Communities-as-destinations, Daring to be great, Destined to Astonish!
Destinations become energized and action-oriented when partnerships, alliances and coalitions among all key stakeholders evolve and expand in harmonious and synergistic ways. When people learn together, coach each other, and realize that they share similar interests, concerns, and visions as to what is possible, they create invaluable network effects.
While the most prevalent of existing networks are those focused on sectoral interests - hotels, restaurants, attractions – it’s disconcerting if they neglect to work together or fail to include or involve the citizenry or other key stakeholder groups…a short-sighted fragmentation that holds progress back.
To ensure it doesn’t, the success of Destination-in-Action will ultimately be determined through the effort to create networks-of-trust that bring together all tourism-related enterprises, including all essential stakeholders, including citizens, financiers, suppliers, media, academia, NGOs, neighborhood and business improvement groups - people on the peripheries who play critical roles on behalf of tourism clusters.
Obviously, everyone wants to prosper from tourism, be on the receiving end of win-win benefits, and have the ability to create and capture value…these days a formidable challenge unless more emphasis is placed on encouraging and promoting:
Peoples’ inclusion in discussions and debates…trusting in the wisdom-of-the- crowds;
The sharing of ideas, opinions, and experiences about progress, principles, promises;
Meaningful and auspicious aspirations for tourism within communities-as- destinations;
The strengthening of capabilities manifest with the intent to delight;
Tourism’s role in community-building, place-making, and advancing cultural awareness;
Accountability for delivering on the industry’s fiscal, social and environmental obligations;
Adaption to emergent crises through a combination of radical audacity and incredible practicality;
The ability to fast-track innovation.
Through the exchange of knowledge, policies and practices, and the actual development of Destinations-in-Action Networks, communities-as-destinations are more likely to progress and be productive, enabling possibility and opportunity as the means for achieving new heights of performance through our actions and embodied behaviors, not just through words (branding).