tourism planning questions

The 25 Most Frequently Asked Travel Questions—Answered

By CNT Editors

What are the most surreal places to visit?

Some of the strangest places on earth are also the most sublime : from the UFO-like dragon's blood trees in Yemen to a rainbow-colored hot spring in Yellowstone to a bridge in Germany that looks like a leftover prop from Lord of the Rings.

Why do you need to turn off all your electronic devices before an airplane takes off and lands?

We've been taught to fear the interference of our portable devices and an airplane's sensitive electronic systems. And despite being told to turn off our darn phones, four out of ten passengers, it seems, disregard these warnings , since there's little hard evidence behind claims that electromagnetic emissions from devices can muddle airplane computers. Still, there's ample anecdotal corroboration, like the flight where a 30-degree navigation error was rectified simply by asking a passenger to turn off a portable DVD player. The issue is still being debated, so if in doubt, flick that Off switch. We might, eventually, long for the days when a chatty seatmate couldn’t make an hour-long phone call.

Do you have to be rich to travel the world?

The beauty of travel is that it’s accessible to everyone, in some form. You don't have to go far to experience a new culture. Plus there are several ways to make most flights affordable, whether by being flexible , searching on new websites like Skypicker and Fareness , or just by planning ahead. Know the best time to book a flight : 57 days in advance for domestic flights, 117 for international. Then again, you could just make traveling the world your 9-to-5.

What are some common items savvy travelers bring with them (that less-savvy travelers don’t)?

Don’t forget a small power strip—ideal for sharing a crowded outlet in an airport, and a simple way to keep all devices close by once at a hotel. (Combine that with a Zolt —which powers a laptop and two devices with a charger the size of a lipstick—and it’s even handier.) Keep a photograph of your luggage and passport on your smartphone; lose either of them, and you’ll be grateful for the reference. Pack a scarf—always. And since calling Nespresso coffee is an insult to baristas everywhere, the best in-room alternate is the Aeropress , a nifty gizmo that’s portable, light, and makes killer morning joe almost anywhere.

What’s it really like to be a travel writer?

"For every beautiful beach hideaway, there’s been a missed flight or delay; for every delicious meal, a nasty case of 'Delhi belly," says Traveler contributing editor Krisanne Fordham in her story on this very topic . In short: Traveling for a living is equal parts rewarding and challenging, satisfying and smelly. It teaches you to live—not linger, but really live—outside your comfort zone, to always pack a portable Wi-Fi hotspot, and to never check your bag again.

What are some things airline pilots won’t tell you?

There’s no better Bible of in-flight secrets than Air Babylon , a rollicking romp through 24 hours at an airport compiling anonymous tell-alls from a raft of staff. One sample tidbit: Aviation law decrees that after an onboard death (more common than you’d imagine), planes must land at the nearest airport. No airline wants to pay fines for being delayed, so no one is officially declared dead on board until the plane is landing at its destination.

Where are the best places to travel alone?

Well, we certainly don't recommend Tahiti, where there's an all-but-constant reminder at every juncture that you are alone , a sad friendless figure lurking amid the glowing honeymooners. There are a few places, though, where visiting solo is a bonus, not a burden: notably cruises, yoga retreats, and treks across Europe.

Who makes the best travel bags?

There’s more to in-flight baggage than a boring black rollaboard. Here are some ideas for every kind of trip , including a dapper retro case from Globetrotter worthy of David Livingstone .

Is India a good travel destination?

One of the best in the world, with a vast variety of destinations clustered together in a single country, from the Miami-esque glitz of Mumbai to the Raj-era holdovers in Kolkata, the parched landscapes and Tuscany-like city states in Rajasthan or the quiet backwaters of Kerala. Here’s some inspiration for planning the perfect first-timer’s trip , or you can pore over the site for our India-based sister magazine.

How do you pack a suit?

Don’t wear that suit if you want it to arrive wrinkle-free. Instead, heed the advice of our style editor, Jayna Maleri: "Hold your jacket in front of you, with the front facing you, and fold length-wise in half away from you (so the buttons are on the fold and the shoulders are touching). Then carefully turn one shoulder inside out, and wrap it over the other shoulder (you'll know you're on the right track if the lining is now on the outside). Then fold the jacket one more time, in half width-wise. Fold your trousers carefully in half (use their natural crease as your guide), then place the folded jacket on top of them, near the knees. Fold the pants carefully around the jacket, and pack the bundle in the bottom of your luggage. Follow these steps and we promise, it won’t need a frantic steaming in the hotel shower."

What’s the best way to sleep on a plane?

Some seasoned travelers might swear by that knockout cocktail known as an Ambientini (a sleeping pill with a vodka chaser). There are better, safer ways , though—including pre-flight exercise and a few drops of lavender essential oil.

What are some of the best travel locations that most people have not heard of?

We’re all keen to explore countries and destinations that are unspoiled or unexpected, even if we’re probably still subconsciously following trends. ( This year , Myanmar, Mozambique’s Bazaruto Archipelago, and Sri Lanka are some of our planned far-flung getaways.) But we'd also like to reframe this question: What are some of the best destinations you haven't heard of in well-known, heavily trafficked cities? Paris, perhaps, or London? Consider somewhere reasonably central, but slightly under the radar—say, Canal St. Martin in Paris and Shoreditch in London. They're easy to reach and a offer a wonderful "wow"moment of discovery.

What are the best airport hacks?

