The 2,500 year-old city of Suzhou in known for UNESCO World Heritage gardens, picturesque canals, and traditional Chinese architecture. Despite its location close to Shanghai, it is often overlooked by many North American travelers as a must-experience destination on their China travel itineraries, a situation created in part due to the North American market’s limited knowledge of Suzhou and its tourism offerings. Suzhou Tourism sought a partner to develop a long-term strategic plan that builds awareness of the destination among North American travel trade influencers and media and sets it apart from competitor destinations that are higher in the booking consideration set.