Minutes of the Webster Parish Tourism Strategic Plan
Strategic Initiatives
The findings from the tourism survey revealed that the Commission will focus its marketing and promotion assets on a nature-based theme to drive visitation year-round. This approach will drive growth in visitation based on its best assets while leaders work to build product and experiences to diversify visitor target audiences. The strategic initiatives are as follows:
- Market Webster Parish as a destination with the highest skilled and most dynamic sales and marketing team. The Commission will expand the “Discover Our Good Nature” brand as an outdoor destination to appeal to new and varied audiences. The Commission will also build awareness of the impact of travel to the citizens within the parish by providing leadership through training, co-op sales/marketing programs and workforce development. Measurements of success for this initiative include increased participation in partner programs, longer length of stay, increased visitor spending, increased visitor satisfaction, increased winter visitation, new travel industry businesses and growth in lodging room demand & ADR
- Additional product development as an active outdoor recreation destination. An active-lifestyle destination allows visitors and residents to easily walk, hike, cycle and paddle throughout the area. Improvement and expansion of outdoor and indoor recreation/fitness facilities will appeal to individuals and groups who will love coming to Webster Parish to get active. The Commission will work towards improving and adding new hiking and bicycle trails making it easier for visitors to travel from hotels to dining, shopping, sports venues and activities without using a vehicle, adding bicycle lanes to roadways, recruit outfitters/guides to provide access to rental bikes, kayaks, canoes, etc., develop kayak and paddling trails with abundant access points throughout the Parish, develop winter activities to drive growth in the off-season. Measurements of success for this initiative include the development of a product development committee, new trails for kayaks and bikes, new businesses – outfitters and guides, new winter activities, growth in off-season visitation, new recreation events to drive visitation, creation of new activity venues and expanded cellular service in the north.
- Assist in the development of a qualified and abundant workforce for hospitality industry businesses. The Commission will coalesce the travel industry businesses with schools, governments, and workforce organizations on a long-term plan to inspire younger generations to seek out careers in hospitality, to provide training/education for those entering the workforce and to address competitive pay and benefits to retain a qualified workforce. Measurements of success for this initiative include increased applicants for hospitality jobs, higher visitor satisfaction ratings with service, less turnover, part-time jobs converted to full-time jobs and no vacant travel industry jobs.
- Advocate for travel industry issues. Communication within the travel industry and the Parish is critical to the sustainability of travel industry growth. The Commission will regularly convene travel industry businesses and conduct research to identify issues affecting the Webster Parish travel industry. Additionally, the Commission will advocate for an establish parish-wide master plan that includes tourism. Measurements of success for this initiative includes bi-annual policy/action committee meeting, crisis plan posted at all travel industry businesses, emergency operating reserve and annual presentations to elected bodies.
Upon hearing the strategic initiatives, the board agreed to support the strategic plan and established the following committees to support it; sales, product development, advocacy/workforce development and visitor engagement. The Commission will assign committee roles to Commissioners at the next board meeting.