The Moberly Area Chamber of Commerce retained Destination Services, LLC (DS) to conduct scientific research to study the potential for tourism in Moberly and the greater Moberly area. The research established the foundation for a tourism strategic plan, which identifies the best roadmap to establish a tourism industry and compete effectively in the marketplace. Product development, tourism management and marketing that maximizes ROI through the allocation of resources based on research data will be the focus of a strategic action plan. Secondly, DS assessed the current segmentation of overnight visitation and visitor behavior to Moberly. Finally, the DS team conducted an intensive analysis of Moberly as a destination with the goal of creating a list of development/policy/organizational objectives which should be achieved in order to develop the industry.