How Destination Management Organizations (DMOs) Support Democracy and Governance

Written by Shannon McCarthy on August 15, 2024. Posted in Blog.

Transforming Tourism Management: The Stewardship Role of Destination Management Organizations

The role of destination management organizations (DMOs) in the tourism industry goes well beyond traditional destination marketing and tourism experience management. New studies indicate a shift in managing destinations. Instead of focusing solely on revenue, there is now a greater emphasis on implementing sustainable tourism practices in destinations.

This approach, often referred to as destination stewardship, emphasizes the importance of maintaining the cultural, environmental, and economic integrity of tourist destinations. It requires a collaborative effort involving multiple stakeholders, including the public-private sector and civil society. Full collaboration among these sectors is essential for destination management organizations to successfully implement sustainable tourism practices. Effective collaboration means listening to everyone’s opinions and making decisions based on democratic governance values like transparency, accountability, participation, and equity.

Following these principles can make DMOs’ destinations more sustainable. They can also improve residents’ lives by boosting the economy, promoting community involvement, and protecting cultural heritage. An effective DMO backed by a community can be a powerful force for good.

A community coming together to plant trees in a park, promoting environmental stewardship and sustainability in urban greening projects. — *Adobe Stock by Plaifah*

The Destination Management Organization Model: A Microcosm of Democratic Governance

Democratic systems cultivate stability and economic prosperity within their jurisdictions. The governance structure of destination management organizations serves as a microcosm of democratic entities by incorporating fundamental democratic values into their governing framework. Like larger democratic institutions, DMOs can have a strong foundation of governance that determines their operational framework. Here are key democratic aspects present in both governing democracies and DMOs:

Popular Sovereignty: DMOs can sustain themselves through regular elections and the consent of their members. DMO stakeholders determine the cross-sector individuals who will fill their leadership roles and board of directors.
Governing Documents: DMO stakeholders across all sectors contribute to creating essential documents such as Articles of Incorporation, By-Laws, and Board policies. These documents establish a clear organizational structure, promote transparency through defined procedures, and ensure accountability with regular audits and evaluations.
Accountability and Transparency: DMOs make their governing documents and regular reports on key performance indicators, financial performance, and sustainable tourism strategies publicly available. This ensures that their effectiveness and operations are transparent to stakeholders and the community, typically through their website.
Pluralism and Collaboration: DMOs foster public-private dialogue by serving as platforms where the public and private sectors can engage in effective communication and collaboratively make decisions on policy development, sustainability initiatives, and community building. This collaboration is crucial for maintaining sustainable travel destinations and emphasizes the democratic principles of diversity and inclusivity.
Equity and Reciprocity: DMOs strive to ensure that the economic benefits of tourism are distributed equitably and reinvested into the community. They achieve this by investing in capacity building, creating job opportunities, and supporting cultural and environmental conservation efforts. This approach enhances local development, highlighting the widespread impact of the tourism industry on every individual living within the destination.

Who Exactly Are the Stakeholders in Destination Management Organizations?

The term “stakeholders” can sometimes feel all-encompassing or even ambiguous. However, in the context of DMO governance, it is crucial to clearly define and involve key groups. Effective tourism management requires collaboration among a diverse range of stakeholders, ensuring that a wide array of interests and perspectives are represented in decision-making processes. In DMO governance, it is essential to have a balanced representation from the public sector, private sector, local residents, and non-governmental organizations.

The image shows four wooden game pieces standing in a row, each a different shade of brown, ranging from dark to light. The pieces are arranged in a gradient, symbolizing diversity and inclusion. The background is blurred, drawing focus to the game pieces and their subtle differences in color and texture. — Photo by Pixabay

Public Sector: Political decision-makers at municipal, regional, and national levels who set policies and regulations for a myriad of industries, including tourism and hospitality.
Private Sector: The tourism and hospitality industry directly impacts commercial tourism industry stakeholders, such as businesses and service providers.
Local Community: Local residents and citizens, who are essential in providing authentic cultural experiences and ensuring that tourism benefits are equitably distributed.
Non-Governmental Organizations (NGOs) and Special Interest Groups: These organizations often focus on specific issues, such as environmental conservation, cultural heritage preservation, or social equity.

Studies focusing on community-led tourism highlight the importance of including all stakeholders in decision-making. This approach ensures that tourism’s benefits are shared fairly across economic, social, cultural, and environmental dimensions. When local communities are actively involved, it grants local residents more agency. This has the potential to improve their quality of life and preserve cultural heritage. There is a greater consensus on sustainable destination management strategies.

Examples of Democracy and Governance in Destination Management Organizations

A landscape picture of the Maldives with white sand beaches and turquoise water and palm trees in the distance. — *Goidhoo Atoll, Photo by Horsburgh Atoll Tourism Alliance*

Horsburgh Atoll Tourism Alliance (HATA): Maldives

The Horsburgh Atoll Tourism Alliance (HATA) is the first community-led destination management organization in the Maldives. It represents stakeholders from the small islands of Goidhoo, Fulhadhoo, and Fehendhoo. With 89 members, HATA has grown significantly from its humble beginnings.

The Origin of Horsburgh Atoll Tourism Alliance

During the COVID-19 pandemic, while the Maldivian government allowed foreign-owned resorts to accept tourists, it indefinitely delayed the reopening of local guesthouses. In response, tourism entrepreneurs in Horsburgh Atoll organized to advocate for their community’s interests, successfully lobbying for their right to reopen.

Building on this victory, the founding members of HATA set their sights on developing a tourism model that prioritizes community resilience and promotes environmental stewardship. They began collaborating on managing and marketing the destination, establishing HATA as the first community-led Destination Management Organization in the Maldives. In January 2023, Solimar International through the USAID Climate Adaptation Project, and began supporting this initiative, aiming to strengthen destination resilience in the face of climate adaptation challenges.

Democratic Governance and Sustainable Tourism Initiatives

HATA recently completed its elections and established its governing documents, establishing itself as a democratic entity. Now, it is preparing for its formal launch in September 2024. Island Council members and the Women’s Development Committee (WDC) members represent the public sector, while the private sector includes business owners such as accommodation providers, restaurant owners, and tour operators. Community members form the majority of HATA’s membership.

