TLH 302: Broadstairs Coastal Tourism Strategy and Development Plan

This report provides a comprehensive analysis of a tourism strategy for Broadstairs, a coastal town in England. It begins by examining the benefits of producing tourism strategic plans for coastal areas, using Eilat, Israel as a successful example. The report then evaluates the importance of collaborative planning in tourism, particularly for Broadstairs, discussing its pros and cons. Part 2 of the report compiles a brief tourism strategy with a clear vision and objectives to address the current issues and challenges faced by Broadstairs, including the rise of foreign travel and the need to capitalize on its heritage. The report describes how the vision and objectives could be implemented, identifies key stakeholders, and evaluates the social and economic benefits of the proposed strategy for both residents and visitors. The report concludes with a summary of the key findings and recommendations for the development of a sustainable tourism plan for Broadstairs. References are included to support the analysis and recommendations.

TLH 302
Assessment

Contents
INTRODUCTION.......................................................................................................................................3
PART 1.......................................................................................................................................................3
A. Examine benefits of producing tourism strategic plans for a coastal area and illustrate that with an
example of a destination that has benefited from it..................................................................................3
B. Evaluate importance of Collaborative Planning in tourism and justify why this approach would be
useful for Broadstairs coastal area. Discuss the pros and cons of this approach......................................5
PART 2.......................................................................................................................................................7
C. Compile a brief tourism strategy with clear vision and objectives, which will address the current
issues and challenges that Broadstairs is facing.......................................................................................7
D. Describe how your vision and objectives could be implemented and identify the key stakeholders in
charge of delivering those objectives.......................................................................................................9
E. Evaluate how your strategy is going to benefit the residents and visitors socially and economically.
...............................................................................................................................................................12
CONCLUSION.........................................................................................................................................13
REFRENCES............................................................................................................................................14

INTRODUCTION
Every nation tourism industry is rising day by day which help them in attaining numbers
of benefits such as increase economy of country, increase employment, enhance life style and
many more. Travel and tourism industry have several target customers such as business man,
teenagers, adventurous loving person, visitors and so on (Alrasheed and et. al., 2020). The
respective report is based on the case study of Broadstairs which is a beautiful town situated on
the East Kent coast that is between Ramsgate and Margate. Respective town has seven beautiful
sandy bays, pretty parks, characterful high street and many other locations. The respective
location is struggling because there is risk in package holidays as well as low cast of airfare
which making traveling to foreign easy and affordable. Due to which local authorities are
planning to come up with tourism plan that help respective place to build on their heritages as
well as they also able to take advantage of new opportunities for developing their economy and
communities future strong. Topics included in the respective report are benefits of developing
tourism strategic plans for the coastal areas as well as importance of collaborative planning in
tourism and for Broadstairs coastal areas. Along with this it will also include brief of tourism
strategy including vision, objective, challenges and how it can be implemented at the respective
location. Report will also evaluate how developed strategy is benefit for residents and visitors.
PART 1
A. Examine benefits of producing tourism strategic plans for a coastal area and illustrate that
with an example of a destination that has benefited from it.
The coastal tourism industry is one of the fastest growing sectors at the global level. In
respect of Marine and Coastal tourism, it is attributed with 3 beautiful S i.e. sun, sea and sand,
this combination help in attracting more and more customers towards the destination. There are
several benefits which is attain through introducing tourism strategic plans for the Broadstairs
coastal areas, from which some main are mentioned below:-
 Help in generating foreign exchange income – It is considered as one of the main benefit
gain through coastal tourism (Chim-Miki, Medina-Brito and Batista-Canino, 2020). This
is so because through it they able to export as well as import goods and services in

