CONVENTIONS, TOURS AND OTHER EVENTS BRING IN TOURISM DOLLARS TO AREA

Tourism is surpassed only by the general category of manufacturing as the largest revenue-producing industry in the state.

In 1990, spending by travelers added more than $6.1 billion to the state's economy.

"This only scratches the surface," said Lyn Muzzy, director of the Cape Girardeau Convention & Visitors Bureau (CVB). "Traveler spending generated more than $735 in federal, state and local tax revenue and more than 135,000 jobs in Missouri.

"Tourism, travel, conventions, escorted tours and other events are important to the state and to Cape Girardeau," said Muzzy. "The activity here continues to amaze me."

The CVB recently released its 1991 report, which reflects a total economic impact for Cape Girardeau of $6,878,000 from conventions, events and group tours to the city.

"These figures area based only on the events and conventions which the CVB was allowed to service," said Muzzy. "There are many other meetings, bus tours and events which are not reflected in our report."

The CVB, operating with a budget of about $300,000, is funded by a motel and restaurant gross-receipts tax. The bureau consists of Muzzy, Cathy Crites, bureau assistant, and Laurel Adkisson, marketing director, and one part-time employee, Mary Stucker.

All work to attract conventions, tours and events to Cape Girardeau.

The CVB also supplies and packs information bags free of charge for any tour group or convention in the area. The CVB also offers assistance for information tables and arranges shuttle transportation from motels to and from meetings at the Arena Building or Show Me Center.

"The information bags include area brochures, coupons and other complimentary items provided by area merchants," said Muzzy. "We also provide transportation for city tours."

In 1991, more than 11,000 bags were distributed by the CVB.

The biggest chunk of travel dollars in Cape came from special events, festivals and tournaments serviced by the CVB.

"We helped with a total of 57 events which attracted 247,942 people," said Muzzy. "The total impact was more than 4.7 million.

The CVB also helped with 41 conventions and meetings, which drew 12,433 people, for an economic impact of $1.8 million, and assisted with 115 group tours which had 5,297 passengers, for an economic impact of $393,000.

The escorted tours business is already off to a good start for Cape Girardeau this year.

"We have several tours already on the schedule for 1992. By the end of January, we had scheduled more than 60 tours to be conducted here during the first six months of the year. That more than doubles the amount of tours on the schedule at the same time a year ago," added Muzzy. "We feel many others will be added," said Muzzy.

"The escorted tour industry is a growing one, and it attracts people from all income spectrums," said Muzzy, who added that escorted travelers typically go farther and spend more time on their trips than other people on vacation.

The National Tour Foundation (NTF) recently quizzed more than 18,400 American adults about escort tours, noted Muzzy. Almost 60 percent of those travelers who used escorted tours described them as an excellent value for the money.

"Almost half of escorted tour travelers go more than 1,000 miles," said Muzzy. "Comparatively, only 25 percent of independent trips involve distances of 1,000 miles.

"This is good news for the CVB and for the entire tourism industry," said Muzzy. "This is the first time we have solid evidence that escorted travel has a high satisfaction level and strong appeal among all ages, interests and income groups."

The CVB has been a member of the NTA since 1985. More than 3,500 tour companies, and destination marketing organizations are members of the NTA.

One of the highlight tourism attractions for Missouri is the new country music boom at Branson.

"Branson is a hot spot," said Muzzy. "The area has received much national attention Time Magazine, and `60 Minutes.' This helps all areas of the state."

Branson is attracting numerous motor coach tours, many of which have to pass through Missouri, said Muzzy.

The latest Branson attractions is the new Grand Palace which will open in May, featuring such performers as Randy Travis, Barbara and Louise Mandrell and Glen Campbell. There are already Branson theaters operated by Roy Clark, Ray Stevens, Mel Tillis, Boxcar Willie and Mickey Gilley. Willie Nelson, Johnny Cash, the Gatlin Brothers and pop star Andy Williams are to open theaters next year.

"With 80 million people living within a day's drive of Missouri there's a big potential market for the music attractions at Branson," said Muzzy. "A lot of that potential market will pass through and stop in the Cape Girardeau area.

The CVB was founded in Cape Girardeau in 1985.