The purpose of the destination audit is to get you to analyse and understand which tourism activity; infrastructure and policy systems are already in place in your destination. In Section 1, you are asked to explore who is currently responsible for tourism, what policies exist and who are the key stakeholders involved in ensuring these policies are successful.
Section 2 asks you to give an overview of your chosen country market and to consider the potential growth segments. Section 3 you are asked to discuss which tourism resources are available in the destination (e.g. 6A’s analysis: Attractions, Amenities, Accessibility, Activities, etc) and whether they are relevant to your chosen target markets. You should also discuss any issues with infrastructure and supporting product. In addition you are asked to consider your image and branding, whether this is strong enough to engage with your target market. In section 4 you are asked to consider the external environment, whether you stand up to the competition. Finally, in section 5 you are asked to select the key tourism issues from previous sections and summarise them. You should have a sound knowledge and understanding of the potential of your destination on completion of your log which will also help you during your stakeholder debate.