Analyzing and Developing Strategies for Tourism Growth in a Declining Overseas Destination

Overview of the Chosen Tourist Destination

Students are required to compose a report in which they analyse the conditions within a tourist destination and develop strategies to support the growth of tourism. Students should base their discussion on a specific destination located overseas that is currently experiencing significant decline in visitation numbers. Within the report students are required to:

• Provide an overview of the chosen tourist destination – location, attractions, history of tourism in the region, changes in visitation numbers, etc.

• Explain at which stage the destination resides, according to The Tourist Area Life Cycle concept (Butler, 1980)

• Explore at least three (3) emerging trends or shifts in consumer travel patterns that may have contributed to the current image of the region. These could be internal or external to the tourist destination.

• Discuss cultural issues that could potentially lead to clashes with visitors in the chosen tourist destination and propose strategies that the destination could implement to promote cultural tolerance & understanding.

• Identify an existing target market for the destination and outline the unique characteristics of these tourism consumers.

• Propose three (3) marketing strategies to target the chosen consumer group. These should be designed to improve the destination’s overall image and future tourism growth. Strategies should be realistic and viable.