Whether your a tourism business or a destination marketing organisation, projects arise.

A new website. A refresh of the marketing material. A re-brand. A campaign. Reviewing the visitor experience. The list could as infinite as the jobs seem to be.

Before you start pushing pixels, arguing over copywriting, or debating where the logo should include a graphic element, there’s one critical question, one missing link, that almost everyone misses.

What is the strategy?

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Here are some examples from other places in life that demonstrate just how nonsensical it would be, to skip strategy;

  • How would a sports coach ever be able to plan to tackle an opposition, without a strategy?
  • No one ever ran a marathon without first thinking something like ‘I’m going to build up my distance over time….’. No one just goes out and runs without a strategy to achieve their goal. Even if they don’t realize they have a strategy, they do.
  • No at war General’s first decision is where they are going to send which platoons and resources. They decide on a strategy that is achievable, is within their capabilities, with the available resources and time they have.

With goals or objectives in mind, each defines a strategy and only then creates a plan to implement it.

Before you doing anything in your business, for your destination answer – what is the strategy?