Destinations International’s Jane Cunningham and MMGY NextFactor’s Managing Director Cassandra Gilbertson discuss the ways in which DI’s latest biennial study will shape the policy priorities and primary challenges facing destination organisations worldwide over the coming years. A huge shift in business models and strategic responsibilities has been taking place over the last decade, moving from purely marketing organisations to roles responsible for sustainability, destination development and management, advocacy and event impact delivery and evaluation. As destination policymakers adopt “transformative” agendas, destination organisations need to move beyond tourism growth metrics of success.
MMGY MD Cassandra Gilbertson: “Advocacy is foundational to everything we do as destination organisations”
