Strategic Planning for Tourism and Leisure

This document discusses the benefits of strategic planning in the tourism industry, specifically for a coastal area like Broadstairs. It also evaluates the importance of collaborative planning and provides a brief tourism strategy to address current challenges. The strategy aims to enhance the reputation and attractiveness of Broadstairs as a tourist destination.

Strategic planning for Tourism and
Leisure

INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
PART 1............................................................................................................................................2
A. Examine the benefits of producing tourism strategic plans for a coastal area........................2
B. Evaluate the importance of Collaborative Planning in tourism and justify why this approach
would be useful for Broadstairs coastal area...............................................................................4
PART 2............................................................................................................................................6
C. Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing..............................................................6
D. Describe how your vision and objectives could be implemented and identify the key
stakeholders in charge of delivering those objectives.................................................................8
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
1

INTRODUCTION
The strategic planning of the tourism enables the execution of business resources in
the practice of regional tourism management (Alam and et.al., 2018). With the area of leisure
and tourism, individuals and money are growing globally as visitors. Strategic planning is the
process in which a organisation defines a strategy and also allocates strategy and assets and
makes appropriate decisions for the execution of an action plan. Strategic planning has a critical
part to perform in both tourism and leisure. The travel and tourism industry is rising rapidly and
is also contributing to the infrastructure of the nation. This report based on the situation of on
Broadstairs that is one of the famous tourist attractions of East Kent coast, the advantages of
strategic output are addressed and successful advantages are also given. Strategic planning in the
tourism industry allows a company to fulfil the desires and expectations of customers in order to
provide tourists with better or more successful experience. In addition, it is the obligation of the
travel industry that provides better destinations for tourists so that they might show an interest in
that region. This study addresses the planning strategy for the growth of tourism. The re-use of
historic buildings leading to the growth of strategic tourism will be addressed in the scope of this
research.
MAIN BODY
PART 1
A. Examine the benefits of producing tourism strategic plans for a coastal area
Strategic tourism planning has been one of main activities that can be described as
definition of specific long-term goals and strategies. One of its key goals of this component is to
maximize the opportunities of enhancing the favourable image of a particular place such that a
huge number of tourists are easily influenced (Ali, 2018). According to current scenario, tourism
is among the significant factors which contribute to growing the economic level of imports and
exports of products & service. This will help to generate foreign exchange earnings and, at the
very same time, also boost the economy of a specific country.
In fact, the coastal area is among the fastest growing destination in the world, as a large
number of tourists are drawn to it. It is primarily a mixture of multiple attributes, including such
ocean, sand and sun side. This is why coastal areas are becoming more popular destinations for
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citizens. In this respect, there have been some reasonable benefits of creating strategic tourist
plans that enhance the reputation and prestige of the specific destination area:
Foreign exchange income: It is the key benefits of coastal tourism that it raises foreign
exchange income by exporting and also by importing goods and services. It significantly resulted
in the production of income for the host economy. It can also help to increase the quality of life
of the sand nation of their local people.
Change in coastal areas: One of the key advantages of creating strategic strategies for
coastal areas is that they help to sustain local councils that help enhance local protection,
conditions, well-being, facilities and standards of aesthetics. In this regard, adequate
infrastructure is needed to better support to coastal tourism, which considers the construction of
employees' housing, railroads, glamorous and eye-catching retail malls, airports and several
more. With both the assistance of this type of structure, the performance of local people and
standard of living of visitors can quickly be effectively improved.
Competitive advantage: Effective strategic tourism plan has a major role to play as it
connects more travel companies focusing on working with designed specifically connecting with
local customs. In addition, these suppliers also concentrate on environmental protection and help
in enhancing the well-being of the local economy. It will straightforwardly assist to enhance the
potential for competitive advantages from some other area or location as well.
