Mississippi tourism industry generates $18 billion as state prepares for America 250 celebrations

BILOXI, Miss. (WLOX) — Tourism has become Mississippi’s fourth-largest industry, with 44.2 million visitors generating $18.1 billion in economic impact during the 2024 calendar year.

Visit Mississippi Director Rochelle Hicks said the agency focuses on attracting visitors from outside the state to support local businesses and create jobs in all 82 counties.

“We have events and things that happen around the state year-round, but it’s really ramping up right now,” Hicks said.

Tourism and economic development

Visit Mississippi focuses on events that attract visitors from outside the state. The agency promotes the Magnolia State to national audiences through efforts such as commercials that are broadcast across the country.

“We love our local events and things that we as residents love to do year-round, but we really are looking for bigger events and things that are going to bring people from outside of the state,” Hicks said.

Hicks said tourism also supports economic development efforts when companies consider relocating to Mississippi.

“When you think about it from an economic development standpoint, people around the state that are out recruiting for companies to come to our state, right? Well, they’re looking for, what’s there going to be for my employees to do here?” Hicks said.

Coastal Mississippi attractions

The Gulf Coast offers a wide array of attractions, from casinos and concerts to baseball games and major events like Cruisin’ the Coast. To highlight these experiences, Visit Mississippi collaborates with Coastal Mississippi and other destination marketing organizations to create a cohesive visitor experience.

“There’s so much to do, and the Gulf Coast is just one of the most incredible places in our state that has so much to offer a visitor,” Hicks said. “We’re just continuing to reach that consumer who is trying to plan a trip.”

Hicks highlighted the success of the Rose Parade partnership between Visit Mississippi and Coastal Mississippi, noting that the two agencies created a float showcasing the state’s literary and musical legacy. The float brought national exposure to Mississippi, reaching 48 million TV and streaming viewers, as well as 850,000 spectators along the parade route.

“We feel like their success is our success and vice versa, and that we work together as partners in our marketing efforts,” Hicks said.

America 250 celebrations

Mississippi is preparing for America 250 anniversary events in partnership with the America 250 Mississippi Commission.

A June 20 event called United in Song will be held at the Mississippi Coliseum in Jackson. The event will feature more than 500 Mississippians in a volunteer choir, a full orchestra and surprise guests.

“We’re really excited about that event,” Hicks said.

Mississippi will participate in the Great American State Fair at the National Mall from June 25 to July 10, where every state will have a pavilion.

“Our Mississippi Pavilion is going to feature lots of great things, history and video content and photo images of all the things that Mississippi has done to contribute to our American culture,” Hicks said.

Visitors to the Mississippi Pavilion will be able to explore the state’s cultural legacy, from music and the arts to historical milestones.

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