Project Overview
Solimar International is supporting the City of Waco and Destination Waco in developing a 3–5 year Strategic Roadmap to guide Destination Waco’s transition from a traditional Convention and Visitors Bureau into a modern Destination Management Organization. The project comes at a pivotal time for Waco, as the city continues to grow its visitor economy, strengthen downtown development, expand sports and events opportunities, and better connect major anchors such as Baylor University, Magnolia, local attractions, neighborhoods, and small businesses.
The Strategic Roadmap will align Destination Waco’s future role with the City of Waco 2040 Comprehensive Plan, the Economic Development Strategic Plan, Imagine Waco, and the 25th Street Corridor Plan. The process is designed to create a practical, community-supported roadmap that positions tourism as a driver of economic development, resident quality of life, local business support, and destination stewardship.
Major Activities
Solimar’s work includes a comprehensive destination assessment, stakeholder engagement process, peer destination benchmarking, and organizational review of Destination Waco’s evolving DMO role. The project began with an intensive site visit that included 30 stakeholder sessions, a tourism stakeholder workshop, and the launch of a Steering Committee representing city, county, tourism, business, institutional, and community partners.
Through interviews, surveys, workshops, and working groups, Solimar is gathering input from residents, tourism businesses, hotels, attractions, chambers of commerce, higher education partners, arts and culture leaders, sports and events stakeholders, and community organizations. The analysis will explore key opportunities such as strengthening Waco’s identity beyond Magnolia, improving coordination among partners, activating downtown and the riverfront, expanding sports tourism, supporting workforce development, and increasing geographic inclusion across Waco and McLennan County.
Solimar will also prepare an internal DMO Organizational Development Plan to help Destination Waco define the staffing, governance, systems, funding, technology, and accreditation pathway needed to operate as a modern destination management organization.
Results
The project will result in a final Destination Waco Strategic Roadmap and DMO Organizational Development Plan, supported by a situation analysis, stakeholder engagement findings, benchmarking and gap analysis, implementation framework, funding recommendations, partner commitments, and presentation-ready materials for the Board, City Council, and community stakeholders.
