Maximizing Profitability in Tourism Development: A Strategic Planning Approach

In the United Kingdom, tourism is increasing, and cultural aspects are a major draw. The country's multicultural society, including Scotland, Ireland, England, Wales, and other smaller parts, offer rich cultural experiences that can attract large numbers of tourists. To develop this culture further and enhance tourism business, the government should support initiatives that promote cultural heritage sites and appoint regulatory authorities to protect these sites for future generations. A prime example is the Churchill War Room, a heritage destination that offers a unique experience for visitors. By developing strategic plans and focusing on providing travel and leisure facilities, businesses can improve their performance and contribute to the country's economic development.

Strategic Planning for
Tourism and Leisure

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1 ...........................................................................................................................................1
A) Concept of BID.................................................................................................................1
B) Role of BIDs in the strategic planning of tourism and leisure within London..................4
PART 2............................................................................................................................................6
A) Example of historic building used for tourism. Leisure and events in London................6
B) Reuse of historic buildings contributes to strategic tourism development in London and
surrounding areas....................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic planning is considered as business strategy in regard to direct and make
effective decisions in relation to allocate resources so that business could carry out desired
results. Business also focuses upon carrying out desired activities in regard to set priorities in
order to meet the objectives of firm (Bryson, 2011). However, through developing effective
strategic planning, business could overcome its issues in regard to attain desired success.
Implementing different strategies in relation to improve the business operations and thus
maintain the products or services for long time period. In the current era of globalization, travel
and tourism is one of the fastest growing businesses and therefore, businesses in such segment
needs to improve4 their services by adopting effective strategic actions so that tourists could be
attracted towards country. UK travel and tourism industry focuses upon varied strategic alliances
in regard to attain success (Steiner, 2010).
Present study focuses upon understanding the concept of BID which assesses that it is the
agency that helps in business improvement districts and set up in an attempt to address economic
and developmental weaknesses within specific geographical areas. However, there are certain
BID that focuses upon tourism and leisure and helps London to benefit from its tourism industry.
Also, it assesses that reusing the historic building and their contribution to strategic tourism
development helps in improving UK travel and tourism sector.
PART 1
A) Concept of BID
BID is also termed as business improvement districts that are developed in order to
address economic/developmental weaknesses within particular geographical locations. However,
BID focuses upon tourism and leisure and also consists of a way of helping all of London to
benefit from improving the tourism industry. It is considered as the area where authorities are
required to focus in regard to improve economic development of country and also benefit
tourism industry to grow (Eddleston, Kellermanns and Sarathy, 2008). Here, authorities charges
certain additional amount of fees upon businesses in the form of rates bill so that they are able to
maintain the tourism development within the country. However, through such way it assists in
identifying the issues and overcome them so that business improvement could be attained.
Government charges certain extra amount in the form of fees under BID so that they are focused
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upon improving economic development as well as popularizing the tourism sector in that area.
Thus, it has been assessed that BID allows businesses to enhance their values in order to provide
better assistance and offer effective heritage development so that travel and tourism sector could
enhance its long term sustainability (Allison and Kaye, 2011).
It is essential for business to identify certain factors that needs to be focused so that set
targets could be attained in an effective way. There are certain successful factors that need to be
focused by tourism businesses such as cleaning, maintenance of monuments, safety and security
and environmental protection etc. Thus, through achieving all such activities it helps tourism
authorities to overcome issues (Goodwin, 2013). It assesses in improving the identified factors so
that travel and tourism services could be enhanced and influence consumers towards the
destination. Hence, it is essential for BID to work in respect of enhancing the geographical area
and working towards improving the services such as maintaining geographical location. Also,
continuous improvement in the process results in enhancing environmental values so that BID
could be benefited and improve the travel and tourism sector. Travel and tourism industry also
uses BID sources in order to promote financial need so that long term sustainability could be
attained and thus improve the tourism industry. Thus, through obtaining financial resources it
assists in improving the number of destination and thus promote them internationally so that
more number of customers could be attracted (Kimball, 2015). Hence, it results in improving
economic development of country. In relation to this aspect, BID is being funded through
number of ways that mainly adopts tax assessment. Additionally, it can be stated that non profit
organizations aids in developing tourism activities so that destination could be promoted in an
effective way.
Hence, through such way it leads to improve the betterment of travel and tourism sector
and enhance the economic development of country. BID also focuses upon carrying out
collective working and thus develops the destination in relation to influence tourism within
nation. It is also essential for business to undertake corrective actions that helps in making sure
that appropriate values of service could be provided so that continuous development could be
attained (Manchester, 2015).
