Strategic Marketing Plan

Successful marketing can influence a potential visitor's destination choice, itinerary planning process and choices, and also encourage word-of-mouth referrals. A Marketing Plan sets the framework and direction for all marketing activities for a destination including market research, brand development and management, advertising and promotion, sales, distribution and cooperative marketing opportunities. The development of a successful strategic marketing plan should:

• Determine the existing and forecast market characteristics for the destination including visitor markets and operating environment;
• Identify Trends and influences that may impact on the target markets of a destination, in their travel preferences and choices;
• Understand the visitor markets’ information-searching and decision-making process and factors that influence destination choice and product selection;

Destination Management Tip

A marketing plan should be underpinned by a clear definition of the destination’s brand and positioning. All marketing efforts should be loyal to this brand to ensure consistency and create brand awareness.
• Engage stakeholders in a collaborative planning process to develop an agreed strategic direction and vision for marketing in the region; as demonstrated by Noosa’s award winning approach to the development of industry partnerships to guide strategic tourism marketing in the region;
• Identify marketing strategies and techniques that are aligned with the destination’s target market segments, vision and values; as highlighted in the marketing strategy of the ‘Australia’s Hunter Valley’ which divided the region into precincts based on the type of tourism experiences available to target different consumer segments;
• Recognise the increasing trend toward e-marketing and use of ICT technologies for promotion and sales and the impact of this trend on a destination’s target market and marketing techniques;
• Develop clear timelines and responsibilities for actions identified in the plan;
• Develop key performance indicators to monitor and review the implementation of the plan;
• Link the destination marketing plan to other regional and state plans;
• Identify funding opportunities including cooperative marketing programs, industry participation and alignment with State marketing programs.

For further information on the development and implementation of marketing activities, including undertaking market research, developing a destination brand and implementing strategies please see the ‘Destination Marketing’ section.

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