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Durham Destination Master Plan
Durham Destination Master Plan


celebrating durham's growth

A vision for the future

Last year, visitors spent more than $1B in Durham, providing vital revenue to businesses, supporting thousands of jobs, and generating tax revenue that supports local government services.

Our goal for the Destination Master Plan is to create a 20-year vision and roadmap for Durham, providing the framework for inclusive, values-based, responsible tourism development and promotion that ensures balance between the needs of our residents, our businesses who rely on visitors for their livelihoods, and the visitors who experience our community.

The Destination Master Plan is an assessment of Durham’s development needs over the next 20 years based on a vision for Durham’s future collectively shaped by members of the community

This vision states that by 2044, Durham will be the most welcoming, inclusive, innovative and vibrant destination in the United States, while thoughtfully honoring its history and people

The 60+ recommended initiatives focus both on developing new economic drivers, while also identifying ways to further Durham as a thriving visitor destination and exceptional place to live and work. The plan also makes recommendations for collaboration, process and structure updates that will allow projects to advance more swiftly and efficiently.

Recommended initiatives in this plan include:

  • Indoor and outdoor sports venues, including both new and expanded facilities
  • A larger, more contemporary convention center with an adjacent hotel
  • Increasing the number and scope of quality events and festivals held in the community
  • Expanding parks and pathway connectivity
  • Creating a greenway bridging 147 that provides an inviting and more walkable connection between the Hayti and downtown districts
  • Additional family friendly attractions and activities

Discover Durham will host a series of townhall events this spring for community members to learn more about the Destination Master Plan and provide input on several of the leading initiatives. Sign up below for more information on Town Hall dates and all other Destination Master Plan updates!

Download A Digital Version of the Durham Destination Master Plan


Attendees gathered around tables at a Durham town hall hosted at The Carolina Theatre.

Town Hall

June 8 | 10:00 a.m.
Durham County Main Library

Discover Durham invites those who live or work in Durham County to attend our upcoming Town Hall event to provide input on initiatives and learn how to stay up-to-date as the work progresses.

Download Presentation

Stay informed by signing up for the Durham Master Plan newsletter

For media inquiries, contact Jada Harkins Andrews


For all other questions, contact Sam Kraushaar