Morristown, NJ (Jan. 22, 2026) – The Morris County Economic Development Alliance (MCEDA), operating as the Morris County Tourism Bureau (MCTB), has issued a Request for Proposals (RFP) seeking a qualified consulting firm to conduct a Strategic Plan & Benchmarking Study that will shape the future direction of tourism in Morris County. The initiative comes at a pivotal moment as Morris County builds on an already strong foundation and prepares for upcoming national and regional opportunities, including the USA250 commemorations, continued expansion of agritourism offerings, and a focused effort to drive year-round visitation. The study will also support the county’s strategic evolution from a Tier 3 day-trip market to a Tier 2 destination recognized for overnight stays, weekend travel, and extended visitor engagement. The selected consultant will deliver a comprehensive, data-driven strategic plan informed by robust benchmarking against peer Destination Marketing Organizations (DMOs) across the Tri-State and Northeast regions. The study will evaluate MCTB’s organizational structure, governance, funding model, branding, marketing strategy, and programming to identify opportunities for alignment, optimization, and future investment. Together, the strategic plan and benchmarking analysis will serve as both an actionable near-term framework and a long-range roadmap to guide decision-making and resource allocation. “Building on an already strong foundation, this strategic planning and benchmarking effort will help guide future decisions and investments for tourism in Morris County,” said Samantha Rutledge, Director of Strategic Partnerships at the Morris County Tourism Bureau. “By evaluating where we are today and measuring ourselves against comparable destinations, we can position Morris County for long-term success, strengthen our competitiveness, and ensure we are prepared for the opportunities ahead.”

Study Scope & Objectives

Through a robust benchmarking and assessment process, the consultant will evaluate MCTB’s current operations, staffing, governance, funding, and marketing practices while identifying opportunities for growth, modernization, and financial sustainability. Key components of the study include:

• Benchmarking Morris County against 5–8 comparable county and regional DMOs
• Evaluation of governance models, revenue strategies, staffing structures, marketing investments, and KPIs
• Assessment of digital maturity, including data usage, AI adoption, CRM practices, and visitor persona development
• Review of stakeholder relationships across municipalities, business improvement districts, arts and cultural organizations, hospitality partners, farms, and attractions
• Engagement with leadership, board members, county officials, and tourism partners through interviews and optional focus groups

The resulting Strategic Plan will outline clear priorities, timelines, performance metrics, funding diversification strategies, and governance recommendations to guide implementation.

Data-Driven Approach

To support evidence-based planning, the consultant will have access to advanced data platforms already licensed by MCTB, including:

• Symphony Data Intelligence Platform (Tourism Economics / Oxford Economics), providing visitor insights, lodging performance, marketing performance, labor market data, and economic indicators.
• Lightcast, offering workforce analytics, creative economy trends, industry cluster analysis, and economic impact modeling.

These tools will inform benchmarking, visitor strategy, target industry identification, and performance measurement.

Deliverables

The engagement will include:

• A project kickoff meeting and detailed work plan
• A midpoint interim report highlighting early findings and benchmarking insights
• A comprehensive final Strategic Plan covering governance, funding diversification, digital readiness, marketing modernization, community engagement, and implementation timelines
• An executive summary presentation delivered to MCTB leadership, county commissioners, and key stakeholders
• Optional add-ons, including strategic plan implementation support and a public-facing summary document

Timeline & Budget

• RFP Issued: Friday, January 16, 2026
• Deadline for Questions: Friday, January 30, 2026
• Responses to Questions: No later than Friday, February 6, 2026
• Proposal Submission Deadline: Friday, February 13, 2026
• Anticipated Award Announcement: Friday, February 27, 2026
• Project Completion: End of April 2026

The total project budget will not exceed $45,000, inclusive of all fees, research, travel, and administrative costs.

Call for Proposals

Consulting firms with demonstrated experience in tourism strategic planning, DMO benchmarking, and data-driven analysis are encouraged to apply. Proposals will be evaluated based on expertise, methodology, creativity, feasibility, and overall value. Full RFP details and submission instructions are available at morristourism.org/rfps-studies. Proposals must be submitted electronically to: Ms. Samantha Rutledge Director, Strategic Partnerships Morris County Economic Development Alliance / Morris County Tourism Bureau 6 Court Street Morristown, NJ 07960 Email: samantha@morriscountyalliance.org CC: opportunity@morriscountyalliance.org

About the Morris County Tourism Bureau

The Morris County Tourism Bureau is a 501(c)(3) not-for-profit organization operating under the interchangeable DBA of the Morris County Economic Development Alliance. The organization is an affiliated division of the Morris County Chamber of Commerce and the Morris County Economic Development Corporation and serves as the official Destination Marketing Organization (DMO) for Morris County, New Jersey. The Tourism Bureau’s mission is to positively impact the local economy by promoting Morris County’s exceptional historic, cultural, dining, and recreational attractions while providing services to residents, business travelers, and visitors.