Explore how DMOs drive sustainable tourism using TALC, SWOT/PESTEL, carrying capacity and tourist typologies to develop strategic destination plans in this business and tourism management assignment sample.
Tourism industry is dynamic and highly competitive sector that contributes to the economy by generating the higher revenue. For students seeking help writing assignments on sustainable tourism management, this DMO analysis provides essential frameworks. Tourism refers to the act and procedure of spending time away from their usual environment in pursuit of relaxation, entertainment and recreation at the same time by using commercial services. Destination management organisation (DMO) plays the most crucial role in the tourism industry and helps the specific country in improving the tourism business. DMO refers to the corporations which manages and organises the variety of goods and services at famous travel destinations. In simple words, they are the organisations which make travel and tour experiences smooth for the tourists (Perez, 2022). DMO is highly important in nurturing the sustainable tourism development. The organisations incorporated and coordinated the different elements of supply chain of tourism, aligning management activities with other associated regional policies like environment, transportation and economy.
The major task of the destination management organisations is to interact with the potential tourists and apply sustainable tourism through planning & management. They utilise marketing channels to promote the ethical and sustainable activities among the people and convince them to support eco-friendly tourism. Further, economic, social and environmental are the three pillars of sustainable tourism and DMO’s make focus on all the three concerned elements. DMO function as learning enterprises, regularly obtaining and transferring knowledge and considered as intermediaries among the external environment and destination. They support and promote the socio-cultural elements, technology, health and safety issues, security factors and international mobility to address the issues like digital transformation, customer preferences, climate change etc. Moreover, it is crucial for the DMOs to continuously adapt as well as innovate to uphold their appeal and stand out in the competition. Visit Britain, a tourism organisation of UK has been selected. The report will analyse the strategic role of the destination management organisation in developing the sustainable tourism.
Tourism considered as strategic asset and holds an important role in the economic stability, social cohesion and cultural heritage preservations at local and global level. Tourism at both regional and international level creates millions of job opportunities every year. Tour and travel companies such as; Exodus travel, Insight Vacations, Intreprid Travel and many more offers numerous jobs to the local people. In terms of global aspects, approximately 270 million employees are employed in the tourism industry (International Labour Organisation, 2024). Further, tourism related activities connect the people from different countries with each other. Tourism promotes community solidity and pride through increasing solidarity, mutual support and collaboration between local people and businesses. For example, New Zealand is concentrating on off-peak visit to support the productive development of tourism industry and contributes to community (Boniface, Cooper and Cooper, 2021).
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Tourism companies promote the local culture, cuisines and traditions. It supports and preserves the culture of the tourism destinations which offer benefit to the local people. At international level, the DMOs make different campaigns that show local culture so that foreigners get aware from the local culture and attract to it and make plans for holidays. For instance, Maldives highly pays attention on community participation and cultural preservation. There are several resorts that recruit local candidates and offers training to improve their skills (Lily Tours, 2025). Resorts and hotels provide cultural experiences which enable the tourists to know about the Maldives traditions. They organise activities such as; traditional cooking classes, guided tours of rural or village areas as well as regional handicrafts workshops to boost the local culture.
Tourism is one of the major growth drivers of the regional and global economy. There are numerous businesses that operate under the tourism industry such as; travel agencies, adventure tourism, event management, airlines, car rental and many more. All these businesses directly or indirectly contribute in UK and global GDP (gross domestic product). According to UNWTO, global tourism virtually recovered around 99% after pandemic in the year of 2024. Further, in 2024 1.4 billion global tourists were recorded which is 11% higher as compared to 2023 (UNWTO, 2025). Further, in 2023 travel and tourism industry contributed around 9.1% to global gross domestic product. There were nearly 27 million new employment opportunities which shows 9.1% growth as compared to the year 2022 (WTTC, 2025). For example: In UK, tourism related business created around 3.39 million jobs in the year of 2023 and thereby helps people to earn & improve their life (Statista, 2025).
Tourism industry provides great opportunities, particularly for the developing economies and countries. They strengthen the local economy by offering jobs and fair wages to the individuals. Organisations pay taxes to the government which further used in the development of local infrastructure. The sector also facilitates the preservation of natural environment, cultural assets and norms that help in reducing inequality as well as poverty. For instance, in the year 2022, almost 1.7 million people visited Maldives and spent around $4.2 billion which increased the country’s GDP (Namchavadze, 2023). The country heavily relies on the tourism sector to enhance the economic conditions. Tourism sector is highly beneficial that not only allows the tourism organisations to earn profits but also helps government in improving the local economy.
