Wayfinder Destination Management

Planners have long known the benefits of CSR in connecting attendees to the local community. Pathfinder Taking this idea a step further, it provides an evidence-based framework for destination management – ​​namely, community-centered tourism that fosters a sense of ownership through the empowerment and participation of residents.

Recently launched in International Destinations2024 Annual General Meeting Pathfinder The Destination Management Tool, powered by the Miles Partnership, provides the first industry-led, evidence-based framework for destination management.

Built on a proven SaaS platform, Wayfinder provides a clear path for destination organizations to develop and advance management strategies. The purpose-built software is designed to allow organizations and management advisors to streamline operations and invest resources in the areas that matter most to destinations and the communities they serve. Aiming to increase community engagement and the overall well-being of destinations, Wayfinder’s strategic partnership with Destinations International will drive a unified approach to destination management across the industry.

The creation and discussion of this framework was supported by Global Management Innovation Labcomposed of thought leaders, management practitioners and researchers in the tourism industry, with diverse race, culture, gender and thinking.

“We want to break down some of the ambiguity around the term destination management – is it marketing or is it management? – and put some definition behind management. So part of the remit of the Innovation Lab is to define what best practices for management look like,” Kristin Dunne of global strategic marketing consultancy Miles Partnership told Prevue at DI 2024. “Wayfinder has modules that define what an organization needs to do to take a management approach. Essentially, it’s about looking after a destination from an economic, social, cultural and environmental perspective.”

Beyond economic measures

Until now, tourism organizations have been unable to adequately measure or evaluate management outcomes beyond economic indicators. Wayfinder provides an intuitive understanding of an organization’s capabilities in four areas: (1) economic prosperity, (2) environmental protection and ecological balance, (3) social well-being, and (4) identification and protection of cultural heritage.

For group events, planners work with DMOs that use Wayfinder to give attendees a better understanding of the destinations they are visiting.

“By gaining a holistic understanding of the destination and the role that events play in its well-being, groups can become part of the place’s DNA and become integrated into every aspect of local life,” Dunn noted. “Meetings and conventions are vital to the destination and seasonal. Therefore, continuing to offer this flourish year-round will benefit local communities.”

Since the outbreak, destinations are reassessing how to harness the power of tourism for the benefit of their communities and visitors. Research from more than 300 destination organizations in North America and Europe, supported by the Myers Partnership, shows that most residents do not feel included or involved in the development or management of tourism in their communities, with less than one in five destination organizations reporting the opposite.

Changing social, cultural, environmental and economic priorities are forcing tourism organizations to become more active advocates. This requires them to expand their roles – far beyond the traditional destination promotion of the past – to adopt a community-centric approach.

You may also be interested in…

Friendly Traveler Program Brings CSR Benefits to Groups

PCMA and SANCBE launch climate sustainability conference

CHLA Launches “Hotel Cares” Program