Importance of Tourism Strategic Plans for Coastal Areas

This document discusses the benefits of producing tourism strategic plans for coastal areas and the importance of collaborative planning in tourism. It provides a brief tourism strategy with vision and objectives to address the current issues and challenges faced by Broadstairs, a coastal town in England.

Assessment

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
A. Benefits of producing tourism strategic plans for a coastal area with illustrations................1
B. Importance of Collaborative Planning in tourism with justification of beneficial for
Broadstairs coastal area...............................................................................................................3
PART 2............................................................................................................................................5
C. A brief tourism strategy with vision and objectives to address current issues and challenges
faced by Broadstairs....................................................................................................................5
D. Way to implement vision and objectives with identification of key stakeholders.................8
E. Evaluation of social and economical benefits for the visitors and residents...........................9
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Coastal areas are considered as the most significant and important part of tourism industry,
where seaside destinations are enough to get high attraction of tourists. The coastal towns get
high benefit from high retention of international tourism, that predominantly includes family
groups and people mostly of 55 and above age (Lawton and Weaver, 2015). In England and
Wales, coastal tourism is considered as significant employer which directly provides millions of
jobs with billions of contribution in economy development. However, easy accessibility and
affordability for foreign tourists might create challenges in front of such regions, to sustain in
competitive market.
For analysing how tourism strategy will help in dealing with such issues, a case analysis is
taken on Broadstairs Town of England. It is situated between Ramsgate and Margate and known
as “Jewel in crown Thanet Isle”. To study importance of producing tourism strategic related
plans for this coastal town, some illustrations of other areas will be discussed under this report. It
also includes importance of collaborative planning within tourism sector and its benefits with
limitation with chosen destination will be evaluated. Furthermore, a tourism strategy will be
planned for addressing the current issue faced by Broadstairs, with identification of key
stakeholders to deliver the same. In addition to this, how such a strategy will prove beneficial
socially and economically for both visitors and local residents will be examined.
PART 1
A. Benefits of producing tourism strategic plans for a coastal area with illustrations
Coastal Tourism is one of the most significant sectors for economic development, in terms
of direct and indirect local employment, with a number of benefits. This sector includes
destinations of transitional areas which lie between land and sea (Martins, 2018). It is
characterized as high biodiversity having richest as well as most fragile ecosystems such as
mangroves, coral reefs and more. Along with this, with rapid increase of urbanization results in
creating high population pressure, where than half of total world population live within coastal
areas. Therefore, tourism is considered as vital activity for developing economy of this area, so
that higher employment could be created for local residents. In context with Broadstairs, it is one
of the coastal towns of England, which is located 80 miles far from east of London (Morrison,
2018). It has positive press coverage with good transport links which creates easy and affordable
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ways for both domestic and international tourists to visit this nation. Comparing with other two
destinations of Thanet that are Margate and Ramsgate, Broadstairs is on highest position in terms
of wide range of visitor accommodation. But it also raises issues to sustain in competitive
environment due to affordable tourism which reduced key profitability ratio (Dawson, Shaw and
Gehrels, 2016). For this purpose, it becomes essential for tourism sector of Broadstairs to
develop a strategic tourism plan.
The global objective of strategic planning of tourism is to pursue an improvement of
sustainability within tourism sector in coastal areas. This plan includes an adequate conscience of
way to resolve tourism related issue on administrative levels. Under this process, for developing
the concrete sustainable policy and make strategic plans, tourism carrying capacity is defined
first. This capacity is considered as well identified tool for managing problems or challenges due
to uncontrolled tourism for destinations of any area (Sidali, Kastenholz and Bianchi, 2015).
