The Future of Destination Management: Balancing Tourism, Community, and Sustainable Growth | Jane Cunningham

Jane Cunningham, Director of European Engagement at Destinations International, highlights a pivotal shift in destination management toward community-focused stewardship. She emphasizes prioritizing citizens' interests, ensuring tourism contributes positively to local life rather than becoming a burden. Cunningham advocates engaging communities in tourism planning and aligning visitor experiences with residents’ values, promoting sustainable growth. Amid global challenges, she encourages destination leaders to carefully attract travelers whose values complement community goals. Through strategic partnerships with stakeholders, Cunningham envisions destination management as a catalyst for thriving, resilient communities, blending sustainable tourism development with the well-being of residents to ensure long-term economic and social prosperity.