In the present travel and tourism market, BID plays a crucial role in order to develop the
geographical area and attract tourists within the country. There are number of tourism
development activities being promoted in London and thus it is being supported by BID so that
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overall performance could be improved. It also aids in undertaking number of initiatives in
relation to ensure that sustainability could be attained adversely. Main benefits are being
provided in terms of improving operational and financial support so that tourism activities within
London could be improved (Kidd and et.al., 2016). Thus, BID helps in maintaining cultural and
heritage sites of London so that more number of tourists could be attracted towards firm. It is
essential for businesses to enhance the tourist destination and thus influence customers towards
firm so that they can attract wide number of travellers and enhance economic development
within country. BID plays a crucial role in attracted tourists within different areas of London so
that natural and cultural heritage buildings could be promoted and safeguarded in relation to
possess sustainable development (Moutinho, 2011).
Here, Churchill War Room has been considered as one of the crucial destination where
travellers prefer to visit and obtain knowledge regarding UK World War II. It mainly involves
Imperial War Museum which provides information about Churchill and his war tactics so that
tourists could be attracted towards such place (Murphy, 2013). Thus, BID aims to protect such
destination so that large number of tourists could be attracted towards firm. It also involves
Cabinet War Rooms and thus provide an experience regarding historic values so that war room
provides learning about the way how British Government worked at the time of World War II.
BID is also being involved in development of Churchill War Room so that they could
allow them to promote tourism activities and influence tourists towards firm. Such authorities are
required to promote tourism activities so that heritage and cultural values within UK could be
attained in an effective way (Spenceley, 2012). Further, economic development results in
improving the business functions and thus raise the travel and tourism sector. BID considers that
selected the destination results in enhancing the development and maintenance of tourist place so
that economy of the country could be enhanced. There are several measures that need to be
undertaken which results in achieving the desired goals and objectives. BID focuses upon
deciding and directing the activities so that appropriate activities could be carried out and thus
provide solutions so that issues could be avoided in terms of attaining long term sustainability.
Therefore, BID plays a crucial role in improving travel and tourism sector so that brand image of
destination could be developed (How a country's economic policy influences the success of the
tourism industry.2011).
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B) Role of BIDs in the strategic planning of tourism and leisure within London
BID plays a crucial role in order to develop strategic planning so that travel and tourism
could be enhanced in the particular sector. However, in relation to tourism and leisure within
London BID needs to be involved as they play central part in maintaining London's heritage
tourism economy. Also, various historic buildings are already part of such development in
tourism and leisure (Bryson, 2011). BID aims to create strategic planning so that improvement
within tourism and leisure could be carried out and influence consumers towards destination.
Thus, it also helps in improving the tourism and leisure sector in London and almost 200 BID in
UK focuses upon different heritage and cultural projects so that they could be maintained so that
success could be attained. Further, it also assesses that satisfaction among travellers could be
identified and thus results in promoting the destination in market (Steiner, 2010).
Further, non profit organizations are also being developed in order to promote and
safeguard the developmental of environmental values and thus improve collective working in
relation to promote travel and tourism sector. However, corrective measure needs to be
undertaken so that appropriate opportunities can be developed. Further, London Heritage Centre
has been developed in relation to improve tourism sector so that set targets could be attained
(Eddleston, Kellermanns and Sarathy, 2008). It is also accountable in regard to maintain and
development of heritage and cultural tourism in London. Continuous improvement is required to
be carried out in terms of promotion of services and thus helps in attracting more number of
tourists towards country (Allison and Kaye, 2011).
Thus, BID plays a crucial role in terms of encouraging tourists within the country and
thus encourage them to visit London. It helps in attracting tourists to visit the destination.
Business Improvement Districts promotes tourism development and also enhances the value of
heritage and cultural site in world (Goodwin, 2013). Thus, which results in attracting wide range
of tourists so that economic development of country could be attained. BID promotes tourism
development and thus enhances the value of destination so that more number of tourists could be
attracted towards that place and thus it enhances the economic contribution. It also assists in
raising historical and cultural value of that place so that it could be maintained in terms of
improving business success.
Moreover, carrying out effective strategic options that results in ensuring that business
needs to adopt effective development activities so that historical and cultural places could be
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maintained so that it could raise the travel and tourism sector of world. Bringing such changes in
travel and tourism business it results in providing benefit to businesses so that sustainable
tourism could be developed (Kimball, 2015). BID results in carrying out long term objectives
and thus collects information about improving long term objectives so that set results could be
attained. Further, it is essential for historical monuments and other public places requires
undertaking the guidelines so BID so that more customers could be attracted towards historical
destination.
