CLEVELAND — More than 500 people gathered at The Madison in St. Clair-Superior Wednesday for Destination Cleveland's annual meeting, and Cuyahoga County's tourism bureau has big plans for the future.
With Cleveland Mayor Justin Bibb and Cuyahoga County Executive Chris Ronayne among those in attendance, the organization outlined its two-year strategy designed to continue increasing the region's tourism industry and bring numbers above pre-pandemic levels. There will also be several new initiatives designed to "strengthen perceptions" of the Cleveland area.
"After three years, travel is back, we are strong, and we are making a difference through our work with community partners," Destination Cleveland President and CEO David Gilbert told those assembled.
Though COVID-19 caused visitors and revenues to plummet, officials say the industry is back on the upswing, with county hotel occupancy up 13% in 2022 compared to the year before and 11% already this year (nearly double the national average). The new strategic plan looks to build on that progress by 2025, with goals including:
- Bringing visitation growth to a rate that exceeds domestic growth
- Improving perceptions of Cleveland among key audiences
- Emphasizing "authentic and unique" places to visit in the region
- Targeting visitor experience perception and satisfaction
- Enticing talented workers to relocate to Cleveland
- Increase satisfaction of Destination Cleveland partners
"We are focused on working with residents and industry businesses to attract visitors and help them discover authentic Cleveland experiences that take them even deeper into our neighborhoods," Gilbert said. "By broadening the scope of each visitor's exploration of Cleveland and deepening their appreciation of our awesome city, our visitor economy can and will contribute to the region's short- and long-term equitable growth."
In order to keep raising positive perceptions of Cleveland, the organization is also launching several media projects designed to let residents tell their stories, along with a new "Move to Cleveland" website and a merchandise line featuring the iconic "Script Cleveland." The group will also help fund new downtown lighting and a selection of new murals across the city.
You can read the entire strategic plan below: