Strategic reviews

  • Policy development
  • Implementing policy at local and regional level
  • Product and Policy launches
  • Brand development and marketing campaigns
  • Developing marketing plans
  • Communicating with stakeholders
  • Public relations

We believe that the process for preparing a destination’s tourism strategy should focus around three questions:

  1. Where are we now?
  2. Where do we want to be in the future?
  3. How are we going to get there?

Key elements of our approach include:

Developing an aspirational and comprehensive vision for tourism in the destination by the stakeholders. This vision creates a detailed picture of how the destination will develop over a period of time.

Stakeholder engagement and ownership. Engaging with, and using the knowledge and expertise of the stakeholders in an area is a key part of achieving the ownership of the strategy’s implementation. Typically this occurs at different stages – e.g depth interviews early on to gain knowledge, workshops later to shape strategy, and consultation, often including workshops, to check and gain buy in.

A market-led approach. Market trends and forecasts, together with intelligence about future customer needs and motivation where available, inform every stage of the strategy work. The mix of markets to be targeted, taken together, should enable a destination to build good, high-yield business, all year round.

An integrated approach to product development and promotion, in the form of a limited number of major campaigns (embracing product development and promotion) directed towards market segments that have greatest potential for the destination.