Visit Frederick Strategic Plan  

2026-2031

Visit Frederick’s 2026–2031 Strategic Plan outlines a shared vision for strengthening tourism in Frederick County, Maryland - balancing economic growth with community pride, stewardship, and quality of life.

Developed with Coraggio Group through extensive resident, stakeholder, and visitor engagement, the plan provides a clear roadmap for sustainable destination marketing, visitor experience development, and responsible tourism growth across the county. It reflects Frederick County’s values, its competitive strengths, and a long-term commitment to ensuring tourism benefits residents and visitors alike.

VISION | MISSION | VALUES

VISION

Frederick County is a vibrant and welcoming community built on collaboration and stewardship, where centuries of history and a spirit of innovation create a place to fall in love with, time and time again.

MISSION

Visit Frederick strengthens economic vitality and community pride by developing and promoting tourism that enhances quality of life for residents and visitors alike.

VALUES

Visit Frederick’s Values of Excellence

• We approach our work with passion and positivity.
• We use our resourcefulness to tackle problems bigger than ourselves.
• Visionary thinking shapes our future.
• We succeed through collaboration and teamwork.
• Integrity guides our every action.

Explore the Visit Frederick 2026-2031 Strategic Plan