“Sustainability” has been described as one of the most “jargony-ist” words of recent times. Because I talk about sustainability a lot, I get this feedback from everyone – students, hoteliers, tour operators and DMOs. I agree ! The word “sustainability” is used way too frequently and too carelessly – and it’s too bad – because lost in the “I’m so over this word – sustainability” attitude is the important fact that DMOs are important agents of sustainability.
Imagine working to make the destination the best place it could be – a beautiful environment, people treated well and locals celebrating their unique culture, a healthy economy. Imagine you are doing it to get the best from/for the destination today – and that you are working to ensure the destination community remains a great place to be in the years to come. This scenario doesn’t take make imagination for many DMO managers – it is what they do every day.
So – sustainability and improving the “triple bottom line” – people, planet, profits – is core to the role of a DMO manager. Might be time to update the job description ….