Destination Programming

Destination Programming is a core discipline of tourism planning and development and identifies the elements and components required to form an attractive and competitive destination.  In order to create a successful destination, destination programming is essential to increase and optimise the destination's levels of "attractiveness" as well as "competitiveness" in terms of positioning. Thus, this methodology applies to individual projects as well as to tourism destinations to country level.

For many years, the importance of "places" related to the more physical (or "hard") components, and on how to best design those for tourism.  Destinations were defined as spatial or geographical concepts to be visited by tourists.  More recent approaches suggest that there is more than the physical aspect to a "destination".  One fundamental difference is the understanding that "places" can only become "destinations" if they are visited by people. Destination programming ensures all existing (e.g. natural) and future (e.g. man-made / cultural) required destination resources are assessed and existing gaps are identified.  Then, optimum destination programming, concept, and positioning are derived.  Next, "core resources & attractors" (e.g. natural resources, activities, events, entertainment / edutainment, etc.) and "experiential platforms" that will form the destination are identified.  Finally, the "theming & branding" aspects of the destination are considered, as well as premium potentials for all proposed development components to be derived there from.

This white paper discusses the requirement to incorporate all different aspects, components and elements making up a competitive destination, and the importance of Destination Programming in that context. Naturally, a white paper can only scratch the surface of what is a very complex and detailed process.  Therefore, we would be delighted to discuss face to face and also share our experiences of having applied the concept successfully.  Please do not hesitate to contact us should you wish to discuss.