Development of Tourism and Leisure Industry: A Strategic Plan for Deal

This report examines the development of the tourism and leisure industry, specifically focusing on the seaside town of Deal. It begins with an introduction to tourism development and the benefits of strategic planning. The report delves into the strategic plan for Deal, highlighting the importance of planning and collaboration in attracting tourists, improving the town's image, and increasing revenue. It discusses the benefits of strategic planning, including attracting tourists, improving infrastructure, and adapting to challenges like the COVID-19 pandemic. The report also emphasizes the value of collaborative planning involving stakeholders such as government, local people, and IT departments, to enhance visitor security, improve transport, and upgrade hotel infrastructure. The report further analyzes the impact of the COVID-19 pandemic on the tourism sector and how collaborative planning can aid in recovery, rebuild traveler confidence, and support the safe return of international tourism. The report concludes by providing a detailed overview of the tourism strategies, stakeholders, and the benefits for residents and visitors.

l壱
Development of tourism and
leisure industry

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Strategic plan...............................................................................................................................3
Importance of collaborative planning in tourism as how it can be useful for Deal ...................5
PART - 2..........................................................................................................................................7
Tourism strategy..........................................................................................................................7
Key stakeholders..........................................................................................................................8
Benefits to the residents and visitors.........................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
Books and Journals....................................................................................................................13

l壱INTRODUCTION
Tourism development can be defined as the growth as well as maintenance of tourism
industry (Scheyvens and Biddulph, 2018). This study is based on Deal that is an attractive
friendly seaside town. It has numbers of attractive places such as: museum, beautiful architecture
and others. This study is going to discuss benefits and advantages that tourism industry can take
with strategic planning. An effective strategic planning can help Deal town in attracting numbers
of tourists and improving image in the sector. Further, it will discuss effectiveness of
collaborative planning or collaboration in tourism as how it can help tourism sector in improving
performance, increasing sales and regaining image that got affected due to Covid-19 pandemic.
It will then discuss vision and 2 years of goals that Deal town wants to achieve by improving
tourism sector along with strategies of mitigating problems that it is facing.
l壱PART 1
l弐Strategic plan
Strategic plan is the art of setting business strategies and implementing them to achieve
the goals. With the help of strategies and plans we can easily estimate the progress .
Benefits of strategic planning for tourism
Planning and tourism are two different complex concepts where Planning is defined as a
initial approach with useful information before any implementation .Modern age tourism is
directly approaching towards tourists, guest and their fulfilment .Every country has their
different strategies and plans to attract the tourist to visit their country. Coastal regions are the
centre of attraction for many tourist around the world because of this coastal region companies
are approaching with good strategic plans to increase their productivity and to earn good
revenues from it . Good strategic plans are benefiting many countries to grab the people's
attention to visit their place, they including attractive offer to the customer that makes them to
definitely visit that spot strategic plan can uplift your business in many aspect it can open the
door of world for you. Deal the seaside town in Kent, London has many tourist spot their castle,
architecture, museums ,deal pier,deal maritime, deal seafront are such places who can easily grab
the eyes of tourist .(Job and et.al. 2017.)
People who are living in deal town are using business strategies to build their financial
state, people from there have many occupation to followed because of their tourist spot places

