Branson incorporated, on April 1, 1912, it had 1,200 residents. Shortly thereafter, the notion of Branson as a resort town began to take root. The right kind of industry and infrastructure emerged for a resort community to evolve such as; a commercial ice plant, a soft drink bottling plant, a candy factory, an ice cream factory next to the waterfront and soon dams creating lakes. The first visitors to Branson, Missouri were lured by the water.

In 1907, Harold Bell Wright published the novel Shepherd of the Hills which tells about the Ozark area and its' settlers such as the Ross family. Mr. Wright was afflicted with tuberculosis (consumption) and stayed with the Ross' while he waited for the White River to recede enough to be crossed. Mr. Wright was a young man seeking his health. He stopped among the hill folks and found peace. He explored Marvel Cave and was amazed with its beauty. He visited each summer for seven years collecting notes about real life events of the people of the area. He stayed in a tent near the Shepherd of The Hills homestead. The experience moved him to set a story-part fact, part legend, part dream. The novel gained popularity quickly and attracted many tourists to see the area he wrote about. The Shepherd of The Hills novel has become a widely read book and had over a dozen television productions and eight movies made from it.

After World War II many craftsmen, artists, and retirees came to the area. In the late 1940's the Hugo Herschend family visiting from Chicago were struck with the potential of the area, as well as that of Marvel Cave, which drew a few thousand people a year. The family leased the cave from Lynch's daughters and moved here. Hugo, Mary and their sons, Jack and Peter, worked to establish cave tours. When Hugo died, the three continued, improving the cave and exploring new areas for development.

Preparations for the construction of Table Rock Dam began in 1954 and was completed in 1959. The water rose to its expected average level, and Branson's citizens were relieved that floods no longer threatened their waterfront. Tourists came in growing numbers to enjoy the big new lake, the Herschend's 1890's Silver Dollar City theme park, and the Trimble's new outdoor theater at the Shepherd of the Hills Farm. Resorts near Branson and downstream were encouraging their guests to fish and visit the area's new attractions. Lake Taneycomo was too cold for swimming now that it was fed by the deep cold waters of Table Rock Lake, although it quickly became a first class trout fishing lake. Meanwhile, an enterprising family, the Mabes, from Springfield, Missouri began the Ozarks Jubilee, a music show. In 1959, the Mabes moved their show to the basement of Branson City Hall, where they set up 50 folding chairs. Since their "theatre" was also the police station, they had to put away the stage after every performance. The group called themselves the Baldknobbers.

In 1960, when tourism increased rapidly in the area, the Missouri Pacific cancelled all passenger service on its White River Line. With so many visitors forced to arrive by automobile, traffic on winding U.S. 65 to Springfield often slowed to a crawl. To shorten and straighten the 75 mile route to 40 miles, blasting crews and earth moving equipment constructed a road through the limestone hills between Springfield and Branson. A two-lane highway with alternating third passing lane was completed in the mid 1970's. The bypass rerouted U.S. 65 away from Branson's congested downtown business district and with interchanges at Highway 76 and at Highway 248, and a new bridge across Lake Taneycomo. At that time, businesses were just beginning to develop along 76 west of Branson with only a few scattered shops and five music shows. A decade later, eleven more music shows and many restaurants, motels and tourist attractions had extended the built up area three miles further west. The number of music shows, which started with the Baldknobbers in 1957 and increased to sixteen in the 1980's, now exceeds eighty. Entertainers include: Andy Williams, Jim Stafford, Pam Tillis, The Gatlin Brothers, Mickey Gilley, Ray Stevens, Shoji Tabuchi & many more.

Although the music scene is broadening, the area maintains its culture of the American "country," with family values and family activities. As you look around, you see shopping lights, excitement, people, action and more development. It seems everything has changed. Residents work to preserve the natural Ozarks' beauty while accommodating development. They strive, in the midst of economic boom, to maintain the small town family atmosphere, the friendliness and trust of the Ozarks.