Preservation of nature: Coastal tourism explicitly supports the conservation of habitats in
the tourism field. Towards this end, the government also implements some beach protection
groups and also establishes neighbouring parks to protect them (Bryson, Edwards and Van
Slyke, 2018). The main goal of this category of community is to preserve and conserve coral
ecosystems, fishing industry resources, marine invertebrates and many others.
In addition to this, there are a variety of attractions in London City, such as Studio Tour,
London Eye, Aadame Tussauds London, London Tower, Buckingham Place Tour, Kensington
Place, Hop off Bus Tour, Shard View and several other destinations. All these attractions,
London eye is chosen, which is a very wonderful place to visit as well as an attractive place for
tourists. There is also a Ferris wheel with a circumference of 394 feet on the south bank of the
River Thames.
These are all powerful advantages for the creation of successful strategic plans in the
tourism sector. In this sense, strategic planning requires a certain amount of coordination
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between various business functions. It is the role of the leader to improve the morale of the team
members so how they can try to achieve the goals of the business in a better way. The key
motivation in strategic planning is to create and develop a stronger action plan for the near
future. There are several advantages of strategic planning in the London Eye that are recognised
as above:
Attract more tourists: Strategic planning is determining the centre of attractions which
are directly interlinked between various factors and which create at destinations (Harilal,
Tichaawa and Saarinen, 2019). For example, a number of tourist destinations play an essential
role in preserving, as well as safeguarding natural world and trying to develop historical heritage
in a better way.
Innovation and technology strategies: It is necessary for the London eye in order
to maximise the sales as well as the level of profit by offering attractive tourists destinations. In
respect of innovation strategy, there are many people that also come for travelling purpose and
UK's government apply advanced technology to perform their operational functions. For
example: Innovation plays a critical part to attract people and it is main component of the
strategic planning that also evaluates to provide satisfaction. Ferris wheels brought up using
modern technology, such as high-tech crystal capsules, cannot be severely affected by this
project.
Differentiated costing: In this context, it is the primary duty of the tour manager to build a
strong plan for trying to take effective cost decisions. It is a required step of strategic planning to
provide advantages for London Eye (Jokinen and et.al., 2018). In strategy, firm set different
price for adults and children. For example, London eye has established or divided its costs for
different services by taking into account river cruises, Ferris riding, lodging and many other
services.
B. Evaluate the importance of Collaborative Planning in tourism and justify why this approach
would be useful for Broadstairs coastal area
Collaborative planning is among the most successful and participative approaches that aims
to involve stakeholders in the organizational decision making process. In relation to tourism,
collaborative planning is recognise to include a clear conversation inside the business meeting by
participating stakeholders that will help to share their view and they take best decision to
establish the absolute best aim and goals. It mainly refers to the attempts that have been made to
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better control the market growth of a specific tourist destination, with the goal of welcoming a
lot of tourists there. This kind of planning not just create opportunities for interested parties to
boost their profit margin, but also helps to promote the ultimate tourism development that leads
to enhancing the financial condition of the country.
It is important for the tourism industry that enables the stakeholders to introduce innovative
ways of influencing consumers and also sustains the successful business for a long period
(Kemp, 2018). It will make the reputation of tourist companies more famous and competitive.
Tourism industry could easily accomplish its goal and at the very same time achieve all the
objectives and aims that set in an efficient manner. In addition, collaborative planning can lead
the opportunities for tourism that connect with the environment, social initiatives and the
community. It can help to build or establish successful possibilities for the region to work in
collaboration to create the best supply chain that will help to provide visitors with better returns
on investments. In the background of the Broadstairs, it is situated on the East Kent coast
between the Margate and the Rams-Gate.
This specific destination has many beautiful attractions such as sandy basses, a characteristic
high street that influences or encourages tourists to the very same place. For doing so, the
collaborative planning process will straightforwardly lead to the realization of the significant
benefits for gaining a competitive edge and it is more popular and famous in the local tourism
sector. This can be achieved by making local residents aware of all cultural issues, the
accessibility of services, the exchange of ideas, the resulting knowledge that contributed
significantly to enhancing and creating better tourist chances (Martins, 2018). This can be
helpful for the tourism industry to boost the chances of gaining a competitive edge by generating
income and raising the amount of people who come to visit there.
