Destination Strategic Plan


Destination Strategic Plan

The Amelia Island Convention & Visitor Bureau (AICVB), a 501(c)6 corporation, is charged with implementing the destination marketing efforts and management of the Amelia Island destination on behalf of the Nassau County Board of County Commission (BOCC) and the Amelia Island Tourist Development Council (AITDC). With the continued success of Amelia Island’s tourism industry and the ongoing growth in Nassau County, the AICVB is ready to embark on a journey with its stakeholders to develop a Destination Strategic Plan.

The AICVB is executing an exciting Destination Strategic Planning process designed to produce roadmap for the future of Amelia Island & Nassau County as a visitor destination. Our process is being facilitated by JLL’s Tourism & Destination Advisory practice, a global consulting group focused on long-term destination planning. The planning process has four phases and is anticipated to take eight (8) months. The program will engage key stakeholders including elected officials and government staff members, community organizations and leaders, tourism partners and other influencers that have a role in shaping the future our community and tourism industry. While the process will incorporate leadership from many entities, the Destination Strategic Plan is being managed and fully paid for by the AICVB.

The Process

JLL prides itself on an inclusive, research-based approach with an outcome that creates a new exciting path for Amelia Island CVB.

Phase 1: | Listen | Meet

Outcome: Bringing together all levels of involvement between the client and both conventional and unconventional stakeholders. Ensuring that all input is considered, and all lines of communication remain accessible.

Phase 2: Research | Gather

Outcome: Gathering all data points, trends, and current inventory assessments to get a picture of the current state of tourism in the Amelia Island region and positioning for the destination.

Phase 3: Vision | Strategize

Outcome: Develop destination priorities, values, mission and vision based on information collected during the phased approach, in parallel organizational and funding capacities.

Phase 4: Activate | Recommend

Outcome: Provide final recommendations and plan development for implementation, in addition to milestone timeline and deliverables. A Tourism Strategic Plan document/report will be developed and delivered in collaboration with the advisory council and project partners.

Additional information will be added as the process proceeds forward. Please contact the AICVB at 904-277-4369 with questions or comments.