11 Steps to Get Started on Destination Sustainability
If you’re part of a Destination Marketing Organization (DMO), you might be feeling that your destination is teetering on the edge of overtourism, grappling with resident sentiment, or worrying about an uptick in natural disasters. Whatever your wake-up call is, trust your instincts—it’s time for a balance reboot! Chances are, it’s not too late, but if you bury your head in the sand, you might just regret it later. Ignoring the current issues facing your community could lead to a snowball effect. Yes, it sounds daunting, but fear not; here are 11 steps to get you started on this noble journey.
1. Get Inspired
Do some reading—yes, actual reading! Follow companies on LinkedIn that share engaging content about regenerative tourism. Tune into relevant podcasts and learn from other destinations’ success stories at 100 Travel Innovations from Destination Think and Top 100 Stories from Green Destinations. Your future self will thank you for it!
2. Get Educated
Consider expanding your sustainability knowledge through programs like Professional Certificate in Sustainable Tourism from Global Sustainable Tourism Certification or RISE. This isn’t just for the big bosses; consider making it mandatory for all staff. And for Board members and elected officials? A little reading material or webinars can go a long way.
3. Investigate Funding Restrictions
If you’re governed by a town charter or a lodger’s tax for “marketing,” clarify what sustainability projects fall under that umbrella. Spoiler alert: a stewardship campaign definitely counts as marketing! Get everything in writing because, let’s face it, Board members can change their minds faster than the weather. If ballot language or legislation is a roadblock, consider working with your government entity and stakeholders to pass a ballot measure that broadens the allowable uses of marketing to include sustainability. Check out the Durango Lodger’s Tax advocacy campaign case study for a real-world example.
4. Get a Baseline Measurement
Before diving in, establish a quantitative baseline measurement of your destination’s current stewardship performance. Tools like Wayfinder or the Global Destination Sustainability Index can help. Also, consider surveying resident sentiment so you can track progress over time.
5. Create a Stewardship Committee
Form a committee with knowledgeable community members. Aim for a diverse group that considers the triple bottom line: planet, people, and profit. Bring in local nonprofits and government staff to enrich the conversation and foster buy-in.
6. Begin Certification
Don’t wait until you’re a sustainability guru to seek certification for your destination. Many programs offer step-by-step guides that effectively give you a sustainability to-do list. Check out Green Destinations or EarthCheck. If you’re a mountain or beach resort destination, consider niche programs like Mountain IDEAL or Quality Coast.
7. Start a Responsible Tourism Campaign
Shift your marketing focus to attract travelers who value sustainability. For your stewardship campaign you can start small; aim for 20% of your social media content to promote responsible practices like Leave No Trace principles. It’s all about planting those seeds!
8. Create a Stewardship or Management Master Plan
Craft a multi-year plan that goes beyond your usual marketing strategies. It’s wise to hire a consultant to navigate best practices and avoid common pitfalls. Remember, you want this plan to be a living document with a strong plan for implementation, not a shelf decoration.
9. Engage Your Community
Before making big moves, get your community on board. Don’t just engage the usual suspects—reach out to underrepresented groups and rural areas. Use various formats for engagement, and ensure you capture their feedback. Making sure this group feels their voice is heard goes a long way! Check out this advanced case study for inspiration.
10. Build Sustainability into Operations
Your commitment to sustainability should shine through your operations. Allocate a budget for sustainability initiatives and consider hiring dedicated staff—titles like Sustainability Manager or Destination Stewardship Director are excellent options.
11. Permeate Culture
To create a lasting cultural shift, ensure sustainability isn’t siloed. Make it a part of your strategic planning, staff goals, and committee projects. It should be second nature, not an afterthought.
I know what you’re thinking: “That’s a lot of work for a 'Getting Started' list!” But fear not—Balance Point Solutions is here to help. We’ll guide you through funding restrictions, committee formation, master plan creation, community engagement, and everything in between.
Ready to embark on this exciting journey? Let’s chat!