Tourism industry has an immense impact on society and culture. In terms of social development and culture preservation, destination management organisations contribute to the significant level. These organisations are responsible for supporting and promoting the development of society. DMOs bring all the potential stakeholders with each other in the destination and local communities. They make coherent tourism strategies and apply in an appropriate way in pursuit of common goal and thereby ensure sustainability (Ramkissoon, 2023). Organisations encourage the local businesses and people to confidently communicate with tourist who come from the foreign countries. Tourism activities provide chance to the visitors to know the local culture, food and take good moment with them when they complete their travelling. For example: Visit Britain is an official tourism organisation of the United Kingdom that continuously do efforts to support the culture and bring tourists with the diverse background (GOV.UK, 2025).
The organisation works with the UK Trade and Investment, airline companies, travel agencies, international brands and official tourism authorities of the England, Scotland, Wales and London. Visit Britain improves the UK’s culture and social inclusivity by their marketing efforts. Further, the tourism destination organisation makes sure that each visitor feels safe and protected while visiting the UK’s different areas (Ryan, 2020). They understand the health & safety of the tourists and makes focus on risk assessments to reduce the harm. When local people meet with the foreign people when they visit country, it helps in reducing discrimination and inequality among people. In general, tourism is great way to promote diversity & inclusion and improve the communal respect between people.
Destination management organisations contribute in managing the environmental impact as well as save natural resources. The organisations draft and apply policies that contribute in balancing the economic benefits with the preservation of natural resources. They use and also motivate local people & businesses along with the visitors to adopt sustainable approaches. DMOs show accountable travel behaviour like reducing waste, minimising use of water & energy and respects the local cultures. For example: Visit Britain sets out policies and regulations for the tourism organisations. All companies related to tourism have to follow the rules and make their business sustainable. The organisation aims to reduce carbon emission by 100% till year 2050. This in turns help in reducing the climate change issues and loss of natural resources (Visit Britain, 2025). It focuses on addressing those issues such as climate change, ever-changing needs of customers as well as digital transformation so that they can provide good experience to the guests at the same time protecting the environment. Visit Britain encourages the all large, medium and small sizes tourism companies to invest in green energy. Nowadays, many tourists buy services and products from those companies that use ethical approaches. People are showing their concerns for environment and do all efforts to save the environment. It is obvious when companies will utilise the sustainable practices then they would become able to attract more customers (Gretzel, 2022). This approach allows balancing the economic advantages with preserving natural resources. For instance: Edinburg will facilitate tourists & businesses to make eco-friendly decisions by adapting to as well as capitalising on major city enhancements like City Centre Transformation.
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The model is largely utilised model to study the development of specific tourism destination. TALC model states that a tourism area develops through six predictable various phases such as; exploration, involvement, development, consolidation, stagnation and rejuvenation or decline. In exploration phase, few people visit destination and pattern of visit is irregular. For instance, several regions of Latin America are in exploration phase as limited people visit these areas. In involvement stage, the number of visitors in specific area is growing. Good marketing strategies can help those destinations to increase visitors. Development is the phase in which the areas and regions becomes largely known as travel attraction (Gore et al, 2021). For example, Maldives and Indonesia are the best examples of development stage. Recently Maldives and Indonesia has seen growth in terms of tourism and many people are visiting these places in a high level. Consolidation is the phase in which visitors numbers are greater than residents. For instance, Barcelona which is situated in the Spain is in consolidation stage. The number of travellers are increasing in Barcelona is higher than local people due to its beaches, bars, cuisine and modern culture. Stagnation is the phase where numerous aspects of attractions have reached at extreme capacity and now it cannot develop any further. For instance, Singapore has great history of tourism and appears to be in stagnation phase. The visitor’s numbers have increased at maximum level and growth rate is showing declining trend. Decline is the stage in which the destination is no longer capable to compete with other new attractions. Sutro Baths (San Francisco) is the example of decline stage that lost its appeal.
SWOT analysis which is an excellent framework helps organisations to identify and analyse internal and external factors that can impact operations. For example, Visit Britain uses the SWOT analysis to know the organisation’s strengths that help them to make decision regarding the resource allocation. By knowing weaknesses, the DMO makes the strategies so that they can reduce or overcome the problems. The tourism organisation focuses on opportunities like the growing use of digital marketing that helps in making decisions related to the promotion. Further, DMO pays attention on competition which is considered as the biggest threat and make strategies to compete with other destinations. PESTEL analysis is another useful framework which is helpful for Visit Britain to find current external situation (Antošová, Hausmann and Pfeifer, 2021). The organisation becomes able to know political and legal situation of country and uses this information to make business related decisions. By knowing the social factors, the organisation tailors its services and products to meet the tourist’s expectations. The tool allows the DMO to know the current tax rates, inflation and interest rates and then do future planning. With the help of macro-environment analysis, DMO knows about the advanced technologies which prove to be useful for making the marketing strategies, attract customers and make tourism more sustainable (Morrison, 2023). Finally, destination management organisation can know about the environmental rules, acts and guidelines set by the UK government to protect environment. Visit Britain often implements both the tools so that they can improve tourism in UK.