Collaborating with international development organizations, HATA has developed a Sustainable Tourism Destination Management Plan. This plan is available to the public and outlines strategies to ensure that tourism in the atoll contributes positively to both the conservation of natural resources and the well-being of its inhabitants. Key initiatives include:

Environmental Conservation

Restoring mangroves and seagrass beds.
Setting guidelines to prevent harmful activities like fish feeding and improper anchoring.
Conduct regular restoration efforts like beach clean-ups and planting native vegetation

Community Building

Training for tour guides, park rangers, activity providers, and artisans.
Promote local products and services to boost community revenues.
Hold community engagement sessions to gather feedback on tourism initiatives.

Cultural Conservation

Create museum spaces to showcase local heritage.
Organize bi-annual cultural events to celebrate tradition.
Support the establishment of cultural areas that preserve the Atoll’s heritage.

The Horsburgh Atoll Tourism Alliance (HATA) is a pioneering, community-led organization in the Maldives that exemplifies the strength of democratic governance in tourism management. As they prepare for their formal launch in September 2024, HATA is planning a comprehensive full-day event spanning the islands of Goidhoo, Fulhadhoo, and Fehendhoo. This event aims to raise awareness and inspire both tourists and residents by showcasing how democratic governance and inclusive decision-making can lead to equitable and positive outcomes for the entire community.

2. Ataúro Island Tourism Association (ATKOMA): Timor-Leste

Like HATA, the Asosiasaun Turismu Koleku Mahanak Ataúro (ATKOMA) is a community-led destination management organization representing stakeholders from Ataúro Island in Timor-Leste. Formed through support from various partners, including local NGOs and Solimar International through the USAID Tourism for All Project, ATKOMA aims to promote sustainable tourism to enhance the local economy and preserve the island’s natural and cultural heritage.

Origins of Asosiasaun Turismu Koleku Mahanak Ataúro

In 2016, ATKOMA revitalized the existing tourism association on Ataúro Island, Grupo Turizmu Ataúro (GTA). Stakeholders aimed to ensure that the destination management organization’s governance was inclusive and that the local community experienced the economic benefits of tourism. In 2019, ATKOMA partnered with USAID and Solimar International to develop the Sustainable Management Plan for Ataúro Island.

While the local government established several strategies to address areas such as tourism, infrastructure, and economic development, the SMP unified these efforts under a single framework. This framework prioritized environmental conservation, sustainable livelihoods, and cultural preservation to promote sustainable destination development that benefited the entire community.

Traditional boat with Beautiful nature of blue sea sand and Turquoise color water waves at Atauro Island, Timor Leste — Adobe Stock by faizzaki

Democratic Governance of Asosiasaun Turismu Koleku Mahanak Ataúro

Following an in-depth situation analysis, conversations with the public, private, and local communities of Ataúro Island yielded a unified vision: “Ataúro’s biodiversity and natural environment are protected, essential ecosystems are secured for people and nature, and livelihoods are sustainable and support the preservation of social and cultural heritage.”

Stakeholders in ATKOMA consist of community members and enterprises who collaborate with local island councils and other government entities at the municipal and national levels. Since the conception of Ataúro Island’s public-private sector DMO, ATKOMA, the island’s tourism industry has been revitalized. Through democratic governance and public-private sector collaboration, ATKOMA accomplished the following:

Exotic hills and beaches of Fatucama promontory in Dili, Timor Leste — Adobe Stock by DODO HAWE

Collaborated with scientific research organizations and government entities to designate 13 Marine Protected Areas by revitalizing the cultural practice of tara bandu. Activities in these protected areas are regulated by both the local government and a community co-management committee.
After several meetings with the national government, ATKOMA represented the whole community and successfully prevented a casino from being built on the island. The casino would have harmed the integrity of Ataúro Island, known for its small eco accommodations and rich biodiversity.
Partnered with MAF Timor-Leste to launch the first air shuttle service to Ataúro Island, increasing economic revenue for tourism businesses and tourism-adjacent businesses.
Recognized by Green Destinations as one of the Top 100 Stories competition, an annual competition that celebrates and promotes sustainable tourism initiatives from destinations globally.

Future of Tourism in Asosiasaun Turismu Koleku Mahanak Ataúro

The Ataúro Island Tourism Association (ATKOMA) exemplifies the transformative power of democratic governance in destination management organizations. Their next goal is to transition from a Whale Heritage Area candidate to a designated site. Assisted by the World Cetacean Alliance, Ataúro Island is establishing practices that meet the sustainability-focused criteria for this designation.

3. Greater Sundarbans Ecotourism Society (GSETS): Bangladesh

The Greater Sundarbans Ecotourism Society (GSETS) is Bangladesh’s first destination management organization. With the assistance of Solimar International through the USAID Ecotourism Activity, diverse stakeholders formed GSETS to promote sustainable tourism in the world’s single largest mangrove forest, a UNESCO World Heritage Site, and a Ramsar Site. GSETS’ vision is to raise awareness and harness Bangladesh’s natural, cultural, and historical assets to develop an inclusive tourism sector that engages local communities and maximizes conservation benefits.

The Origin of Greater Sundarbans Ecotourism Society

The region around the Sundarbans Reserved Forest is home to millions of Bangladeshis who rely on mangrove resources for their livelihoods. However, poaching, trafficking, deforestation, human-wildlife conflict, oil spills, and unsustainable resource extraction threaten its biodiversity. Climate change and unregulated tourism further endanger the Sundarbans. When locals do not see tourism improving their lives, they feel less ownership. GSETS unites the private sector, government sector, NGOs, and protected area authorities to collaborate on protecting and maintaining this vulnerable region while providing locals with alternative livelihood opportunities.

Democratic Governance of Greater Sundarbans Ecotourism Society

A Board of Directors was selected from various stakeholder groups, forming the democratic governance of Bangladesh’s first destination management organization. Mirroring the structure of HATA and ATKOMA, GSETS’ governance ensures an array of stakeholders have a voice in decision-making.

The Bangladesh Ecotourism and Conservation Alliance, which includes Solimar International, government ministries, associations, nonprofits, and private enterprises, supported the establishment of GSETS under the USAID Ecotourism Activity. This alliance provides digital marketing technical assistance, staff and member training, and helps secure membership dues and other revenue streams for sustainability.

