Visit Oklahoma City
Five-Year Strategic Plan
OVERVIEW
Oklahoma City (OKC) has long been a model for how bold investment and community trust can transform a destination. From the MAPS initiatives that reshaped its cultural and entertainment landscape to the growth of world-class attractions and vibrant neighborhoods, OKC has positioned itself as a city on the rise. With 24 million annual visitors, tourism already supports one in twenty local jobs and contributes more than $4.5 billion in annual economic impact.
Looking ahead, OKC faces an unparalleled opportunity. With residents voting to expand hotel occupancy tax revenue in 2024, and with major international events such as the LA28 Olympic Games on the horizon, the city stands at a pivotal moment. To guide this next era of growth, Visit Oklahoma City partnered with Coraggio Group and Miles Partnership to develop a five-year Strategic Plan—one that balances economic vitality, inclusivity, and community benefit, ensuring OKC thrives as a welcoming destination of national prominence and global intrigue.
APPROACH
Coraggio and Miles Partnership began the planning process by conducting extensive research and assessments designed to Get Clear. This included a comprehensive review of OKC’s tourism economy, a brand and inclusivity audit, and a competitive analysis of infrastructure and peer destinations. An extensive stakeholder engagement strategy brought in more than 280 participants across survey responses, town hall meetings, interviews, and dedicated staff input, ensuring that the voices of community partners were embedded throughout the process. The insights from this phase were synthesized into a comprehensive Situation Assessment, which became the foundation for the next stage of planning.
Through three facilitated planning sessions with Visit OKC’s core team, the Situation Assessment was transformed into a strategic framework that refined the organization’s vision and mission; identified imperatives, initiatives, and metrics; and established pivot points for tracking progress. Inclusivity and accessibility were elevated as guiding values across all the plan’s work—not as separate initiatives, but as principles integrated into every priority. To ensure alignment across marketing, sales and community engagement, the team also adopted a new operating framework to help drive progress over the next five years. The result of this Get Focused phase was a Strategic Plan that provides clear direction for Visit OKC and its partners, ensuring the visitor economy contributes to the city’s long-term resiliency.
With the Strategic Plan in place, the focus shifted to Get Moving—turning strategy into activation. Each imperative is tied to initiatives, Year 1 action steps, and measurable outcomes, enabling the plan to be put immediately into practice. A new operating framework—Inspire, Engage, Convert, Cultivate—was adopted to align marketing, sales and community engagement, while inclusive practices were embedded as guiding principles for all program execution. As Visit OKC implements the plan alongside partners such as the Greater OKC Chamber, the organization is equipped with both the roadmap and the tools to track progress, adapt to new opportunities and sustain momentum over the next five years.
OUTCOMES
A five-year Strategic Plan that positions Oklahoma City as a welcoming, inclusive and globally competitive destination.
Defined imperatives with initiatives, action steps and measurable outcomes tied to each.
A framework to leverage once-in-a-generation opportunities such as LA28, connectivity investments and global awareness campaigns.
Renewed alignment between Visit OKC, the Greater OKC Chamber, and community partners
to ensure tourism growth translates into economic vitality and quality of life.
Zac Craig, President of Visit Oklahoma City