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Work with local partners

Working with other businesses to capitalise on the special qualities of your locality as a tourism destination will help everyone ensure that they offer a quality experience to visitors.

Tourism businesses should work together to take the following five steps to develop a destination plan that links local products and creates an image, vision and brand for their area.

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Establish a destination development group

Identify local stakeholders, review development plans already in place and form partnerships with relevant local businesses.

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Understand your destination and visitors

Compare what your area offers to what visitors want. Find out how to research and identify the lifecycle of your destination and define a new vision for the area.

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Develop your vision and strategy

Develop your destination plan by establishing specific stages of action and agreeing a shared vision statement.

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Write a destination plan

Put your destination plan together by answering key questions, identifying available resources and setting achievable goals.

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Implement the plan and monitor success

Execute the plan with the help of the whole group, making sure to record successes and failures.

Key terms

Tourism destinations

Tourism destinations are generally known for a key attraction or activity that makes them a ‘must-go-to’ place. Their brand, product, reputation and marketing efforts are built around that key identity.

Supplementary products and attractions are then developed to give the tourist a complete experience. This can be a small or a large area, depending on who wants to get involved.

Destination plan

A destination plan need not be a long, complicated document. It should contain a list of agreed actions which will help to fill product gaps, link products in an area, improve the visitor experience and help the destination achieve standout and recognition.