ANN UAL REPORT 20 24
Message from the President & Board Chair
Dear Tourism Stakeholders,
We are excited to share with you the 2024 Annual Report from Visit Jackson, highlighting the incredible progress Jackson has made in the tourism industry over the past year. As we continue to grow and evolve, we owe much of this success to the invaluable contributions and partnerships of YOU, our dedicated stakeholders. As we reflect on the past year, we are filled with a sense of gratitude and pride for the collective efforts and successes that have shaped Jackson as a premier destination for travelers. The tourism industry is one of our community's most valuable assets, and your continued support and dedication make Jackson a vibrant, welcoming, and dynamic place to explore.
Throughout 2024, Jackson's tourism sector saw impressive growth in key areas, from increased visitation and economic impact to the launch of new initiatives designed to elevate the visitor experience. With your support, we’ve enhanced marketing efforts, developed new strategic partnerships, and brought more visitors to Jackson than ever before.
Key Highlights from the 2024 Annual Report:
• Visitor Growth: Jackson welcomed a record number of tourists in 2024, with a 12% increase in out-of-state visitors, contributing significantly to our local economy.
• Economic Impact: Tourism in Jackson generated over $350 million in direct spending, supporting local businesses and creating jobs.
• New Initiatives: We launched and/or expanded programming to include "601 JXN Day,” “JXN Food & Wine Festival," and the “My City Young Ambassadors” campaigns, which have increased our community engagement, market share & industry positioning, digital presence and social media engagement, as well as our collaborations with regional and national tourism and industry organizations.
• Sustainability Efforts: A growing emphasis on eco-friendly practices and responsible tourism has resonated with our visitors, positioning Jackson as a forward-thinking destination.
• Financial Performance and Fiduciary Responsibility: Despite a continued challenging economic environment, with a flat revenue realization, Visit Jackson was able to invest in marketing initiatives that yielded strong demand for the destination, filling hotel rooms, creating positive positioning inside and outside of the destination marketing area (DMA), and mitigating negative and crisis occurrences. These strategies realized a positive return on investment, resulting in new business, maintaining repeat business and positive media, public relations, community engagement, and market positioning.
In 2024, we continued to build on our foundation, emphasizing Jackson's unique character through innovative marketing, strategic partnerships, and commitment to authentic experiences. Our mission to connect, engage, and inspire the Jackson community to be a welcoming destination for conventions, meetings, sporting events, and special events, resulting in rich, cultural, and memorable experiences with a
rewarding sense of place for visitors and an economically beneficial and enhanced quality of life for residents has been solidified.
This year, Visit Jackson has worked tirelessly to showcase everything that makes Mississippi’s Capital City memorable and competitive, from the rich history, culture, and cuisine to the exceptional Southern hospitality that our community is known for. We have prioritized diversifying our tourism offerings, ensuring that every visitor experiences the warmth, creativity, and charm that defines and is uniquely Jackson, Mississippi . . . The City With Soul.
A significant milestone in 2024 has been the strengthening of our partnerships with local businesses, cultural institutions, and government entities. These collaborations have allowed us to create a more cohesive and sustainable tourism ecosystem. We have also expanded our focus on accessibility, eco-tourism, outdoor recreation, and culinary tourism, tapping into new markets and trends that continue to shape the industry.
Entering 2025, we remain committed to fostering growth within our tourism sector. We recognize that there are many challenges ahead; however, with continued collaboration, we will reach our goals together. Our focus on inclusivity, sustainability, and innovation will guide us as we strive to make Jackson a destination that resonates with travelers from all walks of life, ensuring that our visitors know that in The City With Soul, Everyone Is Welcome!
We believe these successes are just the beginning. In 2025, Visit Jackson remains committed to expanding our reach and enhancing our community’s tourism infrastructure. Our goals include increasing the number of multi-day visitors, improving overall visitor satisfaction, and continuing to promote Jackson as a top destination for leisure, business, and cultural travel.
We could not have achieved these milestones without your support, and we look forward to the exciting opportunities that lie ahead as we work together to make Jackson an even more vibrant and welcoming destination for all.
Thank you once again for your unwavering partnership and commitment to the success of Jackson’s tourism industry. We are proud to share these accomplishments with you and look forward to an even brighter future together.
