DESTINATION STEWARDSHIP
Destination stewardship is a growing focus for many destination organizations and is defined by Destinations International as, “the continuous pursuit of a net positive tourism ecosystem that exists in alignment with shared community values.” Results indicate that we are making gains in raising awareness of this topic. About four in ten Americans (41%) and Canadians (43%) agree local/municipal governments are doing a good job balancing resident quality of life and visitor satisfaction. Destination stewardship efforts are having a positive impact, with the levels of agreement increasing since 2023 (up five points for Americans and seven points for Canadians); however, more work is needed to inform the one third of residents (Americans: 33%, Canadians: 34%) who are still neutral on this topic.
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Most Americans and Canadians understand the role of tourism in preserving local cultures, but less agree on our industry’s ability to protect the natural environment. Fifty-eight percent of Americans and 63% of Canadians agree that tourism supports the preservation of local culture and protects the community’s authenticity; however, the perception that the tourism industry values sustainability and the natural resources is 12 to 15 points lower (Americans: 43%, Canadians: 51%). Despite this difference, residents still recognize the potential for tourism to benefit the environment. About half of Americans (51%) and Canadians (53%) agree that tourism can help the environment as local governments and citizens seek to protect sensitive and scenic areas. About two thirds of Americans (68%) and three fourths of Canadians (74%) agree that tourists should be educated on how to travel responsibly and care for the environment, suggesting strong support for stewardship efforts. Communicating our destination stewardship efforts, especially related to the environment, can help reinforce our industry’s commitment to sustainability.
8 | DESTINATION REPUTATION & SENTIMENT STUDY
DESTINATIONS INTERNATIONAL | 9
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