BID aims to re-use the historical place and promote them accordingly so that sustainable
development within the country could be attained. There are different measures which helps firm
in improving the sustainability of long term objectives so that best results could be attained. It
also results in creating better awareness among people through carrying out promotion so that
authorities could improve their performance. Creating awareness among travellers to visit the
destination, requires BID to promote the heritage and cultural destination within country.
Therefore, London is considered as effective destination that promotes heritage and cultural
diversity within country (Manchester, 2015).
Authorities also helps in creating awareness among tourists so that they visit heritage and
cultural destination and thus promote the places in such a way so that desired results could be
attained. It also results in enhancing GDP of the country. Here, Churchill War Room needs to be
promoted so that visitors could be attracted towards the destination and thus improves the
economy of the country (Kidd and et.al., 2016). Thus, charging entry tickets from tourists results
in maintaining the museum as well as increase the revenue generation of government which
could be use in further development of country.
Also, at the time of constructing Cabinet War Rooms it helps in improving certain
standards in regard to maintain the historic and cultural destination so that social values could be
maintained. However, such construction was mainly used during World War II. Thus, authorities
are required to develop current market strategy so that such historic buildings could be re-used in
the form of museum and thus enhance the travel and tourism sector. Further, developing
international and domestic aspects results in promoting the cultural monuments so that varied
issues could be overcome (Moutinho, 2011). Through attracting tourists towards such place it
helps in influencing tourists to obtain information about World War II and Churchill War Room
where varied strategies had been developed at the time of war. Thus, BID focuses upon
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maintaining the cultural and historic monuments so that visitors could be attracted towards the
museum and thus create historical value of destination.
BID helps in creating positive experience so that large number of tourists could be
attracted and thus promotes the travel and tourism sector within country. Hence, it aims business
to attain long term success so that varied opportunities has been created in market (Murphy,
2013). BID also focuses upon renovation and re-boosting the historical and cultural values so
that their main motive behind such system results in identifying the risk and uncertainty so that
tourists could be attracted towards London. Such strategic planning has been created by BID
authorities and thus it helps them to identify the number of tourists willing to visit the country
due to such historical monuments.
PART 2
A) Example of historic building used for tourism. Leisure and events in London
United Kingdom is one of the leading country in the tourism sector. According to the data
form government authorities this is one of the major source of income for the government and it
can also provide a large number of job in the economy. Therefore, the government is decide to
spending more than $30 billion by the 2020 in order to increase number of tourist in the country.
The main reason for large number of visitors in the country is due to historical building (Allison
and Kaye, 2011). UK is having various historical structure which is show the rich culture and
royal history of that country. There are various historical building and events which as given
below:
Tower of London: The city of London dates back to the Roman times thus there is no
shortage of historical attraction in the city. One of the most famous in London is the Tower of
London. This building was built in 1078 and rebuild in 1258. According to the government
authorities there are large number of visitors visited in the year 2015. This building is belongs to
the royal family and the politician (Bryson, 2011). Tourist visit this place because they want to
see the collection of Crown Jewels. There are almost 23,500 collection of crown jewels and also
a famous diamond. This tower is open almost every day except 24 to 26 December and 1st
January. There are various ticket prices which is divided in some section like adults, child,
student, senior, disabled, family. There are very difficult stairs and so that people who are on
wheelchairs they can explore limited in this tower. In 2012, tower's internal key was stolen by
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someone then the lock was replaced immediately. There was a zoo also but is is closed in approx
1835 and animals of that zoo is moved to London zoo. Almost 2 million visitors visit this tower.
There is also a white tower that attracts tourist and there is a threat to turn this white tower in
yellow colour.