who can easily attract the people towards it. Tourism plays a very important role in the economy
of country, as people lived around the tourist spot build their earning from the tourist who visit
there, therefore before start any new business or something one should have to proceed with
strategies and planning first. Tourism provides the opportunity to show their sides to the world
in terms of their culture, customs, their commercial achievements . Today tourism has become a
major source of development for many countries and regions not only in terms of development
but also in term of pleasant living. Tourism also includes number of issues in terms of traffic
especially in city centers .(Kabeyi. 2019)
Tourism strategies are most important it will play an important role in economic growth
for the particular nation for better result countries are investing more in their strategies to draw
the attention of people to visit their place. Better strategic plans enables the companies and
organisation to offer best package to the visitor that ultimately grabs their attention it includes
better accommodation , sight seeing, foods their culture , traditions all are the part of better
strategic planning. To increase their business in tourism one should have to come up with good
strategic plans they must have to provide better services to the people who visit their place ,to
engage them with their culture ,traditions ,their foods good strategic plans are must needed.
Good strategies can create a competitive environment to grab the people's attention towards
your tourism plans you must have to offer better services than others.
Many coastal tourism companies are now investing their money and time for coming up
with strategic plans , they know the importance of strategic plans that are helping them to move
forward with maximum revenues. Strategic plans allows companies to predict their future and
modify them accordingly. With strategic plans tourist firms can anticipate the world with their
proactive attitude and can achieve the future opportunities . People of this coastal regions who
lives around the tourist spot are making their earning from the tourist they guides the tourist or
attract them with their place's history , some people are making their earning by selling their
products to the tourist around the world which ultimately helps them to sail their products
country to country which promotes their culture and customs to the world. (Nowacki and et.al
2018.)
Due to pandemic coastal tourism of the country suffers the most it affects the countries
badly in their development their economical growth people who loves to travels are now
hesitating to visit because of this countries economy growth is decreasing day by day deal

coastal area authorisation comes up with the better strategic plan to grab the people's attention
again. With the help of strategic plans government now able to reconstruct their tourism
strategies they set the certain rules which must have to be followed people who visit their
country must have to follow all the guidelines that will help them to rebuild again.Strategic
planning is very important to increase the productivity of market , therefore the tourist spot
must have come with strategies that makes a tourist to visit the place again .Local authorisation
must have to come up with great strategic plans to avoid any kind of issue when tourist comes to
visit their country they must have a proper arrangement of their accommodation because it
will directly reflect in their economy . Strategic plans for tourism of countries provides better
engagement to the world that will reflect in their economical development that helps the people
of their nation. (Rana. 2017.)
Tourism industries of coastal regions are main focus of tourist now a days they come up
with pleasure sights of sea, sands that are attracting many eyes .for that purpose companies are
coming up with great strategic plans to increase their business . Many organisations are growing
their business from country to country by exporting and importing their goods and
products.Government of the country must have to include the strategic plans to deal with any
natural calamity just like in present scenarios co-vid pandemic is creating their impact on
everything Due to this many countries are affected they are badly affected in terms of their
economic growth the main reason for economic growth for the country is their tourism which
are badly affected due to this many people are losing their jobs ,it badly affects their tourism
because of this people who are earning their daily income with this are now suffering,
government of the countries must have to include many strategies to overcome with this.
(Soulard and et.al 2018.)
Examples of the location which are benefited by the strategic plan:-coastal areas their beaches ,
waterfronts.
l弐Importance of collaborative planning in tourism as how it can be useful for Deal
Collaborative planning is all about a team work or involvement of grade level team that work as
well as learn together in order to accomplish specific goals. Collaborative planning in tourism
plays a vital role as it provides stakeholders in this sector in developing tourism sector as well as

