ABSTRACT
This chapter explains the key leadership functions of destination management organizations (DMO). It describes different leadership theories and approaches. The chapter reviews servant leadership and also explains why it is appropriate for destination management. It focuses on ethical codes and practices for DMOs and their leaders. The chapter discusses the silo effect and its presence in the tourism sector and destinations. It examines destination coordination and how DMOs accomplish coordination. The chapter reviews the links from destination leadership and coordination to governance. It also describes accountability and the actions required of a DMO to demonstrate it is accountable. DMOs and their leaders must behave ethically, and how they conduct business and interact with others is closely connected to leadership. Of course, being accountable requires that the DMO is a good steward of resources, and so this is also a high priority leadership role. Leading tourism marketing is essential, as are quality assurance and visitor management.
