Having recognized that the future of destination marketing would be very different than the past, an effort was undertaken to develop a long-term strategic plan to enable the Discover Lehigh Valley DMO to respond to the dramatically changing tourism industry conditions and competitors in the trading area. The four-faceted strategy included addressing (1) changing visitor requirements, (2) evolving and expanding technology platforms along with digital marketing platforms and needs, (3) new staffing requirements, and (4) strategic responses to marketing challenges to cut through the multitude of messages that potential visitors were receiving from competing destinations. The planning effort included a Board Retreat in which the various recommendations were adopted and implementation scheduled.