Unit 3

Stakeholders

Alberta Education Outcome

Lesson 9: What is Destination Management?

"No matter why and where you travel, there is always something wonderful and new to be found." ~ Anonymous



First things first . . .What is a Tourism Destination?

A tourist destination is a place of interest where tourists visit. It might be a city, town, or even a region. Tourists typically choose a destination for its natural or man-made beauty, the cultural value, its historical significance, and the adventure or leisure activities it offers.
Think of a place you have travelled? Or even a place you "dream" about travelling to? Why was that the place or destination you chose?

Ultimately, a tourism destination needs to generate revenue to rationalize its existence. It needs a "reason" for tourists to visit. As destinations grow in popularity, they will actually include more than one "reason." For example, the Niagara Falls in southern Ontario, Canada began to attract tourists based on viewing its natural beauty and majestic scenery. However, now tourists also ride the Maid of the Mist boat, zip-line across the Falls, honeymoon at the various hotels, cycle along the river, or tour the wineries throughout the region.

Okay, so then what is Tourism Destination Management?


The management of the tourism destination is the key to its sustainability and longevity. Destination Management is well thought out, strategic planning where stakeholders come together to grow the destination. Through a collaborative effort, the destination is transformed into a set of attractions, activities, or services resulting in a more enjoyable travel experience. But don't be fooled! Tourism is a business where profits and economic performance play a huge role. While economic performance is certainly an important part of determining tourism destination success, it is only one of the factors necessary. The real measure of tourism destination success is much broader: involving social, cultural, political, technological, and environmental strengths.
A tourism destination becomes competitive by its ability to increase visitors while providing a memorable experience, all while doing so in a profitable way. Destination Management needs to focus on the development and management by providing highly satisfying experiences to the visitors without hampering the local culture and environment.

It's often a balancing act based on internal factors (eg., management financial goals) and external factors (eg., a recent hurricane wipes out power and accommodations throughout the tropical island destination).