Major Initiatives
The Land for Doing Big Things
Moving the needle forward for the travel and tourism industry in Cleveland requires a dedicated team making progress on strategic initiatives. Our organization works alongside the community to bring forward projects that will benefit the region as a whole. Get more details on some of the major initiatives the Destination Cleveland team is bringing to The Land.
Cleveland: A Waterfront City
Imagine morning yoga along Lake Erie, a casual stroll through a riverfront park with friends or sipping drinks watching a Cuyahoga sunset. Now multiply that by nearly $5 billion in investment and you’re looking at a transformation that will redefine Cleveland’s connection to the water, creating spaces for locals and visitors to gather, explore and thrive.
From new biking trails and a kayak-friendly waterfront to a riverwalk and pop-up lakefront parks, Cleveland is turning “waterfront access” into “waterfront obsession.” Add in a land bridge, new greenspaces and sailing opportunities, and Cleveland is positioned as a premier waterfront destination for decades to come.
ILLUMINATE CLE: A Lighting Experience
Illuminate CLE is transforming the look and feel of Downtown through bold, immersive lighting displays that bring color, motion and energy to Public Square and beyond. Partnering with K&D Management, we're building on the legacy of the Terminal Tower's legendary light displays for a diverse and vibrant outdoor lighting experience. This is just the beginning. The glow will expand into neighborhoods and districts across Cleveland, reconnecting the city through light.
But this isn’t just about aesthetics. Illuminate CLE brings real benefits to the community:
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Boosts the feeling of safety
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Highlights key attractions, experiences and investments
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Encourages more visits from locals and travelers alike
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Keeps Downtown buzzing well into the night
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Strengthens connections between neighborhoods
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Sparks property investment and infrastructure upgrades
We’re turning up the brightness, building stronger bonds and giving Clevelanders and visitors a new reason to fall in love with The Land after dark.
Murals Across the City
Launched in 2023, "Murals Across the City" brought six vibrant, eye-catching murals to Cleveland neighborhoods — each one created by a local artist and designed to reflect the unique spirit of its community. These branded walls aren’t just art, they’re invitations — invitations to explore new corners of The Land, to celebrate neighborhood identity and to share the love on social media.
And we’re not slowing down. In 2026, we’re in the process of selecting even more artists and mural locations across the city, expanding the reach and impact of this community-driven project. Because in Cleveland, every wall has a story — and every neighborhood deserves to shine.
Local Engagement Coalitions
We know that passionate Clevelanders who advocate for The Land help make a powerful impact on visitors and residents.
That’s why Destination Cleveland created several local coalitions for Greater Cleveland residents to get involved and make a significant difference in our community.
Each coalition is designed to empower residents and businesses to move Cleveland’s visitor economy forward by connecting residents, potential visitors, meeting planners, hospitality businesses and talent — further progressing Cleveland for us all.
Pedestrian Wayfinding
Destination Cleveland sees the importance of connecting Cleveland’s neighborhoods and destination districts. Beginning in 2015, Destination Cleveland designed, fabricated and installed over 60 pedestrian wayfinding signs in Downtown Cleveland.
And, in 2023, new wayfinders were installed inside the Huntington Convention Center of Cleveland and the Cruise Terminal at the Port of Cleveland. Expect to see more wayfinders across Cleveland neighborhoods as more are installed each year.
Each wayfinding sign includes a QR code that points to the Destination Cleveland website and serves the user with recommendations in the immediate vicinity of the monument they have scanned.
If you encounter a wayfinding sign that is damaged, defaced or out of date. Please contact Alex Harnocz at [email protected].
Visitor Experiences
Helping visitors make the most of their time in The Land is a top priority. Our CLE Concierge team shares their love for all things Cleveland through nearly 10,000 interactions each year with visitors from nearly every state and more than 50 countries. Recommended things to do often include authentic Cleveland experiences — from organized tours to exploring The Land through themed passports.
Adding to that, our team launched a refreshed experiences program in 2023. This initiative is focused on consistently engaging with residents and businesses to co-create memorable moments to draw visitors into and around the region for evergreen and curated experiences and excusions.
Destination Engagement
Working with The Land’s hospitality businesses — who are the backbone of the visitor experience — is essential to ensure tourism’s growing contribution to Cleveland’s economy. Our work includes sharing visitor research/travel trends, hosting Tourism Talks and other seminars about relevant business issues, preparing the hospitality community to welcome event attendees and much more. Destination Cleveland continually engages with businesses to listen and determine how we can collaborate to ensure high visitor satisfaction while helping Cleveland’s businesses thrive.
Inspiring Visitors to Become Residents
For Cleveland to thrive in a global economy and be recognized as a high-performing, growing and diverse metro, we need to do two things: attract new talent and keep the incredible people already here. And that takes all of us.
The Cleveland Talent Alliance is a coalition of public, private and nonprofit organizations working together to make that happen. Our initial focus is on talent attraction and retention in Cleveland’s fast-growing section, including IT and tech (including financial services); healthcare; and smart manufacturing.
With billions in new development, a wave of innovation, a rising startup culture and a cost of living that doesn’t crush your dreams, Cleveland is becoming one of the most exciting places in the country to live and work.
Ready to make your move? The Move to Cleveland page is your one-stop shop for everything you need to call The Land home.
Volunteer Program Relaunch
We’re looking for passionate, active community members to help us show off The Land the way only we can: with pride, heart and that unmistakable Cleveland hospitality.
Volunteers are essential to creating unforgettable experiences for visitors and shaping the way people see our city. As more folks make their way to Cleveland, we need the help of proud Clevelanders to keep the momentum going strong.
After relaunching the Destination Cleveland Volunteer program in 2024, we’re expanding in 2025 — recruiting a diverse, passionate crew of volunteers to support Cleveland’s major meetings and conventions in a variety of ways.
Whether you’re into collecting surveys or just love offering a warm welcome, there’s a role with your name on it. Let’s make sure every visitor feels like one of us.
Brand Evolution: The Land for Life
At Destination Cleveland, we’re taking control of the Cleveland narrative by embracing what we love about The Land. As part of our larger brand strategy, we are tapping into Cleveland’s greatest asset — our people. The characters of our city showcase our loyalty and reinforce our authenticity. It’s called, “The Land for Life.”
Through the brand campaign, we’ve breathed new life into the message we’ve always sent about The Land. With an emphasis on reaching people who love nightlife and experiences, we’re targeting new out-of-region markets with our branded advertisements, social campaigns, media, newsletters, podcasting and storytelling.
