Strategic Management

How do some tourism communities always seem to be ahead of the trends? How do they continue attracting more visitors year after year while others struggle? The secret is having a solid strategic management plan in place. You need a roadmap to navigate the ups and downs of the tourism industry and ensure sustainable long-term success.

A strategic plan helps unite all the key players in your community and gets everyone on the same page regarding where you want to go and how to get there. It helps identify your unique strengths and competitive advantages to build on. It spotlights new opportunities to pursue as well as potential roadblocks to avoid. With a strategic plan, you’ll have a clear vision and mission to rally behind. You’ll have specific, measurable goals and objectives to work toward. You’ll be ready to make the most of emerging trends instead of reacting to them after the fact.

This article will walk you through the essential steps to develop a winning strategic management plan for your tourism community. By the end, you’ll have the tools and knowledge to craft a strategy that leverages your strengths, overcomes your challenges, and sets your destination up for sustainable growth and prosperity. Success isn’t accidental – it results from careful planning and preparation. Are you ready to get strategic? Let’s dive in!

Understanding Strategic Management and Its Importance for Tourism Communities

Strategic Management


Tourism communities must have a strategic management plan to thrive and remain sustainable and competitive. But what exactly is strategic management? Simply put, it’s developing and implementing strategies to help you achieve your goals and vision.

For tourism communities, a strategic plan helps determine where you want to go and how to get there. It allows you to assess your current situation, identify opportunities and challenges, set priorities, and develop an actionable roadmap for growth and success over the next 3-5 years.

Some key things a strategic plan should include are:

  • A shared vision and mission statement. This provides direction and rallies stakeholders.
  • An analysis of your community’s strengths, weaknesses, opportunities, and threats (SWOT analysis). This helps you leverage strengths, minimize risks, and uncover areas for improvement.
  • Strategic priorities and goals. For example, increase visitor stays, attract investment, enhance the visitor experience, etc. Break down each goal into specific and measurable actions.
  • Assigning responsibility. Determine who will be accountable for implementing, monitoring, and achieving each goal.
  • We are securing funding and resources. Work with partners to obtain the finances, infrastructure, and services needed to execute your strategies.
  • Key performance indicators (KPIs) to track progress. Examples include visitor numbers, revenue, business growth, new tourism products developed, etc.
  • Regular reviews and updates. Revisit your plan every 6-12 months to ensure strategies are effective and goals are achieved. Make changes as needed.

A strategic management plan is vital for the long-term success of any tourism community. By following these steps, you’ll be on your way to growth, competitiveness, and sustainability. The key is to start planning today for a better tomorrow!

Conducting a Situational Analysis of Your Tourism Community

Strategic Management


To develop a winning strategic plan for your tourism community, you first need to conduct a situational analysis. This means taking a hard, honest look at where your community currently stands in the tourism industry and identifying any gaps that exist.

An excellent place to start is by auditing your existing tourism assets and infrastructure. Do you have enough hotel rooms, restaurants, and activities to keep visitors engaged for their stay? If you still need to, you must determine how to attract investment in new developments. You should also evaluate the condition and quality of current amenities to see if any upgrades or improvements are needed.

Read more: The Vital Role Of Transport In Facilitating Tourism

Next, analyze your target markets and see how well you meet their needs. Are you attracting your fair share of families, adventure seekers, foodies, or other groups you want to reach? If not, try to identify any obstacles preventing them from visiting. Your marketing isn’t resonating, or there are experiences those travelers are looking for that you lack.

Also, assess your community’s tourism performance metrics like visitor volume, spending, occupancy rates, and customer satisfaction over the past few years. Look for any downward trends you need to reverse or opportunities to build upon your successes. Compare your stats to similar destinations to gauge how competitive you are.

A thorough situational analysis may reveal weaknesses in your tourism community you never realized were there. But identifying those gaps is the only way to bridge them and strengthen your strategic position. With an honest assessment of where you stand, you’ll be well on your way to developing a winning strategic management plan.

Setting a Strategic Vision and Goals Aligned to Community Values

To develop a strategic vision and goals for your tourism community that align with its values, follow these key steps:

Define Your Community Values

What values and priorities does your community hold dear? Things like sustainability, cultural heritage, inclusiveness, or economic opportunity are common tourism community values. Identify 3-5 core values through surveys, focus groups, and public meetings through community engagement. These values will guide your strategic vision and goals.

Craft a Strategic Vision Statement

A vision statement describes your community’s aspirations for what you want tourism to achieve in the next 5-10 years. It should be inspirational yet realistic. For example, “To be the premier eco-friendly tourism destination, where visitors can experience authentic local culture in a sustainable way.” Review your vision to ensure it aligns with your core values before moving on to set strategic goals.

