Presentation at the Summer School "Leadership and Governance for Sustainable Tourism" - 2nd July 2014 Finland

1. Successful
Tourism
Strategic Plans
for Destinations
Dr. Harsh VARMA
Director
UNWTO Technical Cooperation Programme
Coverphoto©UNWTOWTD2011

2. • An integrated framework that provides a roadmap/
plan of action for the achievement of policy
goals through the implementation of programmes,
projects, targeted actions and allocation of resources
• It guides the policy implementation and provides a
framework for interaction
What is a TOURISM STRATEGY?
TOURISM STRATEGY

3. TOURISM STRATEGY
TOURISM POLICY
TOURISM DEVELOPMENT
TOURISM STRATEGY
NATIONAL DESTINATION
• The development of a strategic tourism plan draws
on the goals and priorities set by relevant stakeholders on
planning, development, and management of tourism at
national and/or destination level

4. TOURISM STRATEGY
• Clear guidelines for action in the short/medium
term, developed for medium/long term (5-15 years)
• Central to this is the articulation of roles/
responsibilities
• Partnerships are essential
Tourism Strategy advises on how to achieve the
envisioned tourism policy goals

5. DESTINATION STRATEGIC PLANS
Existing Models
o Visitor
o Environment
o Residents
o Businesses
VERB
Model
VICE
Model
o Visitor
o Industry
o Community
o Environment

6. DESTINATION STRATEGIC PLANS
New Dimensions
Pentagular Partnerships
Eco-system
DESTINATION STRATEGIC PLANS
New Dimensions

7. • Partnership with visitors (the users)
• Partnership with private sector (the
drivers)
• Partnership with Government (the
regulator)
• Partnership with global sales and
distribution networks (the leverage)
• Partnership with citizens and
communities (the beneficiaries)
Pentagular Partnership
DESTINATION STRATEGIC PLANS

8. • Uses ecological metaphors derived
from nature
• As with organisms in nature, sector
becomes proactive
• Develops mutually beneficial symbiotic
relationships with critical partners
• Seeks to identify, understand and
manage the factors on which the
sector depends
• Adopts an integrated approach
• Develops naturally and organically
The Eco-System Approach
DESTINATION STRATEGIC PLANS

9. • Results-driven partnerships
• Engage, plan, invest, implement and monitor strategically
• More comprehensive alignment
• Winning measure of operational coordination
• Captures all available energy including planning,
development, investment, marketing and capabilities
Pentagular Partnership + Eco-System Approach
DESTINATION STRATEGIC PLANS

10. Component Visitor Experience
Visitor
Experience
MICE
Visitor
Services
Place
Value
Cuisine
Night
Ent
Events
Attractions &
Interest
Accommod-ation
Accessibility
People &
Cultural
Retail
DESTINATION STRATEGIC PLANS

11. • Product specific: sun/sand/sea (Ibiza), culture (Rome),
nature (the Grand Canyon), iconic (Agra and Siem Reap),
shopping (Hong Kong)
• Product enhancement: Maldives
Thematic Strategies
DESTINATION STRATEGIC PLANS

12. • Product invention: Dubai, Singapore
• Product diversification: Egypt – culture →holiday and
leisure
• Economic diversification: Las Vegas
Thematic Strategies
DESTINATION STRATEGIC PLANS

13. • New destinations: Croatia, Slovenia
• Repeat visits: Phuket, London
• Long-stay: Bali
• High value-low volume: Bhutan,
Gorilla tracking (Uganda, Rwanda)
• High value per capita: Costa Rica
• Round-the-Year: New York, Morocco
Marketing Strategies
DESTINATION STRATEGIC PLANS