Broadstairs Tourism Plan: Strategic Planning and Development

This report presents a strategic plan for Broadstairs, a coastal town in England, focusing on tourism development. It begins by examining the benefits of a tourism strategic plan, such as increased foreign exchange income, coastal area improvement, nature protection, competitive advantage, and economic benefits, using Eilat as a successful example. The report then explores the importance of collaborative planning in the tourism sector, outlining its advantages and disadvantages, particularly for Broadstairs. It then proposes a tourism strategy to address the current issues and challenges faced by Broadstairs, setting a vision to make the town attractive to visitors. The report identifies objectives for economic strengthening and sustainable local businesses. Finally, it examines the implementation of the vision and objectives, and evaluates the strategies based on their social and economic benefits to residents and visitors, concluding with recommendations for Broadstairs' tourism future.

Strategic planning and
development management

TABLE OF CONTENTS
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
PART 1.......................................................................................................................................................3
A Examine the benefits of producing tourism strategic plan...................................................................3
B Importance of collaborative planning in tourism sector.......................................................................5
PART 2.......................................................................................................................................................7
C. Tourism strategy addressing current issues and challenges faced by Broadstairs...............................7
D. Implementation of vision and objectives and the key stakeholders delivering the objectives...........10
E. Evaluation of different strategies benefiting socially and economically to all residents and visitors.12
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................16

INTRODUCTION
Strategic planning is an activity that helps to set different priorities in order to achieve
certain goals (Haines, 2016). It is necessary for the management to have an understanding
whether the respective staff is working towards the business goals or not and accordingly adjust
the working activities. Present report is based on Broadstairs that is a coastal town on the Isle of
Thanet, east Kent, England. Report is also based on the designing of a strategic plan that can
help Broadstairs to have an effective tourism within the town. Report will include benefits of
producing the strategic plan of tourism with the help of appropriate example. Further report will
evaluate the importance of Collaborative planning in tourism and advantages and disadvantages
of this approach. Report will compile a tourism strategy that will help to address the respective
challenges that Broadstairs is facing. Further, report will identify the respective vision and
objectives and the ways they can be implemented in the town. Finally, report will evaluate the
strategy by understanding its benefits economically and also socially.
MAIN BODY
PART 1
A Examine the benefits of producing tourism strategic plan.
Tourism sector and industry is wide range industry which is collect higher revenue and its
growth is in the market place is also higher. This industry is sets of industries which are facilitate
by providing infrastructure product and services in order to make possible travelling for different
purpose and travelling one place to another place. Tourism planning is very beneficial process
which is consider with the needs of people planning a trip and use of different factor for
determining best and effective resources and activities for the trip (Belias and et.al., 2017).
Present day’s tourism sector is highly affected due to various reasons and their revenue
continuously decreases which is not good for the tourism industry.
Broadstairs is the beautiful place town in the East Kent Coast. The town has with various
beautiful place for visited and offers lower cost holiday packages for tourist. After having beauty
tourism rate is lower and struggling to compete. Mainly this area is affected by the loss of
cultural resources, social disruption, and loss of public access and higher level of climate
changes. Their local authority wanted to build best tourism plan for the increasing rate of the

tourist. This tourism strategic plan will help to get long term ambition to see with the vibrant and
creative economy based on stronger local businesses which have need of higher visitors and
investors in the town. Strategic tourism planning for describe strategic planning is known as
destination management. There are various benefits of producing tourism strategic plan which
are described are underneath:
 Foreign exchange income: This is one most effective and valuable benefit from coastal
tourism is associated with the foreign exchange earnings. As per the research tourist
contribute higher rate which is hep to increase overall economy of all the nation having
access to coastal beds (Marasco and et.al., 2018). This is the effective benefit for coastal
by producing tourism strategic plan.
 Improvement in coastal area: With the help of tourism strategic planning, coastal
tourism is promoting local area improvement like safety conditions, health and
infrastructure. This need to make complete and effective support to business by including
airports, railways, employee housing development etc. Those all the facilities are help to
improving quality of the tourist place and increase number of visitors at place.
 Nature protection: this is another important benefit which is generated by producing
tourism strategic planning for successful business. Place coastal directly contribute to the
conversation for the sensitive habitat. In this respect of that place introduced protection
group to protect and develop coastal adjunct parks (Morrison, 2018). This may help to
protect coral; communities which are effective for satisfying purpose of protecting and
supporting eco system. This is another effective benefit which is generated after
producing tourism strategic plan.
 Competitive advantage: strategic tourism plan is also help to give effective competitive
advantage for coastal place because more tour operators will be connected. This refers
with suppliers who are act in the sustainable way such as respecting local culture,
improving ad protecting local community. This is best benefit which is gathered by
making and building effective tourism strategic plan for success.
 Economic benefits: The sustainable tourism strategies add with the government revenue
which generate employment and that is create greater business opportunity. This is
directly connected with direct and indirect contribution. The direct contribution is
including income tax, tourism business and departure tax. This also help to opens various

