3–YEAR DESTINATION STRATEGY PLAN SUMMARY
MISSION
Proactively developing, marketing and selling the Temple area experiences through exceptional service without exception.
VISION 2030
Becoming a respected and highly performing leader in destination marketing, development and advocacy.
VALUES
• Commitment
• Innovation
• Collaboration
• Integrity
• Accountability
CORE FOCUS
• Drive Visitor Demand
• Enhance the Visitor Experience
• Communicate Tourism
• Relevancy & Viability
TOURISM OPPORTUNITY CHALLENGES
Encouraging and supporting new and/or enhanced visitor experience development with focus on downtown Temple and other city and countybased tourism/recreational districts
Agreeing on an effective destination marketing approach and organization realignment
Increasing tourism advocacy and its importance and value communicated to stakeholders
4 STRATEGIC GOALS
INCREASE DESTINATION BRAND AWARENESS AND VISITOR STAY
FACILITATE IMPACTFUL TOURISM DEVELOPMENT
ENGAGE IN INFLUENTIAL DESTINATION PARTNERSHIP AND COMMUNITY RELATIONS
AFFECT HIGHER ORGANIZATION SERVICES AND RESOURCES
STRATEGIC PRIORITY INITIATIVES
LEAD MARKETING & PROMOTION DRIVE VISITOR DEMAND
INITIATIVES
DESTINATION MARKETING, SALES & SERVICES
Continued destination website(s) enhancements with new content and messaging pertinent to specific target markets, identified demographics, special events and designated districts
Develop and implement regional/drive-in market visitor communications programs while collaborating with interested hotel industry partners
Increase targeted social media follower and influencer engagement
Formulate and execute specific tourism strategies related to sports and festivals/ events
Invest and implement Placer AI and Arrivalist research platforms
FACILITATE DEVELOPMENT ENHANCE THE VISITOR EXPERIENCE
INITIATIVES
DESTINATION DEVELOPMENT
Further develop the downtown Temple visitor experience with strategies for increased district visitation, events development, etc.
Investigate the need for an agree-to updated destination vision and tourism product development strategy, sometimes also referred to as a destination or tourism master plan
Support the preparation of a strategic plan with detailed initiatives for the Frank W. Mayborn Civic & Convention Center
Evaluate and apply for designations to Texas Tourism initiatives (Tourism Friendly Texas, Music Friendly Teas, Film Friendly Texas, and Brew City Texas)
ENGAGE STAKEHOLDERS & RESIDENTS
2023/24 2024/25 2025/26
2023/24 2024/25 2025/26
ENGAGE IN INFLUENTIAL DESTINATION PARTNERSHIP & COMMUNITY RELATIONS
INITIATIVES
DESTINATION ADVOCACY & STAKEHOLDER RELATIONS
Develop and implement a detailed audience-based stakeholder relations plan to strengthen relationships and elevate resident understanding of tourism
2023/24 2024/25 2025/26
ATTAIN RESOURCES & RESULTS AFFECT HIGHER ORGANIZATION SERVICES & RESOURCES
INITIATIVES
DESTINATION RESOURCES & MANAGEMENT
Regularly review and update the multiyear destination strategy and aligned annual destination marketing/sales plans
Prepare and report on destination and city tourism operations and promotional program performance results (KPIs)
Annual review current and potential destination funding sources
2023/24 2024/25 2025/26
ALIGNED DESTINATION MARKETING AND
BUSINESS PLAN
A companion to the multiyear destination strategy is a detailed annual Destination Marketing, Sales and Business Plan with seven target markets identified.
• Food, Shopping and Agri Tourism
• Outdoor Recreation and Adventure Travel
• Visiting Friends and Relatives, Bleisure and Pass-Thru Travel
• Arts and Cultural Heritage Tourism
• Health and Wellness Tourism
• Meetings and Conference Travel
• Sports Events Tourism
TOURISM PROMISES
VISITOR PROMISE
To champion Temple area experiences.
STAKEHOLDER/PARTNER PROMISE
To facilitate tourism business development, industry education and advocacy engagement.
COMMUNITY PROMISE
To enhance an authentic sense of place with resident benefits accrued from tourism.
For further information on Temple, TX tourism plans contact:
