TLH302: Strategic Planning for Tourism and Leisure in Deal, UK

This report examines strategic planning for tourism and leisure, focusing on the town of Deal in Kent, England. It begins with an introduction to strategic planning, its benefits, and its application to the tourism sector. The report highlights the importance of collaborative planning, involving various stakeholders such as government, businesses, and the local community. It explores the impact of the COVID-19 pandemic on tourism and how collaborative strategies can aid recovery. The report then compiles a brief tourism strategy for Deal, outlining a vision and objectives for the next two years, addressing current issues and challenges. The report also considers the UK government's tourism strategy and how it can guide Deal's recovery. The report concludes with an evaluation of the proposed strategies and their potential benefits to stakeholders, offering a comprehensive analysis of strategic planning in the context of tourism and leisure.

Strategic Planning for
Tourism and Leisure

Table of Contents
Introduction......................................................................................................................................1
PART 1............................................................................................................................................1
A) ...............................................................................................................................................1
B) Importance of collaborative planning in tourism and justify why this approach would be
useful for Deal.............................................................................................................................3
PART 2............................................................................................................................................5
C) Compile a brief tourism strategy with a clear vision and objectives, for the next two years
which will address the current issues and challenges that Deal is facing. .................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Introduction
Strategic Plan are some specific plans and strategies that are created in order to
implement them on specific objectives that need to be fulfilled and evaluate them to see their
impact on them (Camilleri, 2018). The strategic plans are usually made to deal with any long-
terms goals. The planning consist strategies to unite the effort at one place to achieve objectives.
This helps in providing right direction, allocating resources in optimum way. For the report
purpose in given scenario of Deal a small town in Kent, England, need to analyse the the
importance of strategic planning to accelerate the growth of tourism in the town. Current project
is going to describe about Use of Strategic Planning in Tourism and its benefits and its major
stakeholders (Ratten, 2020). The report also focus on Importance of Collaborative Panning in
tourism and its usefulness in terms of Deal's current situation of Pandemic. A complete brief on
Strategies of the government on country level which is UK and how these strategies guide the
Deal to accelerate its Tourism in the town and the new Vision and Objective to achieve them,
how they can be implemented and who the different stakeholders. And finally, evaluation of the
strategies and its benefit to the stakeholders.
PART 1
A)
Using proper and appropriate Strategic Planning which keep close eyes on environmental
challenges, polices, people etc. who are part of the society and get benefited from these plans
(Yeh, 2020). As these plans are aimed to improve quality, planing etc. and try to save them from
any sudden changes. Some of the major benefits of Strategic Planning are:
 Helps in Increase the Sense of Direction: The plans are made in a way that leaders
have to predict the future path. Since strategic planning is made keeping in mind the long
term objectives. The plan set proper direction, mission and vision, and try to drive its
resources to fulfil them.
 Helps in Implementing Overall Plans: This the ultimate benefit that results from
applying necessary strategic plans. Any success of plan heavily rely on it and not only
plans but how they are strategically drawn is the essence of it. Therefore it helps in
improving the overall performance too.
1

 Helps in Boosting Sustainability: Since people are surrounded with different
environment and these are dynamic. Therefore it become important to analyse them in
order to sustain in such environment. Strategically drawn plans helps a country to identify
them before they bring any uncertainty and prepare them to adapt the changes. However
the changes take time to reflect positivity but at the end they only bring opportunities
only when we are capable enough to identify them.
Before dive in the scenario of Deal, it is necessary to understand the meaning of Tourism
and how it have meaning to different stakeholders mainly the Local government of the town and
the Businesses who are involve with this sector. Stainton (2020) defines Tourism as an activity
which undertaken by tourists, also known as the visitor economy. The tourism industry include
all activities that takes place within the visitor economy. In tourism, there is high level of growth
and development are there. Since this have to closely deal with natural environment of any
country, area or region. There is a need to have updated informations, effective strategic planing
to meet the futuristic changes if occur. Following are the major stakeholders and their roles in
tourism:
Tourism of a region in terms of Government
The government of the particular state are in responsibility to support tourism development of its
local areas. It is the government who are in authority to promote infrastructural development in
that area (igala, 2020). The government play a key role in the developing tourist attractions and
experiences, support different cultural festivals of the state, organising events and
implementation of tourist promotion plans. Another key role of government is to reform the local
governing body by strengthening their role which they play in economic development in this
sector. The plans may include, effective policies and growth objectives etc. considered as core
elements for a county and for development of city plans.
Tourism of a region in terms of Businesses
Tourism industry contributed around $10 trillion dollars to the global economy in 2017 (santon,
2020). Tourism offers range of benefits to a local community as well in all over the country.
Tourism business helps in gaining economic benefits and attract a large number of visitors,
because the money tourists spend not only on their actual stay, but also in the local businesses of
that region too. The industry also support a large number of jobs for people working in the
transport and hospitality sectors. Through tourism it helps to improve inter – nation and states
2