In addition , successful collaborations approach include taking on roles such as building
rental opportunities, enhanced food facilities, advice and knowledge centre, stronger networking,
public transportation, and so on. All of these are helping to boost the coastal area, where too
many tourists are visiting to make this place more famous & popular. The participation of coastal
stakeholders is important and crucial as it helps to establish a strong network and also facilitates
all tourism specifications. As noted above, collaborative planning for Broadstairs helps to
provide an ability that leads to the integration of locally authorised representatives of the tourism
industry, such as state agencies, businesses and plenty of others.
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In this relation, there are a few advantages of collaborative tourism planning that adds value
in validating that this method would be efficient for Broadstairs coastal area:
Sustainable development: In collaborative tourism planning, effective planning helps to
prevent the operating costs which needed for the development of tourism by constructing the
proper or optimal use of existing resources (McLoughlin, and Hanrahan, 2019). It is going to
implement market demands in relation of growth opportunities design and also analyse as well as
trying to seek customer demand. This can be successful in making or helping to bring the
possible outcomes of sustainable development at global marketplace by creating its competitive
picture in-front of huge tourists.
Effective solution: Tourist collaborative planning is often seen as an intelligent strategy, as
it confirms to be very cost effective solution that involves the suitable use of every local
information and expertise to attract more and more clients to a particular coastal area. In
addition, effective or combined attempts are also assessed or designed to support the
development of a good and competitive edge.
Identify authenticity: This is very essential for tourism sector to evaluate the authenticity of
interested parties who are taking part in the development process. It can be beneficial in
enhancing the adverse influence on the visitor as well as the area identified. Through using
collaborative planning, the tourism sector can easily have made the best and most effective
decisions to improve tourists and coastal areas, and to create huge possibilities for future growth.
PART 2
C. Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing
Tourism strategy is used for temporary transfer of tourists to be unique locations beyond
their usual workplace. That is why a successful tourism strategy is essential to company so that
they might easily develop their market position. In this regard, Broadstairs is among the most
popular and famous coastal town on the East Kent coast of England. It's almost 80 miles east
from London that has a seamless transportation facility for access to that location. In addition to
this, it also has seaside charms with classic ice cream shops, chic shops and several other facets
that help to draw attention of the customers (Morrison, 2018). This sort of place is a very
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desirable tourist destination for young people such as couples and families who really like the
mild climate.
In relation to this, one of the key strengths of tourist destination is that it provides an
appropriate night parties for all ages of groups, enticing and beautiful vibrant seaside music
shows, music restaurant and much more. Both of these have a positive effect on tourists' minds
by motivating them to travel towards a particular coastal region. Mainly, an successful tourism
plan includes a clear vision and objectives that enable Broadstairs to create a more popular
picture that attracts ever more tourists. Throughout this respect, the main goal of this specific
tourist destination is to welcome diverse populations to provide them with high quality services.
This may encourage economic growth inside the country by creating huge opportunities for
employment.
In addition, the vision of Broadstairs is to make the destination more appealing, attracting
and eye-catching so that tourists are happier, satisfying and better able to remember this tourist
attraction. In particular, it requires creativity in the services provided to tourists in order to
enhance their profile.
In addition, the key objective of coastal region is to establish and preserve coastal heritage,
which leads to the acquisition of opportunities to improve a strong economic structure. Along
with this, the long-term goal is to build a sustainable and liveable economy that will help meet all
the needs of stakeholders such as tourists, investors, citizens and many others who are connected
to a particular destination (Moutinho and Vargas-Sanchez, 2018). In order to achieve the same
aim, the local authority of Broadstairs is taking measures to enhance as well as build better
facilities and establish the best transportation services for visitors so that they can travel over and
over again. It helps to make it a competitive and famous coastal town. These are some common
issues which are faced by the Broadstairs and with the help of effective implementation of their
vision or objectives allow them to face such challenges and issues. All of this vision, goal and
objective will help in addressing the challenges or issues through creating several opportunities
such as job for local citizens, who contribute to raising their living standards and to making
economic conditions stronger.
