Tourism Strategic Plan for Broadstairs Coastal Area

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URBAN TOURISM
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Table of Contents
INTRODUCTION....................................................................................................................3
RATIONALE...........................................................................................................................4
PART 1.................................................................................................................................... 5
BENEFITS OF PRODUCING STRATEGIC PLANS FOR TOURISM..............................5
IMPORTANCE OF COLLABORATIVE TOURISM PLANNING WITH ITS PROS AND
CONS................................................................................................................................... 6
PART 2.................................................................................................................................... 8
STRATEGY, OBJECTIVES AND VISION OF TOURISM BY ADDRESSING
CURRENT CHALLENGES AND ISSUES.........................................................................8
IMPLEMENTING OBJECTIVES AND VISION AND IDENTIFYING KEY
STAKEHOLDERS.............................................................................................................13
BENEFIT OF STRATEGY TO VISITORS AND RESIDENTS ECONOMICALLY AND
SOCIALLY........................................................................................................................ 16
CONCLUSION...................................................................................................................... 20
REFERENCES.......................................................................................................................21
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INTRODUCTION
This assignment will cover tourism coastal area where their businesses depend upon tourists
who comes from the other nation from all over the world. These businesses get impacted by
technology which has increased the ratio of visitors in striking places globally by providing
online access and discounts. This will focus on Broadstairs which has 7 sandy bays, pretty
parks, distinctive high street and so many places to see for the tourists. This assignment will
examine the benefits of strategic plans of tourism and the importance of collaborative
planning by taking the example of Broadstairs. It will also compile the strategy, objective and
clear vision of tourism for solving the issues facing by Broadstairs and it will also deliver the
objectives to the stakeholders and the benefit of strategy for the visitor and residents
economically and socially.
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RATIONALE
This assignment has covered the coastal areas like Broadstairs and compiles the strategy,
objective and clear vision of tourism for solving the issues facing by Broadstairs. This
assignment carried out for delivering the objectives to the stakeholders and the benefit of
strategy for the visitor and residents economically and socially. This is maintained for
creating the importance of collaborative planning which helps tourism industries in attracting
the tourists and enhancing the development of economy and environment.
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PART 1
BENEFITS OF PRODUCING STRATEGIC PLANS FOR TOURISM
Tourism development and planning is the procedure of considering the requirements of the
people in planning a trip by determining the factors of resources, activities and programs.
This is important as it provides so many information and resources to the travellers for
improving their tourism so that they can retain the tourists for their development (Lew, 2014).
Tourism plans are the strategic tools for increasing tourism which are being used by
Broadstairs and some of the benefits of tourism plans are:
Generating employment: tourism plans helps in increasing numbers of tourists which
requires more hotels, more rooms, more staff so the rate of employment opportunities are also
increasing which helps the residents of Broadstairs in acquiring those opportunities for their
development and helps in making the tourism sustainable. The raising in employment
opportunities helps the area in decreasing the crimes and robberies which also helps the
economy in maintaining the sustainability (Lew, 2014).
Economic inflow: tourism plans helps in attracting the tourists which help in increasing
inflow of the economy in the area. Increase in tourists helps in improving the scale of
economy.it also helps in developing then job opportunities which directly increases the flow
of income and simultaneously increases the living standard and reducing poverty. The living
standards of people of Broadstairs have increased by the increase in the use of technology
which directly helps the town in their growth and development (Lew, 2014).
High tourist’s walk-in: implementing tourism plan results in high walk-in of tourists from
both international and national countries which have become a source of income for tourism
industries. Tourism planning helps in raising the number of people who comes daily.
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IMPORTANCE OF COLLABORATIVE TOURISM PLANNING WITH ITS
PROS AND CONS
Collaborative planning is a model that implies appointing the expert and obligation to the
stakeholders legitimately not through different channels (Wray, 2015).
