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Visioning

A tourism vision statement for a destination is essential for engaging stakeholders with a common direction for destination management. A tourism-specific vision will allow for an agreed focus for how tourism in a destination should be planned, developed, managed and marketed over time. Read more
A tourism vision statement for a destination is essential for engaging stakeholders with a common direction for destination management. A tourism-specific vision will allow for an agreed focus for how tourism in a destination should be planned, developed, managed and marketed over time. A vision statement is an aspirational statement that provides clear decision-making criteria for future development and management. An effective vision statement:

    Destination Management Tip

    A visioning exercise can assist stakeholders in discussing and identifying a clear and agreed tourism vision for a destination.

  • Provides the basis for the strategic direction of the destination;
  • Identifies the core values and principles of the destination in the long-term;
  • Aligns with destination’s values and culture;
  • Aligns with stakeholder goals and ideals;
  • Focuses on long-term aspiration and sustainability;
  • Is clear and unambiguous;
  • Provides a memorable and engaging focus;
  • Is realistic in its aspirations and goals.

 

The Gold Coast Tourism Visioning Project and the Sustainable Tourism Vision for North Stradbroke Island Project provide best practice examples of the development of a stakeholder agreed and relevant tourism vision for a destination. In the ‘Local Government Pathways to Sustainable Tourism’ resource, the Sustainable Tourism Cooperative Research Centre provides a framework for undertaking a tourism visioning exercise with stakeholders. A visioning exercise should include consideration of:

 

  • The timeframe of the vision;
  • Who the vision is for and who needs to be involved in the development of the vision statement;
  • Development of short future tourism scenarios - a description of the preferred future tourism destination;
  • Grouping of stakeholder future tourism scenarios to develop goals and values for the destination;
  • Identification of things that are not aligned with the destination’s goals and values;
  • Developing of short phrases that can form a vision based on the future scenario themes, goals;
  • Drafting of vision statements for review and discussion;
  • Review of vision statement against goals and future scenario to ensure consistency.

 

A vision statement should form the basis for the strategic planning process of destination management. For more information on strategic planning please see the Strategic Plan section.


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