relations or businesses and offer opportunities for entertainment and recreation. This also
improve the value of a currency of any country. Promote cultural exchange, values while tourists
visit those area which often lead to improved well-being and education among people.
Since the global pandemic with uncertainty have impacted on several possible ways in
tourism of any country, region or towns that depend on them. The tourism industry have
experienced several negative events in the past 2020 (George, Walker and Monster, 2019). But
in most cases it could not have significant long-term negative impact on tourism. For example, in
Maldives, Male in South Asia, geographically located in the Arabian Sea of the Indian Ocean.
The region is famous for its sandy beaches, seaside resorts and so on. In Male, The government's
strategic plans have lower the impact of Covid- 19. The plans are made to keep in the mind in
future that hold a lot of uncertainties (Ranasinghe and et.al., 2020). The region is benefited from
governmentally owned strategic plans to reserve it from any natural adverse phenomena.
B) Importance of collaborative planning in tourism and justify why this approach would be
useful for Deal
According to Gunton and Day (2003) it is a “civic-based approach of planning which
assign responsibility for preparing plans directly to affected stakeholders.” This also termed as
shared decision-making or communicative planning this approach focuses on the use of
collaborative, consensus-based practices. This design everything from governance system to
environmental regulation and physical infrastructure, community sustainability also.
In common language the collaborative means involving two or more interested party for
a particular objective that need to be achieve (Linnenluecke and et. al., 2017). Same way the
collaborative planning means to work on plans that are proposed by different stakeholders of the
given objective. In tourism collaborative planning refers to engaging of different stakeholders
such as; Government, Visitors, Local community, Businesses etc. who share their vision and
decision that eliminate any contrast views..
Importance of Collaborative Planning in Tourism are as follows:
 This encourage more public participation, engagement and deliberation to introduce plans
and objectives that able to reflect values of the community.
 The plans helps in good understanding of community based outcomes. Bring awareness,
improve different views on issues pertaining to society and environment.
3

 Collaborative plans leads to decisions that are more legitimate, acceptable in the eyes of
various stakeholder.
 Tourism of a particular area involve its local community participation at large therefore it
is more important to deliver high quality decisions, strong arguments to implement plans
and reduce conflicts.
 It also play an important role in generating social capital by improving relationships of
stakeholders, create new network and by enhancing communication.
The collaborative planning approach can be useful to Deal, as the town is as this can
bring more participation of local authority to ease down the impact of Covid- 19 challenges.
Since the town is famous for its seaside views that enjoyed by the tourists around the world.
With the hep of local businesses and citizens of the Deal can help government to plan
collaboratively to improve the situation of global pandemic. This can make necessary changes or
addition of strategic plans to accelerate the recovery of the town as it was before. The plans must
involve all its stakeholders who can get mutually benefited from them.
However this will not a handy solution to use collaborative planning approach. Sometime
the approach also suffered from some cons (Morakabati, Page, and Fletcher, 2017). Such as it
may not able to address all community concerns as this involve all concern parties. Thus can lead
to legal issues which involves days to get resolved from court. So, it is important to check on
interests of the all stakeholder which have common goal to improve any harsh situation related to
the tourism of the area (Inaz, 2020).
Some of the benefits of Collaborative Planning approach that can be counted for tourism
sector in recovery during Pandemic situation:
 Since it involve different stakeholders therefore it become easy for the government
authority of Deal to implement any strategy at any level of the town.
 All concerned parties deliberately participate in plans and procedures that makes easy to
bring changes.
 Since Pandemic have change the lifestyle of people as from now people are more health
concerned, more informative, more environment conscious. Therefore the tourism
department of the country must check all the parameters and must involve necessary
restriction to any breakout.
4