Download the GateGuru app before your next trip: It shows maps and amenities for any terminal, so you can better plan where to eat lunch or whether you can arrive early for a quick manicure. Don't forget that Zolt charger we mentioned earlier, so your phone doesn't die before takeoff. And, of course, sign up for Global Entry.

If I visit your country, what’s the one meal I shouldn’t miss?

It’s the same answer everywhere: breakfast. No meal is more distinctive or diverse. While sandwiches for lunch might be a global go-to, breakfast is still gloriously localized, whether you're eating bird’s nest–like pancakes filled with spicy curry in Sri Lanka or flaky, just-baked croissants in France. In Russia, however, it’s probably best just to skip it.

How do you get a flight upgrade?

The days of relying on an amenable attitude and a smile to score a cushy seat are, sadly, over. But some strategies still work : First, fly often and use miles whenever you can. And never underestimate the power of a good old-fashioned complaint when an airline overbooks your flight.

What’s it like to quit your job, grab a backpack, and travel the world?

Tons of people dream about leaving their jobs to travel, and while that semi-permanent vacation can often be exactly what you've imagined, you're guaranteed to encounter a few surprises—not all of them pleasant. Here's the truth—and the best way to prepare yourself—from a woman who did it .

NYC or San Fran?

As New Yorkers, we're biased in favor of bagels, de Blasio and the Bronx (and it seems like our readers agree ). We’ll admit it, though: You can spend a killer long weekend in Manhattan or the Bay Area .

Who’s the most interesting person you’ve ever met on a plane?

We can’t match the experience of a guy who met his wife on a plane, but we’ve encountered chatty ex-congressmen keen to tell the real-life story behind a blockbuster movie. And if you're lucky, you get to sit next to Bill Murray. Then again, the most interesting people aren’t necessarily fellow passengers but the crew: wedged onto a jump seat, staring straight at you, it’s easy enough to strike up casual chatter. We’ll never forget the veteran ex-Pan Ammer who regaled us on and off for an entire flight with stories. It was like a trip to aviation’s Golden Age rather than to California.

Global Entry or TSA PreCheck?

They’re both a boon to frequent travelers but we’re firm fans of Global Entry , which costs only $15 more than TSA PreCheck and will likely automatically generate the latter most times you check in for a domestic flight.

What’s the best city in the world?

We'll defer to the best experts—our readers. In this year’s Readers’ Choice Awards , the best cities in the world include Budapest and Florence, while stateside, New York is the top big city and the best small city is Charleston, S.C., a long-time favorite.

Which airline is best?

According to our readers, internationally, it remains the perennially beloved Singapore Airlines. Meanwhile, Virgin America has been deemed the best domestic carrier ever since it launched in 2007.

What are the most beautiful beaches in the world?

Antigua may claim to have 365 beaches, one each for every day of the year, but other strips of sand rival the Caribbean island for sheer beauty (we’ll take quality over quantity any time). Here are some suggestions, from an overlooked island in the Philippines to a beach made up of jet black sand in Hawaii.

What are the most beautiful places in the world?

Beauty may be subjective, but who would argue against any of these 50 choices , whether Yemen’s futuristic forest of dragon’s blood trees or the Blue City of Jodhpur?

What are the best apps for travel?

By far the best transit guide ( RIP HopStop ) is CityMapper . It's free, and offers real-time directions via public transport, on foot, or by car plus a plethora of nifty bonuses for a selection of major world cities, from Tokyo to London, New York and even Hamburg. Even if you’re not wondering whether the inbound aircraft will make it on time for your flight, there’s a wondrous joy to watching the crowded skies via another free app, FlightRadar24 . LoungeBuddy (also free) helps with trips to unfamiliar destinations, allowing you to verify what status or access you might have to a refreshment oasis at the airport. We’ve used Postagram several times to send cards from places, like Russia, where they’re hard to find—the app is free and stateside delivery of that personalized keepsake costs just 99 cents apiece.

Where should I go now?

Year-end is full of listicles recommending must-sees for the year ahead—and we’re no exception . Head to Sri Lanka, Colombia, Miami, and yes, back to Paris.

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How to Develop an Effective Tourism Strategy for your Destination

Written by Chris Seek on September 16, 2019 . Posted in Blog , Strategic Planning .

“Why do we need another plan?”   We hear this question a lot at Solimar when asked to help a tourism destination develop a national, regional, or destination specific sustainable tourism strategy. We know that most of the destinations we work with have a cabinet full of previous studies and plans that were developed but never implemented. So, we understand and empathize with tourism stakeholders that may be reluctant to spend more time in consultation meetings to discuss the challenges and actions needed for the tourism industry.   As a sustainable tourism consulting firm, we believe strongly that every tourism destination needs a tourism strategy, or a long-term tourism plan that unites the industry and the government to puruse a shared vision for sustainable tourism development and management.   But the question is how do you develop a tourism strategy that is implemented and doesn’t just end up on the shelf?

Based upon our tourism planning and implementation experience in more than 500 destinations around the globe, we know that tourism strategies often fail, but rarely because of a lack of good ideas. In our experience, we believe the process is just as important as the end tourism strategy.   We see the keys to successful strategic tourism planning include:  

• Buy-in and consensus, from the wide range of public and private sector stakeholders that will be needed for successful strategy execution. Solimar uses a variety of tools and proven approaches for achieving that buy-in and consensus.
• Detailed action plans that clearly define timelines, responsibilities, and the human and financial resources that will be required for plan implementation. Unlike most tourism planners, Solimar implements most of the tourism development strategies that we develop. That experience gives us valuable perspectives in defining action plans that are time-bound, practical and achievable.  
• A focus on demand-driven solutions. While policy frameworks, training, and infrastructure development are all important components of a comprehensive tourism development plan, increased demand is the primary and ultimately the only sustainable driver of more frequent and affordable airlift, product diversification, and improved service delivery.  

