What makes a great destination ? While its not an exact science there are attributes that can increase a destinations chances for long-term success. Is your destination ready to compete in the global market ? Do you have the necessary ingredients in place to attract new visitors and to keep them coming back ? The following 25 questions are intended to help destinations evaluate their readiness for success and to serve as a guide for future action and investment. How do you measure up ?

Infrastructure

How convenient and affordable is it to access your destination ?

Do you have a modern airport, port ,conference center and other key facilities ?

What is the quality of local roads , parking and directional signage ?

Hospitality

Is there a variety of accommodations for different tastes and at different price points ?

What is the overall quality of accommodations ? Do they participate in a recognized rating program ?

Is there a variety of restaurants and is local cuisine featured ? Can visitors buy fresh local products ?

Attractions

Are there natural areas , mountains , coasts ,vegetation or wildlife unique to the area ?

Are there quality attractions such as museums , theaters , historic sites , shopping centers and sports complexes ?

Are there pedestrian areas for shopping ,dining and sightseeing ?

Are there quality festivals and events themed on local lifestyles ?

Are there "experiential " packages available that offer visitors a "hands on " view of local culture ?

Marketing

Do you know your target market and the selling point that makes your destination different from all others ?

Do you have a solid advertising plan with sufficient budget to reach potential customers ?

Do you have an outstanding web-site that is easy to navigate ? Can customers book their vacation on-line ?

Do you have a pro-active program in support of travel media ?

Environment

Are there strong laws in place to protect the local environment ?

Is the quality of land ,air and water pristine ? Are local industries viewed as environmentally friendly ?

Are local tourism businesses committed to environmentally sustainable practices ?

Visitor Services

Are counseling services in place to assist visitors ? Are visitor centers strategically located ?

Are there maps , guides ,brochures and other information available both on-line and in hard copy ?

Are staff well trained and knowledgeable ? Can they offer visitors suggestions about interesting things to see and do ?

Planning

Is industry well organized and is there consensus on future development priorities ?

Does government support tourism through favorable policies and programs ?

Is there joint government / industry planning in place to build tourism ?

Is there capital available for the development of new tourism products ?

The current economic downturn may be the perfect time for destinations to evaluate their strengths and weaknesses .Hopefully this assessment tool will help that process. When the economy improves those destinations that have taken steps to improve their competitiveness will be ready to benefit.