Submitted by Rachael Carter, Ph.D., Center for Government and Community Development, Mississippi State University Extension for the February 2026 NET Newsletter Southern Region Spotlight.
Tourism professionals today are expected to do more than promote destinations. They must lead partnerships, navigate change, and translate local assets into measurable economic outcomes. Mississippi State University Extension’s Excellence in Tourism Leadership (ETL) Program was created to meet those expectations, and its graduates are helping shape tourism practice across Mississippi and the Southeast.
Since its launch, the ETL Program has graduated dozens of tourism and community leaders representing convention and visitors bureaus, destination marketing organizations, Main Street programs, chambers of commerce, museums, and local governments. Participants come from rural and urban communities alike, reflecting the diversity of Mississippi’s tourism economy and the range of leadership challenges facing the industry.
A defining strength of the ETL Program is its close collaboration with the Mississippi Tourism Association (MTA). Developed in partnership with industry leaders, the program is intentionally aligned with workforce needs and real-world tourism challenges. This collaboration has helped establish ETL as a recognized professional credential in Mississippi, valued by tourism organizations and employers across the state.
To meet the needs of busy tourism professionals, the ETL Program is primarily delivered virtually, allowing participants to engage where it is most convenient and accessible. In-person sessions are strategically held alongside Mississippi Tourism Association meetings and workshops, giving participants the opportunity to combine professional development with industry networking and statewide collaboration.
The program’s emphasis on applied class projects further sets it apart. Rather than theoretical exercises, participants complete projects rooted in their own organizations or communities. These projects often serve as the foundation for new initiatives, strengthened partnerships, or refined visitor experiences.
Graduates consistently point to the program’s applied focus as one of its greatest strengths. Elizabeth Russell, in-market strategist with the Tupelo Convention & Visitors Bureau, said the ETL Program strengthened her leadership skills and ability to work across partnerships. As part of her ETL project, Russell developed a new activation for the Tupelo Elvis Festival, leveraging strategic partnerships to enhance an existing event.
Paige Hunt, Director of Tourism for Visit Starkville, credits the ETL Program with reinforcing partnership strategies that supported her work on Cities of the SEC, a multi-city collaboration among Southeastern Conference destinations designed to enhance the visitor and fan experience beyond game day. She notes that the concepts explored in the program translated directly into real-world initiatives.
Other graduates echo similar outcomes. Janet Rheile describes the program as a catalyst for sharpening leadership skills and aligning tourism efforts with broader community goals. Kristen Brock highlights the value of stepping back from day-to-day operations to think more strategically about partnerships and assets.
Beyond individual success stories, the Excellence in Tourism Leadership Program is building long-term leadership capacity for Mississippi tourism. Graduates leave with shared frameworks, practical tools, and a statewide peer network that continues well beyond the classroom.
By pairing Extension-based education with direct industry collaboration through the Mississippi Tourism Association, the ETL Program has evolved into more than a training opportunity. It is a trusted leadership credential that strengthens destinations and the professionals who serve them.The program is led and managed by Rachael Carter (Extension Economist) and William Poindexter (ETL Project Director).