TLH302: Strategic Tourism Plan for Deal, UK (2020 Intake)

This report examines strategic tourism planning in Deal, a coastal town in the UK, focusing on its promotion and recovery strategies in the wake of the COVID-19 pandemic. It explores the benefits of strategic planning, including foreign exchange income, economic advantages, nature protection, and competitive advantages. The report evaluates the importance of collaborative planning, involving stakeholders to foster sustainable development and effective solutions. It outlines tourism visions, objectives encompassing economic, environmental, political, and social aspects, and implementation strategies such as introducing safety measures and government initiatives. The report also discusses the benefits to residents and visitors and concludes by emphasizing the importance of strategic planning for tourism in a coastal area and the need for continued efforts to achieve the set objectives.

TLH302 Assessment 2020
intake

Table of Contents
INTRODUCTION ..........................................................................................................................2
Benefit of strategic planning for tourism in a coastal area..............................................................3
Evaluating the importance of collaborating planning......................................................................4
Tourism vision and objective...........................................................................................................6
Objective to promote tourism..........................................................................................................7
Implementation to fulfil the vision and objectives..........................................................................8
Benefits to the residents and visitors...............................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The study is about promotion of tourism in a coastal town at UK. A place named Deal which has
been a tourist spot with beautiful castles and museums to visit has been the centre of attraction
for holiday visits. It has been awarded as winner of the Daily Telegraphs high street of the year.
However, due to Covid-19 crisis the tourism was badly affected. People were at homes during
vacation period also. Hotels and tours business had come to a halt which led to financial losses
for the sector. Strategies to promote tourism again and bringing a safe tour with precautionary
measures have been discussed here to bring back tourism as the way before.
Benefit of strategic planning for tourism in a coastal area.
Deal is one of the fastest growing coastal area in the global level. Coastal area are
attracted with '3 S' sea sun and sand which the attractive combination of the tourism. The
adventure activities like scuba diving, yachting and windsurfing (Benneker, 2019). There are
various benefits of tourism strategic plan for Deal and so me of which includes the followings:
 Foreign exchange income: The economic benefits from coastal tourism is related with the
exchange earning in the country. They generate income by importing and exporting all
type of goods and service. Tourism contribute 30% in the economy by all the nation who
have access to coastal areas (Fan, 2020).
 Economic benefits: by creating business opportunities from the tourism generate
employment and add the government revenue through sustainable strategies. Tourism
contribute directly or indirectly through in the government revenue. Direct contribution
include the income tax by the tourist, tourism income and Eco-tax charges on the tourists,
whereas indirect contribution refers to employment generation through tourism.
According to travel and tourism council, tourist, will contribute 330 million (10.3% of
total employments) worldwide by 2020. These jobs are related to hotel, restaurant, travel
industry and other activities like scuba diving (Gössling, Hall, Scott, 2018).

 Nature protection: coastal area is responsible to conservation the ecosystem and habitats.
Government has launched certain protection and developed the beaches, heritage etc. this
is done to protect and support the natural resources for coral community, sand pits,
beaches and marine invertebrates.
 Competitive advantage: to attract the more tourism by the Deal making a sustainable plan
and strategies by connecting with tour operator. Tour operator who respect the local
culture and community and help to improve and develop the ecosystem by protecting the
ecosystem.
 Improvement in coastal areas: tourism encourage the government to develop the standard,
infrastructure, health and safety condition the city to attract more and more tourist to
generate employment and develop the area. Infrastructure like airport, railway, and
shopping malls which help the quality of tourism in the city (Raynor, Doyon, Beer,
2017).
The successful example of coastal tourism which get benefits from it is Eilat, Israel which is
located in south of Israel in Negev desert and red sea coast. It is holiday capital of the Israel and
the most popular destination in the country which have large number of hotels and restaurant
along with coastal side. They also include shopping malls, entertainment activities, nightclubs
which increase the economics growth of the country and for the local area of the Eilat city. Eilat
also offer the adventure activities like scuba diving and coral reef add the beauty spot in the city.
The main attraction of every tourist is Underwater Observatory marine park which includes fish,
corals, turtles, sharks which attract, any tourist. Israel's government also introduce nation support
program and financial aid to improve the coastal areas locations. Israel's government have some
significant plans and strategies which improve the tourist appeal of the areas. In order to increase
the tourism sector of the Israel government have taken certain steps to like increasing the tourist
agencies and collaborating with other countries like Europe. While collaborating with Europe
they allow direct flight to Israel with low fair amount that attract more and more tourist to visit
that location and increase the tourism sector of the country. Government also invest in public
infrastructure such as malls, gardens, beaches, resorts and hotel industries to attract the
international market and target the international tourist by giving the international
standardization services in the hospitality sector.

