PEER Committee; require to review effectiveness of the Mississippi Development Authority Tourism Advertising Fund.
The bill amends existing statutes, particularly Section 57-1-64 of the Mississippi Code, aligning state law with the new review requirements. This revises the Mississippi Development Authority's authority to sell advertising and promotional materials, alongside implementing oversight procedures regarding the effectiveness of its tourism advertising expenditures. This legislative measure is expected to enhance accountability and transparency in how tourism promotion funds are utilized in Mississippi.
House Bill 1093 mandates the Joint Legislative Committee on Performance Evaluation and Expenditure Review (PEER) to conduct a review of the Mississippi Development Authority's efforts funded through the Mississippi Development Authority Tourism Advertising Fund every four years, starting in 2024. This review is aimed at evaluating the effectiveness of advertising and marketing initiatives, particularly how successfully they attract out-of-state visitors and leverage digital advertising efforts. The findings from this assessment are required to be reported to several key governmental leaders including the Lieutenant Governor and the Governor.
The sentiment around HB 1093 appears to be generally positive, with bipartisan support reflecting an acknowledgment of the need for oversight in the use of tourism advertising funds. Proponents view it as a necessary step towards enhancing the evaluation of marketing strategies, ensuring they deliver results and contribute effectively to the state's economic interests. The notion of regular review is seen as a proactive approach to refine advertising practices in the tourism sector.
While the bill has garnered support, there could be concerns about the operational aspects of implementing such reviews, particularly regarding the potential costs involved when hiring contractors to perform these evaluations. Additionally, stakeholders in the tourism industry may debate the sufficiency of existing state advertising strategies versus the need for innovative approaches that go beyond standard marketing tactics. However, the structured review framework is designed to address these potential issues by providing consistent feedback on the effectiveness of tourism marketing initiatives.