combination to the coastal tourism house as well as it also help in generating income for
the host economy. According to different studies it is determined that tourism contributes
more than 30 percent to the overall nation economy as all nations have access to the
coastal beds.
 Increase economic benefit – Through tourism activities a nation able to increase their
economic benefits as it adds to the government revenue, create employment, and develop
business opportunities and many more. Moreover, it will also direct contribution of
including income tax from different sources such as tourism business, departure tax, eco
tax charges, and tourism employment and so on (Czernek-Marszałek, 2020). Coastal
communities and location also have benefits through tourism activities or employment
opportunities that are considered as indirect contribution to economic benefits.
 Improvement in coastal areas – Through coastal tourism local government get promoted
which improve their aesthetics standard, health and safety condition, infrastructure and
many more. In addition to this, infrastructure needed for the support of coastal tourism
that includes railways, airways, housing employees, attractive shopping malls and so on.
The implementation of all these facilities in effective manner help in enhancing quality of
tourism and local residents.
 Leads to nature protection – It is also one of the main benefits that coastal tourism helps
in contributing to conservation of sensitive ecosystems as well as habitats. In order to
attain this government introduce beaches protection group whose main functions is to
develop strategies for protecting coastal heritages as well as adjunct parks. Moreover,
they also protect san pits, beaches, fisheries resources, marine invertebrates and many
more which lead to support to natural eco system in successful manner.
 Gain competitive advantage – Though the sustainable tourism strategic plan coastal area
can promote tourism which helps those gaining competitive advantages. In order to this,
different tourism operators want to work with those vendors or suppliers who act in the
sustainable manner such as respecting local culture, enhancing as well as protecting
ecosystem and support to well being of local community (Dolezal, Trupp and Bui, 2020).
The example of destination which gets benefited from the strategies plans for coastal
areas is Eilat, Israel which is located in the south of Israel on the Red Sea Coast and in Negev
Desert. It is also known as holiday capital of Israel which have numbers of hotel as well as resort

along with the coastal belt. Respective place tourism features several facilities such as scuba
diving, snorkeling facilities and so on. Eilat is also famous for the underwater observatory
marine park which includes corals, fishes, sharks pools, turtles and many more. The government
of Israel introduces national support programs as well as financial aid for improving marine cost
of location (Dwyer, Forsyth and Dwyer, 2020). Furthermore, they also develop and amend
designed strategic plans that aim to the improvement of tourists appeals as well as in order to
improve position of Israel Tourism in the international market they signed an open skies
agreement in 2013 among the Israel and European Union. Through this agreement all direct
flights from any EU countries to Israel and vica versa are allowed as well as for the easy access
to Eilat location, Israel introduce direct domestic flight services. By conducting agreement Israel
able to reduce air traffic as well as reduce international flight price to Israel from any EU nations.
Moreover, respective country also do investment for improving infrastructures of several tourism
places such as beaches, resorts, underwater marine observatory and many more as well as they
also provide training to employees of tourism industry so that they target more international
tourism. This how that development of strategic plan help Israel to improving their destination
condition as well as it will also help them in attracting more customers or visitors
B. Evaluate importance of Collaborative Planning in tourism and justify why this approach
would be useful for Broadstairs coastal area. Discuss the pros and cons of this approach.
Collaborative planning in respect of tourism is determined as an efforts for proactively
manage the development as well as growth of associated tourism destinations. This will vision
for the planning as it not only allows stakeholders to develop an opportunities for enhancing
profit margin, but it also promote creation of tourism at the coastal location. Collaborative
planning have several benefits such as it provide opportunity for the communities who are
interested for the integrating tourism at their economic, environment and social endeavors
(Filimonau and De Coteau, 2020). Through this it can be determined that opportunity does not
impact forcible action on the development of tourism whereas it develops opportunity for
associated communities in order to work in partnership. This will leads to development of
effective supply chain as well as lead to great return to its potential customers for their
investment.

