Miles Partnership and Destinations International launch first evidence-based framework for destination stewardship

Launched at Destinations International’s 2024 Annual Convention in Tampa, Florida, the Wayfinder is a new software offering the first industry-led, evidence-based framework for destination stewardship. The convention has been highlighting the critical role of destination organisations in fostering community engagement, resilience, and stewardship. “There is currently no common definition of destination stewardship or best practices,” Karin Mast, senior vice-president of Miles Partnership, explained. “The Wayfinder will change that by helping destination organisations define their current status and plan for future goals.” Leading tourism organisations, including Destination Queenstown, Los Angeles Tourism, and 4 Vancouver Island (4VI), are putting themselves forward as prototype destinations for the newly-released Wayfinder. The Wayfinder, built on a proven SaaS platform, provides a clear path for destination organisations to develop and advance stewardship strategies. The development team believes the software will transform destination management, allowing tourism organisations to streamline operations and honein on key areas. The Wayfinder allows organisations to self-assess using a framework based on the Global Sustainable Tourism Council Destination Criteria and align with the UN Sustainable Development Goals. Beyond economic indicators, it measures stewardship outcomes in Economic Prosperity, Environmental Preservation, Social Well-Being, and Cultural Heritage Preservation. “This is a transformational shift in tourism,” Adam Burke, president and CEO of Los Angeles Tourism, said. “We’ve discussed the serious challenges with travel and tourism leaders, and it’s clear these can only be solved through ongoing collaboration and collective impact. By adopting a unified framework, we can create lasting positive impacts for our communities.” “We’re proud to partner with the Wayfinder and introduce this new technology at our Annual Convention,” said Don Welsh, president and CEO of Destinations International. “Addressing issues of over-tourism and other negative impacts requires a shift in how we engage residents and stakeholders to protect the future of destinations.” Since the pandemic, destinations are re-evaluating tourism’s role for both community and visitors. Miles Partnership’s research with over 300 destination organisations in North America and Europe shows most residents do not feel included in tourism development. This is pushing tourism organisations to adopt a community-centred approach beyond traditional promotion. “A focus on economic growth is changing to consider its impact on the community, environment, and culture,” Sarah O’Donnell, marketing and communications director of Destination Queenstown, said. “A true destination stewardship approach involves the entire community. We’re thrilled to partner with the Wayfinder to identify areas of opportunity and growth.” “There’s a saying that ‘a great place to live is a great place to visit’,” said Anthony Everett, president and CEO of 4VI. “Unfortunately, a great place to visit isn’t always a great place to live. As a social enterprise, we’re ensuring travel remains a force for good by reinvesting surplus revenue into local projects. The Wayfinder helps us align our initiatives with community needs.” The Wayfinder will provide the first sector-wide data showing trends, gaps, and opportunities to support vibrant communities. This tool shows Miles Partnership’s commitment to using research, strategy and technology to advance the tourism industry.