You may be wondering what your tourism goals and objectives should be, or why you should even have them in the first place. As an industry that brings billions of dollars into the global economy each year, it’s clear that people can benefit from it in many ways, both directly and indirectly.
Tourism can help create new jobs, provide increased tax revenue and general economic growth, develop local communities, and much more. But how do you know how to best achieve those goals? This guide will help you determine your tourism goals and objectives so that you can start seeing the results you want to see as soon as possible.
Tourism Goals and Objectives; Destination Focus
Tourism goals and objectives relate directly to tourism goals. Your ultimate goal may be to double foreign tourism in Taiwan, but a number of smaller, more manageable tourism objectives will help you achieve that goal. For example, a tourism objective might be to attract five million visitors by 2025.
This objective should tie directly into your strategy (and vice versa). Once you decide on one or two major destinations, you can start deciding how to reach your overall marketing goals in regard to these specific travel destinations. If your first destination is Japan, for example, it’s important to decide which Japanese cities will make up your primary focus.
These decisions can also impact what type of promotion you’ll need to invest in. If Tokyo is at the top of your list as a target city for increased tourist activity, you’ll want to consider whether billboards along highways are an effective form of advertising for tourists or if there are other options like social media campaigns that would work better for targeting Tokyo residents.
Tourism Goals and Objectives, Daily Targets:
If you want to achieve your tourism goals, set daily targets for yourself. It’s important to have an idea of what you need to accomplish every day in order to meet your goal. Make a list of activities or actions that will bring you closer to accomplishing your target tourism objective.
For example, if your main tourism objective is to increase online sales by 20 percent over a two-month period, then create a list of things you can do each day to get you closer to achieving that number. These can include sending out email marketing campaigns; creating new content; updating social media accounts; creating calls-to-action on your website; etc.
Then stick with it! Once you’ve made your list, check off each item as you complete it so that at the end of each day, you know exactly how much progress has been made toward reaching your daily target. This way, even if one activity doesn’t work out as planned (e.g., no one responds to your email campaign), there are still other items on your checklist that might be able to help reach your overall goal.
Tourism Goals and Objectives; Key Performance Indicators (KPIs):
You’ll need to choose a handful of key performance indicators (KPIs) that will provide actionable insights into your efforts. If your goal is to increase annual tourism expenditures by 10 percent, for example, you’ll want to track how many people have visited from another state or country and how much they spent.
If you’re trying to increase overnight stays, then look at the average length of stay per visitor. Keep in mind that not all KPIs are created equal—some are more important than others so make sure to prioritize what matters most to your business when choosing which ones to track. For example, if revenue is your main focus, then tracking spending may be less important than tracking visitors.
How will you track these KPIs?
You will have to analyze your KPIs on a monthly basis. If you’re still new to tracking KPIs, we recommend using Google Analytics as a first step (Google Analytics also integrates with most other popular platforms). You can then follow up with more in-depth data analysis using Excel or any other statistical tool of your choice.
In addition to measuring how many customers are visiting your website, you should also consider monitoring how much traffic each page is receiving, what their average time spent on the site is, what their bounce rate is (how many people leave after viewing only one page), and how many pages they view before leaving. Once you know these metrics for each page, it’s easier to identify which pages need improvement.
Tourism Goals and Objectives; Marketing Strategy:
Tourism marketing is a huge field. It can include everything from advertising to environmental impact to how your site addresses potential customers (or potential guests). Here are just a few of the things you need to consider when setting up your tourism marketing strategy
1. Who Are Your Customers?
The first step in creating any marketing plan is identifying who you’re trying to reach. If you’re trying to attract tourists, it’s important to understand what they want, where they come from, what their needs are, and what they expect when visiting your destination.
2. How Do You Get Their Attention?
Once you know who you’re targeting, it’s time to start thinking about how you get them interested in visiting your location. This includes developing an overall brand message that will resonate with potential visitors and using traditional media outlets as well as social media campaigns.
3. What Will They Experience When They Arrive?
After getting people to visit your area, you need to make sure they have a great experience once they arrive. This means offering attractions that match their interests and budgets, providing easy transportation options, and making sure there are plenty of activities available during different times of the year.
4. How Will You Measure Success?
Finally, once all these strategies have been put into place, it’s important to measure success so you can continue improving your efforts over time.
Tourism Goals and Objectives; Destination Brand:
Developing a destination brand helps travelers understand what a region or city has to offer in terms of vacation activities, accommodations, recreation, culture, cuisine, and more. To effectively market their tourism industry’s brand identity to potential visitors, companies should invest in creating a cohesive message that highlights their destination’s unique strengths.
A great place to start is by determining your goals (see below). Next, you can begin brainstorming ways to reach those goals. Start with three: one short-term goal, one mid-term goal, and one long-term goal. For example Short-Term Goal: Increase the number of overnight visitors Mid-Term Goal: Attract 1 million annual tourists Long-Term Goal: Become a top 10 travel destination worldwide.
In order to achieve these goals, consider where your audience members are coming from and why they might visit your area. Think about how you will encourage them to visit once they get there, such as lodging options and dining choices. Once you have a general idea of how you want to reach these objectives, it’s time to start marketing! The first step is identifying who exactly needs convincing—your target audience—and where they congregate online.
Tourism Goals and Objectives; Performance Metrics:
To measure performance metrics, use key performance indicators (KPIs) that are specific to tourism. The following are examples of potential KPIs the number of hotel bookings made by domestic tourists in a given month.
The number of hotel bookings made by international tourists in a given month.
The number of airline passengers traveling from an airport in a given month.
A total number of nights spent at hotels in a given year by foreign tourists visiting your country or region. The number of international students enrolled in a local university.
The amount of tax revenue generated from tourism-related activities, such as hotel stays, restaurant visits, and travel services sold to tourists.
The value of exports related to tourism products (such as food, wine, and clothing) sold to international markets.
Developing an Integrated Marketing Communications Plan:
Marketing communications plans guide organizations in developing their marketing objectives, which will help them improve their services or products. An integrated marketing communications plan takes into account that all forms of communication are interrelated and helps bridge gaps among various company departments.
The communications plan also ensures that you consider different channels of delivering your message to your target audience. When organizing an effective marketing communications plan, take a look at these tips.
1. Use customer needs as a guiding principle for creating your marketing communications plan. Know what customers want and how they want it delivered, then figure out how to deliver it cost-effectively by utilizing social media platforms such as Facebook and Twitter.
2. Define your organization’s unique value proposition (UVP). This is what sets you apart from competitors, so be sure to highlight it in every aspect of your marketing efforts.
3. Determine which audiences need to be reached with each piece of content through segmentation analysis.
4. Create content that matches each type of channel. For example, use video on YouTube but use text on Twitter because videos aren’t compatible with tweets due to character limits.
5. Take advantage of free online tools to assist you in creating your marketing communications plan. Many popular software programs have free versions available that can make life easier when planning an effective campaign.
6. Organize your marketing communications plan according to its intended outcome. Understand what success looks like and how it will be measured before putting together any materials, including budgets, timelines and action items.
7. Make sure everyone involved in executing your plan understands his or her role in achieving its goals; assign responsibilities accordingly.
8. Test your plan by running small campaigns first to see if it works. Don’t spend too much money until you know whether your idea has legs.
9. Be ready to adjust as needed based on results from initial campaigns. If something isn’t working, don’t be afraid to change course quickly and pivot toward something more successful.
10. Finally, review and revise your marketing communications plan regularly—at least once per year—to ensure that it continues to meet business objectives effectively over time.