Solimar’s sustainable tourism strategic planning process is centered around helping tourism stakeholders answer 4 main questions:

• Where are we now? –   what is the current situation with our tourism industry?   How is the industry performing? How do we compare to our competition? What are our tourism assets? What tourism services are available for visitors? Who is responsible for tourism policy, management, marketing, investment, etc? How is the industry organized?   But most importantly – what are the main challenges that are preventing our industry from reaching its full potential?   Through a careful review of tourism statistics, previous studies, online research, and interviews and surveys with tourism stakeholders we are able to develop a tourism sector analysis or a tourism situation analysis that sets the foundation for the tourism strategy.
• Where do we want to go? – the vision statement is one of the most important components of a tourism strategy. The objective of the visioning process is to build consensus around a shared vision for the future of the tourism industry in the destination.   Solimar uses a variety of different approaches to create a shared vision but this is mainly achieved through a participatory planning workshop where stakeholders come together and think into the future and describe a tourism industry that they would like to see for their destination.   How has tourism changed from today?   What is improved?   What remains the same?   Asking tourism stakeholders to describe their desired future of the tourism industry shows that while stakeholders have many different opinions about what needs to be done and what should be prioritized, they often share a common vision for what they want tourism to look like in the future for their destination.
• How do we get there? – Once a shared vision is agreed upon , the next question is how the vision will be achieved and how best to organize action plans to be implemented. While every tourism destination is unique and has its own challenges and priorities, most tourism strategies tend to prioritize 5-6 main pillars of the strategy that we call strategic objectives or strategic goals.   These tend to be focused around improving Policy/Coordination, Marketing, Product/Destination Development, Workforce Development, Sustainability and other topics that flow from the participatory planning process.   After defining these main pillars, the next and most important step of the strategic planning process is to define the specific strategies to be implemented to achieve these goals.   Individual s trategies are the main components of the document and what provides the direction for the industry to realize the vision. Through stakeholder interviews and outcomes from the tourism planning workshop these strategies are identified and grouped under the corresponding goals. A description of each strategy is important to help everyone understand what is being proposed and why.   The last and very important step is the creation of detailed action plans.   These action plans are developed through working groups that include the public and private sector, conservation and community organizations, and other stakeholders. The key to action planning is aligning the action plan updating and reporting with the government’s own annual work planning and budgeting.
• How do we know we’ve arrived? – Indicators are an important tool in a strategic plan to define quantifiable targets that can be used to measure the results of the strategy implementation process. Indicators should include not only economic performance, but also sustainability and other policy focused metrics that demonstrate progress towards realizing the vision and communicate progress.

A wise man once said “Without goals, and plans to reach them, you are like a ship that has set sail with no destination”.   Tourism is not the type of industry you want to allow to set sail without a clear direction and someone at the helm. Sustainable tourism planning provides an important tool to bring tourism stakeholders together and define in their own terms how tourism can and should contribute to a desired future for their destination and community.

If you are a tourism manager or someone interested in learning more about Solimar’s strategic planning process, click here for an informational video that discusses our methodology in greater depth.

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Effective tourism destination planning.

The concept of tourism was introduced when early civilizations across the world started to travel for commerce and religious purposes, while some say tourism found its roots in the 17th century.

The Travel and Tourism Industry saw monumental growth during the second half of the 20th century when backpacking around Europe became a thing.

And today tourism industry is one the largest and fastest growing industry and sector responsible for economic growth. While it has great potential to boost the overall economy, strategic tourism planning is required to reap the benefits of the powerful and ever-expanding industry.

Destination and stakeholders must carry out purposeful, comprehensive, and, most importantly, inclusive strategic tourism planning. While we know that tourism destination planning is done to increase the tourism activities in the nation, but it is the responsibility of the authorities to make sure it is culturally appropriate for the citizens residing in it to support long-term success and sustainable growth.

While the trajectory of the tourism industry is unclear due to the covid-19 wave, now is the time to plan and adapt tourism destination planning and development strategies.

What is destination planning?

How to start planning for destination development.

We need to understand the importance of developing tourism in a way that it provides/adds great benefits to stakeholders while conserving the natural assets for generations. To up the tourism game of a destination will never be a straight path, it will require critical research and strategic tourism planning and defining the best-suited tourism marketing plan for the destination.

The world we all live in is home to infinite unique destinations waiting to be charted and show the world their unique features and assets, and diversity is the strength that we must undeniably safeguard. Saying that safeguarding the undeniable strength is no secret recipe, just a few points to keep in mind while deciding the steps of destination planning.

Steps of Destination Planning

Step 1 – Comprehensive Destination Assessment: A comprehensive destination assessment is the first vital step any destination or its stakeholder must take to understand the destination and its touristic approach.

Step 2 – Long-term approach: Comprehensive assessment must follow the long-term direction and should leave enough room for unforeseen circumstances, changing trends, and competition.

Step 3 – Record Consumer Behavior: Amid rising ecological consciousness or the ever-increasing presence of technologies, it is a must to record the behavior of the traveler.

