Abstract
According to the World Travel and Tourism Council (2024) the travel and tourism sector contributes $9.9 trillion to the global economy and provides nearly 330 million, or almost one in 10 jobs worldwide. California is one of the most established and desirable destinations in the world, surpassing $100 billion in travel-related spending and supporting 1 million jobs (Travel Matters, 2024). The economic benefits of travel and tourism, coupled with the need to prevent undue strain on natural and cultural resources, highlights the need for sustainable destination management (Eppler-Wood et al., 2019; Visit California, 2022). Defined as a holistic approach to conserve the cultural, environmental, economic, and aesthetic integrity of tourist destinations, destination stewardship involves a collaborative effort among a diverse set of stakeholders, including local communities, governmental agencies, and the tourism industry (World Travel and Tourism Council, 2021). Organizations including the World Travel and Tourism Council, Destination Stewardship Center, Travel Foundation, Global Sustainable Tourism Council, and Visit California laud destination stewardship as an effective tool for sustainable tourism. Public-Private Partnerships (PPPs), and particularly those involving Destination Marketing Organizations (DMOs), emerge as pivotal contributors in successful destination stewardship (Visit California, 2022; 2021).
This project examines the effectiveness of PPPs, specifically California DMOs, in addressing the challenges of destination stewardship. Launched in 2022, Visit California’s Destination Stewardship and Sustainable Travel initiative provides a timely opportunity to better understand the evolving roles of DMOs in California. Traditionally tasked with marketing, DMOs now shoulder the responsibility of sustainable destination management (Bateta, 2019). The purpose of this project is to examine the present status of destination stewardship promotion among California’s DMOs, and to shed light on their abilities, constraints, and opportunities in championing sustainable travel initiatives.
Three guiding questions will inform the project: 1) What is the current prevalence of destination stewardship among California’s DMOs? 2) What are the opportunities, abilities, and constraints within DMOs to promote and implement sustainable travel and stewardship? 3) Looking ahead, what key performance indicators show promise to measure the multidimensional marketing and stewardship roles of DMOs?
The project utilizes semi-structured interviews, focus groups, and a Strengths Weaknesses Opportunities and Threats analysis to capture in-depth insights into DMOs’ perspectives on destination stewardship. This project aims to contribute valuable insights into the evolving role of DMOs in sustainable tourism, providing a foundation for the development of effective destination management strategies.