A new report published today highlights 40 mechanisms that could enable policymakers, Destination Management Organisations (DMOs), National Tourism Organisations (NTOs) and others to better distribute tourism’s benefits across local communities.

The report, Creating equitable destinations: How to manage and distribute tourism’s value to better serve communities,is published by the Travel Foundation with the Centre of Expertise in Leisure, Tourism and Hospitality (CELTH), the European Tourism Futures Institute, Breda University of Applied Sciences, HZ University of Applied Sciences, the Netherlands Board of Tourism and Conventions (NBTC), and Destination Think.

It follows this summer’s global headlines and local protests fuelled by residents’ frustrations in popular tourism destinations. As tourism grows to record levels, the report examines how tourism’s benefits don’t always reach communities, and in some cases tourism activity can exacerbate local inequalities. For example, tourism revenue can be concentrated in the hands of a few, while jobs created can be low paid, and typically 50%-80% of tourist spend “leaks” from the destination, providing little or no benefit locally.

Some of the key recommendations in the report include:

  • Because tourism relies on public resources and maintaining a social licence to operate, destination management should be driven by local needs first and foremost, and consider which groups benefit most from tourism and which bear the burdens. It's time to move beyond general discussions about tourism's contributions and critically examine where the benefits are going.
  • Destination managers can be blind-sided by issues relating to equity. Simply spreading tourism further, bringing in more jobs, or attracting high-spending visitors won’t automatically or necessarily make it fairer – and may even make things worse.
  • Destination managers should recognise the potential broader value that tourism can bring to communities, particularly residents not directly involved in tourism and marginalised communities, for example by contributing to urban regeneration, public infrastructure development and nature restoration.

Tourism is a global and growing industry with significant potential to drive positive societal change, and DMOs are increasingly recognising their role in supporting broader community goals. The report provides 25 case studies where tourism has significantly contributed to local entrepreneurship, improved community wellbeing, and other positive outcomes. These examples offer both inspiration and lessons learned, and demonstrate how tourism stakeholders are already applying tried-and-tested mechanisms to better serve community interests. The report outlines 40 mechanisms to consider, including:

  • Taxes and revenue-sharing initiatives,
  • Business incubation and training programs,
  • Licensing and zoning regulations,
  • Community enterprises and volunteering programs,
  • Product development that integrates local culture and environment protection.
This report is essentially a roadmap for a more equity-driven management approach. You start by identifying the broader community goals that tourism can contribute to, then review the evidence-based mechanisms and real-world case study examples we have gathered and consider our practical guidance on implementation and measuring impact, before deciding what might work in your context. lead author, Bernadett Papp

Implementing these mechanisms will require destination managers to strengthen partnerships with local agencies and embrace a participatory approach with community groups. Policymakers and DMOs should also pay particular attention to balancing foreign investment and economic leakage, resident access to tourism-related opportunities and services, and retaining control of local resources such as land and housing.The report concludes that a more equitable tourism system can only come by strengthening the hand of destination governance, underpinned by a mandate to serve the whole community.

The world is in crisis, but this research shows that so many of the solutions we need are ready to be adopted. We have invested in this report to enable the Travel Foundation and their research partners to lay out a clear path for the travel industry to take bold action. Rodney Payne, CEO of Destination Think, a project partner and lead sponsor

This independent research for the common good was also made possible with the support of 4VI, the Catalan Tourist Board, First Rate Exchange Services, Göteborg & Co and TravelLocal.

The report is available for free at www.thetravelfoundation.org.uk/equitable, and a launch webinar is being held on Wednesday 23 October when the project team will present and discuss their findings.

About the European Tourism Futures Institute

The European Tourism Futures Institute (ETFI) at NHL Stenden University of Applied Sciences is a leader in futures studies and scenario planning for the travel and tourism sector. Through applied and academic research, they support industry associations, government authorities and businesses with designing strategies, business models and concepts for the future. As a research institute at a university of applied sciences, ETFI provides a crucial link between research, education and industry practices.

About Breda University of Applied Sciences

Breda University of Applied Sciences (BUas) is a Dutch higher education institute. About 7,000 Dutch and international students from some 80 countries are studying at BUas. It is one of the world’s largest universities for applied sciences in the fields of tourism, leisure and hospitality.

About HZ University of Applied Sciences

HZ University of Applied Sciences, located in the South-West of the Netherlands, is a middle-sized university with around 4,800 students. It consistently ranks in the top three Dutch multidisciplinary universities of applied sciences since 2011. HZ focuses on practice-based education and research, collaborates closely with the business world and research centres, and maintains a global network of partner universities.

About CELTH

The Centre of Expertise Leisure, Tourism and Hospitality (CELTH) is a knowledge centre set up by Breda University of Applied Sciences, NHL Stenden University of Applied Sciences and HZ University of Applied Sciences. CELTH consists of a team of senior researchers, project managers and programme managers who are deeply involved with the domain of leisure, tourism and hospitality. CELTH aims to encourage public-private partnerships between universities of applied sciences and industry partners.

About NBTC

The Netherlands Board of Tourism & Conventions is the Netherlands’ national destination management organisation. NBTC works for and with partners in different industries on its country’s positioning, development and marketing. Together they work towards turning the Netherlands into a liveable, popular and valuable destination, for residents, visitors and businesses.

About Think

Destination Think is a team of skilled communicators and travel industry professionals who are accelerating travel’s role in protecting the future of our planet. We believe that travel can be transformative, but it must do so without environmental, economic and social harm. We are building momentum for change by gathering the world’s most forward-thinking travel leaders to share travel innovations that are making a difference today and at an exponential scale.

About the Travel Foundation

The Travel Foundation is a leading global NGO and charity that works in partnership with governments, businesses, and communities to develop and manage tourism in a way that maximizes the benefits for communities and the environment. Founded in 2003, it has worked in over 30 countries around the world. For more information, visit www.thetravelfoundation.org.uk.

Ben Lyman
The Travel Foundation