CW1 Toolkit for Destination Planning & Development

This CW1 Toolkit provides a comprehensive guide for destination planning and development in the field of tourism and leisure. It includes an overview of the millennial travel market, an analysis of the tourism environment in Rome, Italy, and a proposal for a new tourism/leisure product. The toolkit covers topics such as understanding the millennial market, overview of tourism in Rome, destination audit, long-term vision/plan of the destination, and a proposal for a new product. It is designed for students studying destination planning and development in the module of Destination Planning & Development.

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CW1 Toolkit
Module: Destination Planning & Development
New Tourism/Leisure product Toolkit
Chosen Destination: Rome, Italy
1 Understanding the millennial market
Provide an overview of the key traits of the millennial travel market(as this
should inform your proposed new product)(100 words)
Suggested sources of information:
Travelport – Global Digital Traveller 2019 https://marketing.cloud.travelport.com/Global-Digital-
Traveler-Research-2019
Skift Report – how travel advisors love millennials
https://skift.com/2019/12/10/who-loves-travel-advisors-the-most-its-millennials-not-boomers/
Skift report on how Africa is trying to attract millennials – use this as a basis for reviewing your
own chosen destination https://skift.com/2018/02/07/travel-megatrends-2018-africa-needs-to-
woo-millennials-at-home-and-abroad/
The new and emerging destinations and the changes in the travelling styles has increased
the need for the human interaction. As per the Travelport Global digital traveller research
report 2019, which states about the preferences finds that the younger travellers are more
interested for getting travel advise and tour operators for making the bookings (Cavagnaro,
Staffieri and Postma, 2018). The millennial travellers are in need of the human touch at the
right time for carrying out the process. The 50% of the Gen Y usually always turn to the
travel professionals for getting suggestions. Also, the millennial generation is forgoing the
classic beach and looking for a unique experience.

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2 Overview of tourism within your destination.
Provide an overview of the success of tourism to date in your destination –
focus on visitor numbers/flows, tourism revenue, key markets and whether it
is a seasonal destination. (200 words)
Suggested sources of information:
UNWTO (2017-19)Tourism Highlights
Review the weather and holiday packages of the destination – is it a seasonal destination?
Rome, Italy is considered to be the world’s leading destination for tourism which is mainly
because of its incalculable immensity in respect to its archaeological and art treasures
along with the charm of the traditions. This is the main strength of this place. In terms of
inbound tourism, in the year 2019, the total arrivals (overnight) are nearly 65,000 (in
thousands) in comparison to 61,000 of 2018. The domestic tourism declined in 2019 to
50000 from 62000. The outbound tourism also increased for international tourists from
35000 to 40000 in 2019 (European Union Tourism Trends. 2018). State museums in the
province of Rome have an income of approximately 86 mn euros in the year 2019. In this
respect, the complex of the Colosseum, Roman Forum and the archaeological area of the
Palatine Hill is the most renowned and piece of attraction which is being visited by more
than 7.6 mn tourists in the year 2019.The main visitors are from the US visitors who
complete the most international overnight stays, followed by China and Spain. The weather
condition of Rome is Mediterranean with some elements of continentality. It has attractive
holiday’s packages at every season. It is not a seasonal destination but spring is considered
to be the best time.

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3 Destination Audit – an analysis of the existing tourism environment
within your destination
Conduct a destination audit of the 3 key A’s within your destination -
Attractions, Access & Amenities (this audit is based on Buhalis’ 6As
framework). Your audit should show the strengths and weaknessesof each of
the 3 A’s with reference to the millennial market.(500 words)
Suggested sources of information:
- World Economic Forum, Travel & Tourism Competitiveness Reports (provides ‘scores’ for
natural and cultural attractions, air transport and ground infrastructure)
- Travel Guide Books on the destination
- TripAdvisor reviews of attractions, accommodation etc
Destination A’s List the key As
within the
destination
STRENGTHS
(Cite references to
justify your claims)
WEAKNESSES
(Cite references to
justify your claims)
ATTRACTIONS
(are the attractions suitable
for the millennial market?)
Villa
DoriaPamphili,
Villa Torlonia
and Bioparco
di Roma,
Colosseum, St.
Peter's Basilica
and many
more places of
visit
All these places is
vast and on the
evening of
summers it
creates an
ambience with
attractive
backgrounds,
fountains, fauna,
ponds etc. The
super greenery
scenes are its
main point of
attraction (Natale,
and Piccininno,
2018).
But this place might
not be the place
millennial is looking
for, as they for
looking for
something unique.
In case of Villa
Torlonia, it should
be more emphasised
as the tourist spot.
ACCESS (A)
(access to the destination -
Extent of direct flights,
ferry ports etc)
Direct Flights There is easy
availability for
flights Rome
which is even
direct and at the
reasonable prices.
But during the peak
time or the season,
the availability of
the ticket might be a
problem. Also, even
if the flight is
available then it can

