How Mississippi Emerged as a Chief in Tourism Restoration

Article by Marlo Dorsey, Executive Director / CEO of VisitHattiesburg, President-elect of the Mississippi Tourism Association and a founding member of the Mississippi Destination Marketing Organization (DMO) Association.

While most destinations across the country are still being hit by the devastating economic impact of COVID-19 on the travel industry, few regions have successfully flipped and adapted as quickly as this State of Mississippi. With rapid state legislative action and new pandemic-friendly visitor campaigns, Mississippi has emerged as an innovative leader in tourism recovery. Mississippi destinations that surpass many U.S. markets include Hattiesburg, which is affectionately known as HBURG and Hub City.

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The wrath of COVID-19 was felt across the economy, with tourism and travel being the hardest hit. In 2020, Mississippi’s visitor spending losses as of 2019 amounted to over $ 2.5 billion, which had a devastating economic impact on the entire industry, including local target marketing organizations. Through crises and adversities, the destination guides have come together to find a solution and a way to recover. This unity resulted in state legislature providing DMOs with funding for the CARES Act for marketing activities related to the 2019 business disruption impact of coronavirus disease. That was July 2020, and a recovery lifeline was within reach.

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By December 2020, the Mississippi targets, armed with recovery funds and a re-mission, were benefiting from recovery faster than the rest of the country. In fact, this month the US Travel Association and Tourism Economics named Mississippi as the country’s top tourism market for travel in terms of year-over-year visitor spend.

The Mississippi Tourism Recovery Fund gave us the unique opportunity to share Hattiesburg’s history, as well as Mississippi’s history, at a time when people sought joy through safe and leisurely getaways. Our strategic, data-driven approach needed to strike the perfect balance – sharing our compelling story in the available markets while clearly communicating vital public health information and social distancing protocols.

It was from there that Hattiesburg’s “Open to You Safe” campaign was launched, highlighting many of our destination’s unique assets – civil rights history, creative culture, and expansive outdoor recreational spaces. Consumer sentiment surveys found that travelers from the pandemic were more willing to plan trips to smaller rural areas. Therefore, VisitHATTIESBURG started its research-based campaign with this focus. Strategic advertising in key propulsion markets delivered exceptional results with more than 300 million media impressions in six months as well as national exposure for many of Hattiesburg’s attractions and offers.

Adapted tourism development was crucial and we focused on creating new ways for visitors to safely enjoy Hattiesburg. New trails with socially distant recreational activities and virtual tours have been introduced, including the Hattiesburg Public Art Trail and Hatties[BURGER] Trails as well as the digital enhancement of the Freedom Summer Trail from 1964.

Additionally, we’ve published tailor-made itineraries for specific visitor interests: family friendly, pet friendly, foodies, history buffs, outdoor enthusiasts, art lovers, and many more. In-market strategies and establishing contact with partners were the focus in 2020, including furnishing hotels and restaurants with “Hello from HBURG” masks and placing visitor kiosks throughout the city with the “Safe for you” options.

As an industry, our combined efforts go well beyond filling hotel rooms, restaurants and attractions. Hattiesburg, an extremely creative city with two universities in the south of the Gulf, competes for tourists, consumers and available talent to strengthen its numerous business development sectors. A strong, vibrant tourism sector also brings national visibility, attention and respect for Hattiesburg. Tourism is a major economic engine and supports thousands of local jobs. At the same time, it offers the platform for creative placemaking and the development of travel destinations. Visitor spending brings in hundreds of millions of dollars in revenue, spurring private sector capital investment, and vastly improving residents’ quality of life.

The past few months have presented the hospitality industry with unprecedented challenges, but we are encouraged by our progress in Hattiesburg. We are committed to finding solutions and contributing not just locally but across the state. In working with other Mississippi travel destinations and executives, we will continue to be courageous and innovative, and lead the way for everyone to experience the joy of travel again when the doors of our country safely open again the great destinations of the country.