Jackson voters have rejected an initiative to boost tourism efforts through a tax on dining and lodging at local establishments.
Voters in Tuesday’s election voted on a referendum to increase the city’s restaurant tax by 0.5% and the hotel tax by 1%. The measure required a 60% vote to pass, but was soundly squashed, as it earned just 46% of ballots cast.
Jackson’s special fare on dining and lodging, called the tourism and convention tax, was established in 1983 to support the city’s convention and visitors bureau. This entity is commonly known as Visit Jackson. The tax has not been altered since its inception and remains unchanged after Tuesday’s vote.
Revenue generated by the tax goes to marketing campaigns, advertising, and promotions — all aimed at bringing more tourism to Jackson. In years past, Visit Jackson also had federal assistance on top of the funding it acquired via the tourism and convention tax.
Federal dollars have dried up for local tourism efforts in the post-COVID era, and Jackson officials have searched for ways to keep up with neighboring cities like Brandon, Flowood, Madison, Ridgeland, and Pearl in marketing the municipality as a premier destination for visitors.
Though the referendum failed, Visit Jackson has not backed off from its commitment to make Mississippi’s capital city a more welcoming and accommodating place for guests.
