Strategy workshops

Strategy workshops for the future of tourism

Strategic guidance for DMOs, municipalities and provinces that want to make deliberate choices for the future of their destination.

Tourism strategy workshops are a core part of Isabel Mosk’s work. As a tourism strategist, she supports destinations in defining direction within a complex landscape of governance, policy, entrepreneurs, residents and other stakeholders. Her strength lies in combining strategic thinking with a strong sense of how things work in practice: not getting stuck in analysis, but working together towards choices that provide clarity and direction.

Through Sherpa’s Stories, Isabel works on future-oriented tourism strategies for destinations seeking coherence, distinctiveness and support. She connects international tourism trends with in-depth knowledge of technology, media and changing traveller behaviour. This combination helps organisations understand developments not as isolated trends, but as part of a broader strategic context.

From analysis to direction: the Sherpa’s Stories approach

The strategy workshops focus on jointly understanding complex challenges and making explicit strategic choices. Isabel does not work from fixed models, but from the specific context of each destination. Trends, behaviour and technological developments form the starting point, always related to local realities and the competitive environment in which a destination operates.

In the workshops, strategy becomes concrete. Not through endless scenarios, but by exploring what fits, what does not, and where priorities should lie. Isabel facilitates this process with focus and energy, helping organisations bring structure to issues that are often fragmented or overly broad. This structured approach helps organisations move from discussion to decision-making with confidence and clarity.

Key themes and strategic questions

The workshops address the future of tourism in relation to wider social and technological developments. Isabel explains how travel behaviour is changing, how technology and media influence decision-making, and what this means for the positioning of destinations.

Identity and distinctiveness play an important role in this process. The central question is not only “who are we?”, but above all “what truly sets this destination apart from others, and what strategic choices does that require?”. By consistently linking identity to positioning and context, strategy becomes both directional and authentic.

Isabel takes an integrated view of tourism, considering economic, social, cultural and ecological values together. In the workshops, she explicitly works with design thinking and co-creation. By bringing policymakers, destination managers, entrepreneurs and other stakeholders together, different perspectives are explored and weighed. This shared process helps reduce complexity and leads to clear, well-considered strategic choices.

What these strategy workshops deliver

The strategy workshops do not result in abstract visions or extensive reports, but in clarity and direction. By making choices together, organisations develop a shared strategic framework that supports further decision-making within partnerships and governance structures. That this approach works is also reflected in the experience of clients.

“Thanks to Isabel, we were able to sharpen our vision and strategy in a pragmatic way. Her strategic insight, combined with a hands-on approach, ensured that we made choices we could immediately start working with.”
Tim Bottelberghe – Noordwijk Marketing

Interest or introduction

These strategy workshops are designed for destinations that want to move forward by first making the right strategic choices. For organisations that want to look beyond isolated trends or quick fixes and are looking for strategic guidance that provides direction and is applicable in practice. Isabel Mosk supports DMOs, municipalities and provinces in sharpening vision and strategy and in making choices that directly shape the future of their destination.

Would you like to explore whether a strategy workshop fits your organisation, challenge or phase of development? Feel free to get in touch via isabel@sherpasstories.com for an introduction or an initial conversation.