In respect of Broadstairs which is located on the East Kent coast in between the Margate
and Ramsgate. This location has seven beautiful sandy basses, pretty parks and high street. The
prospect of collaborative planning of tourism will provide advantage for the town as they gain
competitive advantage and enhance local tourism industry (Jiang and et. al., 2020). Respective
location local members are aware about their condition related to cultural issues, availability of
resources, engagement ideas and so on; this information will link for development of tourism
activities or prospects. In addition to this, partnership requirements implement for the several
responsibilities such as developing opportunities for food services, rent, local transportation,
networking and guide who provide destination information. Furthermore, it will also help in
fulfilling network as well as facilities of tourism requirement in effective manner through which
tourism target can be attain successfully. Through this, it can be determined that collaborative
planning for the Broadstairs needed an opportunity in order to integrate the local authorize along
with the tourism representative like government or companies agencies.
The pros and corns associated with the collaborative tourism planning are given below:-
Pros
 Sustained development – The approach of planning will help in avoiding expenditure
required for the tourism development as it will be possible by strategically designing of
resource utilization, determining focused objectives, implement market requirements into
design prospects as well as seek customary requirements. In this contribution of
associated partners will be effective in bringing varieties related to ideas and that will
sustain for the achievement.
 Leads to effective solution – Mutual contribution of various stakeholders will help in cost
effective solution. According to this they can use local resources as well as know the
utilization of cultural context which help in attracting more and more customers
(Kalupokuna, Kulathilaka and Perera, 2020). In addition to this, a combined effort for the
designing as well as implementing strategies will assured by adopting combined decision
making approach, adopting evidence based approach and develop informed decision.
 Democracy – Collaboration of stakeholder also implemented through concept of
democracy as well as make tourism planning legitimate for everyone related to specific
location or destination. In addition to this community member who get more affected

through the tourism development will also get opportunity to the contribution to
sustainability.
Corn
 Addition cost in practices – This is main limitation of collaborative tourism planning as
responsible authorizes will required volunteer for the local planning committee and for
that they need to addition cost. This will be mainly needed for conducting case analysis
as well as gathering of information which can directly involves for the decision making
process.
 Political issues – This is another main corn of collaborative tourism planning according
to which opportunities of collaborative plan will effect with the political, culture,
operational as well as structural limits in respect of local member’s participants (Önder,
Gunter and Gindl, 2020).
 Identifying legitimacy – It is essential to determine legitimacy of stakeholder who
involves in the process of planning. This will failing to comply with respective
requirement which lead to several issues such as serious conflict, resources loss and
failure of customary requirement.
 Participation capacity – It is essential to have knowledgeable and skilled person in the
decision making or planning process. Thus, it is essential to become extra burden for
identifying deserving stakeholder who will conduct effective planning process.
PART 2
C. Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing.
There are several factors which are considered while conducting analysis through brief
tourism strategy, explanation of all aspect in respect of Broadstairs are given below:-
 Description of location – Broadstairs is a beautiful coastal area or town which is situated
on East Kent Coast, England (PK, 2020). The respective town is located nearly 80 miles
from east of London as well as that has a proper and easy transportation facility which
connected for the access of respective area. It is famous as a place having seaside along

with retro ice cream parlors, fishermen cottages, chic shops and so on which attract more
and more customers or visitors at location. Respective destination is considered as
attractive destination for young couple as well as families who love or preferred mild
climates of scenic English coast (Ratliff and Kunz, 2020). There are several factors which
are considered as strengths of Broadstairs such as suitable night life for all age group
visitors, exciting attraction for sightseers, opportunity to enjoy several facilities of
entertainment like musical bar and sea side and many other factors.
 Mission, vision and objectives – The mission of Broadstairs is to offer high quality
services to tourist so that they get attracted toward the destination and want to come again
and again as well as it also help in increasing goodwill of destination at potential
marketplace. Through this mission respective location able to attract more visitor which
increase their economy conduction and generate employment. Vision of respective
location is to prospect in United Kingdom that will include several aspects such as
innovation, originality, united and profitability. In addition to this objective of the
location is to maintain as well as build costal heritage in order to grab opportunities for
strengthen nation economy in effective manner. destination also have long term objective
i.e. to build creative, sustainable as well as vibrant economy as compare to other through
strong local business which help in fulfilling requirement of visitors, investors and
residents. Local government also wants to improve transport as well as environment
condition so that they can attract as well as retain more numbers of visitors with them for
life time.
 Attraction – There are several place or destination in Broadstairs which attract more and
more resident and visitors such as blue flag sandy beaches, traditional amusement
arcades, contemporary art galleries, cafés, restaurants, bars and bistros. In addition to this,
there are some other places where people can visit such as Lilliput Minigolf, Crampton
tower museum, St. Peter’s Village tour, Blues bash music festival, Bleak House Museum,
Dickens house museum and many more (Romero and Tejada, 2020). Some other main
spots of tourist destination where tourist can enjoy surfing, beach shops, biking bay,
harbor and cliff top walk, beach huts and many more. At respective place visitors
generally visit during autumn as well as Easter weekend as at that time they can get free
entry at the Broadstairs festival. In addition to this, respective place also organize adjunct

