Strategic Planning For Tourism Development

Tourism Strategic Plan

Tourism for any country plays an important role in its economic development and not only it helps in the economic development but also promotes globalization of economic relationships. Tourism promotes flow of currency between different countries and regions. This is the region that tourism is considered as the evolution of the economy by most of the researchers (Bunghez, 2016). Most of the researchers emphasised on considering tourism as the engine for economic development and also a tool that can improve the quality of life of people and societies. But due to some non-sustainable and uncontrolled development of tourism activities, there are threats of destruction of natural resources, congestion of traffic. Other issues that this industry is facing include consolidated and major destinations are giving tough competition to the smaller and emerging destinations (Lickorish & Jenkins, 2007). Due to the growth of the other competitor destination, the actual tourism market is getting very aggressive. Due to this rising competition, it has become difficult for the new competitors to enter and establish into the market. Thus it requires proper management of the destination (Telfer & Sharpley, 2015).

Therefore, there is need for developing new processes for the tourism development. It requires proper planning and making strategies for the growth of tourism and while also maintaining heritage culture and protection of natural resources (Broadhurst, 2002). A strategic planning for the tourism is a process of developing policies that help the country to grow its tourism industry. It requires a lot of research to develop a strategic plan for the development and enhancing the tourism of a country (Ladeiras et al., 2010). Strategic planning requires analysis of micro and macro level planning and through which it can be found about the local and national level problems or issues and also suggest ways for resolving those issues. It is therefore, strategic planning helps and removes the hurdles from the development of tourism industry (Collier, 1995). Strategic planning for the tourism consist of several steps which includes initiation with the objective identification of the planning, then assessment of the business surroundings, then finding alternatives for the problem and the plan, and finally develop policies that help in order to achieve the objectives and the goals of the strategic planning (Mandurah, 2009).  Tourism is one of the largest industries for most of the countries.  In England too, tourism is one of largest industries that contributes around £97 billion to the England’s visitor economy. But due to the less research on tourism in cities, it has led to decrease in tourism in cities. In this report, some strategies for the development of tourism are discussed in detail (London, 2015).

Strategic planning in tourism plays a vital role. It gives knowledge about latest trends and needs of customers, that they can include in their services in order to make their tourists more satisfied. The entire strategic planning revolves around the customer needs and wants. The strategic plan that is discussed here will increase the tourism supply in England and make it more sustainable and competitive (Dredge & Jamal, 2015). While considering the present situation, this plan for tourism development will make full use of competitive advantage.

Plan A

This plan focuses on specialising, innovating, and integrating the amenities of the country. Tourism among the major attractions is the main strategy of the plan by making these destinations more sustainable and innovative. This can be done by promoting wider distribution of tourist flows as creating more and alternative modes of travel so that knowledge regarding the heritage present in the country is spread, promoting heritage sites not just as the historical assets but as cultural landscapes as well (Martins, 2018).

As per the trends of recent years, people are looking for tourism destinations that combine many aspects like nature, culture, tradition, landscape, and food and wine in order to experience great holiday. The plan can contribute for defining the protected areas as the major tourist product, while keeping priority on protecting natural resources, by upgrading the offer. This focuses on providing extended services to the tourist like resorts, beaches, spas, open air, food and wine that will begin the discovery of artistic heritage and historical culture of the country (Tarasionak, 2014). This plan also promotes small tourist destinations like mountain regions which contribute in the conservation of environment.

The plan use alternative routes and links like roads and paths between the major destinations and minor areas where the tourist flow can be concentrated. The main focus of the strategy is on innovation both in the product and the process. The major destinations are highly appealing irrespective of their size and attract large number of tourist because of their rich heritage cultures, seaside areas, art, and spa towns. These destinations can be used in expanding the supply (Windsor, 2017). Several features of the England make it the leader in city tourism. UK has a network of cities and each city is known for its individuality and values. Due to the urbanization and the movement of population towards larger cities, government of England is focusing on enhancing medium-sized cities (Cityoflondon, 2013). So under the action in these cities, through tourism, environment and landscapes are redeveloped. Sustainability is the main element of the plan that appeals for shifting the tourist flow towards the small destinations and less use of certain territories. It therefore requires working with local communities and territories in order to create proper sustainability policies for tourist flow (Visitengland, 2010). The tourism supply from the major destinations is shifted to the emerging territories by enhancing the identity of these places. In development of destinations, three specific target areas are listed below:

