Destination Queenstown, LA Tourism and 4
Vancouver Island Advance Stewardship Capabilities as Prototype
Destinations for the Wayfinder
SARASOTA, Fla., July 16,
2024 /PRNewswire/ -- Leading tourism organizations,
including Destination Queenstown, Los Angeles Tourism and 4
Vancouver Island (4VI) are advancing the industry's stewardship
commitments and capabilities by serving as prototype destinations
for the newly released Wayfinder. Launching at Destinations
International's 2024 Annual Convention in Tampa, FL, the Wayfinder, powered by Miles
Partnership, provides the first, industry-led, evidence-based
framework for destination stewardship. This year's premier
gathering of travel and tourism leaders underscores the critical
role of destination organizations in fostering community
engagement, resilience and stewardship.
The Wayfinder offers a clear path for
destination organizations to create and advance stewardship
strategies.
Built within a tried and tested SaaS platform, the Wayfinder
offers a clear path for destination organizations to create and
advance stewardship strategies. The purpose-built software will
transform destination management, allowing tourism organizations
and stewardship consultants to streamline operations and dedicate
resources to the areas that matter most to destinations and the
communities they serve. With a shared interest in improving
community engagement and the overall well-being of destinations,
the Wayfinder's strategic partnership with Destinations
International will propel industry-wide efforts to adopt a unified
destination stewardship approach.
"Currently, there is no common or shared definition of what
destination stewardship is, where to start, or what best practices
look like," says Karin Mast, Senior
Vice President of Miles Partnership. "The Wayfinder will change
that. It was created by the industry, for the industry to help
destination organizations define where they are now and plan for
where they want to be. It's grounded in collaboration and global
best practices, so tourism organizations can better balance the
needs of their communities and visitors alike."
The Wayfinder gives organizations the ability to self-assess
against a robust framework based on the Global Sustainable Tourism
Council Destination Criteria and aligned with the United Nations
Sustainable Development Goals. Beyond economic indicators, tourism
organizations have been unable to sufficiently measure or benchmark
stewardship outcomes. The Wayfinder offers a visible understanding
of an organization's capability across four stewardship outcomes:
(1) Economic Prosperity, (2) Environmental Preservation and
Ecological Balance, (3) Social Well-Being and (4) Identification
and Preservation of Culture and Heritage.
The framework was created and workshopped extensively with the
Global Stewardship Innovation Lab, a group of thought leaders,
stewardship practitioners and researchers across the tourism sector
with a diverse mix of ethnicity, culture, gender and thinking.
"This is a transformational shift in the way we approach
tourism," says Adam Burke, President
and CEO of Los Angeles Tourism and a contributor to the Wayfinder's
Global Stewardship Innovation Lab. "We've had in-depth discussions
with travel and tourism leaders about the serious challenges we're
facing, and it's clear that they can only be solved through ongoing
collaboration and collective impact. By adopting an industry-wide
approach to destination stewardship utilizing a common, globally
accepted framework, we have the power to create lasting, positive
impacts for our communities for generations to come."
"We're proud to partner with the Wayfinder and share this new
technology with the industry at our Annual Convention," says
Don Welsh, President and CEO of
Destinations International. "Effective community engagement and
understanding is critical to the work we do as tourism leaders.
Whether a destination is dealing with real or perceived issues of
'over tourism' or other negative community impacts, a shift in how
we engage residents and local stakeholders will protect the future
of destinations. Together, we can address key systemic challenges
faced by destination organizations worldwide and drive the industry
forward at scale."
Since the pandemic, destinations are re-evaluating how to
harness the power of tourism for the benefit of both community and
visitors. Miles Partnership has supported research with more than
300 destination organizations in North
America and Europe that
shows most residents do not feel included or involved in how
tourism is developed or managed in their community, with less than
1 in 5 destination organizations reporting the contrary. Evolving
social, cultural, environmental and economic priorities are
compelling tourism organizations to become more engaged advocates.
This requires them to expand their role—well beyond the traditional
destination promotion scope of the past—to a community-centered
approach.
"A focus on economic growth only, whether it be through visitor
volume or 'heads on beds' is changing to now consider the impact of
that growth on the community, the environment and the culture of a
place," says Sarah O'Donnell,
Marketing and Communications Director of Destination Queenstown. "A
true destination stewardship approach encompasses your entire
community, including residents, tourism businesses and a wide range
of stakeholders. We're thrilled to partner with the Wayfinder. Its
tools and resources are helping us identify areas of opportunity
and growth."
"There's a common saying in the tourism industry that 'a great
place to live is a great place to visit,'" says Anthony Everett, President and CEO of 4VI. "Yet,
unfortunately, a great place to visit is not always a great
place to live. As the first destination management
organization to operate as a social enterprise, Vancouver Island is
on a mission to ensure that travel remains a force for good by
reinvesting surplus revenue into local social impact projects. With
the Wayfinder, we can ground conversations with our community and
key stakeholders on shared priority areas. This helps us center the
needs of communities and residents in our tourism initiatives."
Once destinations are using the Wayfinder, the first sector-wide
data will show trends, gaps and opportunities for how the sector
can support building vibrant and flourishing communities. The
Wayfinder is another example of Miles Partnership's investment in
research, strategy, innovation and technology to develop solutions
that empower the tourism industry.
A special thanks to the Global Stewardship Innovation Lab.
About the Wayfinder
The Wayfinder is an industry-led,
evidence-based destination management framework built around a
tried and tested SaaS platform, guiding destination organizations
through a continuous improvement pathway that measures, monitors
and improves destination stewardship capability and outcomes. The
Wayfinder is transforming destination management, allowing tourism
organizations to strengthen their role in stewardship and
accelerate the pace of change for destinations and the communities
they represent. Learn more at www.DestinationWayfinder.com.
About Miles Partnership
Miles Partnership is a
strategic marketing consultancy focused exclusively on travel and
tourism. The company works with more than 150 destinations,
hospitality businesses and other travel industry clients worldwide
to develop marketing and management strategies that amplify local
experiences, boost visitation, improve community relations and
increase overall economic impact. Learn more at
www.MilesPartnership.com.
About Destinations International
Destinations
International is the world's largest and most trusted resource for
destination organizations, convention and visitors bureaus (CVBs)
and tourism boards. With more than 7,000 members and partners from
over 750 destinations, the association represents a powerful
forward-thinking and collaborative community around the world. For
more information, visit www.DestinationsInternational.org.
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SOURCE Miles Partnership