Tourism and Leisure Strategic Planning: London Case Study Report

This report delves into the strategic planning of tourism and leisure activities in London, analyzing the concept and role of Business Improvement Districts (BIDs) in the city's development. It explores the historical significance, functions, and benefits of Buckingham Palace as a key tourist attraction, alongside the reuse of historic buildings in fostering tourism growth. The report examines how BIDs contribute to strategic planning, including aspects like promotion, marketing, and infrastructure development, while also acknowledging potential challenges. It highlights the importance of adapting to changing market trends and leveraging technology to enhance the tourist experience, ultimately aiming to provide insights into sustainable tourism practices and their impact on London's economy and cultural landscape. The report also provides an overview of the history, functions, and benefits of Buckingham Palace and its role in tourism.

Strategic Planning
for Tourism and
Leisure

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
A. Concept of BID......................................................................................................................1
B. Role of BID in strategic planning of London.........................................................................3
PART 2............................................................................................................................................5
A. Buckingham Palace history functions and benefits................................................................5
B. Reuse of historic buildings in strategic tourism development................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Tourism is the central and huge part of the economy and second largest in terms of its
contribution towards creating employment in the country. With the advancement of technology
and discovery of new technology as well as innovation eye-capturing place, people are more and
more engaged in creating tourism and leisure services (Ruhanen, Mclennan and Moyle, 2013).
Main aim of the present study is to analyse the significance of Tourism and leisure activities in
London. Along with that, it provides knowledge and insight of the concept of BID which has
caused the respective city to develop and prosper. Accumulation of funds, managing tourism
planning and policies and the relevance along with the reuse of the old as well as historic
buildings in creating tourism and leisure activities have significantly being explained in the
present report.
PART 1
A. Concept of BID
According to O’Brien and Ponting, (2013) tourism can be defined as a phenomenon or field
wherein the concerned organization is engaged in rendering wide range of services and activities
that aids the travellers with an everlasting and overwhelming experience. The main operators of
tourism sector are the government, non-profit organization and the private institutes. The tourism
services are largely influenced by numerous factors which include financial resources, planning,
government legislations, market demand and the local resident of the country. Further, it is
important for the growth of the market. In this modern world people travel with an aim to learn
culture and to enjoy their trip. Moreover, countries are understanding the importance of tourism
and accordingly, they develop plan with the help of which tourism rate can be raised. Tourism
planning is a multidimensional function wherein it takes place within different levels. The
national government of the country is engaged in managing and developing the policies which
will aids the economy to grow and prosper (O’Brien and Ponting, 2013). Thereafter, the local
government has a high influence over developing a particular region by undertaking several
projects so as to create a destination for the tourist to attract. Last but not the least, the general
businesspersons and site level are engaged in designing and developing a particular region which
is highly beneficial for the companies to prosper as well as creating services.
On the other hand, Nair, Munikrishnan and King, (2015) stated that tourism planning in
London plays an imperative role in attracting customers as well as growing and developing the
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city. It aids the government to create a sustainable tourism so as to avoid any sort of impact on
the environment (Nair, Munikrishnan and King, 2015). Tourism planning is important to
understand the developments that can be made that will help to raise the rate of visitors. Tourism
planning is also a means to grow the cultural and economic conditions of London. However,
with the growing demand for the travel and leisure services in the London, Business
Improvement District has been introduced by the government.
As per the findings, it can be stated that practice and theories of strategic planning at
different markets can not be measured. However, it is essential that there is effective
management and strategic planning for the success of tourism. As per both the authors, it is
important that market understand the areas in which development can be made and for this
purpose, it is essential to determined the changing trends and preferences of people. As per
O’Brien and Ponting, (2013), tourism planning is possible when there is frequent market
research conducted as it helps to know the taste and preferences of people and accordingly
changes can be made. On the other hand, according to Nair, Munikrishnan and King, (2015)
measurement of theories and practice related to tourism planning can not be measured. The
aspect of that is determined by this author is different and they have stated that economic
condition gets improved when the rate of tourism increases.
BID has a very embarking place in developing the local regions of London. Major kinds
of services that is being rendered by the BID includes promotion, marketing, security and safety.
