Strategic Planning Report: Tourism Development in Coastal Regions

This report focuses on strategic planning for tourism in coastal areas, particularly in the context of post-COVID-19 recovery. It examines the benefits of strategic planning, emphasizing infrastructure, systematic strategy formulation, and sustainable development for tourist destinations. The report highlights the importance of collaborative planning, involving stakeholders to address issues and foster new ideas for tourism recovery. It then outlines a tourism strategy for Deal, Kent, including developing a vision and objectives, conducting business and operational analysis, and promoting digitalization and modern communication. The report also includes key considerations such as infrastructure improvements, health and safety measures, and the importance of quality food to attract tourists. The study emphasizes the need for strategic planning to revitalize the tourism sector and create a safe, healthy environment for visitors. The report provides detailed insights and recommendations for strategic planning and tourism recovery in coastal destinations.

Strategic Planning for
tourism in
a coastal area

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK ..............................................................................................................................................3
Benefits of strategic planning for tourism in a coastal area........................................................3
Importance of collaborative planning in tourism........................................................................5
Tourism strategy..........................................................................................................................7
How vision and objectives implemented and identify the key stakeholders............................10
REFERNCES:................................................................................................................................14
Books and Journals:..................................................................................................................14

INTRODUCTION
Strategic planning is the process which create or develop a plan for future activities in
order to achieve some desired objectives. Every organisation develop their strategic plan so that
they can attain their set objectives (Tsilimigkas and Rempis, 2017). It is the art of developing
business strategies in a set manner, implement the plan, measure the result from set objectives or
standards. Companies perform strategic planning so that they can meet their long term goals. The
main focus of this planning is to formulate policies so that company achieve their long term
objectives. It integrates all department of company during the process of strategic planning such
as human resources, accounting & finance and marketing. Strategic planning process undertakes
three important steps so that company achieve strategic goals. Those steps are strategy
formulation, implementation and evaluation. All three steps are important to follow in a set
manner so that organisation can obtain their desired goals. After the COVID-19 it becomes very
difficult for Deal which is a town that located in Kent, England to recover as a tourist
destination. Pandemic situation badly affects coastal areas as it reduce the number of tourists. So
that's why Deal need a strategic planning so that they can accelerate the recovery.
MAIN BODY
TASK
Benefits of strategic planning for tourism in a coastal area.
Strategic planning is the process in which organisation need to formulate strategies in
order to achieve strategic goals. It plays a significant role as it reduces many risks and helps in
overcoming with issues. It is identified that pandemic situation give a bad impact on Deal. Deal
is a small town that locates in Kent, England (Heslinga, Groote and Vanclay, 2017). It is the best
seaside and get best rated in UK as compared to other Kent resorts. It can be clearly seen from
the below figure. It is identified from the survey of The Solar Centre that Deal is best seaside
location which uses solar energy. Deal is one of the popular tourist destination in which a huge
number of tourist come at seaside for enjoying the beach. But due to COVID-19 it is analysed
that it decrease the number of tourist and that's why they wanted to make strategic planning so
that they can overcome with this issue. Strategic planning is very helpful for development of
coastal areas specially for Deal. It can be better understand with the help of explanation.

Strategic planning plays a vital role in success of an event so it is important to plan effectively
and efficiently.
Three Kent seaside were rated in the top 10 in the United Kingdom
Importance of strategic planning: Infrastructure: Strategic planning helps in providing better infrastructure so that people
are not feel fear after pandemic situation (Mackay, and Spencer, 2017). They will
provide safe transportation which are fully sanitized that reduce the risk of virus.
Transportation is essential element for tourist because they will not travel if they do not
get a proper transportation facility. With the help of strategic planning they can easily
provide best infrastructure facility. Formulation of strategy by systematic approach: Strategic planning helps in formulating
better strategy as it helps in overall performance. It use logical and systematic approach
so that it assist in achievement of goals and objectives. It is very beneficial for Deal
because it gives a proof planned so that they can take initiatives for increasing the
number of tourist.