Through promotion and implementation of strategies with concrete interventions that aimed at
minimisation of tourism impacts, aid tourism industry to achieve higher sustainability from both
environmental as well as socio-economic point of view. Within tourism area of related
dimension, territory management is a result of such policies that add initiatives of local tour
operators, visitors and residents (Coccossis and Mexa, 2017). Strategic plan can be defined as a
comprehensive process to determine manner in which destination can be promoted, with
necessary steps to achieve some objectives. Strategic Planning refers to development of priorities
that are based on strategies to promote and marketing a destination. Therefore, across globe, it is
also known as tourism action planning and destination management planning (Cetin, 2016).
To analyze the importance of strategic planning process, Mediterranean is one of the best
example which defines the ideal framework in terms of sustainable tourism; having seaside
locations and existence of cultural heritage. It has visited annually by millions of tourists comes
from both national and international areas (Scott, Hall and Gössling, 2016). About one-third of
Mediterranean population are living around coastal regions. This coastal area was facing the
challenges related to high pressure of tourism related activities, where cultural heritage and
seaside areas are suffering due to mass tourism. Therefore, to meet sustainable development, it
becomes necessity for government or tourism industry of Mediterranean to deal with such
challenges via creation of strategic planning or action plan. In 1975, the first action plan has been
adopted with initial aim is to control marine pollution (Francesca Pirlone and Ilenia Spadaro,
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2017). Then, in 2001 another plan is developed with objectives to counter with challenges related
to environmental degradation in coastal areas and sea, by linking sustainable resource
management. Further, MSSD plan (Mediterranean Strategy for Sustainable Development) is run
from 2005 to 2015, for promoting sustainable tourism. With more objective goals like
Sustainable development in coastal areas, promotion of resource management, transition towards
green tourism and more, are included in key actions plans of 2016, which will be achieved till
2025 (Vogt and et. al., 2016). Henceforth, continuation of strategic planning year by year,
indicates its importance in promoting and maintaining sustainable tourism in one of the attractive
coastal areas of the world i.e. Mediterranean. So, tourist industry of Broadstairs Town of Thanet
also needs to make strategic planning to overcome from same challenges that are faced by other
coastal areas.
Since main primary objectives of strategic plans is to gain economic benefit by improving
coastal tourism activities, so, it is mainly associated with earnings from foreign exchange. By
exporting and importing goods and services from different tourist activities, in conjunction with
coastal tourism house will lead to generate more income for economic development. As per
statistical report, it has been evaluated that tourism activities contributes a large portion in
developing overall economy. In addition to this, sustainable tourism strategic plans also help in
adding government revenue, generating more local employment as well as creating business
opportunities. Hereby, government revenue can be categorised in terms of direct or indirect
contribution from coastal tourism, such as income tax on significant rates from tourism
employment, commercial activities from business, etc. Along with this, the coastal communities
will also get benefited from tourism via employment opportunities, that is considered as indirect
contribution.
B. Importance of Collaborative Planning in tourism with justification of beneficial for
Broadstairs coastal area
Cooperation, collaboration and partnerships are considered as three main concepts to gain
long-term success in any sector. In tourism industry, collaborative planning refers to a way of
proactively managing the growth and development of a number of destinations in sustainable
manner (Saleh and Weinstein, 2016). This process helps in involving participation of many
stakeholders for development of sustainable tourism destinations, by considering the overall
development process including way how well-being of visitors and tourists will be affected by
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rapid growth of same. Collaborative tourism planning is mostly developed in different way than
other types of planning, because it involves participation of greater numbers of key stakeholders.
It is more likely to get great variations of perception for them for development of action plans of
sustainable tourism (Holden, 2016). Through this process, guidance of authorities can be
followed to create mission, vision, goals, and objectives of strategic plan for managing tourism
development by utilizing a broader community framework. This significant potential helps both
small and large island tourism destinations, in its development. The most beneficial part of using
collaborative planning approach is giving opportunity for residents and all associated ones, to
consider their well-being (Lonsdale and et. al., 2015).
