As the global tourism industry navigates complex challenges, destination leaders face an increasingly critical mandate: balancing tourism, community well-being, and sustainable growth. Jane Cunningham, Director of European Engagement at Destinations International, joins 1TourismWorld to share a compelling vision for the future of destination management, emphasizing community alignment, destination stewardship, and strategic development. Cunningham offers a blueprint not only to navigate today's complexities but to build vibrant, resilient, and thriving destinations for the long term.
Shifting from Marketing to Stewardship
Jane Cunningham begins by addressing the evolution of Destination Management Organizations (DMOs) from traditional marketing roles to proactive stewards of sustainable tourism. Historically focused primarily on attracting visitors, DMOs are now increasingly becoming integral to broader urban and community planning. Cunningham underscores the need for a fundamental shift toward destination stewardship—a model in which tourism is deliberately managed to benefit residents as well as visitors.
At Destinations International, Cunningham emphasizes a citizen-first mindset, where the visitor economy is viewed not just as revenue generation but as a strategic driver of community vitality. By repositioning tourism as a collaborative community value, destinations can promote harmony between local residents and tourists, thus enhancing quality of life, economic stability, and sustainability.
Community Alignment and Engagement
Effective destination management hinges on genuine community alignment. Cunningham highlights that recent tensions in popular tourist locations—such as Barcelona—illustrate the necessity of engaging local populations in tourism planning. She points out the value of robust reputation management efforts, explaining how proactive communication with citizens can transform their perception of tourism from a burden to a community asset.
Cunningham further highlights the innovative efforts of destinations to redistribute tourist traffic beyond conventional hotspots, easing local pressures while promoting authentic experiences. This community-aligned approach ensures tourism's economic benefits directly contribute to enhancing local infrastructure, amenities, and services. Such strategies reaffirm tourism’s role as a vital contributor to community growth and resilience rather than a disruptive external force.
Destination Stewardship: A Strategic Imperative
Central to Cunningham’s message is the concept of destination stewardship—an intentional, strategic approach to preserving and enhancing local resources and cultural identity. Stewardship goes beyond conventional marketing, incorporating sustainable practices into all aspects of destination planning.
She notes that major global events, such as the Olympics or international conferences, provide unique opportunities for DMOs to demonstrate stewardship leadership. Cities like Paris and Vienna have successfully employed these events to create lasting, positive legacies, such as improved infrastructure and increased global visibility. Cunningham advocates adopting similar legacy-focused strategies, ensuring events contribute meaningfully to long-term community benefit rather than merely short-term economic gain.
Destination Development for Lasting Impact
Cunningham extends stewardship into comprehensive destination development, advocating for proactive collaboration between DMOs, city planners, architects, and community stakeholders. Sustainable destination development includes accessible infrastructure, thoughtful neighborhood revitalization, and environmentally sound transportation systems that meet the needs of both residents and tourists.
She praises Athens for its strategic approach to urban development, highlighting efforts to design accessible spaces that enrich the daily lives of residents while enhancing visitor experiences. Cunningham encourages DMOs to prioritize community-driven initiatives and dispersal strategies that distribute visitors beyond congested city centers. This approach creates economic diversity, reduces overcrowding, and facilitates deeper connections between visitors and local culture.
Navigating Global Challenges with Strategic Vision
Cunningham acknowledges the substantial challenges facing tourism today—economic volatility, geopolitical instability, and increasing environmental concerns. However, she remains optimistic, positioning these challenges as catalysts for innovation and strategic evolution within the industry.
Destinations are becoming increasingly selective, she notes, targeting tourists who share local values and sustainable travel practices. Cunningham highlights a growing trend toward eco-conscious and culturally respectful tourism, a significant shift aligning visitor behavior with local community interests. By embracing this thoughtful approach, DMOs can attract visitors committed to responsible travel, generating mutual benefits and stronger community relationships.
Leading Destination Management into the Future
Jane Cunningham’s participation at 1TourismWorld provides critical insights into the future of destination management, firmly grounded in sustainability, community alignment, and proactive stewardship. She underscores that successful destinations of the future will be those capable of harmonizing tourism with local values, actively engaging communities in tourism planning, and strategically leveraging tourism as a vehicle for long-term sustainable development.
Cunningham’s vision, supported by Destinations International’s evolving framework, serves as a powerful guide for destination leaders seeking to thrive amid complex global shifts. Through a clear-eyed focus on stewardship and sustainable community engagement, destination management organizations can create vibrant, resilient destinations that prosper in harmony with the communities they serve.
