IPDT Services
No two destinations are the same, and there are no universal marketing formulas.
There are no one-size-fits-all marketing formulas that deliver the same results for everyone. The key to success and to achieving meaningful results through available marketing tools lies in a tailor-made approach.
The success of a marketing strategy relies on thorough reflection and focused strategic planning, where the offer and the market are fully aligned.
Why invest in Strategic Tourism Marketing Plans?
Strategic tourism marketing plans are essential for setting destinations and businesses apart in an increasingly competitive market. In Portugal, tourism is one of the main pillars of the economy, which makes the subject of tourism marketing especially relevant.
For the market to truly understand a destination, its positioning and what sets it apart, to the point of desiring it and choosing it among millions of seemingly similar options, it is essential to carry out well-defined strategic work. Success lies in delivering the right messages to the right audience. In a highly competitive sector like tourism, visibility and market presence are only achieved through effective, targeted marketing actions.
Marketing plans should include effective segmentation of products and markets, aiming to achieve strong performance across key economic, social, and environmental indicators.
Gain visibility, appeal, and competitiveness
The concentration of tourist demand within a short period limits the territory’s full potential. Through strategic planning, it is possible to diversify the offer throughout the year, reach new audiences, and develop experiences that enhance the destination’s appeal year-round.
- Consistent communication over time builds brand presence in the consumer’s mind, gradually increasing its visibility and recognition
- Focus efforts and resources on achieving greater visibility and recognition
- Guide the creation and distribution of useful, relevant content for target markets and segments
- Reach a broad audience quickly and efficiently, boosting brand awareness
- Define positioning by identifying differentiation opportunities that are relevant to the target audience
Reach targeted audiences and maximise return on investment
Reaching and attracting targeted audiences means carefully selecting the tourists who bring the greatest value to the destination. It is a smart way of communicating, where every action has a clear, measurable purpose, reducing waste and optimising resources.
Well-targeted campaigns help reduce investment costs and significantly increase returns by delivering the right message to the right audience. This approach improves conversion rates, lowers expenses, and makes the entire marketing strategy more efficient.
Segmentation ensures that the destination’s offer reaches those who truly value it — fostering more authentic experiences, greater visitor satisfaction, and ultimately, better outcomes for the territory.
Anticipate and manage communication crises
A well-considered strategic marketing plan is a powerful tool for managing negative brand or product communication, as it allows for scenario planning and the anticipation of potential issues.
Optimise distribution strategies
A clear definition of target audiences and corresponding outreach strategy reduces the effort required by institutions to attract high-value markets and segments to the destination.
Define pricing strategies
Based on the destination’s positioning and competitive capacity, pricing matrices are developed using scenario-based approaches. These matrices outline the strategies to be pursued in the short, medium, and long term.
Investing in Strategic Tourism Development Plans is crucial to ensuring the sustainable, competitive, and well-structured growth of a destination.
Why choose IPDT?
With over 20 years of experience in the tourism sector, IPDT has a specialised team in strategic planning, tourism marketing, and digital solutions. We combine in-depth market knowledge with strong analytical and forecasting capabilities, supporting destinations and organisations with effective, results-driven solutions.
Choosing IPDT means ensuring that destinations stand out for their competitiveness, sustainability, and meaningful growth in the global tourism market.
What sets us apart
Specialisation and proven experience
We have a multidisciplinary team with strong expertise in strategic planning, tourism marketing, and digital solutions. Our experience in developing tourism products and structuring destination offerings enables us to respond effectively to the needs of both territories and markets.
In-depth knowledge of the sector and the market
We continuously analyse consumer behaviour, anticipate trends, and monitor tourism dynamics at both national and international levels. This solid knowledge base supports strategic decision-making and ensures tailored, feasible, and future-oriented solutions.
How does IPDT develop strategic tourism marketing plans?
01. Diagnóstico Estratégico
Competitive analysis of the destination
We identify opportunities and challenges and conduct integrated analyses of the competitive environment, using data that links supply with demand.
02. Future Vision
Identification and projection of trends
We identify opportunities and challenges and conduct integrated analyses of the competitive environment, using data that links supply with demand.
03. Brand Positioning
Positioning and value proposition
The most successful projects are created with and for the destination. That is why IPDT works in close collaboration with municipalities, businesses, communities and cultural stakeholders, fostering synergies, building capacity and nurturing a genuine sense of ownership.
04. Market Strategy
Communication, Distribution, and Pricing Strategy
We define targeted communication strategies, structure distribution plans, and provide pricing policy recommendations.
Looking to create a strategic plan to boost tourism in your destination?
Outputs
What is expected from a Strategic Tourism Marketing Plan?<br><br>
Strategic Document: A tourism marketing plan is a guiding document that defines market positioning, as well as product, pricing, promotion/communication, and distribution strategies.
Multichannel Guidelines: Provides clear guidance on how to present the business or destination across different digital and physical channels.
Communication Action Plan: Outlines a specific action plan for communication activities, defining target audiences, communication channels, campaign timelines, and success measurement metrics.
Attraction Strategies: Proposes strategies to attract tourists before, during, and after their visit, creating a memorable experience that encourages loyalty and pread the word promotion.
Results Measurement: Establishes systems for measuring and analysing performance, enabling the client to monitor campaign results and make adjustments to optimise return on investment.
Have an idea? Let’s talk.
IPDT supports municipalities and tourism businesses in planning, structuring, and growing projects that create lasting impact.
Fill out the form to start a strategic collaboration with us. Our expertise in tourism consultancy translates into solutions tailored to local realities, with a strong focus on sustainable development, territorial value, and economic growth. Together, we can turn your region’s potential into tangible results.
