Module: Destination Planning & Development.

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Module: Destination Planning &
Development
New Tourism/Leisure product Toolkit
Chosen Destination:
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/
Some of the key traits of the millennial travel market incudes-
human touch, look for value and not cost, travellers need
transparency and control in their personalised booking,
increased demand for technology that can help in making
travelling easy (Gretzel et al. 2016). All the millennial care
about is authentic experience and the local travellers are
equally important. It was found out from a research that the
millennial travellers require human touch at the right time
and therefore they are likely to approach the travel advisors
for online booking. It is found from research that about 86% of
the millennial travellers look for value and do not consider the
cost while searching for flight (Skift 2020). Therefore the
millennial travels make use of technology for comparing sites
that can provide them more value. Travellers wish to
personalise their bookings (Skift 2020). Keeping the demands
of the millennial travellers in view such a product will be

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developed that can provide for experiential tourism.
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?
Croatia Zagreb is one of the favourite destinations for
travellers during the Christmas holiday and it has also won
the award of “being the best European Christmas holiday
destination”. The city has seen a continuous growth in its
tourist since the previous years and the tourism minister is
expecting a growth in the demand for Croatia Zagreb. The
country is expecting good amount of reservation for autumn
as well (Dwyer, Tomljenović and Čorak 2017). The number of
visitors in the last year was approximately 19.4 million. Many
joint events are expected to be conducted by the countries of
Croatia and China for promotion of tourism in both the
countries. The number of chief visitors in Croatia Zagreb has
increased (www.total-croatia-news.com 2020). Due to the
increased number of tourist visits in the destination, it earned
a tourism revenue of about 10 billion euros and the tourist

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sector of the country contributes to 17% of the overall GDP of
the country and is considered to be one of the top European
countries measured by the contribution of the tourism sector
to the GDP of the country. According to the tourism ministry
of Croatia, about 234,100 Chinese tourists visited the country
and this led to an increase in the Chinese tourist by about
46% from the previous years.
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

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based on Buhalis’ 6As framework). Your audit should show the
strengths and weaknesses of 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?)
Some of the
major
destinations
that can be
enjoyed by
the
millennial
include:
church of
Saint Mark's,
Zagreb
cathedral
and
treasure, the
museum of
broken
relationships
, lotrscak
tower, stone
gate,
Museum of
Mimara and
similar
others.
Plitvice lakes
and Rastoke,
Ljubljana
and Bled
lake, Plitvice
These are
one of the
most visited
tourist
attractions,
the tourist
can cross
borders to
visit the
Slovenia and
discover
various
other
attractions.
The capital
city is
famous for
its ancestral
and historic
castles and
Austro-
Hungarian
architecture.
The tourist
attractions
are usually
pedestrian
friendly. The
escape room
One of the
major
weakness is
that the
tourists may
have to face
a lot of crowd
because all
the locations
are crowded
and therefore
it may be
challenging
for the tourist
to navigate
the crowd by
themselves
and therefore
a lot of
energy and
time may be
spent in only
visiting a few
locations.