We Are the City With Soul!
Yours in Tourism,
Rickey L.Thigpen
Rickey L. Thigpen, PhD President & CEO
Visit Jackson
Carol Burger
Carol Burger Board Chair
Visit Jackson
ABOUT VISIT JACKSON:
The Jackson Convention & Visitors Bureau, dba Visit Jackson, is the official destination marketing organization for the City of Jackson. It serves the Jackson community by positively impacting the city's economy through recruitment and securing meetings and tourism activities. Visit Jackson is a quasi-independent governmental agency created by the Mississippi State Legislature.
Mission
The mission of Visit Jackson is to connect, engage and inspire the Jackson community to be a welcoming destination for conventions, meetings, sporting events, and special events. This will result in rich, cultural, and memorable experiences, a rewarding sense of place for visitors and an economically beneficial and enhanced quality of life for residents.
Goal
The overall goal of Visit Jackson is to cause a major economic impact for Jackson through programs designed to identify, attract, and service conventions and meetings, trade shows, group tours, sporting events, and consumer travelers while cultivating relationships with stakeholders, the value of citizenry contributions, and the collective quality of life of the destination.
Diversity & Inclusion
Visit Jackson is fiercely committed to reflecting and upholding the value of diversity of thought, culture, and lifestyles that is inherent in the Jackson community. We are dedicated to practicing radical inclusion and believe that a plurality of ideas and experiences shaped around civil dialogue and equitable outreach is the driving and consistent force that makes Jackson a great destination and a great city.
Values
Integrity We are fair, honest and transparent, inspiring trust in others.
Collaboration We respect, nurture, support and empower one another.
Passion We uphold the spirit of our community and the goal of our organization, and we are committed to making our jobs and the jobs of our co-workers fun on a consistent basis.
Respect We respect and understand the importance of our bureau's mission, take pride in being an integral part of its success and are committed to aggressively upholding the principles of diversity, inclusion, and hospitality.
FINANCIAL OVERVIEW
In FY2024, Visit Jackson continued to demonstrate sound financial management while strategically investing in destination marketing, programming, and long-term planning. Despite ongoing infrastructure and perception challenges, the Bureau sustained operations, delivered major campaigns, and positioned the organization for continued growth.
Visit Jackson’s tourism tax collections are predominantly sourced from restaurants (85%), with lodging collections accounting for the remaining 15%. Year-over-year, local tourismrelated tax revenues remained flat at $3.5 million. Collections held steady despite pressures on the city’s hospitality industry, including limited hotel inventory and intermittent service disruptions. Jackson’s ability to attract regional events and festivals—and ongoing efforts to encourage repeat visitation—played a key role in stabilizing revenue.
In January 2023, the Mississippi Legislature allocated $2,915,519 to Visit Jackson under the American Rescue Plan Act (ARPA). An additional $2,110,039 was allocated in March 2024.
As of September 30, 2024, approximately $1.8 million in ARPA funding had been expended, resulting in $3,221,434 in unearned revenue. All ARPA funds were fully encumbered as of December 31, 2024.
Visit Jackson utilized ARPA funding strategically to support high-impact tourism initiatives. These funds significantly bolstered the Bureau’s marketing reach, including execution of the “Let It Shine” campaign and other brand-building programs. In total, 60% of promotional activity expenditures in FY2024 were supported by ARPA resources.
