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Through this inspirational activity, we want to help you establish a vision for the destination's story towards sustainable development. Establish the goals you would like your destination to achieve in the short-, medium- and long-term and analyse how data can help you attain them.

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The activity is intended to be completed with your team within the DMO, and if you want, also with your Diverse Empowered Team. This will allow you to set realistic goals for the destination, taking into consideration different stakeholder and sector perspectives, as well as the data sources we have or would like to have.

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1. Establishing Goals

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The first part of the activity, which is located in the superior part of the template, will help you find inspiration to drive the change of your destination's story through the establishment of goals.

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Establishing Short-Term Goals

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During this exercise, allow each member participating in the activity to ideate on the goals they believe are achievable in the destination by the year 2025. Focus on the goals that could be achieved by the different stakeholders within the tourism industry of your destination: hotels, transportation, etc.

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In order to help you in setting some of these goals, below you can see some of the actions proposed by WTTC for different sectors in their Net Zero Roadmap for Travel & Tourism:

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Accommodation:

• Eliminate the use of plastics and reduce packaging materials.
• Source components of the food value chain locally.

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Tour Operators:

• Reduce printed materials / brochures.
• Reduce energy consumption in the office.

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Aviation:

• Implement state- of-the-art aircraft technology for flight profile optimization.

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Cruise:

• Deploy lower carbon fuels.
• Optimise engine operational performance of the ship.

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OTAs & TAs:

• Introduce shared mobility services.
• Prioritise critical business travel.

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Establishing Medium-Term Goals

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Now, allow each member participating in the activity to ideate on the goals they believe are achievable in the destination by the year 2035. Below you can find some of the actions proposed by WTTC for different sectors in their Net Zero Roadmap for Travel & Tourism in the medium-term:

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‍Accommodation:

• Implement waste management systems.
• Introduce electric vehicle charging stations.

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Tour Operators:

• Educate hotels on environmental topics.
• Assess sustainability performance of the tours.

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Aviation:

• Fleet renewal - Replace old fleet with the more sustainable aircraft.
• Improve performance of the existing aircraft.

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Cruise:

• Further improve the energy efficiency framework.

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OTAs & TAs:

• Support alternative solutions for business travel.
• Display accommodation partners’ sustainability certificates & initiatives.

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Establishing Long-Term Goals

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Lastly, allow each member participating in the activity to ideate on the goals they would like the destination to achieve by the year 2050. We have included some more examples proposed by WTTC for different sectors in their Net Zero Roadmap for Travel & Tourism:

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Accommodation:

• Introduce on-site renewable power generation.
• Increase electrification.

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Tour Operators:

• Increase energy efficiency in the office.

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Aviation:

• Set up the policy infrastructure required for SAF (Sustainable Aviation Fuel) acceleration.
• Accelerate research into radical airframe designs, electric and hydrogen propulsion.

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Cruise:

• Test fuel cells technologies.
• Explore alternative power systems.

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OTAs & TAs:

• Increase energy efficiency in the office and deploy renewable energy.
• Introduce post-trip CO2 reporting tools.

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Feel free to download WTTC's full report here

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2. How Can Data Help Us Achieve Our Short-, Medium-, and Long-Term Goals?

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The data and indicators which are going to get the destination there are secondary to the bigger idea behind the journey itself, and the data will then follow the journey:

1. What do we need to know before we can start?
2. What is our baseline and how can we establish foundational data?
3. Who can help us to understand, monitor, challenge and aspire to improve?
4. What role can emerging technologies play to accelerate our transformation?
5. What are the milestones, risks and barriers which might hold us back?

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You can think about all of these during the second part of the activity, which is located in the lower half of the template. These sections allow you to focus your attention on how data will help you achieve those goals previously stated, and which types of data you will require to do so.

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To start with, ideate for a couple of minutes around each of the areas provided for each of the time horizons. Then, discuss together as a group which of the ideas noted down will be more accessible and possible to implement within your destination.

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• Which indicators could you use to measure your progress? Are there any specific KPIs that come to mind?
• What types of data will you need to be able to achieve these goals? Public, private or user data? Do you already have the data you will require or will you have to acquire it?
• How will you leverage the data? How will you monitor the progress? How will you transparently communicate your achievements or downfalls? Will all this data be integrated with the systems that exist within the destination?
• What are the barriers that you might face during this journey? Are you able to prevent them? If so, how?
• Are you ready to get started? You can complete this activity by downloading the template below.