Missouri Division of Tourism’s That’s My M-O campaign inspires personalized travel experiences.

For most people, the word “travel” evokes images of fun destinations, thrilling attractions, time spent with family and friends, great food and drinks, and new cultural experiences. For the Missouri Division of Tourism (Visit Missouri), the word travel takes on an additional meaning — business.

Each year, Visit Missouri spends millions of dollars promoting the Show-Me State as a leisure travel destination. These efforts are designed to reach millions of people in 19 states and across more than 50 media markets. The messaging encourages people — ranging from Denver, Colorado, to Dayton, Ohio — to satisfy their travel M-O by experiencing the state firsthand.

The Numbers

For Missouri, the travel industry generated nearly $21 billion overall in economic impact during the state’s fiscal year 2024 (July 1, 2023 – June 30, 2024).

Along with the economic impact comes employment. More than 308,000 people worked in travel and hospitality jobs in Missouri during 2024. Those individuals welcomed more than 42 million visitors and supported an industry that generated $641.5 million in state tax revenue. To put it another way, if the collective tourism industry were a factory, its footprint would extend to every county (and most cities) in Missouri, and its customers would spend about $18 billion annually.

For those not in the tourism industry, here’s a number that might hit closer to home — $632. That’s how much extra in taxes the average Missouri household would have to pay were it not for the tourism industry.

The Campaign

Visit Missouri’s That’s My M-O campaign spotlights the Show-Me State as a friendly, accessible, affordable destination that can deliver the vacation experience visitors want, how they want it.

Featuring a character known as Mo, played by actress and St. Louis native Ashley Santana, the campaign places Mo in a variety of vacation settings in Missouri. From the Gateway Arch in St. Louis to the beautiful streams of southeast Missouri, Mo is a guide for those wanting a memorable vacation experience.

Mo is featured in almost all of Visit Missouri’s advertising, has a prominent role on the VisitMo.com website, and is well known among the organization’s social media followers. Since its debut in 2021, the campaign’s creativity has been recognized by the hospitality and advertising industries, winning 37 state, regional, and national awards — including the highly competitive Adrian Award bestowed by Hospitality Sales & Marketing Association International and Mercury Awards from the U.S. Travel Association.

Looking Ahead

Visit Missouri is currently focusing on 2026, a year with multiple opportunities for the Show-Me State to show case itself on the international stage.

In 2026, the famed Route 66 celebrates its 100th anniversary. The highway got its name during a meeting held in Springfield, Missouri, which proudly embraces its role as the birthplace of Route 66. Ahead of the anniversary, local communities and a statewide commission are working on events that highlight the centennial and creating permanent attractions that will keep people enthralled with Route 66, also known as “The Mother Road.”

Additionally, Kansas City’s Arrowhead Stadium will host six 2026 FIFA World Cup™ matches. The most recent estimates suggest about 650,000 people will descend on the Kansas City region during the month-long World Cup’s run in Missouri. (The first group stage match at Arrowhead is

June 16, 2026; the quarter-final is on July 11, 2026).While the World Cup brings an international flair to Missouri, there’s another celebration that is decidedly American. The upcoming year marks the 250th anniversary of the signing of the Declaration of Independence. It’s safe to assume the Fourth of July celebrations in Jefferson City, and elsewhere, will have extra pop in 2026.

No matter if someone is a lifetime resident, a new comer, or just visiting for a weekend getaway, there’s a vacation experience that’s perfectly suited for every one’s travel M-O. Start planning a Missouri vacation to day at visitmo.com, and don’t forget to order a copy of the 2025 Official Missouri Travel Guide.