What is a destination development strategy (and does your region really need one?)

If you’ve ever found yourself wondering,
“What actually is destination development?”
...or
“Does our town really need another tourism plan?”

You're not alone. It’s a term that gets thrown around a lot — especially in regional and rural tourism — but often without much clarity.

In this blog, we’re breaking it down: what a destination development strategy really is, why it matters, and how to know if your region is ready for one.

What is destination development, exactly?

Destination development is the process of creating, enhancing, and managing the tourism offerings, experiences, infrastructure, and support systems within a defined area — with the goal of making it more appealing, accessible, and valuable to visitors and the local community.

In other words: it’s about making your region visitor-ready — without forgetting the locals.

So what’s a destination development strategy?

A destination development strategy is a roadmap that outlines:

• What makes your destination unique

• Who you’re trying to attract (and when)

• What’s missing or underperforming

• How tourism can support your broader regional economic development goals

• The specific actions to take — from infrastructure and signage to events and experience development

It’s a plan with a clear purpose: to guide tourism growth in a way that is sustainable, strategic, and community-led.

How is it different to a tourism marketing strategy?

Great question — and one we hear a lot.

Tourism marketing promotes what already exists.
Destination development improves what you have (and helps create what’s missing).

Marketing says, “Come visit us.”
Development says, “Let’s give them a reason to stay longer and come back.”

Both are important — but they do very different jobs.

Does your region really need one?

Here’s how to know it’s time to invest in a destination development strategy:

You’re relying on one attraction or one season

If your region is overly dependent on a single event, experience, or time of year, you’re at risk. A good strategy helps you diversify.

You’re seeing visitor numbers rise, but not benefits

More tourists don’t always equal more economic impact. A development strategy helps spread the benefits and reduce pressure on hotspots.

Your community is tired of more visitors, but no improvements

Residents need to see the value in tourism — through better infrastructure, local spending, or cultural pride. A well-crafted strategy can help ensure tourism contributes positively to local life.

You’ve got untapped potential

Is there natural beauty no one knows about? Passionate local producers? Arts or cultural stories not yet being told? A destination development strategy identifies what’s under the radar — and helps bring it to life.

The benefits of a strong strategy

Done well, a destination development strategy can:

• Align stakeholders and reduce duplication of effort

• Help secure grant funding for new initiatives

• Strengthen the visitor economy and local jobs

• Support sustainable tourism that protects your assets

• Drive year-round visitation and longer stays

• Improve the visitor experience and community pride

Final thoughts

Destination development isn’t just about bringing in more tourists. It’s about shaping a region that thrives — economically, socially, and culturally — by making the most of what it already has.

So, does your region need one?

If you’re looking for long-term tourism success — not just a short-term marketing bump — the answer is likely yes.

Ready to unlock your region’s tourism potential with a strategy that delivers?

At Tilma Group, we specialise in destination development strategies that are practical, people-first, and tailored to regional communities.

Explore our Destination Development services and let’s build a stronger visitor economy — together.