What steps can you take to develop a strategic plan for a tourist destination?

1 Assess the current situation

The first step is to assess the current situation of the destination, including its tourism assets, markets, products, services, infrastructure, policies, regulations, and performance. You can use various tools and methods to collect and analyze data, such as surveys, interviews, focus groups, observation, benchmarking, SWOT analysis, and PESTEL analysis. The aim is to understand the needs and expectations of the tourists, the gaps and challenges in the tourism supply, the external and internal factors that affect the tourism demand, and the comparative and competitive advantages of the destination.

2 Define the vision and mission

The second step is to define the vision and mission of the destination, which are the statements that describe the desired future and the purpose of the tourism sector. The vision and mission should be clear, concise, inspiring, and realistic, and reflect the values and aspirations of the stakeholders. You can involve the stakeholders in the process of creating the vision and mission, such as the local community, the tourism industry, the government, the NGOs, and the media. This can help to build consensus and commitment among the stakeholders, and to ensure that the strategic plan is relevant and responsive to their needs and interests.

3 Set the goals and objectives

The third step is to set the goals and objectives of the destination, which are the specific and measurable outcomes that the strategic plan aims to achieve. The goals and objectives should be aligned with the vision and mission, and address the key issues and opportunities identified in the situation analysis. You can use the SMART criteria to formulate the goals and objectives, which means that they should be specific, measurable, achievable, relevant, and time-bound. You can also categorize the goals and objectives into different themes or areas, such as product development, marketing, quality, sustainability, governance, and innovation.

4 Develop the strategies and actions

The fourth step is to develop the strategies and actions of the destination, which are the plans and activities that will help to accomplish the goals and objectives. The strategies and actions should be based on the best practices and evidence from the situation analysis, and consider the resources and capabilities of the destination. You can use various frameworks and models to design the strategies and actions, such as the Ansoff matrix, the Porter's generic strategies, the value chain analysis, and the balanced scorecard. You can also assign roles and responsibilities to the stakeholders who will implement the strategies and actions, and set indicators and targets to monitor and evaluate their progress and impact.

5 Communicate and implement the strategic plan

The fifth step is to communicate and implement the strategic plan, which means to share and execute the vision, mission, goals, objectives, strategies, and actions of the destination. You can use different channels and methods to communicate the strategic plan, such as reports, presentations, newsletters, websites, social media, and events. You can also use different tools and techniques to implement the strategic plan, such as project management, budgeting, risk management, quality management, and stakeholder engagement. The aim is to ensure that the strategic plan is well understood and supported by the stakeholders, and that the strategies and actions are delivered on time, on budget, and on quality.

6 Review and update the strategic plan

The sixth step is to review and update the strategic plan, which means to check and adjust the vision, mission, goals, objectives, strategies, and actions of the destination according to the changing environment and performance. You can use different methods and sources to review and update the strategic plan, such as feedback, surveys, audits, reports, statistics, and benchmarks. The aim is to measure and improve the effectiveness and efficiency of the strategic plan, and to ensure that it remains relevant and responsive to the needs and expectations of the tourists and the stakeholders.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?