Scope of Work

Destination Marketing & Management

Both initiatives work together to keep our economy and communities strong.

Sustainable tourism, in its purest sense, is an industry that attempts to make a low impact on the environmental and local culture, while helping to generate income and employment without overtaxing any resources – whether human, environmental or man-made. The ultimate goal of sustainable tourism is to improve the quality of life for residents.


The carefully planned growth of tourism presents opportunities to raise the quality of life for residents, generate jobs and business opportunities, and protect our Adirondack lifestyle.

Strategic Goals

The Regional Office of Sustainable Tourism developed a 3-year strategic plan for the organization in January of 2020. The purpose of this plan is to provide an updated vision and mission, as well as strategic goals for the organization. The ROOST team and its board of directors united in our vision for the future. As agreed upon collectively, the following strategic goals provide direction for the sustainable growth of the region, based on the shared interests of stakeholders, visitors, and the local community.


The following are the actionable initiatives from the strategic plan that will be the focus of the program of work in 2022.

Strategic Sales & Marketing

  • Develop specific initiatives to decrease the seasonality of travel while focusing on mid-week business and the average length of stay.
  • Expand the customer base by diversifying the destination experience.

Destination Development & Management

  • Improve the overall transportation ecosystem (e.g. hiking shuttles, biking, etc.).
  • Develop a destination management plan for the Town of North Elba/Village of Lake Placid.
  • Work with partners to support product and destination development throughout the region.
  • Expand promotion of environmental marketing.

Intentional Community Alignment

  • Build stronger relationships across tourism, community organizations, and residents regionwide.
  • Facilitate more community housing.
  • Develop initiatives to increase full-time residents and youth retention.
  • Collaborate with partners to improve customer service.

Sustainable Organization Strategy

  • Evaluate and improve how the organization supports/promotes regional events.
  • Evaluate staff program of work in order to effectively implement the destination marketing and management plan.
  • Continue to evaluate and update the organization’s strategic plan.

Archived Reports & Plans