7 Keys to creating a successful

tourism product
Cristóbal Reali / 15.03.2022
Within the competitive tourism sector, innovation, and the offer of
products to propose stands out as one of the real competitive
advantages and differential elements to navigate with strength in this
tough market.

The tourism product becomes an important resource to work to attract

a different audience and diversify the philosophy and brand of
our travel agency.

But… How do you create a successful tourism product? Let’s highlight

the keys that will help you develop an optimal tourism product. Let’s
start at the beginning…

What is a tourism product?

The tourism product is defined as the total set of functionally
interdependent tangible and intangible elements that allow the
tourist to meet their needs and expectations.

From a marketing point of view, the tourism product is a resource that

fulfills two very different tasks:

 Each tourism product meets a need of its consumer through the

benefits it incorporates.
 Tourism products are the means to achieve sales targets. The
design of the tourism product itself is the claim to increase
conversions.

Also, it is necessary to point out the importance of knowing the type of

customer we want to attract and whether we can offer a product that
meets the unique expectations of the selected niche of customers.
It is equally important when designing a tourism product to
consider the special travel agency regime to know the fiscal
responsibilities and also how each transaction should be accounted
for.

Also, our travel agency must have a brand culture and

philosophy that must be in line with the tourism products to design
and sell.

Basic functions of a tourism product

Given that meeting the needs and expectations of the client is a key
factor in creating a tourism product, we must look to the functions that
this tourism product must perform.

It is, therefore, possible to list 6 priority functions to be resolved to

outline our tourism product project:

 Allows the tourist to participate in the main activity of the trip.

 Besides being a part of the main activity, it facilitates to live the
total experience of the trip as the tourist wants.
 It facilitates transport to and from the destination, as well as
within the destination itself.
 Enhance the social interaction of the tourist during the trip.
 Helps and simplifies travel preparation and management.
 It makes it easier for the tourist to remember and revive the
trip, to share that trip and experience with other people.

Note: The main activity can be defined as the objective to be carried

out with this tourist package: ecological tourism, cultural tourism, etc…

Through these functionalities, it is already possible to have a basic

outline of what our tourism product should contain.
It is time to show the main keys to consider in drawing a professional
and highly competitive tourism product.

Keys to designing a tourism product

Keeping the tourist as the main axis of the tourism product, we will
start with those keys related to the needs that urge a person to make
a tourist trip.

Means and conditions for participating in the main activity of the trip
Everything related to what is offered to the tourist to enjoy what he
wants for the trip.

Elements in the trip’s destination and the trip’s transportation, for

example, luxury cruises, boats, or trains.

Natural, cultural conditions, people, socio-economic conditions of

destination, events, facilities, equipment, goods, and services related
to the main activity also come into play in this category.

Qualitative aspects to involve the tourist in the main activity

At this point, all those aspects that help establish how the tourist is to
engage and interact in the journey are defined.

The issues can be very different:

 Family trip or exotic destination

 Greater or less distance from the place of residence to
destination.
 Luxurious or traditional atmosphere, etc…

On the other hand, also, everything linked to all the comforts a tourist
needs to visit a destination and consume its “attractions” must be
covered.
Modes and other transport components
Clear and detailed definition of all transport systems enabling the
transition from a place of residence to destination and vice versa, as
well as within destination.

Elements for social interaction and tourist comfort

Everything related, and that allows the tourist to engage in leisure
activities, communicate with others, socialize or simply keep informed
and perform routine activities.

In this category, we can include accommodation, points of sale and/or

shops selling food, public baths (outside accommodation), all kinds of
services (communication, internet, etc…) sports and leisure facilities,
cultural events, etc.…

These details are a priority and important as they strengthen the

comfort and decision-making capacity of the client.

Preparation of the management and execution of the trip

In this section, all those aspects that facilitate and give transparency
to everything related to the management of the trip come into the
scene.

Everything here is important: All tourist information media such as

travel guides, maps, national tourist organizations, travel-related
websites, services provided by tour operators, travel agencies,
companions, translators, certified travel guides vaccines, solar
protection, medicine, and health services; passports, visas, travel
insurance; credit cards and other financial services… up to the
number of packages or suitcases to carry.

