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Sustainability Leadership Programme

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Sustainability Leadership Programme

Sustainability Leadership Programme Overview

A programme to provide destinations with the necessary insight to help their employees become sustainability leaders within the organisation.

Sustainability Leadership Programme

Introduction to the Sustainability Leadership Programme

This is the start of the Sustainability Leadership Programme. In this first session, we explain some key points to better understand the relevance of this programme for DMOs and the tourism industry.

Sustainability Leadership Programme

Module 1: Introduction to Sustainability Co-Design

Throughout this first module, we'll navigate sustainability with the purpose of identifying the main factors that play a role in the sustainable development of a destination.

Sustainability Leadership Programme

1.2 Sustainability Co-Design: Sustainability, Leadership and Co-Design

The second week of the first module of the Sustainability Leadership Programme consisted of two live appointments. In this section, you can review and rewatch the content of the week.

Sustainability Leadership Programme

1.3 Sustainability Co-Design: On-Demand Material & Activities

For this week, we have prepared a series of on-demand case studies and activities for you and your team to work on depending on your objectives.

Sustainability Leadership Programme

1.4 Sustainability Co-Design: Dolomiti Paganella

This case study will help you understand how the DMO’s activities can improve the life quality of the local community and explore how the organisation can become a sustainability leader within the destination.

Sustainability Leadership Programme

1.5 Sustainability Co-Design: thecamp

Innovation and Excellence are parts of the set of values that we presented at the beginning of the module.

Sustainability Leadership Programme

1.6 Sustainability Co-Design: Îles de la Madeleine

This case study will give you an overview of how DMOs can implement design thinking principles and storytelling to create more value around their sustainability strategy.

Sustainability Leadership Programme

1.7 Sustainability Co-Design: Hawaii Tourism Authority

This case study will provide you with examples of how destinations can protect their cultural and natural heritage while taking into consideration the well-being of locals.

Sustainability Leadership Programme

1.8 Sustainability Co-Design: Case Study Map

The objective of this activity is to help you and your team gather ideas

Sustainability Leadership Programme

1.9 Sustainability Co-Design: Explore Motivations and the Need for Leadership on Sustainability

Through this activity, we want to provide you with all the necessary tools and knowledge to guide a workshop with stakeholders.

Sustainability Leadership Programme

1.10 Sustainability Co-Design: Gather a Collective View on Sustainability Amongst Your Team, Industry and Peers

In this part of the activity, the focus will be on shaping a vision together with your team.

Sustainability Leadership Programme

1.11 Sustainability Co-Design: On-Demand Material & Activities

This week will focus on giving you access to on-demand content and activities to start progressing with your sustainability journey.

Sustainability Leadership Programme

1.12 Sustainability Co-Design: Imagining the DMO in 2050

This resource will help you grasp different lines of thinking when it comes to understanding sustainability as a DMO.

Sustainability Leadership Programme

1.13 Sustainability Co-Design: Tourism Council of Bhutan

This case study will give you an overview of how DMOs can achieve sustainability in the destination by taking into consideration all stakeholders and ensuring their happiness.

Sustainability Leadership Programme

1.14 Sustainability Co-Design: Soneva Resorts

This case study provides an integral overview of how businesses can be part of fostering positive growth and sustainable development in the destination

Sustainability Leadership Programme

1.15 Sustainability Co-Design: Göteborg & Co

This case study demonstrates how even those destinations that are at the forefront of sustainability can keep developing new initiatives and improving their sustainable strategy.

Sustainability Leadership Programme

1.16 Sustainability Co-Design: Case Study Map

The objective of this activity is to help you and your team gather ideas.

Sustainability Leadership Programme

1.17 Sustainability Co-Design: Recruit Your Diverse Empowered Team For The Sustainability Leadership Journey

Through this activity, you'll be able to recruit a panel that will provide you with input throughout the journey to become Sustainability Leaders.

Sustainability Leadership Programme

1.18 Sustainability Co-Design: Frame Your Destination's Sustainability Journey

To complete this activity, you'll need to gather your Diverse Empowered Team and lead a workshop to generate a conversation around your destination's development.

Sustainability Leadership Programme

1.19 Sustainability Co-Design: Round-Up Session

Woohoo! You've completed the first module of our Sustainability Leadership Programme. 🙌

Sustainability Leadership Programme

Module 2: Understanding Sustainability

The module consists of two thought-provoking live sessions and on-demand materials.

Sustainability Leadership Programme

2.1 Understanding Sustainability: Kickoff Session

With this live session, we'll kick off module 2 of the Sustainability Leadership Programme, which focuses on understanding sustainability and its key issues.

