What are the Top Short-Term Rental Markets in Missouri?

If you're researching where to invest in a short-term rental in Missouri, one market consistently rises to the top: Branson.

Thanks to its strong seasonal tourism, proximity to Table Rock Lake, and attractions like Silver Dollar City, Branson has become one of the most active vacation rental markets in the Midwest. Industry data continues to rank it among the strongest short-term rental markets in Missouri for occupancy, nightly rates, and annual revenue potential.

But choosing the right market is only part of the equation.

Successful investors understand that performance depends on more than location. Property type, guest demand patterns, pricing strategy, and professional management all play a major role in determining whether a property performs at an average level- or becomes a top-producing asset.

Below are five key insights from current short-term rental data that explain why Branson continues to stand out for investors.

1. Missouri’s STR Market Is Growing Quickly

Short-term rentals across Missouri have experienced significant growth in recent years.

According to Airbtics’ 2025 Missouri market analysis, the statewide short-term rental market currently averages:

58.7% occupancy rate
$164 average daily rate
$35,840 average annual revenue
25.3% year-over-year revenue growth

This growth reflects both rising tourism demand and increasing investor interest in the vacation rental industry (Airbtics, 2025).

However, performance varies significantly across the state. The strongest results tend to cluster in tourism-driven regions of the Ozarks, particularly Branson and nearby lake communities around Table Rock Lake.

2. Branson Remains One of Missouri’s Top STR Markets

Branson consistently ranks among the top vacation rental markets in Missouri.

A recent BiggerPockets analysis identified Branson as one of the top two short-term rental markets in the state, citing strong tourism demand, favorable regulations, and healthy occupancy levels (BiggerPockets, 2025).

Market data supports that ranking.

Airbtics reports that the typical Branson short-term rental averages:

~59% occupancy
~$156 average nightly rate
~$35,000 annual revenue per property

Meanwhile, AirROI’s 2026 market report estimates the average daily rate closer to $236 across the market, with revenue continuing to trend upward year over year (AirROI, 2026).

Much of this demand is fueled by Branson’s seasonal attractions, including Silver Dollar City, live entertainment theaters, Table Rock Lake recreation, and family-focused tourism.

3. Springfield is an Underrated STR Opportunity

While Branson attracts most tourism attention, Springfield is quietly emerging as one of Missouri’s more stable short-term rental markets.

According to Airbtics data, Springfield averages:

~61% occupancy
~$140 average nightly rate
~$32,296 annual revenue per property

The average Airbnb in Springfield earns approximately $32,269 in annual gross booking revenue, according to the Airbtics Missouri Market Report (2025).

Springfield benefits from a diversified demand base, including:

Missouri State University events and family visits
Regional business conferences and travel
Visitors using Springfield as a base for exploring nearby destinations like Branson

Because demand isn’t entirely tourism-driven, Springfield often provides more consistent year-round occupancy compared to purely vacation-based markets.

4. Market Strength Still Requires Strategic Management

Even in high-demand markets, short-term rental performance can vary dramatically between properties.

A recent BiggerPockets analysis summarized this reality well:

“A good market won’t save a bad host.” (BiggerPockets, 2025)

Data from AirROI for Branson properties illustrates the gap:

Top 10% of listings earn $6,680+ per month
Median listings earn about $2,215 per month

The difference rarely comes down to luck. Instead, performance is usually driven by strategic factors such as:

Revenue management and pricing optimization
Listing positioning and marketing
Professional photography and design
Guest experience and operational consistency

Demand creates opportunity, but execution determines results.

The Bottom Line

Market data consistently points to the Ozarks region, particularly Branson, as one of Missouri’s strongest areas for short-term rental investment.

Strong tourism demand, competitive nightly rates, and growing revenue potential continue to attract investors to the region.

But the most successful properties share something in common: they combine a strong market with intentional strategy and disciplined management.

Because in short-term rentals, location creates potential- but management determines performance.