The first tourist outing is lost to history, but the human desire to visit new places and see new things is well documented. According to The History and Evolution of Tourism, a book by Prokopis A. Christou, the earliest form of tourism dates back to approximately 9000 BC in the form of religious travels to visit temples and sacred sites. Early tourists also traveled to seek advice from so-called Oracles or other individuals known for their wisdom. Much like today, festivals, festivities, and special events also drew travelers from out of the area.

Unlike tourism itself, the history of destination marketing organizations (DMOs) is much more recent. DMOs exist to promote a particular city or region to draw more visitors, and improve the local economy as a result. DMOs were an American invention. “The beginnings of this industry are traced by most writers to a Detroit Journal newspaper writer, Milton J. Carmichael, who wrote a newspaper article in February of 1896,” according to “The Past as Prologue: Predicting the future of the convention and visitor bureau industry on the basis of its history,” a paper by Robert C. Ford and William C. Peeper published in the journal Tourism Management.

Carmichael suggested that the City of Detroit should work to bring hundreds of national conventions to the city, which would bring “thousands and thousands of men from every city in the union…and they will expend millions of dollars with the merchants and the people of the City of the Straits.” Before the month had ended, the Detroit Chamber of Commerce and the Manufacturers Club formed a new group, the Detroit Convention and Businessmen's League, according to Ford and Peeper. Now known as the Detroit Metro Convention & Visitors Bureau, it was the first organization of its kind in the world.

Visit Tri-Valley an Innovator

“The United States has been the pioneer and innovator in destination marketing, including creative private – public funding models and partnerships,” according to Chris Adams of travel consultancy Miles Partnership. Visit Tri-Valley (VTV), the DMO for Danville, Dublin, Livermore, and Pleasanton may be one example. Originally known as the Pleasanton Convention and Visitor Bureau, it was created in 1993 and has focused its efforts in response to the challenges of the times.

In the face of the pandemic, for example, in 2020 VTV made it safer and easier for visitors to collect points for visiting destinations on the group’s caffeine trail and ice cream trail by working with local businesses to make that a digital-only process. It created new promotions and revamped its website. And in 2021, VTV created the first Tri-Valley restaurant week. More than 40 restaurants and wineries participated in the successful event, which encouraged residents to support area businesses hit hard by the pandemic.

While the pandemic is over, business challenges are a fact of life. In 2022, VTV officials began developing a long-term Destination Strategic Plan. According to officials, the goal of the plan was to create strategies that “help further develop a vibrant visitor economy while also enhancing the quality of life for residents.” The resulting five-year plan, which was released in December 2023, acknowledges the value of tourism to the Tri-Valley economy, and VTV’s commitment to maintaining and growing it as a viable industry for the foreseeable future.

Investing in the Future

VTV President and CEO Tracy Farhad calls the plan “a comprehensive roadmap that will guide our efforts towards a thriving and sustainable destination.” In conjunction with research for the plan, which included interviewing more than 100 stakeholders, Visit Tri-Valley “explored the potential for developing a flexible multiuse venue that could host a diverse range of events throughout the year and compete with notable convention, entertainment, and sporting venues in the region.” That exploration was prompted by the area’s proven appeal for sports tournaments.

“Engagement with sports organizers, entertainment promoters, event organizers, and corporate planners confirmed the value and impact of a new multiuse venue with a minimum of 100,000 square feet of indoor space,” according to VTV officials. “The analysis demonstrated the potential for substantial revenue growth, increased overnight visits, community engagement, and a broader economic impact on the Tri-Valley area.”

Phase 2 of exploring the development of a new multiuse venue in a future public-private partnership begins in March with a new task force that will focus on potential sites, among other things. The task force currently includes thought leaders from entertainment, sports, and the corporate community; large-scale developers, business owners, a former mayor, a Congressional District representative, staff from Visit Tri-Valley, and an advisory team from consultancy JLL Tourism & Destinations Practice.

In terms of a new venue, “this versatile facility has the potential to host a wide range of activities, including sports tournaments, events, concerts, and meetings,” notes Farhad. “Not only will it provide additional programming options for the Tri-Valley, but it also has the potential to significantly boost our local economy and bring immense benefits to our community at large. As an organization, we are committed to serving as stewards of our destination and working closely with our community to drive successful plan implementation over the next five years.”

VTV’s voting membership and its district assessment funding source are the 42 hotels VTV represents. Its work, however, “doesn't stop at the hotel room door,” Farhad says. “Visitors who stay the night spend more and stay longer in our destination, allowing for additional trickle-down spending at restaurants, attractions, cultural arts events, and local shops.” Tourism-related activities employ over 7,600 locals who pay rent, see dentists, dry-clean clothes, and buy cars. They also pay taxes that support local and state services such as road maintenance, fire and police, and senior centers. “It’s a win-win, very green industry that keeps on giving back to the communities.”

Creating the Destination Strategic Plan involved a great deal of work from VTV officials, stakeholders, the organization’s board, JLL, and a variety of others in service to building a roadmap to a strong economy in the near future. “VTV is led by a board of very knowledgeable, dedicated and passionate members,” according to Farhad. “Along with a staff of equal drive and devotion, we feel confident that this new plan and future execution will keep tourism as a viable and highly valuable industry front and center in the Tri-Valley for years to come.”

For more information about the Visit Tri-Valley Destination Strategic Plan, please visit www.visittrivalley.com/about-us/destination-strategic-plan.

For more information about Visit Tri-Valley, please visit www.visittrivalley.com.