Kensington Palace: Kensington palace has been residence for royal family for mare than
300 years. It is very beautiful palace and attracts tourist. It opens daily but close during the time
of Christmas from 24th December to 26th December. There is different opening times in summers
and winters. There is different ticket prices for everyone like child, adults, students, seniors,
family (Eddleston, Kellermanns and Goodwin, 2013). People can also book their tickets through
online, telephone or in person. It will take around 2 to 3 hours to visit this palace and you can
also have some time in cafe or parks also. It is a non profit organisation and do not receive any
type of funds from public. In this palace there are paintings from royal collections, which is so
attractive. Brickwork and woodwork was infected with fungi or bacteria. Queen Mary who is
grandmother of the existing queen was born in this palace. Edinburgh stayed in the apartment of
his grandmother after his engagement till he is not get married. There are four routes in this
palace, these are-
 Victoria Revealed
 King's State Apartments
 Queen's State Apartments Fashion Rules Restyled
British Museum: It is one of the largest museum in the world which is situated in
London. In Britain, there are many museums and art gallerias that charges admission fees but in
this museum there is no admission fees. But if any one want to go go for exhibition in this
museum then it is chargeable. It is the very first museum in the whole world which is open for
every one and still completed more than 200 years. Approx 5 million peoples visited this
museum in a year and it secures 3rd position in the world. In this museum there is many activity
for children like games and puzzles (Kidd,and et.al.,2016). This is also a picnic spot and there is
restaurant and cafes also. It opens almost everyday except new year and during Christmas also
(i.e. 1st January, 24, 25 and 26th December) and it is also closed on Good Friday. There is many
antiquities which is displayed in this museum, also there is collection of mummies. In this, lifts
are also available on each and every side of museum which is mostly helpful for disable person,
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old people and children also. British museum is not expand forward or can say that they are
going to introduce their new project name “World Conservation and Exhibitions Centre” and it
provide more space for exhibition.
New Years day Parade: It is happen on every 1st January in London, which is very
famous place all over the world. There are many landmark buildings, very popular amongst
tourist, many restaurants. New year's day Parade is the foremost way to welcome new year. This
Parade starts at 12 noon and ends at 3:30 in front of Parliament house. There are some indoor
and outdoor performances which is performed by more than 10000 peoples. It is very attractive
and there is so much fun that attracts more tourist (Kimball, 2015).
London games Festival: In this festival there are 400 or more games which can be related
with business, art and culture. There are also some video games and lots of entertainment. It is
happen almost 20 venues in London. It is approx 10 day festival and attracts more than 50000
visitors in the world. There are many type of people who take part in this festival like consumers
and professional people also. It is like a cultural festival that inspire people and change their
mind or perception for games. It also helps in contribution in economy of London. It supports in
economy and promotes new games. There is no requirement of ticket for this game festival.
There is also some exhibitions and workshops of games. It is the best way to promote or support
games in London. There are some events like sessions, talks events that will helpful for increase
knowledge about games.
B) Reuse of historic buildings contributes to strategic tourism development in London and
surrounding areas
This is essential for a country is to develop their strategic tourism development in order
to increase number of visitors in the economy. For this they required to to make various plan and
strategies which can promote tourism development in the city of London and the surrounding
areas. There are various historical building in the United Kingdom which can be reuse by the
higher authorities so they can develop these building in the growth and development in this
sector (Manchester, 2015). There many strategic applied the tourism development in London.
There are many ways to improved the historical building in tourism place-
The transportation facility is very important part for developing the tourism building.
The transportation is like the local transportation, accommodation it travel for the leisure in
easily .Without travel not be done the tourism. It create a personal creation- the city of London ,
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company created an adopt a tourist program to help connect visitor with London residents. This
program help the tourist for visiting the London city. The hospitality service is very important to
development the tourism because the this industry is broad category of field. This facility use
the event planing, theme parks, transportation, cruise line, and additional fields within the
tourism industry. This facility maintain the restaurants, hotels and parks it maximising the
number of customers ,number of product etc. A hospitality unit may be defined the number of
works, housekeepers, porters, management ,marketing and human resource. It increasing the
hotel consolidation. The customer that is communicating by successfully organisation is a clear
comparative advantage.
The medical facility also developing the tourism in London. The price has every country
different for a give medical proceeder. travelling to take advantage of the cost or rules
differences is often suitable to as "medical tourism". This facility refer to the people travelling to
the one country to another country. They provide the medical treatment. Medical centre is
highly developed in the tourism in London (Steiner, 2010). Medical tourists the number of the
risk. The education facility developing in London. Education facility growing the popularity of
teaching and learning of the knowledge. This facility developing the language,image of the host
country, Job prospects, political instability, quality,image, language of regulation, security and
level of discrimination. Education tourism facility the camps house of the variety of development
the human resource management. There are many units for developing the education tourism like
education orientations ,vocation training ,green house camps etc.
wide range of budget the budget is also developing the tourism. The cost is directly effect the
development. The budget support the large number of the tourist in the developing the tourism.
They increasing the level of budget process, increasing the number of tourist. They
develop the assistance fund and a specific project and financing management. The variety of the
resort is also developing the tourism. The low cost of airlines effect the developing process.