1. Improve strategic tourist sites: Destinations that has attractive resources, services, and infrastructure where defined tourism products are available must be acknowledged. This is done through creating a catalogue for the England that consist of destinations that need to be identified and policies for the improvement of the territorial site. Together with the involvement of operators and relevant institutions, promotion and enhancement of the destinations is to be performed(AZIRI & NEDELEA, 2013). Areas that already has strong tourist appeal, needs to improve the quality of governance, cooperation between public-private partnership and institutions, to develop more diversified and innovative tourism for these sites.
2. Enhance Emerging Tourist Destinations: Emerging tourist destinations has potential to attract the tourist but are not recognised as tourist destinations yet. These can be benefited by connecting them with major destinations and better distribution of visitor flow. Tourist products can be created in these areas. In these areas, tourism can be developed by enhancing other territorial resources like material culture and agriculture of the location(Shilibekova et al., 2016).
3. Expand, Diversify and Innovate the Supply: This target aims at the increase in overall capacity of tourism supply in order to create new products through using results derived from scientific research for this sector, developing international demand, and enhancing the underused resources. To satisfy the changing demands of the tourist, tourist destinations should increase their supply by introducing new “themed” initiatives like historical paths, cycle tourism, food and wine tours, roads, footpaths, open air tourism, musical and literary itineraries, and reuse of underused heritage buildings(Giampiccoli & Mtapuri, 2015).

This plan aims to develop appropriate conditions for revival and consolidation of tourism industry. Target of this plan is divided into five specific targets as below:

1. Digitisation of Tourism System: With the direct involvement of local and regional businesses, new network services can be developed by increasing investment in the digital infrastructure. Digitisation results and help in information management, promotion of supply, exchange of information between different tourist portals, development of central platform for tourism operator and enterprise database, and many more(Härting et al., 2017).
2. Including Infrastructure Network to Enhance Accessibility: To improve the mobility of tourist, infrastructure improvement is necessary. A ‘soft mobility’ plan and strategic projects can be helpful to develop infrastructural network in the country which will include roads, railway lines, cycle routes, and promotion of tourism. It is also planned to encourage inter-modality, through enhancing the heritage infrastructural to make them more attractive and promote their sustainable development(Eichhorn & Buhalis, 2011).
3. Enhance Hospitality Skills: It is important for tourism development. Today, tourists are educated and want best services in return of what they pay. Enhancing hospitality skills means developing professional skills. For this, there is need of innovative training methods which just not includes only class room training but also some professional courses from university to get graduation and post graduate degrees (Luka, 2015).
4. Develop and Distinguish Tourism Businesses: This target is categorised in two strategies. Here enterprises are provided cultural and organizational support through financial and tax incentives for progress in quality in tourism industry as reward. It encourages cooperation between different firms, cooperation between public sector and enterprise for providing integrated and systemic supply at territorial level, and creating networked hospitality supply models through tax credit mechanism(Triarchi & Karamanis, 2017).
5. Regulatory and Organisational Framework to Promote Development: To improve the sector competitiveness, a system with stable and clear rules is needed. A coordinated review of rules and regulations is therefore needed as it affects a large number of aspects liked to the competitiveness of tourism industries:

• Deduction in taxation;
• Improved action plans to counter any kind of illegal practices, by rewarding those who avoid illegal employment practices and ensure legal working conditions, in order to protect tourists and ensure quality standards(Beniculturali, 2017).

This plan emphasise on creating effective marketing for tourism development. This strategy promotes England brand in a coordinated manner through different marketing tools like on-line tools to attract the visitors from domestic and international. The vision of England to become the leader in global tourism requires a marketing strategy for its brand and its tourism products’ portfolio.

1. Strengthen Attractiveness of England Brand: A marketing strategy should consist of actions and instruments that can penetrate into existing and new markets. Promotion should be effective enough to attract tourists and encourage them to share their experiences that influence others(Hall, 2008). A strong marketing strategy therefore requires a greater coordination between all those involved in promoting and building England brand (Richards, 2010).
2. Expand Market and Demand: Market expansion should be the major trait of destination marketing. Expansion of market is achieved through shared strategies that boost different segments of international tourist demand(Moutinho, 2011). According to the potential for future revenues, national marketing can be divided into three market categories: mature markets, has the highest potential for the England tourism revenues; major markets are those that have average degree of importance for the country; and new markets, which has scope for growth and can be, strengthened in future (Vellas, 2016).

Therefore, diversified actions are required for this target that revive mature destinations, support to developing ones, and promotion of less seasonal destinations that has potential for growth.

Plan B

This plan targets on effective and participatory governance policies that support in establishing the strategies and policies made for development of tourism. Every plan and strategy model requires support of governance mainly in its implementation phase. Elements of governance model include Standing Committee on Tourism promotion, tools that ensure proper implementation and functioning of plan, and participatory platform (Turismo, 2017).