When is the right time?

In the hope of economic prosperity and tourist dollars, the rapid expansion of the sector has set destinations to compete on a global scale. Before we hop on this train of the tourism destination planning process.

World travel and tourism council (WTTC), in a comprehensive study, outlines 75+ factors responsible for tourism growth. From tourist attractions and infrastructure to accommodations, connectivity, as well as overall economic development and tourism policies. The factors listed are essential factors

responsible to determine how prepared a destination is and the resulting challenges. It is necessary to keep in mind that the success potential of a destination does not depend on the number of arrivals but on effective resource management.

Meanwhile, as it is important to know when to start, it is equally important to know when to hit the brakes. Uncontrolled tourism development can result in environmental degradation, waste mismanagement, rising prices, overcrowding, social unrest among residents and overall exceeding of destinations’ capacity. Suggested Read:  Event Tourism – Impact and Types

Who should lead the effort?

Government plays an important role in the implementation of appropriate investment decisions, regulations, and policies and in mitigating the negative impact of tourism development.

Good governance should lead tourism destination planning to establish appropriate administrative structures and frameworks for private and public sector cooperation, regulate the protection of heritage, assist in education and training, and will identify clear developmental objectives.

A DMO is a destination's strategic leader; it directs and coordinates the efforts of various organizations and people to achieve a common objective. The DMO serves as a mediator and advisor, pooling resources, and knowledge to provide key stakeholders with the resources they need to thrive by fostering strategic alliances between the local government, citizens, small enterprises, and NGOs. By bridging the gap between locals and tourists, a DMO will enable cooperative efforts to maximize the economic benefits of tourism. Suggested Read:  Tourism Planning: Importance, Benefits, Types & Levels

Frequently Asked Questions

Q1. what is destination planning in tourism, q2. what are the five a’s of tourist destinations.

A2. The five A’s of tourist destinations are:

• Accommodation
• Accessibility
• Attractions

Q3. What are the three features that make tourist destinations a hit?

A3. The three features that make tourist destinations a hit:

Q4. What are the main purposes of tourism destination planning?

A4. Destination planning ensures cultural and environmental protection while providing economic growth for local communities.

Q5. Who is responsible for tourism destination planning?

A5. Generally, this task is given to the government of the area. The government appoints a Destination Management Organization (DMO) that leads and coordinates the activities of tour operators, travel suppliers and other stakeholders towards a common goal.

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Master Plan

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?”

Destination Master Plans

”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. World Tourism Forum assists destinations approach this fragmented industry through undertaking a strategic tourism master plan.”

World Tourism Forum’s goal is to contribute to improving the destinations’ profitability and their long-term sustainability through innovative tourism master plans, improving their competitiveness, creating partnerships and engages the public and private sectors to encourage 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.

At the end of our comprehensive process, destinations will have a 5-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

Need a Master Plan ?

Why tourism planning is important

Disclaimer: Some posts on Tourism Teacher may contain affiliate links. If you appreciate this content, you can show your support by making a purchase through these links or by buying me a coffee . Thank you for your support!

Tourism planning should be an integral part of any destination’s tourism development plan in order to achieve the best results and satisfy all stakeholders. Tourism planning is key to maintaining sustainable tourism and whilst some destinations do this very well, others (often developing countries), fail the recognise the importance of effective tourism development planning.

In this post I will explain why tourism planning is so important and recommend some literature for further reading on this topic. This information on tourism planning should be helpful to a number of tourism stakeholders, including business entrepreneurs, Government bodies and tourism workers. It is also useful for those studying travel and tourism as well as those who have a general interest in the subject. For an introduction to the concept of tourism policy and planning visit this post- ‘ The different levels of tourism policy and planning ‘. 

Wait! Before you read on, take a look at the short video that I created all about the importance of tourism planning! 

What is tourism planning?

Tourism development refers to the growth and maintenance of the tourism industry in a given locality. And, of course, tourism planning is a very important part of this.

On a basic level, tourism development can be defined as creating strategies and plans to increase/develop/encourage tourism for a destination. The fundamental reason behind planning and implementing strategies for developing the tourism sector is primarily to make money and to subsequently increase the GDP of a country/area.

You might also be interested in my post- ‘ What is tourism? A definition of tourism ‘ 

Tourism development consists of many elements including, but not limited to: developing and managing private-public partnerships, assessing the competitors to gain competitive advantage, ensuring responsible and sustainable development, viewing tourism as an interconnected system and a demand-driven sector, assessing private sector investment and international cooperation, tourism clustering and involvement by the Government.

According to Williams cited in Mason (2003);  

‘The aim of modern planning is to seek optimal solutions to perceived problems and that it is designed to increase and, hopefully maximise development benefits, which will produce predictable outcomes’.

And Getz (1987) cited in Pearce (1989) defines tourism planning as;

“A process, based on research and evaluation, which seeks to optimise the potential contribution of tourism to human welfare and environmental quality”

Tourism development planning should be an integral part of any destination’s tourism plan in order to achieve the best results and satisfy all stakeholders. Tourism development planning is key to maintaining sustainable tourism and whilst some destinations do this very well, others (often developing countries), fail the recognise the importance of effective tourism development planning.

What is tourism development planning?

Tourism development refers to the growth and maintenance of the tourism industry in a given locality. And, of course, planning is a very important part of this.

