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 management plan is gathering dust on a shelf (physical or digital), you’re not alone. Many regional communities invest in good tourism 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 your long-term plan into annual or quarterly action plans
Set responsibility and timelines for each item
Set in advance quarterly action meetings so you can identify what’s on track, what’s not, and what to do next, based on evolving conditions
Highlight quick wins within long-term projects - and communicate these to your stakeholders (operators, staff, Councillors, community…), such as via your local media
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 highlights of your strategy in a simple, engaging format (instead of a 60-page PDF)
Share key goals at 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:
Partnerships with local businesses or neighbouring Councils
Using existing resources more effectively
What can be done within budget
Volunteer contributions
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.
Set in advance quarterly reviews with Council and/or local tourism organisations
Set up goals with measurable 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.
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 Tilma on strategic activation – we help regional communities implement tourism strategies that drive real results.
Book in a discovery call with regional tourism expert Linda Tillman to discuss the kind of help you’re looking for.
Note: This article was written with the support of AI.
