This research paper takes up the call for a more active role of tourism researchers in tourism policy and planning processes by presenting an action research account on the latest tourism planning and policy process of the region Tyrol, Austria. The findings discuss the results of this process based on the three layers of (1) imaging a tourism vision, (2) developing major guidelines and guiding measures, and (3) defining a multidimensional performance measurement. The methodology details the research and planning process by describing the interventions, workshops, and data-gathering approaches. The contribution outlines how researchers can engage and contribute to tourism policy and planning processes, and how a policy process can incorporate economic, social, and environmental goals. The discussion provides a critical reflection on the benefits and challenges of a research-led tourism policy process.