The Economic Impact of Tourism in Missouri. Fiscal Year 2016 Summary December 2016

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1 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. 2

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% 3 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. 4

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. Primary Purpose of Trip to Missouri FY2016 Total leisure 85.9% Business 14.2% VFR 41.7% Primary Mode of Transportation FY2016 Camper/RV 0.5% Rental car 3.8% Other ground 3.6% Air 7.0% Other pleasure 25.4% Total ground transportation 93.0% Entertainment 12.6% Outdoor Rec 6.2% Own vehicle 85.1% 5

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. Top Source Markets by State FY2016, % of total visitors, Missouri = 43.2% of the total Illinois Kansas Arkansas Texas Oklahoma California Indiana Nebraska Utah Tennessee Iowa Florida Colorado Minnesota Mississippi Georgia Dark blue indicates border states Top Source DMA Regions FY2016, % of total visitors St Louis Kansas City Springfield, MO Paducah-Cape Girardeau Columbia-Jefferson City Topeka Tulsa Joplin-Pittsburg Jonesboro Wichita-Hutchinson Plus Chicago Dallas-Ft. Worth Salt Lake City Little Rock-Pine Bluff Oklahoma City Dark blue indicate in-state DMAs

7 Map of top source markets by state CA 1.08 mil 2.6% UT 0.70 mil 1.7% CO 0.57 mil 1.4% NE 0.80 mil 1.9% KS 3.53 mil 8.6% TX 1.91 mil 4.6% MN 0.46 mil 1.1% IA 0.64 mil 1.6% IL IN 4.12 mil 10.0% MO mil 43.2% WI 0.13 mil 0.3% 0.82 mil 2.0% KY 0.13 mil 0.3% OK TN AR NM 1.73 mil 0.64 mil 1.6% AZ 2.45 mil 0.18 mil 4.2% 0.15 mil 5.9% 0.4% 0.4% MS GA 0.39 mil 0.9% MI 0.28 mil 0.7% OH 0.28 mil 0.7% 0.39 mil 0.9% FL 0.59 mil 1.4% PA 0.23 mil 0.6% NC 0.26 mil 0.6% Missouri Source Markets by Shares Less than 1.0% 1.0% to <1.6% 1.6% to <3.0% 3.0% to <7.0% More than 7.0% 7

8 US market shares by state Missouri captured 2.1% of all US visitation in FY2016 and ranked 19 th of all states. US Market Shares for Top 20 States FY2016, % California Florida Texas New York Pennsylvania Georgia North Carolina Michigan Ohio Alabama Virginia Illinois Wisconsin Arizona Nevada New Jersey Colorado South Carolina Missouri Indiana All others = 31.4% 8

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. Missouri's Market Share by State FY2016, % of total outbound visitors from each state Kansas Arkansas Oklahoma Nebraska Illinois Iowa Washington D.C Indiana Utah Mississippi Colorado Minnesota Texas New Mexico Tennessee

10 For more information: To reach the Missouri Division of Tourism Research Team: Dee Ann McKinney, Research Director : Lorinda Cruikshank, Research Analyst: 10

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