Basic stages in tourism development planning

Tourism development planning is no simple task and there are many variables to consider. There are also different levels of tourism planning and policy . Fortunately , destinations can learn lessons from other areas which have been successful or otherwise. Take for example, over dependence on tourism in Egypt as I explain in this post- Why Unpaid Business is Better than No Business: The Case of the Egyptian Boatman. It is also worthwhile to look at the tourism policies of similar destinations. Some strong examples include Jamaica and Cape Town .

On a basic level, the main stages in tourism development planning include: the analysis of previous tourist development; evaluation of the position of tourism in the area including competition; formulation of relevant tourism policy by Government; the defining of a development strategy and the formation of a programme of action.

The benefits of tourism development

Tourism development planning enables a range of benefits to all stakeholders involved, for example:

• It increases income and jobs from tourist spending
• It helps preserve cultural and natural heritage for tourists
• It increases understanding of other cultures
• It builds new facilities such as sewage for whole communities or new roads

The costs of tourism development

There are also some costs which must be considered and planned for, which include:

• Costs of implementing tourist facilities can be costly
• The environment can be destructed to make room for hotels etc. to be built
• Social standards may be undermined e.g. topless women in Dubai
• The natural environment may be polluted

Formulating an approach to tourism policy and planning

There are six ‘golden rules’ that should be applied when formulating an approach to tourism policy and planning, as outlined by Inskeep (1991).

• Goal oriented

Clear recognition of tourism’s role in achieving broad national and community goals

• Integrative

Incorporating tourism policy and planning into the mainstream of planning for the economy, land use and infrastructure, conservation and environment

• Market driven

Planning for tourism development that trades successfully in a competitive global marketplace

• Resource driven

Developing tourism which build on the destination’s inherent strengths whilst protecting and enhancing the attributes and experiences of current tourism assets

• Consultative

Incorporating the wider community attitudes, needs and wants to determine what is acceptable to the population

Drawing on primary or secondary research to provide conceptual or predictive support for planners including the experiences of other tourism destinations

Why tourism development planning is important

Tourism development planning really can make or break a destination. If done well, it can ensure the longevity of the tourism industry in the area, take good care of the environment, have positive economic outcomes and a positive benefit to the community.

If done badly , tourism development can destroy the very environment or culture that it relies on. It can disrupt local economies, cause inflation and negative effects to local people and businesses. Unfortunately, developing countries tend to suffer the most from negative impacts such as these, largely as a result of limited education and experience in contrast with Western nations. For more on this topic, you can read this post.

If you wish to cite any of the content in the post please use reference ‘Stainton, Hayley. (2018) Lifeasabutterfly .’

§§cs§§

For more on what constitutes tourism planning I recommend that you refer to the texts Tourism Policy and Planning: Yesterday, Today, and Tomorrow by Edgell and Swanson and Tourism Planning and Destination Marketing by Camilleri .

Tourism development planning is no simple task and there are many variables to consider. There are also different levels of tourism planning and policy. Fortunately, destinations can learn lessons from other areas which have been successful or otherwise. Take for example, over dependence on tourism in Egypt as I explain in this post- Why Unpaid Business is Better than No Business: The Case of the Egyptian Boatman. It is also worthwhile to look at the tourism policies of similar destinations. Some strong examples include Jamaica and Cape Town .

You might also be interested in my post- ‘ Best Universities In The UK To Study Travel and Tourism ‘

There are six ‘golden rules’ that should be applied when formulating an approach to tourism planning and policy, as outlined by Inskeep (1991).

You might also be interested in my post- ‘ What is ‘begpacking’ and why is it so bad ?’

Tourism planning really can make or break a destination. If done well, it can ensure the longevity of the tourism industry in the area, take good care of the environment, have positive economic outcomes and a positive benefit to the community.

If done badly, tourism development can destroy the very environment or culture that it relies on. It can disrupt local economies, cause inflation and negative effects to local people and businesses. Unfortunately, developing countries tend to suffer the most from negative impacts such as these, largely as a result of limited education and experience in contrast with Western nations.

For more on this topic, I recommend the following texts:

Tourism Policy and Planning: Yesterday, Today, and Tomorrow

Tourism Planning and Destination Marketing

Leisure, Sport and Tourism, Politics, Policy and Planning

Tourism Planning: Policies, Processes and Relationships

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Please note you do not have access to teaching notes, tourism planning: a perspective paper.

Tourism Review

ISSN : 1660-5373

Article publication date: 19 December 2019

Issue publication date: 20 February 2020

The purpose of this paper is to analyse past tourism planning and discuss how it is going to evolve in the future.

Design/methodology/approach

The paper is based on literature review, but it also advances a model for future tourism planning.

The paper demonstrates that there is a strong need for tourism planning to be carried out with close links between territorial planning and its economics and management.

Research limitations/implications

The paper is not based on primary data collection.

Practical implications

The paper is useful for planners, academics and practitioners. It shows how a new planning model may be put in practice in the future.

Social implications

By linking physical and economic planning, the paper has good management implications to involve people and make them benefit from tourism.

Originality/value

Most tourism models fail to associate physical and economic planning, while this paper brings an innovative perspective of doing this.

• Destinations

Costa, C. (2020), "Tourism planning: a perspective paper", Tourism Review , Vol. 75 No. 1, pp. 198-202. https://doi.org/10.1108/TR-09-2019-0394

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Copyright © 2019, Emerald Publishing Limited

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Questions & More Information

Answers to the most commonly asked questions here

Tourism Planning

Tourism Planning: The written account of projected future course of action or scheme aimed at achieving or targeting specific goals or objectives within a specific time period is called a Plan.  A Tourism plan explains in detail what needs to be done, when to be done, how to be done, and by whom to be done. It often includes best case, expected case, and worst case scenarios or situations. 

