Lesson 7: Types of Development & Government Involvement
Completion requirements
Unit 2
Destination Planning
Lesson 7: Types of Development & Government Involvement
"A goal without a plan is just a wish." ~ Antoine de Saint-Exupery
Four Levels of Destination Planning
Tourism can and will evolve without planning; however, the sustainability of a destination depends on whether the type and scale of tourism are best suited to the destination. Building and sustaining a tourism industry, and achieving tourism growth in balance with the local environment, social, and community values, requires strategic planning. This should involve substantial input from local agencies working collaboratively with the tourism destination management company. Effective destination management relies on a continual planning process that integrates tourism into a community's social, economic, and environmental aspirations.
Implementing sustainable tourism outcomes is a delicate balance of developing without overdeveloping, marketing without over-promoting, and managing without stifling the natural and dynamic social and cultural attributes of unique and vibrant destinations. Memorable destinations get the right balance of nature, cultural, and man-made features without threatening their sustainable future while working with the community to deliver economic, social, and environmental benefits.
Destination development is a continuous process of coordination and development of infrastructure, amenities, facilities, products, and services that support communities to deliver quality experiences for visitors and enhance residents' well-being. Managing destination development is fundamental to the successful implementation of tourism management where destination managers and stakeholders put into action the priority strategies and plans developed during the destination planning process. The destination development process should be informed by careful analysis of planning process phases and monitored throughout.
The key to unlocking the potential of a destination is understanding how it performs against a set of agreed benchmarks. The aim is to assist destination managers to identify the key factors that will influence how a destination is developed, marketed and managed over time.
The underlying principle is that it must bring together various levels of stakeholders to clearly articulate the strategy, direction, and actions for the development, marketing, and management for the future. As destination management is a cyclical and continuous process, through careful analysis of measured and monitored performance, future opportunities, and challenges for the destination and adequate strategies to improve can be implemented.
Implementing sustainable tourism outcomes is a delicate balance of developing without overdeveloping, marketing without over-promoting, and managing without stifling the natural and dynamic social and cultural attributes of unique and vibrant destinations. Memorable destinations get the right balance of nature, cultural, and man-made features without threatening their sustainable future while working with the community to deliver economic, social, and environmental benefits.
Destination development is a continuous process of coordination and development of infrastructure, amenities, facilities, products, and services that support communities to deliver quality experiences for visitors and enhance residents' well-being. Managing destination development is fundamental to the successful implementation of tourism management where destination managers and stakeholders put into action the priority strategies and plans developed during the destination planning process. The destination development process should be informed by careful analysis of planning process phases and monitored throughout.
The key to unlocking the potential of a destination is understanding how it performs against a set of agreed benchmarks. The aim is to assist destination managers to identify the key factors that will influence how a destination is developed, marketed and managed over time.
The underlying principle is that it must bring together various levels of stakeholders to clearly articulate the strategy, direction, and actions for the development, marketing, and management for the future. As destination management is a cyclical and continuous process, through careful analysis of measured and monitored performance, future opportunities, and challenges for the destination and adequate strategies to improve can be implemented.
International Level
This level of tourism planning is mostly concerned with the following:
- International transportation services
- The flow and tour programming of tourism among different countries
- Complementary development of major attractions, features, and facilities in nearby countries
- Multi-country marketing strategies and promotion programs
- international transportation services, the movement and scheduling of the tours for tourists among different counties, the development of major tourist attractions and facilities in neighbouring countries as well as the working strategies and promotional programs of many countries.
National Level
The national level of tourism planning is concerned with the following components:
- Tourism policy and physical structure
- Required accommodations, facilities, and services
- Tourism organizational structures, legislation, and investment policies
- Tourism marketing strategies and promotion programs
- Socio-cultural, environmental, and economic considerations
- National level implementation techniques such as development and short-term development strategy and project planning
- Infrastructure facilities
- The tour routes within the country and their connections
- Tourism organizational laws and investment policies
- National tourism marketing strategies and promotions
Regional or Provincial Level
Regional or provincial tourism planning is often created within the framework of an existing provincial policy. Regional planning emphasizes the following elements:
- Regional policy
- Regional transportation entry points
- Kinds of tourist attractions and their locations
- The amount, kinds, and location of tourism accommodations, facilities and services
- Location of tourist development areas includng nearby resorts
- Socio-cultural, environmental, economic, and impact analysis
- Regional education and training programs
- Regional marketing techniques and promotions
- Regional or provincial laws, regulations, and investment policies
Tourism Business Level
This planning level revolves around the planning, design and development of specific tourist attractions, services and facilities. This level is more specific and individual than the other 3 levels. The emphasis here is on:
- The specific tourist attractions
- The location of destination elements, eg., accommodations, facilities, and services
- Entry points to the specific tourism destination
- Transportation facilities, eg., parking, accessibility
- Infrastructure, eg., how will the building and destination look and function?