Mission, Vision & Values
The guiding principles behind our work to welcome visitors, support local businesses, and strengthen Independence.
At Visit Independence, our work begins with a simple belief: places matter—and so do the stories they carry forward. As the official Destination Marketing Organization for the City of Independence, we exist to promote the city’s people, places, and possibilities in ways that strengthen the local economy while staying true to the community we call home.
Our Mission
To promote Independence as a welcoming, historic, and vibrant destination by showcasing its people, places, and stories—driving tourism, supporting local businesses, and strengthening the city’s economic vitality.
We do this by marketing Independence to visitors, meeting planners, and groups; supporting tourism-related businesses; and working in partnership with the City of Independence to attract experiences that create meaningful impact. From historic landmarks to hometown events, our mission is rooted in helping visitors discover what makes Independence feel both significant and familiar.
Our Vision
A thriving Independence where history lives, local businesses prosper, and visitors leave feeling like they belong.
We envision a city that honors its past without standing still—a place where presidential history, pioneer roots, and modern community life coexist. Our vision is measured not only by visitation numbers, but by long-term economic growth, community pride, and a destination reputation built on authenticity rather than hype.
Our Values
Stewardship
We are responsible caretakers of Independence’s story, resources, and public trust. Every decision is guided by what best serves the city as a whole—today and tomorrow.
Partnership
Tourism works best when it works together. We collaborate with local businesses, civic leaders, cultural institutions, and community partners to promote shared success.
Integrity
We operate transparently, ethically, and with accountability—earning trust through consistent, responsible action.
Hospitality
We lead with warmth and respect. Visitors, partners, and residents alike should feel welcomed, heard, and valued.
Authenticity
We tell real stories, grounded in place. Independence doesn’t need to pretend to be something else—and neither do we.
Through our mission, vision, and values, Visit Independence remains steadfast in its role: helping the city grow by inviting people in—and making sure what they find here is worth returning to.
