Tourism Richmond

Challenges

Guiding Principles
Four guiding principles were established as the foundation for developing the Tourism Master Plan, with each principle deeply integrated into the research, industry engagement, and creation of the strategic framework.

1. Create a Shared Vision: Through the process of developing the Tourism Master Plan, extensive community and industry consultation will enable a greater understanding of multiple perspectives with the aim that the final Plan reflects a shared vision to guide activities to enhance Richmond as a tourist destination.

2. Grow Sustainably: The Tourism Master Plan will guide future growth of the tourism sector in Richmond and will identify opportunities to grow the visitor economy sustainably over the long-term, building resilience to address shorter-term impacts. The lens of social, cultural, economic, and environmental sustainability will seek to provide long-term opportunities for the greatest breadth of residents and communities possible.

3. Positively Impact the Community: In considering future growth of the sector, the Tourism Master Plan will be guided by a focus on approaches and actions that positively impact the broader Richmond community.

4. Guide Future Investments: The Tourism Master Plan will help provide direction for future public and private investments related to tourism in Richmond over the longer term. This includes guiding future MRDT applications, investments, and associated activities undertaken by the City and its partners to support growth and development of the tourism sector in Richmond.

GOAL 1: Enhance Connectivity and Accessibility
Create a seamlessly connected destination that prioritizes multi-modal, accessible and sustainable transportation options enhanced through technology and barrier-free access to attractions and experiences for visitors and residents.

Strategic Initiative 1.1: Build a Smart and Seamless Mobility Ecosystem

Transform Richmond's transportation ecosystem through technology-enabled, sustainable, and interconnected mobility solutions.

Strategic Initiative 1.2: Advance Accessibility across Richmond's Tourism Experiences

Position Richmond as a national leader in accessible tourism by ensuring attractions, experiences, and activities are inclusive, welcoming, and barrier-free.



GOAL 2: Elevate and Diversify Visitor Experiences
Develop Richmond into a vibrant year-round tourism hub, providing a wide array of immersive activities that encourage extended visitation and create community pride.

Strategic Initiative 2.1: Cultivate Signature Year-Round Experiences

Transform Richmond into a year-round destination through a calendar of iconic events and experiences that celebrate heritage, culture, food, nature and community.

Strategic Initiative 2.2: Showcase Sport, Culinary and Agritourism Leadership

Leverage Richmond's identity and established programs to anchor its tourism brand, create new experiences and expand its influence as a hub for leaders in sport, culinary and agricultural tourism.

Strategic Initiative 2.3: Enhance Tourism Offerings

Broaden Richmond's appeal by enhancing a range of authentic local experiences to develop new visitor markets and extend length of stay.



GOAL 3: Advance Tourism Infrastructure Development
Encourage the development of top-tier tourism infrastructure, gathering spaces and landmark attractions that position Richmond as a vibrant, must-visit destination in every season.

Strategic Initiative 3.1: Explore Opportunities for a Multi-Purpose Conference and Event Venue

Advance planning toward a multi-purpose conference and event venue that anchors Richmond's event economy and showcases the city as a premier destination for conferences, meetings and events.

Strategic Initiative 3.2: Foster Destination-Defining Infrastructure and Investment

Encourage and guide strategic tourism infrastructure development that enhances Richmond's competitiveness and visitor experience.

Strategic Initiative 3.3: Leverage Public Spaces and Placemaking

Leverage Richmond's waterfronts, parks, and open spaces to celebrate its culture, landscapes, and community spirit.



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