Tourism Consultancy: Purpose, Pitfalls and Priorities

Tom Buncle, Managing DirectorYellow Railroad Ltd.

Tourism Consultants’ NetworkWorld Travel Market

4th Nov 2014

Tom Buncle

• Managing Director, Yellow Railroad

• CEO, Scottish Tourist Board/Visit Scotland

• Visit Britain: USA, Scandinavia, Southeast Asia

• Global destination consultancy:

- UK / Europe

- Africa & Middle East

- North America & Caribbean

- Asia

• Writer & lecturer:

- destination branding & marketing

- travel trends

Background - Experience

Today

1. Purpose

2. Pitfalls

3. Priorities – points to consider

Purpose

• More legs ?

• Independent perspective ?

• Fresh ideas ?

Why Use a Consultant ?

What Does a Tourism Consultant Do?

What my friends think I do What my my mom thinks I do

What society thinks I do What I really do

What my clients think I do

Pitfalls

• Lack of focus

Where Can it All Go Wrong?

• Unclear brief

• Unspecified budget

• Timescale

• Chemistry

Priorities – Points to Consider

• Lack of focus

How Can We Start on the Right Foot ?

• Unclear brief

• Unspecified budget

• Timescale

• Chemistry

Clear objectives ?

Clear brief ?

Ballpark budget ?

Realistic timescale ?

Pitch & inception meeting ?

Tom Buncle

Managing Director

www.yellowrailroad.com

@TomYellowRail

What Do You Think ?