Carrying capacity refers to the inherent property of the ecosystems which certainly creates the limits on manipulative human activities. Basically, carrying capacity management involves social, environmental and economic indicators along with the satisfaction and influences of tourists. It is the most important for the tourism destinations to set the limit of tourists in particular destination so that it does not harm attractions, environment and overall ecosystem. Nowadays, overtourism is one of the major issues facing by the tourism destinations due to marketing and other factors (Von Magius Mogelhoj, 2021). When destinations become astounded by the tourists, it can lead to adverse consequences for both visitors and local people. DMO can manage the overtourism by measuring the carrying capacity of tourism destinations. DMO can utilise ecological footprint concept to evaluate the carrying capacity. They need to take overall country bio capacity and divide it from per-capita ecological footprint. It helps to identify how many persons that specific destination can support in eternity at their present rate of consumption. By evaluating carrying capacity, DMO can reduce the problem of over tourism which is crucial to prevent misuse or overconsumption of natural resources. If people are visiting the destination in a high manner which crosses the carrying capacity then DMO can make some strategies to reduce it. Motivate off-season travelling and destination management plan are great strategies to maintain the carrying capacity. By encouraging people to do travel in off season can help DMO in reducing over tourism and makes sure the long-term viability.
Tourist behaviour and typology plays a significant role in the tourism industry. By understanding the different types of tourist behaviours, a destination management organisation can develop or modify the products & services and meet the individual needs of the tourists. According to Cohen's Tourist Typology there are four kinds of tourists such as; drifter, explorers, individual mass tourist and organised mass tourist. Drifter wants to live with the local people and explore local culture whereas; explorer usually travel independently and desires for comfortable accommodation, transportation etc. Organised mass tourist usually wants organised trips and family tours and individual mass tourist purchases readymade tour packages (Çakar and Aykol, 2023). DMO like Visit Britain can use this information to arrange their tour packages. The organisation can offer the luxury tour packages to explorer who wants comfort while spending holidays. DMO can provide family tours and other tour packages that involve transportation and accommodation to food. Further, the organisation can modify their offering and involve cultural and heritage tour options for drifters as they usually like to enjoy local culture and interact with environment. Therefore, DMO can prepare the holiday packages according to the tourist’s behaviour. Some travellers want familiarity on the other hand some tourists want novelty and uniqueness.
Destination management organisations are responsible for the development of tourism places. The management uses different framework to discover and identify internal & external factors. After that they use information to set strategies and coordinate it with other people. DMO also makes sure that ethical and sustainable practices are utilised throughout the process. For example, Costa Rica is a well-known tourism destination which has an excellent destination management organisation such as; Costa Rica DMC (Costa Rica DMC, 2025). DMC offers outstanding travel and trip services while provide chance to explore unparalleled adventure, beauty and culture. Further, Visit Britain has a tourism action plan to increase Britain’s appeal to domestic as well as global tourists and enhance relations among different countries. The organisation announced the plan in year 2016 and it is established on previous Five Point Plan which was published in year 2015 with same goals (Visit Britain, 2025). The plan initiatives involve making travel convenient, addressing sectors seasonal nature and rules for bed and breakfast owners. The plan further updated by the government in 2017 and after pandemic, government also made changes to recover tourism.
The responsibilities and duties of the destination management organisation involve managing transportation services, arranging accommodations and food for tourists. DMOs are considered as channels among the suppliers of tourism related to goods and services within the geographic area and tourists from outside the area. For example, DMO of Scotland such as; Scottish Destination Management Association makes marketing strategies, collaborates with stakeholders and ensures human resource development. They monitor the tourist attractions and makes sure that all the tourists and local people maintain the tourist places by not damaging physical property. Further, the organisation develops and offers different types of tour and holiday packages so that tourists can book package without so many efforts (Mandić and Kennell, 2021). It is the duty of DMO to educate the tourists about the different attractions of destination so that they can easily visit the places. DMOs are also working with the other companies on sustainability related challenges to accomplish the common goals. For instance, Visit Britain offers the guidance regarding different types of transportation means such as; rail, buses, bike, taxi and cars. Visitors can choose according to their preferences and visit towns and cities around Britain.