The Bangladesh Forest Department under the Ministry for Environment, Forest and Climate Change manages the Sundarbans Reserved Forest. GSETS members hope to collaborate with these government entities to build a responsible tourism industry and use funds to maintain the mangroves and surrounding regions. Under the USAID Ecotourism Activity, a Sundarbans Ecotourism Master Plan is being developed for the Bangladesh Forest Department which implements policies around capacity building of concerned public and private stakeholders, public and private partnerships, collaborative activities, and conservation awareness campaigns.

Objectives of Greater Sundarbans Ecotourism Society

S.A.V.E. Destination: Transform the Sundarbans into a center for scientific, academic, volunteer, and educational activities, attracting students, teachers, scientists, and researchers for longer stays.
Community Benefits: Improve environmental, economic, and basic human services (livelihoods, water, sanitation, education, and health) through better-managed and inclusive tourism.
Governance and Management: Improve tourism governance and natural resource management for Key Biodiversity Areas (KBAs) by partnering with the national government. Use tourism funds to enhance protected areas, maintain the Sundarbans, and manage local resources.
Collaboration Platform: Facilitate collaboration among stakeholders to develop the region and leverage tourism’s economic benefits to improve conditions in the Sundarbans and surrounding communities.

The Future of Greater Sundarbans Ecotourism Society

Bengal tiger sitting on a log — *Unsplash by Frida Lannerström*

At the time this article was written, Bangladesh was in a state of unrest and turmoil. Clashes over a decision to allocate a large quota of government jobs to a specific group of ruling party supporters resulted in hundreds of casualties. Amid ongoing protests, curfews, and internet shutdowns, protesters continued to demand justice for those harmed.

The most recent update from Bangladesh confirms that Prime Minister Sheikh Hasina has resigned and fled the country. The student protesters’ nominee, Professor Muhammad Yunus, a Nobel Peace Prize recipient, has been named the interim leader (Chief Advisor) until the next National Parliament election.
This highlights a pervasive obstacle for those working in the international sector. It exposes the detriments of a corrupt governance system, resulting in injustice against the very citizens it is meant to serve.

Despite the political instability, GSETS leadership remains confident that their mission for a sustainable community and destination will prevail. As Bangladesh’s pioneering destination management organization, they are well-acquainted with overcoming challenges and are committed to continuing their trailblazing work in the tourism industry with unwavering resilience.

Using the Destination Management Organization Model for Tourism Development

The DMO model shares many key attributes with democratic governance. Public access to governing bodies, as well as access to various documents and reporting, promotes accountability and transparency as well as learning from each other, which builds trust. By providing a platform for a variety of voices, the destination management organization model ensures inclusive decision-making. Public-private partnerships highlight its collaborative nature. Whether through capacity-building programs or managing protected areas, the DMO model relies on democratic governance to function efficiently and establish longevity.

At Solimar, we help tourist destinations establish successful destination management organizations (DMOs) because we have seen many success stories from implementing the democratic governance of the DMO model. Destination management organizations not only enhance the sustainability of tourism but also contribute to the overall well-being and resilience of the community. By embracing democratic values, DMOs ensure that tourism development is balanced and aligns with broader goals of community enrichment and environmental stewardship.

Curious about how you can enhance tourism development and community well-being? The DMO model supports democracy and governance by fostering accountability, transparency, and collaboration. Whether you’re a professional, a traveler, or a potential partner, get in touch with Solimar to find out how we can collaborate for positive change.

How Destinations use Foresight and Adaptation for Success: Cleveland Case Study

Written by Aaron McIntire on August 31, 2023. Posted in Blog.

Cleveland: A Case Study on Revitalization

Downtown, Cleveland, Ohio by David Lennon; Licensed for free use from Pixelbay

As someone who grew up in a suburb just ten minutes south of downtown Cleveland, Ohio, I quickly became acquainted with the essence of living near a city that embodies the Rust Belt ethos, a once bustling metropolis with a population exceeding 914,000 people. Cleveland has seen a dramatic decline over the course of the last 50 years. Its current population barely reaches 370,000. This decline, coupled with the retreat of the steel industry, played a significant role in pushing the city into the Rust Belt category. Despite these challenges, Clevelanders continue to adapt; driven by an appreciation for the city’s unique character, many still call the city home.

Despite its historical setbacks, Cleveland’s tourism sector has shown impressive growth. In particular, Destination Cleveland, is one of Ohio’s premier Destination Marketing & Management Organizations (DMOs). Reported a notable 12% increase in visitors to Cuyahoga County, Ohio. Reaching around 19.7 million visitors – up from 17.6 million the previous year. This upward trajectory is promising, but the critical question remains: How does a city revive itself when its once-dominant industries have faded away? This challenge plagues destinations worldwide. Yet Cleveland’s response offers inspiration and a potential blueprint for others to follow – a testament to adaptation, cooperation, and progress.

Contemporary Success

Cleveland’s recent surge in tourism is due to the combination of its sporting and political events. The city is home to three major league sports teams: the Cleveland Cavaliers (basketball), the Cleveland Guardians (baseball), and the Cleveland Browns (football). Notably, Destination Cleveland’s data from 2016 revealed that a staggering 18 million people visited the city in 2016. While the Cleveland Cavaliers’ championship parade and the Guardians’ success played a crucial role in achieving this record-breaking number, there was more to the story. Over the years, Cleveland saw a consistent increase in its annual visitor count, with an astonishing growth rate of nearly 3%. How did a city that welcomed only 13.7 million visitors in 2007 manage to attract 19.2 million visitors annually within a relatively short span of time?

Susan Glasser’s 2019 article on Cleveland.com featured insights from David Gilbert, the CEO & President of Destination Cleveland, shedding light on the organization’s successful approach. Two main factors emerged as pivotal: diversifying the range of appealing activities available and targeting local audiences with effective marketing efforts. Firstly, a destination should offer an enticing array of activities, ensuring visitors find something appealing. Secondly, gear marketing strategies towards local communities, focusing on attracting visitors from nearby cities such as Detroit, Philadelphia, Chicago, Cincinnati, or Pittsburgh.

Cleveland’s journey from industrial lows to a soon-to-be thriving tourist destination showcases the power of strategic planning, community engagement, and leveraging the city’s unique assets. As cities worldwide grapple with their own revitalization challenges, the lessons learned from Cleveland’s success story could have a global impact, fostering a culture of resilience, adaptability, and collective success for destinations.