Total Revenues
Total Expenses $5,406,169 $5,196,982
$859,875 $1,804,125 $251,519
ARPA-2 $2,110,039
Supplied financial data reported is from the Fiscal 2024 Audit Report’s Statement of Revenues, Expenditures & Changes in Fund Balance. Readers are encouraged to review the Fiscal 2024 Audit Report for further financial insights American Rescue Plan Act Expended Encumbered Designated
Restaurant Tax
Occupancy Tax
ARPA (recognized)
Other
REVENUE $5,406,169
Other Revenue Partners Tax Return on Total DMO Public Funding
$1,765,312
$2,931,937 33%
Personnel Services
Promotional Activities
General Operational
Debt Service
Capital Outlay
TOTAL EXPENDITURES
$5,196,982
(480% in FY 2023)
total tax produced by visitor spend/Visit Jackson Operating Revenue = [$14.6M ($20M$5.4M)/$5.4M] x 100 Return on Operating Cost 1,227% (2,400% in FY 2023) Net Direct Visitor Spend generated by Visit Jackson efforts/Total Operating Cost = [$63.8 M ($69M$5.2M)/$5.2M] x 100
STRATEGIC ACCOMPLISHMENTS
Pillar Alignment & Strategic Direction
Education
Educate Stakeholders regarding the purpose of a Destination Leadership Organization
Advocacy/ Community Awareness & Involvement
Build proponents of the Visit Jackson Community
Tourism Partnerships
Execute programming to strengthen Tourism Partnerships
Tourism Development
Create additional strategies to increase/ develop/ encourage tourism for the destination
Destination
Demand
Heighten
Demand for the Destination
EDUCATION
Understanding the vital role of a destination leadership organization is crucial for stakeholders invested in the growth and development of a tourism-focused community. These organizations serve as the strategic backbone of destination management, working to enhance economic prosperity, cultural vitality, and overall visitor experience. In FY2024, Visit Jackson prioritized stakeholder education to reinforce the organization’s value and encourage collaboration across sectors. By fostering a shared understanding of the DMO’s mission, Visit Jackson supported a unified vision for sustainable tourism growth.
Educating tourism stakeholders on the value of working with a destination marketing organization (DMO), such as Visit Jackson, is crucial for several reasons:
1. Unified Marketing Efforts
2. Increased Visibility and Reach
3. Economic Growth
4. Expertise and Resources
5. Competitive Advantage
6. Collaboration Leads to Sustainable Tourism
7. Crisis Management and Recovery
8. Advocacy and Representation
9. Long-Term Strategic Planning
Education and Outreach Activities Included:
• Conducted comprehensive orientation sessions for newly elected city leaders and Visit Jackson board members, including one-on-one meetings with Jackson City Council members.
• Provided regular updates to Hinds County legislative leadership, the Lieutenant Governor’s office, the Governor’s office, and Tourism Committee chairs regarding Tourism Recovery Fund expenditures and broader strategic needs of the destination marketing organization.
• Distributed a quarterly e-newsletter to key stakeholders.
• Highlighted the local and national impact of tourism during National Travel and Tourism Week (May 2024).
• Executed the annual Tourism Industry Outlook Forum, bringing together industry partners for strategic discussion and insights.
• Participated in speaking engagements with local community organizations to share updates and reinforce tourism’s value to Jackson’s economy.
• Maintained a comprehensive outreach strategy with local restaurants to promote awareness of Visit Jackson’s mission and the Sales Tax Withholding process.
• Reestablished sector-specific advisory committees—including Sports, Restaurants, Special Events, Law Enforcement, and Crisis Management—for targeted industry engagement and input.
ADVOCACY EFFORTS
In FY2024, Visit Jackson played a central role in advancing local, state, and national tourism advocacy. Through strategic partnerships and active engagement, the organization helped shape policies, secure resources, and strengthen the overall visibility of Jackson’s tourism industry.
Visit Jackson maintained its partnership with The Clay Group, an independent legislative liaison firm, to support professional and consistent engagement with policymakers. The organization also collaborated closely with aligned entities— including the Jackson Redevelopment Authority, Greater Jackson Chamber of Commerce, Great City Mississippi Foundation, Downtown Jackson Partners, Hinds County Economic Development Authority, Jackson Municipal Airport Authority, Mississippi Tourism Association, Mississippi Destination Marketing Organization Association, and the City of Jackson—to present a unified voice on key tourism priorities.
This collective advocacy approach strengthened Jackson’s position in broader legislative conversations and contributed to:
1. Stronger Collective Voice
2. Shared Resources and Expertise
3. Legislative and Policy Influence
4. Addressing Industry-Wide Issues
5. Economic Benefits Through Broader Collaboration
6. Building Regional Tourism Networks
7. Leveraging Broader Marketing Opportunities
8. Building Stronger Relationships with Key Stakeholders
9. Crisis Management and Resilience
10. Enhancing Regional and National Influence
Visit Jackson emphasized the importance of collaboration with sister destination organizations, recognizing that regional partnerships amplify impact, expand marketing reach, and strengthen legislative influence. Working together allows destinations to pool resources, address shared challenges, and advocate more effectively for policies and funding that support tourism growth across the region—including Jackson.
