BACKGROUND: The Town of Vail (TOV) has engaged Better Destinations, MMGY NextFactor, and The Travel Foundation to develop a comprehensive destination stewardshp plan, Steward Vail, to gather community feedback and explore how how tourism can generate greater value to the Vail community. The plan, which is being developed during 2022, has included extensive community engagement, the results of which are included in the materials provided. Vail is seeking a best-in-class strategy, guided by principles of sustainability, to create a shared vision for a thriving tourism economy that supports quality of life and quality of experience for all those who care about Vail.
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