OVERVIEW

Needing a significant update to its strategic plan, the Kentucky Department of Tourism (KDT) engaged Coraggio in the summer of 2021 to lead the process. KDT needed a plan that reflected the input of a diverse range of stakeholders in each of its nine tourism regions. In addition to robust and inclusive stakeholder engagement, the planning process also emphasized the importance of diversity, equity, and inclusion. Partnering with Louisville DEI expert Michele Shelton, Coraggio collaborated with KDT to develop a Four-Year Strategic Plan to guide them as they work to ensure the Commonwealth remains strategically positioned as a premier U.S. travel destination.

APPROACH

Get Clear: Insights

• Statewide survey

• Listening Sessions held with residents and stakeholders in all nine distinct regions

• Analysis of external market dynamics and organizational capacity

• Deliverable: Situation Assessment

Get Focused: Planning

• Partnered with a local DEI expert Michele Shelton to provide regionally-resonant guidance on equity and inclusion

• The planning committee included executive leadership, management, and front-line staff

• An advisory panel of industry stakeholders provided guidance at milestone check-ins

• The implications of each strategy on historically marginalized communities were deeply considered, and performance indicators were built with this in mind  

OUTCOMES

• KDT now has a comprehensive Situation Assessment that provides a current state analysis.

• A clear DEI-focused roadmap can guide strategy for the next four years.

• Including shareholders throughout the process created a shared ownership of the plan. 

• Kentuckians now better understand how the visitor economy is part of the economic vibrancy of the Commonwealth.