These strategic alliances help build a more resilient and sustainable tourism economy, ensuring Jackson remains visible, competitive, and well-positioned for long-term success.
FY2024 Advocacy Activities Included:
• Continued engagement with the Mississippi Destination Marketing Organization Association on a statewide tourism advocacy initiative
• Strategic collaboration with the Mississippi Tourism Association to support effective allocation of Visit Mississippi’s dedicated funding
• Support for the Mayor’s Golf Tournament, the Legislative Black Caucus Golf Tournament, and the Mississippi Black Caucus Golf Event
• Partnership with the Great City Mississippi Foundation and LeFleur's Bluff stakeholders to support nature trail development and tourism infrastructure improvements
• Representation at Destination Capitol Hill, the Destinations International Advocacy Summit, and the Global Leadership Forum
• Ongoing sponsorship and attendance at Mississippi Economic Council events throughout the year
MS DMO Association
COMMUNITY AWARENESS & INVOLVEMENT
Visit Jackson’s engagement in community awareness and involvement is a critical strategy for creating a positive and sustainable tourism environment. It helps build local support, create authentic and meaningful experiences, enhance the visitor experience, and foster economic development. By involving the community in tourism efforts, Visit Jackson ensures that the benefits of tourism are felt broadly across the city, creating a thriving and resilient tourism industry that supports both visitors and residents alike.
Community involvement efforts helped foster stronger local support, encouraged collaboration, and elevated the authenticity of Jackson’s tourism offerings. These efforts reinforced Visit Jackson’s role as a destination leadership organization committed to inclusive growth, cultural preservation, and economic development.
Focus areas included:
• Building Local Support: Strengthened public understanding of tourism’s impact on job creation, small business growth, and cultural vitality.
• Promoting Authentic Experiences: Involved local artists, chefs, musicians, and community partners in showcasing Jackson’s unique cultural identity.
• Enhancing Marketing Through Local Voices: Shared resident stories and local perspectives to add authenticity to destination branding and marketing campaigns.
• Encouraging Sustainable Tourism: Promoted responsible travel practices and supported initiatives that protect local heritage and public spaces.
• Creating a More Welcoming Environment: Encouraged hospitality from within the community by engaging locals as advocates and ambassadors.
• Supporting Economic Inclusion: Connected local vendors, creatives, and service providers to opportunities within the tourism economy.
• Fostering Strategic Partnerships: Collaborated with nonprofits, schools, civic organizations, and cultural institutions on tourism-related initiatives.
• Incorporating Community Feedback: Maintained dialogue with residents to help guide tourism development with transparency and shared purpose.
Dedicated resources with strategic goals were identified to strengthen the destination and its growth potential. During Fiscal Year 2024, purposeful strategies were executed to solidify Visit Jackson as a collaboration clearinghouse, fortifying its designation as a Destination Leadership Organization. These initiatives underscored Visit Jackson's commitment to enhancing community awareness and involvement, driving sustainable growth and competitiveness.
Community and Industry Engagement & Participation
• Expanded My City initiative events
• South Jackson Proud Parade and Festival
• Capital City Pride Festival
• Mississippi Makers FEST
• Mississippi Book Festival
• Mississippi Pickle Fest
• Juneteenth Celebration(s)
• Lynch Street Festival
• Georgetown Festival
• Jackson Film and Jackson Music Awards Festival
• Hal's St. Paddy's Parade & Festival
• Martin Luther King Jr. Parade and Celebration activities
• Capital City Lights
• MS Blues Marathon
• Ice Cream Safari at the Zoo
• 601 JXN Day
• Farish Street Forward Festival
• Law Enforcement Appreciation Day
• MS Business Journal Awards
• OUR Mississippi Awards
• Connecting the DOTS Foundation Awards
• Greater Jackson Alliance Annual Meeting
• Hometown Hero Awards Program (Signature Event)
• JXN Collegiate Football Media Day
• Ongoing Speakers Bureau talent for Community Organization Events and Local Radio Shows
• Monthly pitch campaigns targeting local radio and media outlets
Special Projects
• MY CITY Young Ambassador Program with Jackson Public Schools
• Jackson Public Schools Culinary Arts –Workforce Development Initiatives
• Miss Jackson Hospitality / Mississippi Miss Hospitality
• Provided College and University new student orientation tours
• Jackson State University
• Belhaven College
• Tougaloo College
• University of Mississippi Medical Center School of Medicine
Community Leadership
• Alpha Foundation of Jackson, Inc.