Evaluating the importance of collaborating planning
It is a strategy to manage the development and growth of the tourist sector. This planning not
only gives the opportunities to all stakeholder to earn the profits from it but also promote the
development of the tourist sector in the country. Collaborating planning is a unique form of
strategies which shows the participation of all stakeholder in large number by implementing the
innovative strategies to attract the customer from worldwide and sustain their business for longer
run. It enables the tourist industry to follow the vision, mission and accomplishment of goal to
achieve the target objective in effective manner by collaborating with other countries for the
tourism (Soulard, et.al., 2018). This planning is the opportunities for those communities who are
enfgae3 in the travel and tour industry and want to show their local culture environment and
social endeavour to tourists. It's not the forcible activity and create opportunities for those only
are associated with the work in partnership by making effective supply chain and offer the great
deal for their investment. This section shows the discussion on the deal case scenario were
collaborating tourism planning will be analysed.
Deal is friendly seaside town in Kent, with an attractive place such as castle, beautiful
architectures, a pier and museum. Deal is a flexible city to live, work and visit and recognized by
Daily telegram high street of the year. The collaborating planning will be an advantage for the
local by creating the competitive advantage which increase the local tourism in town in the
Covid-19 situation. Since the locals are aware about the issues after Covid-19 which are facing
by them like culture issue, resources availability for the local and tourist which can be developed
by the corresponding information in an effectively linked with the development of tourism in the
town after the affect of this pandemic. Partnership required adoption of some responsibilities like
creating the opportunities for rent, food availability, locals transportation service, information
centre and networking. Respective stakeholder in the area help the Deal to develop the market
network and facilities given according to tourist requirement. The pros associated with
collaborating tourism planning involve the following:
 Sustainable Development: This planning approaches shows the expenditures that are to
incurred to increase the tourism after Covid-19, by strategical design by effective use of
resources, creating focus objective, fulfil the market and customer requirement into the
planned strategy. The contribution of various stakeholder help the Deal to achieve the
sustainable development (Wei, Zhao, 2020).

 Effective solution: contribution by several stakeholders help the Deal to bring the cost
effective solution. Proper use of local resources as well as knowledge utilization can
attract the customer by implementing various approaches like decision-making approach
and evidence based approach.
 Democracy: Tourism planning is legitimate for everyone to develop and stakeholder
collaboration for everyone. The tourist developer who are affected by the most due to this
Covid -19 situation can also contribute to the sustainability in the town again.
 Additional cost: this cost is to be fulfilled by the responsible authority to compensate and
overcome the cost occurred of the local planning committee. This is involved in decision-
making process and required to analysis the requirement by the particular person
connected to it.
 Extra burden: This is to bring various activities together which are becoming extra
burden to planning department and the main objective is to identify the individuals who
are affected the tourism development either directly or indirectly in the Covid-19.
 Identifying legitimacy: to avoid the serious conflict between the stakeholder involved in
planning process it is very important to know the legitimacy of stakeholders. This can
cause loss to resource and fail to comply the customer satisfaction (Zhao, 2020).
 Participation capacity: To identify the potential stakeholder having necessary knowledge
and skills in the planning process. Hence, become an extra cost to identify the deserving
stakeholder who are required and essential for the planning process.
 Political issue: This factor may affect the planning process and the opportunities of
collaboration planning with associated operational, political, cultures stops the locals to
participation in the planning process to overcome from the Covid-19 situation.
Tourism vision and objective
Tourism has become the game changer, the tourism strategy is used to explain the tactics
of individual the vision of deal tourism is to give the safety in effective way to the travellers so
that they will encourage there travelling in the painful situation of COVID-19. Deal is providing
sanitization facilities and the mask compulsion so that the people who are not travelling due to
fear of COVID will able to do the travelling without any fear. As this virus have major impact on
the travelling trade and the tourism sectors industry which are small are mostly affected with

