Acknowledging that stewardship is not a one-size-fits all approach, we developed the Wayfinder, a by-industry-for-industry destination management framework and tool, to address systemic challenges with clarity and sector-wide innovation.
Our Story
Tourism has the unique ability to cultivate a relationship among a visitor, a place and its people. Involving the natural, historical and cultural capital of a destination, this exchange has an undeniable impact on the people who call that place home. But to address these impacts, there is a need to come together as an industry, aligning on what it means to be destination stewards.
We see the unprecedented challenges destination organizations are facing, including the increasing pressure to respond to social, cultural and environmental challenges within your communities. We also see tourism’s systemic challenges when it comes to implementing change, including the lack of productivity, direction and cohesive efforts to propel the industry forward at scale. Many destinations are individually addressing these challenges in real time, with each attempting to solve common problems through diverse approaches.
Alongside industry leaders, we’ve set out to define a clear pathway for continuous improvement in destination stewardship, identifying strategies with data-driven approaches for measurement and benchmarking. The ability to make informed decisions and measure their outcomes is critical in ensuring destination organizations have adequate resources and support needed to implement stewardship best practices.
We see destination stewardship as a collaborative effort that will require the industry and our communities to join forces for better outcomes.
Introducing The Wayfinder
The Wayfinder offers an impactful intervention for meaningful sector-wide innovation and enlightened disruption, enhancing outcomes for destination organizations and the places and communities they serve.
Based on the Global Sustainable Tourism Council (GSTC) Destination Criteria and aligned with the United Nations (UN) Sustainable Development Goals (SDGs), the Wayfinder provides a robust framework for destination management. It serves as a guiding light for you, providing a path for continuous improvement, where your stewardship capabilities and outcomes are measured, monitored and improved for your destination and the community you serve.
With confidence in strategic planning, decision-making and resource allocation, you can focus on achieving better outcomes for your destination.
- Gain clarity on the role of destination stewardship, as defined by fellow destination leaders and subject matter experts
- Implement a structured approach for continuous improvement and best practices in destination stewardship
- Attain a visible understanding of capability aligned with external standards
- Apply and report on evidence-based progress tracking
- Increase confidence in strategic planning, decision-making and resource allocation
- Make impactful decisions for long-term destination and community benefit
- Utilize global benchmarking to measure, monitor and improve destination outcomes
Evidence Based. Industry Led.
To ensure the Wayfinder aligns with your ever-evolving requirements, we’ve adopted a by-industry-for-industry approach to address key systemic challenges faced by destination organizations worldwide and develop a tool grounded in best practice.
Our commitment to being industry led began with the establishment of the Global Stewardship Innovation Lab—a collective of destinations, thought leaders and stewardship practitioners with a common goal to move the industry into a place of transformation.
About the Framework
Recognized as a set of standards equivalent to the Global Sustainable Tourism Council (GSTC) Destination Criteria, the Wayfinder framework is made up of nine core modules, curated to guide you through a continuous improvement pathway. Each module provides an external standard for destination organizations to self-assess against—providing a visual representation and comprehensive view of their stewardship capability.
Embracing a partnership-driven approach to success, the Wayfinder goes beyond technology. From initial onboarding to ongoing guidance and strategic advice, we're with you every step of the way, ensuring your journey towards destination stewardship is grounded in human connection, expertise and collaboration.
Powered by Miles Partnership
With decades of experience supporting destination organizations, Miles Partnership sought an answer to the tourism sector's shared challenges and the desire for increased collaboration for positive change and better stewardship outcomes.
Through Miles' significant investment in research, technology and innovation, the Wayfinder was developed and the Global Stewardship Innovation Lab established. Together, we are charting a course for the future.
Meet Our Founding Partner: Coraggio Group
Coraggio Group is a leading consultancy firm specializing in strategies and insights for the travel and tourism industry. As the Wayfinder's Founding Partner, Coraggio Group, like our parent company Miles Partnership, is invested in driving positive change within the travel and tourism industry. With expertise in destination stewardship and master planning, stakeholder engagement, and more tourism- and community-focused services, Coraggio is partnering with the Wayfinder to deliver a new solution for advancing destination stewardship commitments and outcomes.
Global Partners
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