Dear Team Richmond,
On January 1, 2019, Tourism Richmond will begin its next chapter. Since September, our staff, leadership team and the Board of Directors have been engaged in a strategic planning process. Supported by the results of the 2017 Visitor Volume Study, market research, insights and stakeholder surveys, we’ve created comprehensive a roadmap laying out what it means to become a next-generation Destination Marketing Organization.
We’ve learned a lot, and we’re eager to share our direction.
After consultations with our board and strategic planning sessions, I’m pleased to announce that our 2019-2021 Strategic Plan is almost ready to be shared with all stakeholders in a few weeks.
Today, I can share that the Strategic Plan focuses on five key pillars:
- Capitalize on a Strong Destination Brand
- Accelerate Destination Development
- Transform into a Next Generation Destination Marketing Organization
- Refine Best-In-Class Sales and Business Development
- Optimize Operational Intelligence and Efficiency
These five key pillars are extensions of our current pillars – they’ve been designed to move our vision forward. Though growth is always top of mind for us, we recognize that the tourism industry is ever-changing, and our strategic direction must allow room for flexibility.
We look forward to sharing the full Strategic Plan with you in the next few weeks. Once published, I hope you’ll take the time to read it through. I believe wholeheartedly in our strong Pacific. Authentic. destination brand and messaging, and I know the tactics and strategies we’ve mapped out for 2019 and beyond will bring value to you.
Thank you for your continued support. I look forward to the next chapter of Tourism Richmond, as we continue to work alongside industry stakeholders and partners to increasingly position Richmond as a must-see part of the Metro Vancouver experience.
Chief Executive Officer
Tourism Richmond Team Member