this. The government is supporting the tourism industry and the tourism with different schemes
the deal government is providing additional stay for the tourist who are coming to deal to visit.
The government is take initiatives to make the travelling easy for the tourists by making there
booking also making easy booking for rail, buses and coach. Government also focusing to
welcome the guest in very improved manner (Araújo, 2020). Government also making affords to
give security because many people used to cancel their travel due to threats during travelling.
The tickets of airlines are being reduce so that peoples get attracted to the price and book the
travel to deal in Great Britain (Richards, 2020). Government is promoting the tourism as to
compensate the loss due to COVID people have stop travelling so now to settle the loss the
government is promoting tourism because it contributes to the GDP (gross domestic production)
of Great Britain (Li, Sharpley and Gammon, 2019).
Objective to promote tourism
Deal government is promoting tourism with certain objectives and aim to be achieved by
the Britain government. The promotion by government of Britain are the activities and expenses
which are planned to increase the tourism in Deal is to develop the economy profit. The
objective of improve the economy. Lead to increase in employment opportunities and overall
development of Deal in Britain.
Economic objectives: Yet the promotion of tourism is not limited to private sectors as to
maximize their profit this promotion includes more than that, the promotion of tourism will
provide strength to economy it also leads to career opportunities to the unemployed in the Britain
and ultimately lead to development of country (Kim and et. al., 2020).
Environmental objectives: deal is having different economical objectives includes habitat
preservation in which there is preserve, defend and reconstruct. To provide environment
education and also to improve the environment.
Political objectives: Government has to influence on the type of travel in both direct and indirect
with various activities of political condition the political objectives involves raise image of a
particular area and also create their identity with the promotional activities in the globe.
Social objectives: the tourism have to look at the society of tourism in deal. The objective of
tourism is to bring the different peoples together and promote the understanding of their culture.

The objective also involves the providing the communities facilities and tourism facilities as well
(Zmyślony and Kowalczyk-Anioł, 2019).
Implementation to fulfil the vision and objectives
The vision of government to bring back tourism with a safety measure taking approach can be
fulfilled by introducing some measures like:
a) Hoardings and banners with catchy images of the tourist spot can be placed at prominent
places of public visit. The banners should be large in size that it can be viewed easily by people
travelling on highways.
b) Pamphlets having a colour appeal can be circulated in newspapers so as to make the message
reach to a large audience. Pamphlets should be designed in a way that they are having a visual
appeal for all age groups and can also include play station accessories for children to make it a
complete package. Offers and discounts can be made with a limited validity period to gain more
applicants (Van Truong and Shimizu, 2017).
c) Advertising can be done in newspapers in which the front page can be advertised of the
holiday spot. It can be mentioned there that free travel passes will be issued to the first ten
applicants.
d) Tie up with bus operators to bring tourists to the spot can be done. It has to be clarified to the
bus operators to sanitise all the buses and follow hygiene standards to discourage any customer
complaints. Driver and the bus staff have to be instructed to wear face masks mandatory and
keep a sanitizer stand in the buses for tourist convenience.
e) People visiting supermarkets and malls can be greeted by a team of tourism professionals who
can arrange a show at the mall centre speaking of the holiday package the tourist agency can
offer.
f) A number of tourist agencies can be roped in to promote the tourist spot in their own
marketing ways. They are better skilled people who know how to attract customer attention and
have a range of seasonal discounts to offer (Palazzo, M. and et.al., 2020).
g) Television advertising can be a good way to catch mass attention of public. Advertisements
shown at prime time will attract higher viewership when family sits down together to watch TV.
The advertisement can cover the exquisite coastal locations with water activities like rafting,

