JEFFERSON CITY 鈥 After a 17-year hiatus, Gov. Mike Parson鈥檚 administration is poised to put boots on the ground in Europe to boost international tourism to Missouri.
In bidding documents posted this week, the Missouri Division of Tourism says it鈥檚 seeking a firm to market the state to international travelers from the United Kingdom and Germany.
鈥淭he selected contractor will play a critical role in enhancing the destination鈥檚 visibility, engaging consumers, and building strong relationships with travel trade partners,鈥 the documents note.
According to a request for proposals, the tourism division began contracting with an overseas tourism representative in 1997, but reduced spending on the program in 2007 because of budget concerns.
Since then, the division worked with a firm on a project-by-project basis and joined a collective of other states that market the American South to international travel.
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Now, however, officials say it鈥檚 time to launch the full-scale program again at an estimated cost of about $100,000 annually.
鈥淭he European market is an area for significant potential growth for prospective Missouri travelers,鈥 the agency said.
Missouri ranks in the lower half of the U.S. in drawing overseas visitors, according to U.S. Commerce Department figures.
In 2023, there were an estimated 154,000 foreign visitors, which was up nearly 11% after dropping precipitously during the COVID-19 shutdowns.
By contrast, California had an estimated 50 million foreign visitors in 2023. Neighboring Illinois had 1.3 million, while Tennessee squeaked into the nation鈥檚 top 20 with 292,000 foreign visitors.
According to a report by the United Nations鈥 tourism division, the U.S. saw more than 66 million foreign visitors in 2023 for an estimated economic effect of $175.9 billion.
Missouri is likely set to get a bump in its numbers in 2026 with the advent of six World Cup soccer games scheduled in Kansas City.
According to FIFA, more than 6 million fans 鈥 many possibly from Europe and South America 鈥 are expected to attend the matches that begin in June and continue through July.
Missouri also will participate in events marking the centennial of U.S. Route 66 in 2026. America鈥檚 so-called 鈥淢other Road鈥 has been a draw for international visitors seeking to traverse the cross-country route.
鈥淭he messaging that鈥檚 delivered as part of this initiative will be designed to highlight Missouri鈥檚 variety, with an emphasis on cultural and outdoor destinations and attractions, cuisine, music, international soccer matches, and the Route 66 Centennial,鈥 the department said.
In addition, a coalition of public and private entities are subsidizing international flights to Europe, including a nonstop trip between St. 不良研究所导航网址 and Frankfurt, Germany.
The companies and organizations include Centene, Emerson, Enterprise Holdings, Greater St. 不良研究所导航网址 Inc., Hermann Companies, Hunter Engineering, Nestl茅 Purina PetCare, the St. 不良研究所导航网址 County Port Authority, St. 不良研究所导航网址 Lambert International Airport, the William T. Kemper Foundation, and World Trade Center St. Louis
Between July 1, 2022, and June 30, 2023, more than 65,000 passengers flew into and out of St. 不良研究所导航网址 through the route, according to an airport official. The thrice-weekly outbound flights were around 86% full during their first 11 months.
According to the request for proposals from the state, the contractor must have at least five years of experience in international travel and tourism marketing.
鈥淭he contractor must have a thorough knowledge of origin market trends, consumer interests, booking windows, the tourism industry, and basic knowledge of Missouri tourism,鈥 the documents said.
Editor鈥檚 note: This story was updated Aug. 28, 2024, to clarify funding sources of nonstop flights from St. 不良研究所导航网址 to Germany.