food festival where visitors or residents have opportunity to enjoy local food items as
well as they get facility of riding Open Top Bus where they can enjoy fresh air as well as
scenic beauty from the Ramsgate Boating pool. In order to provide easy access to the
location a high speed rail link is introduced for vacationists from the Europe as well as
London.
 Current issues and opportunities – In today’s time tourism promotion is declining day by
day because there is lack of interest from the government as well as local authorities for
promoting tourism (Seyfi and Hall, 2020). This will directly impact on the economy
develops of specific area as well as there are several issues which occur due to not using
technology and lack of marketing is that destination not able to attract more and more
visitors toward destination. There is issue also related to the cost leadership as well as
attaining sustainability at the potential marketplace. In addition to this, opportunities for
respective location tourism are they able to engage stakeholders, promote activities such
as food chain industry, hospitality and architecture and many more.
 Current Challenges – According to the case of Broadstairs they are facing some
challenges due to which they are facing increase in competition. This challenge is arise
due because of cheap flights from the United Kingdom to European nation that increase
the accessibility from the abroad beach holiday mainly for the local British families. Due
to this there is reduce in popularity of destination and number of tourist or visitors at the
UK create adverse effect on their economy (Shrivastav and Pandit, 2020). This will also
lead to challenges related to beach water pollution as well as lack of effective
management that develop damage in town reputation for the long term. In this condition
high street shops are not able to survive due to increase in competition from Westwood
Cross as well as shops are unable to adjust with modern retail services. That will include
online ordering and delivering of products and services as well as weekend opening
hours.
D. Describe how your vision and objectives could be implemented and identify the key
stakeholders in charge of delivering those objectives.
The main objective of Broadstairs coastal areas is to flourish as well as bloom the
economy of town so that they can attain addition opportunities successfully. Moreover, their
objective also increases to enhance civic price through the reduction of littering as well as anti

social behavior. Respective destination aim is to enhance income flows of local communities for
which they need to encourage more for business investment as well as they also want to draw
attention to more numbers of visitors. Below some of the main strategies and plans are given
which help Broadstairs to attain their vision as well as objective:-
 Authorizes can collaborate all the business who have interest and knowledge related to
Broadstairs town and their tourist perception (Slak Valek, 2020). This collaboration of
organization will work in team or coordinating way in order to support economic
activities within the respective location. In this selected business may include healthcare,
food, transportation, recreational, hotel and restaurant.
 Local government must take initiative in order to promote significant as well as attractive
assets of coastal town. That will consider assets like bar, beach, café, bays, carmpton
tower museums, St Peter’s Village tour, Picturesque harbor and many more. This is so
because through it Broadstairs able to attract more and more audiences toward the
destination.
 Respective destination government can also conduct reconstruction of town center,
according to which they can restructure old buildings, develop new business ideas,
improve civil realm in town. In addition to this tourist or visitors can also be attracted
through different innovative marketing strategies such as through digital media, social
media and so on. Along with this, they can also introduce seasonal rail offer and holiday
packages as that will help in attract more and more audiences and encouraging them to
visit at the location.
 Respective location government must provide funding to the town residents in order to
support them so that they can execute their project successfully. Moreover, funds can also
be used for the tourism marketing by using medium like newspaper, television, social
media, and digital media and so on. This is so because that will help in attracting more
numbers of customers from the local, national and international locations.
 In order to develop a strong backbone of the Broadstairs, authorities can work on main
three keys sites i.e. resort houses, crampton town museum and pierremont hall because
these sites contributes to the sustainable mixture (Teixeira and Ribeiro, 2020). This
mixture will include commercial activities. Residential communities in town and mode of
leisure.

