Our region is embarking on its first comprehensive Destination Master Plan — a collaborative process to create a 10-year strategic vision that will shape the future of tourism across Lane County's diverse communities. This destination-focused plan will be driven by input from community stakeholders and will serve as a roadmap for sustainable tourism development that benefits all communities in Lane County.
The Destination Master Plan represents Travel Lane County's commitment to ensuring tourism development serves as a tool for thriving communities, aligns with community values and fosters collaboration across our region.
What is a Destination Master Plan?
A Destination Master Plan creates a clearly defined long-term vision for our visitor economy, with an agreed understanding of what success looks like. Unlike organizational strategic plans, this plan focuses on the destination itself — identifying opportunities to develop or enhance experiences and infrastructure while building stronger alignment between the visitor economy, economic development and community well-being.
Our Collaborative Approach
This plan will be shaped by meaningful participation from:
Community leaders from all Lane County communities
Government leaders at local, county, and regional levels
Local businesses across sectors
Residents who call Lane County home
Industry partners throughout the tourism ecosystem
The master plan will integrate existing community master plans and development strategies, ensuring that tourism development aligns with each community's unique character and vision.
Key Outcomes
This master planning process will deliver:
Sustainable tourism framework that balances economic growth with community values and environmental stewardship
Infrastructure assessment of current tourism capacity and future development needs across all communities
Visitor management strategies that optimize tourism's positive impact while addressing community concerns
Implementation roadmap with clear milestones and accountability measures
Project Timeline
Spring 2025: Vendor selection and project launch Summer 2025: Initial research, data gathering and stakeholder mapping Fall 2025 - Spring 2026: Comprehensive stakeholder engagement and plan development June 2026: Final plan presentation to the community
After a comprehensive selection process, we've partnered with Jones Lang LaSalle (JLL) to facilitate this planning process. JLL brings extensive experience in destination master planning, having advised over 100 destinations worldwide with their data-driven, community-engaged approach.
Be a Part of the Vision
This is a community-driven process. Throughout the planning process, there will be opportunities for stakeholders and residents to provide input through surveys, focus groups, interviews and community workshops.
Questions? Interested in learning more?
Emily Forsha
Vice President of Integrated Marketing
Emily leads the implementation and management of digital tools and platforms, branding and creative services, and photo and video production to support marketing strategies across all of Travel Lane County's target markets.
