LAKE CHARLES, La. (Jan. 9, 2025) — Visit Lake Charles is kicking off the new year with the release of its 2025 Business Plan, a blueprint designed to position Lake Charles and Southwest Louisiana as a world-class destination that fosters economic growth for our local community.
The 2025 Business Plan focuses on innovation, collaboration, and community impact, driving growth in marketing, sales, sports tourism, and destination development to keep the region competitive. Visit Lake Charles President and CEO Kyle Edmiston described the plan as a strategic guide to positioning the destination for continued success, supporting and championing tourism growth throughout 2025.
“Every goal and strategy outlined in our 2025 Business Plan is about pushing our destination forward,” Edmiston said. “Tourism is an economic powerhouse for Southwest Louisiana, and Visit Lake Charles is leveraging its talented team, strategic partnerships, and creative campaigns to drive meaningful engagement through marketing, build successful relationships in sales and sports tourism, and amplify our impact to attract new visitors and elevate the community.”
Key Highlights of the 2025 Plan
Marketing efforts will expand on the success of the award-winning “As Much Joy As You Can Pack In” campaign, highlighting the region’s culinary, outdoor, and cultural experiences while introducing new initiatives like the Midweek Travel Campaign targeting travelers aged 55 and older.
“Storytelling is at the heart of everything we do,” said Timothy Bush, Chief Marketing Officer. “This campaign strengthens our ability to connect with different travel audiences emotionally, ensuring that we are telling our story in a way that is compelling, relevant, and uniquely ours.”
On the sales front, Visit Lake Charles is laser-focused on securing new group business while nurturing strong relationships with existing clients for 2025.
“Meetings and events generate significant economic impact for our community,” said Taylor Beard Stanley, Vice President of Sales. “By layering new business onto our established success, we’re driving demand, increasing occupancy, and delivering results that benefit our local partners.”
The launch of the Lake Charles Regional Sports Authority (LCRSA) signals a landmark commitment to sports tourism, ensuring that sports tourism remains a key focus for our destination in 2025.
“This is more than an initiative—it’s a game-changer,” said Eric Zartler, Senior Vice President of Sports and Executive Director of LCRSA. “We’re doubling down on sports tourism to attract major events and showcase Lake Charles/Southwest Louisiana as a leading sports destination. Big things are on the horizon.”
From spearheading the revitalization of the Mardi Gras Museum of Imperial Calcasieu to championing enhancements along the lakefront, such as the much-anticipated Port Wonder and Crying Eagle Brewing – Lakefront, Visit Lake Charles continues to play a pivotal role in shaping the future of the region. These efforts, highlighted in the plan, aim to attract visitors while enhancing the quality of life for residents.
“These projects are catalysts for economic growth and community pride,” said Anne Klenke, Vice President of Destination Development/Community Engagement. “Our focus is on our residents—improving quality of life for Southwest Louisiana is key while creating experiences that draw visitors from near and far.”
The complete 2025 Business Plan, including insights from Visit Lake Charles team leaders, is available at www.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.