A plan is usually a map or list of steps with timing and available resources, used to achieve an objective to do something.  It is commonly understood as a temporary set of projected actions through which one believes that the goals or targets would be achieved.  

Plans can be formal or informal:

Structured and formal plans, utilised by numerous people, are more likely to occur in projects, diplomacy, careers, economic development, military campaigns, combat, sports, games, agriculture, technology, tourism, IT, Telecommunication etc. or in the conduct of other businesses. 

In most cases, the absence of a well-laid plan can have high effects: for example, a nonrobust project plan can cost the organization long time and high cost. 

The persons to fulfill their various quests do informal or adhoc planning. But, what most importantly matters is the extensiveness, time interval, and preciousness of the plans. Though, all these planning categories are not self-governing and dependent on each other. 

For example, there is an intimate connection between short-range and long-range plans and tactical (strategic) & functional (operational) planning classifications.

For businesses, sector planning’s (such as IT, telecommunication, services, banking, tourism, agriculture etc.) and military purposes formal plans used to a greater level. They are conceptualized, thought as abstract ideas, are likely to be written down, drawn up or otherwise stored in a form that is accessible to multiple people across time and space. This allows more reliable collaboration in the execution of the plan.

Tourism Planning and the Need for Tourism Planning  

Planning is one of the most important project management and time management techniques or methods. It involves preparing or forming of a sequence of action steps to achieve some specific desired goals.  If you do it effectively and efficiently, you can reduce much of the necessary time and effort used in achieving the goal. 

A plan is like a map or a blueprint which would fetch you results slowly & steady according to a time frame.  Whenever, you are following any plan, you are able to know how much you have neared to your assignment objectives or how much distant you are from your goals. 

Why is planning important?

• To set direction and priorities for the workforce in the organisation:

The strategy is the chief requirement of the organization, in order to achieve the targets.  The strategies give the route and primacies (priorities) for your organization. It describes your organization’s perspective and gives an order to the activities that will make the perspective into reality. 

Read more on World Federation of Tourist Guide Associations (WFTGA)

The plan will assist the team in achieving goals and also give them familiarity about the tasks.  The plainly defined and appropriate strategy will give priority initiatives that will drive  the maximum success.

• To get everyone on the same room or the same box:

An organisation has different departments, but a single goal. That’s, why different departments work in a way that add to the goals of the organization. 

Hence, a strategy is required, so that all actions move in one direction. Then only, the various departments such as marketing, administration, sales, operations etc. can move together to accomplish the anticipated goals of the organisation. Tourism Planning

• To simplify decision-making process within the organisation:

Whenever, there are targets, there are different solutions. The team also may have new philosophies or probable solutions. Therefore, you need a definite plan, so there are no inhibiting factors. 

• To drive alignment:

Many a times, inspite of the best labour, you reach nowhere. The reason is that the efforts or labour is done in areas, which are of no use.  Hence, the effort should coincide with the priorities or primacies.  The plan serves as a vehicle for answering the enquiry, that “How well we can use all the resources such as material, man, machine etc. to upsurge our tactical (strategic) success?

• To communicate the message to everyone:

The countless managers in the top level management know how to make an effective plan/strategy, at which position their organisation is, what they need to do and where they need to be there  Many a time, the strategies are not written down and the various aspects in the plan are not linked systematically. 

Then, only few members of your team can work towards your goals. Therefore, it’s very important that your team, staff, customers, suppliers and other stakeholder’s know your plan of action and strategy base, this will lead to better probability of success and more efforts pouring in. Tourism Planning

Also read Contribution of Tour Guiding in Sustainability

Once, you ascertain your goal, you are in a good position to make a solid proof plan in which role of each team member is defined.  There are very less managers, who have understanding of situations and actually comprehend to make the greatest use of their part in smoothing policy (Eagles, McCool, Haynes, Philips, & United Nations Environment Programme, 2002). 

Techniques of Plan formulation 

It involves a number of steps: 

• Collection of information (data):

The most noteworthy phase of economic planning is the gathering of the economic data.  The data not only contains economic defining variables, but also descriptive variables such as demographical, topographical, and political data.  The economic planning also contains non-quantitative variables.  And surely in order to collect appropriate data the planner should have intra-disciplinary as well as inter-disciplinary knowledge. 

• Deciding the nature and duration of the plan:

After the collection of data in context to the economy.  Now the next step is deciding the nature and period (time duration) of the plan. Now, the planner has to decide the planning levels i.e. micro or macro basis, functional (practical) or structural (operational),centralised (central) or decentralised (distributed), long or medium or short term etc. The medium term plan generally comprises 5 years and is enough time periods to apply its drivers, strategies and approaches.

Also read Goals and objective of sustainable tourism development

• Setting up of the objectives:

The third step after setting the nature and time period of the plan is setting the goals or objectives or aim of the plan.  And, surely these objectives will have to be realized in a fixed time schedule. Generally, most of the objectives related to economy of the country are related to advanced progress rate of GNP, reduction in joblessness, eradication of local discrepancies, removal of illiteracy, growth of farming and manufacturing areas, etc.  

