Strategic Planning for Tourism Development

The assignment discusses the importance of strategic planning in tourism development, highlighting the benefits of reusing historic buildings as seen in the example of Tate Modern Museum. It emphasizes that this approach can generate employment opportunities and contribute to commercial development. The document also references various studies and books on strategic planning, providing a comprehensive overview of the topic.

STRATEGIC PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
A) Benefits of tourism planning..................................................................................................1
B) Planning approach for tourism development. .......................................................................5
PART 2............................................................................................................................................7
A) Assessment of Reused Historic buildings that contributes to strategic tourism
development................................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic planning is a process of defining strategies that is used to set Business priorities, helps
in focusing energy and resources and helpful in strengthen Business operations. The strategic
planning ensures that employees and stakeholders are working in one direction towards common
Business goal and objectives in order to achieve desired results. Strategic planning consist of
analysing internal and external environment. Strategies is being formulated in strategic
management plan where high level strategy is developed and basis business level strategies are
documented. Strategic planning evaluate the sustainment management phase. The strategic plan
indicates the actions which is needed to achieve the business goal and objectives. The report will
go to examine and outline the benefits of producing Tourism strategic management plans. The
report will give an example of destination in which tourism strategic plan is being implied and
also explains the benefits from it. The report will go to evaluate one planning Approach for
tourism development and it will justify it by taking an example of planning approach where this
approach is been implemented successfully. The report will further assess reuse of historical
building and how much it contributes to strategic tourism development plan. Lastly the report
will discuss about the Tate museum in London which is reused as a tourism leisure and events
function and it is providing benefits to its local area in socially and economically terms.
PART 1
A) Benefits of tourism planning.
The benefits of Tourism planning are as follows -
Strategic planning- It refers to an activity of determining the priorities, optimum utilization of
resources, strengthening the working of operations etc. so that organization can ensure that,
employees, managers and other stakeholders of the company are contributing towards achieving
the organizational goals and objectives. It also includes the decisions that an organization takes
regarding various things like, to whom it will serve, what activities it will perform, why it will do
etc. It includes various steps like, analyse the internal and external environment, formulating the
strategy, executing the strategy, evaluating the performance (Albrechts, 2015).
Strategic Plan- Strategic plan is a type of written document that an organization prepares for
communicating the organizational goals, objectives etc. so that, all the employees will make
efforts to achieve those goals.

Strategic plan in case of tourism refers to, determining the tourism product that includes
infrastructure, making efforts for marketing of destination place. It also includes analysis of
strengths and weaknesses, threats and opportunity of the destination.
Benefits of tourism strategic plan are as follows -
Tourism is very important part of the economy. The activities of tourism impact many other
sectors of our society. If, the strategic planning in case of tourism regarding the target customers
it will serve, infrastructure and services of tourism, the reasons behind providing the facilities,
etc. is not clearly known then, it will impact the results in negative way and it will create those
results which are not expected and wanted by the company.
Strategic planning in tourism is an effective way for developing and managing the activities of
various tourism destinations in a sustainable, effective and controlled manner.
If, the strategic plan in tourism sector is properly developed, designed and integrated with the
overall process of planning then it will help various tourism destinations for achieving the
objectives related with environment, society and economy. All these objectives like, economic,
environmental and social can be achieved through proper strategic planning and through
appropriate development of tourism (Bryson, 2018).
Strategic planning helps to properly analyse the tourism strategic plan, in effective implementing
the tourism plan in effective way, proper execution of strategic plan etc. Proper implementation
and execution of a strategic plan helps tourism destination for using the resources sustainably,
improving the satisfaction of visitors of that destination, integrating the local area, improvement
in the growth of economy and also helps to achieve long term success of the business.
If tourism strategic plan is properly integrated with the overall plan for the development of the
country then it will help the tourism sector to achieve their goals and objectives effectively and
efficiently(Cassidy, 2016).
Proper planning at different levels in the tourism and better management of functions are
important for optimizing the advantages of tourism. Proper strategic plan in tourism also helps in
mitigating various types of problems that may occur in the tourism related with infrastructure
etc.
Strategic plan helps in minimising the potential adverse affects that may occur tourism, supports
to increase the economic returns in the area where the destination is located. All these things
helps to receive a positive feedback from the community of local area for a long period.