job opportunities for other which are related with hotels, restaurants, travel agencies and
others marine activities.
Those are the effective ad best benefits with tourism strategic planning. One of the best
examples of success coastal tourism is Eilat which is located at the South Israel in desert. That is
adding popularity of destination that is known as holiday capital. In this having largest number of
hotels, resorts and others place. That is adds effective benefits for increasing effective business.
in respect of that government support program and financial aid for improve this location in
effective manner. This creates more effectiveness for the business and increase numbers of
visitors. On another side, significant development designed strategic plan which is improve
tourism appeal in positive manner. That is creating effective opportunity by organizing training
program for employee in tourism sector (Petrova and Hristov, 2016). As per this strategic
planning is given higher strategic planning and promotion of tourist destination. This is effective
benefit which is generated after producing tourism strategic planning as per that coastal will be
beneficial by following strategic planning for tourism sectors.
B Importance of collaborative planning in tourism sector.
Collaborative planning is tourism is an effort for proactively manage development and
growth associated with tourism destination. This is creating effective opportunity for enhance
profits margin as well as promote development tourism. This planning is more effective ad
valuable for the business and unique form of strategic alliance which is allows participation for
the larger number of stakeholders and for innovative strategies in order to attract customers and
sustain business for longer time. That is creating efficient supply chain management, offers a
greater return to their customers for their investment and builds effective partnership. In this
section, focus on broadstaris case which is impacted of collaborative tourism. Collaborative
planning is creating various advantages for the town to gain competitive advantage and make a
mark in local community industry. In this local members are aware of cultural issues and
engagement ideas. It can be effective and valuable for the business broadstaris requires an
opportunity to integrate local authorize within the tourism representatives companies (Séraphin
and et.al., 2018). In this section, discussing about advantages and disadvantage of collaborative
tourism planning which may help to coastal area to learn and knowing strategic plan for effective
business. There are various pros and cons of collaborative planning approach are as follows:

Pros of collaborative tourism planning:
There are various pros or advantages with collaborative tourism planning which are help
to coastal to get successive within the business. Those advantages are as follows:
 Sustained development: effective planning avoid the various unexpected expenditure
which are required for tourism development, having complete focus on defining
objectives, implemented market requirements and seeking for customary idea and
requirements. This is highly contribute for making varieties of ideas and suitability which
ca be achieved for successful business.
Effective and best solution: there are several stakeholders which can prove that a cost is
effective solution. This making clear and effective local resources as well as knowledge
utilization which is related with cultural context which is attract customers. In addition to that, it
is make efforts for designing implementation of different ideas with carries decision making
approach, informed decision or by using proofs based approaches (Belias and et.al., 2017).
 Additional cost: the additional cost is highly required at reasonable authority which is
compensate perfect volunteers for the local planning committee. In this required to
conduct case analysis and gathered correct information which can directly involve in
decision making process.
 Making extra burden: the main objective is to identifying single person those are
directly and indirectly impacted by the proposed tourism development. This bringing
various interested together which becomes an additional burden for the planning
department.
 Political issues: this is another most effective opportunity of collaborative planning
which will be best with some of the operations, cultural planning and with structural
limits in proper working areas with local members.
Cons of collaborative tourism planning:
There are different cons or disadvantages with collaborative tourism planning which
affect tourism sector in negative manner. Those disadvantages are as follows:
The foremost disadvantage with collaborative tourism planning is lack of expertise and training
of tourism planning (Marasco and et.al., 2018).

 There are more political traditions which are favour in the centralization authority.
 Lower funding is also disadvantage of collaborative planning because in this required
higher number of funds for organizing training and development program to employees.
 Decreasing interest and commitment by stakeholders is creating issues for planning
implementation within the business. In this planning is required higher level of interest of
customers and tourist who wanted to visited at their but most interest of tourist is lower
than the others.
 Not having long term and strategic planning is another one because strategic planning is
made by setting short term goals. This planning is creates with term goals which are not
valuable and generated problem for planning.
 In this process is required specific structured work and planning but most of the specific
structured not followed by employer and created issues for business.
All those are the disadvantage with collaborative tourism planning. This may affected to
business in negative and positive manner. In this individual and collectively represent various
significant which are more difficulties for implementation of the collaborative approaches within
the business(Belias and et.al., 2017).
PART 2
C. Tourism strategy addressing current issues and challenges faced by Broadstairs
There are various attractive places at Broadstairs that can be offered for tourism. There
are art galleries, amusement arcades and also attractive restaurants and bars which create an
effective value for this destination (Garrod and Fyall, 2017). Although it is an attractive
destination there are different issues that Broadstairs is still facing and there is requirement of
effective strategies. Tourism strategy is essential for the entire tourism destination as it helps
the business to have long term plan that can help in sharing common vision among the working
organisation and government. This also leads to sustainable development of the tourism.
Broadstairs is located at a beautiful coastal town in England and is having all sort of facilities
related to transportation as there are different links that connects the place with outer world.
There are different sources that can attract the customers to visit the place as it is the most
attractive destination that one can imagine for(Andrades and Dimanche, 2017). With respect to