Since so far, many authors described the importance of planning in tourism. According to Gunn, planning helps in to create plans for a better future and also the actions that are required to implement them. In tourism sector, the plans and objectives of tourism can be achieved more efficiently and effectively if these are planned properly and integrated with the development plan of country. A strategic planning at all the levels and good management is necessary to maximise the tourism benefits and also minimise or prevent occurring of problems (Flax, 2018). Other benefits of planning include minimising potential negative impacts, increase economic returns, and thus enhancing positive response from the local community. Planning can also help in the development of areas or destinations which are not being developed yet by providing the necessary and proper guidelines. And the areas which are well established already, planning helps to revitalize that sector and in maintaining its future viability. Tourism planning help in achieving the long term sustainable development of the area, and ensure that the cultural, natural, and all other resources are conserved for future use. In addition to that, it also provides benefits to the society and tourist satisfaction which is must for success in tourism. Tourism development plan of an area provides a framework, through which development policies will be implemented, local values will be reflected in the development, and thus provide overall benefit to the tourism industry (Ossa, 2018). Tourism planning not only analyse the current situation but also provide recommendations for improving the area while keeping the sustainable development on priority.

One of the destinations of England that has benefited from the tourist development plan is Birmingham. In order to improve the tourism of Birmingham, government of England developed a framework in which design and infrastructure of city centre streetscape of Birmingham is improved and evolved with an objective to improve the experience of visitors in Birmingham. By conducting a proper survey it was found that there is need of improvement in signage and way-finding in Birmingham (Qing-sheng, 2011). There were 47 signage systems through the city centre and that were also of the poor quality as many of the systems were disjointed due to the providers who seeks different aims from their signage. With the help of partners and stakeholders, marketing Birmingham in order to find a solution, appointed a city ID for the development of a new way-finding system.

The final system design consists of pedestrian way-finding along with public transport information to move from city to Birmingham and the journey of individual was kept on priority. This considered the importance of user and each individual may use walk, cycle, bus, or train across a single journey. Therefore, their options for travelling were catered at each decision making point without willing them to reinterpret information again and again. For this information is provided to the people by using number of means like heads-up, on-street, and map based totems in integration with public transport (Hingtgen, 2018). 2010 Visitor survey reported that 23% people were dissatisfied with signage and mapping in Birmingham. Therefore, marketing Birmingham set the target improving this situation. The aim was to reduce the dissatisfaction by 10%. Marketing Birmingham along with stakeholders hoped that the satisfaction level of visitors will increase once the system had bedded into the city. But, in 2013 visitor survey, it showed only 8% of respondent was dissatisfied. The Birmingham partners were keeping on integrating the pedestrian way-finding and public transport. It took longer time to develop partnerships that involve big organizations but for the first time a major project had been developed. Other newer organizations also joined the project and invested funds in promotional campaigns, events, visitor information, magazine insert, and way-finding (Vellas, 2016).

Plan C

Source: (Visitengland, 2010)

Specialized plans are required to achieve the objectives mentioned above for tourism development. For this various kind of approaches and techniques are defined by researchers. For development of tourist strategy, there are commonly seven planning approaches are given which are systems approach, integrated approach, community approach, systematic approach, comprehensive approach, environmental and sustainable approach, and implementable approach (Bruce, 2018).

Most of the times it is complaint that the tourism is overpowered or dominant by outsiders in particular area and the locals do not get benefits from the tourism. This makes the host community feel like alienated in their own place. To solve this issue, Community based Tourism (CBT) has been introduced. In CBT, community is placed on the highest priority of tourism development. CBT models for tourism development include local community for tourism facilitation at every stage. CBT is a type of sustainable tourism that provides local residents an alternative source of income through involvement in running and management of small tourism projects. It also helps in encouraging the local culture, traditions, and natural heritage (Okazaki, 2011). CBT is described as a local tourism that favours local service providers and focuses mainly on interpreting and communicating local environment and tradition. This tourism is supported by local government, community, and non-governmental organizations. CBT ensures the involvement of local community for planning and maintaining tourism development to develop a sustainable industry. Community Based Tourism is the only tourism that considers cultural, environmental, and social sustainability. It is a visitor based interaction that generates benefits of conservation and economic for both environment as well as local communities (Nair & Hamzah, 2015).

As compared to the global trends, India opened for tourism a little late. Therefore, opening and discovering more destinations in small and remote areas. Rural tourisms are mostly conceived within the framework of Community Based Tourism, which promotes community development, poverty elimination, conservation, and cultural heritage. 2002 tourism policy of Indian government considered dynamics of rural and community based tourism and adopted the rural tourism concept to introduce the rural life of country side to the visitors. This scheme of rural tourism was initiated with the objective of introducing rural life, culture, art, and heritage at rural locations (Anuar & Sood, 2017). The intention behind this approach was to provide benefits to the local community socially as well as economically and also enable interaction between local community and visitors for enriching experiences.

