Neville Bhada, founder and CEO of Applied Strategies and Principles, presented Visit Oxford’s new Strategic Plan on Thursday, outlining a visionary roadmap for the next three years.

The plan, developed through a collaborative and data-driven process, aims to enhance Oxford’s appeal as a destination while addressing community needs and emerging trends in the tourism industry.

The planning process began in August and concluded in October. Bhada praised the dedication of Visit Oxford staff for their contributions to the aggressive timeline.

The team engaged 30 stakeholders through surveys, conducted 12 interviews with key figures like the mayor and Ole Miss representatives, and hosted four focused forums to gather industry-specific insights.

“We got input from stakeholders, staff, as well as the community,” he said. “We looked at trends within other destination management organizations, and then we looked at studies of other growing communities, just like Oxford.”

The plan includes the development of an innovative Welcome Center designed to reimagine visitor experiences. Features could include digital kiosks, mobile visitor services, and directional signage to improve accessibility.

With events like the Double Decker Arts Festival contributing significantly to Oxford’s economy, the plan suggests holding discussions on the feasibility of rescheduling the festival to less congested months.

“With graduation, baseball games, sports tournaments, corporate business all in town at the same time, stakeholders were unified in their desire for this event to move from April to another less busy time period,” he said.

Additionally, it prioritizes increasing music and cultural events beyond downtown, incorporating technology in event management and addressing the need for more children’s events and event spaces.

To ensure a level playing field, the plan advocates for regulating short-term rentals similarly to traditional accommodations. This includes securing tax revenue, promoting visitor safety, and fostering partnerships with rental owners to enhance Oxford’s lodging inventory.

Acknowledging the community’s enthusiasm for Visit Oxford’s efforts, the plan highlights the importance of educating residents about tourism’s economic impact and fostering a long-term partnership through a steering committee.

According to the strategic plan, Visit Oxford is encouraged to engage in conversations with the county elected officials concerning representing the entire Lafayette County, not just the city of Oxford and hold informational talks with Lafayette County elected officials.

However, Bhada said they should not change their branding and continue to operate as Visit Oxford.

Oxford’s growth as a travel destination depends on diversifying attractions, such as creating family-friendly activities, developing an amphitheater, and expanding cultural and heritage tourism. The plan also emphasizes improving wayfinding signage, supporting new transportation options, and promoting food tourism.

The plan also addresses several challenges, including the need for improved communication with Ole Miss, managing the increasing popularity of Oxford Square, and tackling workforce shortages in hospitality. Bhada also highlighted the absence of a nearby commercial airport as a barrier to attracting conferences and meetings.