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beof long duration
which might turn
out to be very tiring.
ACCESS (B)
(access around the
destination – quality of
trains, road networks etc)
Public
transport
system: metro,
bus, tram,
Urban railway,
taxis, transport
tickets and the
travel cards
The availability
of different types
of transport
facilities within
the destination,
Rome, is its
strength in easily
making
movement from
one place to
another. Also,
there is no need
to rely upon just
one sources, and
this public
transport system
is easily available
and be accessed.
This facility
results into
attracting large
customers into
the place for the
purpose of
holidays as there
is no problem of
transportation
(Maier, 2020).
The metro is
Rome has 3 lines
which cross the
city diagonally
and stops at the
city’s main point
of attractions.
With the limited
availability of
metro, bus can be
used for getting
around in the city.
It is right that the
quality of transport
system of the place
is good but in order
to take the train or
the metro requires to
be at that place on
time otherwise you
will miss it. In cases
of taking taxis will
be little costly in
comparison to the
other transport
facilities being
available. Also,
because of
limitation n metro,
the traveller might
eb require to change
the transport as per
the situation.
AMENITIES
Accommodation sector (is
the accommodation
suitable for the millennial
market?)
HOTEL
ADRIANO,
HOTEL
ABRUZZI,
J.K. PLACE
ROMA,
PORTRAIT
In terms of
accommodation,
Rome is a perfect
place and for
getting suitable
for the
millennials is
The places available
as accommodation
can cost very
expensive if the
prior booking s not
done. In simple
words, under the

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ROMA etc. very easy. It
hasvariety of
hotels and places
which can meet
with the various
requirement of
the guests. The
traveller can get
accommodation
in any place near
to the any of the
place of visit
asthis place is full
of tourist place so
the availability of
the
accommodation is
not a big task.
situation of
emergency, the
traveller might be
required to pay more
for getting the place
and during the peak
season, the prices of
the rooms doubles.
Thus, resulting into
making the trip
costly. This can be
considered as the
disadvantage or
weakness of the
accommodation
sector of Rome.
2 (a) With reference to direct access to the destination, which outbound
millennial market should be targeted? (100 words)
With reference to the direct access to the Rome, the US millennial market
should be targeted as because of the easy availability of the travelling option
and the benefits it will create for the place is very huge and great.The
millennials of US will be the best as they are vey much interested in travelling
and exploring new things and also constitutes the major part of the
international overnight stays. Therefore, it is better to look on attracting
more tourist from the US which will help in generating greater revenue for
the destination along with making it attractive for others.
2 (b) Are there any strengths in the destination that could be developed
into a ‘new’ product for the millennial market? (100 words)
The infrastructure and the places of visit in Rome were made by the Roman empire which
shows their engineering skills. This can be further used as the strength in the present time
and can be further developed which will help in creating a new product or the place of
attraction for the travellers (Salata and et.al., 2017). Since, the main strength of the Rome is
its attractive places to visit, natural views, availability of the best transport system at the
reasonable costs and effective accommodation facilities. Therefore, the infrastructure and
transport system can be worked upon and improved for attracting more millennial tourists.

