In 2024, the Travel Foundation and partners published a report, ‘Creating Equitable Destinations’ that explores what an equitable tourism model looks like. The report includes 25 case studies from around the world and 40 mechanisms that DMOs can use to create positive outcomes for communities .
What does an equitable tourism model look like?
Many Destination Management Organisations (DMOs) and National Tourism Organisations (NTOs) aim to better serve their communities by growing and spreading the benefits of tourism. However, while those directly involved in tourism will gain the most, the burden of hosting visitors is widely felt by local communities. This imbalance has, unsurprisingly, sparked civil mobilisations and protests in destinations around the world. It’s clear that placemaking and benefit-sharing must be part of the future of destination management to maintain public support.
Tourism’s unintended consequences
Through our research we uncovered some of tourism’s unintended consequences that exacerbate inequities.
- Revenue from tourism can leak from the destination and benefit few people locally.
- It can be challenging for small local businesses to access opportunities, which are instead taken by large international companies with greater resources.
- Jobs can be poorly paid and lacking social and legal benefits, particularly for certain groups, while tourism pushes up the cost of living.
- Access to public spaces such as beaches can become restricted, while amenities and services developed for tourists often fail to meet the daily needs of locals, or are priced beyond their reach.
Opportunities to boost wellbeing
However, tourism can also provide significant opportunities to boost local entrepreneurship and community wellbeing. 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 also outlines a pathway to an Equity-Driven Management (EDM) approach, which is grounded in participatory decision-making principles and aims to create a more equitable tourism system by strengthening the hand of destination governance and retaining control of local resources.
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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. This independent research was made possible with the support of 4VI, the Catalan Tourist Board, First Rate Exchange Services, Göteborg & Co and TravelLocal.
Key recommendations
Contribute to the public good
Tourism relies heavily on public resources, so it is only fair that it should contribute to the public good. 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.
Local needs come first
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.
Improve understanding
DMOs and NTOs need to invest in a better understanding of the way value is created and distributed within destination communities, and think critically about who enjoys the benefits and who bears the burdens. 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.
“The Tribal Parks Allies Initiative, a case study in this report, is an inspiring example of how local host communities can receive more benefits from tourism, while also playing a more active role in its management. Beyond this, visitors are also provided with a clear pathway to pay their fair share of tourism’s costs and impacts. Although this example is unique to Vancouver Island and Tofino, it demonstrates how creative and innovative solutions can be created by local communities when they are trusted and empowered to lead. The travel and tourism industry has the potential to be one of the world’s biggest distributors of wealth and a powerful force for sustainable development. The first step to realising this potential is to empower local communities to reclaim their rightful role as leaders in the tourism system and for the benefits of the industry to be more equitably distributed.”
Calum Matthews, Vice President, Sustainability and Strategy, 4VI (Vancouver Island)
