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Masterplan: Tourism

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The nature of tourism as both a networked amalgam of suppliers and as inseparable activities demands that planning is in place to optimize its benefits to the destination. Tourism planning takes place in many forms, in diverse settings, and at different scales. It is an ordered and disciplined sequence of events designed to organize the future.

In the past, the masterplan was a dominant approach normally done at the national or subnational level. In its comprehensive sense, a tourism masterplan is an integrative approach to planning whereby the supply and demand elements are brought into a single scheme (Var and Gunn 2020 ). Ideally, it is the first stage of a blueprint representing a strategic, holistic, and comprehensive destination management approach with a timescale of anything from five (often meshed with national planning cycles) to upwards of 10 or 20 years. However, these large-scale planning exercises have fallen out of fashion to be replaced by more focused, iterative...

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Burns, P. 2003. Tourism planning. A third way? Annals of Tourism Research 31: 24–43.

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Cooper, C., and M. Hall. 2019. Contemporary tourism . 4th ed. Oxford: Goodfellow.

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Costa, C., and Brandao, F. 2018 Tourism planning: Evolution and trends for the future, pp 538-555 in Cooper, C., Volo, S., Gartner, W., and Scott, N. The sage handbook of tourism management. London: Sage

Federal Ministry for Sustainability and Tourism. 2019. Plan T master plan for tourism. Vienna

Lawson, F., and M. Baud-Bovy. 1977. Tourism and recreation development . London: Architectural Press.

Rahmafitria, F., P.L. Pearce, H. Oktadiana, and H.P. Putro. 2020. Tourism planning and planning theory: Historical roots and contemporary alignment. Tourism Management Perspectives 35: 100703.

Var, T., and C. Gunn. 2020. Tourism planning: Basics, concepts, cases . London: Routledge.

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Cooper, C. (2023). Masterplan: Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_128-2

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DOI: https://doi.org/10.1007/978-3-319-01669-6_128-2

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National Travel and Tourism Strategy Overview

2022 national travel and tourism strategy.

The Strategy focuses on U.S. government efforts to promote our nation as a premier destination grounded in the breadth and diversity of its communities, and to foster a travel and tourism sector that drives economic growth, creates good jobs, and bolsters conservation and sustainability. Drawing on engagement and capabilities from across the federal government, the Strategy aims to increase not only the volume but also the value of tourism.

Leverage existing programs and assets to promote the United States to international visitors and broaden marketing efforts to encourage visitation to underserved communities.  

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Extend the benefits of travel and tourism by supporting the development of diverse tourism products, focusing on underserved communities and populations. Address the financial and workplace needs of travel and tourism businesses, supporting destination communities as they expand their tourism economies. Deliver world-class experiences and customer service on federal lands and waters that showcase U.S. assets while protecting them for future generations.

Reduce travel and tourism’s contributions to climate change and build a travel and tourism sector that is resilient to natural disasters, public health threats, and the impacts of climate change. Build a sustainable sector that integrates protecting natural resources, supporting the tourism economy, and ensuring equitable development.

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Tourism Policy, Planning, and Development

General overview.

Tourism policy, planning, and development are all very connected and do not just occur when a geographic area decides to be a tourism destination. Policy, planning, and development are included in numerous aspects of communities.

continue but from different perspectives. An example would be the use of the destination/product lifecycle, discussed later. It is important to understand what tourism planning and development are individually as well as collectively. Planning is essential to effective development. Tourism is not always a beneficial industry for a geographical area, but without planning tourism can damage the area, including natural and cultural resources (Morrison et al., 2018). A destination might consider “Who, What, When, Where, Why” when working on a tourism plan. The same can be considered for tourism development, as well as other topics included in this alternative textbook (e.g., marketing and promotion).

Tourism Policy

A policy is essentially a course of action taken by some organization or institution (e.g., government, business, educational institution). A tourism policy as defined by Edgell et al. (2008) “is a progressive course of actions, guidelines, directives, principles, and procedures set in an ethical framework that is issues-focused and best represents the intent of a community (or nation) to effectively meet its planning, development, product, service, marketing, and sustainability goals and objectives for the future grown of tourism” (p. 7). Stated more simply, Hall and Jenkins (1995) suggest “tourism public policy is whatever governments choose to do nor not to do with respect to tourism” (p. 7-8). A tourism policy is essentially a framework including guidelines, goals, and initiatives to work toward achieving the goals. Where as an act by government, such as the Travel Promotion Act of 2009 establishing Brand USA, is a law or statute.

A policy for international travel is having a current passport and for many countries a Visa. The application for a Visa to visit a foreign country allows countries to approve who may visit the country and not allow individuals for a variety of reasons (e.g., security threat). The U.S also has the Visa Waiver Program, which is an agreement with  40 countries allowing citizens of those countries to visit the U.S. for business or leisure travel purposes for up to 90 days without a Visa, provided they meet other requirements (U.S. Department of State – Bureau of Counsular Affairs, n.d.). The countries with the Visa Waiver Program also allows U.S. residents to travel to the respective countries with fairly similar criteria. The purpose of requiring a Visa is to regulate travel between countries. The Visa Waiver Program is an agreement to allow citizens of certain countries to visit without having to obtain a Visa if certain criteria are met. This essentially makes it easier to travel between the respective countries.

The International Trade Administration includes a Tourism Policy Council (TPC) to ensure national decision-making considers the national interests of travel and tourism (International Trade Administration, n.d.). The TPC provides resources to help with such issues or challenges as recovering from disaster, and links to Center for Disease Control (CDC), and many other potential issues or challenges for travel and tourism in the U.S.

At more local levels, Morrison et al. (2018) suggest tourism destinations can develop policies for development, marketing, tourist experiences, human resource issues, tourism organizations (e.g., structure), relationships throughout the community, quality assurance, and supporting services (e.g., safety and security).

Policy Setting Process

There are a series of recommended steps for the establishing policy (Morrison et al., 2018). First, identifying and assessing the circumstances related to the issue. This includes understanding contraints that you and/or will face. Constraints can be internal (e.g., locals’ awareness of tourism, training and education of employees in hospitality and tourism, budget) or external (e.g., economy,  price of gas, natural disaster). The tourism organization/local industry has more control or ability to do something about internal constraints, while have little or no control over external constraints. For example, nothing can be done about bad weather or if a natural disaster occurs. However, if locals are not aware of tourism in the local community, education and information can be shared to make locals more aware. This step in the process can also make you aware of new opportunities (e.g., an attraction to develop, new target market).