 Sustainable development: For tourism destinations, it is very important for places that
they should sustainably develop so that they can increase their tourists numbers. Tourists
are very important for Deal town in Kent, England because it increase employment
opportunities, income level, growth rate of domestic economy, etc. that ultimately
benefited to tourism as well as economy of country. Current trends: Strategic planning is the way that uses market research in which tourism
destinations identify and analyse the current trends of the market (Fernández-Tabales,
and et. al.,2017). It becomes very helpful for Deal town because they can take necessary
corrective actions in order to implement some changes which becomes the attraction
point for beautiful architectures, a pier, museums and castles. Tourism destination can
easily adopt some changes which increase the value of destinations. For example, after
pandemic situation it is identified that people are in a fear because of COVID-19 virus so
Deal town should take some steps such as they provide health and safety measures. They
provide sanitizers not just for hand purpose but also use for air sprays which sanitize the
whole environment. Conservation and Economic Development: Strategic planning is helpful in sequester
carbon, create jobs, save billions of dollars in maintaining soil productivity and
pollinating crops, ensure long-term supply of water and clean air, etc. Deal should make
strategic planning so that all mentioned benefits they can enjoy. Safe and healthy environment: For tourists, safety is must to present in the environment
where they are going to travel. Strategic planning consider all important points while
formulating strategies. So they will automatically consider safe and healthy environment
especially in hotels, restaurants, etc. so that tourist feel free to come for travelling.
 Quality and hygienic food: They will ensure that food quality should be best because
after pandemic situation tourist become more aware for hygiene in food. It becomes
effective for Deal town because of strategic planning.
Above mentioned benefits shows the importance of strategic planning for Deal town
which helps in improving policies so that they can increase the number of tourism in the town.
Deal should be take forward steps for making the strategies.

Importance of collaborative planning in tourism.
Collaborative planning refers to the collective process in which it involves the
participation of key people or stakeholders so that they can resolve the conflicts and problems. In
simple words, it is the process in which key stakeholders focuses on resolving and managing
issues related to the development and planning (Hermon, Putra and Oktorie, 2018). In tourists
destination, collaborative planning plays a important role as it include public sector planners,
participating stakeholders, etc. it is identified that participation of stakeholders in tourists
destination is limited because they just take opinions so it is the one way consultation process.
They take suggestions through focus group interviews, telephone surveys, questionnaires and
drop-in centres. Collaborative planning is very necessary for tourism because it give some good
suggestions which helps in taking good decisions.
This approach is very helpful for Deal town because with the help of this approach they
can take right decision in strategic planning. They can fast recover with the negative impact of
COVID-19. It can be better understand with the help of understanding the importance of
collaborative planning in tourism that are mentioned below:
Learn from each other
It is identified that it is very helpful in taking right steps because it undertakes each and
every individual point of view. Deal town can take suggestions from their key persons and also
include public involvement. When they take suggestion from many person then they learn from
each other knowledge because every person has some unique qualities and mindset which may
be give best solutions. In simple words, they can take right steps in order to recover the impact of
pandemic situation.
Achievement of objectives
Deal town has a objective that they achieve again the former position and tourists which
they have before COVID-19. It is very necessary for Deal town they easily achieve their set
objectives with the help of collaborative approach.
New ideas
Collaborative planning is the only way that invites public to give some suggestion that
how Deal can recover their old position after pandemic situation. When every person take an
active part in the process of strategic planning then they may be give a unique idea which resolve

the problem (Alipour and et. al., 2017). They get new or innovative ideas from the discussion
with people that manage and resolve their issue.
It is analysed that above mentioned points shows that collaborative planning is very
necessary for Deal town because they want to recover the situation similar to before pandemic
situation. Apart from this it also helps in tourism recovery in pandemic situation which are
mentioned below:
 Collaborative planning is helpful in recovering with the COVID-19 situation. Strategic
planning can be become successful only when whole public work together that means
they can work with collaboration so it is very necessary for Deal town that they should
motivate public and key stakeholders towards collaborative planing.
 In collaborative planning, all person give their suggestions such as municipal corporation
give their different suggestion which give a perfect solutions for dealing with COVID-19
pandemic situation (Cavallaro, Galati and Nocera, S., 2019). Collaborative is the way that
integrates individual goals towards common goals.
 It is very necessary for Deal town that they should think about collaborative approach so
that they can take decisions such as ensure the health and safety which are very essential
after COVID-19.
 COVID-19 affect the situation very badly because of lock down every thing is being
closed that destroy the market very badly. Tourist are not allowed because of closing of
international flights. It is analysed that collaborative approach is very effective.
 Every person knows that COVID-19 affects overall world that means every person is the
part of this virus so if public wants to resolve this problem then they should think about
collaborative approach because it gives many benefits that already discussed in above
action.
It is analysed that collaborative approach is beneficial for removing the threat of COVID-
19 from Deal town. It is very useful for recovering with the impact of pandemic situation. It is
analysed that they should take some corrective actions regarding present scenario.
Tourism strategy
Strategy is the roadmap in which Deal town include all their future activities which assist
in meeting of their set goals. Strategy for recovering the present situation in Deal, Kent i.e. to

