CREATIVE MEASURE WILL BOOST TOURIST PROMOTION

With the meteoric rise of Branson as an entertainment star, tourism has come into its own in Missouri. But some people still feel too many state attractions remain some of the best-kept secrets in the nation.

Simply put, national promotion takes money, and in these tight times state dollars for that purpose have been difficult to come by until now.

HB-188 provides a new concept for funding tourism, without increasing taxes. It earmarks a certain amount of the new money generated from tourism industries for funding the Division of Tourism. It places the burden of increased dollars squarely on the back of the tourist industry.

Here's how it works:

Sales tax revenues generated by 17 types of travel industry businesses will be tracked. These include such businesses as hotel and motel rooms, restaurants, ride tickets and amusement parks.

An average increase in this type of tax revenue will be calculated to set the pace of "standard growth" for each of the next 10 years. Of that figure, 3 percent will be taken off the top to offset inflation. Half of the remainder will be earmarked for the Division of Tourism. The rest will go into general revenues.

It's really a rather clever strategy to increase tourism dollars up to $3 million each year. In other words, if the Division of Tourism does a good job with its promotion efforts, it will receive additional funds. As bill sponsor Rep. Herb Fallert, D-Ste. Genevieve, explains, the tourism division will make money the old-fashioned way they'll earn it. He deserves credit for hard work in getting this important piece of legislation passed.

By the time the measure expires in 2004, the division should have generated an additional $15-20 million for tourism promotion.

Tourism is the state's second largest industry, and it is essential that Missouri have adequate funding in place to compete with other states, and to target potential visitors with an aggressive marketing campaign. It is the first dedicated funding source the tourism agency has had since its founding in 1967. These additional funds will complement private advertising already under way to promote Missouri's many fine attractions.

If you wonder just how lucrative tourism can be, just consider Branson. Visitors spent an astounding $1.5 billion last year. This once-sleepy resort town has become the second most popular destination for driving vacations, behind Orlando, and the top destination for tour buses.

Sen. Danny Staples, D.-Eminence, plans to draft legislation next year that would require the additional promotional money be spent equally in all 10 of the state's tourism regions. Naturally, we think that's a fine idea. While the major tourist spots are critical, there are many fine attractions in out-state Missouri as well.

As with all government programs, the tourism promotion effort will work best when there is a partnership between all levels of the government and the public and private sector. HB-188 provides an opportunity to do just that.