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 ?