destination master plan
Shaping Duluth’s Tourism Future Together
Duluth is embarking on its first comprehensive Destination Master Plan; an 8-month collaborative effort to chart a 10-year strategic vision for our region’s visitor economy. This plan will provide an actionable roadmap that enhances tourism’s economic impact while preserving what makes Duluth exceptional: our natural environment, vibrant communities, and authentic character.
The Destination Master Plan represents Visit Duluth’s commitment to ensuring tourism growth serves our economy, supports local businesses, and enhances quality of life for residents across all communities and the region.
Why a Destination Master Plan?
The Destination Master Plan will establish a shared, long-term vision for how tourism can support thriving communities throughout the Duluth region. This isn’t just an organizational strategy, it’s a city-wide framework that identifies opportunities to develop experiences, strengthen infrastructure, and build alignment between the visitor economy, economic development, and community priorities.
Our plan will balance economic opportunity with environmental stewardship, assess our current tourism assets and future needs, and provide clear direction for sustainable growth that benefits both visitors and residents.
Building the Plan Together
Great destinations are built by the people who live, work, and invest in them. That’s why community input is at the heart of our process. We’re gathering perspectives from across the region.
Virtual interviews with leaders representing:
- Tourism and hospitality partners
- Business and economic development organizations
- Indigenous community representatives and tribal nations
- Educational institutions and healthcare systems
- Arts, cultural, and nonprofit organizations
- City, county, and regional govenment
- Neighborhood advocates and community groups
In-person workshops exploring:
- Market growth opportunities and competitive positioning
- Visitor experience development and placemaking
- Sustainability and environmental stewardship
- DEAI, accessibility, and cultural integration
- Events, meetings, and conventions strategy
Your voice matters in shaping how tourism evolves in Duluth. Whether you’re a business owner, community leader, or resident, your perspective will ensure this plan reflects our shared values and priorities.
Expert Guidance
Visit Duluth has partnered with Jones Lang LaSalle (JLL) Tourism & Destination Advisory, a global leader in long-term destination planning. JLL brings proven tools and frameworks used by destinations globally, including the Tourism Readiness Index, Demand Driver Scorecard, and Event Matrix, all customized to Duluth’s unique context and opportunities.
Our Guiding Leadership
A cross-sector Steering Committee of Duluth-area leaders is helping guide this work by reviewing research, challenging assumptions, stress-testing recommendations, and ensuring the plan reflects real community needs. This group represents diverse perspectives from across our region’s tourism, business, civic, and community sectors.
- Karen Pionk, Committee Chair, The Sheraton Duluth
- Haley Hedstrom, Executive Director, Visit Duluth
- Carla Blumberg, At Sara’s Table Chester Creek Cafe
- Carl Crawford, St. Louis County
- Dan Hartman, Duluth Entertainment Convention Center
- Tom Henderson, REMAX & Mainstream Fashions for Men
- Tricia Hobbs, City of Duluth
- Lindsay Kern, Kern & Kompany
- Shari Marshik, Upper Midwest Film Office
- Don Ness, Ordean Foundation
- Lynn Nephew, Duluth City Council President
- Rick Revoir, College of St. Scholastica
- Mary Tennis, St. Louis County Depot
- Tom Werner, Duluth International Airport
- Lynne Williams, University of Minnesota Duluth
project journey
Phase 1: Listen & Align
Stakeholder mapping, existing asset audit, research review, and Tourism Readiness Index assessment across various data points
Phase 2: Engage & Assess
One-on-one interviews, focused workshops, demand driver assessment of tourism assets, and event analysis of key leisure events
Phase 3: Analyze
Destination benchmarking, organizational review, SWOT analysis, and strategy development
Phase 4: Deliver & Activate
Final plan presentation, 10-year implementation roadmap, and launch of ongoing support framework
WHAT THE PLAN WILL DELIVER
This comprehensive planning process will produce:
- A 10-year strategic roadmap with phased actions, clear accountability, and measurable outcomes tied to economic, community, and sustainability goals
- Tourism asset and event analysis identifying which experiences drive visitation today and where strategic investment can create tomorrow’s demand generators
- Regional collaboration framework strengthening partnerships across Duluth, St. Louis County, and neighboring destinations
- Integrated sales and marketing recommendations positioning Duluth competitively in key visitor markets
- Implementation tools including budget frameworks, tourism tax investment guidance, and performance monitoring systems
Albuquerque’s 10-Year Destination Master Plan
JLL worked with Visit Albuquerque to focus on improvements that support local businesses and amplify the city’s distinctive culture and natural beauty, this Destination Master Plan identifies how Albuquerque can offer a more immersive and engaging experience for travelers.
Image credit: Campbell Bishop Photgraphy
Share your perspective
Tourism isn’t just about visitors; it supports the restaurants, shops, trails, festivals, cultural venues, and natural spaces we all enjoy. It creates jobs for our neighbors, funds infrastructure improvements, and contributes to a sustainable year-round economy across the region.
We want to hear from you. Whether you have ideas about visitor experiences, concerns about tourism impacts, or opportunities you see for the region, your input helps create a plan that works for everyone who calls Duluth home.
Have something to share? Fill out the form below with any feedback, ideas, or questions you’d like considered as we finalize the Destination Master Plan.
The Duluth Destination Master Plan is being developed in partnership between Visit Duluth and Jones Lang LaSalle Tourism & Destination Advisory, with support from community leaders, businesses, and residents across the region.