Mississippi Tourism Breaks Records, Welcomes 44.2 Million Visitors in 2024

Rochelle Hicks leads Visit Mississippi, the state's official destination marketing organization, as tourism surges to new heights.

Published on Feb. 28, 2026

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Rochelle Hicks, the director of Visit Mississippi, has overseen a remarkable tourism boom in the state, with a record 44.2 million visitors in 2024 contributing $18.1 billion to the economy and supporting 136,094 jobs. Hicks has spearheaded strategic marketing campaigns like "Birthplace of America's Music" and "Mississippi on the Map" podcast to elevate the state's brand and showcase its rich musical heritage and cultural attractions.

Why it matters

Mississippi's thriving tourism industry is a major economic driver for the state, generating tax revenues that fund improvements to the quality of life for residents. Hicks' leadership at Visit Mississippi has been crucial in driving this record-breaking growth, which has exceeded industry expectations in the wake of the COVID-19 pandemic.

The details

Under Hicks' direction, Visit Mississippi has launched several high-profile marketing initiatives to boost the state's profile. The "Birthplace of America's Music" campaign highlights Mississippi's pivotal role in the evolution of blues, rock and roll, country, and other musical genres. The "Mississippi on the Map" podcast features interviews with celebrities like Morgan Freeman and Marty Stuart. Visit Mississippi has also participated in the Rose Parade for two consecutive years, exposing the state to millions of viewers nationwide and around the world.

  • In 2023, Mississippi welcomed a record 43.7 million visitors.
  • In 2024, Mississippi welcomed 44.2 million visitors, a 1.1% increase over 2023.
  • The 2024 tourism numbers contributed $18.1 billion to the state's economy and supported 136,094 jobs.

The players

Rochelle Hicks

The director of Visit Mississippi, the state's official destination marketing organization, who has overseen a remarkable tourism boom in the state.

Visit Mississippi

The state's official destination marketing organization, which has launched several high-profile marketing campaigns under Hicks' leadership to boost Mississippi's profile as a travel destination.

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What they’re saying

“Travel brings people joy. Mississippi is called the hospitality state because our people are our biggest asset.”

— Rochelle Hicks, Director, Visit Mississippi (msbusinessjournal.com)

“We generate hundreds of millions of impressions through media coverage. Mississippi had seven nominees for the 2026 Grammy Awards.”

— Rochelle Hicks, Director, Visit Mississippi (msbusinessjournal.com)

What’s next

Visit Mississippi is partnering with the America250 Mississippi Commission on a comprehensive marketing campaign highlighting the state's contributions to American history, from music and literary traditions to its pivotal role in the Civil Rights Movement.

The takeaway

Mississippi's thriving tourism industry, driven by Rochelle Hicks' leadership at Visit Mississippi, has become an economic powerhouse for the state, generating record-breaking visitor numbers, tax revenues, and job creation. The state's rich cultural heritage and hospitality have proven to be major draws for both domestic and international travelers.