• Alpha Phi Alpha Fraternity, Inc (National Office, Regional Office & Local Chapters)
• Capital City Pride
• Downtown Jackson Partners
• New Stage Theatre
• Dress for Success
• Greater Jackson Chamber Partnership
• Homelessness Committee
• Junior League of Jackson
• Keep Jackson Beautiful
• Mississippi Coalition for Citizens with Disabilities
• Mississippi Families for Kids
• Mississippi Society of Certified Public Accountants
• Mississippi Women for Progress
• Public Relations Association of Mississippi
• Hinds Community College/Tourism & Culinary Arts Departments
TOURISM PARTNERSHIPS
Visit Jackson's Travel Industry Partnerships and Cooperative Initiatives underscores the organization's commitment to enhancing the local travel industry through strategic collaborations. Situated in the heart of Mississippi, Jackson holds a unique position as the Capital City, strategically located at the center of the state and the Capital Region. This advantageous geographical position enhances its ability to host conventions, meetings, and events, supported by ample meeting and event spaces. Moreover, Jackson's collaboration with surrounding bedroom communities strengthens its offerings with brand lodging, dining, and shopping partnerships.
By leveraging these partnerships and its central location, Visit Jackson continues to drive innovation in tourism initiatives, foster economic growth, and promote Jackson as a vibrant destination for travelers and businesses.
• Collaboration with Jackson State University’s Sonic Boom of the South, sponsored Bass Drumheads proclaiming, The City With Soul/Jackson, Mississippi
• Continued collaboration with the Capital Area Tourism Association (CATA), a joint effort involving Visit Ridgeland, Canton Tourism, Visit Vicksburg, Visit Flowood and Visit Jackson. This initiative focused on increasing visitor numbers, enhancing the recognition of local attractions, and offering educational programs to strengthen the local hospitality industry workforce. Continued to provide co-op advertising programming for Jackson attractions
• Ongoing partnership with the Capital City Convention Center Commission/Jackson Convention Complex.
• Cultivated a successful partnership with the Jackson Medgar Evers International Airport (JMAA), overseeing the information area to help travelers discover accommodation, dining options, and attractions in Jackson
• Partnered with Hank Aaron Stadium and Veterans Memorial Stadium to manage parking compression during sporting events.
• Partnered with the Central Mississippi Blues Society
• Continued providing training sessions/Familiarization Tours (FAMs) for hospitality professionals, including meeting and event planners, to enhance their knowledge of local attractions, history, and culture
• Maintained ongoing partnerships with the thirteen welcome centers, ensuring monthly mail-outs of brochures, including visitor guides and information from local attractions
• Sustain collaborations with local stakeholders for brochure delivery to hotels, attractions, banks, and the airport
• Continued hosting the quarterly Spotlight Series, providing local talents with opportunities to connect with the community and the tourism sector while also promoting the visibility of food trucks
• Partnered with the Jackson Heart Foundation and various entities to provide signage to enhance visibility of the Museum Trail
• Partnered with Hinds Community College to produce a Hospitality & Culinary Expo to expose culinary students to hospitality industry leaders in the city of Jackson
Additionally, Visit Jackson implemented robust tourism policing strategies (TOPS), including monthly security meetings with various law enforcement agencies such as the Jackson Police Department, Hinds County Sheriff's Department, Capitol Police Department, Jackson State University Police Department, the UMMC Police Department and Downtown Jackson Partners.
TOURISM DEVELOPMENT
In FY2024, Visit Jackson advanced tourism development strategies that enhanced the city’s appeal while prioritizing community quality of life and long-term sustainability. Efforts focused on creating positive experiences for residents, visitors, and businesses, while aligning tourism growth with the preservation of Jackson’s cultural and environmental assets.
Visit Jackson continued its commitment to sustainable tourism leadership— developing programs that supported economic growth, fostered local pride, and strengthened the destination’s infrastructure and identity.