attracting numbers of tourists to specific tourism destination. In other words, it can be said that
collaborative tourism is built on the principle of exchange (Dragouni and Fouseki, 2018).
Distribution of tasks in respect of planning to partners in tourism who can negotiate on those
plans. Some benefits that Deal, seaside town can take by attracting numbers of tourists such as:
Security of visitors: Collaborative planning and working with partners, society and interested
stakeholders like community, local people and government can help tourism sector in increasing
security of visitors. Success of tourism depends on its effective team working with all
stakeholders that can help in improving all services given to tourists such as security, improve
infrastructure and others. So, by working in partnership and collaboratively with IT and security
departments, it can make tourists feel safe at destination.
Improving quality of transport: By working collaboratively with transport department of their
local areas, tourist sector or companies can make tourists feel valued. By collaborating with
travel department, they can provide free travelling and accessible travelling services to tourists
(Salvatore, Chiodo and Fantini, 2018). It can save cost and time of tourists and they will not
have to wait for finding transportation vehicles. Tourism companies in Deal area or town can
provide free travelling services to its tourists to their destination and hotels where they want to
stay.
Improvement of infrastructure of hotels: Improved infrastructure is the main key of success
of tourism industry as tourists prefer to visit destinations where city has maintained security and
have attractive infrastructure. Tourists want to make their trip memorable and it can be made
when tourism industry work collaboratively with constructors, designers and interior designer.
As by working with them, this industry can improve infrastructure of specific tourists’
destination and can attract numbers of tourists. By doing so, this industry can motivate and
improve image in the market that can help in improving economy as well.
So, on the basis of above discussed all benefits, it can clearly be said that Deal can make itself
beneficial with collaborative planning (Karrasch, Maier, Kleyer and Klenke, 2017).
Collaborative planning for tourism recovery from Covid-19 pandemic: Covid-19 pandemic
affected tourism sector the most in a negative manner as it has decreased its sales, revenue and
profit margin. Now, tourism sector of Deal town wants to regain its image and position in the
market with collaborative planning and working with partners. By collaborative planning and
working collaboratively with stakeholders such as government, local people, It departments and

others, this sector can invest in hygiene products, tools and services. Health and safety has
become the main priority of tourists after covid-19. So, by working with government and asking
for help, it can regain its position, can make people aware about its new strategies and new
features (Hao, Xiao and Chon, 2020).
By following all rules and regulations developed by WHO related to Covid-19, it can make
tourists sure that it is safe and provide valuable qualitative services. It can help this sector of
Deal town in attracting tourists, making itself sustainable and making an improved position in
the market.
·It can help this sector out in rebuilding traveller trust and confidence.
·Collaborative planning can support safe return of international tourism.
On going collaboration does not offers technological resources to the companies that
slow downs their growth and also it diverts them from their original goal. Traditional tourism
experts focus on short term targets by market demand it will take most of the time on strategies
authoriser should have better plans to support their economy coastal tourism industry needs
support to gain market confidence again Tourism is the main factor for country 's development
due to the covid-19 pandemic it badly affects the tourist sector in terms of daily employment,
their economical growth to develop healthy ecosystem,and reliable tourism economy
collaboration is very important.
To protect the coastal tourism area authorities should have to include better strategies to
develop the healthy and safe environment just like before pandemic , flexibility plays a most
important role in health of the visitors, native people,that gives a better attention to inclusiveness
and also a better understanding of tourism across the globe, long term flexibility for secured
areas strengthens the community's well being their financial state, their economy, infrastructure
which lead them to long time investment plans that plays a crucial role in development. We don't
know when will this pandemic ends , travel agencies focus on to getting back their business like
before to benefit their company by selling their products on large scale .Local authorities passes
the clause in which they are offering funds to promote the tourism as vouchers , allowing local
government to make certain guidelines for the people who visit their places.

