Strategic Planning for Tourism and Leisure in Clacton-on-Sea

This report focuses on strategic planning for tourism and leisure, using Clacton-on-Sea as a case study. It begins by outlining the benefits of producing a tourism strategic plan, emphasizing economic advantages, employment generation, and the conservation of resources. The report then assesses the current tourism situation in Clacton-on-Sea, acknowledging its challenges as a declining seaside town facing economic issues and the impact of cheaper foreign travel. Part 2 of the report proposes a brief tourism strategy with a clear vision to regenerate the tourism sector, increase visitor spending, and improve the town's image. It also discusses the implementation of the strategy, identifying key stakeholders and highlighting the benefits for residents and visitors. The report concludes by summarizing the importance of strategic planning in overcoming challenges and maximizing the potential of the tourism sector. The report highlights the need for Clacton-on-Sea to develop and implement a robust tourism strategy to enhance its appeal, increase revenue, and improve the quality of life for both residents and visitors.

STRATEGIC PLANNING FOR
TOURISM AND LEISURE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
A.) Benefits of producing tourism strategic plan.........................................................................1
b.) Current tourism situation as well as tourism and visitors strategies of Clacton-on-Sea........3
PART 2............................................................................................................................................4
C) Brief Tourism Strategy with clear vision and objectives........................................................4
D.) How vision and objectives will be implemented and identification of key stakeholders.....6
E.) Benefits of strategy for residents and nearby visitors............................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Within the field of tourism and leisure, needs and demands of people are increasing day
by day. Most of the geographic areas around the world are in competition with each other in
order to access both investment and visitors bringing economic. In regards to this, effective
strategic physical planning is highly important for geographic areas (Moutinho, 2011). With the
help of appropriate planning these countries can form a coherent ways to attract visitors that
impact their growth rate in a positive way.
Further, the present study is based on the case scenario of Clacton-on-Sea which is
largest town in the Tendring peninsula Essex. As per the news of BBC (2013) there was a
declining rate of seaside towns in the part of UK are stuck in the cycle of poverty. For the same,
Clacton-on-Sea is the part of this cycle which has grieved from the arrival of cheaper foreign
traveller. Due to the several problems faced by them they are having the capacity to reinvent
themselves as per the needs of people in 21st century. By this, all the resorts situated in Clacton-
on-Sea can easily provide high quality visitor experience. For the same, this study gives brief
description about benefits of producing tourism strategic plans for coastal areas as well as current
tourism situation of the Clacton-on-Sea. In addition to this, appropriate description takes place
about a brief tourism strategy that is going to benefit the residents of this district as well as tackle
the issues of “severe social breakdown”.
PART 1
A.) Benefits of producing tourism strategic plan
Clacton-on-Sea is a coastal area which is a part of cycle of poverty and also suffering
from “severe social breakdown”. From the past years, coastal zones have considered to be the
most exclusive places for the tourism development. Tourism is given priority to those coastal
zones that could be successfully used by other economic sectors. This may lead to develop
conflicts with other competing sectors (Dess and Gregory, 2005). In the district of Clacton-on-
Sea tourism pressure is so significant and activity can become unsustainable. In order to
overcome with the current and existing issues it is quite essential for them to produce appropriate
strategic plan as well as visitors plan. It is highly beneficial for them in terms of providing high
quality leisure services to the tourists. With the help of this, they can enhance their tourism
market and minimise the tourism induced problems. Through this, they can secure both the
sustainability of the tourism industry and coastal resources as well used by different sectors.
1

Coastal areas can maintain their declining sales with appropriate planning tourism
development (González, 2011). At this time, it is highly important for them to focus on the
proper planning of tourism growth. With the help of adequate planning they are able to gain
better knowledge with regards to physical environment of coastal areas as well as identification
of existing issues. It offers them good solution for a more socially and environmentally sounds
development process. Whole tourism planning applies the basic concepts and approaches as
general planning and it should be recognised as a continuous, flexible, adaptive and transparent
process. In addition to this, it can be determine that planning is a broad definition which itself
formalised as an activity by which society induces changes in itself. One of the major benefits of
strategic tourism plan is to gain the economic benefits within the country (Aldehayyat, Khattab
and Anchor, 2011). It can be easily attained by the contribution of government revenues as well
as foreign exchange earnings, employment generation as well as direct contribution to local
economies. Tourism is the area which generates jobs directly through the hotels, restaurants and
indirectly through the supply of goods and services needed by the tourism related businesses.
It is proven to be so successful in terms of generating wealth by community development
and conservation of natural resources as well (Turki, 2011). With the help of proper strategic
development of plan government of coastal areas can significantly reach out to the places where
they require changes and improvements as well. In addition to this, it can be determine that
tourism planning is beneficial for several reasons such as:
 Modern tourism is relatively very new type of activity and there are various governments
and private sectors which have little or no experience. They are not able to develop it
properly. For the same, tourism as well as development plan can provide guidelines for
developing this particular sector.
 With the help of planning it can be ensures that all the elements regarding tourism and
leisure are developed in an integrated way.
 Appropriate strategic plan can bring various direct or indirect economic benefits to
coastal areas and they can easily overcome with the existing issues (Spenceley, 2012).
 Tourism planning enables education and training and also provides a rational basis for
development staging and project programming
 It provides a baseline to the coastal areas for the continuous monitoring of the progress of
tourism development.
2