Stakeholders are considered as people who are responsible for identifying key issues as well as
address solutions in partnership which are conducted for the development of region. In respect of
Broadstairs coastal area, community team can organize meeting on monthly basis because that
will help in determining issues as well as developing strategies accordingly (Theodoropoulou
and Alos, 2020). In this monthly meeting, several key stakeholders need to invite as that will
help in developing future plan and strategies. Below some of the key stakeholders are given
along with their responsibilities toward attaining objectives:-
 Local municipality – It is essential to involve these peoples in the monthly meeting
related to the regional tourism. This is so because all the action plans are designed as
well as financed under their close observation and guidance. These stakeholders also
provide provision related to employment opportunities at the respective destination.
 Broadstairs town team – These stakeholders are generally considered as project leader as
well as they conducts their work in collaborative manner with other stakeholders such as
retailers, leaseholders, landlords and many more. Through this stakeholder destination
able to execute their local action plan in effective as well as successful manner this in
conduct tourism related activities properly.
 The Broadstairs society – These stakeholders are associated with the several plan or
strategies such as beach management plan, refurbishment of local infrastructure and
destination management plan. These are also involved in several other activities such as
auditing of public toilets which are near to the beach as well as town center.
 State and federal government – For the development of town structure as well as
managing transportation facilities are conducted by the state as well as federal
government (Wang, Japutra and Molinillo, 2020). This stakeholder also focuses on the
introduction of cheap flight prices within as well as outside the United Kingdom in order
to enhance numbers of tourism from both national as well as international level.
 Broadstairs and St. Peter’s town council – Respective stakeholder generally work along
with the leaseholders as well as property owners in order to improve appearances of
destination infrastructure. Through this they able to ensure that they able to provide
quality as well as satisfactory services to the visitors, tourist or customers.

E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.
Implementation of long term objective for the enhancement of coastal tourism, the
Broadstairs coastal area community team need to conduct collaboration with the relevant
stakeholders in order to bring sustainability at the tourism develop as well as promotion of
related activities (Slak Valek, 2020). In this essential factor is that, it is necessary to encourage
propel for growing independent business or services in retail sectors as that will help local
communities to get prime opportunity to attain objective successfully. There are some activities
through which economy of destination can be supported such as organizing conferences, niche
events, festivals celebration and many more. There are several socio and economic benefits
related to resident as well as visitors from the strategic plans, from which some are mentioned
below:-
 At the Broadstairs, there are aging populations in the community who need to require
high level services as well as care and they also increase the demand of health care
services. Through the implementation of public health care services as a portion of
tourism strategic plan aging community resident will get benefit which help them in
leaving their life effectively. Along with this, it is essential to open emergency healthcare
centers so that tourist as well as resident can attain services successful and effectively.
 Tourism strategic planning also help in facilitating opportunities for the local high skilled
employment. In order to attain this local government will provide training and
development courses so that they can enhance their basis soft and hard skills (Teixeira
and Ribeiro, 2020). This will help them in be productive through which they become
productive as well as help in improving their leaving standard successfully and
effectively.
 Restore of coastal community houses can be do because through that market can be boost
their confidence of local business sector. This will act as driver for the growth of
economic as well as it also supports the local business or shops. It is so because sea side
shops are the main reasons for attract outsider and encourage them to visit their
destination for long time and stay there. Through this economic conduction of destination
get enhance as well as it also helps in increasing goodwill at marketplace.