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D. Describe how your vision and objectives could be implemented and identify the key
stakeholders in charge of delivering those objectives
The key objective of Broadstair is to improve the economy of the region as well as to
improve pride by reducing littering and un-empathetic attributes. On the other hand, its goal is to
increase the flow of disposable income throughout the local area in order to enable people to
spend more this business. However, the development of the economy will help the citizens of the
town, since it will fill the requirements of its inhabitants and will also be capable of drawing the
interest of the tourists, which is a good sign for the area. The specified vision and objectives of
tourism strategy can be implemented by the group team, with the aid of the following
approaches, which are clarified as follows:
 By gathering all the organisations that are involved and have knowledge of the
Broadstairs town. This form of enterprise operates in collaboration in order to frame
behaviour relevant to the region. Healthcare services, leisure, hotel restaurants, food and
much more characterize the organisational market.
 The city's national governments may take voluntary action to commercialise the
capturing assets of the city (Nowacki and et.al., 2018). Cafés, resturant, pictures
nearby seaports, the award-winning St Peter’s Village Tour, Crampton, Dickens House
and so on are protected by these valuable properties.
 The key focus of the local authorities must be on the development of the city centre,
introducing new and different business ideas, renovating old buildings and expanding the
civilian domain of the city. However, the United Kingdom can be persuaded to visit the
city with the aid of multiple languages marketing strategies.
 The vision should be accompanied by the incorporation of compression tower trust plans
into the policies of the Council. With foreign students, it is important to enable them to
study at Universities and to stand united with English language schools in order to
enhance the capacities of tourist numbers to the destination.
 By collaborating with another company, the growth of the city results in improved way.
Though concerted efforts can result in learning, information sharing and the settlement of
unique issues affecting the Kent district. Whereas, it actively or implicitly allows the
partners involved to develop ideas and examples which are the most effective activity.
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 By improving the three locations, such as the Stonemonty hall, the retort house and the
Crampton tower museum, the history of the city can be enhanced. Residential
neighbourhoods, a healthy combination of business activities and a style of leisure
activities are also included.
 Another main initiative to be integrated is the creation of harbour and beach facilities
without harming the environment, views, historic buildings and marine habits (Porter,
2020). More attention should be paid to Viking Bay that seems to be the biggest tourist
attraction.
Stakeholders are considered to be the core component of the organization since they play an
essential part in the firm's development and progress. They are also accountable and responsible
for growing the company's revenue and market share. These are also accountable for defining
key issues and discussing solutions within the relationship in an efficient manner.
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically
As per the strategic and designing group centred on the localise people who wants to
employment opportunities. The destination of Broadstairs is beautiful town on the East Kent
coast in between Margate and Ramsgate. There are many places to see and do things and there
are living about the 25000 older people who are not working after the retirement because there
are big amount of people are working as self-employment at the age of 16 to 64 years local
individual is 19% or medium and large assemblage (Fernández-Tabales And et.al, 2017). At this
place employment rate is very low which is 20% so for this make different types of strategy in
order to provide various benefits to local people and visitors.
Social economic advantage of the resident and visitors
 Tourism has many social advantages, showing positive social effects. These can include
the protection of local history and tradition, the stabilization of neighbourhoods, the
provision of social services, the commercialization of music and lifestyle, the
revitalization of traditions and types of art, and the protection of heritage. Local people
have learned new skills and get some more access to the knowledge in order to produce
adequate facilities for visitors. They acquire such skills as critical thinking,
communication, collaboration and cross-cultural proficiency via contact with other
individuals. The second strategy was to stay away from calculating expectations of
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tourism profiting financially by using the jobs of citizens inside the sector as a metric for
their expectations of financial benefit. Jobs, as a dualistic indicator, is a much less
important method of profiting financially from tourism than using self-reported interval-
level surveys to determine one's real expectations. This is for different reasons. The first
is the restricted capacity to implement quantitative multiple regression by using
explanatory data. Second, and possibly more importantly, tourism is often criticised for
creating limited workers (Lucarelli and Heldt Cassel, 2020).