 With the help of tourism as well as visitors strategic plan coastal areas can enhance their
tourism at sea sides and maintain its growth and conserved it for future.
 It establishes the guidelines and standards for preparing detailed plans of specific tourism
development areas.
From the above discussion, it can be stated that tourism strategic plan as well as visitors plan
helps in identifying the changing needs of visitors. It is the most effective way through which
coastal areas can easily enhance their sales and maintain their visitor’s base (Bateson and
Hoffman, 2010). Through this, they can make them happy and feels satisfied with their tourism
services.
b.) Current tourism situation as well as tourism and visitors strategies of Clacton-on-Sea
Clacton-on-Sea town is on the East Coast of Essex and one of the popular sea-side towns
with long sandy beaches and seafront gardens as well. Presently, the town has something to offer
everyone. In the current situation they are still facing huge problems regarding improvement in
their visitor base as well as increasing revenue for their local business enterprise. However,
government of town is taking several initiatives to overcome with the issue of poverty. Due to
this issue Clacton-on-Sea is unable to enhance their business operations within the tourism sector
(Soteriou and Coccossis, 2010). This is not amongst the famous coastal places as only few
people know about the place. This is considered as a major problem which affects the overall
tourism development of country. However, government is taking several initiatives in order to
promote this town and enhance their consumer base as well. In this regard, it is essential to
develop reliable strategic tourism strategies so that overall tourism experience of visitors can be
enhance.
As per the current tourism situation of country it has been founded that they are still
facing a major issue of poverty due to which employment opportunity are very less. From the
past years there are few improvements which have been seen in the town such as: they have
started a tourist information centre from where visitors can easily meet out their needs and
requirements (Cuccia and Rizzo, 2011). They can find out any type of information regarding
various tourists’ attraction, history, countryside etc. It helps them in enhancing their knowledge
base about the peculiar information as well as enhancing knowledge and understanding of the
local people as well.
3

With the help of this information centre local authority is promoting this destination as
the best attractions of visitors. Visitors can easily enhance their awareness and information about
the tendring, natural resources as well (Sigala and et.al, 2012). It highly boosts the interest level
of workers and motivates them to enjoy the facilities of these tourism industries. As per the
current scenario of tourism, there are several art galleries as well as gaming zones which are
becoming best attractions for the visitors. However, majority of people and family wants to
spend their holidays on leisure and luxury. Due to this, there are several art lovers who like this
place just to enhance their experience with best arts worldwide. Some visitors are still highly
dissatisfied with the tourism and travel services of town due to the poverty, dirty environment. In
order to overcome with this problem government need to take several initiatives and promote
sustainable tourism so that they can enhance awareness among local people as well (Katie,
2013). Moreover, increasing use of E-tourism is proven to be very successful for the town area as
it helps them in enhancing their market share as well as generating higher demand and revenues
for attaining long term sustainability. Therefore, it can be assisted that there is a huge
improvements which are still required by the government of Clacton-on-Sea just to enhance their
visitor’s satisfaction level as well as maintain their sales growth.
PART 2
C) Brief Tourism Strategy with clear vision and objectives
After considering the present tourism situation of Clacton-on-Sea in Essex it has been
determined that it is in the face of declining seaside district. One of the major issues faced by
them is regarded as poverty which adversely affected this town area. However, there are certain
challenges faced by them due to which economic condition is on the rapid downfall (Evans and
et.al, 2012). In this regard, it is essential for the provider of travel and tourism services to
develop appropriate strategies in order to enhance the positive conditions and attract large
number of visitors towards major attractions of town. For this, they need to develop appropriate
strategic as well as visitor plan so that customer base can be increased.
In this particular context, vision of tourism authority of Essex is to generate higher
revenues by maintaining their sales in an effective way (Developing a strategic plan, 2013).
They require regenerating the tourism sector by overcoming with all the existing problems and
enhancing the quality of life for the residents. In addition to this, with the help of proper strategic
4

