College Park awards $2.4M tourism marketing contract to women-led alliance

College Park, Georgia has awarded Destination Must Visit Tourism Alliance Incorporated a $2.4 million destination marketing contract after a nationwide procurement process. The deal puts a women-led nonprofit in charge of a new strategy meant to support hotels, attractions and small businesses tied to the city’s visitor economy.

Why it matters: - The $2.4 million contract gives College Park a new destination marketing operator focused on boosting visitation and supporting the city’s hospitality economy. - The award could affect hotels, convention business, attractions and small businesses tied to Hartsfield-Jackson Atlanta International Airport and the Georgia International Convention Center. - The selection also highlights the growing use of women-led organizations in public-sector economic development.

What happened: - The City of College Park awarded Destination Must Visit Tourism Alliance Incorporated a $2.4 million destination marketing services contract. - The decision followed a nationwide search and a rigorous procurement process. - Destination Must Visit Tourism Alliance scored highest among several market-leading firms, according to the release. - The nonprofit will lead the city’s destination marketing strategy.

The details: - Destination Must Visit Tourism Alliance is a 501(c)(6) IRS-recognized nonprofit registered to do business in Maryland and Georgia. - College Park is home to Hartsfield-Jackson Atlanta International Airport, thousands of hotel rooms, the Georgia International Convention Center and Gateway Center Arena. - The alliance says it will use a modern, lean structure that avoids legacy agency overhead. - The organization will use a collaborative teaming delivery model. - The contract will bring together tourism technology, public relations, destination experience metrics, business engagement and other specialized services. - The model is designed to give the city one coordinated operational front for strategy, execution and accountability. - Carolyn E. Howell, founder and CEO of Destination Must Visit Tourism Alliance, said tourism now requires strategy, measurable outcomes, partnerships and responsible stewardship. - Amber Batchelor, head of tourism operations, said the visitor economy depends on collaboration among government, hospitality, attractions, community organizations and private-sector partners. - The alliance says Howell has more than 48 years of leadership experience, including 30 years in event, hospitality, tourism and destination board experience. - Implementation will be driven by Batchelor and supported by an expert board that includes Andres O. Hayes, David Weinschel, Tracy Hamlin and Dr. Chelsea McLendon. - Specialized industry professionals Pia Brown, Kimberlin L. Love, Stephen Fortune and Shannon Baker will also support the work. - The group will integrate destination branding, convention sales, visitor experience technology and performance reporting into the operating model.

Between the lines: - The contract appears to favor a smaller, more flexible model over a traditional agency structure. - The emphasis on performance reporting and accountability suggests College Park wants measurable results from tourism spending. - The women-led framing signals a broader push to showcase diverse leadership in government contracting. - Camille Burns of the Women Presidents Organization said the win shows the power of women-led alliances to deliver integrated, high-performing solutions. - Leandra Joseph of WBEC Metro NY & Greater DMV said the city selected a model built for performance, disciplined governance and full accountability.

What's next: - Destination Must Visit Tourism Alliance will begin implementing its tourism strategy for College Park. - The city’s hospitality and visitor economy partners will be pulled into the new coordinated framework. - Full government contracting advocacy comments from Burns and Joseph are available on the organization's website. - More information is also available on the alliance's site.

The bottom line: - College Park is betting that a women-led nonprofit with a collaborative operating model can deliver more measurable tourism growth and local economic spillover than a traditional agency structure.