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Home / Destinations and Communities / Destination Planning / Planning Process / Destination Leadership and Coordination / Leadership & Roles
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Leadership & Roles

Successful destinations have strong leaders. Local destination leaders or ‘tourism champions’ create a common sense of purpose and provide a strategic focus for a destination. Effective leadership also leads to clearly defined roles and responsibilities. Stakeholders in the tourism industry have a wide range of interests, skills, knowledge and expertise, and clearly identifying their roles is important in leveraging the individual skills of each stakeholder.Read more
Successful destinations have strong leaders. Local destination leaders or ‘tourism champions’ create a common sense of purpose and provide a strategic focus for a destination. Effective leadership also leads to clearly defined roles and responsibilities. Stakeholders in the tourism industry have a wide range of interests, skills, knowledge and expertise, and clearly identifying their roles is important in leveraging the individual skills of each stakeholder.

 

A landmark report by the Sustainable Tourism Cooperative Research Centre identifies best practice strategies for regional tourism destinations in regard to stakeholder participation and roles. The Sustainable Regional Tourism Destinations report highlights the key leadership roles of the following stakeholders in best practice regional destinations:

Destination Management Tip

Clearly identifying the roles of stakeholders within the destination management framework is important in leveraging the individual skills of stakeholders and having a clear set of actions and responsibilities for each stakeholder.

 


State or Territory Tourism Organisations

  • Provide strong leadership and strategic tourism expertise to support local / regional destinations;
  • Facilitate strategic destination planning processes;
  • Assist with support and advice on how to lobby for investment and prepare grant applications;
  • Develop and implement strategic marketing campaigns;
  • Facilitate cooperative network development.

 

Regional and Local Tourism Organisations

  • Provide visionary leadership;
  • Develop a clear vision and values;
  • Foster cooperation between local and regional industry operators;
  • Develop effective board structures and clear roles and responsibilities of members;
  • Promote transparency and accountability in decision-making.

 

Local Government

  • Work cooperatively with local and regional tourism organisations;
  • Initiate a dedicated tourism committee within Council;
  • Initiate a tourism strategy planning process that is linked with local government policy and plans;
  • Provide financial support for visitor information centre development and infrastructure development;
  • Develop policies to support sustainable tourism development.

 

There are a wide range of additional stakeholders that play important roles in successful destination planning, development, management and marketing. Please see the ‘Stakeholder Representation and Engagement’ section for more information.


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