Tourism Plan Sets Bold, New Strategic Direction For Hendricks County

Coinciding with National Travel & Tourism Week, Visit Hendricks County (VHC) is unveiling its full strategic plan.

- FOR IMMEDIATE RELEASE -

Contact: Josh Duke, Josh@VisitHendricksCounty.com

DANVILLE, IN (May 7, 2025) – A year of extensive research led the organization to launch Destination Defined: Connecting the Community, Visitors & Residents, in November 2024. This strategic direction will guide the future of tourism in Hendricks County.

“Unveiling our full strategic plan marks a significant milestone for Visit Hendricks County,” said Jaime Bohler Smith, Executive Director/CEO of Visit Hendricks County. “Focused on four strategic pillars, we are already advancing toward our objectives to enhance tourism in our community.”

Those four strategic pillars guiding VHC’s future include:

  • Organizational Excellence – Building a more effective and stronger organization to lead, partner and advocate for Hendricks County as a destination.
  • Destination Development – Building a more appealing destination through programming, investments and quality-of-place attributes.
  • Connectivity of Industry & Community – Building a more connected industry across the county to initiate a better quality of life.
  • Awareness & Marketing – Building a brand promise to ensure visitors and residents choose Hendricks County.

Within each pillar, the VHC Board of Directors have approved strategies and expected outcomes measured through key performance indicators and tracked over time. The strategies were developed based on community feedback, staff and industry input, and for the first time, resident sentiment in determining how best to define the destination for visitors and people who live within Hendricks County. More than 3,000 people provided input during the research project.

“The strategic direction provides us with a road map for how we will promote and market our destination. The opportunity to measure our progress in multiple ways will help us to drive outstanding results for our community and visitor economy,” said Kyle Johnson, Director (VP) of Marketing Strategy for VHC, who is leading many of the initiatives outlined in the plan.

To review the full strategic plan, visit www.visithendrickscounty.com/partners/strategic-plan.