After, the planner has analysed the ground situation and given the objectives.  Now, the planner has to establish these objectives depending on the eminence/Significance to the individuals and the economy in totality.

• Determination of growth rate:

While framing the plan, the planner has to determine the growth rate i.e. at what rate the economy will grow through this time interval. Whatever plan, the planner and policy makers decide at least, it should maintain the per capita income level of the country. The plan should be such that the per capita income do not decreases or affect the progress of the country negatively.

And, such a thing is possible, if the growth rate of GNP or growth rate of the country and growth rate or progress of the population is same. But this growth rate is least recommended.  Rather, the planner will choose for that growth rate which is better than the population rate.  “For example, if India wants to maintain its present per capita income while population is growing at the rate of 8% p.a., then the obligatory GNP growth rate should not be less than 8%.  If we want to grow GNP by 8%, NI should grow @ 16%. 

If the capital output ratio (COR) is 1:3, then we will have to invest 16% of GNP.  While defining the growth rate, the planner must keep in view the growth rate of other adjoining or developing countries like Pakistan, China, Sri Lanka, Indonesia, Bangladesh, etc.” Tourism Planning

• Full utilisation of financial resources of the plan:  

The utilization of resources including the fiscal resources should be in a way that the predetermined objectives are realized. The various resources used in a plan of a country are human resources, natural resources, technology, worthy governance, entrepreneurial skills, financial resources etc. Therefore, from these resources or sources advantages or profits can be achieved.

Read more Local Community Involvement in Tourism Development

Broadly it can be categorized into renewable or renewal resources. Advantages of resource application may be augmented prosperity or needs, appropriate operation of a system, or boosted welfare. With the resource allocation, resource management is also crucial in a plan. The various resources have three basic attributes- “utility, limited availability, and potential for depletion or consumption.”

In order to accomplish the planning requirements, outside (external) resources are also used, when internal (inside) resources fall short. The outside resources generally comprises of foreign relief and support, foreign grants, foreign direct investment, and foreign borrowings from various International Financial Institutions (IFI’s) and rich countries.

The role of government is important and cannot be ignored. They plan and take various roles depending upon the environment of the country. When, a country is developed, their role more becomes as a facilitator, while in case of developing or poor countries, they have to actively participate in it. They have to implement plans as well as pour on their resources. 

Whenever, the plans have been made by the government, they are sent to the necessary departments with goals, necessary steps and outlays. Thereafter, the concerned ministries or departments see the feasibility of the sent projects and give recommendations about the feasibility (viability) of various schemes and projects of the plan. Here, the government organisations are asked of their keeping in mind the sectorial distribution and extent of the plan. There are also some projects where partnership occurs between governmental and private sectors. Here, the government may play role of a catalyst or facilitator and there may be some revenue sharing understandings. 

• Formation of economic policies:

In planning, plans are fine. The role of planners is fine. But, most importantly the plans should be able to give the desired results. The results should have more positive effects than the negative effects. Here, economic programmes, policies or strategies play a substantial role. As, they act as a gasoline to the locomotive of economic development. Also, the plans implemented should be based on ground or current scenario, rather than being picked from other countries, environments or sectors.

• Plan execution:  

The final phase of planning is plan operation. And, for actual implementation of plan, following conditions cannot be ignored: 

• The regime should be steady, truthful, genuine and productive.
• The organisational (administrative) system should be well-organized,
• i.e. free of nepotism, dishonesty, enticement, red tapism.
• Upkeep of law and order inside the nation.
• There should be equivalent level of involvement of both private and public sectors in economic growth.
• Keep a check on convenience and electronic up keep of government records, monetary proclamations and cost statements. Tourism Planning
• The opposition should be Watchful and productive. (Wagner, Frick, & Schupp, 2007)
• Different countries use planning models/techniques dependent upon the nature of the economy. 
• The availability of the data, the volume to use and manage such techniques and models. 

Read more Tourism Policy formulation Bodies in India

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How to Create a Social Media Marketing Strategy in 9 Easy Steps [Free Template]

Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.

In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.

How to create a social media strategy:

Bonus: Get a free social media strategy template   to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

What is a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.

Create. Schedule. Publish. Engage. Measure. Win.

Creating your own social media marketing strategy (video guide)

No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:

How to create a social media marketing strategy in 9 steps

Step 1. choose goals that align to business objectives, set s.m.a.r.t. goals.

The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI) .

Each of your social media marketing goals should be SMART : s pecific, m easurable, a ttainable, r elevant and t ime-bound.

Psst: Need help getting started? We’ve got social strategy guides for small businesses , financial services , government , higher education , healthcare , real estate , law firms , and non-profits .

Oh, and if you need examples of smart social media goals , we’ve got you covered there too.

Once you’ve decided on your goals, track them in a social media strategy doc — grab our free template if you don’t have one already.

Track meaningful metrics

Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.

For inspiration, take a look at these 19 essential social media metrics .

You may want to track different goals for different social media networks, or even different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.

Start developing a successful social media marketing plan by writing down at least three goals for social media.

“ It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”

Step 2. Learn everything you can about your audience

Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.

When it comes to your ideal customer, you should know things like:

• Average income
• Typical job title or industry

Here’s a simple guide and template for creating audience/buyer personas .

Don’t forget to document this information in your strategy doc!

Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.

Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.

Check out our guide to using social media analytics and the tools you need to track them .

Step 3. Get to know your competition

Odds are your competitors are already using social media, and that means you can learn from what they’re doing.

