10
The Economic Impact of Tourism in Missouri Fiscal Year 2016 Summary December 2016
The Economic Impact of Tourism in Missouri
Fiscal Year 2016 Summary
December 2016
2
Introduction and definitions
This study measures the economic
impact of tourism in Missouri in FY2016.
Visitors included travelers from Missouri
and other states who came from a
distance greater than 50 miles and/or
stayed overnight.
The impact of tourism includes direct
spending, the indirect (supply-chain)
effects, and induced (income) effects.
Impacts were measured in terms of
employment, income, gross output
(business sales), and tax revenues.
3
Headline results
Tourism in Missouri generated a $16.5 billion
impact in FY2016, an increase of 3.6% from
FY2015. This economic impact is based upon
the spending of an estimated 41.7 million
visitors to Missouri.
Visitor expenditures in tourism-related
industries such as hotels/motels, attractions,
restaurants, etc. (as defined in state statutes)
were $13.1 billion in FY16 – a 5.1% increase
over FY15.
Domestic overnight visitors spent an average
of $99 per person per day, day trippers spent
an average of $89 per person, and the overall
average was $98 per person per day.
Tourism in Missouri generated $1.4 billion in
local and state tax revenues in FY2016.
Including federal taxes, tourism generated $2.4
billion including federal tax revenues, 2.8%
more than in FY2015.
4
Headline results
Tourism-related industries in FY2016
provided 307,937 jobs in Missouri for a 3.6%
increase over FY2015.
Approximately 8.3% (1 in 12) of all jobs in
the state were in tourism-related industries.
Nearly two-thirds of visitors stayed overnight
(65.4%) and 85.9% came for leisure.
27% of visitors came in Fall, 25.9% in
Spring, 24.0% in Summer, and 23.1% in
Winter.
Just over 43.2% of Missouri’s tourism is from
within the state, 1.6 percentage points less
than a year earlier.
Visiting friends and family. shopping,
sightseeing, and fine dining are common
activity for Missouri visitors.
5
Visitor characteristics
Leisure visitors account for 86% of total visitors. While 42% of visitors come
to see friends and family, 44% engage in other pleasure activities in the state.
Most visitors (85.1%) travel to destinations in the state using their own
vehicle. A total of 93.0% of visitors arrive by some form of ground
transportation.
VFR
41.7%
Outdoor Rec6.2%
Entertainment12.6%
Other pleasure25.4%
Business14.2%
Primary Purpose of Trip to MissouriFY2016
Sources: TNS, Tourism Economics
Total leisure85.9%
Own vehicle85.1%
Rental car3.8%
Camper/RV0.5%
Other ground3.6%
Air7.0%
Primary Mode of TransportationFY2016
Sources: TNS, Tourism Economics
Total ground transportation
93.0%
6
Source markets
Missouri’s tourism is primarily regional and nearly half (43.2%) of all visitors come from
within the state. Neighboring states are also key source markets.
By Destination Marketing Area (DMA), larger metro areas are the key source markets.
Destinations in the list of top source markets last year but not this year include New
York and Virginia, which were replaced by Utah and Mississippi.
0 1 2 3 4 5 6 7 8 9 10 11
GeorgiaMississippiMinnesotaColorado
FloridaIowa
TennesseeUtah
NebraskaIndiana
CaliforniaOklahoma
TexasArkansas
KansasIllinois
Top Source Markets by State
Sources: TNS, Tourism Economics
FY2016, % of total visitors, Missouri = 43.2% of the total
Dark blue indicates border states
0 4 8 12 16 20
Oklahoma City
Little Rock-Pine Bluff
Salt Lake City
Dallas-Ft. Worth
Chicago
Wichita-Hutchinson Plus
Jonesboro
Joplin-Pittsburg
Tulsa
Topeka
Columbia-Jefferson City
Paducah-Cape Girardeau
Springfield, MO
Kansas City
St Louis
Top Source DMA Regions
Sources: TNS, Tourism Economics
FY2016, % of total visitors
Dark blue indicate in-state DMAs
7
Map of top source markets by state
Missouri Source
Markets by Shares
1.0% to <1.6%
More than 7.0%
1.6% to <3.0%
3.0% to <7.0%
Less than 1.0%
TX1.91 mil
4.6%
KS3.53 mil
8.6%
MO17.83 mil
43.2%
IL4.12 mil10.0%
OK1.73 mil
4.2%
AR2.45 mil
5.9%
CO0.57 mil
1.4%
CA1.08 mil
2.6%
NE0.80 mil
1.9%
MN0.46 mil
1.1%
IA0.64 mil
1.6% IN0.82 mil
2.0%
OH0.28 mil
0.7%
PA0.23 mil
0.6%
NC0.26 mil
0.6%
TN0.64 mil 1.6%
FL0.59 mil
1.4%
NM0.18 mil
0.4%
KY0.13 mil
0.3%
WI0.13 mil
0.3%
AZ0.15 mil
0.4% GA0.39 mil
0.9%
MI0.28 mil
0.7%
UT0.70 mil
1.7%
MS0.39 mil
0.9%
8
US market shares by state
Missouri captured 2.1% of all US visitation in FY2016 and ranked 19th
of all states.
0 1 2 3 4 5 6 7 8 9 10
IndianaMissouri
South CarolinaColorado
New JerseyNevadaArizona
WisconsinIllinois
VirginiaAlabama
OhioMichigan
North CarolinaGeorgia
PennsylvaniaNew York
TexasFlorida
California
US Market Shares for Top 20 States
Sources: TNS, Tourism Economics
FY2016, %
All others = 31.4%
9
Missouri’s market share by state
Missouri captures more than 13% of all outbound visitors from Kansas
and nearly 13% of Arkansas visitors.
In FY2016, Missouri captured a greater share of outbound visitation
from Arkansas, Oklahoma, Nebraska, and Illinois versus FY2015.
0.91.3
1.5
1.5
1.7
2.1
2.7
2.9
3.2
3.3
6.7
8.98.9
12.6
13.1
0 2 4 6 8 10 12 14 16
Tennessee
New Mexico
Texas
Minnesota
Colorado
Mississippi
Utah
Indiana
Washington D.C
Iowa
Illinois
Nebraska
Oklahoma
Arkansas
Kansas
Missouri's Market Share by State
Sources: TNS, Tourism Economics
FY2016, % of total outbound visitors from each state
10
For more information:
To reach the Missouri Division of Tourism Research Team:
Dee Ann McKinney, Research Director : [email protected]
Lorinda Cruikshank, Research Analyst: [email protected]
