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The Strategic Foundation: Assessing the Situation and Setting a Vision,…
The Strategic Foundation: Assessing the Situation and Setting a Vision, Goals and Objectives
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III/ Setting a Vision, Goals, Objectives and Core Strategies
The vision should be
Inspiring, imaginative and speak to aspirations of stakeholders
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Formulated with broad stakeholder participation, using participatory methods
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The destination vision should be a shared dream of a future destination, based on desired position
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The goals and objectives should be supported by core strategies, which should be directives for achieving the destination goals
Examine the scope for Public Private Finance Initiatives to help upgrade and develop the destination’s infrastructure.
Establish a local Destination Marketing Organisation which makes stimulation of the local business community an early priority.
Use the destination’s outdoor activity strengths to position it as an attractive place for vacations and short-breaks.
Also give early priority to working with other regional DMOs (or equivalents) in marketing and promoting the region and its destinations on the basis of sound market intelligence.
Develop local events that underpin the positioning of the destination whilst also seeking other niche marketing opportunities.
Focus on the market and product development opportunities associated with “wellbeing”, linked to both indoor and outdoor programmes, with these also being developed as niche products in their own right.
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