Destination Vision

Due to COVID 19, we encourage you to check the status of any Indianapolis establishment prior to visiting.

Today, more than 29 million people visit Indy each year, spending an estimated $5.6 billion in our local economy and providing jobs for nearly 83,000 of our residents. The Destination Vision is about sustaining and growing this economic engine, using it embrace and celebrate the diversity of people and places that call Indy home, and guiding it in ways that enhance the quality of life in our region and improving humanity.  

We call it Tourism, with Purpose.

You see, we believe travel isn’t just about vacations and conventions. It’s about sharing our lives with friends and family. It’s about discovering new knowledge and meaning. It’s about experiencing things that bring us together to discover what makes us unique and also what makes us human. That’s why we’re in this business, and we believe Indy is home to a unique spirit that we believe can be shared with the world in ways that improves the lives of residents and visitors alike.

Currently under revision, the plan focuses on 15 key strategies, each with a range of specific actions, that address three guiding principles for what Tourism with Purpose means.

The Guiding Principles

  • People. Tourism with Purpose celebrates diverse people and makes them feel part of a community, brings them together for shared experiences that promote understanding, and improves their daily lives.
  • Place. Tourism with Purpose promotes a diversity of places so there’s something for everyone and every taste and every day of the year.
  • Prosperity. Tourism with Purpose builds long-term community value by bringing in new resources that help all of our people and places improve and become stronger.

The Themes, Strategies & Actions


TMV Diagram

Celebrating Our Story

Indy’s story is rather exceptional, and tourism is a key way in which we share our story, both to residents and visitors.  We share our story because it makes us proud, but we also share it because it makes us authentic and attractive.

Example Actions: Develop a Cultural Tourism Accelerator program that identifies residents across Indy that know the stories, history, oddities, and passions that make our places unique and connects them to platforms that help visitors discover and support their work. Take what we’ve perfected hosting large downtown events and package it into a Neighborhood Event Toolkit to help smaller, hyper-local and authentic events also be successful. And, re-establish Indy as a Music City in ways that use music to celebrate our diversity, promotes human expression, and enhances quality of life of our city.

In Progress: Downtown Indy Inc. and the Indiana War Memorials Commission illuminate the Soldiers and Sailors Monument with the nightly light presentation, Shining a Light.

Shining A Light

Cultivating + Connecting Our Places

Whether on a front porch, in neighborhood park, at a major attraction, or around Monument Circle, all of the stories we consume occur in a place, and our ability to strengthen our places and stitch them together maximizes our ability to learn and share our stories.

Example Actions: Hit especially hard by the pandemic, we know that local retail and food are often the driving motivator for residents and visitors alike to visit a place and are also what makes them authentic and special. Connecting our neighborhoods and cultural districts and attractions together through a network of slow connections like trails and greenways enhances the experience of our city, while continuing to focus and recovering and expanding direct flights at Indianapolis International Airport is critical for tourism growth. And in a region not known for its natural resources, we believe the White River has the potential to become one of the largest environmental, economic, and community enhancement efforts to ever shape the Indy region.

In Progress: The City of Indianapolis, Hamilton County Tourism, Inc., and Visit Indy area leading a community vision to activate 58 miles of the White River as a natural and commercial corridor for residents and visitors.

Kayaking on the White River

In Progress: The Bottleworks District under development in the Mass Ave Cultural District will serve as a culinary, arts, and entertainment hub for downtown.


In Progress: Leverage and enhance our trail system to make the Indy region the most connected US destination for cycling, hiking, and walking. Check out development of the Nickel Plate Trail  from downtown Noblesville through Fishers and into the Indiana State Fairgrounds, as well as the USBR35 and USBR50 regional bike routes.

Nickel Plate Trail

Stewarding + Sustaining Our Impact

The Indy ecosystem of tourism and hospitality is made up of thousands of attractions, venues, hotels, restaurants, and other key partners, with Visit Indy uniquely positioned to keep its eye on how well the system is functioning.
Example Actions: Expanding the ways in which big attractions come together through an attractions council to better coordinate capital improvements, programming, marketing, and research. Better understand the tourism workforce, its needs, and its role in economic mobility for residents and opportunities for career pathways. Development of a regional placemaking fund with stable and dedicating funding to invest in quality-of-life and quality-of-place enhancements across the Indy region.

In Progress: After years of discussion, the Indy Attraction Pass was launched in fall 2020, offering admission to five top Indy attractions at one low price. 

In Progress: The new 42-story Signia Hilton on Pan Am Plaza will expand the Indiana Convention Center and create an unrivaled convention package. 

Signia Hilton


Have an idea?

As the Tourism Master Vision is an ever-evolving plan, we’d love to hear your ideas on how to make Indy a more vibrant destination. Think BIG. What’s an iconic tourism game-changer? What new experiences or events would you like to see in Indy? We’re all ears. Please complete the form below and help shape the future of our city.