Uncover Your Destination's Full Potential

Tourism Product Development & Destination Strategy | Leslie Walker Consulting

Client: Mid-Sized Municipality in Alabama (Population Approx. 18,000)
Location: Southeastern U.S., I-65 Corridor between Two Major Metro Areas
Services Provided: Tourism Product Development, Brand Voice Strategy, Stakeholder Engagement, Frontline Education Planning, Destination Storytelling

In the heart of the Southeastern United States, along a busy interstate corridor, lies a small town with deep heritage, strong community values, and growing aspirations for tourism. The municipality’s leadership recognized the opportunity to attract more visitors but lacked a cohesive tourism narrative, product development strategy, and internal alignment to position the town as a competitive destination.

Leslie Walker Consulting was engaged to help bridge these gaps and guide the community toward becoming visitor-ready—without losing its sense of identity.

• Population: Approximately 18,000 residents
• Geography: Located along a key Alabama interstate with proximity to major cities within 2–3 hours
• Tourism Team: Small in-house municipal tourism team supported by Chamber and partner organizations
• Existing Assets: Rich cultural heritage, walkable downtown, regional festivals, historic markers, and lake-based recreation
   

The municipality sought consulting support to:

• Develop a unified destination narrative grounded in authenticity
• Identify and expand market-ready tourism products
• Establish an inclusive, evergreen brand voice aligned with community values
• Outline actionable strategies for placemaking, visitor engagement, and frontline readiness
• Activate underutilized public spaces and increase foot traffic
• Build internal tourism awareness and pride among locals
   

Leslie Walker Consulting conducted four in-market research visits, combining stakeholder interviews, experiential audits, and community observation to assess current conditions and opportunities.

The approach included:

• On-the-ground evaluation of heritage, cultural, and recreational assets
• Informal interviews with frontline hospitality teams and business owners
• Identification of emerging community leaders and untapped tourism ambassadors
• Analysis of visitor journey gaps, placemaking barriers, and storytelling inconsistencies
• Facilitating buy-in for tourism development through collaboration and approachable strategy
   

1. Brand Voice & Storytelling Framework

• Defined the destination’s brand personality as warm, grounded, and evolving
• Developed tone guidelines for speaking authentically to both faith-based travelers and curious explorers
• Recommended avoiding exclusionary language or overused tourism clichés
   

2. Destination Narrative & Thematic Pillars
Delivered a refreshed narrative centered on:

• Deep cultural roots and evolving local momentum
• The balance of faith, family, and small-town charm
• Surprise and discovery as key visitor experiences
   

3. Tourism Product Development Roadmap

• Proposed a scalable "Walk Through History Experience" built on existing heritage markers
• Recommended placemaking enhancements for key downtown gateways (lighting, art, wayfinding)
• Outlined seasonal events and small business sampling initiatives to increase foot traffic
   

4. Frontline & Community Engagement Strategy

• Designed a Frontline Tourism Toolkit with quick-reference seasonal checklists
• Suggested hosting tourism mixers to connect local teams and tourism leadership
• Proposed a “Love, Locals” campaign to crowdsource itineraries from residents, boosting SEO and authenticity
   

This project provided a strategic foundation for the town to better connect its tourism assets, activate its walkable spaces, and align its messaging with modern visitor expectations. By emphasizing storytelling, local pride, and practical tools, the municipality is now better positioned to evolve from a pass-through community to a memorable, small-town destination.

Too often, small towns underestimate their tourism potential. Through careful audits, community engagement, and realistic product development, even modest destinations can foster visitor appeal and economic growth without losing the heart of what makes them unique.

If your town or organization needs help uncovering hidden tourism potential, developing products, or aligning your team with a clear visitor strategy, Leslie Walker Consulting offers approachable, practical guidance for communities ready to grow.

Let’s talk about how to strengthen your destination.