Destination 2028 Tactical Implementation for 2025–2026 (Year Seven)

This overview below, with highlights from the recommendations of the Wake County Destination Strategic Plan (DSP), will give Raleigh area partners and stakeholders some of the tactical implementation planned for 2025-2026. These highlights are divided into the eight priorities reflected in the DSP report. Implementation progress during 2024-2025 is also summarized in the Destination 2028 subsection of visitRaleigh.com.
 

Meetings and Conventions Priority

• GRCVB will continue collaborating with the City of Raleigh on final construction design and build timelines, partner feedback, enhanced space optimization and strategic account prioritization targets for the Raleigh Convention Center (RCC) expansion. 
• With new downtown hotel inventory coming on board, GRCVB will work with the RCC to revise booking prioritization scenarios as outlined in the DSP.
• GRCVB will partner with Omni Hotels & Resorts on a new full-service, 600-room hotel adjacent to the RCC. The Bureau and City of Raleigh will finalize a new booking policy, final construction design and build timelines. Pre-opening sales and marketing alignment with be forthcoming in future years.
• GRCVB and RCC teams will collaborate on a strategic marketing and PR plan for the promotion of the expanding downtown convention complex including the expansion of the RCC, the new Red Hat Amphitheater and supporting hotels.
   

Sports Priority

• GRCVB will partner with and support Centennial Authority, Gale Force Holdings and North Carolina State University (NCSU) on the Lenovo Center enhancement. The Bureau will initiate additional strategic collaboration with Gale Force Holdings and NCSU on future commercial development of the arena and stadium site to position as a key attractor for event visitation, including pro and amateur sports, esports, entertainment, retail and restaurants.
• GRCVB will continue to serve in an advisory role to the State of North Carolina for the administration of the N.C. Major Events, Games and Attractions Fund; the N.C. Youth Sports Grant Fund; and the N.C. Esports Production Grant Fund.
• Continue to collaborate with key stakeholders on identifying funding, sites and development of major sports venues throughout Wake County.
   

Events Priority

• GRCVB will continue to work with attraction and facility partners in data visitation measurement via annual partner report cards that focus on direct economic impact. 
• GRCVB will serve in a strategic partner and sponsorship role with PineCone on the launch of the Raleigh Wide Open Festival, Oct. 3-4, 2025. This festival is the new, locally produced event to continue the 12-year legacy of IBMA Bluegrass Live!
• GRCVB will collaborate with the City of Raleigh and other partners to create an Events Task Force Committee. This committee will assist in the creation of a strategic Signature Events Plan, which will include enhancing partnerships with existing music festivals and the pursuit of new major events to Raleigh and Wake County.
   

Key Attractors Priority

• GRCVB will help promote and support new enhancements of existing key attractors, such as the renovations at Marbles Kids Museum, the North Carolina Museum of History and the North Carolina Museum of Art.
• GRCVB will continue aligning with Dorothea Dix Park leadership on the construction of Phase 2 of the Dix Park Master Plan and continue to provide both marketing of existing assets and measurement resources to City of Raleigh Parks, Recreation and Cultural Resources. A forthcoming opportunity for an iconic artistic feature for the park will be announced in 2025. 
• GRCVB will monitor progress around the proposed development of a major outdoor recreational site at Lake Crabtree County Park adjacent to RDU International Airport.
   

Individual Leisure Priority

• GRCVB will continue to support the already successful People-First Tourism program of prescheduled experiences and custom/group bookables, including by further leveraging the program through other Bureau departments. GRCVB is pursuing a more long-term and measurable impact on Wake County’s overnight visitation draw.
• GRCVB will undergo a full redesign of visitRaleigh.com to mirror the destination's recent brand strategy refresh (and destination pillars of high priority therein), to adopt newer website technology best practices, to keep the website in top search engine rankings and, overall, to continue to establish the website as the single, official source for the area’s tourism, restaurant, hotel, attraction/experience and event, meeting, sports, travel media and partner/local resident information.
• GRCVB will leverage the MICHELIN Guide: American South in promoting the culinary scene in Wake County through various visitation engagement channels.
• GRCVB will continue to work with and promote all the new “neighborhood” development throughout Wake County to bring unique destination experiences and placemaking to overnight and day-trip visitors.
   

Destination Development Priority

• GRCVB will convene a countywide Hotel Development Summit II with JLL, targeted hotel developers, municipal leaders and major industry cluster representatives for strategic objectives and future development opportunities.
• GRCVB will work closely with the Downtown Raleigh Alliance (DRA) and the City of Raleigh in selecting Phase 1 projects for implementation from the Fayetteville Street Streetscape Plan.
• GRCVB will work with Wake County and the City of Raleigh in creating the process for two hospitality tax (Interlocal Funds) capital project funds and will assist in the development of the RFPs. An executive member of the CVB will also serve on the evaluation and recommendation committee for the awarding of both funds.
• GRCVB will collaborate with countywide partners to provide consistent and standardized measurements with specific metrics to measure the potential impact of proposed visitation projects that use hospitality interlocal tax funding.
• GRCVB will work with City of Raleigh, DRA and the Dorothea Dix Park Conservancy on identifying and creating the best pedestrian links and access points from downtown to Dix Park.
   

Regional Demand Drivers Priority

• GRCVB will continue to work with the Regional Transportation Alliance in addressing transportation throughout the county, including exploring a toll-road option on Capital Blvd. to Wake Forest and creating a Bus Rapid Transit station near RDU International Airport.
• GRCVB will continue to support the RDU Airport Authority on construction enhancements to infrastructure and build-out as outlined in the Vision 2040 Master Plan.
• GRCVB will continue to support the efforts of the RDU staff in the recruitment of additional international air service to RDU.
• GRCVB will partner with NCSU Esports on the marketing, PR and media opportunities around the opening of the NCSU Esports Production Center in late 2026.
   

Quality of Place Priority

• GRCVB will continue to work with all municipalities on improving and expanding our greenway trails and parks system, including the launch of the Wander app to give residents and visitors easier access to countywide trails.
• GRCVB will continue to coordinate consistent meetings with the arts and cultural presenters, venues and municipal partners on ways to work in collaboration to enhance the cultural arts and entertainment offerings in Wake County to visitors.