Collaborative planning is named as the arranging done together by the government and the
travel industry advisory group of the Broadstairs. It is significant as the local expert
additionally have a few duties, cost spending plans and some specialist towards the basic
leadership of the travel industry planning. Both the gatherings are required for settling on the
choice and planning the procedure for pulling a high number of tourists to the travel industry
and implementing the equivalent (Wray, 2015).
Benefits of collaborative planning:
1. Proper detailing of the travel industry plan with the individuals who care for and
regard the condition of the town, they are the ones who are influenced significantly by
the travel industry and the travel industry planning. These individuals are the residents
who live in the town and are completely relied upon the travel industry so they
reserve the option to settle on choices concerning the travel industry planning (Wray,
2015)
2. Proper execution of the travel industry plan, the stakeholders will be increasingly
motivated to actualize the plan as they need change and are keen on the incomes and
pay henceforth they will appropriately execute the system (Wray, 2015)
3. There is the production of better and creative thoughts by the stakeholders that is
impossible if the government exclusively chooses and detailed the making
arrangements for the travel industry (Wray, 2015)
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Pros of collaborative tourism planning
The shareholders like private companies are having many innovative concepts which help the
tourism industry in improving their planning for growth and their aim of achieving high
growth by comparing to government and voluntary companies. The private companies give
more competition in the market and are competitive so that they help in promoting the
tourism sector (Petrova and Hristov, 2016).
Cons of collaborative tourism planning
The shareholders take decisions which can be fair or unfair and maybe environmental and
economic friendly of not. They can ignore the preferences and views of the tourists for
earning more profit because most of the private companies work for enhancing their profit
and revenue and for increasing profit they can ignore the visitors and nature (Petrova and
Hristov, 2016).
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PART 2
STRATEGY, OBJECTIVES AND VISION OF TOURISM BY ADDRESSING
CURRENT CHALLENGES AND ISSUES
There are some of the issues facing by Broadstairs are; competition, low accessibility and
affordability in the travel holiday package. Another issue is faced by Broadstairs is low
tourism attraction and visit despite technological advancement and online accessibility
(Coccossis and Mexa, 2017). There are some challenges faced by Broadstairs are:
1. Low visit of tourists and resident families as they prefer to move out of the nearby
cities or destination for spending their vacations and they don't want to visit a coastal
destination which becomes a problem for the tourism industry in offseason
2. Another problem is that the visitors come for the short period who can stay in the
hotels for 1 or 2 days where no long term visitors stays in the hotels which are not
beneficial for tourism (Coccossis and Mexa, 2017)
3. Another challenge was to provide food joints in Broadstairs as the local restaurants
and multinational brands don’t have endorsements from chef celebrities where they
cannot create an attraction with the visitors and tourists (Coccossis and Mexa, 2017)
Executive summary
Broadstairs has faced some problems of fewer visits from local families due to low tourism in
offseason which has become hard to manage and survive. It would be a great achievement for
the town if the visitors visit the town in the offseason because of their attraction on tourism
strategies which get defined as the objective and vision. The strategy of tourism has helped in
gaining the attention of the tourist in Broadstairs which also helped in enhancing the income
of residents.
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Vision: To build a spot for tourists considering families and visitors and also sustaining the
safety of the environment which is the main vision of the strategy of tourism.
