TOURISM PLANNING &
DEVELOPMENT
Tourism Policy
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TODAY
• Case study “Kenya”
• Describe the elements of tourism Policy model &
how they are used to form a tourism policy for a
destination
• Explain the roles of tourism organizations at
different levels, global, national, multi-country,
regional & local organizations
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Role of government in the
tourism development
• Kenya’s economy dependent on export crops,
mainly coffee & tea which in mid 1960s prices fell
dramatically; as result......
• Tourism was the alternative sector for the
government
• In Kenya, government played a crucial role in the
development of tourism
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Role of government in the
tourism development
• Tourism industry in Kenya includes unique
tourism attractions, unique wildlife heritage and
beaches
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Roles & activities of government
of Kenya
• Upgraded the department of tourism into Ministry
of Tourism & Wildlife responsible for all matters
to the development & management of tourism
• To establish & manage hotels, restaurants & other
tourist enterprises
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Roles & activities of government
of Kenya
• To train, develop professional manpower
• To promote the tourism products of Kenya in
domestic & international markets
• To regulate & control the establishment of hotels,
restaurants
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Roles & activities of government
of Kenya
• Establishment of Kenya Tourism Development
Corporation (KTDC) which became the public
investment arm in the tourism sector
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Roles & activities of government
of Kenya
• The government created a good conditions to
attract external foreign (multi-national) capital
investment through tax concessions & other
facilities
• As consequences of active involvement of
government resulted in rapid & expanded
development
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Kenya’s well developed &
flourishing tourism sector is in
decline
• In 1998 hotel occupancy has been less that 50% in
most of the country’s major tourism centers
• Decline of the number of tourist arrivals to Kenya;
there was 20% drop in international arrivals.
• The coast region which receives over 60% of total
tourists arrivals was a major decline of almost
50% from 250 000 tourists(1996) to less than 125
000 arrivals (1997).
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Lessons learned (what went
wrong?)
• From the beginning stage, there was lack of
expertise in the development & implementation of
appropriate tourism policy
• Over the years the Kenya Government basically
promoted the development of mass tourism with
only aim of increasing foreign exchange receipts.
• There were no clear regulations on the location &
distribution of the tourism facilities relative to
existing social & environmental considerations
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Lessons learned
• Rapid development resulted in unplanned tourism,
because of the lack of appropriate land-use policy
regulations
• Private investors tended to put their capital in
locations perceived to have high potential for
quick profit (Coast, popular wildlife parks)
• Weak infrastructure;
• Reduction of the quality of tourism product
• Kenya is not an attractive destination anymore
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Alternative tourism policy
framework
• From centralized government to decentralized
government
• Government should detach itself from direct
involvement
• Government invitation of foreign tourism experts
which:
– Appears good on paper, but rarely implemented
because of lack of implementation procedures/tourism
expertise
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Alternative tourism policy
framework
• There is a need for the government to include
participation of the broader scope of tourism
stakeholders
• Tourism policy should be flexible & dynamic
process, assessment & evaluation
• Government should minimize the dominant role &
control of foreign multi-national tourism corp.
• Locals should be empowered to determine what
forms of tourism they want to develop in their
respective communities
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Alternative tourism policy
framework
key questions
• What role should tourism play in the overall regional &
national economy?
• What form or type of tourism programs should the country
develop & Why?
• What forms of private sector investments should be
encouraged in the development of tourism industry?
• What role should local communities play in the design,
planning, implementation and management of the tourism
projects
• What could be the social and environmental impacts of
tourism development?
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CONCLUSIONS
• Because of socio-economic conditions in most of
the Third World, especially in Africa, government
has always to play a major role in the development
of tourism
• The current situation indicates that there is a need
for the government to redefine its role of the
development of tourism vis-á-vis that of other
interest groups
• Finally, government should concentrate on
creating an enabling legal and socio-economic
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environment for private sector initiative to develop
Tourism Policy…… define?
• Tourism Policy is “ whatever governments choose
to do or not to do” (Hall and Jenkins 1995)
• Tourism policy-making is inherently a political
activity, affected by the formal structures of
governments
• A tourism policy provides a set of guidelines for
all those directly and indirectly involved in
tourism by specifying broad goals, objectives,
priorities and actions for the future development
of tourism.
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TOURISM POLICY MODEL
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TOURISM POLICY
FORMULATION
•
DESTINATION AREA NEEDS & TOURISM
GOALS
CONSTRAINTS
•
–
–
•
EXTERNAL- CLIMATE, ECONOMY etc.
INTERNAL-AVAILABILITY OF LAND/INVESTMEN/
HR, LOCAL USE, QUALITY OF ATTRACTIONS.
