Visit Tampa Bay

Client: Visit Tampa Bay
Industry: Destination Marketing

Challenge

Visit Tampa Bay’s board of directors and senior leadership recognized the need for a comprehensive tourism asset inventory in Hillsborough County to inform long-range planning for tourism industry growth. They did not have the detailed data and analysis to make strategic decisions about future developments and investments in the region’s tourism infrastructure.

Solution

HCP Associates, in partnership with Jones Lang LaSalle (JLL), developed a multi-faceted research plan to conduct a thorough tourism asset inventory and analysis for Hillsborough County.

Visit Tampa Bay is a not-for-profit corporation serving as the official tourism marketing and management organization for Hillsborough County, Florida. Their mission is to enhance the local economy by increasing direct visitor expenditures in the destination.

In response to the organization’s need for strategic planning data, HCP Associates and JLL designed a comprehensive study incorporating both primary and secondary research methodologies. The research began with a series of stakeholder interviews to conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, which informed the subsequent data collection and analysis phases.

The research team reviewed and analyzed multiple data sources, including county statistics, real estate trends, travel patterns, transit information, leisure activities, convention metrics, and hotel performance data. This thorough examination of secondary data was cross-referenced with insights gained from the stakeholder interviews to provide a holistic view of Hillsborough County’s tourism landscape.

Upon completion of the data collection and analysis, HCP Associates and JLL presented a series of strategic recommendations to Visit Tampa Bay. These included:

  1. Expanding the convention center to accommodate larger events
  2. Increasing hotel capacity in close proximity to key attractions
  3. Developing new assets appealing to both tourists and the local community
  4. Constructing an indoor sports complex to grow the special events business
  5. Creating a multi-use venue at the Fairgrounds
  6. Improving transportation and mobility infrastructure to enhance visitor movement throughout the county
  7. Further expanding the Riverwalk to create an iconic experience for visitors

The study results have become an integral part of Visit Tampa Bay’s strategic planning process. The organization is now working closely with its partners to implement the recommendations, using the data-driven insights to guide decision-making and prioritize investments in the region’s tourism infrastructure.

The full report, including detailed findings and recommendations, has been made publicly available on Visit Tampa Bay’s website under the “Tourism Analysis” section. This report allows stakeholders and community members to understand the analysis process that goes into future tourism development initiatives in Hillsborough County.

Tourism Product Analysis