Love The Palm Beaches The Tourism Master Plan

A tourism master plan is a comprehensive strategic framework designed to guide the sustainable development and management of tourism in a specific region or destination. It serves as a blueprint for the long-term growth of the tourism sector, aiming to maximize the economic, social, and environmental benefits while minimizing potential negative impacts. The plan typically includes an assessment of the current tourism landscape, identifying strengths, weaknesses, opportunities, and threats (SWOT analysis). It outlines clear goals and objectives, such as increasing tourist arrivals, enhancing visitor experiences, and promoting cultural and natural assets.

Key components of a tourism master plan include infrastructure development, such as transportation and accommodations, and the preservation of natural and cultural resources. It also involves marketing and branding strategies to attract target markets and enhance the destination’s image. An important aspect of the plan is the inclusion of Diversity, Equity, Inclusion, and Accessibility (DEIA) principles. This ensures that tourism development is inclusive, respects cultural diversity, and provides accessible experiences for all visitors, regardless of their background or abilities.

Community involvement and stakeholder engagement are crucial, ensuring that local residents, businesses, and government entities are aligned with the plan’s vision. Sustainability is a core focus, with strategies to manage visitor numbers, protect ecosystems, and promote responsible tourism practices. The plan may also address issues like seasonality, workforce development, and crisis management. By providing a clear roadmap, a tourism master plan helps coordinate efforts, allocate resources effectively, and create a cohesive approach to developing a vibrant, inclusive, and sustainable tourism industry.

You can sign up HERE to join the Future Forward Tourism Master Plan key stakeholder list for Palm Beach County.

This report supports Palm Beach County’s Tourism Master Plan by analyzing tourism assets, challenges, and opportunities. Based on research and community input, it addresses infrastructure, branding, sustainability, governance, and impact—laying the foundation for a more inclusive, resilient, and competitive tourism future. CLICK HERE to view.

The objective of this first Tourism Master Plan deliverable (Project Management Plan) for Palm Beach County is to present a comprehensive, inclusive, and well-coordinated strategy for an effective undertaking of the Tourism Master Plan project. CLICK HERE to view. 

During the week of July 8, the CSL team visited nearly 80 attractions, venues, districts, and other tourism assets throughout Palm Beach County. The main conclusions and takeaways from this exercise for the tourism master plan project are included in this report. CLICK HERE to view.

For this research activity, CSL collected and reviewed a number of documents / reports from 32 of the 39 individual municipalities of Palm Beach County, and a number of countywide / regional organizations to assess how their existing strategies, plans and efforts might contribute to the Tourism Master Plan. CLICK HERE for a summary of the collected materials as well as their individual reviews.

CSL has reviewed reports, plans, research documents, and other items provided by TDC directly relating to the state of the tourism industry in the County, as well as performed our own analysis to evaluate the drive-in demographics, hotel industry, attractions, and visitor behavior in the destination. Key takeaways from this process, implications and recommendations are presented — CLICK HERE to view

Conversations with 180+ Stakeholders took place throughout Palm Beach County and online during the first half of October 2024. In general, these conversations suggested that for Palm Beach County to realize its full tourism potential, the master plan must address a number of critical issues while capitalizing on the many opportunities available to the industry and the community. CLICK HERE to learn more.

This document reviews the current marketing and brand efforts for Palm Beach County tourism marketing of the TDC and partner agencies. The report includes actionable steps that can be taken in the short-term to increase marketing effectiveness while the Tourism Master Plan is in development and in the coming years as the results of the Plan are implemented. CLICK HERE to view.

Global Sustainable Tourism Council (GSTC) expert Assessors completed this unbiased assessment of the management of Palm Beach County’s (PBC) compliance to the GSTC Destination Criteria, the global standard for sustainable destinations. This assessment consisted of extensive desktop analysis of the current tourism activities and management approaches, with two assessors interviewing local authorities and stakeholders to objectively verify evidence of compliance with GSTC-D. CLICK HERE to read the combined findings of those efforts in this report

The Benchmarking Analysis Report provides a comprehensive evaluation of Palm Beach County’s visitor infrastructure, tourism assets, strategies and other elements against a curated set of peer and aspirational destinations. CLICK HERE to view. 

This visitor survey provides a comprehensive snapshot of the PBC travel experience, revealing an overall positive perception of the destination and a visitor base that is older, affluent, and highly loyal. Respondents demonstrate strong emotional connections to the destination, particularly its natural beauty, beaches, and lifestyle offerings. Visitor satisfaction is high, with many travelers indicating intentions to return, and a significant portion already engaging in repeat visitation. While some infrastructure-related concerns were identified—particularly regarding traffic, parking, and affordability—the County’s core strengths remain well aligned with its most important visitor segments. CLICK HERE to view the full report.

CSL surveyed more than 1,700 Palm Beach County (PBC) residents and part-time residents to evaluate their satisfaction with local tourism-related services, quality-of-life factors, and perceptions of the County as both a place to live and a visitor destination. This report presents a detailed analysis of feedback from full-time and seasonal residents, highlighting shared strengths, challenges, and opportunities to improve the alignment between tourism efforts and community well-being. CLICK HERE to view the full report.