Tourism Master Plan

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10-Year Implementation Framework

The Implementation Framework is an organized structure that translates the Tourism Master Plan’s Goals and recommendations into coordinated, actionable work by grouping Tasks into four Implementation Areas, each with Workstreams to guide delivery, alignment, and timing. Each of the three work plan cycles follows this framework. Not every Workstream is activated in every cycle, but all Tourism Master Plan Goals and Implementation Areas are advanced in each cycle.

Destination Management & Collaborations

  1. DMO Structure & Funding: Strengthen the city’s tourism infrastructure by formalizing Destination Management Organization (DMO) governance, establishing sustainable funding models, securing grants, defining organizational roles, and advancing advocacy for long-term investment. Activating TMP Goals 1, 2, and 6.
  2. Research & Performance: Enhance strategic decision-making through consistent data tracking, annual and cyclical reporting, market studies, and ongoing evaluation of visitor trends and plan performance. Activating TMP Goals 2 and 7.
  3. Regional Partnerships: Strengthen regional reach and industry alignment through strategic partnerships, coordinated campaigns, collaborative networks, and ongoing engagement with tourism organizations and travel stakeholders. Activating TMP Goals 1, 2, 3, and 5.
  4. Stakeholder Engagement: Deepen local collaboration by convening councils, hosting stakeholder meetings and tours, offering sponsorship support, celebrating industry contributions, and coordinating safety-focused partnerships. Activating TMP Goals 1, 3, 5, and 6.
  5. Hospitality Training: Strengthen industry capacity by providing professional development, ambassador training, and tools that help stakeholders effectively represent and support the city’s tourism efforts. Activating TMP Goals 1 and 2.

Marketing

  1. Brand Identity & Positioning: Advance destination marketing and engagement by strengthening sustainability storytelling, expanding community visioning, modernizing digital infrastructure, enhancing brand and content development, and aligning regional promotional strategies. Activating TMP Goals 1, 2, and 3.
  2. Digital Infrastructure & Website: Strengthen digital marketing and visitor engagement by building comprehensive databases, enhancing website and email tools, optimizing content and SEO, and improving analytics and remarketing capabilities. Activating TMP Goals 2, 3, and 7.
  3. Campaigns & Promotions: Expand the city’s marketing reach through strategic PR, influencer partnerships, cooperative campaigns, targeted content, and initiatives that engage visitors, locals, and regional audiences. Activating TMP Goals 2, 3, and 6.
  4. History & Heritage Promotions: Advance Lancaster’s heritage tourism leadership by strengthening historical storytelling, pursuing national trail designations, promoting key historic sites, and expanding preservation and culturally significant visitor experiences. Activating TMP Goals 1, 3, and 4.
  5. Partner Packages & Itinerary Bundles: Increase visitor engagement and trip planning through targeted itineraries, packaged experiences, youth programs, group travel incentives, and promotional tools that encourage extended stays and responsible tourism. Activating TMP Goals 1, 3, 4, and 6.

Infrastructure & Transportation

  1. Wayfinding & Navigation: Strengthen the visitor journey by upgrading gateways, refreshing wayfinding, adding corridor banners, and expanding information access points. Activating TMP Goals 1 and 3.
  2. Transit & Last-Mile: Expand sustainable and visitor-friendly transportation options by improving EV infrastructure, enhancing train and trolley connectivity, supporting bus and bike mobility, and creating traveler incentives. Activating TMP Goals 1, 3, and 4.
  3. Parking: Improve visitor mobility by modernizing parking systems, expanding real-time information tools, creating park-once exploration guides, and reassessing parking needs and incentives. Activating TMP Goals 1 and 3.
  4. Welcome Center: Strengthen the Welcome Center experience by extending operating hours and redesigning the space to highlight the city’s history, culture, and welcoming traditions. Activating TMP Goals 2 and 4.

Destination Priorities

  1. Arts, Culture, and Placemaking: Actions that strengthen the city’s creative identity through public art, placemaking, creative programming, and culturally driven district activation. Activating TMP Goals 1 and 4.
  2. Small Businesses: Actions that help retail, restaurants, entrepreneurs, and tourism-serving businesses grow through grants, coordination, certification, communications, and promotional tools. Activating TMP Goals 1, 2, 3, 4, 5, and 6.
  3. Sustainability & Outdoor Recreation: Promote outdoor recreation and environmental stewardship by mapping green assets, advancing riverfront improvements, and launching a citywide clean-streets initiative. Activating TMP Goal 4.
  4. Events: Develop and elevate signature events that celebrate Lancaster’s history, architecture, culture, and culinary heritage to drive visitation and build a distinctive year-round festival landscape. Activating TMP Goals 1, 3, and 4.