l壱PART - 2
l弐Tourism strategy
Deal is a seaside town which is famous for its tourism. It is an overlooked gem present
along the coast. The town exhibits a unique scene and the community living there is very
creative in making the place extra special. This place was a huge tourism hit however, the break
down of Covid has put a stop on the tourism activities in this area. It is therefore important for
the tourism to come up with the strategic planning which will accelerate the tourism activities
again as well as recover the tourism destinations of Deal. It is important to review and revise the
strategic plan on a regular times of interval (Rachmawati and Fountain, 2020). The vision of the
tourism for Deal is to be internationally recognised and become the preferred travel destination
getaway for the tourists. The objectives behind the tourism strategy which helps in managing the
challenges is to increase the economic benefits which are coming from tourism the coast side
place of Deal. The tourism based in Deal has come together to offer the set of core values which
will define the positive and relaxed nature of the place. Tourism at Deal is always loyal to live
and work with the sense of honesty as well as seniority.
The current situation of the tourism is bas because of the pandemic outbreak. There are
very few tourists as the people are very scared to step out and travel especially to some
international place. Increasing tourism can be done with the help of developing and delivering
some of the effective marketing plans. Deal tourism can make the use of digital tourism to cover
wide range of target audience as well as it can advertise the safety and precaution followed by
the people in the Deal. This will make people feel safe (Woo, Uysal, and Sirgy, 2018).
Marketing on the digital channels gives the best platform for promoting tourism. It can make
people what they are missing by uploading pictures and sharing the experience of other tourists.
Another strategy is to diversify the products of tourism by launching new activities for the
tourists just like deep sea diving which will drive some of the best from all over the world. This
includes improving the accommodations with a inspirational guide which can guide the tourists
to all the desired destinations. It is also important to have proper infrastructure without
destroying the old and traditional ways of the place which will help in making things very easy
for the tourists. Bringing in some beach faced cafe and resorts will attar the tourists looking to
enjoy and relax on the beach side.

Lastly, the Deal tourism have to invest more in developing people and their skills.
Training the people on being a tour guide is very helpful to grow the tourism as it very important
to interact with the tourists and make them feel comfortable and homely. The main attractions of
the Deal are the museum and castles, thus it is important to protect them and maintain in such a
way that it will not lose its heritage value.
l弐Key stakeholders
Stakeholders in tourism are the individuals involved in the project and industry which are
impacted by the outcome. They show an interest in the success of the project. Stakeholders in
tourism are dependent on the tourism to fulfil the goals and objectives on which the tourism
depends. Some of the main stakeholders involved in the implementation of tourism strategies
are:
National governments: They play an important role in the development of tourism.
They help in planning the tourism and related activities at national level with the help of
designing and implementing some policies (Roxas, Rivera, and Gutierrez, 2020). The role of this
stakeholder is not limited to just the development and maintenance of infrastructure while
promoting destinations of local and international tourists. This makes the tourists feel safe and
secure while travelling to that place. UK government is aimed to help the local people increase
the level of international visitors to explore the wealth of tourism and related opportunities. They
maintain the visa policies and thus, many tourism business will operate very closely with the
government.
Local governments: They have their hand in the tourism matters. They promote the
local tourist attraction places and help in providing better infrastructure and services to support
the tourism activities. Local government can understand the unique characteristics of the place
and create the best experience for the travellers coming to visit. During the time of planning and
imposing the tourism policies, they will impose various rules, requirements and practices which
are to be followed for safety and being ethical in offering tourism to the tourists.
Tourism establishments and enterprise: Play many different types of roles in the
implementation of the tourism strategies. Some of the examples of these are the airlines, trains
and other transport services which enables the tourists to go from one place to another. On the
other hand the resorts and restaurants can provide them with the food, drinks and

accommodations in a comfortable environment (Koo, Mendes-Filho, and Buhalis, 2019).
Stakeholders in this category are tour operators, agencies for travelling and the center which
provides required information to the tourist. Travelling on the international grounds is not
possible without having tourism organisations.
Tourists: They include different travelling groups and individuals, individuals travelling
for business and even the visitors for the tourism destination sites are the heart of the industry
and thus, are very important stakeholders for the company. Tourists visits the destinations and
famous attractions of Deal, they spend money and promote the attractions with the help of
sharing their travelling stories by mouth or by putting it up on social media. This is very positive
and free publicity for the for tourism of Deal. When the tourists did not enjoyed their stay can
spread the bad word making other people not choosing this for their next destinations place.
Local people: Local people are very important for the planning and implementation of
the tourism as they hold the legit concerns which have the power to resist the blooming of
tourism in this place. Hence, it is important to involve the local people different decision making
process whenever necessary (Amerta, Sara and Bagiada, 2018). They bring in different cultures,
values and traditions which helps in adding more value of tourism of Deal. They are well
thorough about the place and are helpful in guiding the tourists to the best activities and places
which would be not known otherwise.
Employees: People working in the tourism sector are the professionals and even the
consultants which contribute a lot to this plan. Tourism is one of the fastest growing sector in the
UK with regards to the rate of employment. Tourism supports lots of families is the main source
for jobs in the Deal. This shows that tourism is very important for the employees and
professionals and thus will do good for its development.
There are some other tourism stakeholders just as the tourism planners which deals with
the finance in the related projects, forming trade unions of the employees working in this sector
as well as the institutes for the tourism education. It is important to consider all the stakeholders
in the process of planning strategies for tourism as will help in the implementations of the same.
l弐Benefits to the residents and visitors
The strategy made for the increase the tourism in the Deal area will help in providing
many benefits to the people living there as well as visitors coming to explore the place while