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3 What is the long-term vision/plan of the tourism destination? (as your
proposal must align with this)
How committed is the government of your destination to tourism
development and sustainability? (100 words)
Suggested sources of information:
- Sample of a Government’s commitment to sustainability-
Portugalhttps://www.traveldailynews.com/post/portugals-2027-vision-to-become-one-
of-the-most-sustainable-tourist-destinations-in-the-world
- WEF Travel & Tourism Competitiveness Reports – check out the ‘commitment to tourism’
indicator
- Local newspaper articles
There are several steps or approaches that are used by government for tourism
development and sustainable in Italy, Rome. Such as five core areas like peace,
partnership, prosperity, people and planet are integrated and qualifying parts of Italy
policy. Short term priorities are set by government in order to bring country back from
socio-economic prosperity conditions. Government has organised key program to educated
people the way tourism can be developed and sustain so that economic can grow and
people can live better lifestyles. Some of the capital or funds are also invested by
government in development and sustainability of numerous facilities so that tourist have
more comfort or enjoy the trip.

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4 Your Proposal for a new tourism/leisure product
Provide an overview of your proposed product in terms of the following:
(500 words overall)
Suggested sources of information:
Skift reports on different types of tourism for the millennial market – Megatrends defining
travelhttps://skift.com/wp-content/themes/skift/img/megatrends-2019/Skift-Megatrends-
2019.pdf; egexperiential travelhttps://skift.com/wp-content/uploads/2014/06/skift-peak-
experiential-traveler-report1.pdf; conscious travelhttps://skift.com/2019/01/15/conscious-
travel-emerging-as-yet-another-hot-luxury-trend/; transformative
travelhttp://skiftx.com/wp-content/uploads/2018/04/The-Rise-of-Transformative-
Travel.pdf; pop-up tourismhttps://skift.com/2018/05/15/hotels-experiment-with-pop-ups-
to-attract-new-audiences/
Details of your proposed new product (100 words)
Provide details of your proposed product (use images (if possible) to also showcase your idea.
Conscious travel has been taken as new product idea for Rome, Italy as most of the
traveller visit Italy in order to enjoy their vacation and spend their leisure time in better
manner. So, increase in number of visitors across Rome, Italy that lead to wastage or
more utilisation of resources for satisfaction of needs of foreign tourist. Therefore, threat
to resources and environment of Rome, Italy has contributed in development of
conscious travel or sustainable travel economy (Montero, 2016). This means rather than
negative impact of travelling it should be give positive impact on environment and
society thereby enriching lifestyles of local residents living in Italy, Rome.
Location within the destination (100 words)
Present and justify the location – use the findings from your ‘Access (B) audit’(it should
be accessible) and ‘Attractions audit’ (are there other attractions in the area that could
enhance the experience? Or are you choosing an area with limited attractions to promote a
more sustainable tourism product?) (findings from Section 2)
Peter's Basilica, Villa Torlonia and Bioparco di Roma, St. Peter's Basilica Villa
DoriaPamphili and Colosseum are some of the attractive place of Rome, Italy so all
Conscious travel or product will be implemented by growth and sustainability of
tourism. All these place need to be preserved and saved so that future generation as well
as existing local resident and foreign tourist can be enjoyed the place and effectively
utilised their holidays. Thus, it can be stated that all other destination of Rome, Italy will
be used to promote Conscious travel for achievement of tourism goals.

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Community involvement (100 words)
Is there the potential to work with local communities on this product? If so, how could this be
achieved?
Yes, there is potential of product development with local communities of Rome, Italy as
they are only individuals that have to face negative impact of travel or tourism such as
limited availability of resources or more polluted environment. Local community by
ensuring that tourist visitors in Rome, Italy can make best or optimum utilisation of
resources so that it can be available for existing as well as for future generation. People
needs to take active part to save their natural resources by informing tourist visitors why
it is important to promote the concept of conscious or sustainable tourism for themselves
as well as for others (Qiu Zhang and et.al., 2017).
Seasonality of your product? (100 words)
Is your product a seasonal or all year round product? Justify
No, the new product development that is Conscious travel is not seasonal products as
local resident, organisation as well as government has to take steps around the year
rather that season basis. As most of the tourist visit Rome Italy around the year for
having fun and entertainment so individuals needs to continuously take steps towards
sustainable management or conscious travel development. So that natural resources and
products can be saved or preserved for future generation. Continuous steps taken will
have in making ensure that resources are fully utilised, environment is preserved so that
local as well as future generation have enough products to satisfy their respective wants.
How does your product align with the Tourism Plan for the destination
(Section 3) (100 words)

