Extension program boosts local tourism leadership

STARKVILLE, Miss. -- Mississippi’s official tourism promotional organization highlighted its growing partnership with Mississippi State University during a recent conference focused on strengthening tourism leadership and workforce development across the state.

The Mississippi Tourism Association Spring Summit brought together tourism professionals, community leaders and Extension specialists from across Mississippi. It underscored MSU’s collaboration with MTA on the Excellence in Tourism Leadership Program, a statewide initiative that blends professional development with applied, community-based projects. 

The program’s success has also helped shape a new tourism and destination development minor now offered at MSU.

Housed within the MSU Extension Center for Government and Community Development, the ETL program offers a two‑year, dual‑certificate curriculum emphasizing leadership, marketing, economics, community relations and public policy. The program is delivered online and in person, and guides tourism professionals through community projects designed to deliver measurable economic and quality-of-life benefits.

The program is administered by ETL director Rachael Carter and project manager William Poindexter. 

Carter, also a community development specialist with MSU Extension, said the program is designed to move beyond theory and into measurable impact for communities.

“ETL takes a holistic approach, equipping participants with the leadership skills, industry knowledge and innovative strategies needed to keep Mississippi competitive, relevant and positioned for long-term tourism growth,” Carter said. “Participants are not only learning how to identify, develop and promote authentic tourism assets -- they are actively creating positive change in their communities. 

“Through this program,” she added, “leaders are strengthening quality of life for Mississippi residents while generating economic returns and increasing visibility to travelers.”

Ben Muldrow, a community branding specialist for urban planning firm Arnett Muldrow & Associates, praised Carter’s program’s emphasis on authenticity. 

“From an economic standpoint, any time we can invest time, effort and resources into being really good hosts, we also can be very good to ourselves,” Muldrow said. “The amazing work Dr. Carter has been doing to help communities understand the economic ripple effects of events, festivals and things that create quality of life but also measurable economic differences in communities makes MSU’s approach different than any other institution I’ve come across. 

“It is focused on combining the character-driven uniqueness of a place with a true economic development-minded approach to return on investment,” he said.

MTA executive director Danielle Morgan said the ETL program aligns with MTA’s focus on driving sustainable growth through meaningful advocacy, workforce development, industry education and collaboration across all sectors.

“This program complements our work by investing in the people who are the heart of the Mississippi tourism industry. Strong destinations are built by knowledgeable, engaged leaders who understand how to create experiences that resonate with visitors,” Morgan said. “Rachael helps local leaders see what is possible, identify their unique assets and turn those into experiences that attract visitors and support local economies.”

Building on ETL’s success, MSU launched the 15-hour Tourism and Destination Development minor this spring, housed in its College of Integrative Studies and open to students in all majors.

“We are also very excited to see the addition of the new minor in tourism and destination development at MSU,” Morgan said. “Rachael was integral to making this a reality, and it is another step toward strengthening our workforce to support Mississippi’s fourth-largest industry.”

Since its launch in 2023, the ETL program is already making an impact in the state.

Paige Hunt, director of tourism for summit host Visit Starkville, said the program was instrumental in helping her establish Visit the Cities of the SEC, an online venture that highlights tourism attractions and amenities in the cities for each of the 16 universities in the Southeastern Conference. 

“The Excellence in Tourism Leadership program is more than professional development,” Hunt said. “I learned real-world, actionable ways to implement the concepts being taught. The lessons regarding regional tourism promotion were impactful in creating Visit the Cities of the SEC.”

Hosted March 31-April 2, the MTA conference also held sessions featuring tourism professionals across the state and a preview of one of Starkville’s own unique attractions: the “World’s Largest Weenie Dog Race” known as the Starkville Derby.

For more information, email Carter at rdm1@msstate.edu or visit the ETL landing page online at https://msuext.ms/etl.