improving the economy (Fathi, and et.al., 2019). Tourism planning is the main part in the
destinations tourism which will help in achieving the best results and satisfying the needs and
demands of customers. Tourism planning is the main source behind attaining a tourism which
will last for long term. Tourism planning is important for the growth and maintenance of the
destinations in terms of tourism. Tourism planning can make or break the destination and is also
helpful in ensuring the longevity of the tourism industry. It gives out positive economic
outcomes with many benefits for the residents. This strategy of tourism have many benefits on
the host community such as providing employment. The new ways of tourism will allow many
people to learn and become an employee in the field of tourism.
It helps in developing and gaining the knowledge of many different and new skills which
are important to become more approachable to homey to the tourists. This development of skills
provides many employment opportunities. It helps in creating skilled an unskilled employment.
The local food vendors and other retailers will be benefited as the tourists will need their
services. Moreover, increase in tourism will increase the standards of living as the tourists will
spend in the host community (Couto, and et.al., 2020). The money in this process of tourism will
reflect in the economy of the local area thereby improving the standards of living. In strategic
planning it was mentioned to introduce some activities which shows the specialness of the place
can all help in preserving the culture. This helps in earning more revenue by making the tourist
do the things are daily activities of the localities while bringing in the cultural advantages to the
tourism. This opportunity acts as a pride moment for the local people to look at their history and
cultural heritage preserved in the castles and develop the identity of the community. This way,
local people can maintain their cultural traditions while showcasing it to the visitors.
In addition to these benefits, the strategic planning also included the improvement of the
infrastructure of the place to make the tourists have an easy days during the tine of their stay.
The additional revenue generated helps the government to allow more money be available for
the very much required face lifting process of the destination (Cardoso, and Silva, 2018).
Improving the infrastructure comes with the building of new roads, parks and improved public
spaces. This helps in bring in more visitors to the Deal while making the living of local people
easy and improved. The use of effective marketing strategies will help the small business of the
place to reach out a wider audience and will make the destination popular and famous.
Diversification of the tourism will help in generating some other sources of income which will

add in improving the economy of Kent. This increase in economy will help in developing new
and different forms of income. With the improved and developed tourism in the Deal will be
beneficial for the visitors in experiencing the best in terms of accommodations, travelling and
having the experience of activities which are special to that place (Khayrulloevna, 2020).
Tourism strategic planning helps in preserving the environment and cultures which is sacred to
that place. It has the power to boost the local economies and eliminate the rise in inflation which
is very positive for the local people and their businesses. Having improvements in the Deal will
lead to development of educations and better life experience.
l壱CONCLUSION
It can be summarised from the above that tourism in Deal which is in Kent is suffering
from the negative impacts of Covid - 19 which is famous for its castles and museums. The local
people from the place are committed to make the place a beautiful seaside town. To overcome
the impacts of pandemic the place needs a strategic planning which can be seen to be very
helpful for the tourism in the coastal areas. The use of collaborative planning in the current
situation of Deal will help the place to rise from the ground in terms of tourism. The vision amd
objective of strategic tourism is very clear for Deal which will help in addressing the challenges
and overcoming the obstacles. It can be understood that the stakeholders in tourism are very
important and understanding the concept of stakeholders is necessary for the tourism to move
according to the plan. Lastly, it can be evaluated that there are several benefits to the residents as
well as visitors from this planning and implementation of tourism.

