The 2033-2035 plan cycle marks Lancaster City’s shift from implementation to long-term sustainability—using tourism as a strategic engine for culture, connectivity, and economic resilience. During this phase, the city secures diversified, permanent funding for its Visit Lancaster City while launching a new 10-year Tourism Master Plan grounded in market movement data, annual tourism impact reporting, and broad stakeholder collaboration. Expanded regional advocacy and digital destination partnerships elevate Lancaster’s role within Pennsylvania’s tourism network, ensuring its voice is heard at the state and national levels.
On the ground, destination priorities focus on bold cultural activation and refined visitor experiences. Public art and street performance policies and a Comprehensive Place-Making Strategy, and bring history and creativity into everyday public spaces, while the Food Truck & Market Hub strengthens small business opportunity and neighborhood vitality. Infrastructure and marketing efforts converge through hub-and-spoke wayfinding, real-time parking tools, responsible tourism campaigns, and themed excursion bundles that make Lancaster easier to explore and more compelling to experience. Together, these actions reflect a mature destination strategy—one that balances growth with stewardship, elevates local identity, and ensures tourism continues to serve residents, businesses, and visitors alike for the decade ahead.
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 2035
- Signature festivals and heritage experiences sharing Lancaster’s story
- Real-time parking and transit information
- Riverfronts, greenways, and outdoor recreation activated year-round
- Itineraries that showcase Lancaster’s best features
- Proud residents and returning visitors
Destination Management & Collaboration
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.
Marketing
During the 2033–2035 planning cycle, the Marketing Implementation Area evolves into a fully performance-driven system that refreshes brand messaging, upgrades CRM and digital tools, and uses real-time data to optimize campaigns and asset use. New initiatives highlight transportation and accessibility improvements, advance responsible tourism and partner stewardship, and elevate Lancaster’s national profile through expanded heritage storytelling, themed excursions, and bundled visitor experiences tied to history and outdoor assets. Goals Activated: 1, 2, 3, 4, and 6.
Infrastructure & Transportation
During the 2033–2035 planning cycle, the Infrastructure & Transportation Implementation Area shifts from a downtown-focused model to a hub-and-spoke strategy that promotes commercial corridors and neighborhood destinations through enhanced wayfinding and navigation. Real-time parking tools—including a live availability website, digital signage, and “Park Once & Explore” maps—make it easier for visitors to access tourism assets and move confidently throughout the city. Goal Activated:1.
Destination Priorities
During the 2033–2035 planning cycle, the Destination Priorities Implementation Area deepens Lancaster’s commitment to arts, culture, and neighborhood activation through updated policies that support public art, street performance, and placemaking investments across the city. Signature initiatives—including a new Food Truck & Market Hub—expand small business opportunities and create bold, story-driven visitor experiences while continuing long-term investment in outdoor assets. Goals Activated: 1, 2, 4, and 6.