plan they can enhance the base of employment within their town and provide various
opportunities and wealth.
The main focus of the tourism authority is to regenerate their strategies by developing a
suitable platform for improving tourism condition (Kenny, 2012). After setting this vision it is
important to review the existing strategies as well as available restrictions so that opportunities
can be easily identified. Further, as per the offerings of Clacton-on-Sea town four core objectives
have been recognized which plays a crucial role such as:
 Providing quality services to all the visitors with warm and greet welcome
 To increase the spending of visitors by offering them quality service with several deals
 Attracting high number of visitors
 Making better perception of visitors towards the offering available at Clacton-on-Sea
town as a tourism destination.
In order to achieve the above set objectives it is essential for tourism authority to set different
priority areas. For the same, they need to concentrate on their strategic planning process as well
as promotional strategies (Germano and Stephenson, 2012). With the help of better marketing
and promotion strategies they can reach out to the worldwide consumers. However, by achieving
the above objectives authority can set a strong base and easily satisfy needs and wants of every
stakeholder associated with the Clacton-on-Sea town. Another most important priority for their
tourism development is to promote the visitor economy as well as experience by developing a
responsible tourism. In order to make better perception of visitor about Clacton-on-Sea town it is
essential to develop products as per the expectations of customers. Moreover, taking full
participation in community engagement programs tourism authority can generalize its business
functions and reach out to the large number of population.
These are some of the major priorities that travel authority of Essex requires to carry out.
With the help of these tourism strategies they can easily overcome with the existing issues as
well as challenges faced by them. The above given strategies helps in enhancing their visitor’s
base by mitigating the risks and issues of poverty (Schläfke, Silvi and Möller, 2013). Through
this, Clacton-on-Sea town can position itself as a major tourism attraction. However, it also
reduced the seasonality of visitors and encourages them to be a regular visitor or customer of
Clacton-on-Sea town. Hence, it can be stated that the brief tourism strategy 2016 for the senior
tourism authority is to boost their economic, social condition of the town.
5

D.) How vision and objectives will be implemented and identification of key stakeholders
The vision and core objectives have been framed by the tourism development authority of
Clacton-on-Sea town. In order to achieve these objectives it is essential to implement these
objectives in a more effective way. At the time of implementation it is essential to formulate
better strategic plan as well as visitors plan.
There are different stakeholders who are highly responsible for the same such as:
Government, tourists, host communities, travel authorities, agents etc. It is quite essential for the
government of Clacton-on-Sea town to take several initiatives with regards to the safety and
protection of visitors as well as better promotion of their town’s tourism (Mason and Sanders,
2009). However, due to the small town or district they are not able to reach out to the target
audience. In order to implement the set the objectives tourism development authority will need to
start with their basic website which allow people to book and pay for their rooms online. Here,
they can also provide them various offers and discounts so that they can enhance their visitor
base. Each group of stakeholder plays a major role in the strategic planning as well as
management process. For the implementation of marketing, PR and E-tourism host communities
and agents play a major role. They can easily communicate a consistent high quality marketing
message to their customers about trending. With the help of promoting their events and festivals
of the town they can attract worldwide tourists. They can also make a sense of dignity among all
their local residents and make them aware about the benefits of increasing tourism within the
country (Moutinho, 2011). All the local people need to take proper participation within the
different activities regarding their tourism development.
For the implementation of set objectives government need to take initial steps of promotion
and reposition themselves as a best tourism. Further, the host community will implement these
objectives by thematic product development. For this, they can set different themes as per the
visitor’s attractions and promote these products as per the choice of consumers such as family
fun, food and drinks, beach shakes, history and heritage as well as countryside and nature
(Rhodes, 2011). However, host communities require appropriate engagement with society for the
same so that they can reduce the number of barriers faced by them regarding social breakdown.
In order to make better perception of visitors towards the offering of Clacton-on-Sea town as a
tourism destination it is essential for host community to incorporate several strategies such as E-
tourism, art galleries, games as well as tourism information centre. By incorporating these
6

