THE DESTINATION MARKETING STRATEGY

The Destination Marketing Strategy

A detailed marketing strategy for a destination normally evolves from the broad recommendations of the Tourism Plan. It can be included either in the plan itself or as a separate document. It should flow from the tourism planning process and reflect the vision, goals and objectives of the main plan.

The importance of integrated product development and marketing cannot be over-stated. Marketing without product development is risky; product development without an accompanying marketing strategy is often futile.

If an area does not have the right product for a particular market segment,

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