by Lacey Pfalz
Last updated: 9:20 AM ET, Wed July 29, 2026
To help promote health destination stewardship around the world, the World Travel & Tourism Council (WTTC) has published a new policy brief called Destination Stewardship: Creating Value for All, in which the organization identifies seven key principles to help destinations with sustainable growth, stewardship of place and ensuring tourism benefits are enjoyed by residents.
The seven destination stewardship principles are as follows: plan together, grow together; make resident satisfaction the measure of success; plan ahead; understand the issue; more places, more seasons, more value; turn tourism into shared prosperity; and be ready to respond.
“When destinations are managed well, travel & tourism creates jobs, strengthens communities, protects cultural and natural heritage, and delivers lasting prosperity,” said President & CEO, WTTC, Gloria Guevara. “Destination stewardship succeeds when governments, local communities and the private sector work together with a shared vision for long-term success. Our seven principles provide a practical framework that destinations can adapt to their own needs, helping ensure tourism continues to deliver benefits for everyone.”
Included in the brief are examples of destinations practicing the above principles, such as Madrid’s tourism strategy, which focuses on deseasonalization, decentralization and public and private governance. Colorado’s example demonstrates how governance can be a collaborative effort with residents, while Dubrovnik’s example shows how destinations can manage cruise arrivals more effectively and ease pressure without reducing visitor numbers.
The report also includes practical actions that can be implemented immediately, such as beginning to monitor resident sentiment about tourism activities, mapping pressure points where tourist presence is most dense, and promoting lesser-known destinations.
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