l壱REFERENCES
l弐Books and Journals
Amerta, I.M.S., Sara, I.M. and Bagiada, K., 2018. Sustainable tourism development.
International research journal of management, IT and social sciences. 5(2). pp.248-254.
Cardoso, C. and Silva, M., 2018. Residents’ perceptions and attitudes towards future tourism
development: A challenge for tourism planners. Worldwide Hospitality and Tourism
Themes.
Dragouni, M. and Fouseki, K., 2018. Drivers of community participation in heritage tourism
planning: an empirical investigation. Journal of Heritage Tourism. 13(3). pp.237-256.
Fathi, and et.al., 2019. Strategic Planning of Tourism with an emphasis on Spirituality Based on
New Integration of Multi-Criteria Decision-Making Techniques. International journal of
Tourism & Spirituality. 4(1). pp.93-123.
Hao, F., Xiao, Q. and Chon, K., 2020. COVID-19 and China’s hotel industry: Impacts, a disaster
management framework, and post-pandemic agenda. International journal of hospitality
management. 90. p.102636.
Job, H., Becken, S. and Lane, B.. 2017. Protected Areas in a neoliberal world and the role of
tourism in supporting conservation and sustainable development: an assessment of
strategic planning, zoning, impact monitoring, and tourism management at natural
World Heritage Sites. Journal of Sustainable Tourism.25(12) . pp.1697-1718.
Kabeyi, M. 2019. Organizational strategic planning, implementation and evaluation with
analysis of challenges and benefits. International Journal of Applied Research and
Studies. 5(6).pp.27-32.
Karrasch, L., Maier, M., Kleyer, M. and Klenke, T., 2017. Collaborative landscape planning:
Co-design of ecosystem-based land management scenarios. Sustainability. 9(9). p.1668.
Khayrulloevna, A.M., 2020. The substantial economic benefits of tourism. Academy. (3 (54)).
Koo, C., Mendes-Filho, L. and Buhalis, D., 2019. Smart tourism and competitive advantage for
stakeholders: Guest editorial. Tourism Review. 74(1). pp.1-4.
Nowacki, M. and et.al 2018. Strategic planning for sustainable tourism development in
Poland. International Journal of Sustainable Development & World Ecology.25(6).
pp.562-567.
Rachmawati, E. and Fountain, J., 2020. Role of External Stakeholders in Tourism Development
and Community Empowerment. International Journal of Applied Sciences in Tourism
and Events. 4(1). pp.25-36.
Rana, R.A., Rana, F.Z. and Rana, H.A.. 2017. Strategic planning role in nonprofit
organizations. Journal for Studies in Management and Planning.3(6).pp.166-170.
Roxas, F.M.Y., Rivera, J.P.R. and Gutierrez, E.L.M., 2020. Mapping stakeholders’ roles in
governing sustainable tourism destinations. Journal of Hospitality and Tourism
Management. 45. pp.387-398.
Salvatore, R., Chiodo, E. and Fantini, A., 2018. Tourism transition in peripheral rural areas:
Theories, issues and strategies. Annals of Tourism Research. 68. pp.41-51.
Scheyvens, R. and Biddulph, R., 2018. Inclusive tourism development. Tourism
Geographies. 20(4). pp.589-609.
Soulard, J. and et.al 2018. Social capital and destination strategic planning. Tourism
Management. 69. pp.189-200.

Woo, E., Uysal, M. and Sirgy, M.J., 2018. Tourism impact and stakeholders’ quality of life.
Journal of Hospitality & Tourism Research. 42(2). pp.260-286.