Visit Lake Charles has adopted a new three-year strategic plan focused on strengthening Southwest Louisiana as a destination through greater connectivity, tourism development and growth that benefits local businesses and residents.
Approved by the Visit Lake Charles Board of Directors, the 2027–2029 plan was developed with input gathered through surveys and conversations with community stakeholders and partners. It establishes four strategic imperatives: leveraging gaming to enhance the visitor experience, strengthening community awareness and government relations, expanding national leadership in sports tourism, and championing downtown and lakefront development.
The plan builds on the drawing power of Southwest Louisiana’s casino resorts to attract new travelers and connect visitors with more of the region’s dining, outdoor recreation, cultural attractions and events. Initiatives include advocating for improved transportation between casinos and other tourism assets, developing personalized itineraries and experiences that encourage longer stays, and reaching new visitor markets.
Community awareness and government relations will support that work through stronger engagement with residents, industry partners and elected officials. Visit Lake Charles will continue communicating tourism’s value and advocating for investment in tourism-related assets and infrastructure.
In sports tourism, the plan calls for strengthening the Lake Charles Regional Sports Authority’s national leadership in event recruitment. Partnerships with organizations such as the National Junior College Athletic Association, whose Division I Women’s Basketball Championship returns to Lake Charles in 2027, combined with development of the new downtown sports complex, are expected to expand the destination’s ability to attract larger events and generate business for hotels, restaurants and other local businesses.
Downtown and lakefront development priorities include advancing the comprehensive Lake Charles Destination Master Plan. The board approved development of that plan in August, with completion anticipated by mid-2027. It will help identify opportunities for coordinated development, year-round activity and improvements that make these areas easier for visitors and residents to navigate and enjoy.
The strategic plan includes measures to track visitor spending, length of stay, sports-related economic impact and hotel room nights, tourism-related investment, and destination development projects. These measures will guide implementation and accountability in support of Visit Lake Charles’ mission to enhance quality of life in Southwest Louisiana by optimizing visitor-related economic impact.
“Southwest Louisiana’s next chapter will be shaped by how well we connect the strengths we have today with the experiences and investments that will bring people here tomorrow,” said Kyle Edmiston, president and CEO of Visit Lake Charles. “The decisions we make over the next three years will help determine what kinds of events we can compete for, how visitors experience the region and where tourism investment can have the greatest impact.”
To view the 2027–2029 strategic plan, visit visitlakecharles.org/about-us.
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About Visit Lake Charles
Visit Lake Charles, the official destination marketing organization for Lake Charles/Southwest Louisiana, is the only organization in Southwest Louisiana providing advocacy, promotion, and education for the tourism industry. For more information on Visit Lake Charles and things to see and do in Louisiana’s Playground, log on to www.visitlakecharles.org.
