MESA, ARIZONA: 'Visit Mesa' has set its sights on an ambitious 10-year master plan aimed at transforming the city into a significant destination for visitors, with the goal of surpassing $1 billion in direct spending by tourists annually.
According to The Mesa Tribune, the comprehensive plan is the organization's inaugural long-term strategy for tourism development, outlining a roadmap to elevate Mesa as a premier spot for travelers.
Enhancing Mesa's tourism potential and infrastructure
By building on last year's $710 million in tourist spending, the plan outlines various challenges, opportunities, and specific objectives to achieve this transformation.
At the core of this strategy is the aspiration to position Mesa as a leading center for sports tourism and outdoor recreation.
One of the key aspects highlighted in the plan is the need for improved transportation linking the various "visitor industry clusters" dispersed across Mesa's expansive 133 square miles.
Recognizing the importance of long-term collaboration, Dennis Kavanaugh, a Visit Mesa Board member involved in crafting the plan, emphasized the necessity of aligning with government entities working on extended timelines to realize these ambitions effectively.
Kavanaugh emphasized the increasing trend within destination marketing, citing the significance of such long-range plans in steering the growth of tourism.
Crafting Mesa's pathway to growth and engagement
Notably, the timing of this initiative coincides with the city's update of its own 2050 master plan, further emphasizing the importance of synchronizing efforts for comprehensive development.
The plan's big-picture vision will serve as a foundation for shorter-term strategic and business plans, as Alison Brooks, Visit Mesa’s vice president of destination experience, pointed out.
These more detailed plans will contain the practical elements necessary to drive increased visits and enhance the overall visitor experience.
They will include measurable objectives, such as hosting 1.3 million overnight visitors and introducing five new non-stop destinations at Phoenix-Mesa Gateway Airport by 2026.
This extensive 10-year plan involved considerable community engagement, with over 1,000 participants contributing through focus groups, town halls, interviews, and surveys conducted in both English and Spanish.
Fostering community collaboration
Kavanaugh highlighted the challenge of engaging residents to provide feedback, which was crucial for shaping this comprehensive strategy.
The plan not only incorporates long-standing aspirations of Visit Mesa and city leaders, such as the development of a standalone resort and the evolution of downtown into a cultural hub but also introduces new concepts identified through community engagement.
For instance, the proposal to extend light rail services to the Phoenix-Mesa Gateway Airport emerged from public input, showcasing the significance of community involvement in shaping future developments.
One striking revelation from the community engagement process was the desire for improved access to outdoor recreational areas like the Salt River and Tonto National Forest.
This finding emphasized the need to explore opportunities for enhancing recreational access while ensuring environmental and cultural sensitivity.
Brooks highlighted the importance of the visitor economy, emphasizing the significance of community awareness regarding its impact.
Visit Mesa's vision for sustainable growth and community inclusivity
Visit Mesa's past performance, hosting 1.1 million overnight visitors generating substantial direct spending, serves as a platform for this new forward-looking strategy.
Looking ahead, Brooks intends to take this comprehensive plan on a global tour to garner attention and support.
She stressed the plan's potential to open new perspectives and opportunities, indicating its potential impact on the city's growth.
Ultimately, the primary objective for Visit Mesa is to attract more people to the community.
Brooks emphasized the importance of the first visit, recognizing its role in shaping perceptions for potential residents, students, and businesses, stressing the importance of sustainable growth for the benefit of all stakeholders.
Visit Mesa's ambitious 10-year master plan underscores the city's commitment to strategic growth, aiming not only to elevate its tourism status but also to foster a vibrant, inclusive, and sustainable community for years to come.