Mission
The mission of a destination organization articulates how it intends to fulfill its purpose. It outlines immediate objectives, strategic approaches and specific actions to achieve its goals. The mission statement should provide clear guidance on the organization’s priorities, activities and target outcomes. For example, a mission statement for a destination organization
might be: “Our mission is to promote and develop our destination through brand management, strategic marketing, destination stewardship and community engagement. We aim to attract visitors, support local businesses, enhance cultural experiences and foster economic growth, thereby improving the quality of life for our residents.” The core of this statement is to attract attention, visitors and investment by promoting and developing a destination through brand management, strategic marketing, destination stewardship and community engagement. This is the mission of every destination organization. It is how they fulfill their purpose. identified five areas as overarching goals. The first goal is driving quality of life . Tourism enriches the quality of life for local residents. The local community enjoys the same amenities that attract visitors, such as parks, cultural institutions, restaurants and recreational facilities. These investments create quality local amenities that would not be sustainable without visitor spending. Destination organizations also act as cultural stewards, promoting events and initiatives that enhance local culture and foster a sense of community.
The mission of a destination organization articulates how it intends to fulfill its purpose. The mission statement provides clear guidance on the organization’s priorities, activities and desired outcomes.
Overarching Goals
The purpose and mission of destination organizations establish their essential nature and critical role in fostering community, and they communicate the goal of fostering a chain reaction of economic and social benefits that create a thriving community. To understand this, take a closer look at how destination organizations work and how they drive community vitality through their overarching goals. An overarching goal is a primary or ultimate goal that influences and guides other goals and decisions. It can also be a larger goal with subgoals that support it. To find these, we turn to important industry research. In 2024, Destinations International published the report Destination Promotion: A Vehicle for Community Vitality , which clearly
An overarching goal is a primary or ultimate goal that influences and guides other goals and decisions. It can also be a larger goal with sub goals that support it.
Defining the 21 st Century Destination Organization | 7
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