Sustainability Leadership Programme

2.2 Understanding Sustainability: On-Demand Material & Activities

During this week we have prepared a variety of on-demand material

Sustainability Leadership Programme

2.3 Understanding Sustainability: Contiki's Sustainability Strategy

This case study will allow you to be inspired by how other companies within the industry are developing their sustainable strategies by adhering to sustainability initiatives and certifications.

Sustainability Leadership Programme

2.4 Understanding Sustainability: Global Sustainable Tourism Council (GSTC)

This case study will provide you with a better understanding of the GSTC Standards and the organisations that can benefit from implementing them.

Sustainability Leadership Programme

2.5 Understanding Sustainability: Biodiversity Feature

This case study will allow you to understand how biodiversity is negatively impacted by tourism activities and how we can better protect it.

Sustainability Leadership Programme

2.6 Understanding Sustainability: Switzerland Tourism

This case study will provide you with an overview of Switzerland Tourism's sustainability strategy, which implements the UNSDGs, and their Swisstainable Programme.

Sustainability Leadership Programme

2.7 Understanding Sustainability: Finland's Feature

This case study will allow you to understand the initiatives that Visit Finland has put in place to encourage sustainable development nationally, as well as what local destinations are doing to encourage action within sustainability.

Sustainability Leadership Programme

2.8 Understanding sustainability: Norway's Feature

This case study will help you see how a sustainable strategy can be developed, and how national certification programmes can help clarify the transformation process for businesses.

Sustainability Leadership Programme

2.9 Understanding sustainability: Case Study Map

As in the previous Module, the objective of this activity is to help you and your team gather ideas.

Sustainability Leadership Programme

2.10 Understanding sustainability: Mapping Needs, Journeys, Stakeholders

Through this activity, we want to help you map out everyone who might be involved in the process of leading sustainability.

Sustainability Leadership Programme

2.11 Understanding sustainability: On-Demand Material & Activities

On the second on-demand week of this module, we're providing you with some other activities that will help you map your organisation's and destination's needs.

Sustainability Leadership Programme

2.12 Understanding sustainability: Goodwings

Through this case study, you'll be able to understand different ways in which businesses can help contribute to sustainability, as well as the importance of establishing partnerships to achieve your goals.

Sustainability Leadership Programme

2.13 Understanding sustainability: TUI

Through this case study, you'll be able to understand the importance of addressing sustainability in the organisation’s strategy, operations and relationships with stakeholders to lead transformation in the destination.

Sustainability Leadership Programme

2.14 Understanding sustainability: WTTC

This case study will allow you to get an overview of the efforts that the key players of the tourism industry are making to guarantee a more innovative and sustainable future by 2030.

Sustainability Leadership Programme

2.15 Understanding sustainability: Wonderful Copenhagen

The case study presents Wonderful Copenhagen's strategy for sustainable tourism and how it contributes to the UN SDGs while addressing sustainability from a triple bottom-line approach.

Sustainability Leadership Programme

2.16 Understanding sustainability: Dolomiti Paganella & Visit Greenland

Through this case, you will be able to understand how two very different destinations have used certifications methods to aid their path towards more sustainable development.

Sustainability Leadership Programme

2.17 Understanding sustainability: Case Study Map

The objective of this activity is to help you and your team gather ideas.

Sustainability Leadership Programme

2.18 Understanding sustainability: Designing a Circular Visitor Economy

With this activity, we want will be focusing on the business angle, as industry practice is at the heart of a more sustainable destination.

Sustainability Leadership Programme

2.19 Understanding sustainability: Round-Up Session

Congratulations! You have completed Module 2 of the DTTT Sustainability Leadership Programme. 🥳

Sustainability Leadership Programme

Module 3: Leveraging Data & Measuring Impact

Throughout this third module, we'll analyse available data by means of setting targets for our organisation's future actions.

Sustainability Leadership Programme

3.1 Leveraging Data & Measuring Impact: Kickoff Session

With this live session, we'll kick off Module 3 of our Sustainability Leadership Programme, which focuses on leveraging data and measuring impact.

Sustainability Leadership Programme

3.2 Leveraging Data & Measuring Impact: On-Demand Material & Activities

During this week we have prepared a variety of on-demand material for you to explore what we covered in Week 10

Sustainability Leadership Programme

3.3 Leveraging Data & Measuring Impact: PiLOT

Through this case study you'll be able to understand how the collaboration between different tourism organisations can result in initiatives that allow entire regions to improve their competitiveness based on data indexes.

