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Leisure Tourism: Goals, Strategy <br />Goals <br />Ellensburg will seek to: <br />1) lncrease number of potential visitors exposed to Ellensburg's tourism message <br />2) lmprove visitor experiences with wayfinding and visitor center support <br />3) lncrease hotel bookings and other key indicators of destination marketing impact on tourism-related business <br />Strategy <br />Tourisrn marketing leads the visitor through the path of.dreaming, planning, bool<ing, experiencing andthen sharing with others through social mldia and word-of-roui-h.'Ell"nrb-urg,s cur[ntiourir*marketing program uses most available tools, laking it to the next tevet is a matter of strengthening andrefinlng. <br />Above all, Ellensburg needs stronger positioning that sets it apart from cornpeting destinations. Thecurrent approach offers something for everyone which isn't memorable. A position - your best faceforward - helps potential visitors form immediate impressions, makes aclvertising creative iriiper anoattracts targeted visitors- Through the strategic planning work, several possible p-ositionin!itai"ments <br />have been identified in this plan. A completelranding Jffort would be beneficial. <br />Other key priorities for the program over the next five years are to: <br />r lmprove digital content and visitor experience on owned channels {web and social media) <br />* Make sure others share your story: social influencers, online travel sites, state travel site <br />: Strengthen advertising by focusing on audiences most likely to visit and A/B test creative tocontinually improve the approach <br />* Expand key community partnerships to reach specific audiences or celebrate major events. <br />work plan tactics follow and.are more fully outlined in years L-3, with the understanding that marketchanges, visitor feedback and other factori will influence the evolution of the plan in yeJrs +-s. <br />Social Media <br />Publicity <br />Advertising <br />Website <br />vlc <br />0nsite <br />Visitor social media <br />Visitor <br />E.rewsletter <br />Partners <br />Online Tourism Sites <br />VIC Offsite tnformation <br />Partnerships <br />City of Ellensburg <br />Five-Yea r -lourisryi Strategic plan <br />2Q1"9