A tourism strategy plan is the result of an in-depth analysis setting out a vision of the tourism industry in a destination or region, the objectives and strategies for achieving them and the actions needed to achieve these objectives. The methodology for creating a tourism strategy plan begins with a thorough analysis of supply and demand in the destination, as well as the identification of existing tourism resources.

The external analysis of a tourism strategy plan encompasses factors such as the political, economic, social, technological and environmental setting, as well as competition and visitor behaviour. Based on the results obtained, the factors with a potential impact on the destination are identified.

The internal analysis of the destination involves an assessment of existing tourism resources and products as well as the potential experiences in the destination. During this phase, methodologies are also employed, such as the participation of stakeholders from the destination’s tourism sector, as well as citizens; both of these, and local authorities, are a key element in identifying and preparing the lines of action to be launched as well as the challenges faced.

The objectives of a tourism strategy plan generally include creating a tourism brand, developing marketing and communication strategies, increasing demand, and improving customer satisfaction.

The analysis of supply and demand focusses on issues such as the seasonality of demand, the main source markets, the price of tourism products, competition, the quality of tourism services, the average stay of visitors, average spending in the destination and most importantly, customer satisfaction.

The tourism strategy plan also addresses the development of a communication and marketing strategy to promote the destination, which involves the creation of a brand and an advertising strategy to increase the visibility and recognition of the destination.

The success of a Strategic Tourism Plan in the destination, as well as its preparation and design, lies in the implementation phase. Defining specific actions, assigning human and economic resources, scheduling actions, complying with milestones, measuring achievements, assessing results, making corrective decisions, periodically assessing visitor satisfaction, etc. are all key factors not only in the execution but also in the sustainability of the destination’s tourism strategy.

A Tourism Quality Plan in the destination is established with a specific time horizon, which tends to be between four and six years.