Cayuga County, NY
Jan 2024 - Current
Creating a 5-year strategic plan that will serve as the guiding work plan for incoming leadership at Tour Cayuga.
The Cayuga County Convention and Visitors Bureau (CCCVB), also known as Tour Cayuga, is Cayuga County’s official Tourism Promotion Agency. Tour Cayuga contracts with Cayuga County to execute on its age-long mission to “develop and promote the tourism industry of the county for the economic benefit of the county’s residents”.
The 5-year strategic plan was originally intended as a milestone document to reflect on the past five years’ accomplishments of Tour Cayuga and to guide the expansion and refresh of the team’s initiatives and programs over the next half decade. However, with the outgoing leadership of its current Executive Director, the 5-year strategic plan is now also intended to serve as the guiding work plan for the Board of Directors and incoming leadership at Tour Cayuga.
At this time, a majority of Tour Cayuga’s budget is currently being spent on marketing programs to advance Cayuga as a preferred destination for tourism. While the organization also supports destination management efforts through their participation in local and regional committees and/or lead the design/management of industry community events, these tasks and actions are secondary to their roles at the organization.
As Tour Cayuga evolves and strengthens its position as a destination stewardship organization, the strategic plan establishes a need for CCCVB to explore the inclusion of full-time destination management and stewardship staff roles. In addition, the plan outlines several initiatives that will enable Cayuga to leverage opportunities in growing its shoulder months through intentional product development efforts, and shifting visitor perception on countywide connectivity challenges.