The next step is typically to create a policy statement to provide guidelines, goals, and initiatives to help guide the organization, destination, etc. While not directly a policy statement, most CVB vision statements include something that provides a guideline with somewhat vague goals. For example, it might be to maintain and/or improve the quality of life for residents of the destination by promoting the destination for tourism and conventions, which would include an economic goal. A policy statement for this vision would be more specific with the goals and initiatives identified to fulfill the goals.

Consultation with government, local tourism businesses, and any other stakeholders is next. This step is to get feedback about the policy statement. Following the consultation and depending on the outcome, the policy statement might be rewritten or modified. Next would be another round of consultation and then rewriting until the the policy statement is approved.

Now is time to implement the policy statement. This will include identifying specific roles of individuals, committees, organizations, etc. This step also includes developing the budget and timeline for the initiative(s).

Finally, those involved evaluation the policy. Were the goals achieved? Why or why not? However, you do not wait until the end of the established timeline for the policy to evaluate. There should be constant assessment to identify if you are likely to achieve the goals. Remember there are numerous constraints that are external (e.g., weather, natural disaster) that might dictate the need to adjust the initiatives and other efforts related to the tourism policy.

Tourism Planning

Prior to tourism planning it is important to consider other types of planning for a community or geographic area. Planning is not new. Gunn and Var (2002) indicate physical planning goes back to early Greek and Roman times. Planning is done to manage visual appearance and land use. However, planning incorporates many disciplines and perspectives: “Planning is a multidimensional activity and seeks to be integrative. It embraces social, economic, political, psychological, anthropological, and technology factors. It is concerned with the past, present, and future” (Rose, 1984, p. 45).

Gunn and Var (2002) suggest when plans (not only tourism, but community, etc.) are created they often include very high or lofty goals and it is difficult to actually achieve such goals for numerous reasons. Planning is very vague and has no real theory behind it. For community plans the general goal is a better place to live. For tourism planning the goal might be to provide visitors with a good experience. As stated earlier, an effective  tourism plan can also maintain or even improve the quality of life of residents, not just economically but the attractions provide activities for local residents as well as tourists.

Morrison et al. (2018) offer three primary reasons for tourism planning. The first two are related to impacts, to maximize the economic benefits and minimize damage to resources (i.e., natural, environmental, cultural). Another reason for a tourism plan is that tourism is constantly changing for many reasons (e.g., visitor expectations, needs, motives; politics; economy; technology). As a result, the plan needs to be adaptable.

Not all destinations have a tourism plan. Some reasons for not having a tourism plan include (Morrison et al., 2018):

• Objections – it should be taken care of by the private sector and there is no need for a formal plan.
• Cost – includes market research, consultations, and a lot of time.
• Complex – tourism is affected by numerous things, such as government policies, dynamic of the community and stakeholders.
• Diversity – various sectors involved directly or indirectly in tourism.
• Seasonality – in many destinations the jobs related to tourism can be seasonal (e.g., beach destinations, snow skiing destinations).
• Unpredictability – keep in mind the numerous things that affect and make tourism complex (e.g., natural disasters, crises, politics, economy).

Gunn and Var (2002) add the following tourism planning barriers:

• Lack of awareness of tourism impacts – which is ironic because it is a reason for a tourism plan.
• Do not understand tourism development – there needs to be a plan for developing tourism and then maintaining and even upgrading tourism (e.g., attractions, facilities, etc.).
• Inadequate infrastructure – might have deteriorated attractions, facilities, etc.
• Unorganized – no leadership to guide the process.
• Politics – usually various opinions among stakeholders (e.g., businesses, government, other stakeholders).
• Lack of hospitality training.

However, there can be serious consequences of unplanned tourism. In general, unplanned tourism is not likely to be sustainable tourism economically, environmentally, socially/culturally.

Tourism Planning Models or Approaches

Morrison et al. (2018) provide a seven step tourism destination planning model:

• Background analysis – including a SWOT analysis and assessments of government policies that affect tourism, inventory analysis (e.g., attractions, accommodations, restaurants, etc.), current demand for tourism at the destination.
• Research and analyses – identify/map locations of the inventory analysis, market survey of current visitors (e.g., motivations, what they like to do) and non-visitors (e.g., why have they not visited?, awareness of the destination, image/perception of the destination), competitive analysis (e.g., who are your competitors?, how can you differentiate your destination from competitors? what do and can you work to improve?).
• Where are we now? (position statement).
• Where would we like to be? (vision statement). Then, identify critical success factors or ways to measure and determine if you achieved your vision.
• Setting goals, establishing strategies, and setting objectives – develop a policy or (e.g., stimulate the economy). Set goals or achievable outcomes. Identify alternative strategies to achieve goals and select the most desired of the alternatives given environment or conditions (e.g., economy, resources, politics). Set objectives which are more short term goals to help monitor if you are going to achieve your longer term goals. If not, remember a tourism destination plan should be adaptable, which is the next step.
• Develop a plan – identify organizations and people to be involved and their roles, funding sources and budgets for different aspects of the plan, activities to implement your plan.
• Implement and monitor the plan – While the plan should be developed by input and participation by numerous stakeholders, it is generally implemented by a local tourism agency or organization (e.g., CVB). But, there should be committees derived of various stakeholders to which the agency is accountable. This helps monitor progress of implementing the tourism destination plan and adapt if needed.
• Evaluate the plan – measure performant of the various parts of the plan against the goals (e.g., did you achieve the goals? Why or why not?). Use the evaluation to see if and how you might adapt the plan moving forward.