boating etc. along with luxurious hotels to stay and fun parks to visit. This will gather attention
on a large scale and motivate people to visit the tourist spot.
h)Hotels near the holiday destination can also advertise for the tourists through their own
marketing department in which they can give discounts on the first few customers checking in.
Hotels should follow high safety standards with staff wearing masks, sanitised furniture at the
hotel, washed blankets and clean rooms. The chef and cooking staff should also be practising
high safety standards while preparing food. The hotels can have the registers of tourist map for
guidelines to the customers as to how to go about the trip. Taxis can be hired to take the
customers to the tourist spots and again drop at the hotel (Van Truong and Shimizu, 2017).
I) People coming to the coastal areas will be having a craving for sea food. This is the place
where restaurants can offer delicacies as per customer's choice.
j) Carnivals can be arranged with practise of social distancing and masks which is a favourite
among tourists.
The objectives of economic growth, generating employment and development of infrastructure
are interlinked with growth in tourism. Economic growth will increase with tourists coming in
from different locations adding to the travel revenue along with hotel stay and purchase of
articles and handicrafts will take place adding to the revenue of small scale industry. People
using buses for travel will add revenue for the transport industry. Airlines will see bookings
increase with distant tourists coming in. Hospitality industry will also achieve growth.
The employment rate will increase by people getting work in tourism sector as guides,
small shopkeepers getting increase in sales, people getting job in tours and travels in form of
taxis, buses etc. Hotel industry will grow more in the adjoining coastal areas and will need staff
to meet the increasing workload. Tourists like to get photos snapped at their favourite spot, this
will generate employment for professional cameramen (Palazzo, M. and et.al., 2020).
Development of infrastructure will take place in adjoining areas for safe and smooth
travel of tourists. Roads will be built aptly covering the network till city railway station and
airport. Bridges may be built for smooth travel to avoid traffic and reaching destination timely.
The city can get helipads as high profile tourists like to use this mode to save time. A handicraft
industry can come up which can promote regional products which are a liking for distant tourists.
The key stakeholders which will bring tourism business thus can be identified as media
which can be both print as well as electronic. They are the starters to build up interest to travel

thus marketing the whole idea. The next stakeholder are the tourism buses and airlines which can
offer travel discounts to attract tourists and provide them a safe travel. The people travelling in
safe conditions will get their fear evaded off from pandemic and will thus advise their friends
and relatives also. The next stakeholder is the hospitality industry which can provide a safe and
comfortable stay for its customers and also help in arranging taxis for customers. The handicraft
industry and the restaurant business also have an important role to play in generating revenue
and attracting tourists.
Benefits to the residents and visitors
Residents can get benefited in both ways socially as well as economically. Firstly, their city will
get global exposure as tourists from different destinations will be visiting the city. This will help
the residents meet people from different backgrounds and culture and increase their social strata.
They can claim their origin from a city which is popular all over the country and overseas
whenever they happen to go outside and meet people. Talking of economic benefits, people can
get jobs as tourist guides as they are well familiar with the city's historical background, the
lineage of kings ruling there and staying in castles which they can very well explain to people
coming from outside. They can go in transport business in which taxis and tourist bus can be
arranged to make people go round the city and visit relevant places. Another aspect is that
foreign tourists like to carry hand woven crafts and antiques with them which can be a promoter
for people in handicraft business. The cloth merchants there can increase their sales with
traditional dress wear promotion of the region as the tourists will be on a shopping spree to take
home some local clothes. As the hospitality industry will grow residents with skill sets will get
help in getting employment there (Tatiyanantakul,2017).
The visitors will also be benefited as they will help in getting their social circle improved with
meeting local residents and also people of different localities travelling with them. This will help
in making friends and setting up of new connections. These connections are helpful in
maintaining social relations as well as people with a business mindset can be benefited if they are
looking for connections to set up their business in a new locality or near the tourist spot itself.
The hospitality industry may be requiring trained staff to carry out its operations. At such a time,

tourist with a human resource consultancy can come in help to source the best candidates for the
hotel as a client. Same tourism bus operators may be requiring updated technology in software to
make a recording of expenses which a tourist of technical background may link up to and offer
their company's solutions. Hence, a linkage of businesses can come up when people travel and
meet each other. As the word of mouth spreads, tourists can get some reward money as well
from tourism industry for giving referrals to new tourists (Sulaiman, 2016).
CONCLUSION
It can be concluded that revival of tourism again is an uphill task as the main challenge is to
convince tourists leave their safety zone and that can only be done when the safety standards of
travel and hospitality are not only maintained well but also promoted in a manner that reaches
out to convince the public. The tourism marketing strategy has to be in a way that it not only
revives the sector but increase the economic growth of other businesses which are related to it
and hence helps in achieving the objectives set. The increase in tourism will help in employment
generation and development of infrastructure as well. A place with better infrastructure will
provide convenience to many tourists. At the time of Covid, the safety masks and sanitisation
along with social distancing will have to be monitored as people getting affected by the
pandemic will lead to loss of reputation and further discouragement of travelling by people. The
benefits for both residents and visitors can be seen socially as well as economically. The
residents will not only get jobs but improve their social circle with meeting of people from
different backgrounds. Visitors can also find means of increasing business by meeting the
localities. It will prove a win-win situation for both as well as the economy.

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