Destination Cleveland’s Major Initiatives

Destination Cleveland is lighting up The Land through an outdoor lighting experience starting in Downtown Cleveland and eventually replicating and scaling into nearby neighborhoods and districts.

How does ILLUMINATE CLE benefit the community?

• Increases perceptions of safety

• Spotlights destination assets, experiences and other investments

• Encourages increased visitation both locally and nationally

• Extends the hours that people are enjoying Downtown Cleveland

• Improves connectivity

• Catalyzes property investments and infrastructure enhancements

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.

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. 

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.