Key Strategies MCCVB will take a gradual phased approach that enables us to adapt our plan as needed during an uncertain recovery period. As such, MCCVB’s strategic objectives fall under three categories as they relate departmentally to adapt to the recovery situation, align and collaborate with the community, stakeholders and partners.
Marketing Communications ADAPT
ALIGN
COLLABORATE
Target travelers that are already aware of or are actively considering Monterey County as a destination, and leverage strong repeat visitation.
Educate, unite and align local businesses on MCCVB’s Responsible Travel Initiative to encourage responsible behavior and band together with a united message and approach.
Increase participation with local businesses, stakeholders and tourismrelated organizations from MCHA to Monterey Regional Airport and others, to synergize and broaden our marketing impact.
Maintain key relationships related to luxury and international travel markets.
Group Business Development ADAPT
ALIGN
COLLABORATE
Target regional meeting and event planners with a hybrid approach, segment-based (e.g. Association, Corporate) and also by geography with gradual expansion to further out markets.
MCCVB will align its approach with opening protocols and continue to create competitive differentiation through transformative client engagement and services, including virtual experiences.
Continue to leverage the collective strengths of the destination through intensified collaboration with the group hotels, Sales & MCTID Committees, Monterey Conference Center and businesses that service meetings and conferences.
ADAPT
ALIGN
COLLABORATE
Create innovative ways to safely interact, engage with and educate visitors on responsible travel.
Educate, unite and align local businesses on MCCVB’s Responsible Travel Initiative to encourage and promote responsible behavior to visitors.
Continue to build and maintain strategic relationships and participate in developing programs and initiatives that are focused on recovery in ways that best benefits our community and the residents who live here.
Provide innovative services and support to planners.
Community Relations
Engage with residents to share information on the economic value of tourism and the promotion of responsible travel for the well-being of our community.
Hahn Estate Winery, Soledad
2020-21 RECOVERY YEAR BUSINESS PLAN
14