In context with Broadstairs which is facing issues related to struggle with competing in
tourism industry, due to more accessible and affordable destinations for foreign tourists. For this
purpose, using collaborative approach will help associated organizations to get involvement of
both private and public tourism associations in development of strategic plan. This would help in
getting more ideas and variety of perceptions to address this challenge and sustain competency in
tourism (Edgell Sr, 2019). The planning approach generally avoid expenditure and funds
required for development and improvement of tourism activities, by utilizing the latest
technologies for designing effective resource utilization, implementing the market requirements
within design process, defining focused objectives, seeking customary requirements and more,
strategically. This kind of contribution of the associated stakeholders will prove effective in
bringing a number of diverse ideas, so that sustainability in tourism could be achieved. Along
with this, mutual contribution of interested parties might prove beneficial for getting cost-
effective solution, through usage of local resources, their knowledge utilization and more, to
enhance tourists experience. Moreover, a combined effort to design and execute various ideas
through applying the combined decision-making and evidence based approach, also leads to
generate effective solutions for addressing current challenge of tourism faced by Broadstairs
Town. However, stakeholder assessments might have potential value in the field of tourism
planning, which may assist planners for identifying the interests, groups, residents and visitors
who are considered as main key stakeholders in planning the strategies for tourism development.
But identification of stakeholders’ universe is important for implementing inclusive collaborative
approaches in planning, like development of partnerships.
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Along with this, such ‘stakeholder analysis also needs to be conducted in a dynamic,
revisable and explicit way, because perception of them might change with time (Chen and et. al.,
2015). In this regard, difference in perception may arise conflicts that affect overall process of
delivering and execution process of strategic plans in tourism development. Therefore, this is
considered as the main drawback part of using collaborative planning approach for Broadstairs
also. In addition to this, a number of factors present which may create limitations of
collaborative tourism planning for this town in attainment of strategic objectives for sustainable
tourism. It includes identification of those stakeholders who are either directly or indirectly
affected with proposed tourism development in terms of socio-economic factors (Clavé and
Wilson, 2017). For determining the interest of associated partiers and bringing their interests
together while using collaborative planning approach, might raise an additional burden for
planners of this town. Similarly, if planners fail to determine legitimacy of potential stakeholders
who will be participated in the planning process, then it may lead to raise serious conflict, with
loss of finance and other and comply with necessary customary requirements. This would be
considered as the major drawback of using collaborative planning approach while developing
strategic plans for improving tourism competency of Broadstairs Town (Zielinski and Botero,
2015). Along with this, identifying and including those members only in stakeholder assessment,
who possess necessary knowledge and skills also consumes much time and efforts therefore, will
be treated as extra burden for planning process. Therefore, before applying the collaborative
approach for developing strategic plans, more concern needs to be given on actions which will
help in overcoming from these objectives.
PART 2
C. A brief tourism strategy with vision and objectives to address current issues and challenges
faced by Broadstairs
Preparing a strategic tourism plan is one of the essential steps in creation of long-term
success with sustainable development around the destination. By proper consideration of
statistics related to tourists, the environment in which this industry is being operated, process
related to capacity of resources related to coastal area destination, for strategic planning can be
implemented successfully (Zielinski and Botero, 2015). Along with this, strategic plan for
sustainable tourism destination also involves approach of collaborative planning among
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stakeholders, which contributes to overall process of development. As strategic planning is
mainly related with hospitality and a continuous procedure, so planners require to analyze and
monitor entire data of environmental and economic conditions including tourism activities, to
make necessary changes. But to make tourism strategy, it is essential to create long-term vision
with maintenance of positive image of destination and culture heritage among the public
(Heslinga, Groote and Vanclay, 2017). In addition to this, identification and making priorities
also need to be concerned in strategic plan for further development of the destination. The goals
and objectives of the plan should be quoted clearly and must be measurable in terms of
performance. In context with one of the coastal towns of England, i.e. Broadstairs it has been
analyzed that biggest motivation factor for visiting this place of Isle of Thanet which emerges
from range of visitor attractions, includes quality of heritage, cultural areas, architecture and
transport links (as seen in figure 1). Along with this, nature-based activities also help in
attracting millions of visitors to visit this destination (Clavé and Wilson, 2017). From
international and domestic viewpoints, it has been evaluated that cultural heritage and history are
of this town is considered as strong motivation point for not only visiting this destination
generally, but also persuading the visitors to venture beyond England. Similarly, other
destinations like Margate and Ramsgate lie within boundaries of Isle of Thanet are scored highly
for having beautiful seaside locations, which offering an opportunity for further capitalise upon
(Hartman, 2016). The top destinations of Broadstairs Town that play main role in attracting and
retaining both national and international visitors, include Viking Bay, Stone Bay, Dumpton Gap,
Joss Bay, Crampton Tower Museum, Victoria Garden & Promenade etc. All these destinations
and cultural heritages are accessible and affordable for tourists easily. This would help in
increasing list of visitors every year, especially for young couples, people having health issues of
over 55 years and families (Holden, 2016). With beautiful locations of seaside destinations and
cultural heritages, the stronger point includes suitable nightlife for all age groups, musical bars
on beaches etc.