Variety is most important part for development. the growth of historical place provide the
inspiration of the developers, architect,company planers. the retail development ,hotels, station,
transport facility. They developing in London in surrounding the areas. They attracting the
business accommodating and entertain the tourists. the word tourism may be international or
within the travel of the country (Spenceley, 2012). Travelling to stay in outside the environment
place. Tourism can be domestic, national, and international. today tourism is major sources of
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the income for any country. The tourism receipts the balance of the payment increasing the spend
over the previous pried. The tourism is very important part for developing the income sources for
the country. the large number of amount defined the goods and services. The services market
defined the sum of the relation ship between the national customers and international customers.
Tourism is the short term movement of the visiting the outside place. the concept of the tourism
of the visiting the place. They trying to make the positive effect on the environment. The tourist
may be provide the primary transportation. The economic consists the international tourism.
The development of the historical place including the education , medical , and
responsible tourism. Responsible tourism have a identical ,innovative and creating goals and
ideas. the tourism may be include the organisation and as well as individual. the tourism
development the travel ,hospitality and other industry. Tourism through economic development,
job creation, and infrastructure development. The tourism make the revenue for the economic
growth and make the profitability (Murphy, 2013). The coastal tourism may be defined the
company growth ,life style and number of the tourist. The coastal tourism refers the first
environment and reduce the impact on the organisation. The mountain tourism may be include
the peak of the highest mountain in the world and organisation. They defined the large number of
the tourist in the world. The tourism bring the non economic benefits. the form of tourism is
used the local knowledge of the product and tourist. It develop the sustainable practice in the
tourism. They provide the non government and inter government social organisation .the internal
sales of the tourist make the developing process. The tourism make the minimizing the negative
the economic growth. The tourism make the economic benefits for the local place. The tourist
enjoy the vacation at the same time and any place. The local capacity building increasing the
small and medium organisation. The internet is changing the tourism in London. The tourism
better the sole of the responsibility (Moutinho, 2011). The negating impact minimizing and the
positive impact maximizing the tourist visiting number. the best benefits for the stake holder and
the international employees. the hospitality education defined the training of the international
employees. The tourism instant the permanent residence place. There are many numbers of the
restaurant, school, hospitality and cost development the historical place. The business beneficial
growth in quickly. They surrounding in which place there the number of tourist is increasing.
They increasing the maximising the profitability ratio. Tourism development the surrounding the
area.
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Apart from historical building, there are various cultural aspects which can attract large number
of tourist in the country. United Kingdom culturally more rich which can help to develop their
tourism and growth in an appropriate manner. The country is a multicultural society such as
Scotland, Ireland, England, Wales and other small part of the nation. They having their own
culture and language which can help to make them more rich in term of culture. The government
is required to develop such culture which can help to enhanced their tourism business in an
appropriate manner.
CONCLUSION
It can be concluded from the study that carrying out strategic planning results in
improving the business performance. Through creating effective strategies it results in focusing
upon providing travel and leisure facilities to customers. Business Improvement Districts (BID)
develops effective support through enhancing the economic development within the country and
protect the heritage and cultural sites so that large number of tourists could be attracted towards
the destination. Thus, it aims to improve their performance and thus results in enhancing the
economic development within country. There are different government authorities which focuses
upon maintaining the cultural and heritage sites and appoint regulatory authorities so that they
could protect the world heritage sites so that travellers could be enhanced. Here, Churchill War
Room has been selected as heritage destination where strategy has been developed of war at
Second World War II so that such destination needs to be protected in regard to influence tourists
towards the destination.
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Goodwin, D.K., 2013. No Ordinary Time: Franklin & Eleanor Roosevelt: The Home Front in
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Kidd, J. and et.al., 2016. Challenging history in the museum: International perspectives.
Routledge.
Kimball, W.F. ed., 2015. Churchill and Roosevelt, Volume 1: The Complete Correspondence.
Princeton University Press.
Manchester, W., 2015. The last lion: Winston Spencer Churchill: visions of glory. 1874-1932(1).
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Moutinho, L. ed., 2011. Strategic management in tourism. CABI.
Murphy, P. E., 2013. Tourism: A Community Approach (RLE Tourism). Routledge.
Spenceley, A., 2012. Responsible tourism: Critical issues for conservation and development.
Routledge.
Steiner, G.A., 2010. Strategic planning. Simon and Schuster.
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economic-policy-239811>. [Accessed on 7 April, 2017].
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