Destination Checklist

While the secrets of success of some major tourism destinations are intangible, the following are considered to be the major success factors:

1. Identity ( does the destination have a clearly articulated and authentic image, with tourism appeal ?; what makes the destination stand out from the rest ?; what are its unique selling points ?; what cannot be replicated by other areas ?)
2. Access ( is the destination readily and cost-effectively accessible to the target market segments ?; are they large enough to make a local tourism industry viable ?; is the local road system and public transport adequate to facilitate exploration ?)
3. Quality product & infrastructure (are there sufficient attractions of significant interest and appeal to the target market segments and especially that align with the destination image ?;  is there a variety of accommodation at a suitable standard available to meet the needs of the target market segments ?; what entertainment and activity is there at the destination to engage and stimulate visitors, especially activity that reflects and reinforces the area’s image ?)
4. Industry leadership and synergy (are there leaders in the community who can inspire and direct industry activity?; is there strong private-sector driven regional tourism organizations to work collaboratively with local tourism associations ?; are there strong local tourism associations focussed on their core role of visitor servicing?)
5. Service (is there a culture of customer service among the destination’s tourism, hospitality and retail sector ?; will operators make visitors feel valued and welcomed ?; are operators willing to learn and improve ?;  does the community understand the value of tourism to the local economy ?; has it embraced tourism as having a social as well as an economic benefit ?)
6. Effective distribution (are there systems to cost-effectively deliver information about the destination to people before they leave home and once they arrive in your area ? Decisions about what to visit and experience are often made well in advance of arrival.)
7. Industry synergy (do the various elements of the tourism and hospitality industry appreciate the need to work collectively and collaboratively, through formal and informal networks ? This often includes neighbouring regions)
8. Strategic planning (for integrated and consistent marketing and holistic tourism development that is owned and implemented by all stakeholders)
9. Co-operative marketing (which maximises the effectiveness of industry, local government and state government contributions)
10. Adequate resourcing (is there a genuine partnership between local industry operators, retailers and local government to contribute resources to develop and market the destination, as well as for visitor servicing?; is the resourcing sufficient to enable the local industry to have an impact in a very competitive marketplace ?)