DESTINATIONS PROGRAM

An Overview

Seleni MatusDirector of Tourism

Belize Tourism BoardJune 2011

What is a a local tourism destination?

• A local tourism destination is a physical space in which a

tourist spends at least one overnight.

• It includes tourism products such as support services and

attractions and tourist resources within one day’s return travel

time.

• It has physical and administrative boundaries defining its

management, and images and perceptions defining its market

competitiveness.

• Local destinations incorporate various stakeholders often

including a host community, and can nest and network to form

larger destinations.

Source: WTO Think –Tank 2-4 December 2002 Madrid

What is destination management?

Source: SNV and M. Fabricus, 2008

How can the GSTC help

Destinations to become more sustainable?

A little bit of theorySource: Butler, 1993

GSTC: Helping destinations to avoid decline: environmental, social and cultural, economic

Destinations WG Goals

The goals for June 2011 – May 2012:

Goal 1: Criteria for sustainable tourism in destinations are developed

Goal 2: Criteria tested in 10 pilot locations

Goal 3: Criteria disseminated

Goal 4: Development of guidance on the roles and responsibilities of stakeholders in tourism destinations

Goal 5: Dissemination of guidance on roles and responsibilities to the 10 pilot locations.

Destinations: Potted history

November, 2009: Idea for the group was born out of a destination think tank organized by Royal Caribbean

December, 2009: Secretariat presented conclusions of the think tank meeting and decided it should operate as an independent working group; became and interim advisory committee within the GSTC

February, 2010: Creation of the Steering Committee; developed objectives, roles and activities of the Destinations WG

April, 2010: First meeting of the Steering Committee; discussed the need for a consultant to develop standards for Destinations

May, 2010: Secretariat presented a proposal submitted by STI to develop criteria for destinations; proposal was accepted but it was established that the GSTC did not have the financial resources to implement it and needed financial support

March, 2011: GSTC Destination working group convened

June, 2011: STI commissioned to develop destination criteria

Destinations WG members

Anna Spenceley (Chair) Individual Africa

Francois Bedard (VC) NGO Global - Americas

Jamie Sweeting Private sector (cruise) Americas

Jiwei Xu Private sector China

Jonathan Tourtellot Individual Americas

Luigi Cabrini UN Agency Global – Europe

Sarah Dayboll Private sector (hotel) Americas

Seleni Matus DMO Americas (Carib.)

Thomas Enderlin NGO Americas

• Currently looking for 2 new members • New candidates needed from Europe, Africa, Asia. • 20 GSTC members interested in Destinations

Process for destination criteria development

• Compilation of comprehensive sources of criteria and indicators for destinations, including sustainable tourism certification standards• SWOT analysis & matrix for evaluation of the criteria• Draft key minimum baseline criteria & indicators for destinations• Stakeholder review• Revision• Pilot launch in 10 destinations• Final report

Linkage with the Standards Setting WG

Destination Program Outcomes

Outcome: Sustainable tourism in destinations

Outputs:

A set of generic criteria for sustainable tourism in destinations

Guidance available for destinations on roles and responsibilities of stakeholders

Technical tools and resources available through GSTC members to support destinations

Availability through GSTC members of technical advice for destinations

Questions?

Thank You!