Case Study: Developing a Strategic Tourism Plan for Deal, Kent

This case study examines the strategic tourism plan for Deal, Kent, focusing on the benefits of strategic planning, especially in coastal areas. It explores the advantages of collaborative planning, particularly in the context of recovering from the COVID-19 pandemic. The assignment includes a brief to...Read More

Case Study : Deal, Kent
Strategic plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Task 1 ..............................................................................................................................................3
Examine the benefits associated with the strategic planning for tourism in the coastal area and
an example of the destination that has capitalised from the same..............................................3
Evaluation of the value of collaborative planning in tourism ...................................................5
Justification of why Collaborative planning approach should be used for deal.........................5
Discussion about the benefits of Collaborative approach for the tourism in order to recover
from Covid-19 pandemic. ..........................................................................................................6
Task 2...............................................................................................................................................7
Compile a brief of tourism strategy with clear vision and objectives, for the next two years
which will address the current issues and challenges that Deal is facing ..................................7
Discussion of how vision and objectives could be implemented and identification of the key
stakeholders that will be in charge of delivering those objectives. ............................................8
Evaluate how your strategy is going to benefit the residents and visitors socially and
economically...............................................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................11
Books and Journals ..................................................................................................................11

INTRODUCTION
Deal is one of the friendly tourist attractions towns located in Kent. It is known for its amazing
seaside scenery, castles, architectures, museums. The town is beginning to boom and flourish
due to the good media attention towards the same. The report highlights upon the perks and
benefits associated with the strategy planning for tourism purpose. It emphasis on the importance
of the collaborative planning in relation with Deal and the benefits associated with the same so as
to recover from the adverse effects of the COVID pandemic. It details about the formulation and
development of the tourism strategic plan so as to combat and recover from the impact of
COVID-19 on the tourism of Deal town. It also discusses the ways in the development of an
effective strategic plan will provide social as well as economic advantage to the visitors of the
respective town and the individuals residing in the town.
MAIN BODY
Task 1
Examine the benefits associated with the strategic planning for tourism in the coastal area and an
example of the destination that has capitalised from the same.
Strategic planning can be characterized as designing a systemic and advanced plan that is
formulated in order to formulate, evaluate, examine and implement the best strategy suitable to
the upliftment and development of a defined area of work.
In the recent times, Coastal areas has emerged as one of the most popular destinations for tourist
attraction and many individuals across the world are opting for spending their vacations in the
near the beaches and coastal area in order to experience the exhilarating coastal life. The coastal
food such as prawns, fishes, octopus etc. are also one of the major driving forces that captures
the tourists attention towards the coastal towns and destinations (George, 2020). There are
numerous benefits associated with the strategic planning for channelising tourism for the coastal
area such as :-
Establishing enhanced tourism in the coastal areas can lead to the increase in the contribution
provided to the government revenues. Direct contribution i.e. income tax and indirect
contribution i.e. tax rate on the tickets, duties and taxes levied on goods supplied to the tourists
etc.

Coastal tourism can also enhance the scope of earning generated from the foreign
exchange. The strategic planning for the respective coastal area can encourage the employment
in the particular area and provide various opportunities for the individuals so as to earn a good
living for themselves in that area or nearby. The emphasis on the strategical plans for the coastal
area development in regard with tourism can also lead to enhancement in the local economies as
the business will increase in the concerned area which in turn will contribute in the increased
economy as well. The advanced strategies in order to facilitate the tourism in the coastal areas
can give major contribution in protection and conservation of the natural environment and
habitats of the concerned area (Galli, 2020).
Strategic planning for the coastal tourism can lead to the strengthening of the
communities residing in the same. Tourism opens the doors for interaction and adaptation of the
new environment and cultures. It is a medium through which individuals get to identify
contrasting values and diverse cultures of the different parts of the world. The visitors get to
experience and spectate the festivities and events of the local communities residing in these
tourist spots. This leads to enhance observation and communication which allows the individuals
to bond with various communities and can lead to to more acceptance and peace within the same.
Systematic strategy planning can lead to more social involvement towards the tourism
and cal allow the individuals to understand the the financial worth of the natural and earthy sites.
It can also lead to a feeling of pride in regard with the national monuments and sites of the towns
in the locals and also motivate them to provide their contribution towards protection and
enrichment of their heritage in a sustainable way.
It can be stated that facilitating and promoting tourism in the coastal areas has various
advantages attached to it. Advanced and effective strategy planning can lead to major
advancement in the operations of the coastal tourism attractions and can generate more visitors
and tourists towards the same (Jaeckel, 2020).
Falmouth, Cornwall is a great example of the coastal destination that has incurred major
benefits by implementing innovative strategies so as to enhance the visitors towards the same.
One of its strategy of providing consistent carnivals to the visitors has helped to increment the
tourism in the concerned destination. The creative activities and the free spirited environment has
also helped the respective destination to up its game in the tourism sectors as it has enabled the
enhanced participation of visitors in the same (Mathis, 2020). The delicious coastal food also

