Destination Planning and Development

This document provides an overview of destination planning and development in Amsterdam, focusing on the key traits of the millennial travel market, the success of tourism in the city, a destination audit based on Buhalis' 6As framework, the government's commitment to tourism development and sustainability, and a proposed new product for the millennial market. The document also includes information on the target market, strengths of the destination, and access and amenities in Amsterdam.

DESTINATION
PLANNING AND
DEVELOPMENT

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Provide an overview of the key traits of the millennial travel market........................................4
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............4
Conduct a destination audit of the 3 key A’s within your destination - Attractions, Access &
Amenities (this audit is based on Buhalis’ 6As framework).......................................................5
How committed is the government of your destination to tourism development and
sustainability?............................................................................................................................11
Provide an overview of your proposed product in terms of the following:..............................11
Identify TWO key challenges to your product proposal...........................................................12
CONCLUSION ............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and Journals:..................................................................................................................14

INTRODUCTION
Destination planning and development facilitates and aims to understand and apply the
theoretical concepts of tourism planning and development studies (Vas, K., 2017). Destination
planning helps to tourism firms with the tools and techniques to produce reliable and
competitive tourism in the destination (Amsterdam, Netherlands). And on other side, destination
development gives strategical planning and modernised the defined areas to support the gradual
development of target destinations for tourists to provide remarkable services, quality
infrastructure and great experiences to the millennials. Millennials also addressed as Generation-
Y who was born from early 1980s to 2000s. This report is based on target millennial market for
Amsterdam, Netherlands destination.
MAIN BODY
Provide an overview of the key traits of the millennial travel market.
Amsterdam is the capital of Netherlands and it is one of the great tourist destination in
Europe. Travellers are come from different places to explore the famous things in Amsterdam
such as Canals, the Van Gogh museum, Bike riding culture, Dutch Tulips, Precious historical
and cultural references, Rijks museum, Anne Frank's house, cheese market, windmills, wooden
shoes and many more. Millennials are come to visit these famous icons so what if it is a small
country. The Generation-Y must trip on boat because it is a unique way to explore city with so
many canals (Novianti, S., Fauzi, C. and Suhartanto, D., 2020). But at the same time they must
prepare their budget in planning of travelling because it is definitely a expensive city to live in
especially the most central neighbourhood cities that is 'binnen de ring', where prices could be
double or triple.
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.
The success of tourism to date in Amsterdam, Netherlands faces successful growth in
each year. It is most popular for their historic step-gabled dwellings. In 2005, the occupancy rate
was 70% but it has been increased to 81% in 2016 which is quite higher in average of hotel
occupancy rate among rest. The tourists mainly came from Belgium, Germany, London as a

highly representatives at their destinations. The season month at Amsterdam is February when
tourists come at higher percentage. For a small city, the growth is not sustainable as crowds are
getting out of control. Millennials must plan trip for at least 3 days to explore every bit of their
destinations such as beautiful houses, canals, coffee shops and also red light districts. They can
experience famous foods and beverages at Poffertjes famous for mini pamcakes, Kaas for Dutch
cheese, Bitterballen is most famous bar served with mustard and many more areas to explore.
The record number of tourists visited every year is 17.6 million which includes both tourists and
businessman. These numbers might get increased by 2030 and is expected to 24.6 million.
Millennials must preferred their departure airport and dates of travelling in order to crack budget
friendly deals (Saarinen, J., 2017). Millennials must prepare budget because it is very expensive
city to explore tourist place and they will also find restaurants and hotels quite expensive.
Travellers need not to worry about transportation as it is walk-able and boating down canals.
Conduct a destination audit of the 3 key A’s within your destination - Attractions, Access &
Amenities (this audit is based on Buhalis’ 6As framework).
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?)
 Van Gogh
Museum-
Travellers who
are interested in
art and historic
monuments, this
is a must visit
place. This is one
of the world's
largest collection
of Van Gogh
paintings which
has been donated
by his brother,
Theo and other
family member.
 Jordaan- It is
mostly known
for its mix of
residential areas
with lively
 Amsterdam
neighbourh
oods are
safe for
walking
even alone.
It involves
all types of
people but
to avoid
only red
light
district area
for the safe
side. As
many
tourists
visit in
Amsterdam
, there is no
difficulty in
 It is general in
every
destination in
which
millennial has
been facing
the problem of
pickpocketing,
it also
includes
negligible and
serious crime.
Amsterdam is
highly known
for drug
dealing.
Tourists easily
get drugs.
Amsterdam is
very
dangerous in

