Visit Oxford MS received statewide recognition at the Mississippi Tourism Association (MTA)’s annual Tourism Awards Program held during the Governor’s Conference on Tourism in Vicksburg on October 1-3, 2025. Celebrating the destination’s impact on the state’s tourism industry, the awards presented to Visit Oxford MS include DMO of the Year (1,000,000 to 2,999,999 dollars), Best Public Relations Strategy, Best Overall Traditional Media and Tourism Partnership of the Year.
“We are honored to recognize these outstanding professionals whose dedication continues to elevate their communities and our entire industry. Each award reflects not only remarkable individual achievement but also the strength and momentum of Mississippi tourism. As we look ahead, I’m inspired by the talent, passion, and collaboration that will continue driving our state forward and growing our economy,” said MTA Executive Director Danielle Morgan.
The DMO of the Year (1,000,000 to 2,999,999 dollars) and Best Overall Traditional Media Awards recognize Visit Oxford’s outstanding efforts in destination marketing and strategic layering of traditional media. Creative efforts included a Nashville out-of-home campaign, immersive red phone booth activations and a curated Atlanta event, Oxford Bites & Southern Nights.
Visit Oxford’s dynamic “A Place to … Your Story” campaign showcases the power of a government-led tourism strategy. Through bold, data-driven marketing, experiential activations, and national partnerships, Visit Oxford achieved 48.5 million impressions, 424,000+ clicks, and a 33 percent increase in conversions, contributing to 1.6 million annual visitors and a 13.8% rise in total visit nights, year over year.
High-impact publication placements and a statewide radio partnership built a strong foundation of awareness for the campaign that was amplified by 35+ notable earned articles in outlets including Forbes and Travel + Leisure, adding third-party credibility. The integrated strategy drove exceptional results, including a significant year-over-year increase in overnight trips and double-digit growth in visit nights from key out-of-state markets, including Nashville and Atlanta.
The Best Public Relations Strategy Award reflects Visit Oxford’s strategic and immersive public relations program that inspired record-breaking tourism growth. Through 17 press releases, tailored pitches and curated media visits, the campaign secured 35+ notable placements in top-tier outlets, including Southern Living, AFAR, Forbes and Garden & Gun, reaching an audience of 2.7 billion unique monthly visitors.
The Tourism Partnership of the Year Award was granted to Southern Roots and Modern Takes: Culinary and Media Event in New York City, a partnership between Visit Oxford MS, Visit Jackson, Coastal Mississippi and Visit Mississippi to bring Mississippi flavors to New York City media and travelers. The partnership between Visit Mississippi and the James Beard Foundation amplified flavors, stories and foodways throughout Mississippi, connecting the Magnolia State from the Hills to the Coast and demonstrating the power of regional collaboration.
Opened in April 2025, Roundabout Oxford RV & Resort received the Tourism Investment Award for its transformational $25.5 million investment in Mississippi’s tourism landscape. In its initial months of operation, Roundabout Oxford welcomed more than 16,000 overnight guests, 5,000 unique bookings and over 3,500 day visitors to the resort-style RV park. The resort has created 93 jobs to spur local economic activity and expanded Oxford’s lodging options to include nature-based experiences.
“We’re incredibly honored to be recognized among so many talented tourism professionals and proud to showcase how strategic marketing and partnerships can create measurable economic growth for our city and state,” said Kinney Ferris, Executive Director of Visit Oxford MS. “These awards reflect the remarkable collaboration between our local partners, the creativity of our team and the community support that makes Oxford such a special destination.”
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