Although, the respective partnership or joint activity can take uptake any sort of project from
developing the airports to creating a park or museum (Ringer, 2013). It all depends upon the
needs of the country as well as the amount of finance available with the BID.
The concept of BID was first initiated and started in the Canada in the year 1960's. Town
Centre management Partnership has been significant and first BID project in the respective
country. Thereafter, it got adopted in the year 1970's in US and then was introduced in 2004 in
by the England and Wales. Scotland has enacted the same in the year 2007 and now it has got
prominence in almost every country.
Usually the projects undertaken by the BID gets accomplished within the period two
years or 18 months. However, the BID works or functions on the system of voting. All the
respective business associates are requisite to make decisions regarding to invest the fund in the
prescribed project or not. For this purpose, almost 50% of the votes are required so as to
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undertake the new development project. In regards to the London city, with a 82% of yes
received by the businesses, a Bankside BID was established in the prospective country (Buhalis,
Darcy and Ambrose, 2012). It was established and managed by The mean which was a
consultancy regeneration firm.
Some of the major advantages of the BID for the London community have been
enumerated underneath:
It is a clear and transparent form of activity. It also allows the business to grow and develop by
enhancing the sales of tourism and leisure services (Scott and Laws, E, 2013).The best means to
work or bring together the private and public firms. More effective in catering the self managed
and funding. It is the best platform of competing against each other. The funds that are
accumulated aids the infrastructure and other surroundings to develop and enhance.
B. Role of BID in strategic planning of London
As per the Presenza and sheehan strategic planning is a wide concept wherein the businesses and
it is engaged in determining the priorities of the firm thereby allocating the resources to manage
its operations in the best possible manner. Further, Presenza and sheehan stated that strategic
planning is also known as destination management plan. It covers all the essential areas that
make sure that tourist are satisfied. Similarly, it can be coincide with the BID roles and
performance with regard to strategic planning of London. With time there are many changes that
has been identified in London among which government has identified the improvement in
various spots enhance the rate of visitors. Further, use of technology also play vital role in
developing attraction for people around the world. One of the effective source is to make sure
that Herein, the plans and projects are made in such a manner which will further assist in
achieving the desired results and development of the region (Rodríguez-Antón, del Mar Alonso-
Almeida and Pedroche, 2013).
In the Holocene years, it has been analysed that BID has played an imperious role in
developing and growing the local regions. However, in the past British BID was mainly
concerned with promoting, enlivening and cleaning the areas. Since, with the growing demand
and thinking habit their role have also advanced. They mainly emphasizes on strategic planning
rather than concentrating on the less reactive areas (Edgell Sr, 2016). It has shifted its concern
from managing place to shaping regions, extensive marketing to branding of place and
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improvising the public realm. Some of the basic examples of these have been enumerated
underneath:
The major example of the BID greening and cleaning is the InStreatham and Brixton
which has contributed their significant efforts in deep street cleaning as well as removing and
washing chewing gum and jet respectively (Presenza and Sheehan, 2013). In order to enhance
the London Bridge, the InStreatham has introduced or undertaken a project to plant hanging
boxes with planters and use of green walls so as to intensify the streets. The BID has also
undertaken measures on place branding through the means of enhancing the businesses of local
marketers. It also intensifies the place via organizing food festivals in the streets. Furthermore, to
escalate the London Bridge, the BID has demonstrated or presented itself as the custodian of the
respective bridge to as to gain popularity for the same (Boukas and Ziakas, 2013).
In order to promote the football culture and tourism of the city, BID has also made the significant
role in advertisement. The redevelopment of the London Bridge is the major example of place
shaping. Planning was made by the BID along with the prominent commissioning and funding so
as to conduct the project in appropriate manner.
