6.1.2. Destination management needs a coordinated and strategic approach
The Policy recognizes that destination management consists of the coordinated
management of all the elements that make up a tourism destination taking a
strategic approach to link-up these sometimes very separate elements for the better
management of the destination. Such a joined-up management helps avoid
overlapping functions and duplication of effort with regards to promotion, visitor
services, training, business support and identify any management gaps that are not
being addressed.
6.1.3. Destination management essential to address the complexity of tourism sector
The Policy further recognizes that destination management has become essential in
an increasingly complex tourism sector – with new actors breaking into the scene,
rising competition among destinations, technological transformation, new business
models, rapidly changing consumer patterns and trends, raising awareness on the
need to ensure sustainable tourism, the need to preserve the welfare of the
residents and local communities and ensure a harmonious interaction with the
tourist and visitor etc.
6.1.4. Adopting a destination centric approach
The Policy accordingly advocates a shift from department centric and scheme centric
approach to a destination centric approach for planning, development and
management of tourism. The Competition in tourism is not confined to tourism
service providers, but the most decisive competition struggle takes place between
the destinations. In order to enhance competitiveness and achieve sustainable,
responsible and inclusive growth of tourism destinations, create synergy and
convergence in the efforts of various public and private agencies, Destination
Management Organizations need to be set up urgently.
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