Case Study: Visit Tampa Bay achieves data-driven tourism planning insights with HCP Associates and JLL

Visit Tampa Bay strengthens tourism planning with HCP Associates and a 2024 tourism asset inventory

Visit Tampa Bay, the official tourism marketing organization for Hillsborough County, faced a challenge in strategic planning due to a lack of comprehensive data on the region's tourism assets. Their board and leadership needed a detailed inventory and analysis to guide future development and investment decisions. They engaged the vendor HCP Associates, in partnership with Jones Lang LaSalle (JLL), for a research, strategy, and marketing solution to address this need.

HCP Associates implemented a multi-faceted research plan involving stakeholder interviews and extensive analysis of secondary data. This resulted in a series of strategic recommendations for infrastructure and asset development, including convention center expansion and improved transportation. The study's data-driven insights became integral to Visit Tampa Bay's strategic planning process, guiding decision-making and prioritizing investments for tourism growth. The full report was made publicly available to inform stakeholders and the community.

Visit Tampa Bay