Practical details on participation in the main activity of the trip

The customer must leave nothing to the imagination, it must be all well
presented.
Here, questions such as sale or rental of sports equipment, sports
lessons, wine tasting, etc…

These are aspects that help the tourist in understanding the

tourism product and in the benefits/experiences that he will draw
from it.

Remember and relive your experiences

A tourism product must be a unique and remembered experience by
the customer, to satisfy his wishes and leave a good note in our brand
of a travel agency.

Thus, to stimulate sentimental or emotional value, it is interesting the

idea of offering memories and gifts, usually with sentimental and
symbolic values for tourists, is a point that adds value.

They allow tourists to remember and relive their experiences, thus

prolonging the pleasure of the trip. They are also used to share the
travel experience and to strengthen ties with others.

Examples of tourism products

Tourism products are designed and adapted to the needs and desires
of the selected audience. So, there are many possibilities. Here are
some of the most popular tourism products:

Spiritual tourism
Spiritual tourism is tourism motivated by faith or for religious
reasons.

What is the tourist looking for? An experience based on a sacred

pilgrimage, a journey led by faith, religion, and spiritual realization.
The tourist seeks to satisfy some personal or spiritual need through
tourism.
Therefore, the design of the spiritual tourism product must focus on
these two points to find different forms and intensities of spiritual
tourism motivated to a greater or lesser extent by religious or, on the
contrary, cultural needs or in the search for knowledge.

Spiritual tourism provides the visitor with activities and/or

treatments intended to develop, maintain, and improve the body,
mind, and spirit. Many elements are incorporated that involve a
learning experience.

A good example is the tourism products related to the Camino de

Santiago. A product that offers everything the tourist/pilgrim wants:

 Accommodations
 Transportation
 Support vehicles
 Guides
 Monitor…

Wine tourism
Wine tourism or wine tourism is one of the most fashionable forms of
tourism. It is the type of tourism around the culture and professions
of wine and vineyards, being related to culinary and cultural
tourism.

What is the wine tourist looking for? The main motivation is to

experience wine tastings and buy products from the region, but also
identify other very important issues: Socializing, learning about wines,
entertainment, rural environment, relaxation…

The main activities are based on the visit to vineyards, wineries, wine
festivals, and wine shows, for which the tasting of grape wine and/or
the experience of getting to know the wine region.
For example, a well-known tourism product for wine lovers is that
linked to the city of Haro, designed with such important elements as:

 Hotels and other types of accommodation

 Round-trip transportation from the winery to the lodging location
 Visit wineries, wine libraries, restaurants.
 Activities are related to wine tasting, marriage… where the
capacity to socialize and share experiences is encouraged.

Ecotourism
Ecotourism has grown in parallel with increasing society’s awareness
of environmental protection.

Ecotourism is a type of tourism responsible for natural areas with

special care in conserving the environment, sustaining the well-
being of the local population, and involving knowledge and
education.

What is the ecotourism tourist looking for? They are people with a
great awareness of the environment, eager to know and be part of
experiences that help the environment and others.

A good tourism product based on ecotourism should offer:

 Activities that encourage cultural awareness by promoting

respect for the place you travel and the community you visit.
 It will help to create cultural awareness by promoting respect for
the place you travel and the community you visit (environmental
education workshops, ecosystem observation…)
 Activities that promote the well-being of the local community,
including the economy. Guided ecological tours with the consent
and participation of residents.

Ecotourism offers experiences that have a low impact on nature by

preserving resources and protecting the environment.
A good example of ecotourism: Visit the local farmers’ fields in
Chiapas, Mexico, learning how to make cocoa and supporting the
conservation of their environment through product purchases on a
guided tour.

Tour operators, travel agents, or travel agency management

groups should consider these keys when creating and selling a
successful tourism product. We must not forget that the tourism
products respond effectively and attractively to the wishes, needs,
and expectations of the selected type of customer, being a
resource of great value to increase our brand image and customer
loyalty.