 For others, the third approach was to distinguish the difference between the general
personal effects of tourism and the specific "economic" impact of tourism by the
standardized wordage used in the context of the level and each object. This has happened
by researchers marking their measures as "personal tourism benefits" and then using the
"personal benefits" terminology within their calculation products, whereas their
explanation and discussion of the information suggest that these advantages are deemed
"economic" instead of an overall cost-benefit analysis of all economic impacts. This
grouping into one dimension of the financial benefits of tourism with all the other effects
of tourism has contributed to some of the current misunderstanding inside the discourse
of the citizen mindset and several of the critiques behind its theory of social identity
(Panayiotopoulos and Pisano, 2019)
 Economic and social factors are mainly influenced by this, so it is important for them to
continue to make improvements in this field so that Broadstairs can sustain economic
growth in order to solve problems. In addition, this subsection can also be accompanied
by the marketing tools, as it is known to be one of the best methods that can help travel
and tourism companies build goods and services that they sell with developments. Here,
they may also use different measures and resources to devise a strategy to both boost
profits and profitability at the very same period. Only with aid of this, it has been studied
that productivity can be improved by society's credibility.
 The last strategy was to move the emphasis from calculating tourist 's personal economic
advantages to calculating the social effect of urbanization within the society using a triple
- bottom - line (TBL) viewpoint that accounted for the environmental , social and
economic benefits of globalisation inside the society. This TBL viewpoint changes the
emphasis from specific financial benefits to the economic growth of the society as a
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whole. This TBL viewpoint aligns with the broad focus of tourism development on
"improving the wellbeing of those impacted by it, via expanded employment
opportunities, protection of the natural and cultural resources of the surrounding area, and
improvement in quality of life." Although it is definitely important to take into account
the views of residents as to how tourism affects the economies of their city, influences
inside the city are significantly distinctive influences (Rogerson and Van der Merwe,
2016).
 It essentially separates economic benefits from either 'personal' benefits by having a
consistent and true metric that explicitly measures resident expectations of financially
gaining from tourism, enabling researchers to zero in on what has the most important
impact on awareness and community about tourism. When calculation items are worded
against overall 'positive wealth, this is not currently feasible.' The division of advantages
into various frequencies also allows destination marketers the opportunity to recognise
resident viewpoints on the multiple types of commercial benefits (or lack of same) and
seek to make steps to solve any issues that may come.
CONCLUSION
It has been assessed and the above-mentioned study that the expansion of tourism within
such a coastal region is also entirely dependent on physical culture, socio-economic and
environmental factors. In addition, the countries people also focus on all the main tourism-
related concerns and also adversely affect its system performance. Through this, government
could easily enhance the opportunities of getting coastal areas more popular and famous,
attracting tourists visiting the destinations over and over. In addition, government agencies also
promote the implementation of constitutional and regulatory policies in relation to resource
disposal, destination management and other aspects, such as the promotion of water system
transportation and so many more. All of these have a positive effect on tourism and the stated
tourist destination and even affect tourists. In addition to this, the effective development plan
also plays a key role in international tourists who contribute to revenue generation. This will lead
to enhancing the financial situation and also to encouraging personal productive actual
performance by providing them with employment options.
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REFERENCES
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Bryson, J. M., Edwards, L.H. and Van Slyke, D.M., 2018. Getting strategic about strategic
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Fernández-Tabales, A. And et.al, 2017. Developing a system of territorial governance indicators
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