Key initiatives included:
• Launching the JXN Food & Wine Festival
Partnered with The Local Palate to debut the inaugural JXN Food & Wine Festival in March 2024, highlighting Jackson’s culinary scene and contributing to community engagement and regional visitation. Planning began for the 2025 event, scheduled for March 2025.
• Developing a 10-Year Destination Master Plan
Initiated in 2023, the Jackson Destination Master Plan will serve as a strategic roadmap to guide the city’s tourism development over the next decade. The plan focuses on enhancing visitors’ experiences, attracting investment, and aligning public, private, and civic stakeholders around a shared vision. It is scheduled for rollout in May 2025 during National Travel & Tourism Week.
DESTINATION DEMAND
Prompted $69 million in Direct Traveler Spend
VISIT JACKSON TRAVEL INDUSTRY IMPACT
Generated a total of $119 million in Economic Output
Supported over 43 thousand jobs & $35 million in Tourism Payroll Produced $20 million in Total Tax Revenue for
*Data supplied via Tempest CRM utilizing Destinations International’s Event Impact Calculator-powered by Tourism Economics
Progress Toward FY2024 Strategic Goals
Visit Jackson’s FY2024 strategic goals were designed to strengthen core areas of performance, including hotel demand, market reach, digital engagement, and repeat visitation. The organization made meaningful progress across all targeted metrics, with several goals exceeded and others showing positive momentum.
Fiscal Year-to-Date Outside
Hotel Demand
Efforts to expand Jackson’s reach beyond the immediate region proved effective, with 41.6% of visitors coming from markets outside a 250-mile radius, surpassing the goal of 40%. This shift supports both long-term destination positioning and increased potential for overnight stays.
Fiscal Year-to-Date Outside
Hotel room demand for FY2024 reached 2.2 million, achieving 98.9% of the year’s goal despite continued market pressures and limited hotel inventory. Strategic marketing campaigns and strong group retention contributed to this near-target result.
Repeat visitation surged beyond expectations, climbing to 67.5%, well above the target of 44%. This growth reflects the strength of Jackson’s visitor experience, community engagement, and continued investment in brand loyalty and relationship-building. Digital performance metrics also provided strong indicators of success.
The website’s exposure-to-visit ratio reached 8.9%, more than doubling the original goal of 3.5% and almost tripling the national average, indicating high-quality traffic, effective campaign targeting, and increased visitation. While social media engagement averaged 3%, below the 5% goal, this platform remains an area of focus with opportunities for refinement and audience-specific strategies.
Together, these results demonstrate steady progress toward Visit Jackson’s long-term strategic objectives and reflect the strength of the organization’s integrated approach to marketing, visitation, and audience development.
SALES
Despite ongoing market challenges in Jackson, Visit Jackson successfully maintained its meetings and conventions business and recorded modest growth in both event volume and attendance in FY2024. The city hosted 262 events in FY2024, up from 251 events the previous year — an increase of 4.28%. Attendance also grew, with 1.79 million attendees recorded in FY2024, a 5% increase over FY2023’s 1.36 million
While total estimated economic impact for these events decreased slightly—$127.5 million in FY2024 compared to $138.9 million in FY2023 (a 4% decline)—this variance reflects broader shifts in group size, duration, and market rates, rather than a downturn in group activity.
The Visit Jackson sales team has remained focused on strategic account retention, market cultivation, and delivering creative solutions that address the city’s current constraints. By concentrating efforts on high-performing market segments and nurturing new opportunities, the team continues to build momentum for long-term recovery and growth.
Increased collaboration with meeting planners, incentive development, and customized promotional packages have been key tools in maintaining competitiveness. The Visit Jackson Services team plays an increasingly vital role, stepping in to elevate the overall experience for groups—especially given Jackson’s limited hotel inventory and reduced group room availability downtown.
As local hotel properties work to manage average daily rates (ADR) and adjust group room blocks accordingly, the path to significant group growth remains challenging. However, Jackson's ability to deliver personalized service, meaningful experiences, and strong community support has helped retain and grow valuable group business.
Looking ahead, expanding hotel inventory remains a top priority for the meetings and conventions sector. In the meantime, Visit Jackson will continue to strengthen relationships, provide exceptional service, and work closely with partners to ensure Jackson remains a trusted, welcoming, and value-driven destination for meetings of all sizes.
*Data supplied via Tempest/iDSS CRM and STR (Smith Travel & Research)
Segment
*Data supplied via Tempest/iDSS CRM
SERVICES ACTIVITY
Visit Jackson offers meeting planners and conference attendees one of the region's most comprehensive and complimentary service packages. These packages include securing the proper meeting facility, hotel accommodations, and activities for your attendees.
Services Highlights
262 Events Serviced
Registration and planning support was provided for 262 meetings, conferences, and events hosted in Jackson.
130 Repeat Conferences
A total of 130 recurring events returned to Jackson, reflecting strong client satisfaction and retention.
1,669 On-Site Hours
Registration staff provided 1,669 hours of on-site service at conferences and meetings.
275 Visitors Welcomed The JXN Welcome Center recorded 275 guests, including 38 international visitors and 97 domestic travelers.
PROMOTIONAL ACTIVITY
In 2024, Visit Jackson continued to benefit from strategic marketing efforts driving traffic to its award-winning website. With an 8.9% website attribution* rate, VisitJackson.com has become the primary resource to explore Jackson events, restaurants, attractions, and learn about the movers and shakers in the City With Soul.
Additionally, over 25% new users visited the website compared to FY23. 80% of web traffic can be attributed to organic search (56%), paid search (14%), and direct traffic (10%).
Visit Jackson’s “Let It Shine” campaign** launched in FY24 with a new commitment to increased advertising efforts. ARPA funds provided a robust budget with over $800,000 reaching 11 target markets that included cable TV, streaming radio, podcast sponsorships, OTT, streaming TV, and a multi-faceted programmatic and audience targeted digital approach.
Traditional and new emerging markets were introduced to the new campaign messaging about Jackson’s unique culture and storied past. The website saw significant increased traffic from Chicago, Dallas, Atlanta, New Orleans, and Memphis compared to FY23.
Out-of-state visitation also significantly impacted Jackson in FY24. Memphis was the top visitor origin DMA with almost 8% of all DMA visitation. Dallas, New Orleans, Atlanta, and Mobile followed suit (2-5, respectively). Louisiana, Texas, Alabama, Tennessee, and Georgia are the top 5 visitor origin states.
*The Website Impact Calculator (WIC) from Tourism Economics attributes website traffic to physical visits and takes impact a step further by analyzing the economic impact of those conversions. The WIC calculated that 8.9% of Visit Jackson’s website traffic physically visited Jackson, MS during FY24. 8.9% is three times higher than the industry average.
**The "Let It Shine" campaign is a lyrical branding component of Visit Jackson's larger destination marketing strategy focusing on the city's contributions to the Civil Rights Movement. "Let It Shine" features the people, places, and experiences that were integral to the era. The song is a kind of anthem for the movement overall, and incorporating various renditions of it for campaign purposes allows for Visit Jackson to pay homage to the efforts of freedom movement heroes, while also being able to highlight contemporary attractions such as museums and restaurants, as well as the city's cultural ecosystem.
The campaign features a narrative based commercial series chronicling a family’s Jackson, MS, journey through the eyes of each member and all the unique experiences and historical facts only The City With Soul can claim. Additionally, the campaign features a “Let It Shine” album from several local musicians and their take on the historic song, “Little Light Stories” highlighting individual “lights” and their contributions to Jackson and the world through an interview style video, and blogstyle features on attractions, restaurants, and events.
Branding & Partnership Support
• Jackson State University: Sonic Boom of the South
• Jackson State University Stadium
• Hank Aaron Sports Academy Stadium
• SWAC Championship Advertising Support
• Jackson Convention Center Marketing and Sales Strategy Support
• Mistletoe Marketplace
• Bike branding partnership with The Westin Jackson
• USA International Ballet Competition
Other Promotional Engagement
• Chicago Blues Festival
• Sanderson Farms PGA Chalet co-sponsorship and hosting
• Greater Jackson Chamber Partnership
• Hinds County Economic Development
• Maris West & Baker
• Rankin First
• Mississippi Development Authority
• Travel South International co-op with Visit Hattiesburg
• IPW - co-op with Visit Mississippi
Partnership & Stakeholder Milestones
Data Research Partners
Commitment to Equity, Diversity & Social Inclusion
Staff Support
• President/CEO Rickey Thigpen, PhD, serves as Co-Chair of Destination International’s EDI CEO Sub-Committee.
