10-YEAR INDIVIDUAL COUNTY
DESTINATION DEVELOPMENT PLANS
Utah Office of Tourism
OVERVIEW
An office within the Governor’s Office of Economic Opportunity, the Utah Office of Tourism promotes tourism in a state with 29 urban and rural counties, some managing over tourism and some hoping to increase visitation, some with easy access and others off the beaten path. To guide long-term industry investments, the Utah Office of Tourism hired Coraggio to help local counties create 10-year destination development plans. With a focus on destination management, these plans support the economic, social, and environmental character that makes Utah remarkable.
OUTCOMES
Each destination now has an Insight report that assesses the current state.
Clarity on each county’s competitive position and long-term vision for the destination
Targeted and focused strategies and initiatives are sequenced and mapped by investment phase over ten years
A governance and implementation model leverages the strengths and resources of various organizations and departments in the county
APPROACH
Get Clear: Insights
Data Review
Surveys and Interviews
Deliverable: Insight Report
Get Focused: Planning
Visitor experience mapping
Asset inventory and competitive positioning
Identify place-making opportunities
Deliverable: 10-year destination development plans for each participating county
Get Moving: Activation
Use a Collective Impact model
Map strengths and resources of collaborating organizations and departments
Strengthen alliances and align on a shared vision of county-wide visitation
“Coraggio, along with significant community input, helped us establish the direction and focus we needed to grow our visitor economy while meeting the needs of our residents. Coraggio showed us that the time and distance traveled between our attractions could be used to our advantage and they led us on a wonderful journey of seeing our county in a different and unique way. Their honesty and direction were exactly what we needed to open our eyes to the possibilities that await The Territory.”