 Keeping in mind the healthy habits that have resulted from Covid situation, many
businesses can create opportunities and utilize them to grab benefits from them. People of
Deal can unite their efforts to grab such opportunities to make their own and make profit
out of them.
PART 2
C) Compile a brief tourism strategy with a clear vision and objectives, for the next two years
which will address the current issues and challenges that Deal is facing.
Since the global pandemic has been a shock to the government, society, country, people
and for whole economy around the world (Page and et. al., 2017). The situation have bring
uncertainties and threats to human at large. Different governance bodies around the globe is
under the pressure to make decisions to manage these sensitive situation and various possibilities
to lower the risks involve with it. In tourism sector sector also this have made an significant
impact on overall tourism in worldwide. The economy of the district which is Dover hit hard. As
the most of the employment of local people are fulfilled from tourism business.
To address the current issues that Deal, Kent is facing due to corona virus, various
strategies can be formed. Government of UK in 2019, a new strategy that aimed to boost
productivity, develop the skills in workforce and support destinations to enhance Britain’s visitor
offer by 2025 in Tourism Sector Deal. The reason behind the the strategy to provide dedicated
handwork, commitment and determination in tourism industry at one place. The strategy include
the following key components:
 Ideas, the government aimed to create UK's tourism data hub, for better understanding
of tourists preferences.
 People, ensuring job opportunities and earning source for the people of UK.
 Infrastructure, upgraded infrastructure in the country such as developing additional
bedrooms in hotels, connectivity, accessible destinations.
 Business environment, make UK as business event destination.
 Places, increase tourism zones.
Keeping in mind the UK government's strategy for Future Tourism plan, Deal can also
emphasize on these key components. The above strategy can also prove helpful in recovering
5

Deal from the current situation of Pandemic with following new visions and objectives that can
restrengthen the tourism at Deal, in upcoming two years. They are as follows:
 A Vision to Learn from Experiences: At globally, all people equally facing this
situation but its up to us how one can mould the threats to a learning path. We live in
digital era where it doesn't know any boundaries. Therefore utilizing the power of
technology can be a re- shaping opportunity for Deal to revive in its tourism sector.
Objective that Deal can leverage the power of technology to bring back the life of
tourism within a year. Such as; using virtual technologies and social media application to
encourage safer experience while travel.
 A Vision to Start With Recovery Plan: Deal must create a recovery plan at first to get
back in tourism. Ensuring different safety measure in travelling, hotels, proper sanitation
method, easy accessing points, implanting all necessary laws that government have
imposed after considering the serious impacts of Covid. Including all the stakeholders of
the of the recovery plan can help in success of the plan.
Objective that can bring back the economy of Deal with mentioned recovery plan. With
a plan of more than 6 month are enough to track down the tourism businesses in Deal
with all safety measures. Initially the response may slow but with time and ease in
restrict Ions during pandemic can be back at the business.
 A vision to Encourage Tourists Participation: Considering the current situation
Tourism business in Deal can increase the participation of their tourists. Assuming Deal's
unique position which is beach and seaside travelling and post ads that people imagined.
This will increase the futuristic plans for tourist in Deal. Allow them to be a part of the
Deals natural beauty. Also using social media platforms which highlights the unique
position of Deals Beaches.
Objective is to increase the popularity of destinations without falling into the trap of
marketing instead offering true participation of the visitors of Deals. The vision may take
time as this are designed that need to be achieved in long term perspective. To fulfil Deal
may need more than a year to be successful at it and see the desired results.
 A Vision Give More Importance to Safety and Health plans: After pandemic the craze
of travelling have grab its peak. But to capture these travellers Deal tourism must
6

encourage health and safer planed trips. Considering the all safety measures starting from
provide safer plane journey to safe tourist destinations at Deals.
Objective is to communicate health and safety measures, among tourists in particular to
ensure visitors feel safe while travelling. This need a immediate action plan to achieve
the stated vision. Since pandemic taught everyone that health needs are above all.
Therefore the local government must give a first priority in post Covid situation. People
are now than ever willing to go on different tour destinations. The vision needs
continuous effort to maintain the safety and health measures until the situation is totally
ease down.
 A Vision that Encourage to Group Travelling: A group tour promoting can help
tourism, as this is safe, help in connecting with locals, encouraging creativity, involving.
Deal can use following strategies, such as offering trade shows or fairs that promote local
cultures, each group with guide that navigate them, assist them whenever visitors may
need, adoption of standard operating procedures
Objective is that group tour is to make market that can make better prospect for future of
tourism business and within one or two years this can generate consistent business. The
vision can achieved if businesses are able to successfully promote it. With different
strategies the vision can be achievable within a year through intense promotional plans
for vacations and tourism.
D) Describe how your vision and objectives could be implemented and identify the key
stakeholders that will be in charge of delivering those objectives.
The above Vision and Objectives can be implemented successfully if appropriate
strategies are adopted by different stakeholder who are in responsible for the stated visions. To
understand the how key stakeholders will be in charge for delivering the objectives are as
follows:
 From a Vision to Learn from Experiences to make it successful the Stakeholders that can
be hold accountable are the Citizens and the Businesses involve in Tourism in Deal.
Since it is the people of Deal that can make this vision successful. The situation of Covid
have brought cloud on everyone's life. And effected badly on day to day activities of
individual and in their earning sources. People have to understand the indication of nature
to change the uncultured habits that bring only negativity. With the experience of past
7