promote digitalisation and establish a modern communication system. Tourism strategy is the
process which contains some important stages that are mentioned below:
Develop Vision & Mission:
The first and main function of strategic planning is that they should clear about their
goals and objectives. Further steps are only decide when they know their vision. Deal town
should make effective strategic which helps in achievement of long term goals and objectives
(Marasinghe and et. al., 2021). Effective strategy can be possible only when they have whole
knowledge of their goals. It is analysed that they can make strategies only when they know about
their goals. So it is essential for making strategy to know their vision and objectives that are
mentioned below.
Vision: “To increase the number of tourists in Deal, Kent for boosting sustainable growth
and development.”
Objectives:
 To enhanced visitors experience with the help of conservation of tourism resource values.
 To identify and analyse the key challenges and issues face by Deal in present days.
 To formulate strategies for overcoming challenges and sustainable development.
 To increase the trust of customers within two years with the implementation of strategies.
 To maximize of the social, economic and environmental returns with the use of digital
media.
Business and operation analysis
It is analysed that Deal town is the best seaside and it was the winner of Daily telegraphs
high streets. It can be more understand with the help of daily number of visitors who are travel.

It is very necessary for Deal town that they should know their internal strengths and
weakness so that they can take right decisions. When they know their strengths and weakness
then they formulate strategy accordingly (Rangel-Buitrago, Williams and Anfuso,2018). It can
be done through SWOT analysis which is the acronym of strengths, weaknesses, threats and
opportunities. SWOT analysis is the tool that gives right and correct information that they get
through internal or from the Deal town. SWOT analysis of town is mentioned below:
STRENGTHS WEAKNESSES
 Deal is the best town in Kent, UK. It
comes under top ten best towns in UK.
 It is the most favourable place that love
to travel by tourists. It have many
places for travelling purpose.
 Less number of tourist due to COVID-
19.
 Ineffective in strategy implement after
pandemic situation.
OPPORTUNITIES THREATS
 Formulate best strategies so that they
can overcome with their problems
(Hjalager, 2020).
 Day to day increasing in competition.
 Natural disaster is the biggest threat to
tourism destinations.

 Collaborative approach is the process
that helps in recover with the pandemic
situation.
Develop and Select Strategic Options
It is analysed that now tourism destinations should promote digitalisation so that tourists
feel that they are safe even in pandemic situation (Clavé and Wilson, 2017). It is analyse that the
number of tourists are become low because of COVID-19 situation and that's why they should
take necessary corrective actions such as promotion of digital methods. For example, they use
digital tools in which tourism destinations should be recorded all individual visitors who are
come for travelling purpose. They can be use digital tools for recognizing temperature of visitors
who are want to travel, with the help of measuring their temperature public authority are able to
recognize the virus affected person. It is very important for the companies who provide tourism
for visitors that they record data and information of each person so that they can take measures.
It is analysed that they if public authorities record the information of common people then they
can reduce the risk of virus with the help of stop propagating virus.
Strategy Execution Plan
It is the most important stage in which proper deployment plan is needed to develop so
that they can properly execute the plan (Liberato, and et.al., 2018). In simple words, they should
be implement the plan in such a manner so that they can overcome with the key challenges
which face be Deal in Kent, UK. It is the most essential stage because if they do not execute the
plan effectively then they will not get desired objectives that they want.
In the execution process tourism destination should be consider some important things
that are mentioned below:
 In the execution process, they should be ensure that all steps are strategically and
properly followed so that they get desired result (Gössling, Hall, and Scott, 2018).
 They also make sure that they execute the plan after matching with the objectives. If they
are not match with objectives then they will not effectively execute the plan.
 All things should be systematically availed so that execution stage will not affect because
of unavailability.

 One of the key elements that they must be thought that they have enough resources and if
they are lacking with them then they can establish resource allocation. It is very effective
if they can allocate all resources which are needed for accomplishment of objectives.
They make sure that resource should not be overloaded because they increase the cost. So
that's why they should be use minimum resources so that they can give the desired
results.
Execution Review
Execution a plan is not the end because reviewing is very necessary for tourism industry.
When they execute the plan then they should check each and every steps that they are match with
standard or not (Rezazadeh and et.al.,2017). If they are not match with standard then they cannot
achieve their desired results. In short they should monitor on execution the plan and if they find
some deviations then they take necessary corrective measures.
It is analysed that if tourism destinations follow all these above steps, they can become in
the position of accomplishing the set objectives. It is analysed that all steps are very important to
implement in order to achieve the strategic objectives. With the help of following all steps they
can overcome with the key challenges and issues faced by Deal.
How vision and objectives implemented and identify the key stakeholders.
Stakeholders are the person who can plays a significant role in the tourism destinations.
They are affected due to changes in tourism destinations strategies. It includes media, tourists,
local residents, business associations, competitors, employees, local companies, government,
activists and tourism developers (Gardiner, and Scott, 2018). All are very important for
development of sustainability in the tourism sectors. They are the person who perform those
activities which assist in accomplishment of objectives and goals. It is necessary for key
stakeholders that they deliver all objectives so that they can attain them with the help of proper
implementation of strategic planning. Implementation process should be effectively perform with
the help of following some steps:
Building a proper structure that make strategies into action
In this step tourism organisations need to implement the plan in a structure which assist
in converting plan into actions. In this process all stakeholders need a proper communication in
order to implement the plan such as strategy is to boost digitalisation which helps in maintaining
social distancing (Schliephack,and Dickinson, 2017). So stakeholders should introduce digital

