ABSTRACT
For several years, the United Nations World Tourism Organization (UNWTO) has been promoting destination management in its widest sense. This strategy has encouraged destination management organisations (DMOs) (i.e. tourist boards) to broaden their activity beyond traditional areas of delivery, such as marketing, to become more focused on strategic leadership, coordinating the interests of all stakeholders and ensuring that the competitive advantage of the wider destination is maintained sustainably (UNWTO 2007). However, as a result of austerity measures in much of the developed world, DMOs are being forced to do more with less and to rely increasingly on the private sector to deliver on broader destination management issues.
