Writing tourism development plan

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Writing tourism development plan

  1. 1. Nature of Tourism Development Plan
  2. 2. 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?
  3. 3. Tourism planning • Types of planning o Short range  1-4 years o Long range or strategic  5-10 years or longer o Continuous
  4. 4. Planning process 1. Background information & inventory 2. Goals 3. Theme development 4. Objectives 5. Prioritize recommendations 6. Action plan 7. Evaluation strategies 8. Write plan 9. Implement plan 10.Evaluate implementation
  5. 5. 1. Background information & inventory 2. Goals 3. Theme development 4. Objectives 5. Prioritize recommendations 6. Action plan 7. Evaluation strategies 8. Write plan 9. Implement plan 10.Evaluate implementation Planning process Get feedback throughout the process!!
  6. 6. Planning process Adapt it for your planning area!! 1. Background information & inventory 2. Goals 3. Theme development 4. Objectives 5. Prioritize recommendations 6. Action plan 7. Evaluation strategies 8. Write plan 9. Implement plan 10.Evaluate implementation
  7. 7. 1. Background Information • Issues & constraints • Concerns of residents • Inventory • Marketing analysis • Local decision makers, government agencies, & NGOs to be involved
  8. 8. 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?
  9. 9. 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?
  10. 10. Example: Inventory • Resources • Attractions • Facilities & services
  11. 11. Example: Marketing analysis • Market identification o Visitor interests & needs o Group composition o Visitor area of origin o Education o Gender o Length of stay
  12. 12. Example: Marketing analysis • Market position o What is the market position of the Town of Eden?
  13. 13. Example: Public participation Who are the following for Eden? • Local decision makers • Government agencies • Non-governmental organizations • Residents
  14. 14. 2. Goals • The end product resulting from implementation of the tourism plan. • Goals should be: o Specific o Attainable o Feasible
  15. 15. 3. Theme development • The concept or idea that... o unifies the attractions and resources in an area AND o 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.
  16. 16. 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
  17. 17. 4. Objectives • Objectives = Recommendations • Statements that clearly identify how goals will be accomplished. • Objective statements should include WHO - WHAT- WHERE - WHEN - WHY
  18. 18. Types of objectives NOTE: Objectives = Recommendations • Regional (linkages between attractions & facilities) • Site • Marketing, promotional, & interpretive • Contingency
  19. 19. 5. Prioritize recommendations • Prioritize by: o Necessity (infrastructure first, promotion later) o Budget o Staff capacity o Visitor needs o Accomplishment of goals
  20. 20. 6. Action Plan • A detailed account of how you will implement your objectives. • Includes: o Steps involved o Person/Organization responsible o Timeline for completion o Potential funding sources
  21. 21. Example: Action plan Objective: Enlarging the distribution of The Overlook newsletter… Steps: Research & identify organizations & schools not affiliated with CNE in the Central NY area Who: CNE staff Completion: 3 months Budget: CNE (staff responsibility)
  22. 22. 7. Identify evaluation strategies • Identify evaluation & monitoring strategies before plan is implemented!
  23. 23. 8. Write plan • Introduction • Area assessment & enhancement • Facility/service assessment & enhancement • Marketing, promotions, & interpretation • Evaluation • Public participation & support • Recommendations • Conclusion
  24. 24. 8. Write plan • Introduction • Area assessment & enhancement • Facility/service assessment & enhancement • Marketing, promotions, & interpretation • Evaluation • Public participation & support • Recommendations • Conclusion Assessment report
  25. 25. 8. Write plan • Introduction • Area assessment & enhancement • Facility/service assessment & enhancement • Marketing, promotions, & interpretation • Evaluation • Public participation & support • Recommendations • Conclusion Recommendations report
  26. 26. 9. Implementation • The hardest step of the planning process! • What holds up implementation? o Budget constraints o Time constraints o Lack of staff or volunteers o Lack of leadership o Political issues
  27. 27. 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).
  28. 28. Strategic Tourism Development Plan Product Development Infrastructure Development Marketing & Promotion Tourism Development Concept (Comparative Advantage) Human Resource Development Skills Trans fer & Capa city Build ing Institutional Development Investment Opportunities Implementation Framework Economic Impact Analysis Investment Programme De ma nd an d Sit uat ion al An aly sis

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