2021 2023 STRATEGIC PLAN - VISIT SAN ANTONIO - SEARCHWIDE GLOBAL
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Visit San Antonio
Strategic Plan
2021 - 2023
To elevate San Antonio as a must experience destination
Vision where Texas culture & history begin…
Mission Bringing the world to San Antonio
Targets By the end of 2023, we will
return to pre-Covid levels:
- 40 million total visitors
- 11 million room nights
- 67% Occupancy Rate
STRATEGIC GOALS
Strategic Sales & Collaborative Destination
Marketing Management
Transformational Partner & Innovative & Results-Oriented
Community Engagement OrganizationGOAL 1:
STRATEGIC SALES & MARKETING
Initiative Lead Timeline
2021 2022 2023
a. Evaluate target markets, and evolve
Targets marketing strategies to attract more
Andres
resilient travelers (e.g.: drive-market,
leisure, VFR)
b. Continue messaging related to health and
Andres
safety to reassure visitors
• Achieve 43 Citywide events c. Continue to promote nature, parks, and
Andres
annually by end of 2023 outdoor experiences
• Achieve favorable IPW
response to US Travel d. Successfully execute and host IPW 2023 Dave
Association’s event survey
• Achieve 41 million online e. Execute a post-pandemic sales and
engagements by the end of marketing strategy to mitigate lost group Mario
2023 business
f. Manage visitor expectations around the
redevelopment of the Alamo and other Dave
major projects
g. Redefine customer expectations around Mario
the sales and services value propositionGOAL 2:
COLLABORATIVE DESTINATION MANAGEMENT
Timeline
Initiative Lead
2021 2022 2023
a. Work with industry partners and
Targets stakeholders to reopen the visitor
Casandra
economy with clean and safe visitor
experiences
• Protect against harmful b. Play role in advocating for developing and
legislation that impacts the Dave
enhancing San Antonio assets
industry
• Successfully defend the Texas c. Play active role in advocating for
Dave and Amanda
events trust fund completion of Alamo development plan
• Reinstate and increase the d. Advocate importance of industry and
promotional dollars for Air Casandra
legislative issues impacting the sector
Service Development Fund
e. Work with Airport to reinstate and expand
Dave
air serviceGOAL 3:
TRANSFORMATIONAL PARTNER & COMMUNITY ENGAGEMENT
Initiative Lead Timeline
2021 2022 2023
a. Engage industry stakeholders to build a
Targets unified process and protocols for Casandra
reopening visitor economy
• 590 members by 2023 b. Strengthen strategic relationships with
Casandra
• 80% membership retention elected and appointed officials
rate
c. Relaunch and engage membership model Amanda
• Confirm 2-3 strategic
partners by 2023 d. Develop and launch a strategic partnership
Amanda and Andres
programGOAL 4:
INNOVATIVE & RESULTS-ORIENTED ORGANIZATION
Initiative Lead Timeline
2021 2022 2023
a. Collaborate with other organizations to
Targets determine opportunities for shared Casandra
resources and efficiencies
b. Use lessons learned from remote working
• Successful extension on the to examine office flexibilities and Natalie
management agreement efficiencies
• Successfully achieve annual
renewal of TPID c. Reassess organizational roles and activities
• $3M in the reserve fund by of the organization to identify priorities Steve
2023 and potential adjustments
• Organization and Board d. Assure the long-term sustainability of the
composition mirrors the Casandra
organization
diverse community we serve
• Be named a best place to e. Examine new opportunities to become a
Casandra
work in 2022 and 2023 more diverse and inclusive organization
f. Maintain status as employer of choice NatalieWe Serve
We are committed to providing the ultimate Visit San Antonio experience.
We put our heart into it and it shows. We make awesome happen.
We Share
We communicate openly & efficiently. We value collaboration,
working inclusively across all levels. We respect & support one another.
We Own
We take ownership of our actions. We are professional & ethical.
We empower ourselves to get things done.
CORE VALUES
We Trust
We build trust with every action. We are honest & fair.
