Visit Jackson Unveils Destination Master Plan
May 19, 2025
Visit Jackson invited partners and stakeholders to attend the reveal of the Jackson Destination Master Plan yesterday at Union Station in Downtown Jackson. Hunden Partners was secured to create the plan.
The Jackson Destination Master Plan is an ambitious blueprint designed to guide collective ambition and the future of our destination for years to come. This master plan represents the vision for our community and the collective aspirations of all who live, work, play and visit here. The plan is the result of two years of research, community engagement, and strategic collaboration with experts, stakeholders and local leaders.
Key highlights of the Master Plan included:
- Placemaking Action
- Events & Annual Festivals
- Tourism Assets & Demand Mapping
- Authentic Architecture
- Sports
- Public Spaces
- Arts, Culture & Heritage
- Cultural & Heritage Preservation and Attractions
- Shopping & Dining
- Enhanced Visitor Experience
- Entertainment
- Community Engagement
- Meetings, Conventions, & Conferences
- Smart Growth Strategies
- Lodging & Hospitality
The presentation included the project team sharing project goals and objectives, an executive summary, engagement plans, an overview of the city, current progress and efforts, and a resident sentiment survey. It also covered tourism statistics, a visioning session, place pillars, a comparison of Jackson with destination practices and our standing against peer and aspirational destinations, a summary of the opportunity matrix, recommendations, and planning through 2035.