Step 1: Commit
step 1 intro
The hardest step in regenerative destination management begins with a commitment.
This foundational step sets the tone for the organisation’s shift towards a future where tourism serves the community and its environment. A strong commitment includes an executive sponsor from senior management, a passionate leader for the programme, allocation of staff time and budget, and a public declaration of intentions.
Executive sponsorship
Executive sponsorship involves more than approval; it requires passionate advocates at the highest levels. These leaders endorse and actively champion the initiative as a strategic priority. This could be the LVEP’s managing director, chairperson of a DDP or an external influential board member.
Sometimes the executive sponsor can initially also be from outside the LVEP, like an external board member or a leader from an organisation that has influence and is keen to drive forward the positive impact of tourism and events. For example, it could be the chair of a tourism association, the CEO of a major anchor attraction, agency, or conference centre.
Key responsibilities of an executive sponsor:
- Advocacy: Communicating the importance of regenerative practices within and outside the organisation.
- Alignment: Ensuring regenerative goals align with the organisation’s vision and mission.
- Resource Allocation: Providing necessary financial, human, and material resources.
- Learning: Developing and transferring knowledge throughout the destination and its work.
When you do not have commitment and resources
Initiatives are often forced to begin without an executive sponsor or identified leadership. Grassroots efforts can lead the way, starting with pilot projects that demonstrate tangible benefits. Consider organising workshops, presentations, and discussions to engage stakeholders and form partnerships with local businesses, educational institutions, and community groups. These efforts can build advocacy, influencing decision-makers to allocate necessary resources to expand the programme across the destination. At which time an executive sponsor may be found to accelerate implementation.
Designating a programme leader
The day-to-day management of the regenerative programme requires focused attention and success relies heavily on identifying a dedicated programme leader or champion. This individual will steer the initiative, engage both internal and external parties and maintain momentum.
Ideally, the LVEP or DDP would allocate resources for a full-time position dedicated to leading its regenerative tourism efforts. However, in the initial phase, a practical starting point would be to appoint an existing team member who is capable
and enthusiastic about taking on this responsibility within their current role. This person could initially dedicate one day per week to start the regenerative tourism activities, and this time could increase as the programme delivers positive results and additional financial resources are identified.
Traits of the ideal programme leader
- Passionate: With a strong interest in social and environmental sustainability. This passion is often contagious to other colleagues and interested parties.
- Visionary: Clear, compelling belief and vision for how the new strategy should be integrated within the organisation.
- Influence: Have influence and connections to gather support and implement actions. This can also be achieved by any colleague who has active and vocal executive support.
- Collaborative: Ability to work across departments and teams, building partnerships and enabling a culture of co-operation.
- Persistence and patience: They should recognise that change does not happen quickly and are skilled at maintaining momentum and overcoming hurdles for long-term benefit.
Formalising the commitment
A public declaration of commitment should be made, outlining the organisation’s intention to pursue and integrate regenerative practices into the destination management plan. This declaration can take the form of a written statement, press release or video, signed by the executive sponsor, LVEP lead accountable body, and shared with all interested parties.
To ensure steady progress and success, it is best to reinforce this commitment by allocating a budget and assigning staff to develop and implement your plan. This investment will provide the necessary resources to achieve your objectives effectively.
Even with budget constraints, you can still demonstrate commitment to sustainable tourism. Encourage your colleagues to incorporate these responsibilities into their existing roles, using their skills and passion to propel the initiative forward, even without additional funding.
Leeds quotes
Making a commitment to regenerative tourism helps destinations work together towards a common goal. In Leeds, working with colleagues from other departments within the council and key partners has created a #TeamLeeds approach and helped sharpen our focus on how the visitor economy can be stronger when committed to action together.
