifically at the originating states and DMAs of visitors to Missouri

• Origination – CY2023
• Origination – FY2019

Activities in which travelers nationwide from ALL markets participate

• Overnight Traveler Activities – CY2023
• Activities – FY2019

The types of transportation used by Missouri travelers

• Transportation – CY2023
• Transportation – FY2019

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Targeted Markets

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, in-state and out-of-state target audiences for 2023-2024 are:

Base markets: State of Missouri, Springfield, Des Moines, Oklahoma City, Tulsa, Memphis, Wichita, Little Rock, Fayetteville, Terre Haute and Peoria-Bloomington

Opportunity markets: Indianapolis, Topeka, Nashville, Dallas/Fort Worth, Chicago, Moline, Omaha, Evansville, Cedar Rapids/Waterloo/Iowa City/Dubuque, Monroe and Lincoln

Spill markets: Bowling Green, Chattanooga, Fort Wayne, Jackson, Jonesboro, Knoxville, Lafayette, Louisville, North Platte, Quincy, Keokuk, Rockford, Sioux City, South Bend, Tri-Cities, Sherman Ada and Wichita Falls

Expansion markets: Sioux Falls, Minneapolis/St. Paul, Milwaukee, La Crosse/Eau Claire, Madison, Green Bay, Rochester, Mankato, Shreveport, Jackson, Greenwood/Greenville, Columbus/Tupelo/Westpoint/Houston, Dayton, Cincinnati, Huntsville, Birmingham and Lexington

Spending information by categories of travel expenditures

• Target Market Visitor Expenditures – CY2024
• Target Market Visitor Expenditures – CY2023
• Target Market Visitor Expenditures – CY2019
• Target Market Visitor Expenditures – CY2018

Demographic profile particulars (Age, Party Composition, Expenditures)

• Visitor Profile – CY2024
• Visitor Profile – CY2023
• Visitor Profile – CY2019
• Visitor Profile – CY2018

Where they most often go in the state of Missouri

• Where Visitors Go – CY2024
• Where Visitors Go – CY2023
• Where Visitors Go – CY2019
• Where Visitors Go – CY2018

Activities in which travelers from our target markets participate

• What Visitors Do – CY2024
• What Visitors Do – CY2023
• What Visitors Do – CY2019
• What Visitors Do – CY2018