INDUSTRY BRIEF
The next value is one much talked about today - stewardship . Destination stewardship is about the continuous pursuit of a net positive tourism ecosystem that exists in alignment with shared community values. Simply stated, stewardship is a positive tourism experience for visitors and residents alike, and for current and future generations. Stewardship is about balancing economic development, sustainable tourism and quality of life. As stewards, destination organizations ensure that the benefits of tourism are enjoyed by all residents without compromising the environment or local culture. This includes managing resources wisely and advocating for sustainable practices. Finally, all of these values lead to the final value – relevance , which comes from being closely connected to and involved in what is happening in the destination. Staying attuned to the needs and trends of the community and the broader tourism industry ensures that efforts are impactful and resonate with both residents and visitors. With the addition of the core values, there is only one more aspect of a definition to identify – the community result.
Next is the value of inclusiveness . Inclusiveness means ensuring that no area or neighborhood, group or segment of people, history, culture or tradition is excluded from an organization’s efforts. The effort to include new perspectives and ideas reflects the diversity of the community. By being inclusive, destination organizations create a positive image of their brand that represents everyone within the community. This sets the stage for the next value, engagement . Engagement involves actively informing and listening to groups within a destination to address issues that affect the well-being and promotion of the community. Creating channels for feedback and participation allows residents to have a say in how the destination is marketed and developed. Engaged communities are more likely to support and advocate for the destination organization and to assist it in its efforts to welcome visitors. Building on the previous two values, the next value is collaboration . Collaboration is the act of working together with stakeholders to produce or create something within a destination. Effective collaboration ensures that all efforts are aligned and resources are used efficiently, resulting in better outcomes for the destination and its residents. The next value is innovation . Innovation involves making changes to established practices by introducing new promotion methods, ideas or products. Destination organizations must be willing to adapt and innovate in order to stay relevant in a competitive marketplace. Embracing innovation makes it possible to offer unique and compelling experiences to visitors, keeping the destination fresh and exciting.
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Staying attuned to the needs and trends of the community and the broader tourism industry ensures that efforts are impactful and resonate with both residents and visitors.
10 | Destinations International
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