The countries in which proper development of tourism industry has not occurred, for such
countries, proper development, implementation and execution of strategic plan provide proper
direction and guidelines for development of tourism in that area (Kemp, 2018).
For countries in which the tourism sector has already grown and developed, proper strategic plan
help such countries for giving new life to tourism and also helps in maintaining the future
profitability.
Strategic plan in tourism helps in sustainable utilization of cultural, natural and other resources
for fulfilling the future needs of the area in which tourism destination is situated. Another major
benefit of strategic plan is that, it helps to improve the satisfaction level of tourist that are visiting
the tourism destinations, and also provide various benefits to the society.
Strategic plan provides a framework for analysing the current situation of tourism and also
provide various alternatives for making improvements in the area (Channon, 2016).
There are various tourist destinations in London. Such as-
St. James Park -
It is a park that is situated in Westminster, London in United Kingdom. It is situated at southern
part in the area of St. James. The park is operated by The Royal Parks. It is situated near to other
parks like Green Park, Kensington Garden etc. In the west side of park, Buckingham Palace is
situated. It has a lake, two islands that are Duck Island and West Island.
Buckingham Palace - It is also called Buckingham House. It was constructed by Edward Blore.
It is situated in the centre of Westminster, London. It was built for the Duke of Buckingham. It
was also a residence of sovereigns of U.K.
Green Park - It is situated in Westminster, London. It is a public park. It is operated by The
Royal Parks. It mainly has Canada Memorial, Diana Fountain, trees etc. It covers more than 19
hectares of area.
 There are many benefits of developing strategic plan for St. James Park they are as
follows-Strategic plan of St. James park includes the guidelines and policies for long term
future development of the park. It also includes short term plan for giving the priorities
and the decisions that are to be implemented by the park in next ten years. So that, it can
overcome the problems related with ecology, and other important elements of the park.

Strategic plan is a document that helps the management of the park to achieve the objectives like
increase in the enjoyment, recreation, information for the visitors of St. James park. It also
provides the policies to enhancing and protecting the environment, landscapes, and heritage of
the park.
Strategic plan has provided various benefits to St. James park through improvement in the access
to sports activities for the children, provided the opportunity for developing the talent of visitors.
It also provided the guidelines to the management to improve the impact of sport and culture in
the lives of people living in communities, developing the area where they are residing, improving
the standard of living etc.
Strategic plan helps St. James Park to conserve the heritage, in discovery of other important
features of the park.
Strategic plan for tourism has help St. James Park in economic development through contributing
in leisure activities of tourism. It helps the park to work with other sponsoring agencies to meet
out the sports needs of communities.
 Benefits of Strategic plan to Buckingham Palace are as follows-
The strategic plan of Buckingham Palace helps to increase the focus on conservation
programmes. Management has focus on new accommodation facilities in the palace, freeing up
the space for Learning Centre.
Implementation of strategic plan of the palace has resulted in increase in 30,000 decorative arts,
more than 1500 paintings during ten years.
Large number of books were replaced for exhibition. It has resulted in increase in number of
visitors up to 2.9 million in year 2017-18.
More than 50 companies and historic attractions have joined for implementing the plan.
The palace has received loan for exhibition. It has resulted in increase in the access of public in
Buckingham Palace.
Garden shop that has opened in Buckingham Palace help the Palace to improve customer
experience(Kerzner, 2019)
 Benefits of strategic plan to green park are as follows-
The plan has help green park to increase the number of visitors every year improvement in
picturesque of the park. It has provided a clear vision that has to be realised by the park in