Make No Mistake, This Is Cleveland!

Arts & Activities Abound

Cleveland boasts an array of captivating activities to cater to a wide range of interests. One shining gem is the Cleveland Playhouse, nestled in the heart of downtown within the vibrant Playhouse Square District. As the largest performing arts center outside of Broadway, it offers an immersive theater experience. Additionally, consider the Cleveland Museum of Art, which stands as a respected institution with an exceptional art collection. Highlighting India, Southeast Asia, and Egypt. For the music enthusiasts and history buffs. You may find your heart racing at the sight of the iconic Rock and Roll Hall of Fame. A pyramid-shaped beacon that illuminates the incredible journey of Rock and Roll through the ages.

The Rock & Roll Hall of Fame by David Mark; Licensed for free use from Pixelbay

However, if these options don’t resonate with you, consider immersing yourself in the natural beauty of Lake Erie, a tranquil freshwater lake with a rich and storied history. Cleveland’s connection to this picturesque lake adds a unique dimension to its allure.

The wonderful Metroparks

Venturing further afield, the Cleveland Metroparks beckon with their diverse offerings. This expansive system of 18 reservations and over 100 hiking trails dot the Greater Ohio area. Provides an ideal escape into nature. As a hidden treasure within the Forest City, the Metroparks Zoo is another remarkable highlight. It’s worth noting that Cleveland boasts more greenery than even Northern California, a testament to the city’s commitment to preserving its natural spaces. The moniker Forest City accurately reflects the lush biodiversity of the Metroparks and the city.

My summer takeaway

One of Solimar International’s goals is to underwrite tourism projects while promoting sustainable tourism. Given the current demand for Northeast Ohio tourism, sustainable tourism is growing across Cleveland, besides the typical gentrification that is across the country. I have not witnessed any harm done to the city due to its tourism industry. Perhaps this is how citizens of Cleveland prefer it, keeping the living costs relatively cheap with an accompanying modest population. This will result in a tourism industry that ranges from nonexistence to treading water.

Why industry and climate change are crucial for adaptation.

Silicon Heartland!

Cleveland may have erratic tourist attractions on a year-to-year basis, but some developments can send more people to the city. With population growth on the horizon, more people will discover the city’s strengths. It doesn’t matter what the people want. As the city gets bigger, it must take its tourism more seriously. So, what developments make me believe the city will see a population bump? Earlier this year, in a joint press conference with President Biden. Governor Mike Dewine announced a deal to see the tech company Intel create a new chip manufacturing plant outside of Columbus in New Albany, Ohio.

The billions of investment dollars aim to transform factories across Ohio. A Silicon Valley in the Midwest, a Silicon Heartland, as citizens hope to coin it. This is arguably the most significant economic investment in the state, and if all goes well, the impact will be profound.

Being one of the larger cities in the Midwest, the cost of living is already a little higher. A future-proof technology company like Intel moving into the Buckeye state can immediately affect home prices. Cleveland is located about two hours north of the Columbus area. If housing becomes scarce, driving prices will rise. I imagine people will move further away for cheaper homes. If the plan to turn Ohio into a Silicon Heartland is successful, the state may see a population increase.

A hopeful climate forecast.

Climate change is another factor that I see potentially increasing the population of Cleveland, Ohio. Historic Cleveland holds the Mistake on the Lake moniker because of the city’s pollution problems affecting the adjourning Lake Erie. The Great Lakes contain the world’s largest supply of freshwater. Access has been a crisis, depending on where one lives. Suppose people in packed cities like Los Angeles already have to ration their water supplies in 2022. It is daunting to imagine what the near future holds for communities at risk of running out of water. Cities along the Great Lakes will only become more appealing as climate issues become more apparent.

Failing to Drive Adaptation

Poor financial foresight may harm

Recent local events, such as the closing of Sokolowski’s University Inn. A Cleveland staple for nearly 100 years. It was shocking to many, making headlines across the local news. Some blamed it on the economic times, but the restaurant was a tourist staple. Its location offers some of the best views of the city. It is also next to the recently made Cleveland script signs. The closure of these sites has made me concerned that my city would not be properly prepared to have sustainable tourism.

A recent Tax Levy for the MetroPark system also put fear in Clevelanders’ hearts. Given how much the city government promotes them. We Northeast Ohioans are lucky to have the MetroParks. I always assumed there was some special law that guaranteed their funding. Luckily, the levy passed with 77% approval, yet these numbers still concern me. These parks are the city’s best attraction. The fact that there was a slim possibility that the parks may lose funding deflated me. Some people just assume these great parks will always be there. They sadly do not think what can happen if they lose funding. We may be discounting the success of the Metroparks.

An Adaptation-Focused Mindset is All You Need

The apathetic attitudes of Clevelanders toward the few things they can be proud of have left me frustrated. If we cannot take care of our best tourist attractions, how can we possibly handle matters when push comes to shove? The Sokolowski house is still popular as the surrounding location has become a serene viewpoint for pictures of Greater Cleveland. There are rumors that the property is for sale. We won’t know if the buyer is a local or an out-of-towner.

Rocky River Reservation by Cleveland Metroparks

Can Cleveland maintain sustainable tourism with a hypothetical population surge?

One of my biggest takeaways from my Solimar Internship is that sustainable tourism relies on cooperation and innovation from all parties. From the stories I’ve heard, it can quickly become complicated and sometimes political. People can be stubborn and understandably resist exploitation. Claiming ownership over local attractions and city culture leads to mishaps, as we can see from the mishandling of Sokolowski’s house. As well as the proposed defunding of the Metroparks.

Overconfident businesses might make poor decisions simply because they have lived in a single community their whole lives. This does not translate to positive tourism for a city still debating funding its beloved public parks. Our community could fail to enact sustainable tourism. It is essential for the native people to be able to carry their weight when it comes to tourism. Otherwise, those from the outside will dictate the direction.

Hope for Cleveland’s future

This can either be a good or bad thing. But I know that if a young outsider introduces a business that doesn’t represent the city. It may rub the locals the wrong way. I’d love for Cleveland to transform into a Midwest Portland. Yet this rapid progress can be harmful to locals and their environment. That is why it is important for Clevelanders to know their story. While also focusing on what needs to change to maintain authenticity. The historic Ali Summit was held in downtown Cleveland in 1967. Itself, a pivotal moment within the American Civil Rights movement, has held more impact for Clevelanders. If Clevelanders aren’t aware, a possible increase in tourism may harm sites such as the historic Metroparks. Leaving many voters considerate to future levies.

