Tourism Strategic Plan and Implementation Framework Services

The City of Santa Rosa is seeking a qualified vendor to develop a comprehensive tourism strategic plan and implementation framework. The agency needs to establish a clear tourism vision and mission that can be effectively communicated to multiple audiences. The final deliverable must include a five-year implementation plan that aligns, organizes, prioritizes, and sequences tourism efforts into program chapters containing short-term, medium-term, and long-term strategies. The project covers data-informed strategy development utilizing mobile analytics, a tourism asset inventory, and a destination opportunity assessment. The selected vendor must evaluate destination identity, brand assets, and Santa Rosa intellectual property, while also developing strategies for events as tourism drivers. Additionally, the agency requires an assessment of demand and opportunities for meeting, conference, and event spaces, including group travel, corporate bookings, and sports tourism activities that drive overnight stays. The scope of work also includes identifying strategies that demonstrate how placemaking and destination awareness initiatives can spur travel and tourism. The agency is requesting plans for tourism marketing, digitization, and mobile engagement. Eligible bidders must be onshore organizations based in the United States, and the performance of all work will take place offsite. Bidders must submit their proposals digitally via email or through the designated online portal. The agency is currently looking for proposals to determine the budget and has not disclosed a specific funding limit. All questions regarding this opportunity must be submitted no later than June 25, 2026.