Is your tourism strategy just gathering dust? Here’s how to turn it into real results
Your region has a tourism strategy—but is it actually doing anything?
If your destination strategy is gathering dust on a shelf (physical or digital), you’re not alone. Many regional communities invest in good plans but never quite move from strategy to action.
In this post, we’ll show you how to breathe life into that document and turn it into real, measurable results.
1. Reframe it as a roadmap, not a report
A destination strategy shouldn’t be a one-off project. It’s a living roadmap for growing your visitor economy over time.
Dust it off and revisit the goals—are they still relevant?
Break it into annual or quarterly action plans
Highlight quick wins and long-term projects
Set responsibility and timelines for each item
Tip: Treat it like a business plan for your destination. Review and revise it regularly.
2. Get everyone on the same page
Your strategy won’t work in isolation. You need buy-in from Council, industry, and community.
Present the strategy in a simple, engaging format (not just a 60-page PDF)
Share key goals at town halls or industry catch-ups
Involve stakeholders in the implementation process
When locals feel like it’s their plan too, they’re more likely to back it—and help deliver it.
3. Find the funding (and partners)
Money matters. But lack of funding shouldn’t stop you completely.
Explore:
Grant opportunities at state/federal level
Tourism levies or volunteer contributions
Partnerships with local businesses or neighbouring councils
Using existing resources more effectively (e.g. events team to deliver activation)
Look at your strategy’s priority list and match actions with feasible funding or partnerships.
4. Track what’s working (and what’s not)
Strategic activation means knowing when to pivot. Build in progress checkpoints.
Quarterly reviews with Council and/or local tourism organisations
Use simple KPIs: visitation, revenue, business confidence, media coverage
Celebrate wins and share progress with your community
No one expects miracles overnight—but steady, transparent progress builds trust.
5. Get help if you need it
Implementing a tourism strategy takes time, energy, and expertise—and sometimes, that’s in short supply.
External support can help drive momentum:
Strategic mentoring or advisory support
Project management for priority actions
Experience development or grant application specialists
Investing in activation = getting actual outcomes from your strategy.
Ready to turn your tourism strategy into impact (not just a paperweight)?
Work with us on Strategic Activation – Tilma Group helps regional communities implement tourism strategies that drive real results.
