The World Travel & Tourism Council (WTTC) recently launched a major new report which reveals how destinations can grow responsibly, using the Destination Stewardship model. The report was launched in partnership with the Travel Foundation and the European Tourism Futures Institute (ETFI) at NHL Stenden University, in the Netherlands.
‘Towards Destination Stewardship: Achieving Destination Stewardship through scenarios & a Governance Diagnostics framework’ lays out how destinations can balance the needs of visitors and residents, with the involvement of both the public and private sector.
Destination Stewardship is based on the responsible use of shared or ‘common pool’ resources, which provide diminished benefits if each individual participant or group pursues their own self-interest.
Virginia Messina, Senior Vice President and Acting CEO, WTTC said: “The suspension of much recent Travel & Tourism activity due to the pandemic has enabled destinations to rethink their approach to how they look after their destinations and refocus on sustainability issues and smarter tourism development.
“WTTC believes this major new report points a way forward for the Travel & Tourism sector following the growing interest in Destination Stewardship, which has been accelerated during the COVID-19 crisis.
“There has similarly been a rising call for social inclusion, new enabling technologies, a growing need for resilience and increasing governmental interest in destination governance, so this report comes at just the right time.
“We believe this important and timely report will allow relevant stakeholders to explore how more responsible Destination Stewardship will work for them as the world begins to gradually reopen.”
Destination stewardship requires a shared understanding of the common good, and effective platforms for collaboration with shared objectives and measurements of success that go beyond traditional growth metrics, such as visitor arrivals and overall spend.
These new models of collaboration must deliver on market expectations while at the same time also supporting the needs of host communities.
Maya Janssen, Managing Director Insights & Marketing Strategy, Amsterdam & Partners said: “In Amsterdam, our approach aligns very well with this report. Amsterdam&partners is the connector that brings together city authorities, inhabitants, industry, and cultural institutions. We have built good relations and trust, but our 2025 ambition and vision redesigning the visitor economy of Amsterdam requires us to also build new institutional mechanisms to influence change.
Graham Harper, PATA Sustainability & Social Responsibility, Special Advisor said: “I would like to emphasise how incredibly important this report is. We’ve seen much rhetoric and a new hope for tourism to build back better but we cannot expect this to happen if we, as an industry, simply fall back to our old ways. New models are needed and this report points the way.”
Timothy O´Donoghue, Principal, Riverwind Foundation Jackson Hole said: “This report will inform discussions that are occurring across the world to determine the ideal destination governance, based on local contexts. We need new and effective structures that bring balance and community engagement to the heart of tourism development and management.”