Although the above scripted functions and features of the BID does not always aids the
society or the economy. There are some of the negative influence areof the same. These have
been elaborated hereunder:
Without the effective money or collection of funds, the BID project cannot be
undertaken. This largely involves a long duration of time to implement the project and get
success out of it. Travel and leisure being a vast sector which thereby involves wide range of
activities requires intensive decision making by the investors or funders. Therefore, a lot of time
is wasted in deciding the most prominent activity for which the funds needs to be collected and
utilized for (The Benefits of Business Improvement Districts: Evidence from New York City,
2007). The major issue that is being faced by the London BID is that there is lack of financiers. It
is very difficult to cater the persons who are willing to provide the additional funds for the
betterment or growth of the economy which inversely leads to the burnout of projects. Due to the
high amount of power and authority amongst the BID groups, it more often tends to create
conflicts within the political and government authoritative. This is another negative influence of
the same which may hamper the political stability of the UK (Nickson, 2013).The informal
structure of the BID is of major trouble for those who does not have their own lands or houses
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(Sloman, 2016). This has further led the residents to get deprived of their houses. Since, there are
two faces to a coin which means that if anything is possessing some negative impacts which does
not means there is nothing good in it. However, there are some positive influence of the same on
the London city. These have been enlisted hereunder:BID is the best measure to reduce the
amount of crimes from the country. It has been ascertained that since the launch of the BID
projects in the London city, the number of violent crimes that took place in the past 12 years
have been reduced and dampened significantly. However, the robberies case are still in
prevalent. The measures taken to enhance the streets and bridges has been failed as the robbers,
have stolen the same most precious equipment from their (Business Improvement Districts- Pros
and Cons, 2010).
PART 2
A. Buckingham Palace history functions and benefits
Buckingham was initially built and established in the year 1703 by the Duke. It has been
located in the heart of city Westminster. In the 17th century, palace has remained the part of
Manor of Ebury. A river named as Tyburn is flowing below the marshy garden at the south wing.
It was the living area of the queen and the royal family members of Edinburgh (Moreno, Valls
and Borràs, 2013). The respective monument has been highly moulded and extended over the
past years. The history of the concerned building have been enlisted underneath:
King James has built the palace by planting the mulberries in the dockyard which has now turned
out to the production garden of silk. Kings Charles has presented the garden to the Lord Ashton.
It as thereafter transferred to the John Sheffield which is known as Duke of Buckingham
(Briassoulis and Van der Straaten, 2013).After the acquisition, Duke has remoulded the entire
building and created it into a Buckingham house. King George III acquired the house as a place
to be lived in by the Queen Charlotte. The house got renamed on the demolish termed as The
Queen's House which was under William Chambers. In this period, King Edward VII had
brought changes in the interiors and decoration of the palace (Dwyer, Cvelbar and Mihalič,
2014). The improvements regarding the electrical lightening, ventilation and heating were made
in the state Apartments. With the ongoing pollution, changes were brought to the external look. It
got covered up with the Portland stone so as to protect the building.
With the second world war going in the state, it got boomed up in a blast which has further led to
re-servicing of the castle. An another public gallery exhibition was opened with the special
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demand of the Duke family which was established near to the Private Chapel in Queen's gallery
(Spenceley, 2012).On the Golden Jubilee of Her Majesty, the queen's gallery got refurbished and
also got expanded.In order to keep the castle in the appropriate working condition, there was no
improvements or re-servicing being made. The respective building is currently being used for
several ceremonial functions. The Queen of the Palace which is also the head of the UK states
and a member of the commonwealth games is present at the palace in varied ceremonial and
other functions being carried out in the castle. Every year the building upholds approximately
90000 members in the verandah which arrived for the purposes of lunch and dinners (Jordan,
Vogt and Grewe, 2013).
Furthermore, the Queen is engaged in a meeting with the exchequers and the prime
minister of the UK every week in the palace. It is enriched with the fine arts and decorative items
which was found since the past period of the Kings and Queens. Furthermore, it can be seen that
around millions of objects from the times of the ancestors have still being present in the Palace.
the palace is mainly used for the following mentioned purposes:
Functions or Events Attendance Number held
Receptions 41616 228
Afternoon teas 41923 33
Investitures held 9481 33
Apart from the above discussed functions, the palace is also being used for the purpose of
exhibitions and holding several other ceremonies for the state ministers and other affairs. Alike
the Buckingham palace, there are numerous other building that assist the local and national
tourist to develop and grow (Curtin, 2013). In addition to the above, the respective building is the
means of attracting the visitors which are keen and interested to know about the history and
ancestors of the London. This is the most famous place which has hidden histories and tragedies
in-linked with the place. These are some of the means which aid the economy of the London to
grow and prosper. Apart from the above discussed factors, there are another elements of the
building which valuable in contributing towards the growth and development of the country.