Objective:
1. To attract a high amount of tourists via offline and online means
2. To develop Broadstairs with more luxury facilities and amenities
3. To advertise and promote tourists places via celebrity endorsement
4. To develop food joints for enhancing tourism
5. To ensure environmental sustainability and safety of manmade and natural
heritage of Broadstairs to preserve the same for the future generation
Swot analysis
Strengths  Broadstairs has attractive beaches like the golden sandy beach
which are clean also and landscape which attracts the visitors more
 It is popular for a seaside destination for tourists where the climate
provide good weather and dry summer
 It provides easy accessibility for London and Europe via high speed
of rail and ferries (Charles Dickens, 2019)
 Broadstairs is having the best location as the tourists found nearby
stations and parks for coming and going back
 Approx. 1000 people work for improving the projects of town
which takes no costs for the improvement
 Large assortment of cafes, boutique hotels, bars and restaurants in
Broadstairs and overseeing sea (Charles Dickens, 2019)
 Wide range of lodging from £1million to affordability
Weaknesses  Lack of opportunities for graduates and young people so that they
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can move away in search of employment
 Lack of suitable and coordinated signing and finding of a way
 Lack of leads enforcement planning to poor and inappropriate
development of design (Charles Dickens, 2019)
 Tourists found messy roundabouts and railway bridge while
entering in Broadstairs town
 Lack of maintenance in public areas and gardens, toilets and parks
at seafront (Charles Dickens, 2019)
 The entry route is from a shopping mall and by a new housing
estate
 Lack of preservation on privately owned buildings which fronts to
the high street
Opportunities  It can develop a creative tourism sector by researching the best
possible way of improving tourism in Broadstairs
 The unique attraction of Broadstairs town's views and bays for
growing advertising and film industries (Charles Dickens, 2019)
 Potential for enhanced tourism from the UK by improvement in
visitor marketing, seasonal offers and golf packages
 Restoration and dredging of beach and harbour improvements to
enhance the attraction of Viking way
 The threat of change in climate and terrorism boosts the holiday in
the UK (Charles Dickens, 2019)
 It is also an opportunity to improve the national economy which
also boosts weekend and UK short stays
Threats  Essential scenes, views and green spaces are gone by permitted
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growth and lasting negative impact on the tourism industry
 Air and water pollution impact on beaches where the Broadstairs
needs to close them which also creates long term damage in
reputation (Charles Dickens, 2019)
 Increase in the problem of surviving due to increase in competition,
failure and adaptation of modern trends
 Neglecting buildings and spaces of the public which creates a poor
image on public, new residents and visitors
 Overbuilding in high township areas reduces the value of choice of
housing (Charles Dickens, 2019)
Cost budgeting
It is important to decide the budget and cost for implementing and formulating the strategies
which also includes the cost of advertising and promoting by using both offline and online
platforms of creating mass advertising. It is needed to implement and formulate a plan for
tourism by selecting a specific amount of £ 25, 00,000.
ACTIVITIES COST (£)
Advertising and promotional activity £ 1500000
Implementation of a tourism plan £ 1000000
Total cost £ 2500000
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Measuring and controlling
The primary point of this tourism and the travel industry planning is to attract the visitors
however the sustainability or natural wellbeing can't be undermined, so to guarantee proper
usage of the travel industry plan in the town appropriate governing or checking should be
finished. So as to increase positive outcomes and to satisfy the objectives that were made
before the usage of the travel industry plan (Edgell, 2016). On the off chance that the
arrangement or procedure is executed appropriately, at that point just the expense of planning
and actualizing the methodology will be recouped. On the off chance that the execution of the
vital arrangement isn't palatable, at that point the entire methodology is addressed and the
cost will be wasted (Edgell, 2016). Controlling is done after the calculation of the progress
and performance of the plan. The calculation of the process is regularly done through
different devices and assessing the presentation of the individuals in charge of the execution
of the plan. There might be a few issues and clashes that can influence the working of the
plan; to take care of those issues in less opportunity arrives under controlling and observing.
Inspiration is the way to accomplish the objectives, so by clarifying and speaking with the
individuals about the outcomes, results and what will be the future advantages will prompt
the improvement of the entire town. Inspiration isn't just confined here however is reached
out for the residents who need to collaborate and organize with the movement and the travel
industry arranging (Edgell, 2016). On the off chance that the occupants will help, at that
point, just the objective of accomplishing high the travel industry targets can be
accomplished. There are such a significant number of individuals that radical or restrict to the
travel industry on the grounds that their tranquillity is irritated or the sightseers abuse the spot
and condition particularly the water bodies, shoreline and the vacationer make tremendous
garbage of plastic at the beaches that crush the excellence of the shoreline and condition, so
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