tools in all area so that they can perform actions as per following objectives. It is stated in the
objectives that stakeholders should use digital methods for performing all functions. It is very
necessary for them that they use digital technology for recording the data and information. It
helps in finding the infected person which ultimately reduce the propagation of virus.
Supplying resources
This strategy is based on providing digital solutions to the places so that tourist become
fear less and they feel positive even when they are travelling (Islam,and Shamsuddoha, 2018).
So stakeholders need to allocate resources such as digital tools in order to record the number of
tourists. The digital tools are helpful and more effective to monitor the temperature of the tourists
and to keep a track on the situation.
Developing policies
Implementation process get beneficial if they are developing some policies which
encourage strategy. In simple words, all stakeholders need to follow some set of rules and
regulations so that they can perform work accordingly. It encourages stakeholder to perform the
work in their set manner. Policy such as taking feedback from customers who are come for the
purpose of travelling that they will face any hurdles in pandemic situation. They are safe or not,
satisfy with the safety measures in travel. It helps in finding some deviations if occurred and then
take corrective measures.
Employing policies and programs
It is important to formulate effective policies and programs that will help to cater the
needs as and when they arise (Robinson, and et.al., 2019). These plans are formulated after
taking feedback of all the people that visit. As COVID 19 has changed the scenario it is time to
formulate policies as per the needs of people as that will help to implement the strategy
effectively and efficiently. Along with that it is vital that there is proper communication. The key
to implement a strategy successfully is to communicate in a proper way. There are less chances
of failure if the strategy is communicated effectively.
Periodically review the strategy
Monitoring and reviewing are vital to implement a strategy successfully. It is suggested
that the strategy should be monitored in regular intervals of time. As the environment is dynamic
it is important to regularly check if the plan that is made is effective (Williams and et.al., 2018).
Along with that it is also important to review that the team is able to implement the plan

effectively. It is important assure that the policies are formulated as per the strategy that is made.
Strategic implementation is vital as it help to achieve the set mission and objectives. Strategy is a
path through which the objectives can be achieved effectively.
Strategy is going to benefit the residents and visitors socially and economically
There are few strategies is adopted by the company in order to maintain the
effectiveness. The initial strategy is book your tickets and register themselves for vacation by
online because online registration provide information about the tourism that number of the
individuals who are coming and what are the packages and dates so that they can manage
accordingly. As this is the COVID19 time so maintain the distance and crowd is very necessary
and required for the company in order top protect the environment, residents, and visitors also
because their safety is much important. Another strategy is the visitors are advised to come with
their report of COVID19. If the report is negative then they can come and enjoy so everyone can
feel secure and safe. These strategy create better impact on the visitors because of these
strategies they feel much secured and safe for their family and can enjoy a lot. Residents can also
feel safer and do their job without any fear of COVID. So it will develop the employment and
develop the satisfaction among the visitors and residents. Socially and economically it also giver
better impact because when the visitors and residents feel secure and safe with better
environment so its will leads to increase the job satisfaction and tourism in the city Deal. So as
obviously good employment will leads to better economic condition in the country and create so
many opportunities for the company. So these strategies help the city deal to grab much visitors
by their ideas and make them popular from their services and facilities that is provided by them
in this pandemic of COVID19. These strategies will going to give so many advantages to the city
as economically and socially and for the individuals as well.
(Almeida and et.al., 2017)(Soulard and et.al., 2018)
CONCLUSION
It can be concluded that COVID 19 has created huge impact on the tourism sector. It has
adversely impacted the sector. No tourist visit the destination for so long. There is requirement of
effective strategy formulation along with execution so that the tourist can visit back and feel safe
while they visit. It is important to take care of the people that visit the destination. In the report is
based on a beautiful town naming Deal. In the beginning of the report there are benefits of

strategic planning on the coastal areas. Then the importance of collaborative planning on tourism
in Deal town. Along with that the approach to recover from COVID 19 pandemic. A strategy
involving vision, objectives and the key stakeholders that play a important role in delivering
those objectives. There is discussion related to challenges and issues that are faced by the Deal
town. It is important to check whether the strategy would benefit the residents of the place. It can
be said not only strategy formulation is important implantation of the strategic plan is equally
important.
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