attracts a huge visitor base to the Falmouth as the destination is known for its delightful and
wholesome meals.
Evaluation of the value of collaborative planning in tourism
Collaborative planning can be termed as a planning that facilitates the involvement and
participation of the stake holders in the in order to provide their assistance in the tourism process
by involving themselves in the negotiation process, potential investment process, shares decision
making powers in regard with the planning and formulations of goals and objectives concerning
the same. In tourism, collaborative planning allows numerous stake holders to align their focus
towards the development of the tourism in order to increase their position and status in the
concerned industry (Carden, 2020). Along with the stakeholders, various planners from the
public sector are also considered for the contribution in the collaborative planning. It can be
characterized as an approach that is participatory in nature. It majorly works to involve large
number of stakeholders in order to get their assistance in regard to govern the systems involved
in the tourism. Various techniques and measures are capitalised in order to enhance the
cooperation and agreement among the same.
Justification of why Collaborative planning approach should be used for deal.
Deal is a tourist destination that can also leverage from the utilisation of the collaborative
planning as it will allow the greater development opportunities of the destination which in turn
will lead to enhanced tourism in the same. The participation and the involvement of the
stakeholders in the investments and the decision making in regard with the destination will boost
the pertaining business of the destination and will lead increased revenues from the same. More
inputs will be given by the stakeholders will will lead to the introduction of new strategies and
ideas which may ensure the encouragement in the tourism facilities provided to the visitors of
Deal. The current standard of hospitality and tourism provided by Deal will be enhanced and
alleviated to whole different level. When different mindsets and ideologies collaborate together,
it gives rise to various different sustainable solutions relating to the issues and concerns face at a
tourism location and destination. The collaborative planning is one such planning technique
adoption of which can facilitate Deal with increased opportunities for current as well as future
growth and sustainability in its tourism process and procedures (Redeker, 2020).

Discussion about the benefits of Collaborative approach for the tourism in order to recover from
Covid-19 pandemic.
Benefits of collaborative planning in order to reduce the implications and to facilitate the
recovery from the adverse impact of COVID-19 pandemic are as follows :-
Improved Decision making can be considered as of of the prominent benefits that can be derived
from the implementation of the collaborative planning. COVID-19 pandemic led to various
alterations in the scope of tourism and the results showed that tourism was the most suffered
industry due to the prevailing impact of the academic on the worldwide business industries and
the personal lives of the individuals. In order to cope up with implication of the same, it is
required by the tourism sector to take the accurate measures and steps in relation with the
operations and to implement and regulate good decisions so as to acquire competitive benefits in
the time of epidemic (Poore, 2021). Collaborative planning allows the stakeholders to more
thought-some and come up with good decisions that can up the game of their respective tourism
destination or area.
Community approval is a very important component that allows the individuals and business
firms carrying out their operation at the tourist locations and destinations to regulate their
functioning in a proper manner approved by the local communities of the concerned area. During
COVID-19 pandemic, various restriction were led down by the governing bodies. One of the
restriction was to reduce and avoid the gathering of individuals at a particular destination
eliminate the chances of further spread of the disease among people. Tourism sector had to bear
the brunt of the same and this led to huge losses in the same. Through collaborative planning,
firms involved in the tourism activities can obtain community approval in regard with the
services and practices they are acceptable of and which does not lead to any negative influence
on their lives. This community approval also works to promote peace and mutually acceptable
relationship among the business firms and the local individuals (Icaza and Hechavarria, 2020).
A positive attitude is generate when individuals collaborate together in order to achieve the
common objectives. Team spirit and cooperation is enhanced with the facilitation of the
collaborative planning in the tourism industry. The pandemic contributed in enhancing the
insecurities, anxieties, work stress among the individuals which hampered the same both
physically and mentally. In order to recover from the same, an optimistic attitude is requires so

