Tourism Master Plan
Developed in 2024, the Tourism Master Plan for the Great Rivers and Routes region shares an inspiring vision of the future of tourism and of community, and a road map to achieve that vision. By working the plan, we will bring our community together, celebrate our unique assets, grow the local economy, and highlight what makes this place so special.
Tourism Master Plan
Please click the links below to download the Tourism Master Plan and Executive Summary.
Tourism Master Plan Executive Summary
Tourism Master Plan
If you would like to be involved in making the vision in this plan a reality, please contact us at info@riversandroutes.com so we can explore options.
Why Create a Tourism Master Plan?
Tourism Master Plan Process
This Plan was created with the community, for the community. The Planning Team that helped create this plan represented the diverse tourism advocates from the region. A broader group of regional partners saw and commented on the work at the February 2024 Tourism Summit.
Current State Analysis Report
To start the work , Whereabout, our consulting partner, compiled a Current State Analysis Report and shared it with the Planning Team in January 2024. This report shares global and local trends in travel and tourism, then shared eleven key themes for this region to consider as it crafts its Master Plan. The Report was formed by an industry survey, visitor survey, interviews with key partners, and an in-market destination assessment.
Tourism Master Plan Frequently Asked Questions
What is a Tourism Master Plan?
A tourism master plan is a document that sets a long-term vision for a destination and describes a series of strategies that the region will undertake over ten years to make that future a reality. These strategies are accompanied by measurable indicators that provide accountability for the outcomes and allow the destination to course-correct if the strategies aren’t as successful as hoped.
Why do we need a Tourism Master Plan?
Attracting visitors is a very competitive business, and we want to ensure the vitality of our communities in the long-run. A Tourism Master Plan will help us be prepared for emerging trends in tourism, adapt to the priorities of younger generations, enable a more resilient visitor economy, and help us focus our resources in the most proactive, responsible way.
Who is doing the planning?
We’ve formed a planning team that includes representatives of our community businesses and government agencies. The planning work will be facilitated by Whereabout, a destination strategy firm that has worked with dozens of destinations across the country to plan strategically for their futures. Over the next several months, the planning team will seek community input and put together a draft plan. Final approval of the plan will be the responsibility of the Board of Directors for the Great Rivers & Routes Tourism Bureau.