We are stewards of the resources entrusted to us.
We Welcome
We promote diversity. We are a diverse and inclusive organization.
We welcome all, Y’all.
We Fiesta
We sell fun and have fun doing it. We celebrate success big and small.
We let fun lead to creativity & innovation.Servimos
Estamos comprometidos con proveer la mejor experiencia turística.
Comprometidos con el alma y se nota. Convertimos especial en realidad.
Compartimos
Comunicamos abierta y eficientemente. Valoramos colaborar a todo nivel.
Nos respetamos y apoyamos.
Poseemos
Tomamos responsabilidad de nuestros actos. Somos éticos y profesionales.
VALORES Nos empoderamos para tomar acción.
EMPRESARIALES
Confiamos
Generamos confianza con cada acción. Somos justos.
Protegemos nuestros recursos.
¡Bienvenidos Todos!
Promovemos diversidad. Somos una organización diversa e incluyente.
“Fiesta-amos”
Vendemos diversión, y nos divertimos haciéndolo. Celebramos triunfos grandes y chicos.
Dejamos que la diversión invite a crear e innovar.VISION:
MISSION:
To elevate San Antonio as a must experience destination where Texas culture
Bringing the world to San Antonio
& history begins
STRATEGIC ANCHORS 2021‐2023 STRATEGIC GOALS
Collaborative
Strategic Sales &
Destination
Marketing
Management 1) Strategic Sales & Marketing 2) Collaborative Destination 3) Transformational Partner & 4) Innovative & Results‐Oriented
Management Community Engagement Organization
2021‐2023 KEY INITIATIVES
a. Evaluate target markets, and a. Work with industry partners and a. Engage industry stakeholders to build a a. Collaborate with other organizations to
Transformational Innovative & evolve marketing strategies to stakeholders to reopen the visitor unified process and protocols for determine opportunities for shared
Partner & Community Results‐Oriented attract more resilient travelers economy with clean and safe visitor reopening visitor economy resources and efficiencies
Engagement Organization (e.g.:regional markets, leisure, VFR) experiences
b. Strengthen strategic relationships with b. Use lessons learned from remote
b. Continue messaging related to b. Play role in advocating for developing elected and appointed officials working to examine office flexibilities
health and safety to reassure and enhancing San Antonio assets and efficiencies
TARGETS c. Relaunch and engage membership
visitors
c. Play active role in advocating for model c. Reassess organizational roles and
c. Continue to promote nature, parks, completion of Alamo development plan activities of the organization to identify
By the end of 2023, we will and outdoor experiences
d. Develop and launch a strategic
priorities and potential adjustments
d. Advocate importance of industry and partnership program
return to pre‐COVID levels: d. Successfully execute and host IPW legislative issues impacting the sector d. Assure the long‐term sustainability of
2023 the organization
‐ 40 million total visitors e. Work with Airport to reinstate and
e. Execute a post‐pandemic sales and expand air service e. Examine new opportunities to become
‐ 11 million room nights marketing strategy to mitigate lost a more diverse and inclusive
‐ 67% Occupancy Rate group business organization
f. Manage visitor expectations f. Maintain status as employer of choice
CORE VALUES around the redevelopment of the
Alamo and other major projects
Serve g. Redefine customer expectations
around the sales and services value
proposition
Share
2023 TARGETS
We Own • 590 members by 2023 • Successful extension on the
• Protect against harmful legislation that
• Achieve 43 Citywide events annually • 80% membership retention rate management agreement
impacts the industry
Trust by end of 2023 • Confirm 2‐3 strategic partners by 2023 • Achieve annual renewal of TPID
• Achieve favorable IPW response to • Successfully defend the Texas events trust • $3M in the reserve fund by 2023
Welcome US Travel Association’s event survey fund • Organization and Board composition
• Achieve 41 million online mirrors the diverse community
• Reinstate and increase the promotional
engagements by the end of 2023 • Be named a best place to work in 2022
Fiesta dollars for Air Service Development Fund
and 2023You can also read