Tourism Development

The tourism destination plan helps guide development of tourism. Destinations will be at various stages of development. So, it is not that the tourism plan is just for a destination just getting involved in tourism. As suggested by Mason (2003). development and change for destinations occurs as time progresses. The characteristics, motives, preferred activities and attractions, and many other things change over time and destinations redevelop to remain competitive. A fairly common way to view this is commonly referred to as “Butler’s Tourism Area Lifecycle”. There are five main stages to Butler’s Life Cycle (Butler, 1980):

• Exploration – at this stage there might be some tourism but not really an effort to provide traditional or common tourism attractions, facilities, etc. This stage mostly include tourists visiting facilities and local resources used by residents.
• Involvement – this is the beginning of the destination offering some facilities for tourists. The destination begins to more formally organize and provide or improve infrastructure, some attractions, and facilities for tourists at a local level.
• Development – the destination begins marketing and promoting the destination. This stage also begins development from outside organizations and/or businesses. The destination will begin to develop and look more like a noticeable tourist destination. More and more tourists will likely visit the destination as development progresses.
• Consolidation – at this stage the rate of increase in visitors will begin to decline. The rate of development will also begin to decline. Residents may become opposed to tourism with all of the non-locals who are in the community and there is more traffic and congestion. Some of the older attractions, facilities, etc. may also begin showing degradation.
• Decline – number of visitors will be begin to decrease as competitor destinations might have more appealing attractions, infrastructure, etc. The degradation of attractions, infrastructure, and other aspects of the destination will continue and possibly turn into what Butler (1980) refers to as a “veritable tourist slum” (p. 9).
• Rejuvenation – this outcome can occur by development of a new man-made attraction, which is likely to be followed by improvement of surrounding attractions, facilities, and other tourist needs. However, if competitor destinations also rejuvenate, the competition will remain and rejuvenation might be much less or possibly not rejuvenate and potentially decline. Another way Butler (1980) suggest rejuvenation can occur is to utilize natural resources that might not have been part tourism product throughout previous tourism development and marketing and promotion.

Butler (1980), as well as many other tourism scholars, suggest all of these efforts or stages of Tourism Area Life Cycle should be a collaborative effort within the community. For example, the government could offer incentives for private development of a new man-made attraction.

There are a number of potential ways to develop tourism. One way is to develop a “flagship” attraction, which are major attractions like a theme park (e.g., Disney Land, Disney World) and/or utilize natural attractions (e.g., ocean, lake, National Park). Gunn and Var (2002) offer recommendations for tourism destinations to develop destination zones. The zone would have clusters of attractions (e.g., museum districts) and a corridor connecting the clusters with some form of transportation. Clustering attractions provides tourists with more to do in a closer area so they spend more time at attractions and less traveling between attractions. The destination zone and clustering is a great example of planning and development and how integrated the two initiatives should be.

Morrison et al. (2018) suggest tourism involvement should be holistic. The holistic view would include consideration of the product (e.g., attractions, events, support facilities, transportation, infrastructure, etc.). Respective destinations could also ensure people (i.e., hosts, guests) are included to ensure there is community awareness and  inclusion of local businesses, organizations, and residents. Morrison et al. (2018) also suggest visitor management (e.g., signage) and identifying the visitor mix of the destination. Packages (e.g., all inclusive, hotel and tickets to attraction) and programs (e.g., events, festivals, other activities) could also be developed to attract more tourists. However, destinations should approach tourism development and/or redevelopment from a sustainable approach to avoid overtourism (i.e., too many tourists).

Sustainable Tourism Development

Tourism development should also be sustainable and include the three impacts of tourism (i.e., economic, environmental, social/cultural).

The United Nations (n.d.) proposes 17 goals to consider for economic development, which include economic (e.g., “No Poverty”, “Decent Work and Economic Growth”, environmental (e.g., “Clean Water and Sanitation”, “Affordable and Clean Energy”), and social/cultural (e.g., “Good Health and Well Being”, Quality Education”) goals. The 17th goal is “Partnerships For the Goals”, which are very important for tourism destinations, not only in tourism destination planning and development, but other aspects such as marketing and promotion.

Relating development back to the impacts of tourism (i.e., economic, environmental, social/cultural). Sustainable development should include these impacts. Morrison et al. (2018) through applying the triple bottom line to tourism offers some examples of efforts for sustainable development in each of the three areas:

• Social – include residents, be sure development improves or at least maintains locals’ quality of life.
• Environmental – protect resources, educate visitors and residents of ways to protect resources.
• Economic – new employment opportunities, increase spending of visitors, find ways to have businesses purchase locally to minimize leakage.

Tourism Development Strategies

Various strategies exist to develop tourism. For example, flagship attractions (e.g., large amusement parks, National Parks) can provide something unique to market and promote. Development of clusters of attractions (e.g., museum districts) provide several attractions near each other so visitors do not have to drive long distances between attractions. Such districts could also include development of a circuit or trail for transportation via hiking or biking. Aside from man-made attractions, events can be developed by destinations to highlight such things as cultural or other unique aspects of a destination.

Considering all of the possible options of tourism development provides a holistic view. Not only the examples of attractions and events, but packages and programs can developed. Destinations need to also consider all of the elements of tourism in development (i.e., attractions, infrastructure, transportation, built/support facilities, service quality/hospitality). Again, not only businesses and organizations directly involved in tourism, but all stakeholders (e.g., residents, other local businesses) should be included and/or given the opportunity to provide feedback regarding the tourism development plan.

The general goals of tourism development should include improving visitors’ experiences, improving the local economy, not damaging natural resources, and integration throughout the destination so that tourism attractions and venues are not isolated from the rest of the community (Gunn & Var, 2002). Such goals of tourism development require all three sectors (i.e., private, non-profit, government) to be involved and collaborate.

Tourism Development Roles

The private sector, non-profit, government, and local community (e.g., residents) should be involved in tourism development. The private sector role is entrepreneurial and operations (Morrison et al., 2018). The entrepreneurial role is to identify investors to develop man-made attractions, accommodations, food and beverage, and other facilities for tourists. Once built their role becomes to hire workers, manage the operation and ensure it is successful. After all, they are taking a risk as entrepreneurs.

As discussed in the Tourism Organizations section, the non-profit organizations include CVBs to market and manage the destination, chambers of commerce, associations such as a local sports association to attract sporting events to the destination. The CVB typically works with all stakeholders and leads the marketing and sales (e.g., conventions, trade shows) for the destination. Chambers of commerce might be the tourism marketing and sales organization in smaller destinations. However, many of these non-profit types of organizations collaborate with each other, as well as with private or for-profit-sector (e.g., members of CVBs) and government (e.g., hotel tax dollars as a funding source). Non-profit organizations might also operate such things as museums and historical attractions, as well as festivals and events. Such organizations might be local cultural organizations.

