Visit Jackson has unveiled a five-year strategy aimed at attracting more visitors to Mississippi’s capital city, but the agency acknowledged serious obstacles: inadequate lodging, poor perceptions of the city’s attractions and uncertainty over funding.
Visit Jackson, which laid out the plan during a two-hour meeting earlier this week, has operated on a $5.4 million budget since October 2024 — but officials said $1.8 million of that came from federal pandemic relief funds that are no longer available.
To fill that gap, Visit Jackson hopes voters approve a financing measure on the Nov. 3 ballot that would increase taxes on restaurants by 0.5% and lodging by 1%.
Jackson saw over 1 million travelers in fiscal year 2025 and increased its overnight retention by 4% from 2024, according to Visit Jackson data. The city also brought in $80 million in tourism-driven revenue.
A sign welcomes in audience members during Visit Jackson’s State of Tourism address on Tuesday, Oct. 13, 2026. Credit: Aaron Lampley/Mississippi TodayThe report highlights many positives, such as Jackson’s most popular attraction being the Mississippi Civil Rights Museum.
But a chief concern is Jackson’s lack of lodging.
The city of Jackson has 3,775 units within the city limits — including hotels and Airbnb rentals.
Tourism officials note that 60% of the city’s accommodations are motels and other budget-style facilities similar to Super 8 and OYO brands.
Other concerns voiced a large lack of knowledge about the city and its offerings. In a pool of 220 respondents who had not visited the city, 47% said they were disinclined to visit because of the lack of resources available to learn about the city’s recreational offerings.“Our success will not be measured solely by how many people we bring to our city, but also by what their presence makes possible for the people who live here,” Visit Jackson spokesperson Yolanda Clay-Moore said.
Nichols Tourism Group and Destination Consultancy Group drafted the five-year blueprint that reflected information from surveys and tourism data.
The focus of the strategy is a five-step revitalization plan that advocates refer to as “RESET” – refine, enhance, strengthen, expand and thrive.
The proposal calls for the formation of a new tourism council, strengthening marketing strategies and working toward improving city facilities.
During the plan unveiling, Mayor John Horhn again floated the potential for a convention center hotel.
Jackson Mayor John Horhn gives a speech during Visit Jackson’s State of Tourism Address at the Mississippi Museum of Natural Science on Tuesday, Oct. 13, 2026. Credit: Aaron Lampley/Mississippi TodayThe idea is not new. The long-discussed hotel project was at the center of a federal corruption case that ensnared former Mayor Chokwe Lumumba, who is now awaiting sentencing along with two others after pleading guilty to a bribery charge.
Visit Jackson CEO Ricky Thigpen acknowledged that details were still being developed. A more comprehensive plan, which he jokingly said was contained in a thick three-ring binder, includes monthly goals, meetings and regular check-ins to keep the effort on track.
Hence then, the article about visit jackson unveils 5 year plan to boost tourism amid funding challenges was published today ( ) and is available on Mississippi Today ( Middle East ) The editorial team at PressBee has edited and verified it, and it may have been modified, fully republished, or quoted. You can read and follow the updates of this news or article from its original source.
Read More Details
Finally We wish PressBee provided you with enough information of ( Visit Jackson unveils 5-year plan to boost tourism amid funding challenges )
Also on site :
- Hallmark Channel Stars Pop Up in Small Community, Just Named America’s ‘Merriest Christmas Town,’ for Top Secret Celebration
- CoreWeave investor explains how the loss-making AI ‘neocloud’ provider plans to claw its way out of debt
- Kate Spade Outlet Has the Cutest Butter Yellow Wristlet for Fans of Disney’s Beloved 1991 Film, Now 50% Off