Not being a destination city might be okay with the people of Cleveland now, but that can quickly change if more people choose to live or flock to our city. It is crucial that we prepare for adaptation without losing the essence of what makes Cleveland unique. By embracing common values, we can work harmoniously with inquisitive businesses and tourism companies. DMOs can focus on crafting experiences that benefit everyone. Regardless of the city’s evolution over the years, cultivating self-awareness and readiness for environmental changes remains paramount. Without proactive efforts, visitors might opt for other destinations. I would like to see Cleveland’s further success. I believe that adaptation and foresight from citizens to decision-makers are critical for success. Together, we can ensure that the belief in the land remains strong!

Follow in my footsteps and join Solimar’s virtual internship cohort!

Pink cadillac car with tourists drives past colonial homes in Old Havana

Role of Tourism Consultants: Secret to Destination Success

Written by Shannon McCarthy on August 3, 2023. Posted in Tourism Development Consulting, Uncategorized.

The Secret Behind Thriving Travel Destinations

At the heart of every successful tourist destination, the essential role of tourism consultants operates like a well-kept secret. Their work is multifaceted and dynamic, shifting from one project to the next, each day offering a unique set of challenges. However, the proficiency they bring to international development, tourism, and marketing industries is irrefutable. As they utilize their broad knowledge and expertise, these tourism consultants carve a path toward prosperity for their clients, showcasing the undeniable importance of their role in shaping and promoting sustainable travel destinations.

A picturesque landscape of the Namib Desert. — Photo by Arne Smith on Unsplash

Picture this:

You are scrolling through social media and stumble upon a sponsored advertisement. It features a travel blogger playfully navigating through the vibrant, bustling streets of Istanbul or on an uplifting journey in a hot air balloon, ascending above the vast expanse of Namibia’s ancient sand dunes. Soon, you see signs of these leading destinations wherever you look. Your best friend’s parents just returned from their two-week trip to said country, or Netflix uploaded new content that contains historical, cultural, and travel insights into the up-and-coming tourist destination.

Curiosity motivates you to research the travel destination where you discover unique accommodations, adventurous tours with local guides, and local restaurants which serve authentic, mouthwatering cuisine. All of a sudden, you find yourself at the airport convenience store stocking up on snacks and magazines before hustling towards the gate to embark on the trip of a lifetime. You may wonder how you and millions of other tourists became inspired to visit the same tourist destination. Why did this happen? Who made this happen?

The secret behind successful travel destinations is complex and cannot be attributed to one aspect. Leading destinations require months of research, strategic marketing, leadership collaboration, and community involvement. Large marketing budgets certainly play a role into their visibility, but in order to efficiently organize complex aspects of development and marketing tailored to the current situation of a destination, travel destinations may require the expert knowledge of sustainable tourism consultants who advise their clients on how to set themselves up for long-term success and sustainability.

What is the Role of Tourism Consultants?

Sustainable tourism consultants are creative professionals with expert knowledge in the tourism industry and destination management. Their clients include destination management organizations (DMOs), airline and hospitality entities, local and national governments, non-governmental organizations (NGOs), stakeholders, and tourism boards and businesses. By leveraging their expertise, consultants set the long-term vision and assist clients every step of the way. Ultimately, sustainable tourism consultants act as catalysts for growth, assisting in the development and implementation of effective tourism strategies.

1. How to Research and Assess a Tourist Destination

The crucial first step tourism consulting firms will take is conducting thorough destination market research. This includes gathering information from local stakeholders to understand the client’s assets, growth opportunities, key demographics, and how the client can extend beyond their vision. At Solimar, our consultants present clients with a summary of our findings and insightful recommendations for further expansion based on our data-driven market research.

For example, sustainable tourism consultants play a crucial role in destination assessments to understand what inspires tourists from different demographics. By delving into a destination’s historical, cultural, and geographical stories, these experts can identify activities and experiences that appeal to a diverse range of travelers. By promoting sustainable practices, these destination assessments contribute to the preservation of a tourist destination’s unique charm and ensure that tourism benefits everyone involved.

A scuba diver explores ocean ecosystems off the coast of Saudi Arabia — *Photo by NEOM on Unsplash*

2. How to Brand a Tourist Destination

Within the tourism industry, all leading destinations have a captivating narrative that appeals to a variety of tourist demographics. It is the sustainable tourism consultant’s role to effectively share the destination’s story across multiple marketing platforms.

Destination marketing, or destination branding, is an essential ingredient in a travel destination’s success because it creates destination awareness, illuminates the destination’s attractive qualities, and utilizes market segmentation methods that tailor the branding approach to the tourist demographics, which will yield the best results.

Consider a destination that seeks to brand a specific stretch of its coastline as the ultimate hub for adventure watersports. To achieve this, the destination will emphasize and promote local businesses offering scuba diving and deep-sea fishing experiences, enticing thrill-seeking travelers in search of adrenaline-inducing activities.

The process of branding tourism destinations entails gathering essential details from these local businesses. Sustainable tourism consultants delve into their origin stories, unique selling points, and desired promotional approaches. Next, the consultants will design and implement branding essentials, such as captivating logos, memorable slogans, and a compelling online presence. Through a consistent brand story displayed across various platforms, they effectively communicate the area’s allure for adventure watersports, drawing in an audience of adventure enthusiasts eager to explore the exhilarating opportunities available.

3. How to Create Memorable Experiences for Tourists

All premier tourist destinations curate a variety of experiences. For instance, Mexico is the 7th most popular tourist destination globally. For international travelers planning on visiting the Yucatan Peninsula, they may begin researching the destination months prior. Let’s say the tourist is a history buff; they can easily look into local guides who offer expertly designed trips to archeological sites such as Chichén Itzá.

A local tour guide takes a group of travelers through Chichen Itza — *Photo by Kentaro Toma on Unsplash*

So, how do tourist destinations decide which products and experiences they will offer potential travelers? With the guidance of sustainable tourism consultants, top tourist destinations will partner with local businesses to identify and market experiences that appeal to a variety of tourist demographics. This entails working one-on-one with tourism businesses to design unique offerings, decide prices for their products and experiences, and forecast potential profit margins.

