Strategic Tourism Business Planning

Duration: 6-8 days

Target Group: Future and already active entrepreneurs/managers of small and medium enterprises
within the tourism industry or tourism-related sectors.


The training isn’t a conventional business training where standardized subjects such as marketing, accountancy, finance, information systems, and so on are taught through standardized lectures.

Instead the program encompasses all the necessary steps an entrepreneur needs to undertake to develop a successful enterprise and follows that dynamic from a to z, by teaching opportunity-identification, feasibility study, product design, market development, customer service, and so much more. Furthermore all these aspects of enterprise development are adapted to the reality of the tourism sector.

After an initial introduction of the expectations and motivations of tourists and some key concepts through lectures, participants will learn through the practical exercise of creating an imaginary business. Participants will invent an original but realistic enterprise idea, adapted to the context of the region/country of origin, and go through the different steps an entrepreneur has to go through in order to develop it in real-life. In small groups participants will be challenged before every session to develop a certain aspect of their imaginary business idea. During the sessions the trainer will evaluate and critically question each group on certain aspects and give the groups new challenges that they will have to prepare for the next session.

Main Sessions:

  • Entrepreneurship, some basic principles: What does it take to be (come) an entrepreneur?
  • How to generate innovative business ideas: How to engage in a creative process based on important trends and insights?
  • Business opportunities based on current trends: From service to experience economy, from experience to meaning economy…
  • Environmental analysis and SWOT: What does the market look like? Who are your customers? Who are your competitors? Are there any trends that impact the sector?
  • Setting up your Commercial plan: How do you commercialize your plan? Which products or services are you about to provide? How will you determine your price? How will you make your product known?
  • Setting up your Organizational Plan: How are you going to organize your business?
  • Setting up your Financial Plan: How do all previous choices fit in your financial plan? What’s important when going for a loan?

Recent references:

  • 2×1-week training to 44 SME-professionals, Malawi – 2011

Interested? Contact