The government really does not manage tourism attractions. However, there are exceptions, such as National Parks. Government roles are to stimulate development of tourism, as well as establish and enforce procedures, codes, such as zoning (e.g., business, residential). Government might also get involved for the following reasons: bankruptcy of an attraction where the government needs to help the business in some way, ensure cultural aspects of the community are conserved, encouraging private sector development, find ways to work with potential attractions and other elements of tourism provided through the private sector where businesses may have concerns about being profitable (Morrison et al., 2018).

Government might fulfill some of the above reasons for their role in tourism development by offering incentives (e.g., tax breaks) to entice development by the private sector. Government might also offer a piece of land for private sector development, which lowers the businesses cost to develop at attraction, supporting facilities, or other element of tourism.

While the sectors may have relatively unique roles in tourism development, it is also important the cooperate with each other for the good of the destination. Edgell and Haenisch (1995) offer a model whereby there are times each will work independently of the other two sectors, times when two sectors work together (e.g., private sector and government), and times when all three work together. Edgell and Haenisch (1995) call this “coopetition”. For example, while attractions compete within the destination for tourists to visit respective attractions, if all stakeholders cooperate the develop and manage tourism, the destination will do better overall.

Project Development Analyses

Prior to developing an attraction, hotel, or other element of tourism, there should be an assessment or analysis to determine the feasibility of being successful. Private sector developers who need be profitable will typically do feasibility studies. This may start with a pre-feasibility study, which is essentially to see if the project is even viable. For example, does the project make sense given what the destination already offers? Pre-feasibility studies might be conducted by whatever company or organization is interested in the project. If it does, the next step would be a more robust feasibility study to identify such things as potential sites for the product being considered, assess the market demand of the project, projected revenues and expenses, capital costs to develop the project, and will there be enough return on investment (ROI) if the project is developed. The full feasibility study is often conducted by an independent consulting company to minimize biases. The feasibility studies helps the company or organization identify if the project should move forward or not.

The market demand study within the full feasibility study would include secondary and primary research. Secondary research would include existing data, such as hotel metrics (e.g., supply, demand or rooms sold over a given period of time, occupancy, average daily rate (ADR), and revenue per available room (REVPAR) if the project is a hotel. Primary market analysis requires collection of data. This can include surveys (e.g., visitors of the destination to determine if the potential project is of interest), focus groups to get in-depth insight as to the interest of visitors. Surveys can also be conducted to potentially identify potential demand for the project.

If a project is not intended to be profitable, such as one being developed by the government or non-profit organization, a cost-benefit analysis can be conducted. Such a study essentially identifies the potential benefits to society are worth the cost of the investment.

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GHL 2365 - Tourism Copyright © 2024 by Jason Draper is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License , except where otherwise noted.

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Why tourism planning is important

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Tourism planning should be an integral part of any destination’s tourism development plan in order to achieve the best results and satisfy all stakeholders. Tourism planning is key to maintaining sustainable tourism and whilst some destinations do this very well, others (often developing countries), fail the recognise the importance of effective tourism development planning.

In this post I will explain why tourism planning is so important and recommend some literature for further reading on this topic. This information on tourism planning should be helpful to a number of tourism stakeholders, including business entrepreneurs, Government bodies and tourism workers. It is also useful for those studying travel and tourism as well as those who have a general interest in the subject. For an introduction to the concept of tourism policy and planning visit this post- ‘ The different levels of tourism policy and planning ‘. 

Wait! Before you read on, take a look at the short video that I created all about the importance of tourism planning! 

What is tourism planning?

Tourism development refers to the growth and maintenance of the tourism industry in a given locality. And, of course, tourism planning is a very important part of this.

On a basic level, tourism development can be defined as creating strategies and plans to increase/develop/encourage tourism for a destination. The fundamental reason behind planning and implementing strategies for developing the tourism sector is primarily to make money and to subsequently increase the GDP of a country/area.

You might also be interested in my post- ‘ What is tourism? A definition of tourism ‘ 

Tourism development consists of many elements including, but not limited to: developing and managing private-public partnerships, assessing the competitors to gain competitive advantage, ensuring responsible and sustainable development, viewing tourism as an interconnected system and a demand-driven sector, assessing private sector investment and international cooperation, tourism clustering and involvement by the Government.

According to Williams cited in Mason (2003);  

‘The aim of modern planning is to seek optimal solutions to perceived problems and that it is designed to increase and, hopefully maximise development benefits, which will produce predictable outcomes’.

And Getz (1987) cited in Pearce (1989) defines tourism planning as;

“A process, based on research and evaluation, which seeks to optimise the potential contribution of tourism to human welfare and environmental quality”

Tourism development planning should be an integral part of any destination’s tourism plan in order to achieve the best results and satisfy all stakeholders. Tourism development planning is key to maintaining sustainable tourism and whilst some destinations do this very well, others (often developing countries), fail the recognise the importance of effective tourism development planning.

What is tourism development planning?

Tourism development refers to the growth and maintenance of the tourism industry in a given locality. And, of course, planning is a very important part of this.

Basic stages in tourism development planning

Tourism development planning is no simple task and there are many variables to consider. There are also different levels of tourism planning and policy . Fortunately , destinations can learn lessons from other areas which have been successful or otherwise. Take for example, over dependence on tourism in Egypt as I explain in this post- Why Unpaid Business is Better than No Business: The Case of the Egyptian Boatman. It is also worthwhile to look at the tourism policies of similar destinations. Some strong examples include Jamaica and Cape Town .

On a basic level, the main stages in tourism development planning include: the analysis of previous tourist development; evaluation of the position of tourism in the area including competition; formulation of relevant tourism policy by Government; the defining of a development strategy and the formation of a programme of action.