the issues and challenges that Broadstairs is facing, the vision and objectives are set accordingly
and are as following:-
Vision:- To make Broadstairs a place that is attractive in eyes of the customers and they can go
with unforgettable memories with them.
Objectives:-
 Grab different opportunities for strengthening the economic framework of organisation
by building coastal heritage.
 To build strong local businesses that can fulfill all the respective demands of potential
customers visiting the destination and to have sustainable business in hand.
There are different issues and challenges that Broadstairs faces in order to achieve its business
objectives and these issues are as following:-
 It is difficult to develop the vision of the tourism, if the business is not aware about desire
of locale customers. Broadstairs is facing a tough challenge with respect to its vision and
is required to come up with effective strategies that can attract the locale tourism.
 With the lack of interest from local authorities and also from the government, it is
becoming difficult for Broadstairs to promote its tourism. Negligence of municipality is
not helping to promote the destination and there is requirement of effective advertisement
sources to reach people’s mind (Watts and Parks, 2018).
 As tourism is getting decline due to interest of government, it is also affecting the
economic development of the surrounding area. It is therefore important to make the
government aware about the advantages of the tourism and they have to work together for
improving the current infrastructure at Broadstairs.
 Lack of advance technology and advertisement skills is also becoming challenge for
Broadstairs and as a result, people are not getting attracted towards the tourism. There are
requirement of travel marketing with the help of which tourists can be attracted. For the
same organizations are required to develop innovative marketing solutions that differ
from other and that are not inadequate or exaggerated(Belias and et.al., 2017). There is a
requirement of advance technology and also use to social media marketing in order to

make the people aware about the travel plan. The shops at Broadstairs are not able to
provide modern retail services and as a result they are facing tough competition.
 Lack of effective planning is seen for achieving the sustainability at Broadstairs.
Government generally gives preference to sustainable business. Broadstairs is required to
work on the type of facilities and services that they are providing. Beach water pollution
is seen at Broadstairs and there is no proper management. This may create long term
damage to the location and may affect its popularity in market(Tussyadiah, 2017).
 Broadstairs is also facing increased competition from the different traveling sources as
the flights traveling from UK to Europe are quite cheap and affordable.
Broadstairs is required to adopt effective strategies in order to overcome the following
challenges and these strategies are as following:-
 Enhance the experience of the customers that are visiting Broadstairs. The focus has to be
on passenger’s comfort as it only leads to a great experience to visit a place. Government
is required to work in favor of Broadstairs by developing the roads and an effective
communications’ infrastructure. They have to maintain political stability with other
countries in order to clear the way of tourists towards Broadstairs.
 Broadstairs is required to work on sustainability as it may create a great value in market.
This may include different activities that do not impact the environment and also local
culture of Broadstairs (Cambridge and et.al., 2017). They may work on sustainability by
working on different part of the tourism. They have to work on carbon footprint and have
to take care of the heritage places so that they may help them for long run of the tourism.
Go green hotels are generally preferable by the customers and that is the reason,
Broadstairs have to increase the number of such hotels that are working on sustainability.
This may include solar panel for generating own electricity and saving energy. Hotels
that works on principle of recycling and there have to be different sustainable options for
tourists so that they get attracted with these options.
 Broadstairs is required to support community based tourism and initiatives as it will
encourage the locale to work in their favor. There are different practices that are adopted
by the local people and Broadstairs is required to appreciate them all as they also play an
important part for the tourism(Pan and et.al., 2018).