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The regions that are located near the Buckingham palace has gained worldwide
acceptance and prosperity. Furthermore, small and local businesses that are established along the
roadside has gained more prominence in the market (Strategic planning for local tourism
destinations: an analysis of tourism plans, 2016). the tourist usually visits the street areas so as to
make purchases and consume the roadside eatables. In addition to it, the shopping malls located
near the specific region has also gained or catered much of the crowd which enhances the
economic development of the country. This can also be seen from the view point of the foreign
exchange that bought in by the varied amounts of visitors coming up each year. Furthermore, the
social and culture of the London is highly beneficial with the remoulding of the house into the
palace. The usual rush or traffic being seen at the entrance of the Buckingham palace has led to
the reduction in the amount of drunkards and robbers. The high security being experienced at the
palace due the past bomb blast and world war is the significant factor which has reduced the
amount of the violence in the country.
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People feel safe and secure by the amount of security and other guardians being placed at
the building. This aids in creating peace and prosperity in the country which is the major cause of
cultural development. Along with that, the significant contribution by the BID groups has also
led to reducing the amount of wastage in the area nearer to the castle (Wan, 2013).
Because of this palace there is generating many new opportunities for the UK people foe keeping
this palace more secure the government of UK is spending a lot of money. There are many
tourist guides are also who are earning good money.
Currently, Buckingham Palace is much more know as working building and it is also
determined to be centrepiece for UK's constitutional monarchy. Further, it consists of ceremonies
and royal events. As per the data, it has been found that 50000 people visit the Palace every year.
For general pubic it is open during summer month and it is for limited number of visitors during
December. Further, there are about 800 staffs working at Buckingham Palace. There is high
benefit to the economy as it contributes about £55 million and that also from 2.58 million
visitors. Moreover, total revenue contributed is estimated to be about $51.1 million.
B. Reuse of historic buildings in strategic tourism development
Historical building are the key element and supports in regeneration of cities, as
Buckingham palace is now reusing by the authorities as the heritage in the London. It has
become the centre point of the country and supporting the country to attract more visitors. This
helps to spread the culture of the nation across the world. It assists to develop the tourism in the
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London, as people take interest to visits such type of cultural heritage points (Ruhanen,
Mclennan and Moyle, 2013). Using the building of Buckingham palace as centre point aids to
gain attention of the public, They took interest to know about the heritage culture of the country
and history. So by using the buildings for commercial purpose tourism can be developed in the
country.
Historical building can be reused to provide accommodation facilities to the traveller.
Attractive designs, art of building mesmerize them and they give positive feedback to others for
the place. By this way more people will take interest and they plan to visit such type of place. As
Buckingham palace's strong point is its art, its comfort and amazing views satisfy the visitors and
they come again and again to visit such type of historical buildings (Nair, Munikrishnan and
King, 2015). One of the successful example of the building which has been reused by the
government as tourist points that is Tate Modern in London. That is the great example which has
supported in increasing the tourism in the country. This was opened in the year 2000 and
receives about 5.25 million visitors each year. In order to make this project come trust, it has
costed them about £215 million. There are about 1300 staffs for Tate. Further, local people get
benefited as they get knowledge and opportunity to present different type of culture. Another
best example for reuse of historic building is House of Vans London. It was earlier an Old Vic
Tunnel that was changes into a place where there is music, art, fashion and culture.
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It can also be reused as hotels, resorts etc. That will attract traveller, as they will have option to
stay in such historical buildings. It will support the country in increasing business of tourism to
great extent. Apart from this great facilities, attractive designs, offers, cultural background give
great experience to visitors and thus, it helps in strategic tourism development in the London.
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Illustration 1: House of Vans London
Illustration 2: Tate Modern

As stated above London is enriched with wide range of historic buildings and
monuments. These can be reused for the purpose of increasing the tourism and leisure activities.
There are several amount of houses and old buildings being located near the central London
which remains unused for the entire period (O’Brien and Ponting, 2013). This can be further
concerted into useful rooftop restaurants or other edifices which will serve the visitors with
astonishing experience. The passengers or travellers move out of their resort or hotel from the
morning for the purpose of site scenes and visits to other locations. They require food and other
products to refill their energy. Therefore, these restaurants or edifice are the most prominent
means to increase the tourist in the London. Apart from this passengers are keen to know about
the history of London, this can be demonstrated or presented to them in form of creating
exhibition in the old building (Hatipoglu, Alvarez and Ertuna, 2016).
