refers to the Indonesian National Work Competency Standards in SKKNI Ministry of Manpower and destination development regulations. Kemenparekraf, how to develop a tourism marketing plan must start from the situation analysis to the determination of measurable performance indicators.
For practitioners, understanding this plot is the main benchmark for competence in the field. Therefore, a good planning document must combine real data with a targeted execution strategy.
Why is the tourism marketing plan so crucial?
The tourism marketing plan is a strategic document that maps the direction of promotion, budget allocation, and targeted tourist visits based on objective data. based on certification standards in BNSP, this document serves to minimize the risk of failure of the efficiency of the promotion budget for a destination.
In professional practice standards, the marketing plan is a work reference that unites the perceptions of all stakeholders. Without structured planning, promotional programs risk not being right on target. Therefore, the preparation of marketing designs must be based on scientific methodologies and valid market analysis.
5 Practical Stages How to Develop a Tourism Marketing Plan
The process of preparing a tourism marketing plan follows the stages of structured planning, from basic data collection to periodic performance evaluation.
1. Analysis of market situations and trends
The initial stage begins by identifying the internal and external conditions of the destination using the SWOT and PESTEL methods. This step includes collecting tourist demographic data, competitor analysis, and current travel trends. Understanding market data is a fundamental part of tourism marketing consultant duties So that the resulting recommendation has a strong basis.
2. Determination of target market and destination position (STP)
After the data is collected, the next step is to formulate segmenting, targeting, and Positioning (STP). Destination managers must determine the criteria for tourists who want to be specifically targeted. In addition, determination Positioning underscores the unique advantageUnique Selling Proposition) that distinguishes destinations from competitors.
3. Develop a marketing mix & Promotion Strategy
At this stage, the concept is derived into the marketing mix (7P: Product, Price, Place, Promotion, People, Process, Physical Evidence). Designing consultant tourist destination marketing strategy integrated through digital and conventional media, combining Content Marketing, maintenance Event, as well as collaboration with a network of travel agents.
4. Preparation of budget and implementation schedule
A systematic strategy requires a realistic execution plan. Create budget details for each promotional activity and set a timeline (Timeline) implementation. The allocation of funds must be adjusted to the estimated rate of return on investment (ROI) destination.
5. KPI evaluation and measurement
The last stage is to establish the main performance indicators (Key Performance Indicator / KPI). The measured metrics include the number of visits, length of stay (Length of stay), as well as the average tourist expenditure. Periodic evaluations ensure that all strategies run on target.
main components of tourism marketing plan documents
The complete tourism marketing plan document contains situation analysis, strategic objectives, marketing mix formulation, work plan, and evaluation instrument.
Each component of the document must be clearly structured so that it can be executed by the operational team and regional stakeholders:
| Document Elements | Brief description | main output |
| Executive Summary | Summary of the entire contents of the planning document. | Project Overview |
| Situation Analysis | mapping of internal and market conditions. | SWOT Matrix & Pestel |
| STP strategy | segmentation, target, and position of the destination. | Target Tourist Profile |
| Action Plan & Estimate | Details of promotional activities and cost allocation. | Timeline & Cost Budget Plan |
| Evaluation Instrument | measuring the success of the marketing program. | KPI & Review schedule |
Validasi Kompetensi Penyusunan Rencana Pemasaran Lewat Sertifikasi BNSP
The ability to compile tourism marketing documents according to industry standards can be validated through official state qualifications. This assessment process assesses the evidence of the real work of the prospective assessor based on the standard criteria for national agencies.
In the certification scheme, these skills are tested based on the relevant competency unit standards of SKKNI Ministry of Manpower. In contrast to regular training, the certification focuses the assessment on proving experience and work portfolio.
For those of you who want to get official qualification recognition, register yourself in the scheme Tourism Marketing Consultant Young Expert Certification Those who are officially registered through the certification body, can be with our LSP Jana Dharma Indonesia.
- whatsapp : 0813-8058-460
- instagram : @jana_dharma_indonesia
- Email : lspp.janadharmaindonesia@gmail.com
- address : Jl. Arimbi No.01, Kragilan, Sinduadi, Kec. Mlati, Sleman Regency, Special Region of Yogyakarta
FAQ questions about tourism marketing planning
What is the difference between a marketing strategy and a tourism marketing plan?
The marketing strategy focuses on the direction and big concept of achieving long-term goals. Meanwhile, the marketing plan is a detailed operational document that includes work schedules, budget allocations, and tactical execution steps.
What is the ideal period for a destination marketing plan document?
The ideal period of an operational marketing plan usually ranges from 1 to 3 years. However, evaluation and tactical adjustments still need to be made every 6 months to be relevant to market trends in Indonesia. Kemenparekraf.
Is developing a marketing plan the main task of a tourism marketing consultant?
Yes, understand tourism marketing consultant duties includes the preparation of data-based marketing planning documents and official standards as a reference for measurable destination development.
