OVERVIEW

Famous for bourbon and horses, the Commonwealth of Kentucky is also home to a thriving food and music scene, rich and distinctive culture, and stunning landscapes of remarkable diversity to enjoy and explore. No wonder they have a strong visitor economy. Needing a significant update to their strategic plan, 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 all of their 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

KDT wanted to invite all tourism stakeholders across the state to engage in the process of building their new industry informed Strategic Plan, not just those living and doing business in the Golden Triangle of Louisville, Lexington, and the Northern Kentucky areas. To meet this goal, Coraggio visited all nine distinct tourism regions across the Commonwealth, holding facilitated listening sessions with residents and stakeholders to learn more about specific strategic challenges and opportunities folks were experiencing on the ground. The feedback from these 90-minute work sessions, combined with a state-wide survey, was then synthesized and analyzed by Coraggio, coming together in a comprehensive Situation Assessment. Including insights into both external market dynamics and organizational capacity, the assessment provided valuable strategic context for the next phase of the process: strategic planning. With the entire state engaged and their voices heard, KDT’s planning team, composed of executive leadership, management, and front-line staff, met over multiple sessions to shape the plan, with an Advisory Panel of industry stakeholders reviewing the work, sharing insights, and providing guidance at milestone check-ins. As they envisioned the ideal future of tourism in Kentucky and the strategies needed to get there, KDT courageously thought deeply about the implications of potential actions on historically marginalized communities. Their commitment to inclusivity shows in the initiatives and performance indicators under every strategic imperative. The Spirit of Kentucky was apparent throughout the process, and KDT’s passion for telling the Commonwealth’s story and thoughtfully supporting Kentucky’s visitor economy shines throughout this plan—one created by the industry for the industry.

OUTCOMES

• A comprehensive Situation Assessment that provides a current state analysis

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

• Shared ownership of the Plan through inclusion of stakeholders throughout the process

• Elevated understanding by Kentuckians of the Department and the ways the visitor economy is part of the economic vibrancy of the Commonwealth