Who Is Benton County Tourism & Recreation?

Benton County Tourism and Recreation is a 501c3 non-profit organization whose mission is to increase visitation and awareness of the Benton County Area. Our goal is to harness the county’s great tourism potential and transform it into an engine for growth and development that contributes to the goal of a prosperous economic future.

By utilizing the transient guest tax combined with corporate support for this continued economic growth, we develop an Annual County Tourism Plan. Additionally, the Plan focuses on highlighting our natural assets, our history and heritage, and the shopping and dining options in order to provide a rewarding and memorable experience to all visitors.

Tourism involves a wide range of stakeholders who are directly or indirectly impacted by the success of marketing our destination. These stakeholders include, but are not limited to:

• Business owners and employees across all of these sectors
• Retail businesses
• Outdoor recreation providers
• Restaurants and dining establishments
• Visitor attractions
• Fishing guides
• Property management services, including Airbnb hosts, motels, hotels, and long-term rentals
• Marinas
• Boat mechanics
• Storage facilities
• Realtors
• Banks and financial institutions
• Transportation services
• Educational institutions
• Utilities and infrastructure providers
• Charities and nonprofit organizations

Together, these stakeholders play an essential role in supporting and benefiting from a strong and thriving tourism industry.

Why Local Tourism Is Important

Attracting visitors to a community generates meaningful economic benefits for residents and businesses alike. When tourists travel to Benton County, they spend money on lodging, food, retail, recreation, and services—dollars that support local jobs, increase business receipts, and contribute to public resources used to improve quality of life for both visitors and residents. Tourism also encourages investments in infrastructure, events, parks, and cultural assets that enhance community livability and pride.

In Benton County, tourism has shown consistent growth in recent years. Total tourism-related expenditures increased from $24,447,361 in 2022 to $27,187,365 in 2023, an increase of over 11 % in one year, demonstrating the expanding impact of visitor spending in our local economy. Additionally, tourism-related employment in the county has grown steadily, rising from 475 jobs in 2022 to 521 jobs in 2024, providing income and stability for local families and businesses connected to the visitor industry.

These local trends underscore how tourism not only brings immediate spending into Benton County but also supports job creation, business vitality, and community development—strengthening the economic foundation of the entire region.

THE CASE FOR TOURISM

BENTON COUNTY TOTAL EXPENDITURES IN TOURISM-RELATED SIC CODES

FY25…………………………………….$30,035,999
FY24…………………………………….$30,266,257
FY23…………………………………….$27,187,365
FY22…………………………………….$24,447,361
FY21…………………………………….$22,274,404
FY20…………………………………….$18,626,626
FY19…………………………………….$18,246,504
FY18……………………………………..$17,944,722

TOURISM-RELATED EMPLOYMENT

2025- 517
2024 – 521
2023 – 491
2022 – 475
2021 – 473
2020 – 447
2019 – 432
2018 – 420

LODGING TAX REVENUE *gross income

2025:  76,047
2024:  75,435
2023:  80,265
2022:  84,171
2021:  79,775
2020:  64,681
2019:  58,733
2018:  54,466
2017:  55,083

Lodging Tax Revenue Trends and Economic Impact

Lodging tax revenue in Benton County illustrates both the resilience of the local tourism economy and the influence of broader national economic conditions. From 2017 through 2022, revenues grew steadily, reflecting strong economic conditions and increasing visitor demand. Despite the unprecedented disruptions caused by COVID-19 in 2020 and 2021—when many destinations experienced severe declines—Benton County’s lodging tax revenues remained comparatively stable and rebounded quickly, signaling the destination’s enduring appeal and adaptability.

The post-pandemic recovery accelerated in 2021 and peaked in 2022, driven by pent-up travel demand, domestic tourism, and a renewed interest in regional destinations. However, from 2023 to 2024, revenues declined as the U.S. economy entered a period of economic slowdown. Rising inflation, higher fuel and lodging costs, increased interest rates, and reduced discretionary spending led travelers to shorten stays, travel closer to home, or limit overall spending. These national pressures directly impacted overnight stays and average daily rates, even as interest in travel remained strong.

