Nature of Tourism Development Plan

What’s the way to approach & convince my best targets?

Who am I?

What is my mission?

Who are they?

What do they want?

How can I get to know them

better?

How can I reach them?

Tourism planning• Types of planning

o Short range 1-4 years

o Long range or strategic 5-10 years or longer

o Continuous

Planning process

1. Background information & inventory2. Goals3. Theme development 4. Objectives5. Prioritize recommendations6. Action plan7. Evaluation strategies8. Write plan9. Implement plan10.Evaluate implementation

1. Background information & inventory2. Goals3. Theme development 4. Objectives5. Prioritize recommendations6. Action plan7. Evaluation strategies8. Write plan9. Implement plan10.Evaluate implementation

Planning process

Get feedback throughout the process!!

Planning process

Adapt it for your planning area!!

1. Background information & inventory2. Goals3. Theme development 4. Objectives5. Prioritize recommendations6. Action plan7. Evaluation strategies8. Write plan9. Implement plan10.Evaluate implementation

1. Background Information• Issues & constraints • Concerns of residents• Inventory • Marketing analysis• Local decision makers, government agencies,

& NGOs to be involved

Example: Issues & constraints

Potential & existing issues/constraints:• Environmental impacts• Social impacts• Economic impacts

What are some existing issues and constraints for the Town of Eden?

Example: Resident concerns

• Protecting and improving water quality• Maintaining small town atmosphere• Protecting natural & cultural resources• Developing a sustainable economy

What are some concerns of residents of the Town of Eden?

Example: Inventory• Resources• Attractions• Facilities & services

Example: Marketing analysis

• Market identificationo Visitor interests & needs o Group compositiono Visitor area of origino Educationo Gendero Length of stay

Example: Marketing analysis

• Market positiono What is the market position of the Town of Eden?

Example: Public participationWho are the following for Eden?• Local decision makers• Government agencies• Non-governmental organizations• Residents

2. Goals• The end product resulting from

implementation of the tourism plan.

• Goals should be:o Specifico Attainable o Feasible

3. Theme development

• The concept or idea that...o unifies the attractions and resources in an area

ANDo that you want visitors to leave with.

• Themes are written in sentence format and are used for staff purposes only!

• The theme should reflect the marketing position.

Example: Theme• Central New York is a rich and dynamic

mixture of landscape narratives that reveal opportunities for an individual and collective sense of belonging, understanding, stewardship, and celebration of the evolving natural world.

CNE theme

4. Objectives

• Objectives = Recommendations • Statements that clearly identify how goals

will be accomplished.• Objective statements should include

WHO - WHAT- WHERE - WHEN - WHY

Types of objectivesNOTE: Objectives = Recommendations

• Regional (linkages between attractions & facilities)

• Site • Marketing, promotional, & interpretive • Contingency

5. Prioritize recommendations

• Prioritize by:o Necessity (infrastructure first, promotion later)o Budgeto Staff capacityo Visitor needso Accomplishment of goals

6. Action Plan• A detailed account of how you will implement

your objectives.

• Includes: o Steps involvedo Person/Organization responsibleo Timeline for completiono Potential funding sources

Example: Action plan

Objective: Enlarging the distribution of The Overlook newsletter…

Steps: Research & identify organizations & schools not affiliated with CNE in the Central NY areaWho: CNE staffCompletion: 3 monthsBudget: CNE (staff responsibility)

7. Identify evaluation strategies

• Identify evaluation & monitoring strategies before plan is implemented!

8. Write plan• Introduction• Area assessment & enhancement• Facility/service assessment & enhancement• Marketing, promotions, & interpretation• Evaluation• Public participation & support• Recommendations• Conclusion

8. Write plan• Introduction• Area assessment & enhancement• Facility/service assessment & enhancement• Marketing, promotions, & interpretation• Evaluation• Public participation & support• Recommendations• Conclusion

Assessment report

8. Write plan• Introduction• Area assessment & enhancement• Facility/service assessment & enhancement• Marketing, promotions, & interpretation• Evaluation• Public participation & support• Recommendations• Conclusion

Recommendations report

9. Implementation

• The hardest step of the planning process!• What holds up implementation?

o Budget constraintso Time constraintso Lack of staff or volunteerso Lack of leadershipo Political issues

10. Evaluate implementation

• Use evaluation strategies identified in step 7 to monitor & evaluate the implementation of plan.

• Evaluation should occur at scheduled intervals (e.g., every 3 years).

Strategic Tourism Development Plan

ProductDevelopment

InfrastructureDevelopment

Marketing &Promotion

Tourism Development Concept(Comparative Advantage)

Human Resource Development

Skills Transfer & Capacity

Building

Institutional Development

Investment Opportunities

Implementation Framework

Economic Impact Analysis

Investment Programme

Demand and

Situational Analysis