Principal lead consultant for a ten-year tourism development strategy and marketing plan covering five tourism regions and 65 municipalities. Managed the full participatory process across supply and demand studies, competitive analysis, and destination assessments, through to a marketing brand and positioning strategy.
A state-scale strategy built from the ground up rather than handed down.
The assignment ran across five distinct tourism regions comprising 65 municipalities. The first phase inventoried the tourist offer — attractions, facilities, services, tourism employment, supporting infrastructure, and the degree of local stakeholder participation in each region. In parallel, demand-side work quantified and profiled the visitor: socioeconomic characteristics, habits, motivations, and their evaluation of what was being offered.
Those two halves produced a diagnosis of the sector and a set of prospective development scenarios for the state. From there the work moved to systematizing the information so it could actually guide policy, then to a participatory process for formulating the policies and guidelines themselves.
The deliverables were a ten-year Action and Investment Plan with indicators, and a marketing brand and strategic plan to coordinate public and private promotional effort toward a more competitive market position. Financed by the World Bank through the Rio Grande do Norte Regional Development and Governance Project.