Notably, lodging tax revenues in 2024 and 2025 stabilized rather than sharply declining, highlighting the continued strength of tourism activity in the county. The ability to sustain meaningful lodging tax revenue during economic uncertainty—and throughout the COVID-19 era—demonstrates the positive impact of tourism and the destination’s competitive position compared to other markets that struggled to recover. This stability provides a strong foundation for future growth as economic conditions improve and travel confidence continues to rebuild.

BENTON COUNTY TOURISM FISCAL YEAR 2025 ACTUAL INCOME

Transient Lodging Tax…………………………………….$73,599 *net income
Cities, Chambers and County Partners.…………. $54,134
Corporate Contributions………………………………….$8,000
State of Missouri Marketing / Misc Grants..…….$17,800
Event Income (before expenses)……………………..$14,916
TOTAL FISCAL YEAR 2025 ACTUAL INCOME        $168,449

The Fiscal 2025 BCTR Annual Budget expenditures are divided into four major categories.  The budget is established annually by the BCTR Board of Directors, which is proposed by the Executive Director.

Major marketing expenditures focus on broad, strategic efforts to increase visitation and awareness of Benton County. These efforts include a strong website and online presence supported by a comprehensive digital marketing strategy. This strategy incorporates search engine marketing, Meta prospecting and site remarketing, customized creative content designed to drive visitation, Google display advertising, and the development of an annual Visitation Report to analyze visitor demographics and travel behavior.

Targeted digital campaigns included geofencing high-traffic destinations such as the Missouri State Fair, Lake of the Ozarks, Branson, Stockton, Pomme de Terre, and other key markets, delivering Benton County–focused advertising directly to potential visitors. Additional, advertising in Rural Missouri Magazine, Terrain Magazine, Show Me Missouri, and Missouri Life have provided a higher return on investment.  Furthermore, promotional efforts included staffing booths at the Missouri State Fair, distributing brochures to all Missouri Welcome Centers, producing marketing videos and professional photography, creating county-wide event cards, and maintaining memberships in tourism-related organizations for networking and promotional opportunities.

Administrative expenses support the day-to-day operations of Benton County Tourism and Recreation and include insurance, contractor compensation, Director and Officer (D&O) insurance, phone and internet services, mileage reimbursement, check processing, and tax preparation. The Executive Director serves as an independent contractor, covering her own insurance and taxes, and does not receive paid vacation or sick leave.

BCTR FISCAL YEAR 2025 ACTUAL EXPENSES

Advertising/Events/Mktg………………………………….$97,709
Administration and Contract Services.………….….$65,214
Operations……………………………..…….……………………$6,500
General Reserve…………………………………………………$0
TOTAL FISCAL YEAR 2024 ACTUAL EXPENSES        $169,423

Benton County Tourism & Recreation works closely with the cities of Cole Camp, Lincoln, and Warsaw, as well as each community’s Chamber of Commerce, to promote local attractions, shopping, events, and dining to both visitors and prospective residents. This collaborative approach strengthens community visibility and enhances the visitor experience, which in turn supports local economic activity.

Tourism proves to be a major economic driver across the state. In 2024, Missouri welcomed more than 42 million visitors, who collectively spent over $12.5 billion in tourism-related goods and services, generating nearly $1.6 billion in state and local tax revenue and supporting almost 145,600 jobs statewide. These statewide trends mirror the ripple effects tourism can have in smaller regions like Benton County when effective promotion and partnerships are in place.

BCTR has been able to expand and sustain its marketing efforts through the generous support of organizations, corporate contributors, and individuals who believe in promoting tourism and economic development in Benton County. Our 2025 marketing plan was designed to be both comprehensive and effective, and measurable results from monthly return-on-investment reports provided by our marketing firm show that we reached a larger group of potential visitors compared to previous years, as is reflected in our monthly marketing reports (available upon request).