The 2029-2023 plan cycle represents Lancaster City’s transition from building its tourism foundation to fully activating destination priorities through coordinated investment in culture, infrastructure, marketing, and collaboration. During this phase, the city strengthens its role with a mature and data-driven Visit Lancaster City—producing annual tourism impact reports, expanding statewide and regional partnerships, and deepening engagement with local businesses and industry councils. A refreshed brand strategy and performance-based marketing system amplify Lancaster’s story through targeted campaigns, digital infrastructure, heritage promotion, and a refreshed Visitor’s Guide that reflects the city’s evolving identity.
At the same time, the visitor experience is transformed on the ground. New film and heritage programs are assessed and expanded small business support activates neighborhoods and commercial corridors as authentic destinations. Wayfinding, gateway improvements, and last-mile transit enhancements make the city easier to navigate and more welcoming, while greenways, natural assets, and signature events extend tourism into all seasons. Together, these efforts shift Lancaster from planning and positioning to sustained implementation—leveraging tourism as a tool for economic opportunity, cultural expression, and community pride. This cycle deepens the connection between residents and visitors, ensuring growth remains inclusive, locally driven, and aligned with Lancaster’s long-term vision for a vibrant, resilient city. 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 2032
- Community-led culture, arts, and placemaking
- A recognizable Visit Lancaster City brand
- Local businesses and entrepreneurs thriving through tourism
- A seamless visitor journey with clear wayfinding and transit options
- Signature events and experiences
Destination Management & Collaborations
The Destination Management & Collaborations Implementation Area strengthens Visit Lancaster City’s organizational foundation through improved governance, research, performance tracking, and sustainable funding partnerships. It expands regional advocacy and statewide visibility while deepening stakeholder engagement through industry councils, hospitality training, and programs that support community-led tourism experiences. Goals Activated:1, 2, 3, 5, 6, and 7.
Marketing
The Marketing Implementation Area advances a unified brand through sustainability, storytelling, performance-driven optimization, and an updated Visitor’s Guide. It expands digital infrastructure, PR, and targeted campaigns—such as Locals First, Urban Lancaster, and heritage promotion—to increase reach and engagement. Goals Activated: 1, 2, 3, and 4.
Infrastructure & Transportation
The Infrastructure & Transportation Implementation Area makes Lancaster easier to navigate for visitors and residents. These actions improve access, support eco-friendly transportation, and reduce friction in the visitor journey. Goals Activated: 1, 3, and 4.
Destination Priorities
The Destination Priorities Implementation Area focuses on activating place-based cultural, economic, and environmental investments that strengthen Lancaster’s identity as a vibrant, year-round destination. Key efforts include assessing a film office framework, expanding small business marketing and grant-readiness programs, promoting greenways and riverfront assets, and growing a curated portfolio of signature and shoulder-season events. Goals Activated:1, 2, 3, 4, and 5.
