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A Plan


Provide a road map which will guide actions, activities, and programs.
Identify key strategic priorities for the next X years.

Mission Statement and Vision

  • To serve the Community of Xxxxxxxxx; Improve Quality of Life and Economic Prosperity; Grow and Promote the tourism assets of the Xxxxxxxxxx Xxxxx Xxxxxx of XX.
  • To be Recognized as a Unique, Multi-season Destination.

Strategic Priorities

  • Consistently, Effectively, and Efficiently promote the Xxxxxxxxxx Xxxxx Xxxxxx brand
  • Increase Tourism Visitation and Spending in the Xxxxxxxxxx Xxxxx Xxxxxx
  • Expand tourism season to maximize economic benefit
  • Generate high quality inquiries for all Xxxxxxxxx tourism industry
  • Recognizing our strengths, aim to disperse visitation throughout Xxxxxxxxx
  • Provide low cost advertising opportunities and promotional tools for tourism

Marketing Activities

Brand Marketing – Job #1

Develop and Promote the Xxxxxxxxxx Xxxxx Xxxxxx brand through:
information, promotion, public relations, trade marketing, strategic partnerships

Visitor and Industry Services

  • Branded Sub-destinations, Visitor Centers,
  • Comprehensive Information Services – Internet, Print, Mail
  • Community Management – Inquiry Response, Q/A, Brand Marketing (social)
  • Travel and Tourism Liaison for NYS and Regional Programs
  • Tourism Advertising, Promotion, and Infrastructure Grant Program
  • Industry Representative – State and National Tourism, Funding Admin

Public Relations

  • Media relations and visits
  • Traditional PR – writer assistance and story pitching
  • Press release creation and distribution
  • Digital Assets curation and media support

Education and Advocacy

  • Education programs for tourism businesses
  • Liaison with Organizations and Stakeholders
  • Position Statements on Tourism related issues

Research and Analysis

  • Identify and Collect Key Performance Indicators
  • Gather and Report other Tourism related Economic Indicators
  • Aggregate and Analyze Available Tourism Research
  • Conduct Original Research

Situational Analysis

Strengths – Our USP

  • Adirondack Park | Forest Preserve | Wilderness | Scenic Beauty
  • Proximity to Feeder Markets – Airport – Local Destinations
  • Safety and Security – Authentic Americana – Positive Affinity
  • Value – something for everyone, expectations typically match reality

Challenges and Threats

  • General Economic Conditions | Competition
  • Cost of Doing Business | Taxes | Energy | Labor | Regulation
  • Tourism Infrastructure | Cell Coverage | Broadband
  • Traditional Transportation Barriers | Reliance on “drive-in” travelers
  • Seasonality | Weather
  • Environmental | Conservation Issues | Tourism Externalities
  • Stable Budget | Managing Grant Program | State Matching Funds | Regional Marketing


  • Leveraging existing and previous work done, website content relatively easy to build
  • TPA status gains access to key partnerships for assistance in promotion
  • Canadian Border Opening – take advantage of large travel segment
  • New Travel Paradigms – More domestic travel, less Air Travel, ADK’s Strengths

Marketing 2020-21

Target Markets

  • Boomer/Mature, Shoulder-season Travelers, Outdoor Recreation Enthusiasts, Scenic Touring, Family
  • NYC Metro, Canada, NYS Feeders, All Others
  • Spring – hike, raft, bird, fish, bike, events
  • Fall – foliage, hunt, paddle, hike, bike, shopping, events
  • Winter – snowmobile, ski (dh & xc), snowshoe, spa, shopping, events
  • Year-round – Events, Group Tour, SMERF,

“First-Time Visitor”

  • Brand Awareness Marketing
  • Information Services
  • Ambassador Program

“Extend the Season”

  • Retention Marketing
  • Mature Audience Targeting (those w/ time and $$)
  • Shoulder-season and/or Weatherproof Elements

Priority Items

  • Rebuild Information DB
  • Website
  • Grant Applications and Administration

2021 and Beyond

Continue to Develop and Implement the Xxxxxxxxxx Xxxxx Xxxxxx brand.