facilities they are able to enhance their tourism base. Therefore, it can be determine that there are
different roles and responsibilities of the key stakeholders in charge of delivering the set
objectives of tourism authority of Clacton-on-Sea.
E.) Benefits of strategy for residents and nearby visitors
With the help of above set objectives and strategies government and tourism host
authorities are able to create awareness among local people of Clacton-on-Sea about the benefits
of increasing tourism within their town. By formulating appropriate strategic and tourism
development plan government as well as tourism authority can easily adopt several strategies
through which they can overcome with the issues regarding social breakdown and poverty.
Social breakdown do not cause by a specific disaster, but it arises out of the actions of individual
people. With the help of this, government can easily map the low income areas which are an
arbitrary measurement of poverty (Sigala and et.al, 2012). By setting appropriate strategies and
providing various responsibilities to all their stakeholders they are able to set the pathways by
understanding the poverty as well. There are mainly 5 pathways which have been founded by the
above strategies i.e. family breakdown, education failure, economic dependencies and
worklessness, addiction to drugs and alcohol as well as severe personal debt. These are the five
major areas of poverty faced by Clacton-on-Sea. With the help of appropriate strategies company
residents of the town can be benefited in several ways such as:
With the help of appropriate promotion techniques they are able to develop a positive
identity in their mind-set about the increasing number of tourists as well as visitors (Moutinho,
2011). They can easily overcome with the existing issues and provide various employment
opportunities to local people. However, it might leads to resolve the problem of low community
groups and motivating people to get such opportunities. Further, they can also tackle the issue
regarding “severe social breakdown” by inspiring education, appropriate plan of development
and training, strong and stable families, effective drug and alcohol prevention, enforcement and
treatment as well as several efforts to stop uncontrollable heights of personal debt.
CONCLUSION
From the above study it has been concluded that Clacton-on-Sea can easily overcome
with the existing issues of poverty and severe social breakdown by the way of appropriate
development of strategic and visitor plan. There are several benefits associated with the tourism
7

strategic plan and visitor planning such as increasing revenues and sales of country, creating
awareness among local people etc. Further, government as well as various other stakeholders of
town are taking several initiatives just to achieve their objectives and attracting high number of
visitors and overcoming with the existing issues.
8

REFERENCES
Aldehayyat, J. S., Khattab, A. A., and Anchor, J. R., 2011. The use of strategic planning tools
and techniques by hotels in Jordan. Management Research Review. 34(4). pp.477 - 490
Bateson, J. E., and Hoffman, K. D., 2010. Services Marketing: Concepts, Strategies, & Cases.
Cengage Learning.
Cuccia, T. and Rizzo, I., 2011. Tourism seasonality in cultural destinations: Empirical evidence
from Sicily. Tourism Management. 32(3). pp.589-595.
Dess., and Gregory G., 2005. Strategic Management. 2nd ed. New York: McGraw-Hill
Evans, N. and et.al., 2012. Strategic management for travel and tourism. Taylor & Francis.
Germano, M. A., and Stephenson, S. M. S., 2012. Strategic value planning for libraries. Bottom
Line: Managing Library Finances. 25(2). pp.71 – 88
Katie, J., 2013. Strategic Management: British Airways. GRIN Verlag.
Kenny, G., 2012. Strategic Planning and Performance Management. Routledge.
Mason, A., and Sanders, G., 2009. Strategic Management: A Dynamic Perspective. 2nd ed. New
Jersey: Prentice Hall.
Moutinho, L., 2011. Strategic management in tourism. CABI.
Schläfke, M., Silvi, R., and Möller, K., 2013. A framework for business analytics in performance
management. International Journal of Productivity and Performance Management. 62(1).
pp.110 – 122.
Sigala, M. and et.al., 2012. Social media in travel, tourism and hospitality: Theory, practice and
cases. Ashgate Publishing, Ltd..
Singh, A., and Munjal, S., 2012. Issues and concerns in technology decisions: the hotel operator's
perspective. Worldwide Hospitality and Tourism Themes. 4(2). pp.174 – 184.
Soteriou, E.C. and Coccossis, H., 2010. Integrating sustainability into the strategic planning of
national tourism organizations. Journal of travel Research. 49(2). pp.191-205.
Spenceley, A., 2012. Responsible tourism: Critical issues for conservation and development.
Routledge.
Turki, U. A., 2011. A framework for strategic planning in maintenance. Journal of Quality in
Maintenance Engineering. 17(2). pp.150 – 162
Online
9

Developing a strategic plan. 2013. [Online]. Available through:
<http://www.planware.org/strategicplan.htm>. [Accessed on 28th January, 2016].
Rhodes, M., 2011. Strategy First… Then Structure. [Online]. Available through:
<http://managementhelp.org/blogs/strategic-planning/2011/01/23/194/>. [Accessed on
28th January, 2016].
10