Plano | May 2026

Government

BY PATRICIA ORTIZ

Plano ocials are looking to improve the city’s appeal for tourism through a long-term strategy that prioritizes family-friendly events and cultural travelers among other themes. Visit Plano, the marketing organization for the city, provided a presentation to City Council April 27 about the new strategy. Initial research from Visit Plano found the best approach to improve Plano’s tourism is to celebrate the city’s uniqueness. Plano tourism looks to shift strategies

Looking ahead

Richard Cutting-Miller, vice president of tourism strategy rm CSL, said the city will identify programs and activities that can appeal as unique experiences and seek ways to align the current tourism plan with the city’s budget process. He said resident engagement is needed. “This tourism growth strategy ... has to be consistent with the community values inherent in Plano,” Cutting- Miller said.

Types of tourists to maintain and strengthen

Types of tourists to focus on

"American Royalty," auent and married tourists that favor high-end shopping, upscale hotels and rened experiences "Across the Ages," multigenerational families looking for inclusive, aordable and accessible recreation like parks and shopping districts

"Kids and Cabernet," auent, young families balancing child-friendly fun with adult leisure "Sophisticated City Dwellers," young, urban professionals seeking vibrant food scenes and contemporary arts programming "Enjoying Retirement," active retirees and empty nesters drawn to wellness, arts and easy travel experiences "Urban Ambition," aspirational and younger professionals seeking experiences that are social, creative and unique

“This is a 20-plus-year plan. This is not going

to happen overnight.” VISIT PLANO EXECUTIVE DIRECTOR MARK THOMPSON

"Philanthropic Sophisticates," wealthy and well-educated travelers seeking arts, dining and cultural enrichment

"Inuenced by Inuencers," younger and trend-driven travelers seeking social experiences, dining and nightlife active on digital and social channels

SOURCE: VISIT PLANOCOMMUNITY IMPACT

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