216
Business Travel and Tourism
8 Produce a draft budget including how much it would cost to implement your strategy. 9 Suggest a range of appropriate performance indicators to help the destination evaluate its performance. Your report should be in two sections, as follows: 1 An outline strategy for the destination covering five to ten years, focusing on the strategic dimension of the marketing of the destination. 2 A tactical, short-term marketing plan covering between one and two years. You should tell your client how much money it would cost to implement both of these elements of the marketing strategy, and explain why this expenditure will be worthwhile. To be successful, your report must be: 䊉 䊉 䊉 䊉 䊉 䊉
based on sound analysis of the current situation in the destination realistic about the future prospects for the destination able to demonstrate a good knowledge of the business tourism market realistic about the competition faced by the destination accurate about the financial costs of implementing your proposed strategy clearly divided into long-term strategic activities and short-term tactical actions.
You are also required to produce a separate report outlining what you have learnt from this exercise about destination marketing.