Explore Christian County achieves designation from Division of Tourism

Explore Christian County has achieved official status from the Missouri Division of Tourism.

Now a recognized destination marketing organization, or DMO, Explore Christian County is operated by the economic development nonprofit agency Show Me Christian County.

The DMO status qualifies Explore Christian County for the Division of Tourism’s marketing matching grant program and to participate in the division’s marketing campaigns. It also lets the organization use financial incentives to attract out-of-state conventions, according to the division website.

Christian County was formerly included within the Visit Springfield, Missouri, DMO, with the Division of Tourism allowing DMOs to serve up to three contiguous counties.

Kristen Haseltine, president and CEO of Show Me Christian County, said the county is expected to reach 100,000 in population by the end of 2027 – the U.S. Census Bureau pegged the population at 96,725 one year ago – so it’s practical to create an independent office.

“With the growth of Christian County-specific destinations and attractions, it made sense for Christian County to have a designated entity that’s really focused on Christian County,” she said.

She added that Visit Springfield has done a great job for Christian County for a long time. Now, the focus will be to home in on smaller business entities and communities for promotion.

The new DMO’s official recognition began July 1, though Haseltine said Show Me Christian County received word of its approval in April.

Mark Hecquet, president and CEO of Visit Springfield, congratulated the new organization on the distinction.

“We wish Explore Christian County every success and look forward to opportunities to work together to continue growing tourism throughout southwest Missouri,” he said.

Hecquet said tourism is a $1 billion industry in Springfield and Greene County alone, and he noted it supports more than 20,000 jobs and generates millions of dollars in local tax revenue.

“Continuing to grow tourism is important to our economy, and having another organization in the region focused on promoting tourism, supporting local businesses and attracting visitors is a positive step,” he said.

Hecquet said his organization was proud to represent and promote Christian County and its communities, and that effort will continue.

“As Explore Christian County begins leading its own destination marketing efforts, we will continue to promote Christian County attractions and experiences when they are relevant to visitors planning a trip to Springfield and the surrounding area,” he said.

Visit Springfield continues to serve as DMO for both Greene and Polk counties.

State officials also welcomed the new agency in a news release sent yesterday to announce the designation.

“We are excited to have Explore Christian County as a destination marketing organization in Missouri,” said Alicia Wieberg, communications manager for the Missouri Division of Tourism. “When communities invest in tourism, it stimulates local and state economies and shines a spotlight on Missouri as a vacation destination.”

The Stone County DMO leader also congratulated its neighbor organization in the news release.

“Tourism is an economic driver that benefits our entire region, and strong destination partners make us all stronger.” said Sheila Thomas, president and CEO of the Table Rock Lake Chamber of Commerce, which operates fellow DMO Visit Table Rock Lake in Stone County. “We are excited to continue collaborating to attract more visitors, support local businesses and showcase the Ozarks as an outstanding place to visit, live, work and invest.”

Haseltine said after receiving word of the designation, the new DMO faced a two-week deadline to apply for a matching grant from the Division of Tourism, and it immediately got to work on it. The application was successful, she said, and it will be used to kickstart new promotions as well as increasing ones that are already in play.

Haseltine said the DMO was eligible to apply for up to $30,000 but did not pursue maximum funding in the first go-round – an opportunity for the team to familiarize itself with the application, reimbursement and reporting processes before pursuing the maximum amount in future years. She did not disclose the amount received.

Explore Christian County launched in 2024, according to a news release announcing its DMO designation. Since its launch, the platform has expanded its website, digital content, community partnerships, event promotion and visitor resources to better connect local audiences and visitors with things to see and do throughout Christian County, the announcement states.

Haseltine said the application for the DMO was a two-year process, during which Explore Christian County had to demonstrate its ability to be a tourism promotion organization.

“As Christian County’s economic development organization, Show Me Christian County understands that tourism and economic development are closely connected,” Haseltine said in the release. “Tourism invites people to experience our communities, while economic development helps create the conditions for them to invest, grow and stay. Explore Christian County brings those efforts together as part of our mission to support business development, enhance communities and promote the county.”