Mississippi Tourism Association (MTA) Company Profile

Background

The Mississippi Tourism Association (MTA) is a professional organization dedicated to uniting all sectors of Mississippi's tourism industry through advocacy, promotion, and education. Established in 1986, MTA serves as the collective voice for tourism professionals across the state, encompassing members from the hospitality industry, public service organizations, and allied businesses.

Tourism stands as Mississippi's fourth-largest industry, employing approximately 133,880 individuals. In fiscal year 2023, the state welcomed 43.7 million visitors who spent over $11.5 billion, contributing $1.1 billion in state and local taxes.

MTA's mission is to support and empower Mississippi’s tourism industry through advocacy and education, aiming to transform the state's economy by increasing visitor spending and overall travel industry growth.

Key Strategic Focus

MTA's strategic objectives include:

• Advocacy Initiatives: Monitoring and influencing legislation affecting the tourism industry, hosting events like Tourism Day at the Capitol to engage with policymakers.

• Educational Resources: Offering workshops, seminars, and training programs to enhance the skills of tourism professionals, including the Heart of Hospitality program that certifies participants as "Certified Hospitality Experts."

• Promotion and Marketing: Highlighting the economic impact of tourism and recognizing member achievements through awards programs during the Governor’s Conference on Tourism.

• Membership Services: Providing networking opportunities, industry news, and updates to support members in their professional endeavors.

Financials and Funding

In 2024, MTA received a $500,000 appropriation from the Mississippi legislature to develop workforce and leadership initiatives for the tourism sector. This funding has significantly expanded MTA's scope of work, enabling the implementation of programs like the Heart of Hospitality training initiative.

Technological Platform and Innovation

MTA leverages digital platforms to disseminate information, promote events, and engage with members and the public. The association's website serves as a central hub for resources, event information, and membership services. Additionally, MTA utilizes social media channels to amplify its reach and impact within the tourism industry.

Leadership Team

• Danielle Morgan: Executive Director of MTA, leading the association's strategic initiatives and operations.

• Dr. Rickey Thigpen: President of MTA and President & CEO of Visit Jackson, providing leadership and vision for the association.

Leadership Changes

In recent years, MTA has seen leadership transitions, including the appointment of Danielle Morgan as Executive Director and Dr. Rickey Thigpen as President. These changes have brought fresh perspectives and strategies to the association's operations.

Competitor Profile

Market Insights and Dynamics

The tourism industry in Mississippi is a significant economic driver, with visitor spending exceeding $11.5 billion in 2023. The state's rich cultural heritage, natural attractions, and hospitality offerings contribute to its appeal as a travel destination.

Competitor Analysis

MTA operates within a landscape that includes other regional tourism organizations such as the Southeast Tourism Society (STS). Established in 1983, STS promotes tourism across 13 Southeastern states, including Mississippi, by sharing resources, fostering cooperation, and providing educational opportunities.

Additionally, local organizations like the Mississippi Gulf Coast Attractions Association focus on promoting specific regions within the state, emphasizing unique attractions and experiences to draw visitors.

Strategic Collaborations and Partnerships

MTA collaborates with various stakeholders to strengthen Mississippi's tourism industry:

• State Government: Working closely with the Mississippi Development Authority and Visit Mississippi to align strategies and initiatives.

• Local Tourism Organizations: Partnering with regional and local tourism entities to promote diverse attractions and experiences across the state.

• Educational Institutions: Offering scholarships and professional development opportunities in partnership with institutions like Mississippi State University Extension.

Operational Insights

MTA's operations are guided by a strategic plan that focuses on collaboration, innovation, and sustainable growth. The association emphasizes:

• Advocacy: Engaging with policymakers to support legislation beneficial to the tourism industry.

• Education: Providing resources and training to enhance the skills of tourism professionals.

• Promotion: Highlighting the economic impact of tourism and recognizing member achievements.

Strategic Opportunities and Future Directions

MTA aims to:

• Expand Workforce Development: Implementing initiatives like the Heart of Hospitality program to train and certify tourism professionals.

• Enhance Advocacy Efforts: Strengthening relationships with legislators to support policies favorable to the tourism industry.

• Increase Membership Engagement: Offering more networking opportunities and resources to support members' professional growth.

Contact Information

For more information about the Mississippi Tourism Association, visit their official website.