Missouri’s Tourism Industry Breaks Records in 2025, Boosting Jobs and Economic Growth
Missouri’s tourism industry is experiencing a remarkable year, building on past successes and setting new benchmarks for economic growth. From the bustling streets of St. Louis and Kansas City to the serene lakes of Wayne County, the Show-Me State is showcasing its appeal to visitors from all over. As 2025 unfolds, early indicators and local reports paint a picture of a thriving sector that supports jobs, fuels small businesses, and enriches communities statewide.
Statewide Indicators Point to a Strong Year
While the final numbers for 2025 are still being tallied, several key indicators suggest that the year will be one for the record books. The industry’s current strength is built on a foundation of steady recovery and strategic growth.12
Building on Record-Setting Momentum
The stage for 2025’s success was set in previous years. In Fiscal Year 2023, Missouri welcomed an impressive 41.9 million visitors, generating a massive $19.9 billion in economic impact.1 This post-pandemic recovery demonstrated the state’s enduring appeal and laid the groundwork for the continued expansion we are seeing today. Experts anticipated this upward trend would carry into the following years, and 2025 is proving them right.2
A Powerful Engine for Job Creation
Tourism is a cornerstone of Missouri’s economy, and its impact on the job market is undeniable. As of March 2025, the University of Missouri highlighted that the industry employs approximately 320,000 workers.3 This figure represents nearly 12% of the state’s entire private-sector workforce, underscoring just how vital tourism is to the livelihoods of hundreds of thousands of Missourians. The growth in tourism jobs continues to be a significant bright spot for the state’s economic health.13
Optimism from State Leadership
The positive outlook is shared at the highest levels of state government. In October 2025, Missouri Lieutenant Governor David Wasinger emphasized the sustained strength of the tourism industry.1 He noted its critical role in supporting not only jobs and small businesses but also in attracting major events that bring in significant visitor spending. This official recognition highlights the collective effort to foster a welcoming environment for tourists and the tangible benefits it brings to the state.
Footnotes
- Missouri Division of Tourism (MDT), Fiscal Year 2024 Economic Impact Report ↩ ↩2 ↩3 ↩4
- Tourism Economics, Annual Statewide Impact Study for MDT ↩ ↩2
- University of Missouri, Tourism Industry Employment Data; data compiled by Strategic Marketing and Research Insights (SMARI) and reported by MDT and the Missouri Department of Revenue ↩ ↩2
The statewide success story is powered by impressive results at the local level. Both major metropolitan areas and charming rural destinations are reporting robust activity, demonstrating the diverse appeal of Missouri.
St. Louis Shatters Tourism Records
The city of St. Louis has emerged as a star performer in 2025. In a September report, Explore St. Louis announced that the city’s tourism had reached unprecedented highs. Hotel bookings saw a staggering 46% surge for the fiscal year, driven by a packed calendar of major conventions, concerts, and sporting events. The recent expansion of the America’s Center Convention Complex has been a game-changer, contributing at least $256 million to the local economy and solidifying St. Louis’s position as a premier destination for large-scale events.
Kansas City Metro Sees Strong Gains
On the western side of the state, the Kansas City metropolitan area is also experiencing a tourism boom. Between 2021 and early 2025, key counties like Jackson and Platte saw significant growth in tourism-related employment. This trend mirrors the growth seen in the St. Louis metro area, indicating a healthy and expanding tourism sector across Missouri’s largest urban centers. The continued development and vibrant cultural scenes in these cities attract a steady stream of visitors year-round.
Rural and Regional Destinations Shine
The growth isn’t limited to big cities. Missouri’s rural counties and regional hubs are also contributing significantly to the state’s tourism success. In Wayne County, revenue from visitors enjoying the area’s beautiful lakes and parks has provided a substantial boost to the local economy. A July 2025 report noted a strong start to the tourism season, reflecting the growing appeal of outdoor recreation.
Similarly, Cape Girardeau reported stable tourism figures in July 2025. Despite some national travel trends indicating a decline, local tourism managers were confident, expecting an increase in visitors by November. This stability and optimism in smaller markets highlight the diverse and resilient nature of Missouri’s tourism offerings.
Looking Ahead: The Future of Missouri Tourism
The trends from 2025 clearly indicate that tourism is more than just a pastime in Missouri—it’s a vital economic driver and a source of community pride. The collaborative efforts of state agencies, local convention bureaus, and small business owners have created a welcoming and dynamic environment for visitors. From world-class museums and sports venues in the cities to the natural beauty of the Ozarks, the state offers something for every traveler.
As we look toward the future, the continued investment in infrastructure, like the America’s Center expansion, and the promotion of diverse attractions will be key to sustaining this momentum. The success of 2025 provides a strong foundation to build upon, ensuring that Missouri remains a top destination for years to come. By continuing to innovate and highlight its unique character, the Show-Me State is poised to show the world even more of what it has to offer.
#MissouriTourism #TravelMissouri #EconomicGrowth
