JEFFERSON CITY — After a 17-year hiatus, Gov. Mike Parson's administration is preparing to send troops to Europe to boost international tourism to Missouri.
The Missouri Tourism Office said in bid documents released this week that it is looking for companies to promote the state to international travelers from the United Kingdom and Germany.
“The selected contractor will play a key role in raising the profile of the destination, attracting consumers and building strong relationships with travel industry partners,” the document said.
The tourism bureau began contracting with overseas tourism agencies in 1997 but cut spending on the program in 2007 due to budget concerns, according to a request for proposals.
Since then, the department has worked with companies on a project-by-project basis, joining groups in other states promoting the American South to international tourism.
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But now officials say the time has come to launch a full-scale program again, at an estimated cost of about $100,000 a year.
“The European market is an area with great growth potential for future travelers to Missouri,” the department said.
Missouri ranks in the bottom half of the nation in attracting international tourists, according to U.S. Department of Commerce statistics.
Foreign tourists are estimated to reach 154,000 in 2023, up about 11% after a sharp drop during the COVID-19 lockdown.
In contrast, California will see an estimated 50 million international visitors in 2023. Neighboring Illinois and Tennessee just barely make it into the top 20 in the nation with 1.3 million and 292,000 international visitors, respectively.
According to a United Nations Tourism report, more than 66 million international tourists are expected to visit the United States in 2023, generating an estimated $175.9 billion in economic impact.
Missouri is expected to see a population boost with Kansas City set to host six World Cup soccer matches in 2026.
According to FIFA, more than six million fans, many from Europe and South America, are expected to watch the matches, which begin in June and run through July.
Missouri will also be taking part in the celebration of the 100th anniversary of U.S. Highway 66 in 2026. America's so-called “Mother Road” has long been a magnet for international tourists looking to traverse the transcontinental route.
“Messaging delivered as part of this effort will be designed to highlight Missouri's diversity with an emphasis on cultural and outdoor destinations and attractions, cuisine, music, international soccer matches and the 100th anniversary of Route 66,” the department said.
Additionally, the state subsidizes international flights to Europe, including one-way trips between St. Louis and Frankfurt, Germany.
More than 65,000 passengers flew to and from St. Louis on the route between July 1, 2022 and June 30, 2023. The three-times-weekly outbound flight saw a load factor of about 86% over the first 11 months, according to airport officials.
According to the state's request for proposals, contractors must have at least five years of experience in international travel and tourism marketing.
“Contractors must have thorough knowledge of the origin's market trends, consumer interest, booking periods, the tourism industry and basic knowledge of tourism in Missouri,” the document states.
Missouri Gov. Mike Parson speaks about crime and tourism in St. Louis during a press conference on Thursday, Feb. 23, 2023. Videography by Beth O'Malley
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