What to grow, or make work in your tourism business easier? Write a simple one-year business plan

Running a tourism business is busy work — between looking after guests, managing bookings, and keeping up with marketing, it’s easy to lose sight of the bigger picture. That’s where a simple 12-month business plan comes in.

It doesn’t have to be long or complicated — just a clear roadmap to help you stay focused and make progress toward your goals.

Here’s how to put one together in a few easy steps.

1. Picture where you want to be

Start by thinking about where you want your business to be this time next year. This is your vision — your bigger-picture goal.

Ask yourself:

• What would success look like in 12 months?

• What do I want to be known for?

• Where would I love to see growth or efficiencies?

For example:

“By next year, we want to be the top-rated farm stay in the region, known for great family experiences and genuine country hospitality.”

Your vision is your “why” — it keeps you motivated and helps guide your decisions through the year.

Be sure to identify how to measure if you’ve achieved your big-picture goal, such as using Google or Booking.com reviews to find out if you are the top-rated farm stay, and to find out if guests are commenting on your family experiences and hospitality.

2. Set a few SMART goals

Once you know where you’re heading, set a few SMART goals to help you get there (and know if you got there). That means goals that are Specific, Measurable, Achievable, Relevant, and Time-bound.

A few examples:

• Increase direct bookings by 25% by the end of the year from 16% of all bookings to 20%.

• Add two new experiences by winter.

• Post regularly on social media to grow engagement by 30%.

SMART goals make it easier to track your progress and stay on course.

While you are writing these goals, also note how you will measure your progress towards them, such as your booking software, or your social media analytics. You might need to write down baseline data now.

3. Map out what you’ll do to get there

Next, list the key actions you’ll take to reach each goal. These are the practical steps that bring your plan to life. Maybe it’s updating your website, partnering with another local business, training staff, using a new software, or running a seasonal promotion.

For example, what tactics will you work on to increase direct bookings? This might be including

• Optimising your website for direct bookings by adding a clear “Book Now” button on every page,

• Offering a small discount, free upgrade, or complimentary local treat for direct bookings,

• Making sure your booking software is quick and easy to use,

• Offering a referral reward to guests who recommend your business to friends or family (when they book).

• Use your booking system or Google Analytics to understand where your guests come from and how they book. Which channels bring the most direct traffic? What pages or posts drive bookings?

Write these down and slot them into a rough month-by-month calendar so you can see what needs to happen when.

4. Keep track of your progress

To know if your plan is working, you’ll need to measure your results. Check in every month or quarter to see how things are going.

You might track:

• Visitor numbers or booking trends

• Website visits and social media stats

• Customer reviews

• Repeat bookings

• Revenue growth

If something’s not working, tweak your approach.

And don’t forget to celebrate your wins — big or small!

5. Keep it short and flexible

Your business plan doesn’t need to be fancy — one or two pages is plenty. The key is to keep it simple, clear, and up to date. Tourism is always changing, so review your plan regularly and adjust as you go.

The bottom line

A 12-month business plan is your map for the year ahead. It helps you stay focused, make better decisions, and keep moving toward your bigger goals.

With a clear vision, a few SMART goals, and regular check-ins, you’ll set yourself up for a stronger, more confident year in your tourism business.

Would you like help?

We regularly support tourism and agritourism business owners to develop business plans - we’d love to help you. Book a discovery call to discuss your needs with us.

Image credit: Lenny K Photography
This article was written with the support of AI