For sustainable travel consultants, every detail is significant. At Solimar, clients can anticipate a comprehensive business and product development plan encompassing evaluations of supply and demand, a sustainable business strategy to ensure recurring revenue, and a thorough training program for business owners, managers, and employees. Moreover, collaborative marketing strategies are expertly crafted to empower local tourism businesses to surpass their goals.

A group of indigenous women from the Kavango region perform traditional styled dance — *Photo by Datingscout on Unsplash*

4. How to Understand the Benefits of Sustainable Tourism

A recent study conducted by Expedia Group Media Solutions revealed a growing inclination among international travelers to pursue eco-friendly and sustainable travel experiences. With the increasing detriments caused by climate change and over-tourism, sustainable tourism consultants aim to inform destinations of how they can reduce the negative impact of tourism while increasing its benefits.

Promotes environmental conservation: Responsible tourism methods promote the preservation and protection of natural resources and biodiversity. For example, eco-friendly accommodations will commit to sustainable operations such as using renewable energy sources, reducing water consumption, and implementing recycling and waste management systems.
Empowers the community: Sustainable tourism practices benefit the local community by creating employment opportunities, funding education systems and infrastructure initiatives, and increasing the understanding of cultural diversity and equity. Additionally, it empowers the local community by encouraging the involvement of the residents in decision-making processes and community-based tourism enterprises.
Preserves cultural heritage: Sustainability is about celebrating the cultural backgrounds of the local people and maintaining their authenticity. For instance, a sustainable tourist destination will promote authentic cultural experiences such as homestay accommodations, traditional craft demonstrations, and traditional performances which benefit those of that heritage.

If you’re wondering how to be a responsible tourist who supports sustainable tourism practices, you can opt for environmentally friendly transportation options, support the community by buying local products and tour experiences, book green and locally owned accommodations, and travel to lesser-known destinations.

A women is bent down in a crop field participating in agritourism. — *Photo by Zoe Schaeffer on Unsplash*

Final Thoughts: The Role of Sustainable Tourism Consultants

Next time you come across a travel blogger’s captivating TikTok content featuring pristine beaches, picturesque villages, or impressive historical architecture, remember that a team of sustainable tourism consultants worked diligently with these destinations for months, if not years, prior to making it all possible. Creating a thriving tourist destination requires attention to every detail. Tourism consultants play a crucial role in identifying the client’s unique voice and offerings that distinguish them from competitors. They establish a consistent media presence, instill successful business operations, and emphasize the significance of sustainable travel practices throughout the journey.

A wooden sign in the shape of a foot sits on the beach and represents the role of tourism consultants by stating, "only leave your footprints." — *Photo by Nick Fewings on Unsplash*

At Solimar International, sustainability is at the core of our approach. We firmly believe that successful tourist destinations are built upon a foundation of environmental and cultural preservation. In a world where travel has become increasingly accessible and impactful, our team of tourism experts provides invaluable expertise and guidance to help our clients thrive. To learn more about our tourism consulting services, visit website!

Sustainable Tourism in Liberia: Digital Marketing and Development

Written by Thomas Hinkel on February 22, 2023. Posted in Blog, Uncategorized.

Liberia is a country that suffered from political turmoil between 1989 and 2003. Tragically, this political turmoil also destroyed Liberia’s tourism sector. While this is the case, the country of Liberia is beautiful and has much to offer to tourists from all around the globe. In the last two decades since the war, the Liberian state has stabilized, and the country has dedicated itself to rebuilding the sector. The government also aims to do this through digital marketing and sustainable development of their tourism sector.

Liberia is home to over 140 species of mammals, 600 species of birds, and 75 different amphibian and reptile species. The country also boasts one of the most diverse ecosystems on earth and has roughly 4.2 million hectares of forested land: 43.4% of the total land area. This presents an immense opportunity for tourism development and conservation efforts to ensure that these species and ecosystems are properly protected.

One example of these conservation efforts includes the USAID Conservation Works Activity (CWA), which engages communities in management of protected areas, and gives them a stake in long-term protection of these areas. Another objective of the project is to develop sustainable tourism infrastructure and capacity. This is an important part of the Destination Management Plan, as Liberia has stunning destinations already open for guests and simply need more promotion.

With more tourists, the Liberian tourism sector will be able to develop further. Additionally, it is important to involve local communities when nurturing sustainable development. the CWA project believes that this is crucial to developing Liberia’s tourism sector. By 2025, Liberia wants to be an up-and-coming destination that is increasingly sought out by tourists. Currently, one of the best places to get information online about visiting Liberia is on Solimar’s Enjoy Liberia website.

Promoting Sustainable Development in Liberia via Digital Marketing

One important aspect of marketing is understanding what type of tourists will be attracted to a destination. The marketing strategy for the CWA aims to attract tourists who are nature and adventure enthusiasts, both locally and internationally. Liberia touts numerous attractions for tourists of this demographic. Exploring the history and immersing yourself in the culture of Monrovia, surfing on the beaches of Robertsport, and exploring the forests of East Nimba Nature Reserve and Sapo National Park. These are but a few of the opportunities for sustainable tourism development and are important destinations in the CWA digital marketing strategy.

Due to the rapid development of certain tourist sites in Liberia, it is crucial for marketing campaigns to be aware of the changes coming to these sites. These exciting changes not only intrigue tourists, but they also have the ability to showcase how the Liberian government, specifically the Ministry of Information, Culture & Tourism (MICAT), is developing the industry sustainably. This is a mutually beneficial relationship, as sustainable development brings social approval and further attention to these destinations. This also enforces the belief that sustainable development is crucial to the tourism sector.

One example of this is the Sapo Eco-Lodge, located in Sapo National Park. This lodge was built by the Wild Chimpanzee Foundation and the Forestry Development Authority and has been built in the buffer zone of the park. The eco-lodge involves local communities and allows tourists to appreciate nature and encourage conservation by showcasing existing conservation efforts. The eco-lodge has power and also generates some of its electricity from solar panels.

Solar panels for sustainable development at the Sapo Eco-Lodge — Solar panels at the Sapo Eco-Lodge

There are many exciting things happening in the tourism sector of Liberia, and the eco-lodge in Sapo National Park is a great example. While this is a rapidly developing sector, it is still difficult for companies based abroad to receive all the relevant information needed to advertise these changes. Specifically, digital marketing requires numerous pictures and descriptive language, as well as details of the changes being brought to various destinations in Liberia. The information network, especially because of the limited internet presence in developing countries, is weak. Due to this, many destinations do not have a strong digital presence.