The benefits of tourism development

Tourism development planning enables a range of benefits to all stakeholders involved, for example:

• It increases income and jobs from tourist spending
• It helps preserve cultural and natural heritage for tourists
• It increases understanding of other cultures
• It builds new facilities such as sewage for whole communities or new roads

The costs of tourism development

There are also some costs which must be considered and planned for, which include:

• Costs of implementing tourist facilities can be costly
• The environment can be destructed to make room for hotels etc. to be built
• Social standards may be undermined e.g. topless women in Dubai
• The natural environment may be polluted

Formulating an approach to tourism policy and planning

There are six ‘golden rules’ that should be applied when formulating an approach to tourism policy and planning, as outlined by Inskeep (1991).

• Goal oriented

Clear recognition of tourism’s role in achieving broad national and community goals

• Integrative

Incorporating tourism policy and planning into the mainstream of planning for the economy, land use and infrastructure, conservation and environment

• Market driven

Planning for tourism development that trades successfully in a competitive global marketplace

• Resource driven

Developing tourism which build on the destination’s inherent strengths whilst protecting and enhancing the attributes and experiences of current tourism assets

• Consultative

Incorporating the wider community attitudes, needs and wants to determine what is acceptable to the population

Drawing on primary or secondary research to provide conceptual or predictive support for planners including the experiences of other tourism destinations

Why tourism development planning is important

Tourism development planning really can make or break a destination. If done well, it can ensure the longevity of the tourism industry in the area, take good care of the environment, have positive economic outcomes and a positive benefit to the community.

If done badly , tourism development can destroy the very environment or culture that it relies on. It can disrupt local economies, cause inflation and negative effects to local people and businesses. Unfortunately, developing countries tend to suffer the most from negative impacts such as these, largely as a result of limited education and experience in contrast with Western nations. For more on this topic, you can read this post.

If you wish to cite any of the content in the post please use reference ‘Stainton, Hayley. (2018) Lifeasabutterfly .’

§§cs§§

For more on what constitutes tourism planning I recommend that you refer to the texts Tourism Policy and Planning: Yesterday, Today, and Tomorrow by Edgell and Swanson and Tourism Planning and Destination Marketing by Camilleri .

Tourism development planning is no simple task and there are many variables to consider. There are also different levels of tourism planning and policy. Fortunately, destinations can learn lessons from other areas which have been successful or otherwise. Take for example, over dependence on tourism in Egypt as I explain in this post- Why Unpaid Business is Better than No Business: The Case of the Egyptian Boatman. It is also worthwhile to look at the tourism policies of similar destinations. Some strong examples include Jamaica and Cape Town .

You might also be interested in my post- ‘ Best Universities In The UK To Study Travel and Tourism ‘

There are six ‘golden rules’ that should be applied when formulating an approach to tourism planning and policy, as outlined by Inskeep (1991).

You might also be interested in my post- ‘ What is ‘begpacking’ and why is it so bad ?’

Tourism planning really can make or break a destination. If done well, it can ensure the longevity of the tourism industry in the area, take good care of the environment, have positive economic outcomes and a positive benefit to the community.

If done badly, tourism development can destroy the very environment or culture that it relies on. It can disrupt local economies, cause inflation and negative effects to local people and businesses. Unfortunately, developing countries tend to suffer the most from negative impacts such as these, largely as a result of limited education and experience in contrast with Western nations.

For more on this topic, I recommend the following texts:

Tourism Policy and Planning: Yesterday, Today, and Tomorrow

Tourism Planning and Destination Marketing

Leisure, Sport and Tourism, Politics, Policy and Planning

Tourism Planning: Policies, Processes and Relationships

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From its beginnings, the National Park System has had an important and dynamic relationship with travel and tourism. Well before the establishment of the National Park Service (NPS) in 1916, railroad companies and lodging operators brought visitors and commerce to parks and gateway communities. Today, as tourism and destination management grow in scale and complexity, the National Park Service works with destination organizations, tourism associations, the private sector, and park tourists to manage responsible tourism that supports conservation and preservation, provides high-quality visitor experiences, and contributes to community vitality. NPS Educational Presentations for the Travel Trade  - Are you a travel agency, tour packager, automobile club, or travel sector association whose members or staff could benefit from having a better understanding of the national park system? The NPS Tourism Program is available to deliver educational presentations where we'll cover the width and breadth of the park system, essential elements for planning a park visit, tips for having a great park experience, and the latest information on visitor management. Reach out for more information via the "Contact Us" link on the bottom of the page.

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Tourism planning: importance, benefits, types & levels.

Planning is to prepare a Road Map to achieve goals.

Faludi, in 1973, defined tourism planning as "Planning is a very important part of the process by which governments manage tourism at the national, local and organizational levels".

What is Tourism Planning?

The upkeep and expansion of the tourism sector in a particular area is referred to as tourism planning. Planning for tourism is, of course, a crucial component.

Creating strategies and plans to increase, develop, and stimulate tourism for/in a destination may be summed up as tourism planning. The primary motivation behind establishing and implementing strategies for the tourist industry is to generate money, which will eventually raise the GDP of a nation or region.

What is the need for Tourism Planning?

For the expansion of the sector important to plan tourism activities for the following reasons:

• It is necessary to plan tourism activities on different levels and in various manners to promote tourism and boost the economy.
• To provide quality to both tourists and residents.
• It involves making major decisions which cannot be taken spontaneously.

What are the components of Tourism Planning

• Exploration phase/ Preparatory
• Planning phase/Feasibility/
• Zoning phase/Formal planning
• Design and implementation phase
• Operational phase

Most nations that have successfully planned their tourism can be found online and are regarded as incredible holiday destinations. People go to these nations hoping their travel vlogs will increase their subscriber count on YouTube. That is an indication of success in the modern day.

Benefits of Tourism Planning

Tourism destination planning should be a vital component of every destination's tourism development plan to get the best outcomes and please all stakeholders. While some places do a great job of maintaining sustainable tourism, others (typically developing countries) need to recognize the significance of comprehensive tourism development planning.

Tourism planning can benefit various parties involved from the industry in the following ways:

• It boosts revenue and employment thanks to tourist spending.
• It safeguards cultural and natural assets so that visitors can enjoy them.
• It broadens the comprehension of cultural diversity
• It constructs new infrastructure, such as sewage systems, roads, etc., for the community.