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The Conscious travel product is aligned with tourism plan for Rome, Italy as demand of
tourist to visit different destination is increasing at rapid stage due to enhancement in
their disposable income. The main aim of Tourism plan is to promoted growth and
success of destination so that more and more foreign visitors are influenced to visit Italy
to enjoy their leisure time and money (Hardy and Pearson, 2016). So, development of
Conscious travel will contributed in sustainable management or preservation of
resources to satisfied needs of various future visitors to Rome, Italy thus increased
overall tourism in destination.
5 Are there potential challenges to your proposal?
Identify TWO key challenges to your product proposal (challenges could include
the potential lack of local support, potential environmental damage, competition,safety and
security (only relevant to some destinations)etc (400 words)
Challenge 1 (with Justification)
Potential of local support: One of the most common challenged in the implementation
of product proposal is that local resident cannot be able to provide sufficient support
that could helps in promoting Conscious travel in Rome, Italy. Different people have
different perceptions and belief or value so some may be against or in favour of the
same. So it is difficult to coordinate and influence local resident to take active part in
implementation of product proposal so that end goals of destination can be achieved in
better manner. At the same time, neither people have more time to take steps toward
sustainable management of resources or to minimise negative impact of tourism.
Therefore lack of time and efforts put by individuals is a great challenged for
implementation of product proposal. Lack of interest of stakeholders or local resident,
organisation and government also lead barrier in effective promotion of idea. Thinking,
attitude and prospection of individuals also acts as challenged in promoting the products
proposal therefore key steps need to be made to aware local resident why it is important
to promote Conscious travel (Horváth, 2018). Therefore, Fragmentation or division of
people is also one of the key challenged related to product proposal as all individuals
has different preferences and point of view.

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Challenge 2 (with Justification)
Lack of resources: There are limited resources in environment or government, local
organisation have less capital to invest in Conscious travel so that tourism and travel can
be increased in Italy, Rome. Lack of financial resources, less awareness among people
may act as a barrier in implementation of products proposal that is Conscious travel that
will find affect growth of tourism of Italy. It can be justified that lack of resource is one
the challenged of Italy, Rome in minimising negative impact of tourism as less
technologies and resources can be used to optimum utilise available resources.
Therefore it can be stated that in order to achieve tourism plan goals and promote
Conscious travel government, organisation and local residents needs to take crucial
steps in arranging fund and investing it for benefit for the society (Perna, Varriale and
Ferrara, 2020). So that more and more benefit can be given to local residents or people
that are living in Italy, Rome.

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6 References
Provide at least 20 contemporary and relevant references cited in
accordance with UCB guidelines.(Many are already included within the toolkit
itself)
Cavagnaro, E., Staffieri, S. and Postma, A., 2018. Understanding millennials’ tourism
experience: values and meaning to travel as a key for identifying target clusters for youth
(sustainable) tourism. Journal of Tourism Futures.
Hardy, A. and Pearson, L. J., 2016. Determining sustainable tourism in
regions. Sustainability, 8(7). p.660.
Horváth, D. B., 2018. A New Era for Urban Tourism? The Case of Venice,
Italy. Almatourism-Journal of Tourism, Culture and Territorial Development, 9(17). pp.13-
32.
Maier, J., 2020. The Eternal City: A History of Rome in Maps. University of Chicago
Press.
Montero, B. G., 2016. Thought in action: Expertise and the conscious mind. Oxford
University Press.
Natale, M.T. and Piccininno, M., 2018. Italy: tourism and technological innovation: the
spectacularization of cultural heritage in rome and cerveteri. Uncommon Culture, pp.134-
145.
Perna, G., Varriale, L. and Ferrara, M., 2020. Internet for Supporting and Promoting
Accessible Tourism: Evidence from Italy. In ICT for an Inclusive World (pp. 149-160).
Springer, Cham.
Qiu Zhang, H and et.al., 2017. Creating a scale for assessing socially sustainable
tourism. Journal of Sustainable Tourism, 25(1). pp.61-78.
Salata, F. and et.al., 2017. Implications of climate and outdoor thermal comfort on tourism:
the case of Italy. International journal of biometeorology, 61(12), pp.2229-2244.
Online
European Union Tourism Trends. 2018. [Online]. Available Through:<https://www.e-
unwto.org/doi/book/10.18111/9789284419470>.

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