The 2026–2028 cycle marks the beginning of Lancaster City’s long-term vision for a thriving, well-managed visitor economy—one that celebrates the city’s history, supports its small businesses, and enhances daily life for residents. During this foundational phase, Lancaster City assesses the creation of a fully funded and professionally staffed Destination Management Organization (DMO), creating the structure needed to guide tourism growth with purpose and accountability. A new unified city brand and modern destination website introduce Lancaster to the world with clarity and confidence. High-impact campaigns— including regional FIFA World Cup coordination and the phased promotion of the Thaddeus Stevens and Lydia Hamilton Smith Center—tell Lancaster’s story in powerful and inclusive ways.
Just as importantly, this first cycle delivers visible improvements on the ground. Visitors and residents alike will experience upgrades at the Penn Square Welcome Center, expanded “Shop Local” initiatives, and the launch of new signature events that bring energy to neighborhoods and downtown streets. Together, these efforts position tourism as a positive force for community vitality—protecting Lancaster’s distinctive character, strengthening the small business economy, and creating a city where residents are proud to live and visitors are inspired to return. This opening chapter sets the stage for a decade of thoughtful growth rooted in local identity, shared prosperity, and long-term sustainability. The following pages provide more information on anticipated Outcomes, who is providing Leadership and Support, and how these Outcomes connect to and activate other plans.
What Success Looks Like in 2028
- New Events for tourists and residents to enjoy
- A Visit Lancaster City website that shares our city’s history, culture, businesses, and events
- Partners who love and promote the City
- A Welcome Center that serves residents and tourists
- Local businesses that are connected and promoted
Destination Management & Collaborations
The Destination Management and Collaborations Implementation Area establishes the organizational foundation needed to carry out the Tourism Master Plan. This work centers on assessing and building a funded and fully functioning Destination Management Organization (DMO), strengthening partnerships, and using research and data to guide decisions that support a coordinated and effective tourism strategy for Lancaster. Goals Activated: 1, 2, 5, 6, and 7.
Marketing
The Marketing Implementation Area advances Lancaster’s destination brand and strengthens how the City connects with visitors. This work includes launching a unified brand identity and digital presence, building modern marketing systems, and activating timely targeted campaigns that promote Lancaster’s unique assets and major opportunities. Goals Activated: 2, 3, and 7.
Infrastructure & Transportation
The Infrastructure and Transportation Implementation Area improves key visitor-facing facilities that support a positive first impression of Lancaster. This work centers on completing and activating the Penn Square Welcome Center as a fully operational hub for visitor information, interpretation, and hospitality services. Goals Activated:1 and 4.
Destination Priorities
The Destination Priorities Implementation Area advances projects that directly shape Lancaster’s visitor experience and support local businesses. This work activates placemaking in key public spaces, launches coordinated “Shop Local” campaigns, and develops new signature events that attract visitors and encourage repeat travel. Goals Activated:1 and 2.
