Developing a Destination Management Plan

What is an action plan and why is it important?

  • it is a document for the whole destination agreed on by all of the stakeholders
  • it provides a summary of the current situation
  • it describes how the destination should develop over a period of time
  • it provides a list of projects for the working group to focus on
  • it can be used as supporting evidence in funding applications


Why is the process important?

  • local people get to see - and be involved in - the bigger picture
  • the working group can begin to think long term
  • it can help identify commercial opportunities for local people


How do you produce an action plan?

Firstly you need to compile and analyse the findings from engagement events, destination audit, visitor statistics and feedback

The action plan could include the following:

1. Introduction

Explaining how the working group was established, when engagement activities took place and who was involved.


2. The current destination

Use the information gathered from your engagement event exercise and from your destination audit. Break down into sub headings such as:

  • accommodation
  • sense of place
  • activities
  • attractions
  • infrastructure
  • information provision


3. SWOT Analysis

Use the information gathered from the engagement event exercise as well as any information that has come out during the proccess. For the destination list the:

  • strengths
  • weaknesses
  • opportunities
  • threats


Then list challenges, resources and training required to improve the destination.


4. Project Proposals

You then need to define the key areas of work and assign them to the appropriate party. This could be an individual, sub group or organisation. A timescale for delivery needs to be agreed. Make a record of which organisations or individuals have agreed to forward these projects giving an indication of timescales for development.


What next?

  • Possibly have another engagement event including all the stakeholders to formally agree the content and the proposals - at this point working groups can be agreed and tasks can be allocated.
  • Form sub groups.
  • Take project proposals from the action plan split the main group into groups of interest and work out which projects they would like to work on first.
  • Working group meetings should be held regularly to monitor progress against the action plan.


How do you publicise the action plan?

Once compiled, the action plan should be sent to every tourism stakeholder in the destination so everyone is aware of the work planned. Some of the places that you could publicise the action plan is via:

  • local press
  • public meetings
  • on this website and the Destination Management Wales LinkedIn group
A map showing all projects under the E4G Centres of Excellence