DESTINATION MANAGEMENT PLAN The launch of the Destination Management Plan in 2022 established strategic initiatives to drive sustainable visitation growth while celebrating and preserving the state’s unique character and extraordinary natural assets. A key priority of this vision is attracting right-value visitors and encouraging specific traveler behaviors. RIGHT-VALUE VISITOR INTERESTS ✓ Destination stewardship • Supporting local & small businesses • Responsible recreation: Look Out for ME Relaunch • Respectful of communities and culture ✓ Outdoor recreation ✓ Seasonal & local cuisine ✓ Authentic cultural experiences ENCOURAGE TRAVELER BEHAVIORS ✓ Longer stays ✓ Increased spending ✓ Diversify traveler personas ✓ Traveler dispersion • Year-round • 8 tourism regions 5
MOT Annual Report & Plan 2024/2025 Annual Report & Plan: Page 5