markets, upscale
boutiques and
eateries, garden
courtyards. This
area is well
known as the
location of Anne
Frank House.
 Vondel park- It
is the biggest and
most popular
park in the
Amsterdam. It
reflects the
varieties of
statues,
sculptures,
playgrounds,
open air theatre
which facilitates
as a venue of
musical and
stage
performances
starts from may
to September.
languages
and
nationalitie
s. The best
time to
explore
this
destination
between
April and
may or
September
and
November.
terms of red
light district
area. This
destination
involves
illegal
activities. It is
quite
expensive to
spend.
ACCESS (A)
(access to the
destination -
Extent of direct
flights, ferry
ports etc)
 Flights  There are
five
internationa
l airports in
the country
to reach
Amsterdam
;
Rotterdam-
The Hague
 Millennials
must go
through their
budget as the
destination is
quite
expensive,
during seasons
it is not
affordable for

 Ferry Ports
airport,
Groningen-
Eelde
Airport,
Schiphol
Airport,
Maastricht/
Aachen
Airport and
Eindhoven
Airport.
Millennials
may take
flight from
Schiphol
Airport
because it
is near to
Amsterdam
and
covering all
flights from
all over the
world.
Millennials
may also
adapt
option for
Easy jet
carriers,
Jet2.com
and more.
 As ferry
free of cost,
millennials
also may
take this
mode only
they have
to search
for the
schedules
on the
docks.
ordinary
tourist. And
also tourist
must plan and
pre booked
their tickets so
they can travel
hassle free and
get seats
available at
cheaper or
reasonable
prices.
 There is no
regularities in
ferry ports,
there will be
minimum
ferries with
the
contribution to
the bus to
reach
destinations in
Amsterdam.

ACCESS (B)
(access around
the destination –
quality of trains,
road networks
etc)
 Trains
 Roads
 The train
services in
Netherlands
are quite
frequent. It
serves three
types of
trains;
intercity,
sprinter and
sneltrein,
all having
same
prices.
Millennials
may opt for
Intercity
direct but it
is more
expensive
but have
high speed
to reach the
destination.
 Amsterdam
is only the
city which
provides
night and
day bus
services,.
Arriva,
qbuzz ,
connexxion
and more
are the bus
services
provider in
the town.
 The major
operators of
train does not
provide online
booking of
trains
(Andrades, L.
and
Dimanche, F.,
2017).
 There is no
direct bus to
reach
Amsterdam,
as Millennials
have to
change at least
2-3 buses. It
is comfortable
only for
shorter routes.

AMENITIES
Accommodation
sector (is the
accommodation
suitable for the
millennial
market?)
 Hilten Hotels
and Resorts
 All
advanced
and
updated
designs.
 Quite
restful and
comfortable
.
 It is quite
convenient
for business
purposes as
it serves
audio/visua
l equipment
rental,
dictaphone,
express
mail,
meeting
rooms and
more.
 It is
familiar
with
families
and
children as
well,
provides
family
packages,
cribs and
more.
 It is
convenient
to storing
baggages,
salon and
spa, bar,
safety
deposit bix
and many
more
services.
 The interior
design does
not considered
practically.
 Quite noisy
and disturbing
in nights.
 Opening doors
with system or
cards are not
handy, what if
lost.
 Rooms are not
big as looking
in online
websites and
pictures.