one can optimally utilize available resources wisely. Identifying the technical
opportunities and utilize them in appropriate way can open the door of opportunities.
 From a Vision to Start With Recovery Plan the success of the vision heavily rely on
Government as they are the ultimate body of policy making at the time of any global
threat. And the stakeholder of the vision. From developing suitable plans to make sure
they are implemented at every level in the area is the responsible of the governing body at
Deal. Using restrictions, appropriate rule and regulations regarding travelling after post
Covid situation, permissions etc. are must be taken care by the Government of Deal. With
proper planning the government can recover its economy from the shock of global
pandemic situation.
 From a vision to Encourage Tourists Participation as this will enhance the popularity of
different destination among people around the world. The stakeholder who are hold in
charge for such vision are the Business groups. The companies who are deal with travel
and tourism in Deal must encourage tourist participation while they travel as this ensure
the future prospects for destination that leave an impact on the mind of the travellers.
Even the local businesses at Deals can help in achieving this vision too. Since everyone is
part of it as the Deal town is majorly famous for tourism.
 From a Vision Give More Importance to Safety and Health plans, again it is the
responsibility of people of Deals as well as the government. Government can provide
guideline and provisions but at the end it is the people and community who ensure proper
adherence to these guidelines. To have a safer and healthy trips it is mo0re important to
follow guideline that are made for visitors at Deals. Proper implementation of beach
laws, and sanitation keeping in mind the post Covid situation.
 From a Vision that Encourage to Group Travelling, the business who are engage with
tourism industry can encourage group travelling. As this will help in grow the cultural
values among the tourist. This will create a emotional attachment with place when people
visit. The businesses can offer much more safer environment than a solo traveller. Can
help local community to boost their small businesses to sell innovative or crafted
products on their own. These stakeholder are in charge to have close eye on this idea. The
vision have power to create more business in up coming years so stakeholders must be
careful with this vision and promote them.
8

E) Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.
The strategy can help in befitting the whole economy of the Deal. This include citizens of
Deal, businesses, visitors and local community in whole. With the key components of the
strategy it can ensure creativity among the people of the Deal. Technologies are now the
inseparable tools for any country to be a powerful economy. If economy of the Deal can
improved then town can easily focus on its different sectors which contributed majorly into the
overall economy. Since Deal is popular for its tourism sectors such as Beach, Pier, Famous
Resorts, Castles, Local museum, Theatre and its Old town and much more.
With increase facilities in tourism sector can benefit the residents of Deal also. As this
can reboot the local business, restaurants, bars and hotels. This ensure increasing job
opportunities, good source of earning in the town. Thus, this can result into growth in
infrastructures, new place that can open doors for new vacant profile for upcoming generations.
Since the government of UK more interested in making the country a leading destination
for business event, Deal's local government can also offer new hub of such events. As the town is
peaceful and also provide enjoyable environment. Therefore the strategy can befit the visitors as
well.
CONCLUSION
So from above report it is found that the city Deal is effected from Global Pandemic
situation but have sufficient positive chance to get back from the situation. Pandemic have
impacted in everyone's life and their source of earning and put government in questionable
position to provide strategies and achievable solutions that overcome them. The city Deal is
known for its attractive seaside scenes and much more can be explore. Since the Covid have hit
hard on the tourism sector of the city on which it is heavily rely. The UK government strategies
which have highlighted the various key components of the country which can also apply in city
too. However the country's strategic plans are made for more than two years in terms the Deal's.
But to accelerate the tourism after Covid it need an urgent focus for growth. With the help of
new visions and their objectives Deal can be back at it business. It is the equal responsibility of
citizens, government, businesses and other stakeholders of Deal city to contribute equally for the
recovery of the tourist destinations.
9