(sources: Moreno, Valls, and Borràs, 2013.)
The cafe coffice is also a tourist attraction for people. This attracts many customers in its
business BID can undertake such project to renew the old castle or mansions into a decorative
palace which for the purpose of exhibition. Furthermore, opera singer performance and night
clubs are also the most prominent means of activities which cater the attention of the tourist.
Therefore, any empty or vacant places can be utilized for the similar purposes in the London and
enhance the beauty of the city thereby adding to the experience of the voyagers. In addition to
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the above, it can be stated that old monument and building are the essence of the London which
aids the economy to develop and prosper, if utilized in the most prominent means (Scott and
Laws, 2013).
Reuse of historical buildings can play an important role because it preserves history and creates
new opportunities for tourism. The Buckingham palace is good example of reuse of historical
places. This building is located in center of London city (Moreno, Valls, and Borràs, 2013.).
Reuse of this building add more heritage value in it and attract more tourism in London. The
lavish decoration and great building structures add more value in it.
Contribution of historical buildings on surrounding areas are as follows.
Increase numbers of tourism: To add more international visitors in London and increases. The
profile of London is increases in world place. Reuse of this building increases visitors
experiences (Dwyer, Cvelbar, and Mihalič, 2014). The more numbers of visitors are added the
more economical b benefits will be gain. To increases numbers of visitors help market to sell
their products. Visitors bring more economic benefits to for country. These authors are agreed
on these topics that reuse of historical buildings helps to for attracting more customers in
London. The increases' numbers of visitors help the to develop the surrounding area of country.
To attract more visitors in country.
Promote capital internationally: London world class cultures promotes the strongest
selling points. Local communities can mix with the people and from diverse backgrounds with
different life styles which improved the lifestyles of for local people (Spenceley, 2012). The
impact of reuse of these buildings Improved the sports and facilities for local people. Urban areas
which may be declined can be revived and movement of people from rural areas to urban areas
for employment can increases the job opportunities. The reuse of Historical buildings also help
the London to promote its capital internationally.
Among both the view points of these two authors, it can be stated that as per Dwyer,
Cvelbar, and Mihalič, (2014) it is important to for markets to make sure that they develop
strategies with the help of which more and people around the world can be attracted. On the
other hand, according to Spenceley, (2012) the changes that take place in perception of people
should be identified. Accordingly, steps can be taken with the help of which people get to know
about the culture.
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Infrastructures development in surrounding area: The reuse of historical area help in
creation of infrastructures utilities and amenities, which are not only used by visitors but also by
the local people (Curtin, 2013.). The tourists arrivals in country increases effective demand of
infrastructures. Attempts are made to improved the infrastructures in surroundings area of the
palace. The London infrastructures is also get improved because tourists attraction in London. A
better infrastructures brings more facility for every one in country and development also help
local people to get infrastructures facilities.
Environmental impacts: Reuse of historical buildings add positive impact on
environment. The visitors increased investment in area and improve facilities and enable the
development. The more involved a local community is with the development of tourism in area.
The visitors who come to London that also create impacts on the environment (Nair,
Munikrishnan and King, 2015). The government add more parks and make streets clear. To
attract more tourism the government focus on the sustainable development of the environment.
This not help to only to visitors but also local communities and facilities also enjoyed by them
CONCLUSION
From the above discussion on strategic planning in travel and leisure activities, it has
been ascertain that travel and tourism is the essence and life blood of every country. It can be
stated that the tourist are mainly attracted towards those places and areas which has significantly
gained more prominence and attractive places. The economic and cultural factors are also an
imperative factor that assist in determining the demand of its services. In regards to the present
report the learners would have got insight regarding the concept of BID and its assistance in the
strategic planning in London. It is the most famous cities of UK which has got huge amount of
buildings in form of historic places and hotels. The recommendations that is presented in the
report regarding the sustainable development of tourism industry is by the means of reusing the
old buildings and by demolishing them. This is the best means to increase the revenue and
demand for the tourism services in the country. For this purpose, it has been recommended to use
the demolished buildings or houses in the form remoulded restaurants that serves the tourist with
greater experience.
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