Humboldt County's new Tourism Strategic Plan aims to overhaul the local tourism economy, learning from a past lesson about avoiding minor fixes. - The plan addresses systemic issues like lack of funding rationale and misalignment between promotion and readiness.
- Implementation begins over the next year, with full rollout in five years. - A new Tourism Advisory Board and Destination Stewardship Organization will oversee accountability.
- The effort seeks to create a stewardship model benefiting the entire community. The success of the plan depends on whether it produces meaningful reform or just minor adjustments.