Sustainability Leadership Programme

3.4 Leveraging Data & Measuring Impact: Thompson Okanagan Tourism Association (TOTA)

This case study will allow you to get a comprehensive understanding of how a regional organisation can build a centralised data hub with the objective of strengthening the destination's data capacity as a whole to better manage it.

Sustainability Leadership Programme

3.5 Leveraging Data & Measuring Impact: MarketingOost

Through this case study you’ll be able to get an overview of how data can be utilised to improve the destination's strategy and how, when available at hand, data can help all stakeholders make better decisions.

Sustainability Leadership Programme

3.6 Leveraging Data & Measuring Impact: MURMURATION

This case study will help you understand how different types of data, including scientific data, can be used to tackle sustainability issues from a triple bottom line perspective.

Sustainability Leadership Programme

3.7 Leveraging Data & Measuring Impact: ASI Reisen

This case study will help you understand the importance of proving to be transparent in financial terms and how this links with the increased demand for sustainability in the tourism industry.

Sustainability Leadership Programme

3.8 Leveraging Data & Measuring Impact: Case Study Map

As in the previous modules, the objective of this activity is to help you and your team gather ideas.

Sustainability Leadership Programme

3.9 Leveraging Data & Measuring Impact: Mapping Out Our Data Needs

This activity will allow you to focus on the types of data that exist within your destination and that you can employ to develop sustainably.

Sustainability Leadership Programme

3.10 Leveraging Data & Measuring Impact: On-Demand Material & Activities

This week we will focus on giving you access to more on-demand content and activities

Sustainability Leadership Programme

3.11 Leveraging Data & Measuring Impact: GTS Altitude

Through this case study you'll be able to understand what your DMO should look for when entering contracts with intelligence and data providers and how to best use the data obtained to best lead your strategy.

Sustainability Leadership Programme

3.12 Leveraging Data & Measuring Impact: The International Network of Sustainable Tourism Observatories (INSTO)

Through this case study, you'll be able to understand how, by becoming a member of the INSTO network, destinations commit to continuous measurement efforts at the destination level, embracing the context-sensitive and dynamic nature of the concept of "sustainability" itself.

Sustainability Leadership Programme

3.13 Leveraging Data & Measuring Impact: Visit Sørlandet & Dyreparken

This case study demonstrates the value of trialling new and innovative uses of technology to bridge gaps in our understanding of the visitor experience throughout a wide and dispersed geographic area.

Sustainability Leadership Programme

3.14 Leveraging Data & Measuring Impact: Visit Djursland

The case study presents how the Djursland region in Denmark used Mobile Crowd Sensing to gather data about visitor flows and later used it to better adapt their offerings and communication strategies.

Sustainability Leadership Programme

3.15 Leveraging Data & Measuring Impact: Case Study Map

As in the previous on-demand weeks, the objective of this activity is to help you and your team gather ideas.

Sustainability Leadership Programme

3.16 Leveraging Data & Measuring Impact: Designing Our Data Journey

The activity is intended to be completed with your team within the DMO, and if you want, also with your Diverse Empowered Team.

Sustainability Leadership Programme

Module 4: Sustainability & Effective Communication

The module consists of two live thought-provoking sessions and a variety of on-demand material.

Sustainability Leadership Programme

4.1 Sustainability & Effective Communication: Kickoff Session

Before focusing on the three different parts into which the session is divided, we'll start the session with a quick check-in activity: "The Anonymous Greenwash Scale".

Sustainability Leadership Programme

4.2 Sustainability & Effective Communication: On-Demand Material & Activities

‍This week we have prepared a variety of on-demand material.

Sustainability Leadership Programme

4.3 Sustainability & Effective Communication: Planet Abled

Through this case study, you'll be able to understand how destinations can work toward involving disabled individuals in the planning and development of these to make them accessible for people with visible and non-visible disabilities.

Sustainability Leadership Programme

4.4 Sustainability & Effective Communication: The Travel Corporation

This case study will allow you to get a better understanding of the meaning that diversity, equity and inclusion have and their role within the strategy of businesses, which can be translated to destinations.

Sustainability Leadership Programme

4.5 Sustainability & Effective Communication: Sustainability Reporting Feature

Some of the cases that you will find here will include Soneva Resorts and Apple, and they have all been selected for being good examples of effective corporate communication.

Sustainability Leadership Programme

4.6 Sustainability & Effective Communication: Storytelling Feature

This feature aims to present a variety of examples from DMOs that excel at storytelling to inspire you in finding new ways to communicate the story of your destination.