Conduct a competitive analysis

A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot opportunities and weaknesses you can document in your social strategy doc.

Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.

Use social media listening

Social listening is another way to keep an eye on your competitors.

Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?

Pro tip : Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.

Try Hootsuite for free. You can cancel anytime.

As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.

Use this kind of intel to optimize and inform your own social media marketing strategy.

Just don’t go overboard on the spy tactics, Amanda advises. “ Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”

Step 4. Do a social media audit

If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:

• What’s working, and what’s not?
• Who is engaging with you?
• What are your most valuable partnerships?
• Which networks does your target audience use?
• How does your social media presence compare to the competition?

Once you collect that information, you’ll be ready to start thinking about ways to improve.

We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.

Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.

To help you decide, ask yourself the following questions:

• Is my audience here?
• If so, how are they using this platform?
• Can I use this account to help achieve my goals?

Asking these tough questions will keep your social media strategy focused.

Look for impostor accounts

During the audit, you may discover fake accounts using your business name or the names of your products.

These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.

You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.

Here’s how to get verified on:

• X (Twitter)

Step 5. Set up accounts and improve profiles

Decide which networks to use.

As you decide which social networks to use, you will also need to define your strategy for each.

Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer : “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. [X], on the other hand, is designated for customer service.”

Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

Pro tip : Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.

Example: “We will use X for customer support to keep email and call volumes down.”

Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”

One more: “We will use Instagram to highlight new products and repost quality content from influencers.”

If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Note : While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan .

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.

• Make sure you fill out all profile fields
• Include keywords people would use to search for your business
• Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable

Pro tip : Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.

We’ve also got step-by-step guides for each network to walk you through the process:

• Create a Facebook business page
• Create an Instagram business account
• Create a TikTok account
• Create a X (Twitter) business account
• Create a Snapchat account
• Create a LinkedIn Company Page
• Create a Pinterest business account
• Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.

Optimize your profiles (and content) for search

Never heard of social SEO ? It’s time to learn.

44% of Gen Z consumers use social platforms to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.

That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.

Step 6. Find inspiration

While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.

“ I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”

Social media success stories

You can usually find these on the business section of the social network’s website. ( Here’s Facebook’s , for example.)

Case studies can offer valuable insights that you can apply to your own social media plan.

Award-winning accounts and campaigns

You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.

For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.

Your favorite brands on social media

Who do you enjoy following on social media? What do they do that compels people to engage and share their content?

National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.

View this post on Instagram A post shared by National Geographic (@natgeo)

Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.

And Lush Cosmetics is a great example of superior customer service on X. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.

Source: lushcosmetics on X

Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?

Consistency also helps keep your content on-brand even if you have multiple people on your social media team.

For more on this, read our guide on establishing a compelling brand voice on social media .

Ask your followers

Consumers can also offer social media inspiration.

What are your target customers talking about online? What can you learn about their wants and needs?

If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.

Step 7. Create a social media content calendar

Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.

Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).

Set your posting schedule

Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.

Your calendar also ensures your posts are spaced out appropriately and published at the best times to post .

Pro tip: You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite.

Hootsuite’s Best Time to Publish feature

Determine the right content mix

Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.

(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)

You might decide that:

• 50% of content will drive traffic back to your website
• 25% of content will be curated from other sources
• 20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)
• 5% of content will be about your company culture

Placing these different post types in your content calendar will ensure you maintain the right mix.

If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule :

• 80% of your posts should inform, educate, or entertain your audience
• 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds :

• One-third of your content promotes your business, converts readers, and generates profit.
• One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
• One-third of your content is personal interactions with your audience

Whatever you decide on, be sure to document it in your strategy doc.

Don’t post too much or too little

If you’re starting a social media marketing strategy from scratch, you may not have figured out how often to post to each network for maximum engagement yet.

Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.

Start with these posting frequency recommendations:

• Instagram (feed): 3-7 times per week
• TikTok: 3-5 times per week
• Facebook: 1-2 times per day
• X (Twitter): 1-5 times per day
• LinkedIn: 1-5 times per day

Pro tip : Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.

We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.

Try It Free

Step 8. Create compelling content

Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.

If you’re not sure what to post, here’s a long list of social media content ideas to get you started. Or (to make it even easier) you can use an AI tool like OwlyWriter to generate on-brand content in a flash.

The idea here is to:

• Keep your content aligned with the purpose of each network;
• Show other stakeholders (if applicable) what kind of content they can expect to see on each network.

This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!

Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.

For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.

It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.

We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.

The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.

This brings us to Step 9.

Step 9. Track performance and make adjustments

Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.

As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.

That’s why it’s important to document your progress along the way.

Look at performance metrics

In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.

Benchmark your results

You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.

If you’ve got Hootsuite Analytics , you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.

You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.

You’ll also find resources to improve your performance  right in the summary section:

Re-evaluate, test, and do it all again

Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.

You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.

Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.

Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.

Finalizing your social media strategy

Spoiler alert: nothing is final.

Social media moves fast. New networks emerge, others go through demographic shifts.

Your business will go through periods of change as well.

All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.

When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:

Social media strategy template

Ready to start documenting? Grab your free social media strategy template below!

What’s next? When you’re ready to put your plan into action, we’re here to help…

Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:

• Plan, create, and schedule posts to every network
• Track relevant keywords, topics, and accounts
• Stay on top of engagement with a universal inbox
• Get easy-to-understand performance reports and improve your strategy as needed

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With files from Shannon Tien .

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Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.

As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.

As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.

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