Impacts of Tourism Planning

The impacts of tourism destination planning can be sorted into seven general categories:

• Environmental
• Social and cultural
• Crowding and congestion
• Community attitude

According to Inskeep, six "golden standards" should be followed when creating a strategy for tourist planning and policy (1991).

1. Goal Oriented: Tourism Planning should be oriented to achieve broad national and community goals.

2. Integrative: Integrating tourist policy and planning into the economy, land use and infrastructure, conservation, and environmental planning.

3. Market Driven: Planning for successful tourism growth in a cutthroat international market.

4. Resource Driven: Developing tourism that capitalizes on the location's inherent advantages while preserving and improving the features and experiences of existing tourism resources.

5. Consultative: Considering broader community attitudes, needs, and desires to determine what the population will accept.

6. Systematic: utilizing primary or secondary information to support planners conceptually or predictably, incorporating knowledge from other tourist locations

Levels of Tourism Planning

Planning and policy for the tourism industry occur at several levels. This can be done in a top-down approach, with international or national bodies, or a bottom-up approach from a local level.

1. International Tourism Planning: Tourism planning at the international level typically involves international transportation services, the movement and scheduling of tourist tours between different countries, the development of significant tourist attractions and facilities in neighboring countries, as well as the working strategies and promotional programs of many nations.

2. National Tourism Planning: Tourism policy, infrastructural facilities, and a physical structure plan, which includes significant tourist attractions, chosen tourism development regions, international entrance points, facilities, and services, are all addressed at the national level of tourism planning. Additionally, it is concerned with the quantity, types, and quality of lodging and other essential tourist facilities and services; the country's major travel routes and their regional connections; tourism organization

rights, laws, and investment policies; marketing and promotion strategies for the industry; education and training initiatives; and environmental, economic, and sociocultural analysis.

3. Regional Tourism Planning: Regional planning considers factors such as regional policy, regional entrance points, transportation facilities, and services; the types and locations of tourism attractions; the quantity, varieties, and places of lodging and other tourist facilities and services; and the sites of tourist development regions, such as resort areas.

They will also oversee sociocultural, environmental, economic, and impact analyses, regional education and training programmes, marketing strategies, investment policies, organizational structures, legal frameworks, and implementation strategies, including project plans and zoning ordinances.

4. Local Tourism Planning: Participants at the local level will think about the analyses, outputs, outcomes, and assessment of tourism planning at the ground level.

Types of Tourism Planning

Before creating a comprehensive plan to market the destination, the following types of tourism planning are taken into account:

Spatial Tourism Planning: Spatial tourism planning attempts to thoroughly process social, environmental, and economic change to bring about certain ends. Drawing plans, maps or diagrams are put together to decide where socio-spatial activities can occur.

Sectoral Tourism Planning: In this kind of planning, the regions are divided into sections, and each section is called a sector. It concentrates on a manageable area and takes into account the specific infrastructure, land use, transportation, and environmental requirements of that region. Depending on the nature of the products or services provided, economic, social, and administrative activities are grouped into sectors.

Complex Tourism Planning: When various regions are considered for the purpose of tourism planning, it is known as complex tourism planning. These regions are to be developed comprehensively because of the significant interest shown by international tourists. There is a possibility that these regions are located far away from one another.

Integrated Tourism Planning: Integrated tourism refers to making tourism the primary industry in a given area by systematically and comprehensively promoting all available economic, social, and tourism resources.

Sustainable Tourism Planning: Sustainable tourism planning involves striking the correct balance between the requirements of people and the environment. It entails stating the community's mission, vision, and unique selling point or identity in clear terms. With the help of this type of destination planning in our local communities, we are better equipped to plan for the long term, and respond to changing target markets, trends, and emergencies like the Covid-19 outbreak. Additionally, it guarantees that resources are allocated properly while ethically and sustainably establishing local communities. This method of tourism planning benefits people and places in positive ways on all fronts—socially, economically, culturally, and environmentally—puts sustainability at its core.

Centralized Tourism Planning: Centralized tourism planning is done by a single authority, usually the state or central government.

Decentralized Tourism Planning: Organizations are interested in developing tourist spots and planning the various activities visitors can enjoy. (Joint Venture).

They take assistance from government. Suggested Read:  Sustainable Tourism

Frequently Asked Questions

Q1. why is tourism planning important.

A1. Destination development plans should include tourism planning since it promotes a destination's long-term viability and encourages cooperation among important stakeholders..

Q2. What are the features of tourism planning?

A2. Three general principles of planning for tourism can be specified as anticipation, regulation and monitoring.

Q3. What are the barriers to tourism planning?

A3. A3. According to earlier research conducted in several nations, a common pattern of issues has emerged. For instance, financial constraints, a lack of knowledge, an insufficient amount of time, and other issues have prevented local governments from incorporating tourism into their development plans.

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7 New Trends in Tourism Planning You Must Know

Written by Greta Dallan on July 26, 2022 . Posted in Blog , Uncategorized .

What is Tourism Planning? 

Tourism planning consists of creating strategies to develop tourism in a specific destination. Knowing and understanding current trends allows those in the industry to tailor their operations to meet demand. It is crucial for DMOs and tourism businesses to stay up-to-date.  

Origin and development of tourism planning

Tourism planning was born from the necessity of simultaneously balancing the economic goals of tourism and preserving the destination’s environment and local welfare. It  arose in the second half of the 1990s, when mass tourism brought an unparalleled change in the travel environment. Consequently, the industry had to develop new standards to adapt to this change. 

The aim of tourism planning

The current objective of tourism planning is to control tourism’s unprecedented expansion to limit its negative social and environmental effects, while maximizing its benefits to locals. 

These goals can be reached by:   

• Analyzing the development of tourism in the destination
• Examining the state of affairs in a specific area and executing a competitive analysis
• Drafting tourism policies
• Defining a development strategy and actionable steps

Businesses looking for support through this process can reach out to Solimar International or check out this free toolkit . Solimar has a dedicated team of staff who employ a wide range of skills to promote economic growth, environmental preservation, and cultural heritage conservation. 

Why is Tourism Planning Important? 

Tourism planning should be part of destination development plans because it supports a destination’s long term success and incentivizes the collaboration of key stakeholders.

