Tourism Master Plans

A tourism master plan is the roadmap for destination success. It is a crucial first step that will address three important questions: “Where are we?” “Where do we want to go?” “How do we get there?”

Tourism is now commonly viewed not only as a major source of employment, but also as a tool for conservation and a catalyst for urban and rural regeneration. Solimar assists destinations approach this fragmented industry in a planned and orderly fashion through undertaking a strategic tourism master plan.

Solimar’s tourism master plans provide a comprehensive look at all of the destination’s assets, where are the biggest opportunities for growth, what are the main roadblocks, and how can they be overcome. The strategy is created with a blend of in-depth research and personal consultation with local businesses, government officials, and residents.

Our approach also ensures that your master plan is implemented–and does not end up on a shelf collecting dust. Understanding that tourism is a diverse and complex industry with a variety of interlinking stakeholders, we employ a collaborative approach that engages the public and private sector and encourages their participation and commitment to achieve a shared vision for the destination. The master planning process will secure local buy-in, define the actionable steps needed to achieve common goals, and provide you with the ability to track results and adapt to changes when needed.

At the end of our comprehensive process, destinations will have a 10- to 20-year strategic vision, strategy, and action plan for developing tourism in a sustainable manner for the benefit of local residents, investors, and tourism operators.

What to Expect

  • Destination Assessment – A comprehensive assessment of the destination brand, attractions, product quality, and a thorough assessment of tourism’s enabling environment and policies
  • Destination Vision – A shared view of the destination’s desired qualities in the long-term
  • Focus on Demand – Analysis of visitation levels and travel habits to and within the destination among important niche traveler segments
  • Visitation Goals and Sales Targets – Targets for visitor arrivals in the short-term and long-term delineated by visitor profile
  • Product Development Action Plan – Approach for the creation or improvement of tours, lodging, attractions, events, and visitor services that can enhance the visitor experience. Includes opportunities to attract investment
  • Marketing Goals and Opportunities – Strategies to increase awareness among target markets, driving sales, and reaching visitation goals
  • Monitoring and Evaluation Plan – Key performance indicators with time bound targets and a methodology to collect the data to analyze the success of all destination initiatives

Project Examples

  • Cayman Islands National Tourism Plan

    Cayman Islands National Tourism Plan

    Development of a National Tourism Management Plan (2017-2021) for the Cayman Islands
  • Georgia National and Regional Tourism Plans

    Georgia National and Regional Tourism Plans

    Developing Tourism Strategies for the Mtskheta-Mtianeti and Samtskhe-Javakheti regions as well as assisting the Georgia National Tourism Administration (GNTA) with the preparation of a National-level Strategy
  • Tribal Tourism in the Northern Great Plains

    Tribal Tourism in the Northern Great Plains

    Developing a strategy for tribal tourism in the Northern Great Plains of the United States
  • Liberia Ecotourism Study

    Liberia Ecotourism Study

    A Study of the Tourism and Ecotourism Potential in Targeted Landscapes

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    1. Where are we? After you have identified an area prime for destination development, one of the next steps should be conducting a destination tourism assessment. This assessment will provide an analysis of the competition in your region as a tourist destination and help implement the steps you need to take for your tourism planning. The market […]

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    “We rely confidently on Solimar's deep technical experience and professionalism as tourism consultants. You always are exceeding our expectations.”
    Leila Calnan, Senior Manager, Tourism Services Cardno Emerging Markets

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