TOURISM OBJECTIVES/ SPECIFIC GOALS
–
CONFLICT MIGHT BE ARISE: CASINOS
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ELEMENTS OF A TOURISM
POLICY MODEL
• TOURISM POLICY
–
–
–
–
PROGRAMMES
STRATEGIES
PRIORITIES &
ACTIONS
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TOURISM STRATEGY FOR
WALES 2000-2010
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ACTIONS/environment
• Raise awareness of the business benefits
• Ensure that business in receipt of WTB grant
support are held accountable for compliance with
approved environmental friendly criteria
• Encourage visitors to Wales to consider use of
public transport.
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TOURISM STRATEGY FOR
WALES 2000-2010
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ACTIONS/community
• Encourage the development of community tourism
partnerships
• Encourage tourism businesses to source a greater
proportion of goods & services from local
suppliers, to employ local people & to deliver a
distinctive Welsh experience for visitors.
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TOURISM STRATEGY FOR
WALES 2000-2010
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ACTIONS/extending the season
• Increase the emphasis given in UK marketing
strategies to national campaigns promoting nonpeak season short/additional holidays.
• Encourage accommodation and attraction
businesses and essential infrastructure facilities to
open for a longer season
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GEOGRAPHICAL GROUPINGS
OF TOURISM
ORGANIZATIONS
•
•
•
•
•
GLOBAL ORGANIZATIONS
MULTI-COUNTRY REGIONAL
ORGANIZATIONS
NATIONAL TOURISM ORGANIZATIONS
PROVINCIAL OR REGIONAL ORGANIZATIONS
LOCAL TOURISM ORGANIZATIONS
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INTERNATIONAL TOURISM
STIMULATORS
•
•
•
•
WTO
WORLD BANK
WTTC
UNITED NATIONS DEVELOPMENT
PROGRAMME (UNDP) (UNEP)
• EUROPEAN COMMUNITY (EC)
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WORLD TOURISM
ORGANIZATION
(WTO)
•
•
•
•
•
•
COMMUNICATION & DOCUMENTATION
COOPERATION FOR DEVELOPMENT
EDUCATION AND TRAINING
ENVIRONMENT AND PLANNING
QUALITY OF TOURISM SERVICES
STATISTICS AND MARKET RESEARCH
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MULTI-COUNTRY REGIONAL
TOURISM ORGANIZATIONS
•
•
•
•
•
•
INTERNATIONAL COOPERATION
REDUCING BARRIERS TO TRAVEL
CONDUCTING RESEARCH
QUALITY IMPROVEMENT
DEVELOPING COMMON STANDARDS
SHARING OF INFORMATION
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NTO/NTA
• INDEPENDENT MINISTRY:
GOVERNMENTAL, PART OF THE CIVIL
SERVICE (INDONISIA)
• GOVERNMENTAL AGENCY OR BUREAU
(TAT, CHILE)
• QUANGO’S: QUASI-PUBLIC,
GOVERNMENT-FUNDED AUTHORITY,
BOARD
• PRIVAT, INDIRECTLY SUPPORTED BY
GOVERNMENTAL FUNDING
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NTO’S
SUPPLY-SIDE ROLES
•
•
•
•
•
CONDUCTING INVENTORIES AND
ASSESSMENTS OF TH DESTINATION
COORDINATING THE NATIONAL TOURISM
PLANNING PROCESS
ESTABLISHING STANDARDS
OPERATING TRAINING AND EDUCATION
PROGRAMS
PROVIDING FINANCIAL INCENTIVES
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NTO’S
DEMAND-SIDE ROLES
•
•
•
•
FACILITATING INBOUND INTERNATIONAL
TRAVEL
CONDUCTING MARKETING RESEARCH
MARKETING INBOUND INTERNATIONAL
TRAVEL
REPRESENTING THE NATION’S TOURISM IN
FOREIGN COUNTRIES
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RTO/LTO
THEIR ROLES
•
•
•
•
•
•
PROMOTING DOMESTIC TRAVEL
TRAVEL INFORMATION CENTRES
FAMILIARIZATION TRIPS
TOURISM DEVELOPMENT
OFFERING TRANING & EDUCATION
DEVELOPING PACKAGE TOURS
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Questions
• Which key questions should be considered when
designing a tourism policy?
• What are the components of Tourism Policy
Model?
• What are the roles of WTO/RTO?
• What is meant by: QUANGO’S?
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Next week
• Tourism Planning Process
• Mill & Morrison: chapter 5
• Reader: Tourism Development in Anguilla
p.52-58
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