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Tourism Development

Rock formation, Laverton WAFor tourism destinations wanting a competitive edge over other destinations, Advance Tourism is very experienced with development of Tourism Development Plans and Strategic Plans that deliver results.

Tourism Development is a term to describe long term strategies to develop the tourism industry whether it be local, regional, state or national.

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Like any commercial industry, tourism has certain core elements that need to be considered as part of any strategy. They are:
Investors
Who are they and what do they want from a successful tourism industry? Stakeholders who have invested capital to develop a business seek a continuing return on investment. Communities that contribute funds for infrastructure and destination marketing want tourism to contribute to local economies.
IT IS AT THIS point, CORPORATE OBJECTIVES ARE DEVELOPED THAT GUIDE FORMULATION OF THE PLAN AND ITS IMPLEMENTATION.
Customers
Motivating customers to visit the destination is linked with the marketing process - analysing market opportunities, assessing the competition, researching and selecting target markets, designing marketing strategies, planning marketing programs, implementing and controlling the marketing effort. Market communication, web marketing and distribution channels are vital, more important today than ever before.
CUSTOMERS, WHO ARE THEY? WHERE ARE THEY LOCATED IN AUSTRALIA AND OVERSEAS? WHAT DOES THE DESTINATION OFFER THAT WILL ENTHUSE THEM TO VISIT?
Product
Having the right product available and development of new product for future demand is linked directly to marketing. With market demand research and trend monitoring, it is possible to determine shortfalls with existing product and identify future needs to meet changing consumer demand trends.
IT IS A FACT THAT CONSUMER TRENDS ARE CONSTANTLY CHANGING. OTHER INDUSTRIES IN AUSTRALIA CONDUCT MARKET RESEARCH AND RETAIN PROFESSIONAL ADVICE TO MONITOR CONSUMER TRENDS. BUT NOT TOURISM, HERE IS AN OPPORTUNITY FOR PROGRESSIVE DESTINATIONS.
Destination Marketing Organisations
So many Tourism Development Plans produced across Australia overlook reviewing the capacity and resources of Destination Marketing Organisations (Local, Regional or State Tourism Organisations) to deliver effective destination marketing. No other industry in Australia would produce a strategic plan without analysing whether the Organisation, its personnel resources, marketing strategies, web marketing, business development programs, distribution and other activities are capable of delivering the plan and meeting the objectives. Tourism Development
EXAMINE ANY TOURISM DEVELOPMENT PLAN PRODUCED ANYWHERE IN AUSTRALIA AND IT WILL BE FOUND, UNLIKE OTHER COMMERCIAL INDUSTRIES, THE PLAN GIVES VERY LITTLE ATTENTION, IF ANY, TO THESE IMPORTANT PLANNING CONSIDERATIONS.
Funding the plan
Many tourism plans fail to address this important aspect of any Tourism Development Plan. Similar plans produced in the private sector regard this as imperative information. This section should be examining the funds needed to operate the organisation, funds needed for destination marketing, budgeted development activities e.g. market research or technology advances, etc. Most important are budgeted revenues expected from all sources including commissions and contributions from cooperative marketing programs.
THIS IS A TOOL TO IMPRESS FUNDING AGENCIES. IT IS ALSO A VALUABLE REFERENCE FOR MANAGEMENT BY THE BOARD AND MANAGEMENT TEAM AS IT IS BEING IMPLEMENTED.
Measurable outcomes
Again, unlike the private sector in other industries, Tourism Development Plans produced by the public sector across Australia always lack any forecast measureable outcomes against which the plan's success can be compared.
THIS IS VITAL INFORMATION TO GUIDE THE ORGANISATION'S BUSINESS OPERATIONS.

When experience and results count, call
Norm White
Advance Tourism
Melbourne
Tel: (03) 9888 1572  Mob: 0409 198 531

advtour@netspace.net.au

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Enhance your appeal (and your results)

Websites today are like shop windows, and play a critical role in offering customers a taste of what a location has to offer.

One way of engaging customers on your website is with a live webcam. This provides a real sense of what your location is like, and an interactive way of enticing and entertaining them further.

For demonstrations of webcams click here or for further details of this unique feature contact

Paul Carter


Captiveye


www.captiveye.com.au

Ph: 0404 475 094

Advance Tourism 2010

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