2016 MARKETING PLAN
Our value statements serve as an internal organizational compass, helping us stay true to the mission stated above while providing a lens for navigating the complex landscape. We dub these our “Jedi values”, which describe our philosophical mindset.
1. Provide a high quality experience for visitors, while protecting the high quality of life for residents.
2. Protect and promote our valuable natural assets, namely:
3. Generate economic opportunity and support the social/cultural structure of the destination.
4. Continue to grow visitation at a sustainable level while we expand our efforts to target visitors who are more economically valuable and socially synonymous.
5. Build respect, credibility and trust amongst our peers and in the community.
In FY2016, we as Amelia Island tourism stakeholders find ourselves at an inflection point. We are fortunate to have benefited from aggressive growth in the past six years, enjoying a leading position in our competitive set while continuing to be a top economic driver in the county. We are promoting the right product to the right audience at the time when they are most receptive to our message. Now we are in a position to support our authenticity, build the foundation for sustainability and be more selective in whom we attract to Amelia Island. And so we pause to reexamine our mission statement: “to serve the citizens and businesses of Amelia Island by maximizing the economic impact of tourism and thus enhancing the quality of life.” We must face the challenge of balancing economic growth with mitigated negative externalities arising from tourism, all while continuing to provide an authentic Amelia Island experience to our visitors. We shift our roadmap toward sustainable growth, protecting the resources that make us unique to the world, attractive to tourists, and, most importantly, livable for residents. These resources that make us unique may also prove to be the most fragile. Clearly, business as usual is not an option if we plan to embrace a sustainable path.
The AICVB’s vision for the destination is to shift our visitor base, creating sustainable growth, while increasing tourism revenues for greater economic impact. Everything we do as an organization in FY2016 ladders up to our principal goal of cultivating the organization’s role of destination stewardship. As we build this role, we will lead overnight visitors to stay longer and explore even more of the island’s offering.
Download the a full copy of the 2016 marketing plan here.
2015 Year in Review - Review the highlights and success from 2015.