How do you write a tourism marketing plan?

How to write a tourism marketing plan
  1. Run a SWOT analysis. ...
  2. Identify your value proposition. ...
  3. Create a guest persona. ...
  4. Create a competitor profile. ...
  5. Develop a tourism marketing mix. ...
  6. Factor in budget and resources. ...
  7. Pinpoint goals, metrics, and activities. ...
  8. Plan your marketing roadmap.




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Planning for Success
  • Plan for business growth.
  • Meet and exceed industry benchmarks.
  • Uncover gaps, opportunities and trends.
  • Keep your mission at the core of all activities.
  • Focus your resources and inspire your staff.
  • Create content and track, test, and tweak the ROI (return on investment)


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Tourism marketing is the collective name given to the various marketing strategies businesses use within the tourism industry. This includes, for example, hotels and other forms of accommodation, along with airlines, car rental services, restaurants, entertainment venues, travel agents, and tour operators.

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Planning process for tourism industry comprises the following stages:
  • Study recognition and preparation. ...
  • Setting of objectives or goals for the strategy. ...
  • Survey of existing data. ...
  • Implementation of new surveys. ...
  • Analysis of secondary and primary data. ...
  • Initial policy and plan formulation. ...
  • Recommendations. ...
  • Implementation.


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Tourism marketing is the act of marketing your product or service to a consumer who is taking a trip outside his/her usual environment for less than a year, for a purpose other than employment (business, leisure or other personal purpose). This type of consumer is considered a visitor or tourist.

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Product, Price, Place, and Promotion are the four key points in any tourism business' marketing strategy.

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There are five main tourism sectors of the tourism industry. These sectors are transportation, accommodation, entertainment and attractions, food services, and trade associations and regulators.

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Tourism marketing aims to promote the business, make it stand out from rivals, attract customers, and generate brand awareness. Many modern tourism marketing strategies use the internet, with websites, online adverts, email, and social media platforms often playing a key role.

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The following 12 steps outline the key elements to include in your marketing campaign:
  • Outline your objectives. ...
  • Determine your budget. ...
  • Conduct market research. ...
  • Create a marketing plan. ...
  • Create a campaign schedule. ...
  • Establish an emotional connection. ...
  • Call to action. ...
  • Develop engaging content.


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Types of Tourism Products
  • Accommodations; For example, Taj, ITC Hotels.
  • Transportation; For example, Owning taxis, luxury buses, and boats.
  • Retail Travel Agents.
  • Tour Operators.
  • Shopping Centers such as malls.
  • Cinema Theatres such as PVR.
  • Restaurants for Food and Beverages.
  • Tourism Information Centers.


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These are: visitor satisfaction, community development, resource protection, and economic development. This choice of goals for tourism is not surprising, as ultimately the primary motive for tourism development is likely to be economic gains both on the part of private investors as well as governments (Sinha, 1998).

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The tourism plan should deal with the five key components of tourism:
  • Attractions.
  • Businesses.
  • Infrastructure.
  • Human Resources.
  • Promotion.


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  • Exploration. In this first phase the destination receives few visitors, lured by natural attractions, such as pristine beaches; or by its culture, such as handicrafts or ethnic groups. ...
  • Involvement. ...
  • Development. ...
  • Consolidation. ...
  • Stagnation. ...
  • Decline or rejuvenation.


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