Sustainability Leadership Programme

4.7 Sustainability & Effective Communication: Case Study Map

As in the previous modules, the objective of this activity is to help you and your team gather ideas

Sustainability Leadership Programme

4.8 Sustainability & Effective Communication: Communication Techniques as an Effective Solution

This exercise will help you realise the power of effective communication!

Sustainability Leadership Programme

4.9 Sustainability & Effective Communication: On-Demand Material & Activities

This week we will focus on giving you access to more on-demand content and activities to continue understanding how you can develop sustainability communication strategies.

Sustainability Leadership Programme

4.10 Sustainability & Effective Communication: Tourism Flanders

This case study will provide you with a different perspective on the role of marketing within the destination, allowing you to reflect on how you could use communication differently than we are used to.

Sustainability Leadership Programme

4.11 Sustainability & Effective Communication: Visit Norway

Through this case study, you'll be able to understand how the Sustainability Strategy of the DMO can be digitalised to allow the message to translate into tangible results.

Sustainability Leadership Programme

4.12 Sustainability & Effective Communication: Creators & Influencers Feature

You'll be able to learn more about why communities and purpose matter so much and how influencer marketing can help us achieve our goals by appealing to the interests of potential visitors.

Sustainability Leadership Programme

4.13 Sustainability & Effective Communication: Pledge Strategies Feature

This feature will allow you to understand how destinations have made a commitment to local people and the environment through pledges, as well as to understand when you should use these.

Sustainability Leadership Programme

4.14 Sustainability & Effective Communication: Representation Matters Feature

Through this feature, you will have the opportunity to be inspired by the initiatives of different DMOs that have communicated effectively in regards to diversity and inclusivity.

Sustainability Leadership Programme

4.15 Sustainability & Effective Communication: Case Study Map

‍When you open the template, you will see a different section is provided for each of the cases covered in each of the weeks dedicated to On-Demand Content.

Sustainability Leadership Programme

4.16 Sustainability & Effective Communication: Making Powerful Presentations

Sometimes communication can be more powerful than we realise!

Sustainability Leadership Programme

4.17 Sustainability & Effective Communication: Round-Up Session

Look at how far you've come! You have now completed the fourth module of the DTTT Sustainability Leadership Programme. 🙌

Sustainability Leadership Programme

Module 5: Co-Designing Strategies for a Sustainable Future

In this last module, taking place, we'll discuss the future of destination strategies, highlighting the importance of taking sustainability into consideration as part of our organisation's strategy.

Sustainability Leadership Programme

5.1 Co-Designing Strategies for a Sustainable Future: Kickoff Session

With this session, we'll kick off the last module of the DTTT Sustainability Leadership Programme, which focuses on co-designing strategies for a sustainable future.

Sustainability Leadership Programme

5.2 Co-Designing Strategies for a Sustainable Future: On-Demand Material & Activities

This week we have prepared a variety of on-demand case studies for you to explore different project initiatives and approaches in-depth.

Sustainability Leadership Programme

5.3 Co-Designing Strategies for a Sustainable Future: Wonderful Copenhagen

The case study allows you to get an in-depth understanding of how innovation can foster rapid adaption to dynamic situations with design thinking and collaboration.

Sustainability Leadership Programme

5.4 Co-Designing Strategies for a Sustainable Future: UNWTO

This case study provides you with a comprehensive understanding of how innovation and start-up ecosystems can be a catalyst for sustainable development in tourism.

Sustainability Leadership Programme

5.5 Co-Designing Strategies for a Sustainable Future: Îles de la Madeleine

This case study highlights the importance of co-creation and collaboration in developing a sustainability strategy. It shares an example of how strong relations between stakeholders and the local community can lead to impactful solutions.

Sustainability Leadership Programme

5.6 Co-Designing Strategies for a Sustainable Future: Bordeaux Tourism

In this case study, Julie Benisty, from Bordeaux Tourism, explains how they use digital tools to support their digital strategy and how they co-create the destination's strategy with the locals.

Sustainability Leadership Programme

5.7 Co-Designing Strategies for a Sustainable Future: Case Study Map

As in the previous modules, the objective of this activity is to help you and your team gather ideas

Sustainability Leadership Programme

5.8 Co-Designing Strategies for a Sustainable Future: Conducting a Retrospective

On the second on-demand week of this module, we're giving you access to more on-demand content and activities to continue understanding how you can co-design your destination's sustainability strategy.

Sustainability Leadership Programme

5.9 Co-Designing Strategies for a Sustainable Future: On-Demand Material & Activities

‍On the second on-demand week of this module, we're giving you access to more on-demand content and activities.

