2019 SALES & MARKETING PLAN

WELCOME

Greater Together

Our combined strategic efforts are paying off. Since the release of our Destination Development Plan in May 2016, in which we identified challenges to and opportunities for growing visitation in Greater Palm Springs, we are beginning to see momentum toward our goal of attracting more than 16 million visitors by 2026.

Palm Springs International Airport, for instance, has had a record-breaking number of passengers served in 2018, at more than 2.3 million—up 10.8% from the record set the prior year. Room bookings, too, are increasing, as are our numbers for social media engagement and Partnerships.

Through a unified vision and coordinated effort, together we will continue to see our vision to fruition. We will do this by:

• changing visitor perceptions and making ours a year-round destination for the drive, getaway, and meetings markets;
   
• working to expand existing airline service and adding new nonstop flights to our destination;
   
• enhancing the visitor experience by supporting local education in the hospitality fields, such as with our Certified Tourism Ambassador program and through scholarships;
   
• expanding our Health & Wellness, Outdoor Adventure, and Arts & Culture pillars;
   
• utilizing research to be even more strategic in our consumer and convention sales marketing programs;
   
• continuing to attract international events like Wellspring and Iron Man;
   
• increasing awareness of our destination through expanded meetings trade advertising as well as our new Site Experience and Film Oasis offerings;
   
• adjusting our consumer media marketing to ensure awareness drives visitation and engagement to make Greater Palm Springs a “must see” destination; and 
   
• enhancing cultural tourism to ensure the new Agua Caliente Cultural Museum is supported effectively prior to opening in 2020. 

Greater Palm Springs is a unique destination. We have a long history of hot springs-based wellness, a strong Native American culture that is thriving, a midcentury modern aesthetic known the world over, a vibrant and varied landscape that appeals to outdoor enthusiasts and conservationists alike, plentiful opportunities for alternative energy, and more than 300 days of sunshine each year. While other destinations have some of these attributes, only Greater Palm Springs has them all.

Together, we move into 2019 stronger and more optimistic than ever. Thank you for your ongoing support.