coming years. And also provide a framework for achieving that vision in coming ten years. It has
provided guidelines to managers of the park for preparing the specification, budget, allocation of
work in effective manner.
The strategic plan has provided a framework for promoting archaeological interest, increasing
the contribution of Green park in education, improvement in historic environment and quality of
life etc.
The plan has help in developing accurate computerized information regarding trees in Green
park based on species, position of trees. Implementation of strategic plan has resulted in
ecological improvement in lakeside of the park (Field, 2018).
The plan that has developed by management of the park helps a lot in addressing management
issues such as retaining the diversity, considering the conditions of drought etc. Implementation
of plan has resulted in improvement in the purity and quality of water for wildlife of the park,
improvement in the infrastructure for cycle routes like
Management of the park has introduced flood lighting feature in the park as a part of strategic
planning . It has resulted in improvement in customer experience.
B) Planning approach for tourism development.
The various type of approaches for Tourism development are as follows -
Economic approach- Economic approach of tourism development refers to, all the activities
related with tourism sector that contributes in development of economy in different ways like
generation of employment, increase in foreign exchange currency in the country etc. The
advantage of economic approach of developing tourism s that it helps in development of the
economy in different ways. It also helps in generating employment. There are some
disadvantages of economic approach of tourism development such as seasonal unemployment,
charging extra charges from local community (Wolf, 2017).
Buckingham Palace in London contributes to the economic development of the country. Profits
generated by the Palace during last ten years has help a lot for paying the expenses of renovation
in Buckingham Palace. The palace has paid a huge amount in the way of renovation to the
government of London. It has paid more than £2.4 billion which is more than the last year's
contribution. This contribution to the government for public welfare is based on the net profit
generated by the palace which includes, domestic as well as foreign currency that has received

by the palace from the visitors. The amount contributed will be spent by the government of
London either for the development of Buckingham Palace or for other purposes like
development of facilities in the state.
The increase in the sovereign grant to Buckingham Palace has resulted in increase in economic
value of the palace as a historical palace for tourist attraction. The Buckingham Palace plays an
important role in attracting tourist from various countries every year. In 2017-18, more than 2.7
million visitors has visited the palace. Visitors from countries other than London has spent more
than£22.5 billion. And total amount of exports in 2017-18 was £543 billion. This has contributes
to foreign currency inflow in the country.
The festivals that are being celebrated in the Palace, visitors who visit the Palace has contributed
in the growth of economy. It has also helped in promoting employment opportunities in the
country. It has also resulted in creation of wealth, retention of loyal workers in the country
(Haines, 2016).
Physical approach- This approach of tourism development takes into consideration the location
of tourist attractions, movement of visitors, physical facilities of tourism, physical planning etc.
Physical approach has many benefits for tourism sector such as conserving the natural beauty,
disadvantage is charging high amount for facilities etc.
Green park has made efforts for improving the water supply and drainage in the park. It helps in
minimising the maintenance issues related with the park. The management of the park has
implemented reed bed planting for improving the quality of water and also for encouraging the
wildlife in the park (McLean, 2018).
Implementation of management plan in Green Park has resulted in ecological enhancement and
conservation of nature. The staff of park is specialized in maintaining the areas of horticulture.
This helps in retaining seasonal connectivity and diversity for proper management of facilities in
Green Park. The park is located in such an area so to ensure that it can attract diverse visitors.
Management of the park has made efforts for improving the ecological value and landscape of
the park. It has a good system for providing access to the public through bus. It has resulted in
more than 6.2 million visitors last year (Malekpour, 2015).

