Visit Tri-Cities Completes DestinationNEXT Assessment, Recognized as a “Trailblazer”

​What do Chicago, Denver, Orlando, Sydney (Australia), and the Tri-Cities have in common? All have been named “Trailblazers,” or high performing destinations, according to an assessment conducted by an industry-leading consulting firm specializing in travel and tourism.
 
Visit Tri-Cities contracted MMGY NextFactor to lead the organization’s development of a three-year strategic plan. The process included an assessment of the Tri-Cities using DestinationNEXT, a tool which uses data-driven methodology to create a shared vision and practical strategies for ongoing success as premier destination. The assessment categorizes destinations (Trailblazers, Mountaineers, Voyagers and Explorers) based on it’s the success factors of destination strength and community alignment, with “Trailblazers” being the sought-after category.
 
“Every destination that we have assessed aspires to be a Trailblazer, but only about 40% of the more than 200 destinations we have worked with are in that category,” said Paul Ouimet, Partner and President of MMGY NextFactor. “The Tri-Cities being a trailblazer among world renown destinations is a testament to what can be achieved when you have an amazing destination and strong community partnerships.”
 
MMGY NextFactor engaged with residents, community leaders, elected officials and industry stakeholders through in-depth interviews, focus groups and surveys. Feedback regarding Visit Tri-Cities included:

• High level of trust in current team to lead on regional issues and opportunities
• Collaborative – able to facilitate multiple groups/agendas
• Leadership innovative, creative and energetic
• Team proactive with clients and highly responsive overall
• Remarkable leadership during COVID
• Great work in curating the sports/outdoor recreation market
• Much support for the partnership model (replacing membership model)
• Excellent marketing/digital advertising
• People love the community calendar

 
“It was evident during our research the community is proud of the Tri-Cities as place to live, work and play,” said Deb Archer, Executive Consultant for MMGY NextFactor. “Thanks to the innovation of Visit Tri-Cities, their strong strategic partnerships and the community’s shared values, the Tri-Cities is well positioned to take on unique challenges the tourism industry is facing.”
 
The insights gathered from the community helped shape the strategic initiatives Visit Tri-Cities will be using as a road map for the next three years.
 
For more information about Visit Tri-Cities, check out VisitTri-Cities.com.