 The student
hotel
Amsterdam city
 It is quite
friendly
and open to
everyone
whether
coming for
business
purpose or
planning to
come for a
month or
more, it
does not
matter at
all. It is
addressed
right to the
city's
famous
canal ring.
 It needs more
work to be
done as it
provides not
complete
services and it
is not useful
for
businessman
as they
required all
services like
equipments,
Wi-Fi and
more.
2 (a) With reference to direct access to the destination, which outbound millennial market
should be targeted?
This destination can be targeted to younger millennials who aged 23 or more. As
Amsterdam, Netherlands has various places to explore like museums they will know more about
arts and histories, they will experience more about local culture, local eateries , markets to
explore and more (Milano, C., Novelli, M. and Cheer, J. M., 2019). The younger millennials
have that mind set to prepare budget in which they can spend accordingly. They are more likely
to use technology advancement such as pre booked online tickets for travelling, hotels, already
plan places to visits.
2 (b) Are there any strengths in the destination that could be developed into a ‘new’
product for the millennial market?
Organising and planning events like musical shows, dance shows in the destination can
attract attention of younger Millennials. They like to watch shows which boosts energy in them,
make them fun and chill or they want to take a break from their stressful life. These events can
be very useful to strengthens the destinations. It can connect people from different destinations,
events are useful whatever the prices, the younger millennial will enjoy and are more likely to
join these events.

How committed is the government of your destination to tourism development and
sustainability?
The government plays a very important role in the tourism of Amsterdam, its promotes
the domestic tourism during off season when hotels and tourism sites are not over crowded.
These involves social culture, economical factors and environmental factors as well. Government
takes part in constructing and developing roads for the travellers or locals so they can feel free. It
is also focused on the expansion of flights or delays (Yrza, B. and Filimonau, V., 2021). They
provide facilities like health tourism, nautical tourism and many more. Government also focused
on tax breaks on wages of employees.
Provide an overview of your proposed product in terms of the following:
Details of your proposed new product:
The product of tourism may be tangible or intangible or may be a combination of natural,
man made resources, cultural, activities, services, facilities, attractions which represents the core
value of Amsterdam destination in specific corner. The musical event is planned and organised
to boost the level of crowd in Amsterdam which consists popular musicians, bands, sound
systems, DJs. Millennial target can purchase tickets online or offline both (Kato, K. and Progano,
R. N., 2017). They offer with variety of discounts according to their choice like early bookings,
bulk bookings and more. This aims to collect crowd in a unique way.
Location within the destination:
The event is organised in the Jordaan location in the Amsterdam which is quite crowdy
and loved neighbourhoods in the city. Tourists mostly come at that beautiful location, it gives a
way to flower lined canals, involves boutiques, cafes, shops, restaurants, studios, artist and more.
Millennial target may come over there and choose their mode of transport as per their
convenience and budget (Jarratt, D. and Davies, N. J., 2020). It is quite easy to book tickets for
flights, trains, buses days before the event, so that they can come on time for the shows and
events.
Community involvement. Is there the potential to work with local communities on this
product? If so, how could this be achieved?
Of course, involving with local communities can be useful for the events. Managing
events and attract millennial target is not easy as they come from different culture, languages and
are not familiar with local market, streets, shops and more. Involving locals may be the guide for

