‘Sustainable tourism’ didn’t stop us from loving destinations to death. Can ‘destination stewardship’ make places more… sustainable?

In 2019, so-called “overtourism” had become a real problem for many destinations that were literally being loved to death by too many visitors. The pandemic solved that, albeit temporarily. With most destinations around the world returning to or exceeding their 2019 visitor numbers this year, it won’t be long before “too many tourists” becomes a problem again, real or perceived, and destinations are once again searching for ways to balance the benefits and costs that tourism brings.

The concept of sustainable tourism was supposed to address these issues, but it still feels like a goal just out of reach. Emerging globally during the 1970s, it was significantly highlighted at the 1972 United Nations Conference on the Human Environment in Stockholm. This conference underscored the need for sustainable practices across various sectors, including tourism. By 1987, the Brundtland Commission’s report, Our Common Future, mainstreamed the concept by defining sustainable tourism as meeting current needs while preserving future opportunities—not just for tourism, but the planet as a whole.

Despite these early efforts, the path to widespread adoption was slow. The 1992 Earth Summit in Rio de Janeiro, which led to the adoption of Agenda 21 for the Travel and Tourism Industry, provided a global framework promoting sustainable practices. Yet it wasn’t until the 2002 Cape Town Declaration on Responsible Tourism that the dual benefits of sustainable tourism—enhancing both the destination and the visitor experience—were clearly articulated. 

Today, sustainable tourism is well-established, with principles articulated by the United Nations World Tourism Organization (UNWTO), which recently rebranded itself as “UN Tourism.” These principles emphasize the optimal use of environmental resources, respect for socio-cultural authenticity, and long-term economic viability.

In short, we spent some 30+ years defining what sustainable tourism is. But there has been scant action putting all of these principles into practice. So how can tourism become a business that makes places better for the people who live there, those who visit and the environment?

From sustainability to stewardship

Part of the problem is that destinations have often approached sustainability in a piecemeal fashion, focusing on isolated initiatives that fail to engage people on a personal level. Efforts to lower carbon footprints or reduce waste, while important, often failed to resonate deeply with visitors and local communities alike. As a result, sustainable tourism became  primarily perceived as the mitigation of the environmental impacts of tourism, rather than by its intended use as a code of conduct that would be sustainable for not only the planet but for people and the economy as well.

In contrast, the term “destination stewardship” tells a bigger, more inclusive story—one that is emotional and personal. It goes beyond the technical aspects of sustainability to foster a deeper connection with the places we love. By emphasizing the holistic care of natural and cultural resources, stewardship inspires a sense of shared responsibility, collaboration and pride. It invites everyone to participate in preserving and enhancing these destinations, creating a richer, more meaningful experience for all involved.

The birth of the destination stewardship concept 

The term destination stewardship was significantly shaped and popularized by Jonathan Tourtellot, a journalist and consultant specializing in sustainable tourism. He played a key role in advancing the concept through his work with National Geographic and the establishment of the Destination Stewardship Center. 

Back in 2013 at a conference in Kuala Lumpur that Jonathan and I were both speaking at, we had some time to kill backstage and talked about how Resonance defined “sense of place” and he shared with me his thoughts on “geotourism” and early ideas of what he would later come to define as “destination stewardship.” His vision emphasized that effective tourism management goes beyond preserving resources—it involves nurturing the identity and essence of a destination, ensuring that it remains vibrant and meaningful for future generations.

This anecdote underscores the core principle of destination stewardship: it requires a holistic approach. To make this possible, Destination Marketing Organizations must shift their role to act as collaborators and connectors (not managers!), of government, the private sector, and their community at large who can collectively steward a place. In an era of increasing risks—including political instability, economic fluctuations, climate change, and overtourism—cooperation  is crucial.

Here are the key elements of destination stewardship as Resonance sees them:

1. Community Involvement and Leadership: Local communities should be actively involved in decision-making processes related to tourism development and management.

2. Sustainability of Resources: Management practices should ensure the sustainability of all resources, including cultural, environmental and economic assets.

3. Economic Benefits for Local Populations: Tourism should contribute to the economic well-being of the local population.

