If you build a place people want to visit,
You’ll build a place where people want to live.
If you build a place people want to live,
You’ll build a place where people want to work.
If you build a place where people want to work,
You’ll build a place where business needs to be.
If you build a place where business needs to be,
You’ll build a place where people want to visit.
Tourism Economic Impact
Travel is essential. Tourism spending has a ripple effect - it doesn’t just end at a business. Visitors make a direct impact by spending at a tourism-related business. That directly-impacted business makes an indirect impact by purchasing from its suppliers. The visitor spending then makes an induced impact as their dollars support the wages of business employees, which will be spent back into the economy. The more people we attract to the area, the more money will be spent here. Visitor spending supports local businesses, creates jobs, and helps fund services that benefit both residents and visitors.
Travel plays an essential role in communities, across every industry and the economy, through both leisure and business travel. The tourism industry employs over 307,000 Missourians, with nearly 4,200 jobs in Cole County. In FY25, it's reported that the average amount spent per person per overnight trip was $356.63, and Cole County generated $201,170,263.82 in NAICS spending.
The Missouri State Penitentiary (MSP), one of Jefferson City’s most prominent and unique historical landmarks, draws visitors from all over the world. In 2025, MSP hosted visitors from 48 countries and all 50 states. The tour season brought 27,588 domestic and international visitors, with over 4,000 students touring as part of their history curriculum.
Tourism’s impact does not end with the attraction but grows with the money spent in local businesses. In addition to five film projects, MSP’s 2025 tour season resulted in $962,724 total generated revenue and a $4.3 million economic attendance expenditure from visitor spending on hotels, dining, and other local businesses.
This is especially true with not only leisure travel but also with business travel. Contrary to popular belief, people still travel for work-related conferences. Having in-person encounters is vital for developing relationships with customers and suppliers and building organizational awareness.
Leisure travel is essential. Business travel is essential. Travel powers the economy, connects America, and is essential to the growth and success of Jefferson City.