as to provide a healthy and positive work environment wherein individuals can provide their best
potential so as the facilitate n the development and encouragement of the tourism in their
respective and concerned areas.
Task 2
Compile a brief of tourism strategy with clear vision and objectives, for the next two years which
will address the current issues and challenges that Deal is facing
A good tourism strategy is an amalgamation of a well defined vision and the specific objectives
that the prospective destination wants to achieve in the particular time period. It details about the
strategic plans that can facilitate in the achievement of the strategic objectives and how the
determine strategies should be implemented in order to gain competitive advantages and benefits
pertaining to the same (Twaissi and Aldehayyat, 2021).
Vision
The vision of the Deal tourism will be to focus on the enhanced planning, management and
development of the tourism activities so as to attract potential visitors towards the same by
providing them with the enchanting and fascinating coastal experience.
Core Values
 The core value of Deal will be to operate and regulate its business operations in
accordance with righteousness and honesty.
 Deal tourist destination believes in proving excellent services so as it provide them with
the best experience. Valuing and maintaining relationships is also one of the core values of Deal tourism
destination as they believe in major emphasis given to the stable relationships among the
visitors and the destination facilitators.
Strategic Objectives
 To conserve and protect the Deal coastal destination so as to promote the natural habitat
and healthy environment.
 To increase the local revenues by capitalising on the tourist investments. To enhance the number of visitors and individuals in the next two years.

Discussion of how vision and objectives could be implemented and identification of the key
stakeholders that will be in charge of delivering those objectives.
The vision of the deal tourism is to concentrate on the developed planning, management and
development of the tourism activities and objectives of the deal tourism to develop the amount of
the visitors and to raise the local revenues by investing so, there are few ways that help the
company to accomplish the targets to implement the strategies. There few ways to implement the
strategies that are: To accomplish the strategies and objectives they have to focus on
environment and developing and improving the standards of the environment . To gain and
increase the much tourism, they have to focus on the protection and vulnerable home ground.
They have to Discussion of how vision and objectives could be implemented create clean and
more innovative environment and place so that they can attract more and more tourism towards
this place and mainly they have to take care of the few things that is related to the safety an
protection of the individual. To implement the strategies and to accomplish the goals firstly they
have to trained the people that are engaged in coastal tourism about the worth of existent practice
like surroundings management, trained the individuals about the protected area or domain, They
have to give proper and appropriate knowledge about the environmental consciousness between
the population so that it become quite relevant and better to attract the tourism. To attract the
more tourist, they have to conduct a few programs that provide information about the place.
Socio- economical sector: For attracting more tourist they have to upgrade local buying food an
d producing and building clean material. They have to setting up few area of networks for local
producers for amened marketing and they have to develop the new goods to meet the
requirements of the tourist.
Environment: They have to improve the environmental standards like noise,drinking water,
treatment and many more. They have to promote good and protective environment so that the
tourism can feel more comfortable and protective in the environment.
There are so many key stakeholder that supports to accomplish these objectives and to gain more
tourist and that are government that help to maintain that place and gain so much investment to
maintain the environment of the place. These stakeholders also give authorities to held the
programs and customers also that help to maintain that place clean and much attractive they both
are the major stakeholders that give effective contribution to implement the strategies and to
accomplish the objectives.