Tourism planning maximizes tourism benefits like: 

• Promotion of local heritage and cross-cultural empathy
• Optimization of tourism revenue
• Natural environment and resource protection

Tourism planning also minimizes tourism drawbacks such as: 

• Overtourism, and consequently anti-tourism feelings
• Economic leakage
• Disrespect for the local culture
• Damage to the local environment

Tourism planning is also important because, by creating plans and strategies, destinations provide an example that other destinations can follow to improve tourism in their area. It ensures that the destination is consistent with changing market trends, constantly addressing tourist and resident needs as they arise. 

This was made clear in the Cayman Islands. The surge of cruise tourism caused a massive influx of tourists, which brought new challenges to the small islands. Consequently, the destination’s goal shifted from attracting tourists to sustainably managing them. The development of a National Tourism Management Plan was key to provide stakeholders with the tools they needed for sustainable tourism management. 

What are the Newest Tourism Trends?

In the planning process, it is fundamental to consider how new tourism trends influence the future of tourism planning and allow destination strategies to stay innovative.

1. Safety and Cleanness

The Covid-19 pandemic brought about significant change to tourism and tourists’ perception of travel. Tourists are now more concerned about safety and cleanliness. They have a preference for private home rental, contactless payments, and booking flexibility due to the constantly-evolving global health situation. They are also more willing to visit natural environments and less crowded destinations where they feel safer.

→ Tips for DMOs : Have safety and cleanliness standards, allow flexible bookings and contactless payments, and focus on open-air experiences. 

An excellent example of these practices is Thailand, which decided to boost tourism after Covid-19 by rebranding itself as a safe tourist destination , issuing safety certificates to infrastructures to build public trust. 

2. Social Media

Social media is the preferred channel for travel inspiration, influencing travelers’ decision-making because videos and pictures create an emotional bond between people and places. 

The preferred platform depends on the traveler’s generation :

• Gen X uses Pinterest and aesthetically pleasing blogs
• Millennials use Instagram
• Gen Z uses TikTok

Generation Z is also more willing to travel after Covid, and they will have  high spending power in the next few years . 

Video content is favorable because of the high engagement and interaction it creates compared to pictures. In this context, TikTok is the future of travel marketing. On this fast-growing platform, videos are likely to become viral because of the app’s algorithm. For example, the travel campaign #TikTokTravel, where people were invited to share videos of their past trips, was viewed by 1.7 billion people . 

→ Tips for DMOs : DMOs can use TikTok to promote attractions, restaurants, and tours partnering with influencers. Social media can attract new customers, monitor Instagrammable locations, and manage overcrowding by promoting lesser-known areas. This all helps shift tourists away from hot spots. 

Follow Solimar International’s success with social media promotion through their World Heritage Journeys of the European Union project. By providing research, media-rich itineraries, website promotion, and mobile maps, Solimar International can help your organization reach its target audience.

3. BLeisure Travel

Due to technology, the separation between work and life is blurred. This premise gives birth to the BLeisure travel, a genre of travel that combines business and leisure . Aside from those who travel for work, combining some leisure during their stay, there is an increasing number of digital nomads. These people are freelancers or smart workers who decide to adopt a traveling lifestyle. They will look for business hotels where they can easily obtain a fast Internet connection and a good working environment.

Some destinations are rebranding themselves, targeting those who work remotely. A good example is Aruba, which promotes itself as a paradise for workation .  

4. Destination Uniqueness

The tourism market is becoming increasingly competitive, especially for destinations with similar climates or natural features. To stand out, destinations need to focus on their distinctive assets. Places should identify a destination brand, which highlights their culture and the unique experiences they offer to tourists, instead of branding common and widely-available tourism practices.

An example of destination uniqueness as a trend of tourism planning is Uganda, which is widely known as a safari destination. The country rebranded itself by focusing on its one-of-a-kind cultures, landscapes, food, and traditions, labeling itself “The Pearl of Africa.” This is one aspect of Uganda’s tourism planning process. By identifying and promoting a destination brand, Uganda aims to develop an immersive tourism for meaningful and transformative experiences abroad. 

5. Transformative Travel 

Transformative travel is an expression of the experience economy combined with experiential travel. The latter is about living once-in-a-lifetime, off-the-beaten-track experiences rather than conventional ones, connecting visitors with local cultures. 

Transformative travel is defined by the Transformational Travel Council as:

 “ intentionally traveling to stretch, learn and grow into new ways of being and engaging with the world.”

Therefore, transformative travel is an immersive experience that aims to inspire personal transformation, growth, and self-fulfillment. People travel to transform their own lives and the lives of those who live in the destination. 

→ Tips for DMOs : Destinations should focus on providing unique and authentic experiences that connect travelers with locals. This enables tourists to experience local culture, food, and lifestyles, lending way to authentic experiences that they are sure to remember.

6. Sustainability and Community Engagement

Travelers are becoming more conscious of their environmental impact, and they are more willing to adopt a sustainable travel style. This means not only doing less harm to the environment, but also making a positive impact on cultures and economies, generating mutually beneficial relationships between tourists and locals.

An excellent example of a country that stays ahead of trends in tourism planning is Jamaica. Instead of boosting sun and beach tourism development, Jamaica has recently focused on community-based tourism , providing several experiences that empower locals. 

By focusing on poverty reduction, gender empowerment, equality and employment, Jamaica utilizes tourism to achieve social justice goals. 

Similarly, Solimar contributed to an Artisan Development project in Morocco. By strengthening the connection between local artisans and tourists, Marrakech and Fez saw a significant increase in direct selling to consumers, which contributed to increased local welfare.

7. Technology to Manage Overtourism

The rise of charter flights boosted mass tourism. This has pressurized cities, raising the debate on the limits of acceptable change and generating anti-tourism sentiments among residents. One example of this is in Sedona, Arizona, where we helped manage visitor flow by marketing and promoting the nearby towns and attractions in Arizona’s Verde Valley . 

→ Tips for DMOs : Destinations should exploit technological advances to develop crowd management techniques. Some DMOs used gamification to manage tourism flow, spreading visitors in less known or less crowded areas. This is popular in London, for example, with the Play London with Mr. Bean app, a program that allows tourists navigate to different parts of the city and find points of interest quickly. This gives the city the opportunity to redirect tourist flows to spread-out spots in London.

