Key Categories to Consider for a Beginner Sustainable Destination Management Plan
In a previous article, we discussed how economic indicators are no longer were the definition of success for tourism destinations. Moving towards a more inclusive approach, destinations should be measuring indicators around natural resources, ecosystems, cultures, heritage, weather, and geopolitical patterns, and taking into consideration all the unique characteristics that define that destination. Conserving and protecting these in the face of overtourism is becoming the true measurement of success.
Let’s look at some categories we believe every destination should be attentive to as they make the shift from overtourism into sustainable tourism.
Photo by GLP Films
Natural Resources
Your destination is unique. It has unique natural resources. A new approach to measuring success should take into account what your destination is rich in and what it lacks so you can preserve what matters most, and stay true to its sense of place.
Desert destinations may begin to measure water conservation against visitors and residents for the year.
Destinations that hold unique, endangered wildlife may measure success through data points that link tourism funding to the survival, protection, and expansion of the species.
Agritourism around plants that grow naturally well in the region can promote and support local growers, offer unique experiences for visitors, while making locally grown produce and delicacies more accessible to visitors, restaurants, and shops.
Develop for the Locals
Over-visited destinations may actually want to start reducing numbers of visitors and investing in the local community.
They may consider measuring the number of visitors they can guide toward smaller destinations on the outskirts of the main attractions to disperse tourism and spread economic benefits.
They may begin to plan and invest in projects that bring the community into development strategies, creating a place that supports community needs while meeting visitors' expectations. Surveys and town halls can measure these desires, both at the beginning to select project funding, and at the end of the project for the perception of success.
Addressing overtourism consequences, like traffic congestion, by creating innovative, approachable, and usable transportation can make a place more livable and tolerable for residents and more welcoming for tourists. Often, inconveniences caused by mass tourism can create rifts between residents and tourists, and addressing them in dually beneficial ways can transform the view of tourism in the region and create more cohesion between communities.
One of our favorite tools for finding local experiences is I Like Local. They connect local community members with travelers to create authentic immersive experiences, with more money going directly to the hosts and community.
This creates a noticeable economic benefit to tourism, and weaves their presence into the community in a positive and intimate manner. This can reduce the sense of ‘otherness’ so many communities feel about tourists, and foster a more welcoming and accepting environment.
Photo by GLP Films
Heritage Sites
Many heavily visited destinations hold cultural significance. However, when tourism becomes the main economic driver, cultural heritage is altered, much like anything else, to be streamlined and tainted by convenience. This may look like replicas of traditional handicrafts mass-produced in faraway factories or performances of cultural expression on the hour. This dilutes authenticity, portraying an altered presentation of it. Instead, destinations that hold deep cultural significance should aim to present authentic cultural experiences that are co-created with communities of that culture.
Many visitors are longing for deep, authentic experiences. Create opportunities for authentic cultural expression, and support community members and organizations that are helping culture thrive. Measure the growth of these attractions and itineraries as they are co-created with community. (See our article on Community Based Tourism to learn more.)
Involve local community members in the design, business plans, and execution of cultural events, activities, celebrations, and attractions.
Regions rich with culture and heritage might measure success by funding for language studies, minority-owned businesses, and the emergence of authentic cultural experiences for visitors and residents alike.
Consider having visitors take a pledge, like this destination, to protect cultural and heritage sites as well as the local environment.
DEI: Diversity, Equity, and Inclusion
Diversity, Equity, and Inclusion are becoming standard, making sites, destinations, and attractions more accessible and welcoming. Consider:
Improving access to attractions for people with disabilities, such as paralysis, hearing, and sight
Employing and providing fair wages to minorities, as well as providing opportunities for advancement and decision-making roles and input opportunities throughout the tourism experience
Seek out a range of diverse voices in town meetings, community development projects, and beyond
Check out this creative approach from a Colombian nonprofit that is creating bird-hearing trails for the visually impaired.
Photo by GLP Films
Encourage Culture & the Arts
Destinations do best when they diversify their offerings. Encouraging the arts, like music, art, dance, comedy, and more, as well as creating space for culture to thrive, can create a sense of community, a sense of place, and a destination worth visiting by appreciative visitors.
Create a festival for local artists to show and sell their art
Invest in museums to conserve and protect local heritage and culture
Provide equal and accessible resources for local communities to celebrate, honor, and protect their culture, and help others learn about it and experience it in respectful, authentic ways
Sedona, AZ does a tremendous job of welcoming the arts to their town, with the Plein Air Festival, a rich arts center, galleries and art shops, classes, theater, musical concerts, and more, while honoring and lifting up the Native American Culture in the Museum of Northern Arizona.
If you want to begin to embed sustainability into your destination management plan, and are curious about other resources to get started, check out The New Measures of Success: How Tourism Destinations Can Begin Moving Towards Sustainability. There are plenty of resources specific to tourism destinations and ESG (Environmental, Social, Governance) frameworks that can guide your plan towards sustainability.
How GLP Can Help you Define the Metrics for Your Success
At GLP, we work with destinations that are looking toward the future and seeking sustainability goals over the number of visitors. We work with teams to help develop sustainability strategies that can improve the competitiveness of destinations, the quality of visitors, relationships with stakeholders to get them on board with sustainability objectives, and ultimately, your sustainability outcomes.
If you’re curious about switching to a sustainable approach to your destination’s success, and could use guidance, encouragement, and a robust marketing plan to align with your new objectives, we’d love to be part of your process.
Let’s chat, and see how we can help you move your brand into the future of tourism.