Sustainability Leadership Programme

5.10 Co-Designing Strategies for a Sustainable Future: IBM & SNCB

Through this case study, you'll be able to get a better understanding of how design can be integrated into processes to solve pressing challenges through Big Data, AI and innovation.

Sustainability Leadership Programme

5.11 Co-Designing Strategies for a Sustainable Future: GIZ & TUI Care Foundation

This case study will provide you with the highlights of how a market-based solution approach can lead to a longer-lasting and deeper impact on the local community and businesses.

Sustainability Leadership Programme

5.12 Co-Designing Strategies for a Sustainable Future: IBM

This case study will help you gain insights into how digital technologies are leading the emergence of Sustainable Enterprises and supporting businesses in reducing their environmental impact.

Sustainability Leadership Programme

5.13 Co-Designing Strategies for a Sustainable Future: Case Study Map

As in the previous on-demand weeks, the objective of this activity is to help you and your team gather ideas

Sustainability Leadership Programme

5.14 Co-Designing Strategies for a Sustainable Future: Exploring Our Sustainability Strategy

During the Sustainability Leadership Programme, we have explored the concept of sustainability, reflected on our data needs to achieve a stronger impact within the destination, discovered different communication strategies and analysed the value of applying co-design techniques. So, how does all of this come together?

Sustainability Leadership Programme

5.15 Co-Designing Strategies for a Sustainable Future: Round-up Session

CONGRATULATIONS! You have now completed the DTTT Sustainability Leadership Programme. 🥳

12 Stages of Transformation

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12 Stages of Transformation

Stage 1. The Holistic View

Here is a complete look at the four key pillars of the organisation including it's culture, people, process and purpose.

12 Stages of Transformation

Stage 2. The Visitor Cycle

This is a strategic assessment of strategic positioning considering message, channels and touchpoints.

12 Stages of Transformation

Stage 3. Product & Experience

In order to prioritise the importance of strong product as a living part of the brand, we'll look at it from multiple angles.

12 Stages of Transformation

Stage 4. Shaping the Brand

Conducting a full brand review, we'll identify the right tone and pitch to produce guidelines underpinning it.

12 Stages of Transformation

Stage 5. Markets & Audiences

An assessment of current market strategy in view of shifting demographics and the rise of emerging markets.

12 Stages of Transformation

Stage 6. Content & Engagement

A deep strategic planning Methodology to draft, build and nurture the right content approach around the brand.

12 Stages of Transformation

Stage 7. Targeting & Distribution

Auditing, development and refining of content targeting and distribution strategy putting data at the core.

12 Stages of Transformation

Stage 8. Performance & Measurement

Evaluating marketing performance, setting clear KPIs and a process of evaluation and iteration.

12 Stages of Transformation

Stage 9. Partnerships & Alliances

Unlocking the potential of partnerships to build narrative around and amplify the potential of the brand.

12 Stages of Transformation

Stage 10. Technology & Disruption

Reviewing current use of technology and identifying disruptive forces emerging and how to tackle them.

12 Stages of Transformation

Stage 11. Knowledge & Insights

Establishing a culture for knowledge exchange internally in the workflow and externally through industry.

12 Stages of Transformation

Stage 12. Exploration & Innovation

Prioritising innovation as a process to tackle challenges, evaluate trends and identify opportunities.

Understanding Destination Needs

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Understanding Destination Needs

Introduction to Understanding Destination Needs

Welcome, we're so thrilled to have you take part in this training pathway, part of the Digital Tourism Think Tank.

Understanding Destination Needs

1. An Introduction to Destinations

Understanding the wide range of organisations responsible for tourism

Understanding Destination Needs

National Tourism Organisations

Understanding the wide range of organisations responsible for tourism

Understanding Destination Needs

City Tourism Organisations

Primary Strategic Focus of Cities

Understanding Destination Needs

Regional Tourism Organisations

Primary Strategic Focus of Regional Tourism Organisations

Understanding Destination Needs

Enterprise & Government Agencies

Primary Strategic Focus of Enterprise, Growth and Government Agencies

Understanding Destination Needs

2. DMO Strategy & Tactics

How to frame your solutions and be a relevant supplier for Destinations.

Understanding Destination Needs

DMOs in the Visitor Cycle

What’s the role of the DMO in the visitor cycle?

Understanding Destination Needs

Partner Marketing Campaigns

Driving Impact through Partnership

Understanding Destination Needs

Collaborative Initiatives

Destinations getting smart with partner marketing

Understanding Destination Needs

Data as the New Gold

Destinations getting smart with partner marketing

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