To learn more about the tourism planning process and future trends in the tourism industry, visit our Institute for Sustainable Destinations website today. 

By Greta Dallan & Hannah Lambert

Tags: #regenerativetourism , #SustainableTourism , #tourismstrategy , #travelindustry , destinationmanagementorganization , DMO development , dmos , regenerative travel , tourism development , Tourism Planning , Tourism trends

Tourism Action Plan

A lot of people would never say no to an opportunity to travel to places they have never been before. Regardless of where they may end up in and with whom, the experience of a lifetime is what they often like to seek. People may have different reasons to travel, and that’s okay. There are a lot of places that often attract tourists, whether these tourists are from a different state or a different country altogether. From statues like the Statue of Liberty, to Mount Rushmore, The Great Smoky Mountains National Park, just to name a few. But it goes without saying, it is not the tourists who may have the shorter end of the stick, it is those who are going to be doing the tours. How will you do it without causing any risks or problems? Do you have a plan set up for it? You should. Check these out.

10+ Tourism Action Plan Examples

1. tourism action plan template.

2. Rural Tourism Action Plan

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3. Standard Tourism Action Plan

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4. Sustainable Tourism Action Plan

5. National Tourism Action Plan

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9. Tourism Action Plan in PDF

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10. Community Tourism Action Plan

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11. Strategic Tourism Action Plan

What Is a Tourism Action Plan?

A tourism action plan is a kind of action plan that provides clear and concise strategies in order to make the tour a complete success. This plan can also go both ways, short term or long term. Short term tourism action plans have a specific number of weeks or months, while a long term may take up to years. This may depend on how much you expect tourists to come visit the sites or the places you plan on giving sightseeing tours for. The purpose of a tourism action plan is to plan out all the details and things necessary. From the tours, the schedules, the places and the number of people you can accommodate. 

How to Make a Tourism Action Plan

Using tourism as a means of business making use of the places to visit is a nice idea. But before you do that, you must also think of how you are going to do it. When you plan to make tourism as a business, just like any kind of business, it will need an action plan. With that being said, here are some tips for you on a tourism action plan.

1. Define Your End Goal for This Tourism Plan

To start off with your tourism plan, you must define your end goal . What are you planning on having a tourism action plan? Apart from defining your end goals, you must also define your objectives. All goals and objectives must be based on your tourism business as well as your tourism action plan.

2. Assess, Analyze and Evaluate the Numbers

Assess, analyze and evaluate the numbers. The numbers here would mean the percentage of the locations that most people tend to visit. This is a good way of knowing the best places to go and the best places to visit. This is also important to be able to assess the number of people or the percentage, analyze the place if it is worth the visit and to evaluate the entire progress.

3. Make a List of Places Known for Tourism

The next thing you can add to your action plan is a list of places. These lists of places must at least be well known throughout your state or at least throughout your county. To make it even easier for you and for any traveler to know how far and how good it is for traveling. When you make the list of places, see if they are tourist friendly. Do your research on this.

4. Make Strategies That Can Last Longer

There are strategies and t here are strategies . The strategies you plan on doing here should at least last longer than what many may expect. Some strategies last only a few months to a year, while the ones you should at least be doing should last more than a single year. Especially if these strategies can cater to the necessary things for the entire tourism business.

What is a tourism action plan?

A tourism action plan is a kind of action plan that hands out procedures and strategies to maintain a good tourism business.

When is it necessary to make this kind of action plan?

Anytime especially peak season for tourists is the best option to make a tourism action plan. The general reason is, it is always best to be prepared for anything and everything.

How do you make a tourism action plan simple?

To make a simple tourism action plan, all you have to do is to decide on your end goal and objectives. The next thing will be to assess the places that are often well known and start there. Analyze the number of people by comparing them to the least peaked seasons and the most peaked of seasons.

Tourism is a kind of business a lot of people may not be able to handle. Judging from the fact that it takes a lot of carefully thought out planning, and an action plan to keep every strategy in place. It is difficult but never impossible. So if you are planning on making tourism a business, think about your action plan.

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World Bank suspends Tanzania tourism funding after claims of killings and evictions

Plan to expand Ruaha national park has been beset by allegations of abuse, leading bank to withhold final $50m of $150m budget

The World Bank has suspended financing intended to develop tourism in southern Tanzania after allegations of killings, rape and forced evictions.

The bank began investigating last year after being accused of enabling abuses around Ruaha national park, which was due to double in size as part of a World Bank-supported programme .

“The World Bank is deeply concerned about the allegations of abuse and injustice related to the Resilient Natural Resources Management for Tourism and Growth (Regrow) project in Tanzania,” said a World Bank spokesperson.

“We have recently received information that suggests breaches of our policies in the implementation of the Regrow project. We have therefore decided to suspend further disbursement of funds with immediate effect.”

Tanzania was due to receive a further $50m, having already received $100m of the funding. Developments include building roads, viewing areas and visitor centres, and investing in wildlife monitoring and increased security.

The Guardian reported in September 2023 that the US-based thinktank the Oakland Institute had documented a range of abuses by Tanzanian rangers against villagers accused of encroaching on the national park, including the killing of cattle herders and fishers, the confiscation of livestock and the rape of women.

The Oakland Institute welcomed the “long overdue” decision, which came a year after the World Bank was first informed of potential violations of its own policies on safeguarding in April 2023.

Anuradha Mittal, the thinktank’s executive director, said: “It sends a resounding message to the Tanzanian government that there are consequences for its rampant rights abuses taking place across the country to boost tourism. The days of impunity are finally coming to an end.”

The Oakland Institute said that despite the World Bank announcing an investigation, the Tanzanian government moved forward in October with plans to redraw the boundaries of the national park, which would result in 21,000 people facing eviction.

The institute said their research shows other abuses have also continued, including the killing of a 21-year-old cattle herder in October and seizure and sale of thousands of cattle this year.

“The government’s plan to expand the park cannot go forward against the will of local communities, who will lose everything from such an expansion,” said Mittal. “In addition to preventing forced evictions, the bank must focus on how to remedy the harms caused to the villagers who have lost loved ones to ranger violence or had their lives devastated by livelihood restrictions.”

The Tanzanian government had not responded to requests for comment at the time of publication.

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