St. Tammany approves $325,000 tourism plan
A new decade strategy aims to guide infrastructure spending and cultural development across the parish.
By Luca Stewart ·
Residents and business owners in St. Tammany Parish will see a new framework for how local tourism dollars are spent over the next decade. The St. Tammany Parish Tourist and Convention Commission voted unanimously on Oct. 27 to adopt the parish’s first 10-year Destination Master Plan. This decision creates a specific roadmap for future investments in infrastructure, natural areas, and cultural events.
The plan costs $325,000. The commission paid for the study using its fund for special projects. Donna O’Daniels, president and CEO of Visit the Northshore, described the adoption as the most impactful action of her 31-year career with the organization. She told the board that the document represents the largest initiative in the agency’s history.
The strategy was developed over more than a year. The commission hired MMGY Nextfactor, an international destination marketing firm, to lead the effort. Researchers gathered data through public gatherings, town hall meetings, digital surveys, and focus groups. This process ensured the plan reflected input from various sectors of the parish community.
Five work groups will now determine which projects to implement first. These groups align with five strategic goals outlined in the document. The goals include investing in signature destination infrastructure, protecting natural assets, expressing local culture, growing sports and family participation travel, and improving access and community confidence.
O’Daniels stated that the first priority involves research studies on hotels, amateur sports, and outdoor attractions. The commission plans to use additional funds in 2027 to execute specific recommendations from the plan. She noted that taking action on these items will be an ongoing process spanning several years.
Some early projects are already in motion. The organization intends to continue its Community Mural Project by adding art to more towns. It also plans to improve wayfinding and signage to help visitors move between communities. These immediate steps aim to enhance the daily experience for both residents and tourists.
Longer-term goals include developing the northern part of the parish into an equestrian destination. O’Daniels said this project requires coordination and research to understand visitor needs. She estimated this initiative could take a few years to fully launch. The full Master Plan will be available on the organization’s website in the coming weeks.
