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Destination Strategic Plan for Wake County

The Greater Raleigh Convention and Visitors Bureau (CVB) is taking a significant step toward our destination's future—development of a first-of-its-kind, comprehensive Destination Strategic Plan, a 13-month project to set the stage for what tourism in Wake County will look like by 2028.

This planning project, led by Jones Lang LaSalle Americas, Inc. (JLL), will:

  • gather existing plans, opinions, feedback and ideas from stakeholders;
  • determine the needs (what needs to happen or be created/re-positioned to make Raleigh, N.C., attractive as a destination 10 years from now and to shore up tourism support systems);
  • make recommendations of the most effective steps for the CVB and all of us to take in preparation for serving 19.5 million annual visitors by 2028.

What will tourism in Raleigh, N.C., look like 10 years from now? The CVB believes the resulting Destination Strategic Plan can provide tactical steps to achieve this significant tourism growth over 10 years by focusing on seven main objectives:

  1. Grow overnight business in Dec. through March;
  2. Increase visitation Thurs. through Mon.;
  3. Grow international visitation;
  4. Increase meeting and convention business;
  5. Collaborate with others to grow air service at RDU;
  6. Increase the number and size of sporting events; and
  7. Grow visitors from regions outside of the Southeast U.S.

To voice your opinions and to know more about the project, which is already underway and will conclude in Aug. 2018,
click here
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Greater Raleigh Convention and Visitors Bureau

421 Fayetteville St., Ste. 1505  
Raleigh, NC 27601   1.800.849.8499

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