City With Soul Shines Bright: Visit Jackson Dominates 2025 MTA Awards

Visit Jackson, the destination marketing organization for Mississippi’s capital city has received four of the highest honors during the Mississippi Tourism Association’s Governor’s Conference on Tourism. The organization was recognized as Destination Marketing Organization of the Year for DMOs with budgets of $3 million or more, Best Digital Media for its “This Little Light” campaign, Best Sales Strategy for its 2025 Meeting Planner Campaign, and Tourism Partnership of the Year for the Mississippi Culinary Activation in New York City.

“This is a defining moment not only for Visit Jackson but for the City With Soul,” said Dr. Rickey Thigpen, President and CEO of Visit Jackson. “These honors affirm that our story, our strategy, and our soul are resonating locally, regionally, and nationally. I could not be prouder of our team, our partners, and our city.”

Visit Jackson was recognized as DMO of the Year for a comprehensive year of advocacy, marketing, and community engagement. Highlights included the development of a 10-Year Destination Master Plan, the release of the “This Little Light of Mine” integrated campaign, significant growth across digital and social platforms, and helping to secure Jackson’s role as host city for the National Folk Festival from 2025 through 2027.

The Best Digital Media award honored “This Little Light,” a campaign that reintroduced Jackson through the lens of its Civil Rights legacy and cultural vibrancy. Anchored by the anthem “This Little Light of Mine,” the effort deployed streaming video, social storytelling, artist collaborations, and an immersive microsite that generated measurable increases in overnight visitation, longer stays, and record-setting digital engagement.

Visit Jackson also received recognition for Best Sales Strategythrough its targeted efforts to position Jackson as a premier meeting destination. A new meetings video, revamped website landing page, and geo-targeted digital campaigns in key markets achieved exceptional engagement, including click-through rates well above industry norms.

Finally, the organization was honored with the Tourism Partnership of the Year award for collaborating with Visit Mississippi, Visit Oxford, and Coastal Mississippi to co-produce a culinary showcase with the James Beard Foundation in New York City. The activation featured Mississippi chefs, distillers, and brewers in front of national media and culinary influencers, creating significant visibility for the state’s food culture and driving momentum for events like the JXN Food & Wine Festival.

“These awards belong to Jackson,” said Jonathan Pettus, Vice President and Chief Marketing Officer of Visit Jackson. “From our chefs and musicians to our civil rights heritage and community partners, it is our collective story that makes this city unforgettable. These recognitions elevate Jackson and Mississippi as destinations of history, hospitality, and hope.”

Visit Jackson extends its gratitude to the Mississippi Tourism Association, statewide partners, and the City of Jackson for their continued support.