 There is requirement to get engage on social media platforms and also to optimize the
website for SEO. SEO strategy is the best one for tourism marketing plan and it includes
blog on the website that helps in attracting the targeted audience to visit the place. It is
very important for tourism at Broadstairs to provide right information to the tourists so
that they can have trust and can visit the place without any doubt.
 There are new technologies like augmented reality that Broadstairs can use in their
marketing strategy as it leads to different innovation ideas that can make the customers
experience memorable and unforgettable. This also works to compete with other tourism
and helps in creating an effective image in market(Veiga and et.al., 2017).
D. Implementation of vision and objectives and the key stakeholders delivering the objectives
It is very important to implement the vision and objectives with the help of effective
strategies. Broadstairs have set the desired vision and objectives and there are different
stakeholders that will be helping to deliver the same in order to bring effective tourism at this
town. Broadstairs have described its vision and objectives and can be implemented through
following ways:-
 They have to search for different organizations that are having knowledge about the
destination and are ready to coordinate with them. There are different sectors in tourism,
for example transportation, hospitalization, food and beverage etc. that can work with
coordination in order to bring economic advantage to the destination. Their support may
help Broadstairs to gain an effective image in eyes of the visitors (Eide, Fuglsang and
Sundbo, 2017).
 Broadstairs is required to reconstruct the town with new infrastructure and only
government can help in this process. Government is required to concentrate on
restructuring of buildings that are too old. Not only this, government is required to
improve the strategies that they are using to build the town. Creative ideas will be helpful
for the government in order to implement different marketing strategies. The government
have to support vision and objectives that Broadstairs have set in order to gain their
reputation in market.
 Best suitable practices are required to be implemented in the town and different
marketing sources like television, newspaper or social media platforms can be used to

make people aware about the town and its beauty. For the same government is required to
invest in these strategies. This will help in attracting the tourists. Not only tourist, but
government is required to attract foreign students to study in the town as it will also
enhance the potential of town (Tripathy and et.al., 2018).
 With the help of different sustainable practices, government is required to help the town
so that they are able to establish an effective beach infrastructure that does not harm the
marine life or ecosystem. The major focuses have to be on Viking Bay as it is quite
attractive in Broadstairs.
 They have to work for local communities as they play an important part for tourism.
Sustainable business usually brings maximum profit to these communities and that will
help in development of this town. It is very important to support tour guides and other
local businesses that are surviving at Broadstairs and there is great need to understand the
culture of town and accordingly making respective changes in order to achieve the set
objectives.
 The objective to have sustainability can be achieved by preserving the environment and
also beauty of the nature. Broadstairs is attractive and is having beauty of nature with
beach; there is requirement to protect the same with sustainable practices.
There are some key stakeholders that may help the destination to achieve its major objectives
and these stakeholders are as following:-
 State and Federal Government of Broadstairs:- As there is an essential requirement of
development of structure and facilities of travelling, Broadstairs is required to take help
of state and federal government. For the same, government is required to attract the
tourism and other people by lowering the price of traveling within and also outside the
UK (Tussyadiah, 2017) .
 Local Municipality:- There is requirement of monthly meetings in order to make effective
strategies for improvement of regional tourism. Local municipality is required to develop
employment opportunity for the people so that they do not migrate to other towns and
work effectively for Broadstairs development(Duarte Alonso and Nyanjom, 2017).
 Town team of Broadstairs:- There are different project leaders who are required to work
together for executing local action plan in order to bring collaboration at the work place.

 Localities and society:- Society plays an important role for developing the town and the
beach management plan is required to implemented in right direction so that
sustainability can be brought at Broadstairs. Not only this, localities are required to work
for the infrastructure as having public washrooms near the beach will lead to hygiene and
also cleanliness.
 Other agencies:- There are different agencies that can help the town to have an effective
image in market with the help of different platforms. Broadstairs is required to work with
them in order to create a value in market. Right information can be reached to the people
and they will visit the town more often(Amerta, 2017).
 Broadstairs tourism and leisure association:- They generally help to audit the offerings
that are mention in the tourism broachers that is translating them to different languages so
that all can understand the same. This also helps in building an effective impact on
tourism.
E. Evaluation of different strategies benefiting socially and economically to all residents and
visitors
All the respective strategies that are set to achieve the business objectives benefits the
people that are residing their and will also give a new experience to the visitors. These strategies
are required to be implemented for the long run as Broadstairs will work hard with all its
stakeholders in order to bring sustainability in tourism. With the help of promotions, tourism at
Broadstairs will develop rapidly and that will encourage the local community to extract the
opportunities that are coming towards them. Different business engagement supports economic
activities at Broadstairs that may include different festivals or events which can attract interested
group of people(Zorpas, Voukkali and Pedreño, 2018).
With the help of local municipality, Broadstairs will be able to maintain its environment
that is eco-friendly. There are development authorities that will work on the monuments in order
to make them more attractive in eyes of the visitors. The residents and also the visitors that are
coming from all over the globe will be able to enjoy the pleasant environment of Broadstairs.
The government will be working on cleanliness of the beaches, public gardens, monuments etc.
There is requirement to develop an effective infrastructure that can attract the tourist and
government will be working on these strategies to maintain the same.