Disney once disrupted the tourism industry with its development of Theme Parks, and many others followed. However Disney best practices in destination development are not only useful for Theme Parks. Traditional destinations have a lot to learn. This article summarizes 10 key lessons on destination development by Disney
Clustering strategy may apply to mature destinations in many ways: developing new clusters from scratch, reconverting or leveraging existing clusters, re-clustering, or just enhancing the cluster competitiveness
Clustering the destination is also convenient from the marketing perspective, so long as the cluster has a well defined identity and it is well marketed, cluster operators benefit from the attraction power of the cluster
Clustering strategy has also many benefits for the destination sustainability, mainly due to the optimization of the planning, which in turn optimizes the tourism flows in relation to the resources and their carrying capacity
The synergies created within the cluster between the operators and the optimization of the cluster’s services and infrastructures are the key factors that make clustering strategy a source of profitability and growth, so long as this profitability attracts more investments
The clusters may be created as a result of many different phenomena, though in the case of tourism destinations this is usually the concentration of natural or cultural heritage. However, it is interesting to see how some tourism clusters are created following a story very similar to that of industrial clusters. This is the case of Theme Park clusters.
Regardless of the destination’s dimension, tourism planning should always consider its cluster structure: to what extent may the destination be split into areas according to distinct natural features or different types of business concentration?