Application
This unit describes the performance outcomes, skills and knowledge required to develop and implement a strategic tourism plan in a local or regional area. It requires the ability to develop the plan in consultation with the local community and monitor its success in the context of the overall and long-term operation of tourism as an industry in the area.
The unit applies to those working at senior levels in local, regional, state or territory tourism organisations who have a strategic tourism planning role.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Conduct research to support tourism planning. | 1.1.Gather and analyse current internal and external business and market information. 1.2.Evaluate and consult with others about overall approach to tourism development in the area. 1.3.Research and develop an inventory of tourism infrastructure and carrying capacity of the area. 1.4.Analyse product and service gaps and potential for future development and innovation. 1.5.Analyse current skill profile and potential skills gaps in local labour force. 1.6.Assess community impacts, including environmental, social, cultural and economic factors and opportunities. 1.7.Conduct community consultations. 1.8.Investigate community and industry resources available to implement the plan. |
2. Develop tourism plan. | 2.1.Create plan that includes clear strategic and tactical focus, identifying priorities, responsibilities and timelines. 2.2.Integrate financially-sound resource strategies and take advantage of new and emerging technologies. 2.3.Propose administrative framework and systems capable of supporting the plan. 2.4.Consult appropriate colleagues during planning process. 2.5.Develop performance indicators, contingency plans and evaluation methods. 2.6.Submit plan to appropriate authority for approval prior to implementation. |
3. Implement and monitor tourism plan. | 3.1.Initiate an internal and external communications strategy. 3.2.Implement and monitor actions according to schedule and contingencies. 3.3.Develop progress and other reports according to organisational requirements. 3.4.Involve community in tourism issues on an ongoing basis. |
4. Evaluate tourism plans. | 4.1.Assess plan effectiveness using agreed evaluation methods and develop new or alternative approaches as required. 4.2.Submit changes for consideration and approval by appropriate authority. 4.3.Implement and communicate agreed changes. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
develop a local or regional tourism plan that demonstrates the following:
understanding of key tourism issues in the local area or region
an effective planning process, including development of strategic responses to complex community and organisational issues
consultation and communication with diverse stakeholders
implement the strategic tourism plan and evaluate its success in the context of the overall operation of tourism in the area, using at least two of the following evaluation methods:
community feedback
industry feedback
marketing exposure achieved
research on business performance, such as research into attendance numbers, enquiry levels, occupancy levels, retail sales or tour sales.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
key stakeholders in local, regional, state or territory, and national tourism organisations and the structures of these organisations at each level
roles of key stakeholders in the tourism planning process
tourism infrastructure to be considered in tourism planning:
accommodation
attractions
conference facilities
retail
tours
transport
visitor information services
environmental, social, cultural and economic aspects of the area that impact planning:
current economic status and profile of tourism
community attitudes
features of environmentally or culturally sensitive areas
natural and man-made attractions
main industries, past and present
socio-economic factors
features of the area in relation to other areas, either nearby or with similar profiles
potential community impacts:
benefits:
cultural benefits and, cultural preservation
economic benefits to local community
employment opportunities
greater understanding between host and visitor cultures
improved local facilities
visitor education
costs:
damage to environmentally or culturally sensitive areas
effect on social structures
trivialisation of culture
current tourism operators and product base in the area, and opportunities to extend these
distribution and marketing networks currently supporting the tourism product base, and opportunities to extend these
market competitors and the main features of those areas and their tourism strategies
resource strategies relevant to plan, as specified in the performance evidence:
financial
human
physical
strategic planning methodologies, key stages and content requirements
community and industry resources for tourism plan implementation:
current market position
expertise of those likely to implement the plan
individual tourism operators who are prepared to contribute to the plan
local government resources
local skill profile
local tourist associations or other industry bodies
opportunities for cooperative approaches
opportunities for sponsorship
potential for state or federal assistance
community consultation approaches and, features, costs and benefits of:
media strategies
consultation formats
stakeholder engagement.
Assessment Conditions
Skills must be demonstrated in a local, regional, state or territory tourism organisation. This can be:
an industry workplace
a simulated industry environment set up for the purposes of assessment.
Assessment must ensure access to:
local or regional tourism area for which a plan can be developed
current tourism industry information and data on the area
community stakeholders for participation in consultation these can be:
host community
investors
government authorities
land management agencies; or
individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors; and:
have worked in industry for at least three years where they have applied the skills and knowledge of this unit of competency.
Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Reading skills to: | interpret wide ranging information from a variety of potentially unfamiliar sources. |
Writing skills to: | develop complex documents that include a strategic and tactical focus prepare consultation information. |
Oral communication skills to: | manage consultation with the broad community and key community stakeholders facilitate information sessions. |
Numeracy skills to: | research statistical data estimate financial impacts of different strategies. |
Problem-solving skills to: | work with different community views about tourism. |
Initiative and enterprise skills to: | evaluate complex market and business information and develop strategic responses. |
Planning and organising skills to: | coordinate planning processes that involve multiple stages and inputs. |
Sectors
Competency Field
Planning and Product Development