Evaluate how your strategy is going to benefit the residents and visitors socially and
economically
Enjoy fresh natural landscape
The strategy adopted by the Deal tourism will facilitate in allowing the visitors to enjoy
and relish the fresh and natural landscape and sceneries of the coastal destination. The visitors
can bask the enlightening sun at the beach and rejuvenate themselves from all the stress and
worries of life (Fewer, 2020). The world is working at a very increased pace and the individuals
do not get enough time for relaxation and enjoyment as such. The Deal city tourism has
implemented such strategies that will increase the vist6or experience in order to experience the
lavish services and enjoy the water sports and activities with their family and friends. It aims at
giving them one of the best memories of their lives.
Environmental friendly goods and services
The strategy implemented for design and development of eco friendly goods and
services allows the visitors to contribute their bit towards the sustainable environment. The
utilisation of the environmental friendly goods helps in eliminating and reducing the use of
chemical and plastic waste that has negative effects on the natural environment of beaches and
marine life. So in order to maintain the same in sustainable and appropriate manner, it is very
essential that the visitors are provided with the eco friendly materials and services. It will also
lead to increased awareness among the potential visitors towards the importance of using
sustainable products and services which has no harmful effects on the environment and the
biodiversity.
Healthy community
A healthy and advanced community will be build if the implementation of the strategies
will be practices consistently and religiously. The residents will get enough opportunities to
develop professionally as well as personally. New business opportunities will be generated
which will allow the local residents to improve their standard of living which in turn will help
them to live a healthy life. New and improved environment will be given to local individuals in
which they can try out something new and innovative which can bring about healthy change in
the unhealthy life patterns of the individuals residing in the same area or location. A healthy
community is sign of prosperity and growth in the society. The strategies will provide assistance

to the local individuals to optimize their current level of prosperity and happiness by investing
their time and efforts in the activities that can alleviate their personally as well as their work life.
Upliftment and acceptance of local culture and traditions
The strategies that can be imposed in order to enhance the tourism in the Deal town will
also uplift the acceptance of the visitors and tourists towards the culture and local traditions of
the destination. This acceptance of various communities and traditions will enhance the harmony
among various communities. It will also lead to reduced conflicts among the contrasting
communities and improve the mindsets of the individuals towards the people from different
religions and traditions. It is very important for the individuals to understand the local culture
and traditions so as to derive inspiration from the same and to adopt various features as well.
This practice will contribute in the enhancement of the overall personality of the individuals and
visitors coming to experience the coastal scenes of the Deal town (White, 2020).
Affordable expenditure on travel
The strategies formulated by the Deal Tourism is more focused towards the facilitation of
the good quality services to the tourists in the minimum and feasible expenditure in order to
leverage from the increased visitor attraction and leverage from the benefits associated with the
same (Liu, 2020). The travel expenditure in order to visit and stay at the Deal town destinations
is quite affordable and visitors interested in visiting the town can easily afford to do so. The
town also provides leisure experiences in the affordable rates which will make it one of the most
reliable tourists spots in the next few years.
Enhancement in the quality of air and water
The strategies involves in the Deal tourism promote the environment safety and
maintenance. While improving the environmental conditions by prohibiting the visitors from
throwing cans and trash in the sea, restricting littering near the beaches, utilisation of the paper
cans and bags has contributed in the improving the quality of air and water near the coastal areas.
In order to enhance the tourism near Deal town, it essential for the individuals of the town to
keep the destinations clean and hygienic so as to promote the visitors towards the same. The
environmental hygienic and cleanliness is one of the major emerging issues prevailing in the
world right now and the ways that they are impacting the sea li9fe is also one of the major
concerns for the community right now (Meyfroodt and Desmidt, 2020). Deal tourism is also
considering the same and is working excessively towards maintaining the coastal area very clean

and organised so as to promote and increase the standard of environmental measures that can be
taken into consideration in order to to purify the air and water which can also help in the
sustainable living of the marine and coastal animals and plans.
CONCLUSION
From the above analysed information, it can be stated that strategic planning provides an
added advantage to the coastal tourism. The Deal tourism can also optimize on the collaborative
planning in order to accumulate more attention towards the tourism activities of the same and to
encourage the decision making and improved opportunities as well. The strategic plan
formulated by the Deal tourism is very advanced and innovative that can lead to major
advancements in the current standard of the tourism in the concerned town. The tourism
individuals are focusing on building the sustainable plans and strategies that are in accordance
with the environment conditions. It is also aiming at acquiring economic benefits by facilitating
the tourism in affordable rates to the prospective visitors of the town. The destination is also
using environment friendly techniques in order to enhance the safety measures and cleanliness
post the pandemic situation. The Deal tourism is likely to grow and touch new heights in the
coming years and will emerge as one of the most leading tourism spots in the United Kingdom.
The destination is taking the right steps towards achieving its defined objectives and will
accomplish the same effectively and efficiently within the determined time frames.

REFERENCES
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