And if you build a place where business has to be, you’ll build a place where people have to visit. ”

Baton Rouge is the capital city of Louisiana, located on the eastern bank of the Mississippi River. It is the parish seat of East Baton Rouge Parish, the most-populous parish in Louisiana, and the second-largest city in Louisiana after New Orleans. The population of Baton Rouge is approximately 227,000 (U.S. Census Bureau) with consolidated population of 849,530. It’s also home to HBCU Southern University as well as the state’s flagship university, Louisiana State University.

300 Years Of Baton Rouge History

As the Capital City of Louisiana, Baton Rouge is the heart and soul of the state’s eclectic culture. With over 300 years of history, Baton Rouge has a colorful story to tell, which can be tasted through our culinary offerings, seen through the picturesque views of the Mississippi River and historical landmarks and experienced through the vibrant arts and culture scene. In the “Red Stick,” every day is worth celebrating, even more so through our festivals and events held throughout the year. So, sit back, relax and let us make the planning easy – we’ll be waiting to welcome you with Southern hospitality and an authentic Louisiana experience!

Strategic Plan

241

Civic Community and Travel

industry leaders participated

This plan was developed in the first few months of 2022 and provides strategic focus for Visit Baton Rouge (VBR) beginning now through 2025. This plan is based on input from 241 community, civic and travel industry leaders who participated in the Destination Next Planning Model. The survey was deployed JanuaryFebruary 2022 and a planning workshop was conducted with Visit Baton Rouge in February 2022. Berkeley Young of Young Strategies, Inc. led the planning process, and strategies identified by the VBR workshop are included in this strategic plan.

Overall Direction And Organization Structure

Visit Baton Rouge’s high-caliber staff provides leadership and innovation to promote and build awareness of Baton Rouge as a leisure and group destination driving:

•Increased overnight and day-trip visitation

•Longer average length of stay

•Increased spending per travel party

•Increased visitor satisfaction

•Positive resident sentiment for the tourism economy

Visit Baton Rouge is committed to creating a total visitor destination through the Board of Directors and staff as they focus on the following strategic initiatives:

Position

Visit Baton Rouge as an innovative, accredited DMO marketing Baton Rouge as a destination and make it stand out as a unique visitor experience. VBR meets the highest industry standards and ROI and is committed to promoting the unique experience of the city amidst a highly-competitive travel region.

Expand

and enhance the visitor experience. Baton Rouge must continue to grow and improve the breadth and quality of the visitor experience to be a world class destination.

Improve

visitor mobility into and within Baton Rouge. Baton Rouge is a large, spread-out destination with many geographic areas where visitors gather and the visitor economy is dependent on efficient mobility.

Advocate

and provide leadership on travel industry issues that hold Baton Rouge back as a destination. Building partnerships with other economic development entities is critical to drive economic growth for Baton Rouge.