• Destination Development Manager Kim Lewis is an active board member for both MS Capital City Pride and the Mississippi Coalition for Citizens with Disabilities and serves as a member of Destination International’s Social Inclusion Committee (previously the Equity, Diversity & Inclusion (EDI) Committee)
• The City of Jackson, with support from Visit Jackson, continues to lead the state with the highest Human Rights Campaign Municipal Equality Index (MEI) score in Mississippi—29 points above any other city, remains on par with the national average.
Minority Spend = $190 K (-29% YOY)
Capitol City Convention Center Commission
Industry Engagement & Leadership
U.S. Travel Association
• Rickey Thigpen, PhD Board of Directors
• Jonathan Pettus, Destinations Council Board of Advisors
Destination International
• Rickey Thigpen, PhD Executive Committee & Co-Chair of the CEO Engagement SubCommittee/Social Inclusion Committee
Natchez Trace Compact
• Paul Wolf Vice President
Metro Jackson Attractions Association
• Paul Wolf Board member
• Jennifer Chance, CPA, CDME Professional Development Committee/Business Operations Committee Co-Chair/ Business Operations Summit Planning Committee Co-Chair
• Kim Lewis Social Inclusion Committee
Mississippi Tourism Association
• Jonathan Pettus Board of Directors, Education Committee Co-Chair
• Rickey Thigpen, PhD Executive Board/President-Elect
• Shun Hatten Silent Auction Co-Chair Tempest/iDSS– Customer Advisory Board
• Jennifer Chance, CPA, CDME
• Shun Hatten
• Floyd Williams, Jr.
• Paul Wolf
Southeast Tourism Association
• Shun Hatten
STS Advocacy
Capital Area Tourism Association
• Kim Lewis
Programming Committee
• Rickey Thigpen, PhD Executive Board/Secretary & Treasurer
• Jennifer Chance, CPA, CDME Financial Support
• Jonathan Pettus
Marketing Committee
Event Services Professional Association
• Christine Blackmon Education Committee and Marketing Committee
Speaker's Bureau
• Paul Wolf
Tempest – Tourism Academy
• Paul Wolf
Destination International - Marketing Forum
• Rickey Thigpen PhD Destinations International
• Jennifer Chance, CDME, CPA Destinations International
• Christine Blackmon Event Service Professionals Association
• Jonathan Pettus U.S. Travel Association
Awards & Recognitions
• MTA’s Thomas Van Hyning Researchin-Action Award – Jennifer Chance, CPA, CDME
• MTA’s Small Festival/Event of the Year - The inaugural JXN Food & Wine Festival
• MTA’s Best Sales Strategy Campaign – Sales FAM Video
• MTA’s Restaurant of the Year (Nominated by Visit Jackson)Elvie’s Restaurant
• Mississippi Business Journal – Rickey Thigpen, PhD, named a 2023 Top CEO in Mississippi
• One Mississippi – Rickey Thigpen, PhD, Top 20 Influential African Americans in the State of Mississippi
• Kappa Alpha Psi Fraternity, Inc., Jackson Alumni Chapter –Rickey Thigpen, PhD, Professional Achievement Award of Service
Staff Recognition / Institutional Intelligence (15+ Years)
• Rickey Thigpen, PhD President & CEO, 37 years
• Floyd Williams, Jr., CMP Director of Sports Marketing & Administration, 35 Years
• Christine Blackmon Chief Experience Officer, 31 Years
• Sherri Ratliff, CMP Senior Business Development Manager, 25 Years
• Shun Hatten Chief Sales Officer, 21 Years
• Jennifer R. Chance, CPA, CDME Chief Operations Officer, 19 Years
• Amy H. Dillard Administrative Manager, 17 Years
BOARD
FY 2024-25 Board of Directors
Mende Malouf Hotel Community
Enrika Williams Restaurant Community
Patrick House Hotel Community
Carol J. Burger Business Community, Chair
Pamela D.C. Junior Arts Community
Cherre Miller Convention Complex
Monique Davis, CPA Education
Glenda Barner Restaurant Community
Susan Garrard Attractions Community
John Miller At-Large
Community Vacant
