Mississippi welcomes a record number of visitors that spent $12.4 billion

• Last year, more than 45 million people visited the Magnolia State, generating a record $18.9 billion in total economic impact in Mississippi.

Mississippi is seeing growth in tourism, according to the Tourism Economic Contribution report from 2025 presented by Governor Tate Reeves on Thursday.

Roughly $12.4 billion in tourism revenue was generated in the Magnolia State last year from a record 45.5 million visitors. Tourism activity reportedly generated a record $18.9 billion in total economic impact across the state.

The state’s tourism industry also generated about $1.2 billion in state and local tax revenue, Governor Reeves said.

The tourism industry provides jobs to about 137,000 people in the state and generates $4.8 billion in personal income for Mississippi workers. 

“Mississippi’s tourism industry continues to demonstrate what is possible when we invest in the experiences, places and people that make our state unlike any other,” Reeves said. “These results reflect the strength of an industry that touches every region and every county, supporting local businesses, creating opportunity for working families and strengthening our economy.”

During the press conference, Reeves cited several areas that help drive the tourism industry as well as change the nation’s opinion of the Magnolia State, such as the state’s educational improvements, economic development projects, and a focused marketing campaign. 

Part of that marketing campaign involved Visit Mississippi’s participation in the Rose Parade in Pasadena, California as part of the Tournament of Roses. Rochelle Hicks, executive director of Visit Mississippi, said participation in the New Year’s Day parade put the state of Mississippi in front of 48 million television viewers and about 800,000 parade goers. 

“Forty-eight million people, that’s almost 20 percent of the population of the United States,” Reeves added.

Some of the industries that draw Americans and others from across the globe to Mississippi include the food, sports, a rich history in the blues, Elvis Presley, and Mississippi’s outdoor recreation opportunities. 

Another way the state is marketing its tourism industry is through a podcast called “Mississippi on the Map.” Hicks said that podcast has so far garnered nearly a million views across all platforms.

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At the end of the press conference, Governor Reeves took questions on the death of two Ole Miss students over the weekend and the grand jury’s decision in the case involving the death of Nolan Wells earlier this year. 

Both students at Ole Miss were originally from out of state, an 18-year-old from Colorado and a 20-year-old from Atlanta, the university’s student newspaper reported. Reeves was quick to say that more information on these two tragic deaths is being gathered, so he did not have a comment until toxicology tests are completed and a cause of death is determined.

In relation to the death of Wells, Reeves said the grand jury’s decision to not indict anyone shows the justice system works.

“The reality in the Nolan Wells case is the process played out. There was no evidence of foul play. Everyone had an opportunity to present to the grand jury,” Reeves said. 

In spite of all the speculation that has been stated by legal representation of the family’s legal counsel, Ben Crump, the information presented to the grand jury did not result in criminal charges, Reeves added. 

“So I would just say the criminal justice system worked exactly the way it was supposed to,” Reeves said. “And I think it’s terribly unfortunate there are people like Ben Crump in the world.”