Planning, public policies on tourism, and adapting the local tourism potential and reality are basic premises for the integrated and sustainable development of tourism in the host destination. Based on this premise, this paper investigates the relationship between planning and policies for public management in the area of tourism and the current demand of visitors, in the town of Novo Hamburgo, demonstrating the need for a strategic vision. In terms of methodology, this is an exploratory study, with a bibliographic review, and data collection through field research and interviews with public and private tourism administrators. Based on the investigation, it was observed that the definition of long term policies, established in a professional way, can effectively lead to the implementation of strategic actions that will promote the development of tourism activity. In relation to the visitor profile, the study shows that the vast majority come to Novo Hamburgo for work, followed by shopping and leisure. Key-words: Tourism. Planning. Public Policies. Strategies. Visitor Profile.