Set Measurable Goals

Break down your strategic vision into 3-5 high-level goals to provide direction over the next 1-3 years. For example:

  1. Increase visitor spending by 20% through niche tourism market development.
  2. Expand tourism season to 9 months of the year by developing shoulder season cultural heritage experiences.
  3. Achieve sustainability certification for 50% of tourism businesses to strengthen eco-friendly tourism positioning.

Goals should be specific, measurable, achievable, relevant, and time-bound (SMART). They provide the roadmap to achieve your strategic vision.

Monitor and Review Regularly

Revisit your strategic vision and goals annually to review progress and adjust as needed to keep your tourism strategy aligned with community values as things change. Engage community stakeholders in the review process to strengthen support for tourism in your destination. With a shared strategic vision and goals tailored to your values, your community can work cohesively to build a sustainable tourism economy.

Implementing Strategic Initiatives to Achieve Goals

Once you’ve developed strategic goals and objectives for your tourism community, it’s time to determine how to accomplish them. Implementing strategic initiatives is critical to bridging the gap between planning and achievement.

Identify Key Priorities

Review your strategic goals and objectives list and determine 1-3 high-priority items to focus on first. These should be things that will have the biggest impact or lay the foundation for future initiatives. For example, improving infrastructure, enhancing the visitor experience, building partnerships, etc.

Develop Action Plans

For each priority initiative, develop a detailed action plan that outlines the specific steps required, resources needed, timelines, and responsibilities. Be as concrete and practical as possible. Include things like:

  • Researching best practices
  • Updating or creating new tourism assets (websites, signage, visitor guides, etc.)
  • Improving transportation options and accessibility
  • Enhancing amenities and attractions
  • Building strategic alliances and partnerships
  • Marketing and promotion campaigns to raise awareness

Secure Necessary Resources

Determine what funding, staff, volunteers, partnerships, or in-kind donations will be required to implement your action plans successfully. Work with local government, businesses, and organizations to obtain commitments for support.

Establish Accountability

Assign responsibility for overseeing and executing each action plan to specific individuals or groups. Set regular check-ins to monitor progress and make adjustments as needed to achieve key milestones and targets. Provide any necessary training or guidance to support people in their roles.

Review and Revise

Meet regularly to review the overall strategic management plan and make any necessary changes to account for shifts in priorities, resources, or other factors in the internal and external environment. Be willing to revisit your key priorities and action plans and revise them to keep efforts targeted and on track. Your tourism community can achieve its greatest strategic potential with consistent review and revision.

Evaluating and Adapting Your Strategic Plan for Continued Success


To keep your strategic plan effective, you must continuously evaluate its work and make changes as needed. Tourism communities are dynamic, so your program must adapt to environmental, resource, and priorities shifts.

Review and Revise Regularly

Every 6-12 months, get your strategic planning team together to review how the implementation of the plan is progressing. See what’s working and not working. Make revisions and updates to goals, objectives, actions, and timelines as needed. Feel free to make significant changes if circumstances call for it. The key is to keep your plan relevant and aligned with the current reality.

Monitor Key Performance Indicators

You identified key performance indicators (KPIs) to track the success and impact of your strategic plan. Are visitor numbers increasing? Has seasonality decreased? Is revenue from tourism up? Review your KPIs and see if you’re meeting targets. Make adjustments to get things back on track or revise targets as needed.

Get Feedback

Talk to stakeholders, residents, business owners, and visitors for their input on how your strategic plan impacts them and the community. Their feedback is invaluable for identifying where improvements and changes need to be made. Meet with focus groups, conduct surveys, and monitor social media to gather feedback.

Learn from Your Successes and Failures

What’s working well, and how can you build on that success? What isn’t working and needs to be changed or replaced? Review both your wins and losses to continue improving your strategic plan. Make a list of lessons learned to help shape the next planning cycle.

Repeat the Planning Process

Every 3-5 years, go through a full strategic planning review and revision. Revisit your vision and mission, do a SWOT analysis, review goals and objectives, and make wholesale changes to your plan to set new priorities for the next few years. Strategic planning is an ongoing cycle, not a one-and-done exercise. Following these steps will help bridge the gaps in your plan and ensure continued success.


So there you have it, the critical steps to developing a strategic management plan for your tourism community. It won’t happen overnight, but you’ll get there with hard work and persistence. Start by bringing stakeholders together, assessing where you are now, and envisioning where you want to go. Do your research, set concrete goals, and determine key priorities and actions to achieve them. Most importantly, get community buy-in and support.

A shared vision and collaborative spirit will be crucial to your success. Stay flexible – review and revise as needed. With the right strategic plan, your tourism community can reach new heights. The opportunities are endless if you have the passion and determination to make it happen. What are you waiting for? Get out there and start planning for a bright future! Success is out there waiting for you.