Tourism is big business in Missouri, with benefits filtering into every county.

Traveler spending in the Show Me State hit the $10 billion level in 1995 and increased to more than $11 billion last year.

Recent studies conducted for the Missouri Division of Tourism show the tourism and travel industry generated $11.1 billion in spending in 1996, a 6.1 percent increase from 1995.

The industry generated almost $3.9 billion in taxes, including $1.08 billion to the state and $572 million to local governments.

Another big tourism industry plus includes more than 210,000 jobs directly involved in the industry, up 2.4 percent from the previous year.

The latest study, conducted by Certec Inc., a tourism industry research firm based in Frankfort, Ky., also measures the industry's impact on businesses not directly serving tourists.

This "ripple-like" effect was responsible for more than 80,000 jobs and added another $6.06 billion to the state's economy. More than 10,000 manufacturing and 4,000 construction jobs were generated by the spending of tourists. And tourism stimulates other non-tourism industries such as agriculture, fishing, food processing, brewing and distilling.

Three tourism regions -- St. Louis, Ozark Mountain and Kansas City -- continue to account for more than two-thirds of the tourism income, but every county benefits.

The "Missouri Travel Barometer," a report prepared by the Travel Industry Association of America, says Missouri ranked 15th in visitor volume in 1996, with more than 30 million overnight person-trips.

Shopping big attraction

Shopping attracts the most activity among visitors (31 percent). Other visitor activity includes visits to historic places and museums, culture events, festivals, sporting events and golf/tennis/skiing. Other spending includes theme parks, lodging, transportation, souvenirs, and during most recent years, gambling.

The tourism and travel industry has contributed significantly to the economy in Missouri and Illinois.

The Certec Inc. report for 1997 says the industry contributed more than $16.9 billion to the Missouri economy in 1996.

Illinois tourism was a $16 billion-plus industry in 1996. Illinois officials predict tourism will continue to grow to a $29 billion business by 2000.

Cape Girardeau County receives big benefits from the industry. Travelers spent more than $42 million in the county in 1996, while providing more than 850 jobs with an annual payroll of more than $23 million.

In the 13-county Southeast Missouri area -- which includes Cape Girardeau, Perry, and Scott counties -- tourism generated more than $1.5 billion to the economy, with visitors spending more than $220 million.

A new CVB

A new convention and visitors bureau has been established in Southeast Missouri.

The Sikeston-Miner Tourism Commission, founded recently, has joined with the cities of Sikeston and Miner to create the Sikeston-Miner Convention and Visitors Bureau, which will be funded by lodging taxes from both communities.

The area is home to Lambert's Cafe of "throwed rolls" fame and the Sikeston Jaycees Bootheel Rodeo, largest PRCA certified rodeo in the state.

"We recognize tourism as yet another method of economic development," said Shad Old, chairman of the Sikeston-Miner Tourism Commission. "With formation of the CVB, our two communities now have an organization dedicated strictly to the marketing and promotion of tourism, the state's second largest industry.

Southern Illinois tourism

Tourist spending in the lower seven or eight Southern Illinois counties totaled more than $120 million two years ago, despite the fact that none of the counties is included on the state's top destination list.

Tourists spent more than $48 million in Williamson County, which headed the list of the lower seven counties. Second on the list was Jackson County ($30 million), followed by Massac County ($16 million) and Johnson County ($12 million). Other tourism spending in the immediate Southern Illinois area: Alexander County, $4.4 million; Union County, $4.2 million; and Pulaski County, more than $2 million.

Shawnee National Forest is in several counties; Fort Massac State Park, Metropolis; Giant City State Park and Crab Orchard National Wildlife Refuge near Carbondale, are among top tourist sites in the area.

International travel to the United States has become big business.

More than 46 million travelers from overseas visited the United States last year. Travel Industry Association research shows that overseas visitors spent more than $84 billion during U.S. trips in 1996 and paid more than $8 billion in taxes, generating jobs for more than 1 million American workers.

International tourism

Missouri and Illinois share in much of that international business and can expect to see an increases in future years.

St. Louis will be host for the Discover America International Pow Wow in 2003, which will further enhance the state's attractions for international visitors, and Chicago will be host to the Pow Wow next year.

The St. Louis Convention & Visitors Commission (CVC) has booked the international travel trade show for May 17-21, 2003, at the America's Center.

As many as 1,600 international tour operators will attend the Pow Wow, with representatives of U.S. destinations, airlines, hotels, car rental firms, theme parks.

"This is St. Louis' chance to leap into the world travel spotlight," said CVC president and CEO Bob Bedell.

According to the TIA, a national, non-profit organization that produces the Pow Wow, the host city can expect to see as much as $300 million in returning business after hosting the event, in the form of new and more vacation packages that include travel to the area.

The travel buyers who attend the Pow Wow, have the potential to send their clients back to the St. Louis and Missouri areas, said Bedell. "This creates a boost in our international image, and a big increase in Missouri's share of money generated each year by international travel to the United States.

Although the Pow Wow is still a few years ago for Missouri, John Ferrara, chairman of the CVC is excited.

"We have a lot of work to do to get ready for the Pow Wow," he said. 'This is a great incentive to make St. Louis friendly to international visitors by preparing hotels, attractions, restaurant and transportation to work with a variety of people from around the world.

"We can use the next few years to make sure that St. Louis is best tourism product it can be by the year 2003."

The Pow Wow is held annually.

Next year's Pow Wow will be held in Chicago. Miami will host it in 1999, and Dallas in the year 2000. Pow Wow sites of the future include Orlando, Fla., in 2001, and New Orleans in 2002.

B. Ray Owen is business editor for the Southeast Missourian.