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“Branson Announces Record Growth in 2016”

For Immediate Release

January 18, 2017


For more information, contact:

Lynn Berry, Director of Communications

Branson/Lakes Area Chamber of Commerce/CVB

417-243-2137 or [email protected]


“Branson Announces Record Growth in 2016”

Branson, Mo.Branson’s tourism numbers are up. The year-to-date Key Performance Indicators (KPIs) are not just up for 2016, they are at record high levels. City tourism tax receipts ended up 9.1% with every business classification seeing annual increases. Theater tax collections were up 15.5% over previous year. Also, Branson’s visitation reached a record high, having grown more over the past four years than any four-year period since the 1990s.

“These numbers are due to the Branson CVB’s marketing efforts,” said Bob Cox, owner, The Harbor marina and Chairman of the District Marketing Council. “It’s an efficient and effective communications campaign setting new records.”

Ad Awareness increased as half of travelers surveyed recalled seeing/hearing the Branson CVB’s ads in 2016, up by 4 points over last year. That market reach totaled more than 45M households across the U.S.—the highest number since measurements began in 2009. Market efficiency is measured by calculating the average cost to reach an aware travel household. The smaller the number, the more efficient the campaign. Historically, Branson CVB spent an average of $0.16 per aware travel household. That cost fell to only $0.11 in 2016, which is down 11% compared to 2015 and 29% lower than the historical average. The Branson CVB ad effectiveness shows an increase in the ROI of its marketing campaigns every year since 2013, reaching a new record of $97 in 2016.

Branson remains healthy. Spending remains solid; the destination generates strong repeat visitation; group travel performance has been comparatively robust in recent years; intent to return remains strong; Branson’s outer markets (301+ miles) continue to represent most of Branson’s visitation; and geographic distribution of visitors has normalized.

The destination drivers have been evolving. Visitors 55+ accounted for nearly half (49%) of Branson’s visitation in 2016 and 73% of visitors attended a live music show. Like other national destinations, Branson’s brand is more complex and diverse than ever. Live music shows remain important to the visitor experience, but as Branson continues to grow, other tourism product drivers have emerged.

“As the market changes, we will continue to focus on the senior market as part of our plan. We want large numbers of  visitors to see Branson’s live shows,” said Mike Pitman, National Sales Director with Sight & Sound and Chairman of the Board, Branson/Lakes Area Chamber of Commerce/CVB. “But, we need Millennials and Gen Xers to continue to visit to shop, dine, visit museums, water parks and other family attractions, and enjoy lake activities and all of the other types of experiences that Branson offers.”


About Branson, Missouri
Branson is a one-of-a-kind family vacation destination nestled in the lakeside beauty of the Ozark Mountains with dozens of live performance theaters, three pristine lakes, championship golf courses, an international award-winning theme park, family attractions and museums, a Historic Downtown district, shopping galore, a full range of dining options, and a host of hotels, motels, resorts, RV parks, campgrounds and meeting and convention facilities. Less than one day’s drive for one-third of U.S. residents with flights to the Branson Airport (BKG) and nearby Springfield-Branson National Airport (SGF) Call 1-877-BRANSON for help planning your next vacation, convention or reunion. See more at