The Destination Marketing Strategy

A detailed marketing strategy for a destination is normally prepared on the basis of the Tourism Development Plan’s study findings. It can be included either in the plan itself or as a separate document. It should flow from the tourism planning process and reflect the vision, goals and objectives of the main plan.

The importance of integrated product development and marketing cannot be over emphasised. Marketing without product development is risky; marketing and product development without an accompanying marketing strategy is futile.

If an area does not have the right product for a particular market segment, no amount of promotion will produce the desired long-term result. The Marketing Strategy needs to objectively examine what the consumer is seeking and how the destination can fulfil that need. It needs to articulate the destination’s identity and positioning, as well as highlight its unique selling proposition.

The destination marketing plan needs to consider and reflect the marketing direction of higher or complementary entities. This may involve integration with the regional tourism plan, the product region development plan,  Tourism Victoria’s strategic plans, as well as, perhaps, plans of adjoining regions and special interest groups, such as vignerons associations and gourmet food groups. It should always be remembered that visitors do not recognise boundaries. They will travel through other areas to get to and from your destination, so collaborating with other towns and regions will not only acknowledge consumer behaviour, but can also be very cost-effective.

Special interest sector plans are particularly important if their product offering is, or is intended to be, a major part of the tourism destination’s proposed image. Similarly, it may also be worth considering the marketing thrust of any major events held in the area. The more marketing synergy that can be achieved between the various plans of local organizations, the greater the destination’s impact is likely to be in the marketplace.