It is the coordination of all of the elements that make up the destination. Access, transport, attractions, experiences, safety, health, sustainability – are all elements that are typically managed by different entities. But a good destination manager is able to unite stakeholders behind a common vision, solve problems and proactively steer the destination along the best pathway.
There are two main objectives for a destination manager. Firstly, to improve the visitor experience from the moment visitors arrive to the moment they leave. And secondly, to make sure that the visitor economy is delivering the best ‘returns’ for the destination. A good destination manager works to attract the kind of tourist the destination actually wants, works to make sure the costs and benefits are equitably spread, and ensures that the sustainability, creativity and resilience of the destination is being enhanced by tourism. After all, better places to live in make better places to visit.