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Figure 1: Destination and Activities clusters, of inbound market, 2016
As currently, Broadstairs facing issues and challenges related to be competent in tourism
industry and gain higher revenues from such activities, it becomes essential for this firm to utilise
the visitor motivations. For this purpose, it is also essential for fully understanding the variety of
products or services that visitors are looking for, so that better strategies could be made for
improvement in tourism activities (Lawton and Weaver, 2015). From given Figure 1, which
combines seven clusters of destinations and activities for appealing to overseas visitors, are
identified. So, considering these clusters will help in developing better action plans or strategic
tourism plan for Broadstairs to deal with its current challenge (Cetin, 2016). Another main factor
that raise issue for Broadstairs Town to earn high revenue is increasing competition among travel
sector, where offering cheap flights and travel packages leads to increase accessibility for foreign
tourists of beach holidays. This would result in reducing popularity and number of visitors within
England, which, in turn, creates adverse impact on UK economy. Along with this, increasing
tourism on coastal areas, also lead to raise environmental issue like beach water pollution which
affect adversely on sustainable image of Broadstairs Town (Holden, 2016). Therefore, to
overcome from these challenges and address issues, it becomes essential for government and
authorities of this town to make strategic tourism plan with effective goals and plans to execute
the same, as given below –
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Strategic Plan for Broadstairs –
Mission – “To provide services of high-quality on different-price strategies to diverse group of
visitors, for earning economic advantages”.
Vision - “To become most desirable and memorable destinations for both foreign and domestic
visitors”.
Objectives –
 To develop and maintain consistency in tourist services for earning high customer
experience.
 To strengthen the economic framework by maintaining and building cultural heritages in
coastal areas.
 To avail more local employment for improving living standards of coastal area
populations.
Opportunities for enhancing tourism for Broadstairs – Develop stakeholder engagement by
utilising the concept of collaborative tourism planning in creation of strategic plans. For this
purpose, developing partnership with NGOs, organisations working under tourism sector and
other agencies, will help in promoting better plans for attracting and retaining foreign tourists
(Martins, 2018). Along with this, making improvement in beach and harbour area of
Broadstairs Town will also help in leveraging tourism opportunities from other destinations
of Isle of Thanet.
D. Way to implement vision and objectives with identification of key stakeholders
As the primary objectives of Broadstairs Town is to bring engagement and develop
collaboration among associated stakeholders of tourism industry. Therefore, to gain this
objective, it is foremost duty of planners to collaborate all interested parties having broad
knowledge of way to enhance tourism in this town. It includes transportation firms, hotels and
restaurants, healthcare organisations and food industry. These firms if work in coordination with
each other, then objectives of tourism strategy could be implemented in a better way (Cetin,
2016). Another way, includes process of taking initiatives from local government for promoting
the significant factors of this town, such as beach, musical bars, Dickens House and more, by
including their participation in making strategic tourism plans. Along with this, restructuring the
old buildings, increasing commercial activities more on beach, developing leisure services and
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residential community etc. will help in strengthening the tourism advantage factors, for
improving and enhancing economy (Saleh and Weinstein, 2016).
