The Tourism Master Plan Handbook

Download our free guide to unlock the potential of your destination and your stakeholders.

Today’s destination marketers and managers need to balance the quality of life for residents along with the visitor experience. They need to be mindful about the kinds of visitors who would most appreciate the destination’s character, its people and its offering. Most importantly, destination stewards are responsible for helping their communities responsibly grow a tourism industry for the benefit of all.

Tourism master planning, also known as destination development planning, is about taking a strategic, rather than organic, approach to defining an overarching vision and competitive positioning for a destination.

A tourism master plan will identify, innovate and articulate potential products, amenities, programming and experiences—along with corresponding policies and protocols— that will guide the long-term, sustainable planning and design of a city, state or country as a tourism destination.

When built and implemented correctly, a tourism master plan will inspire strategies that respond to the needs of residents, visitors and stakeholders ranging from tourism to economic development to city planning. Download your free handbook below to start your journey.