Are you a destination working on a tourism plan? Here are the five key steps to know.

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A tourism strategic plan is a long-term roadmap that defines a destination’s vision, goals, and priority actions for developing and managing its tourism industry. It aligns stakeholders, guides investment, and provides clear direction for sustainable, competitive growth. While strategic planning takes time and collaboration, it ultimately gives destinations the foundation they need to evolve, adapt, and thrive.

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At Trove, we’ve supported more than 25 destinations worldwide, helping them address challenges like seasonality, market diversification, community inclusion, and product development. Our approach balances economic growth with cultural preservation and environmental responsibility so tourism enhances both visitor experiences and residents’ quality of life.

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Step 1: Engage Residents

Responsible tourism planning starts with the people who live in the destination. Engaging residents early ensures that tourism reflects their values, earns their support, and strengthens an authentic “pride of place” shared by locals and visitors alike.

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Using Trove’s Sense of Place Framework, we conduct research, hold fireside chats and resident pop-ups, and speak with artists, historians, business owners, and community leaders to understand what makes a destination distinct. These insights guide everything that follows, from branding and messaging to product development and stewardship, and helping destinations avoid generic positioning and build community trust.

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In Barbados, for example, Trove found that understanding how to express the island’s authentic character to high-income youth travelers was essential to standing out in a crowded market.

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Step 2: Set Up a Steering Group

A strong tourism strategic plan requires coordinated guidance from the people who shape the destination daily. A representative steering group creates a structured forum for ongoing collaboration and ensures all major voices are included.

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A well-rounded steering group includes:

• Local and national government
• Hospitality businesses (hotels, airlines, restaurants)
• Tour operators and visitor associations
• Real estate and investors
• Residents and community leaders

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By interviewing and engaging these groups throughout the process, destinations can surface priorities, identify challenges, test ideas, and build consensus. Tools like pain-point assessments and SWOT analyses help clarify what’s working… and what isn’t.

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We saw the impact of this approach in Cabo Verde, where sustained dialogue among ministries, SMEs, cultural leaders, and community stakeholders helped create a unified vision that aligned national goals with local needs.

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Step 3: Develop a Governance Framework

A successful tourism strategy shouldn’t sit on a shelf. It should serve as a turn-key roadmap for implementation. To make this possible, destinations need a strong governance framework that clarifies decision-making, capital and policy responsibilities, and how progress will be monitored.

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Effective governance depends on two dimensions:

• Vertical integration: National policies must translate into real action at regional and local levels.
• Lateral integration: Agencies such as tourism, environment, transport, and finance must work together rather than in silos.

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We saw this firsthand in Cambodia. Because ministries, local authorities, SMEs, and community organizations were aligned under a coordinated governance structure, multiple recommendations from our strategic plan have already moved into implementation. This is progress that would not be possible without strong inter-agency coordination.

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Step 4: Establish a Measurement System

A tourism strategy is only as strong as a destination’s ability to measure progress and adapt. Long-term success depends on consistent monitoring, community ownership, and alignment across institutions.

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Destinations should establish an accessible Monitoring & Evaluation (M&E) system that includes:

• Baseline indicators
• Community-friendly data tools
• Visitor feedback mechanisms
• Clear reporting templates
• User-friendly dashboards

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These tools help track visitor satisfaction, environmental impact, income generation, inclusion metrics, and other key indicators.

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In Aruba, Trove delivered a measurement toolkit and reporting framework that allows the Aruba Tourism Authority to assess impact independently, adjust strategies, and sustain long-term implementation without external dependence.

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Step 5: Hire an Agency

While the first four steps form the backbone of any strong tourism strategic planning process, developing a full master plan requires specialized expertise. Each destination has unique assets and challenges, so the process must be data-driven and tailored to local context. An experienced agency ensures your strategy is technically sound, actionable, and capable of guiding long-term growth.

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A strong partner brings research, stakeholder engagement, governance design, and measurement tools together into one clear roadmap – turning insights into priorities and helping destinations stay competitive for years to come.

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Let’s Talk

If you’re a destination looking to build long-term success and develop a tourism strategic plan, we’d love to support you.

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