Destination stewardship and sustainable tourism
Tourism organizations are expanding their roles beyond destination marketing to destination management
Overview
Destination stewardship is critically important to ensure California’s tourism economy remains an economic engine for all Californians. The tourism industry’s long-term viability depends on its ability to protect, preserve and promote the traveler experience.
Visit California began developing California’s first statewide “Destination Stewardship and Sustainable Travel” plan in 2019 that provides a road map to guarantee the ongoing vibrancy of California’s travel and tourism industry. It includes a robust situation analysis, vision, strategies, implementation guidance and identified resources to support the plan’s goals.
These plans will help tourism stakeholders, residents and civic partners prepare for the future in their destinations, particularly in regards to sustainability. Visit California is currently supporting each of California’s 12 regions in implementing strategic tourism plans.
Stewardship and sustainability resources
- View best practices to help tourism professionals.
- Download the Responsible Travel Code toolkit to promote responsible, respectful visitation.
- Read about meaningful stewardship and explore the library of stewardship articles on the Travel Matters website.
