A series of principles to follow when considering destination management.

1. The ten Principles of Destination Management
Maureen McAllister
McAllister and Co
www.mcallisterandco.co.uk
www.mcallisterandco.co.uk

2. The ten Principles of Destination Management
1. Engage all partners
 Industry, stakeholders, public
bodies
 Structures and funding routes
1. PARTNERSHIP
2. Assess the potential
 Market position
 Trends and competitors
 Strengths, weaknesses,
2. POTENTIAL
opportunities and threats
3. Create a clear strategy
3. PLAN  The business case
 Priorities and targets
 Long term thinking
www.mcallisterandco.co.uk

3. The ten Principles of Destination Management
4. Review the infrastructure
 Roads, ports of entry
 Transport links
 Signage, accessibility, ICT
4. PLACE
5. Get the product right
 Accommodation, food and drink
 Events, festivals, culture
5. PRODUCT  Places to visit
 Information
6. Recognise the power of people
6. PEOPLE  Welcome
 Awareness of tourism
 Local market
 Visiting, Friends and relatives
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4. The ten Principles of Destination Management
7. Deliver the highest quality
 Skills and workforce training
 Industry ratings and service
quality
7. PRESTIGE  Customer care
8. PROFILE
8. Be seen and be heard
 Internal and external
communications
 Press and media relations
9. PROMOTION 9. Sell the destination
 On-line / off line
 Social media
 Traditional brochures
 Booking mechanisms
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5. The ten Principles of Destination Management
10. Review and monitor (everything)
PARTNERSHIP PLANS
 Overall tourism performance
and economic impact
PROMOTION POTENTIAL
 Customer satisfaction and visitor
surveys
10. PERFORMANCE  Evaluation, return on investment
PROFILE PLACE
 Market trends
 Industry performance and views
PRESTIGE PRODUCT
PEOPLE
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6. The ten Principles of Destination Management
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