Pillar Alignment & Strategic Direction

Educate Stakeholders of the Purpose of a DMO

To further explain the purpose of a Destination Management Organization (DMO) within the Jackson Community, Visit Jackson will implement tactics to assist in clarifying the role and goals of a DMO. According to TripSavvy Magazine, a DMO should play a key role in the long-term development of a destination, by formulating an effective travel and tourism strategy. For visitors, DMO should serve as a gateway to a destination. They offer the most current information about a destination’s attractions.

Build Proponents of Visit Jackson within the Community

All DMOs are under increasing pressure to validate the business case for their funding, hence, DMOs are expanding their roles in their communities and their business models. Hence, last year, Destination International, the world's largest and most reliable resource for destination organizations, introduced The New Tourism Lexicon.

Create Jackson Metropolitan Tourism Association

Visit Jackson Stakeholders have requested a stronger regional tourism presence to promote the Greater Jackson Area as a tourism destination. Because Jackson is the Capital City and because of its geographical location, it possesses a strong “hub city” position, many visitors and locals do not know when they leave the “City” and enter a bedroom community. Therefore, some collaborative promotional efforts could be impactful for the whole of the Metropolitan Committee.

Support conference hotel adjacent to JCC

The development of a conference center hotel is essential to the further development to the Downtown Convention District specifically and Jackson’s Tourism industry in general. A hotel that is physically attached or in close proximity is necessary to grow group and convention business in Jackson. The hotel development project must be accompanied by national brand integrity to maximize effectiveness to the hotel and convention district.

Focus on importing one main attraction

To further position Jackson as a destination city, tourism development assets must be a priority. Jacksonians have expressed an interest in a strong event for the area with regional marketability potential. Tourism Development initiatives will be helpful in growing destination awareness and establishing stronger tourism viability confidence for visitors and locals.

Other Strategic Focus Areas

Restart Booking Business

Amidst all the convention and meeting cancellations, postponements, and budget adjustments due to the COVID-19 pandemic, Visit Jackson is committed to remaining supportive and relevant with our meeting planners. Meeting and convention recruitment remains a top priority for Visit Jackson. Throughout the pandemic, it has been the goal of the convention and sales department to be innovative, keeping planners engaged to position Jackson, Mississippi, as a top-of-mind opportunity.

Sustainable Tourism

Sustainable Tourism is an industry trend that not only entices new visitors to our area, but it produces a positive impact on our community for years to come. Visit Jackson is committed to introducing internal tactics and encouraging partners to consider new sustainable practices. Visit Jackson has developed projects that will result in positive changes for the organization and industry.

Increase Visitor Demand In Jackson

The Visit Jackson sales team will continue to develop strategies and tactics to improve awareness of the destination among meeting planners and will provide immediate decision-making information about our properties, attractions and services. The sales teams will continue to participate in trade shows, familiarization trips, sales missions, and other direct selling activities to promote Jackson. We will continue to plan, and coordinate sales calls in conjunction with hotel partners and meeting facilities in markets where organizations that represent our top vertical markets are located.

Strengthen Brand Awareness & Destination Pride

Strengthening Brand Awareness and Destination Pride is the proper course for any destination management organization to survive. Now, more so than ever, stakeholders and their constituent base need to see positive impacts of tourism promotion and sales efforts. Visit Jackson has launched local initiatives through its City With Soul and MY CITY brands in order to produce more exposure of those brands in the community. It is important that our locals embrace those brands and understand the economic impact tourists bring to a city.