Expanding Information Networks & Engaging the Private-Sector

While the government provides updates based upon government projects, it is still crucial to engage with the private sector to understand the current destination landscape. We have to understand how best to promote these new or upgraded destinations and work with their owners. To do this, Solimar engages with locals that live in Liberia, as well as establishing relationships with various private-sector actors who are focused on providing attractions that promote sustainable development and conservation.

Solimar relies on its on-the ground employees who are locals of Liberia. These locals provide unique insight on local news and information on destinations, attractions, and events not featured online. They also provide critical cultural insight. Additionally, working directly with local citizens builds an information network that can lead to increased collaboration with the private sector. It is crucial to work with the local community and community actors to ensure that they receive benefits from the sustainable tourism industry.

With more information and enthusiastic businesses that want to get involved in the tourism industry, it is significantly easier to utilize digital marketing to encourage tourists to visit Liberia. One example of these enthusiastic businesses is Philip’s Guesthouse, owned by Philip Banini. Banini’s guesthouse is a perfect opportunity for tourists to experience the passionate and growing surfing community of Robertsport on the coast of Liberia.

Philip's Guesthouse in Robertsports — Philip’s Guesthouse in Robertsports

Because of the relationship that Solimar has developed with Banini’s Guesthouse, it has been easy to get information about the guesthouse and promote it on various websites, as well as Solimar’s own. Due to this relationship we had the opportunity to interview Philip about his guesthouse, as well as about his life journey that brought him to open it. Building relationships and having the opportunity to interview business owners makes it easier to gain information and market destinations or amenities. It also allows the Destination Management Organization (DMO) to understand the local communities they are working with, as well as their goals and beliefs. These interviews allow for digital marketing to be more personable, as they convey the real stories and emotions behind the people who want to engage in sustainable tourism development in Liberia.

Encourage Entrepreneurship and Engagement in the Tourism Industry via Digital Marketing

As the Liberian tourism sector continues to develop and grow, it will become evident that there is success in following a Destination Development Plan and operating with sustainable business practices. As the tourism sector grows, business networks will also grow as the DMO aims to create a unified and coordinated experience amongst the tourism industry. This allows Solimar to encourage entrepreneurship and involvement in the tourism industry by demonstrating the successful businesses that are benefitting from the industry.

Libassa Ecolodge, a family-owned business, is a great example of a successful business that has benefited from the tourism industry. The eco-lodge appeals to any mood when traveling. It can act as a resort, offering a pool and beach as well as a lazy river, while also having a restaurant that serves great local cuisine. The eco-lodge also offers adventure, as it is on the Libassa Wildlife Sanctuary, which is home to animals such as elephants, chimpanzees, and deer.

Chimpanzee at the Limbassa Wildlife Sanctuary

Not only is Libassa Ecolodge a perfect example of a private sector business that has been incredibly successful, but it is one that embodies the spirit of sustainable tourism. The eco-lodge encourages tourists to visit the Libassa Wildlife Sanctuary, and this provides significant benefit to the non-profit conservation organization.

Even further, increasing awareness of this business not only encourages tourists to visit and increase attention to these conservation efforts, but it also underscores the relationship that can exist between private businesses and NGOs that benefits everyone involved. The wildlife sanctuary also aims to educate. Its mission statement includes the importance of educating both the local community and tourists about the importance of conservation.

Utilizing digital marketing to promote these attractions not only benefits conservation efforts, but it encourages participation in the local economy. It is clear that digital marketing plays a crucial role in promoting sustainable tourism. Even further, it directly provides a boost to the sector by increasing the attention the destination receives. Digital marketing not only encourages people to get involved in the sector, but it can also be used as a tool to teach people about sustainable development. A great example of this is the Solimar Institute for Sustainable Destination, which offers courses to show people how to operate businesses that adhere to conservation and sustainability requirements.

Solimar’s institute focuses on four key pillars of education, which include learning, engaging, actioning and developing. The learning pillar is key, as it educates on the best practices on how to sustainably develop a destination, directly from industry experts. Even further, Solimar offers the service of consulting directly with these businesses to help them grow and expand. By encouraging sustainable development in the tourism industry in Liberia via the digital marketing tools available, Solimar International promotes sustainable conservation efforts and can bring economic benefits to local communities.

Solimar Institute for Sustainable Destination's plan for Digital Marketing and Sustainable Development — Solimar International’s Plan for Digital Marketing and Sustainable Development

Liberia is an up-and-coming tourist destination that has a lot to offer. For people who wish to relax, they can spend their time on the beaches of Robertsport, at Lake Piso, or at the Libassa Ecolodge. If that doesn’t suit you, you can rest amongst nature in the forests of East Nimba Nature Reserve or Sapo Park. These are also great places for adventure, as there are phenomenal hiking trails throughout these conservation areas. Digital marketing is the perfect tool to encourage people to visit these destinations and teach people about the importance of sustainable tourism while nurturing a mutually beneficial local network of private-sector and government or NGO actors to create a flourishing tourism sector.

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DMOs destination management planning across many maps

Why DMOs must be about Management, not just Marketing

Written by Veronic Santapa on October 11, 2022. Posted in Blog.

DMOs are crucial organizations within the tourism industry. They were primarily established to promote destinations. However, with the rapid growth of tourism, the need for its sustainability and management of the sector eventually emerged. Therefore, whether DMOs should focus only on marketing or broaden their activities and be a management organization is part of the future agenda. At Solimar, we have seen time and time again why the M in DMO must also be about destination management, and not just destination marketing.

Let’s define what a DMO is, what roles they fulfill within a destination, and find out why these roles are mostly related to the management of the destination:

What is a DMO?

DMO stands for Destination Marketing/Management Organization. At times, the role of a DMO is mistakenly perceived to be limited to the marketing efforts, but in reality, DMOs contribute majorly to the development aspects of a destination too. Effectively, the UNWTO defines it as “the leading organizational entity which may encompass the various authorities, stakeholders, and professionals and facilitates partnerships towards a collective destination vision”. Thus, DMOs are not only about marketing, but also about management. But what do DMOs manage exactly?

