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.
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.