Tag: tourism strategy

Visitor Experiences are Still Job #1. Only More so!

Marketing digitalization has made strategy more complex than ever, but the key difference is that destination brands are controlled by the market and no longer just by the brand managers and therefore must concentrate their efforts in delivering the promised experience

The World Bank builds country ownership in the National Tourism Strategy of Georgia

This case study showcases how not only execution but also tourism development planning requires strong contribution and engagement by local stakeholders. Without a good understanding of the local reality, planning is rather unlikely to be successful.

The innovation challenge in destinations

Destinations rivalry in the globalized travel market is stronger than ever, for it is necessary to develop ongoing innovation practices in many aspects of the business.

Typical challenges in mature destinations (I)

Mature destination face many different types of challenges which require both specific and holistic strategies, one of which is re-clustering the destination

Clustering strategy for mature destinations

Beyond planning and structuring developing destinations, clustering strategy may also be helpful for mature destinations, despite the very different challenges to tackle

Clustering benefits for profitability and growth

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

Clustering benefits for competitiveness

Clustering strategy is not only to leverage natural or cultural heritage, but also to structure the tourism offer more efficiently, hence improving the destination competitiveness

Cluster based competitive advantages

Considering clusters as tourism destinations, there are many possible sources of cluster based competitive advantages, many of which are up to operators and destination planners.

The origins of tourism clusters

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.