About Destination 2020

Destination 2020 is a community initiative led by Visit Pensacola, Inc. to engage community members from Pensacola, Pensacola Beach and Perdido Key in identifying opportunities to enhance our community and assets in a way that positions us as a great place to live and visit. 

About Visit Pensacola, Inc.: Visit Pensacola, Inc. is a destination marketing organization (DMO) dedicated to positioning the Pensacola Bay Area community as a world-class travel destination. 



The seven community dialogue sessions were held in January and February of 2015. The six-hour Destination 2020 Summit kicked off the process in January 9, 2015 at the Pensacola Museum of Commerce and featured a panel of industry experts: Michael Gehrisch, President and CEO of Destination Marketing Association International (DMAI); Bill Geist, Chief Instigator of Zeitgeist Consulting; Will Seccombe, President and CEO of Visit Florida.

The remaining six community dialogues were held in various areas of the Greater Pensacola Bay Area community with both a 3-hour morning and afternoon session:

  • Perdido Key, January 22, 2015 at Eden Condominiums
  • Pensacola Beach, February 3, 2015 at Hilton Pensacola Beach Gulf Front
  • Downtown Pensacola, February 4, 2015 at New World Landing


By developing a comprehensive 5-year strategic plan, Visit Pensacola, Inc. will provide a road map for tourism as an economic engine for our community. The strategic team will identify critical issues and opportunities that will drive success over the next five years. 

The plans’s areas of strategic focus are defined through the analysis of information gathered through a multi-pronged approach:

  • interviews and surveys with key opinion leaders
  • research of model communities
  • review of local tourism data
  • insights from tourism experts
  • six community dialogues
  • online community survey

In early 2015, Visit Pensacola held the Destination2020 Summit, followed by six community dialogues to gain your perspectives and ideas on how to “rev-up” tourism as an economic engine for our community.

Approximately 300 people attended the Destination2020 Dialogue Sessions held in January and February. Additionally, approximately 200 community citizens and business owners participated in an online survey distributed to community members between March 26, 2015 and April 9, 2015.

All of the data and information gathered from the six community dialogue sessions and community survey have been analyzed to produce themes that community members have identified as important. On May 7, 2015, the 5-Year Destination2020: Designing Our Future Together Strategic Plan was presented at the Historic REX Theater in Downtown Pensacola.