Why are DMOs important?

Originally DMOs were established to competitively market the destinations by image-making, branding, and advertising what a place has to offer to tourists. However, in order for a destination to be successful, applying good marketing strategies or setting up an outstanding promotional campaign is no longer enough. Strategic management of the destination is also extremely important. Thus, it is clear that for the future of more sustainable tourism, DMOs must take the lead, as they hold the skills and the knowledge to support the destination through the management of tourism activities. Additionally, they have the ability and the tools to monitor the destination’s performance, allowing them to create the most suitable and sustainable approach to destination development.

To effectively manage a destination, DMOs should:

Manage the variety of different stakeholders involved in tourism. This is also connected to the creation of a common website platform, where stakeholders can engage and contribute to the destination’s development
Consult visitor-related sectors, namely, accommodation, food and other services related to tourism. To this regard, DMOs also facilitate the introduction of quality standards in service
Help communities become more visible. Developed and advanced communities raise the sense of pride among their residents
Support local economies
Encourage sustainable development of tourism

As shown, apart from marketing and brand image creation, DMOs can truly contribute to developing sustainable destinations.

What is destination management?

DMOs are vital for touristic destinations, especially where national or local governments struggle to manage and control all the activities related to tourism. DMOs are especially crucial in the destinations with emerging economies and the tourism sector. The roles of DMOs involve destination development, management of all the available assets and monitoring of the tourism impacts at the destination. DMOs’ ultimate goal is to maintain the destination successful, competitive, and socially and economically developed, and in order to achieve that, it is necessary to create and implement the destination’s development plan.

Destination Development

DMOs’ main role is destination development. Destination development includes a range of different activities, such as marketing efforts, improvement or diversification of tourism products and quality of the services supplied. For DMOs, it is crucial to create a development plan which will lead all the activities in the short or long-term perspective. With the development plan, DMOs set the target goals and indicators for businesses, communication, marketing and product development. All the actions taken by the local stakeholders and the DMO itself should be in line with the destination development plan.

Much of Solimar’s work is oriented on destination development, as many destinations and, consequently, DMOs need facilitation and support at their early stage.

Management and coordination of destination assets

Every destination comprises a variety of resources provided by different organizations, and these resources need to be coordinated accurately to develop a competitive and sustainable tourism offer. The development and maintenance of a tourism destination is a complex process, and it requires a strategy capable of generating and sustaining synergy among all the various elements involved in the sector.

Local stakeholders, entrepreneurs, government, citizens and visitors have their own roles at the destination, and they are all part of the development process. It is the DMO’s prerogative to bring together representatives from each group to establish integrated and regular interactions and collaborations. These collaborations are essential to create the tourism product, the destination strategy, policy and crisis management plans to foster investments and funding and to evaluate the overall destination’s performance. Moreover, DMOs are also expected to provide services related to the improvement of physical and human resources, supply assistance and advice for hospitality and tourism businesses.

Solimar International’s examples of DMO and asset management

Solimar recognizes the value and importance of DMOs – collaborating with them is a key part of many of our projects. But most importantly, we strategically assist destinations where such institutions are inexistent, but are essential for a sustainable tourism development.

For example, in our current project USAID Visit Tunisia, we are supporting the country in differentiating its tourism offer by promoting six lesser known regions in the country. In most cases, tourism in Tunisia is solely managed by the national tourism organization. The lack of regional DMOs compromises these emerging destinations’ possibility to create and implement a tourism strategy and development plan adequate enough to support the emerging destination and its success.

For this reason, Solimar is assisting these destinations by encouraging and facilitating the dialogue between the public and private sector and the local communities at a regional level. Under the guidance of our expert Solimar team, the local stakeholders are collaborating and drafting destination development plans, which they are also using to advocate for a local DMO to be established with the help of the national tourism organization. Through this project, we are also supporting Destination Dahar, the first DMO in the country.

Why DMOs must monitor tourism impacts

As the tourism market and destinations change and evolve, they create an immediate urge of monitoring the impacts created by the tourism activities. This is crucial to evaluate and manage the change and respond to the challenges.

The main goals of monitoring are:

To understand the effects of tourism
To identify improvements or/and challenges. This will help the future planning and response
To enable destinations to remain competitive

Another aim of monitoring is to find out how strategic goals of the destinations are met and measure the main indicators of the destination development. Monitoring impacts helps DMOs collect data on tourism activities. This facilitates the process of analyzing the tourism impacts and coming up with an adequate response, in particular to the most challenging ones. This way DMOs stay responsible, accountable, and fulfill their strategic goals.

DMOs track positive and negative impacts of tourism

Monitoring tourism impacts covers the following main areas: economic, social and environmental. Tourism impacts can be seen as negative and positive. Growing number of visitors positively contributes to the economic growth within the destination. However, it can also cause some threats to the cultural and natural assets of the destination if not managed and controlled properly. For example, in the case of cultural heritage, not well-managed visitor flows can cause damage to the sites.Or in the case of nature, tourism can cause major environmental challenges.

As seen above, monitoring helps DMOs to evaluate tourism impacts and take the appropriate measures. Various projects implemented by Solimar across the globe cover supporting development of DMOs and naturally, this involves facilitating them to acquire different roles, including monitoring the tourism impacts and effectively responding to it. Solimar’s ongoing project Bangladesh Ecotourism and Conservation Alliance envisages supporting one of the most important protected areas – the Sundarbans. With the project, Solimar works to implement a series of interventions in order to improve tourism and natural resources management in the area. One of the outcomes is creating a local DMO, which will unite the private and public sector and contribute to the conservation of the protected areas through sustainable governance.

So, why must DMOs make this shift?

DMOs facilitate the social and economic development of the destinations. This is especially important in the case of societies where tourism and the economy are in their emerging phase. In this process, fulfilling merely a marketing goal is not enough. Through proper management and leadership, DMOs can create inspiring and attractive destinations that will contribute to their socio-economic growth.

Interested in discovering how Solimar can support the management of your destination? Find more information about our services and training courses. And don’t forget to check out more Solimar blog posts to learn everything about the importance of DMOs: here and here.

Blog by Veronica Santapa and Teona Zhuzhunadze

WE DEVELOP, MANAGE, AND MARKET SUSTAINABLE TOURISM DESTINATIONS

Tag: Destination Management Organization