PART 2
A) Assessment of Reused Historic buildings that contributes to strategic tourism development.
Reuse of Historical building is essential for growth and acceptance of Heritage building in the
mind of tourists. Reuse of historical buildings and heritage conservation facilitates the growth of
economy and helps to give cultural and social benefits to the urban societies & communities.
Heritage preservation plays a significant role in making broader strategy for tourism
development plan for the urban society in terms of regeneration and sustainability development.
The Historical building contributes to a more sustainable social environment. The historic
develop buildings create heritage value and facilitates the progression of sustainable urban
design agenda (Elbanna, 2016). The adaptive reuse of historic building is becoming powerful
strategy for handling the change in country's economy and serving the society with suitability.
The adaptive reuse of Historic buildings is an asset for growth of country's economy. It is an
important approach for sustainable development. Reuse of Historical buildings is helpful in
effective allocation of public resources in a country. The evaluation of historic building is an
effective way to engage with the public relations. The advantage to adaptive reuse of the
historical building is the opportunity to create a sustainable and uniquely designed structure with
a nod to history, and a current purpose. Buildings that have potential to be adaptively reused
include industrial buildings, government buildings, and community buildings such as any fort or
monument. Adaptive reuse is itself considered sustainable because of the reduction in building
materials needed to transform a space. One limitation however, is the possibility of an older
building containing hazardous materials that need to be carefully removed. It provides economic
benefits to the people who are living in those areas where the buildings are being used
adaptively.
Tate Modern Museum
Tate Modern Museum is a modern art gallery in London that is used for tourism purpose and
also used for organizing the events like exhibitions of art gallery etc. Tate Modern is a Britain's
national gallery of international modern art and it is a part of Tate group. Tate group consist of
Tate Britain, Tate Liverpool and Tate St Ives and Tate online. It was established in the year
2000, 19 years ago. Tate Modern is located in Bank-side of Power Station area of London,
United Kingdom. The Tate museum is designed by the sir Giles Gilbert Scott who is an Architect
of Batter-sea Power station. Formerly the Power station is built in two stages between 1947 and

1963. The station is situated across the river from St Paul's Cathedral location. The station was
closed in the year 1981. Tate museum holds the vast heritage and collection of British art from
1900 till the present. Tate Museum is one of the largest museums of modern contemporary art.
There are no admission charges is applicable for access to the collection displays. Tickets for
Tate modern museum is purchased for the major temporary exhibitions (Albrechts, 2015.). Tate
Modern museum was opened by the queen on May 11 2000. The Tate modern museum initially
received 5.25 million visitors on its first year. In the year 2016 the Tate Modern Museum has
established as one of the world's greatest building for beautiful arts in the twenty - first century.
Adaptive Reuse of Tate Modern Museum
Adaptive Reuse - The adaptive reuse is the process of reusing the old building for a completely
new purpose or a purpose other than which is originally built for (Adaptive reuse, 2019).
The Tate Modern Museum in London is a world's renowned museum. The Swiss
architecture firm Hertzog & de Meuron artfully transformed the former Bank-side Power Station
into the Tate Modern Museum which is now United Kingdom's top tourist attraction and this
museum is maintaining the building's architectural integrity. The main entrance and the boiler
house is now transformed into the beautiful galleries from stripped down to its steel and brick
bones. Since in the year 2000 the Tate Modern Museum is opened the collections were not
displayed in chronological order but they are arranged in thematically broad groups. The main
display of Tate Modern Museum shows the collection of 8 areas of various theme Arts. Till the
June 2016 the 8 theme areas of Tate Modern Museum are Start Display, Artist and Society,
Material and objects, In the Studio, Media Networks, Between object and architecture, Performer
and Participant and last theme is Living cities. The Tate Modern Museum is now comprised an
impressive turbine hall which carries art of modern masters like Matisse, Picasso, Pollack and
Rothko. The Turbine hall of Power station in past consists of electricity generators but now it is
used to display large commissioned works by contemporary artists. During the off season the
Turbine Hall is used as conducting exhibitions or used in organizing various events. The
underground oil tanks and side rooms of Power station were now refurnished as a Beautiful art
galley. One of the tank of power house is now used to display installation and video arts. The
tanks are also used as a venue for live music in Tate Modern Museum (Bryson, 2018). The star
auditorium and seminar hall on level 1 of Power house were now used to show films and hosts
events of Modern Tate Museum. The C lore Education Centre and McAulay studios of Power