4. Quality Visitor Experiences: Stewardship includes maintaining and enhancing the quality of experiences for visitors.

5. Education and Interpretation: Educating both tourists and locals about the cultural, environmental, and social contexts of the destination is crucial.

6. Integrated Planning and Management: Effective stewardship requires coordinated planning and management across different sectors and stakeholders, including tourism businesses, local government, community groups, and environmental agencies.

7. Monitoring and Accountability: Continuous monitoring of tourism impacts and the effectiveness of management strategies is essential.

8. Resilience and Adaptation: Destinations should be prepared to adapt to external pressures such as economic shifts, environmental changes, and social transformations. Building resilience involves planning for the long-term sustainability of tourism, including its ability to respond to crises.

Destination stewardship can be seen as the next step in the evolution of sustainable tourism. It emphasizes the need to actively manage and protect tourism destinations in ways that uphold their cultural, environmental, economic, and aesthetic quality. It involves a multi-stakeholder approach, integrating government agencies, local communities, tourism businesses, and tourists in maintaining the integrity of a destination.

By placing communities at the center of tourism planning and decision-making, destination stewardship ensures that tourism development aligns with local needs and values, fostering a sense of shared responsibility and collective action. This approach not only enhances the resilience of the destination, but also creates a more enriching experience for visitors, by preserving natural and cultural assets, fostering authentic interactions, and re-balancing visitor numbers.

Practical applications of destination stewardship

Implementing destination stewardship requires a strategic approach that incorporates integrated planning, community engagement, and robust policy development. It may also necessitate significant investment into infrastructure development, the adoption of advanced technology, and continuous capacity building for holistic destination development.

The hardest part is the seventh principle: monitoring and accountability. Approaches to measuring the number of visitors, jobs and economic impact of the visitor economy are well established. Norms for measuring the environmental impact of tourism are being developed. But how do we go about measuring the impact of tourism on local culture and community wellbeing?

The Destination Canada approach

Over the past year, our team at Resonance has  been collaborating with Destination Canada to do just that. The new Wealth & Wellbeing Index we have developed with our client Destination Canada is a pioneering framework designed to monitor and report on destination stewardship. The Wealth & Wellbeing Index is an innovative tool that surpasses traditional consumption-based metrics—like arrivals, length of stays, and seat capacity—by encompassing the wider economic, socio-cultural, and environmental effects of tourism. The project embodies a powerful aspiration: to position tourism as a source of prosperity and wellbeing for Canada, enriching the lives of both guests and residents. Developed through a collaborative approach with industry stakeholders, the index adopts a systems-oriented perspective to optimize and sustain tourism’s role in enhancing Canada’s societal and environmental fabric.

The Wealth and Wellbeing Index will analyze tourism’s impact across six essential dimensions—Economy, Employment, Enablement, Environment, Engagement, and Experience. It systematically gathers data across 109 indicators, organized into 30 distinct areas within these six sub-indices. This structured approach provides a comprehensive and nuanced understanding of tourism’s multifaceted impact, allowing tourism stakeholders to understand where they excel relative to their peers and identify areas for improvement. Through this index, we aim to guide informed decision-making and promote holistic development, ensuring that tourism continues to benefit all aspects of Canadian society.

Are you being a good steward of your destination?

The shift from sustainable tourism to destination stewardship represents a fundamental transformation in how we define both tourism and success. As we move forward into an era where demand will exceed supply for many destinations, embracing destination stewardship is not just a strategic necessity; it is a moral imperative and a call to action. We must protect and enhance the places we cherish, ensuring they continue to thrive and inspire for generations to come. 

Destination stewardship goes beyond merely preserving resources; it fosters a holistic, inclusive approach that benefits everyone involved. Stewardship is the most impactful approach because it integrates community participation and opinions, making people feel they are part of something greater. Destination Marketing Organizations have the unique opportunity and responsibility to champion these efforts. By committing to this framework, they can help create a sustainable future for tourism that honors and uplifts both people and places, redefining success to encompass the health and wellbeing of communities and ecosystems. The time to act is now, and the stakes could not be higher. 

If you’d like to learn more and discuss how Resonance is helping places around the world be better stewards of their destinations, we’d love to chat.