DURHAM’S
VISION
When we asked the Durham community who it aspired to be the resounding response was “we don’t want to be anyone but Durham.” That grit, that certainty, that pride in who we are has put Durham on the map as an up-and-coming hub for entrepreneurship, history and creativity.
The resulting Destination Master Plan includes dozens of our community’s ideas about what it needed and wanted for our future. To steward this plan, bring the community together to ensure its successful implementation and continue planning for decades to come, we launched Durham Next, a community partnership for the sustainable advancement of Durham as the best place to live, work, visit.
ABOUT
Durham Next
Our work begins with the initiatives laid out in the Destination Master Plan adopted in 2024. The multifaceted, strategic recommendations of this plan support enhancements that both contribute to quality of life for Durhamites and optimize the positive impacts of the visitor economy in Durham across public attractions and facilities, competitive sports, parks and trails, public art, placemaking, events and festivals, transportation and other activities that drive vibrancy in our community and visitors to our local hospitality businesses and attractions. Durham Next is a 501c3 operated and managed by Discover Durham, the destination marketing organization for Durham County.
Our mission is to prioritize, plan and steward projects and initiatives across Durham County that will contribute to Durham being the best place to live, work and visit.
THE HISTORY OF
Durham Next
The Durham Destination Master Plan was finalized in January 2024. Durham Next was established later in the year by Discover Durham as a 501c3 charged with overseeing implementation of the Plan, bringing together community members to provide guidance and oversight.
The nonprofit, which will be operated by Discover Durham, was made possible through the passage of NC Senate Bill 902, a bill sponsored by Senator Mike Woodard. The legislation passed in June 2024, authorizing Discover Durham to engage in tourism-related activities for the first time, opening the door to the organization taking an active role in leading and facilitating work recommended by the DMP. The legislation also aligned Durham County's occupancy tax policy with the state's uniform occupancy tax guidelines, allowing Discover Durham to receive funds previously absorbed in City and County budgets to further investment in the development of Durham as a captivating destination. Discover Durham and Durham Next are deeply grateful to City and County officials and supporting members of the General Assembly for championing the transformative effect we know this investment can have for Durham's future.