Whatever the definition of a destination – and there are several – the only thing that really matters is that it makes sense to the most important person involved, the visitor!
Making a destination “work” effectively from a visitor perspective is the essential ingredient of destination management. To do so needs buy-in from the wide range of stakeholders involved in the delivery of that experience, working in partnership to make sure that there are no gaps, or failures, in the provision.
The car parking, toilets, leisure centres, parks, and visitor information provided by Local Authorities, the accommodation, activities, and attractions provided by the Tourism Trade, the cultural and countryside experiences provided by organisations like the National Parks, Cadw and Museums and Galleries, and the all important interaction with the host Community are just some of the myriad pieces of the complex jigsaw that makes up the totality of the destination experience. Knowing how they fit together to make a coherent and pretty picture is key to effective destination management.
Servicing visitor needs requires a commitment to strategic issues from a broad community of
stakeholders impacting upon a destination.
An approach such as this can be achieved by utilising a tool such as the 'Tourism Value Chain' which is invaluable in helping both businesses and organisations to visualise the complete visitor ‘journey’.
For information on progress across Wales click here