Destination Marketing Organisations: A Regenerative Operating Model

This academic study examines the necessary transformation of Destination Marketing Organisations (DMOs) from traditional, growth-centric entities into stewardship-driven agents of regenerative tourism. Utilizing a Three-Horizons framework and participatory workshops with European DMO managers, the research identifies a critical disconnect between current marketing-heavy operations and the urgent need to address climate change, overtourism, and social inequality. The findings propose a new operating model that shifts the definition of success from visitor volume to the restoration of ecological and community health. While advocating for this systemic change, the authors emphasize retaining core competencies like data collection and strategic communication to facilitate a smoother transition. Ultimately, the text offers a manifesto of actionable pathways for policymakers to bridge the gap between theoretical sustainability and real-world regenerative practice.Read more