house on level 0 were now used to give facility to the visitors and facilitates for use by visiting
educational institution in Tate Modern Museum. Tate Modern community garden is used to
organizing various events and exhibitions.
Benefits of Tate Modern Museum to its Local area
 Economic benefits - The Tate Modern Museum gallery contributes the London
Economy. The Tate museum gallery is a most-visited attraction pulling in approximately
5.8 million visitors in the year 2018. The estimated economic benefit is around pound
100 million of Tate Modern Museum of which is pound 50 - pound 70 million is specific
to Southwark that has projected figure in the year 1994 was pound 50 million and
between pound 16 to pound 35 million for the Southwark.
 Employment Benefit – The Tate Modern Museum in London is contributing
employment. Through Tate Modern Museum approximately 3000 jobs have been created
in London about half of which are specific to Southwark area. During construction phase
of Tate Modern Museum it itself has created 467 jobs in addition to 283. The Hotel and
catering jobs has been increased by an estimation of 1800.
 Commercial development benefit – The Tate Modern Museum gives benefit of
commercial development. The Hotel and catering businesses in the local area is increased
by 23% from the year 1997 to 2000. The property prices and commercial investment
levels are increased by the opening of Tate Modern Museum London. The Tate Modern
Museum is one of the major factor in the regeneration of South Bank and Bank-side.
 Social Benefits – The Tate Modern Museum successfully engaged a wide range of
audience through its education program. The implementation of cultural diversity policy
is invariably becomes the responsibility of Education program. The Tate Modern
Museum is upbringing the cultural diversities through displaying various arts of different
regionally located artist in their Art galleries. This arts are helpful in maintaining socio-
culture environment and it showcases different traditions and vibrant arts of various
culture. The Tate Modern Museum supports the cultural diversity through upholding
practices of the visual artist, the museum, and its audiences (Chang and Chen, 2015).
The emerging discipline of Cultural Studies has brings out a challenge for Modernist
Museum and its art autonomy. The Tate Modern Museum is accomplished the challenge
through illustrated the wider value and through display of its art collection in relation to

issues of national identity The Tate Modern Museum is carving out the footprint of
rationalisation and politicisation of Cultural policy. The Tate Modern Museum brings up
contemporary art and exhibits the free displays and organize events on daily basis for the
society. Free Display helps the society to showcase their inherent talent and creative
skills.
 Digital and technological benefits – The Magic Tate Ball app is one effort by the Tate
Modern Museum to its visitors. It is helpful in creating online exhibitions of art and it
allows its visitors to create their own. As they see the benefits the staff members
autonomously increased and generated. The Tate Modern Museum is waving a digital
platform path for their visitors. The Tate Modern Museum is doing Digital marketing
through Social media channels. Tate Modern Museum is created approx 16 Twitter feed.
The Tate Modern Museum is created 8 Facebook pages and 2 You Tube channels. The
Tate Modern Museum has a Google + circle and a Pinterest board. The Tate Modern
Museum is making one of the top cultural sites and has gathered more than 700000
Facebook likes and 1.2 million Twitters followers by early 2014. The internet platform is
helpful in drawing attention of the visitors towards their Tate Art gallery exhibitions. The
magic Tate Ball app and online games helpful in tie- up the art gallery exhibitions of Tate
Modern Museum. The Tate Modern Museum has several online communities which were
opened to entice kids, teenagers and has facilitating art students to interact in the online
forums of Tate Modern Museum. The Tate Modern Museum has created the online
exhibitions of art and has allowed their visitors to create their own virtual galleries which
facilitates them to share their art on social media platform.

CONCLUSION
The conclusion is been drawn from the project report of Strategic planning is that the strategic
planning is helpful for setting up the priorities and helps in focusing energy and strengthen
resources. The project report conclude the benefits of producing tourism plan like it is helpful in
upbringing economic environment. Through this report it is been concluded that Tourism plan is
helpful in creating balance between the costs and benefits. The effective Tourism plan influence
the best interest of tourist and the local community. The Tourism planning is helpful in creating
and maintaining socio-culture environment. It is been concluded that Economic approach is the
best planning approach for tourism development. The Project Report conclude that reuse of
historic building really contributes the strategic tourism development plan. As the above stated
example of Tate Modern Museum it is been concluded that reuse of historical building is really
beneficial to society and economy in terms of generating employment opportunities and helpful
in commercial development.

REFERENCES
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Wolf, C. and Floyd, S.W., 2017. Strategic planning research: Toward a theory-driven
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Online
Adaptive reuse, 2019 [Online] Available through:<
http://network.icom.museum/icamt/references/icamt-themes/adaptive-reuse/ >