Copyright and reuse:The Warwick Research Archive Portal (WRAP) makes this work by researchers of the University of Warwick available open access under the following conditions. Copyright © and all moral rights to the version of the paper presented here belong to the individual author(s) and/or other copyright owners. To the extent reasonable and practicable the material made available in WRAP has been checked for eligibility before being made available.Copies of full items can be used for personal research or study, educational, or not-forprofit purposes without prior permission or charge. Provided that the authors, title and full bibliographic details are credited, a hyperlink and/or URL is given for the original metadata page and the content is not changed in any way. Corresponding author Acknowledgements:We are very grateful with the time and effort taken by the editor and reviewers who provided constructive and insightful suggestions to improve our paper in a substantial way. 2 Abstract:This paper discusses an approach to evaluate and analyse strategic planning in multifunctional complexities of coastal urban areas with conflicts regarding leisure space which restricts the diversity of tourism segments using an urban locale. The paper proposes a holistic and multi-faceted systems approach to analysing such multi-purpose use of urban spaces with a case study of Bournemouth where the needs of overseas language students and high spending tourists can present an interesting challenge to urban planners. The systems approach advocates integration and alliances in investment incentives to help identify alternative urban use strategies in tourism and leisure contexts which allows for re-branding of an urban area whilst extending the product offer.