• Generates independent source of income for the development of community;
• Creates employment for local community;
• Enhance community pride;
• Promotes respect for different traditions and cultures;
• Encourages environmental responsibilities;
• Encourage the need of new job skills;
• Develop new professions;
• Increases community power(Blackstock, 2005).

• Environmental and cultural devastation;
• Fringy employment;
• Less profit to host state as authorities fail to retreat revenue enhancements;
• Occurrence of destructive and illegal economical activities;
• Low benefits;
• Seasonal employment;
• Anti-democratic collusion(Blackstock, 2005).

Today, in the tourism industry, heritage tourism has become one of the fastest growing components. It is because of its ability to attract large number of international tourists and contributes billions of currency in the economy of host country. Heritage tourism is a money spinning industry; hence to preserve the valuable heritage products various initiatives are being undertaken (Elsorady, 2014). One best practice to preserve the historical buildings and heritage products is adaptive reuse. Adaptive reuse uses tools for repairing the obsolete historical buildings. Using these adaptive reuse concepts, many heritage buildings around the world have been converted into museum and these museums are attracting millions of visitors (Cegar, 2014). Adaptation of a historical architecture is economically viable as compared to demolishing and reconstruction as it requires higher cost. It is more economical to reuse an existing building with new uses rather than building a new one. It has provided several benefits to the urban areas in terms of sustainable environmental, social, and economic.

Plan D

Kentish town baths is one of the historical buildings that are now used for tourism. It is located in northwest London. Formerly it was a small settlement on the river fleet. In the beginning of 19^th century, modernisation led to vanishing of rural qualities of area, River Fleet, and the historic buildings in the area (Macdonald & Cheong, 2014). Urbanisation and availability of transport from London to this site, it became a popular resort. In early of 20^th century, Kentish town was used by several organ and piano manufacturers and was known as The Piano Journal. St Pancras is a largest municipal building in Kentish town which was opened in 1903. It is a public bath which consists of separate men’s and women’s bath. But it was closed I 2007 for refurbishment (Theguardian, 2010). Within a limited budget, restoration of Kentish Town Baths was achieved with partnership of Camden Council. The aim was saving the architectural features of the building while creating new facilities for the residential accommodation that ensures future running and maintenance costs of the new centre from rental revenue. This historic building has many facilities for the local community including three pools for lane swimming, gym, and fitness classes. This centre is promoting healthier lifestyle by providing various programmes that includes 60 fitness classes in a week, karate, swimming classes, birthday party of children and women only sessions (Better, 2018). With the restoration of the building, people of the area are pleased as it is providing so many facilities under one roof. It is improving the lifestyle of people by providing access to fitness centre. Economically also it is generating revenue from the rental income for the area.

Conclusion

From the above discussion it is concluded that tourism is very important for the economic growth of a country. Tourism also enhances economic relationships between the different countries. Today, tourism is even considered or plays a part of engine in the economic development as for some of the countries it is the most important source of revenue. Tourism not only supports the economic development but also contributes in improving quality of life of people and community as they get the chances of experience new cultures and traditions. But as we observed that due to the globalisation, there are some threats to the environment as some uncontrolled and non-sustainable practices of tourism are performed. In order to promote tourism and achieving the sustainable development, there is need of proper strategies and planning for the tourism. Researchers have derived the importance of planning in the tourism. Planning ensures the proper tourism flow, conservation of environment, and currency revenue within the country. The main objective of strategic planning in tourism is visitor satisfaction while maintaining sustainable development. Strategic planning that is defined in this report consist mainly four plans for promoting tourism in England. Plan A focuses on innovating and specialising the major attractions of the country. This plan targets on the improvement of strategic tourist sites, by the means of providing facilities of transportation; expansion and promotion of emerging tourist destinations that has the potential of attracting more visitors; and expanding the diversify and innovative supply of products. Plan B targets visitors by digitisation of the tourism, enhancing hospitality skills, inclusion of enterprises in the tourism business, and the role of regulatory bodies in the promotion of tourism. Plan C targets on strengthening the tourism brand of a country and the expansion of the market. And finally the Plan D targets on using the governmental organizations and regulatory bodies to implement policies made for the tourism development. For the implementation of strategic planning for the tourism, there are seven approaches which are systems approach, systematic approach, integrated approach, community based approach, implementable approach, environmental and sustainable approach, and comprehensive approach. This report discussed about the community based approach for the tourism that focuses mainly on the development of host or local community through tourism. India is best example of implementation of community based approach for its tourism development. And at last, importance of historic and heritage building is discussed in tourism development in England. Kentish Town baths in London is the one example of adaptive reuse of historic buildings for tourism, leisure, and event functions that helps in providing benefits to the people in the area and also generates revenue for the economic development.

Tourism Planning Benefits

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