Missouri's Slogans & Taglines

Situated at the geographic and cultural heart of the American Midwest, the State of Missouri is a cornerstone destination in the North American travel and domestic tourism industry. Geographically defined by the epic confluence of two of the continent's greatest waterways—the mighty Mississippi and the mud-rich Missouri River—the state has earned timeless historical recognition as the "Gateway to the West" and the "Mother of the West." Historically serving as the absolute starting trailhead for the legendary Oregon, Santa Fe, and California trails, as well as the birthplace of the Pony Express, Missouri’s heritage is deeply intertwined with American exploration. Today, managed under the strategic marketing guidance of the Missouri Division of Tourism (VisitMO), the state’s multi-billion-dollar tourism economy thrives by showcasing a diverse ecosystem, ranging from the breathtaking subterranean cave networks of Perry County and the outdoor recreation paradise of the Ozark Mountains to the vibrant cultural hubs of Kansas City jazz and St. Louis blues.