Since stakeholders are mainly responsible for identifying the key issues and addressing
solutions in partnership related to the development of tourism in a specific region. Therefore,
planners of Broadstairs Town need to organize a monthly meeting for reviewing the overall
progress and monitoring the entire work of project for further improvement (Morrison, 2018). In
this regard, Local municipality, Broadstairs Town Team, State & Federal Government, Tourism
and Leisure Association of Broadstairs etc. are key stakeholders who will help in
accomplishments of tourism related objectives. Local municipalities will be responsible for
conducting monthly meeting for developing strategies, designing actions plans and financed
accordingly under close supervision. While federal and state government will help in developing
town structure as well as linking transport facilities to coastal area destinations (Vogt and et. al.,
2016). Similarly, auditing the offerings and incorporation of best practices for developing
sustainability of tourism are some main functions carried out by Broadstairs Tourism and Leisure
Associations.
E. Evaluation of social and economical benefits for the visitors and residents
For developing and implementing the objectives to gain long-term success of tourism in
Broadstairs Town, collaboration among associated parties or stakeholders consider as one of the
crucial activities. This would help in bringing tourism development in sustainable manner, with
promotion of leisure and best services among both national and international visitors (Dawson,
Shaw and Gehrels, 2016). Through cooperation among stakeholders, more support and guidance
will be gained to accomplish long-term objectives efficiently. Along with this, it would also help
in thriving opportunities and dealing with challenges, with more cooperation of stakeholders.
This would also aid in improving local leisure activities and tourism related facilities in
Broadstairs Town for maintaining public health. With perspectives of residents and visitors,
social and economic benefits of given strategic plans are determined as below –
 Implementing sustainable tourism practices will help in improving environmental
conditions and worst impact of activities on beach and sea-side area. Along with this, it
also helps in maintaining quality of heritages and other destinations (Sidali, Kastenholz
and Bianchi, 2015). Therefore, this will prove beneficial in terms of both economic and
social perspectives.
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 Building more commercial activities will also aid in creating more employment
opportunities will prove beneficial for local residents of Broadstairs. Tourism strategic
planning will help in facilitating opportunities for employing both skilled and less skilled
labours of Broadstairs (Coccossis and Mexa, 2017). For this purpose, provides training
courses by the local government leads to enhance basic skills and way to treat visitors for
enhancing their tourism experience. This will prove beneficial for strengthening the
competitive advantage of this town from other destinations of Thanet Isle.
 Refurbishment of town will help in increasing accessibility of primary public service to
both residents and visitors (Scott, Hall and Gössling, 2016). It includes environmental
protection, better health care services, improved public buildings and transportation
infrastructure, etc. Offering these facilities to visitors during vacation will also help in
promoting safe tourism.
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Conclusion
It has been concluded from all over report that tourism is one of the important sectors of a
nation, that helps directly in increasing growth and development of economy. It helps in
generating a lot of employment opportunities for local residents through which ratio of
unemployment could be reduced. As present report has mainly provided evidences of tourism
within coastal areas, so it has been evaluated from the entire discussion that from retain and
attraction of number of visitors, they face a lots of struggle because travelling in such locations
quite become easy and affordable. Therefore, under such process, it creates difficulties for
tourism industry of coastal areas to show their competencies and remain competitive in this
market as other destinations. Therefore, for resolving such an issue, it proves beneficial for them
to develop strategic tourism plans which involve key strategies, actions and entire activities for
sustaining in market. Along with this, approaches like collaborative planning also aid in retaining
interest of key stakeholders by allowing their participations in development of strategic plans, for
enhancing tourism.
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REFERENCES
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