the millennials, they can direct or instruct to the event, they can help to reach the event location
by hiring local cabs, or may direct with shorter routes that can be walk-able.
Seasonality of your product? Is your product a seasonal or all year round product? Justify.
Tours and trips for the destination are seasonal. As organising the event, it should be plan
when tourists come (Laister, S. and Jagerroos, S., 2018). To visit Amsterdam, millennials come
mostly before summer or directly after summer time. Of course, this is the best time when
tourists are at peak point, otherwise there is no point of use to develop and organise this event in
off season when people are not there.
How does your product align with the Tourism Plan for the destination.
The nature of tour fostering the culture of local communities. Taking support from local
communities can provide quality services to the millennials. If locals does not support or event
organisation fires the local it may crucial and tough to succeed the event and achieve millennial
target (Kovačević, N. D. and Et.al., 2018). They must appeal the tourism online as well so people
may get know more about the event.
Identify TWO key challenges to your product proposal.
Challenge1
Tourism faces various competition in the market. Developing and introducing the new
product is challenging as many competitors already covered the market area (Traskevich, A. and
Fontanari, M., 2021). They have already made contacts with local authorities who support them.
To enter with a new product should use new technologies and advancement to attract millennial.
Challenge2
Choosing location in the destination for the event is difficult and challenging as it faces
the problem of transportation. It should be keep in mind about the modes of transportation that
millennials can arrive at the event on time and with easy modes (Moscardo, G., Konovalov and
Et.al., 2017). Tickets books must be available and cheaper to purchase. Hotels can be hired to
sell the event tickets so that people will not struggling for their enjoyment.
CONCLUSION
As per the above report, it has been concluded that destination planning and developing
is quite challenging to attract millennial targets. To know their likes and choices local authorities
must design and organise and facilitates at their best to satisfy the millennial targets. They must

be aware of their culture but in other hands, tourists must study all the aspects of their trip such
as budget, transportation, booking of hotels and more.

REFERENCES
Books and Journals:
Vas, K., 2017. Birding blogs as indicators of birdwatcher characteristics and trip preferences:
Implications for birding destination planning and development. Journal of Destination
Marketing & Management, 6(1), pp.33-45.
Novianti, S., Fauzi, C. and Suhartanto, D., 2020, April. Spatial analysis of tourist dispersal and
mobility for tourism destination planning and development: A case study of great ocean
road region, Australia. In IOP Conference Series: Materials Science and
Engineering (Vol. 830, No. 3, p. 032081). IOP Publishing.
Saarinen, J., 2017. Enclavic tourism spaces: Territorialization and bordering in tourism
destination development and planning. Tourism Geographies, 19(3), pp.425-437.
Milano, C., Novelli, M. and Cheer, J. M., 2019. Overtourism and tourismphobia: A journey
through four decades of tourism development, planning and local concerns.
Yrza, B. and Filimonau, V., 2021. Integrating sustainability in destination management plans and
policies of a post-Soviet state. Tourism Planning & Development, pp.1-23.
Kato, K. and Progano, R. N., 2017. Spiritual (walking) tourism as a foundation for sustainable
destination development: Kumano-kodo pilgrimage, Wakayama, Japan. Tourism
Management Perspectives, 24, pp.243-251.
Laister, S. and Jagerroos, S., 2018, November. Different routes-same destination: planning
processes for decommissioning in South East Asia. In SPE Symposium:
Decommissioning and Abandonment. Society of Petroleum Engineers.
Jarratt, D. and Davies, N. J., 2020. Planning for climate change impacts: coastal tourism
destination resilience policies. Tourism Planning & Development, 17(4), pp.423-440.
Kovačević, N. D. and Et.al., 2018. Applying destination competitiveness model to strategic
tourism development of small destinations: The case of South Banat district. Journal of
destination marketing & management, 8, pp.114-124.
Andrades, L. and Dimanche, F., 2017. Destination competitiveness and tourism development in
Russia: Issues and challenges. Tourism management, 62, pp.360-376.

Traskevich, A. and Fontanari, M., 2021. Tourism Potentials in Post-COVID19: The Concept of
Destination Resilience for Advanced Sustainable Management in Tourism. Tourism
Planning & Development, pp.1-25.
Moscardo, G., Konovalov and Et.al., 2017. Linking tourism to social capital in destination
communities. Journal of Destination Marketing & Management, 6(4), pp.286-295.