TOURISM'S IMPACT IS IMPORTANT AREA FOR REGION'S TOWNS

There was considerable scoffing around Missouri and the nation when it was announced several months ago that the state had awarded Cape Girardeau a grant for a Rush Limbaugh tour in the talk-show host's hometown. But the investment has paid off handsomely. As a result of the media attention -- some good, some not so good -- hundreds of thousands of dollars of publicity have been generated for the City of Roses and its attractions.

The biggest splash so far came a couple of weeks ago when People magazine devoted three entire pages, complete with full-color photographs, to "The Roots of Rush." The article and photos took an entertaining look at Limbaugh's hometown. When asked the magazine's advertising department said the same amount of space would have cost more than $380,000 if purchased by an advertiser.

Interestingly, the article indirectly acknowledged the stature of one of Cape Girardeau's best-known natives. In the entire three-page spread there was no mention of why Limbaugh is important enough to warrant such attention. The assumption, of course, is that everyone knows Rush Limbaugh. That is quite a accolade, even if it is left unstated.

While Rush Limbaugh may be the magnet that draws attention to Cape Girardeau, the city and surrounding area have considerably more to offer than a tour of his boyhood haunts. There are museums, nearby state parks, historic sites and fun things to do ranging from a safari to a ride on an old-fashioned train complete with steam locomotive.

But wait. That's not all.

Less than an hour's drive to the north of Cape Girardeau is one of the most historic small town's in America: Ste. Genevieve. That town has been struggling during the past two years of flooding to convince would-be visitors that there is still a town left to visit.

There is.

"Everything is open," says Fran Ballinger, director of the town's Tourist Information Center. "Everything" includes the nation's largest collection of original French colonial buildings. One of the town's charms is that Ste. Genevieve still looks like a place where people live rather than a pseudo-historic town whose center of attraction is a gift shop.

Around Southeast Missouri, towns are working hard to showcase their own points of interest. They plan special events throughout the year that draw thousands of visitors.

With good highway access and plenty to see and do, Southeast Missouri's popularity continues to grow. Lakes offer summertime destinations. The new riverboat casino in Caruthersville is drawing plenty of gamblers.

And efforts like those of Cape Girardeau's Convention and Visitors Bureau produce results that have a far-reaching impact on the economy of the area. Those efforts often are the small touches that get a big reaction. One example is the reception Cape Girardeau gives to steamboat passengers who make a stop here. A Dixieland band, special greeters and other friendly overtures make well-heeled riverboat travelers remember Cape Girardeau for a long time.

Anyone who thinks tourism isn't important or can't be built up has only to look at the champion of tourism in Southwest Missouri. Branson's lure for millions of visitors is a success story very few people could even dream about 30 years ago. The future of tourism, it seems, is a good as what folks in any particular place make of it.

This area is on the right track.