TLH302: Developing a Tourism Strategic Plan for Broadstairs Report

This report examines the coastal tourism strategy for Broadstairs, UK, focusing on the benefits of strategic planning, collaborative approaches, and the town's vision and objectives. It explores the economic benefits, such as increased revenue and foreign exchange, and the importance of collaborative planning in addressing issues and challenges. The report identifies current issues like diminishing tourism promotion and competition from online services, while also highlighting opportunities for partnerships and marketing strategies. It outlines the vision and objectives for Broadstairs, including building a fair economy and developing the tourism industry, and identifies key stakeholders like the Broadstairs town team, state government, and local municipality. The report concludes by summarizing the benefits for both residents and visitors, emphasizing the social and economic impacts of tourism. The report also provides a list of references.

TLH302 ASSESSMENT

INTRODUCTION
• Tourism industry play vital role in growth and
development of business. This industry is changing
drastically from time to time. Also it has been able
to benefits other firm too. This report is basically
based upon coastal tourism destination, Broad stairs
situated in UK. While tourists enjoy this place and
can do many activities such as Viking bay, joss bay
and many more outdoor activities. Also, this town is
considered to be best place to live with peace and
safe environment.

PART 1
Benefits of producing tourism strategic plan for
coastal area with examples of destination that has
benefited from it
• Economic benefit-
Developing tourism strategy and plan assists both business
as well as government to grow at rapid level. So, by
producing tourism strategic plan it helps government in
generating revenue as direct & indirect contribution. It
contributes to government as direct way by including
income tax, eco-charge on tourist, tourism business etc. As
indirect benefits comprises of employment in coastal
communities. It has been also stated that most jobs and
employment rely on hotels, restaurants, agencies etc
(Soulard, 2018).

• Foreign exchange income
Another benefit is that coastal areas are able to acquire
foreign exchange earnings via coastal tourism. This is
because import as well as export of products & goods
around the region which also enhances in generating
income in host country(Ibrahim, 2016).

Importance of collaborative planning in tourism
• Collaborative planning
It is an approach used and adopted by
government for growth and development of tourism
industry as well as destination. This includes
procedures, frameworks so that they help in
understanding complex scenarios in the process. It is
most effective method in tourism because it enables
large numbers of stakeholders is involved, new
strategies and allows business to survive for longer
period of time.

Pros
Effective solution- When planning is done problems and issues
are bound to occur. So, for effective solution shareholders mutual
consideration can be marked as effective solution. This can be
done by using local resources & knowledge in relevance with
culture as well as region which can be used in collaborative
planning for developing coastal area. Also cost related to such
planning is not expensive because large number of shareholders is
involved in the process (Jarratt, 2019).
Sustainable development- Another advantage of collaborative
planning for tourism strategy is that it helps it assist in maintaining
and saving of cost as well as expense related to development of
tourist by optimum use of resources, examining properly customer
requirements etc. Thus, it provides sustainable development for
business in the sector.

Cons
Burden- When planning and development is being carried
out in this approach it often happens that people related
with tourism development maintain and monitor
everything together and it becomes burden in planning
procedure as well as development. This makes it difficult
for CP to effectively to be applied in process (Rahmoun,
2019).
Identify legitimacy- Further, it is essential to examine
which shareholder has potential or more legitimacy in
planning and development process. This is because, when
analysing requirement chances of errors, conflicts can
occur and disrupts the environment. So, legitimacy
maintains the uniformity of whole process appropriately.

PART 2
Tourism strategy with clear vision & objectives which will address
current issues and challenges that Broad stairs is facing
• Mission- Main mission of tourism destination is to
promote host country, attract tourist at wider scale to stable
the economy of government. A mission is statement which
depicts what currently one is doing (Mwesigwa, 2017).
• Vision- To develop tourism industry in UK by considering
innovative ideas, values and ethics. A vision depicts the
goal what one want to achieve in future.
• Objective- Main objective of this destination is to build
fair & developed economy for future growth of town
(Petrova, 2016).

• Current issues & opportunities- Main and current issue is that
promotion of tourism is diminishing due to unpaid attention or
actions by government and which lowers the economy
development of town as well. Another issues is that residents
people go for abroad for vacation which negatively impact the
destination main reason is because of sue of old technology, fewer
advertising, etc. Thus which indicates that it is not possible for
town to achieve sustainability as well as competitive advantage.
Also, beach water pollution is affected health of people because of
carelessness of people. Measures which are used to solve this
problem are not effective one. Also, due to rise in competition high
street shops in town are unable town cope with them such as online
food delivery, social advertising etc. Leaving of residents to other
destination also deep impact on access of population from other
countries.

• Opportunity- Broad stairs has opportunity of
partnership and merger alliance of government with
travel agencies to promote tourism sector at larger
level. Further, implementation of marketing strategy
such promotion and advertising via hotels, FMCG
sector etc. can attract more tourist in easier way.
Another one is that improvement and enhancement
of amenities such as scuba diving, fishing etc. are
also able to attract vendors to destination and supply
resources with affordable rate (Ullah, 2018).

How vision & objectives could be implemented and
identify key stakeholders in change of delivering
those objectives
• The identified vision & objectives are
important to achieve so that destination is able
to develop in appropriate manner. Such as
objective is to developed fair economy for
growth by providing more amenities as well as
services to tourists at affordable rates. Further,
vision is to develop tourism industry in UK by
giving special privileges to guest in host
country.

• The destinations and tourism communities can
accomplish them by collaborating or say merging up
with multinational organisation which will help in
developing activities, services, amenities etc. Thus,
such firm need to be merged who have detailed
knowledge of town and localities so that decision
making is done effective manner (Morrison, 2018).
• Another way of implementing vision and objective
is that they can have do promotion as well as
advertising at broader rate of scale to promote
amenities such as bars, cafes, malls, street shops etc.
Such measures assist in accomplishing the described
elements.