Many factors account for the increased focus on effective destination management, all of them urging destination management organizations (DMOs) to face and adapt to new challenges. From traditional marketing and promotion boards the trend is for these entities to increasingly enlarge their scope to become all embracing DMOs, aiming to enhance the competitiveness and sustainability of destinations within a harmonious relationship between the residents and visitors.
These guidelines aim to stress the relevance of having a leading organisational entity at destination level and setting a sound framework of criteria and indicators, to provide a set of recommendations for DMOs to improve their planning, managing and institutional governance.