The duty of DMO is not limited to marketing, co-ordinating activities with stakeholders and arranging transportation, accommodation and food facilities. DMO also focuses on the development of workers who directly as well as indirectly contribute in the visitor’s economy. It involves hospitality staff, travel operators, guides and operators. They offer the on-going education, learning opportunities and certifications programs so that potential people can improve their skills & knowledge. The organisations also conduct the training sessions for the frontline workers so that they enhance the customer service skills and provides great services to them (Carlisle, Ivanov and Dijkmans, 2023). For instance, Japan National Tourism Organisation (JNTO) offers the leadership as well as professional development opportunities to those who want to make their career in the tourism industry. DMOs support the career pathways within the tourism sector in order to attract and retain top talent. Efficient workforce development makes sure that workers are equipped with knowledge, skills and competencies required to provide outstanding facilities, adapt to market and industry changes and growth in the professional life. Further, in terms of capacity building, DMOs pay attention on strengthening public-private relationships and offering educational tools for domestic businesses and society members. They try to reduce the risks of increasing conflicts with stakeholders by involving them in the decision-making and respecting their opinions.
DMOs offer recycling and composting services within tourism areas and promote reusable alternatives to preserve the natural resources. The organisation makes the different campaigns that promote the use of reusable and plastic-free products. The sustainable initiatives and campaigns help in increasing the awareness among tourists, local people and other stakeholders. They provide educations to the visitors regarding responsible waste management approaches as tourists are responsible for increasing the waste. For example: Costa Rica highly focuses on the solar energy, waste recycling initiatives and water-saving technologies to preserve the ecosystem. They motivate the tourism businesses to utilise the electric vehicles as transportation in order to reduce the environmental impact within the tourism industry (Gretzel, 2022). UN tourism enthusiastically takes part in the UN Environment Management that addresses the global environmental issues. It focuses on maintaining and raising the awareness regarding the significance of biodiversity. Now, many tourism organisations shift from traditional ways to new sustainable ways to protect the environment and saves natural resource like water and energy for the future generation. Technology has made it possible for the tourism organisations to do their work in an ethical manner.
From the past few years, there is a growing demand for the sustainable tourism approaches which respect environment and host communities. It is the responsibility of DMOs to embrace sustainability in order to reduce the regularly increasing adverse environmental impact. For instance, Costa Rica DMC is generally appreciated for their dedication and pledge to sustainable tourism. The destination has a large network of national parks as well as protected areas that promote ecotourism with biodiversity conservation. In this destination, tourists can experience ethical and sustainable approaches by eco-lodges, community-based tourism activities, rural tourism, and wildlife reserves (Irawan and Hartoyo, 2022). Moreover, DMOs increased the awareness about sustainable tourism through marketing. They integrate the sustainable messaging within marketing campaigns that help in influencing the behaviours of the tourists. Awareness campaigns make them more conscious of their influence on tour destinations they visit. Organisations make efforts to promote the local culture as well as empower local communities that contribute in the welfare of community and ecosystem. Further, green tourism strategy is highly using by the DMOs for ensuring and maintaining eco-friendly practices. This kind of tourism embraces eco-friendly approaches and promotes the utilisation of reusable products. They motivate the travel agents, hotels, restaurants and other related businesses to invest in green tourism and reduces their environmental impact.
Conclusion
Key Findings
As per above report, it is concluded that destination management organisations are crucial for the country to improve and promote the tourism related activities. Destination management organisations (DMA) like Visit Britain are responsible for marketing and promotion of the tourism in the UK so that many people visit the destination and help and increase revenue. Tourism sector is the major driver of economy as it creates lots of job opportunities for the local people and helps them in improving their living standards by earning money. When people earn money by their talent and skills it directly contributes to the economy and helps in improving the country’s economic situation. The report has identified that tourism sector highly contributes to global GDP and facilitated in making stable economy after pandemic. Further, DMO makes the strategies and take informed decisions regarding business by using the SWOT and PESTEL tools. Cohen tourist typology has also explained in this essay which can be used by the DMO to modify their offerings so that they satisfy individual needs of tourists.
Emerging challenges
Tourism organisations put lots of efforts to improve the tourism sector and its related activities. However, tourism industry is facing many problems and challenges that impact the business operations as well as customer’s expectations. Due to the increasing environmental impact tourism industry faces many issues like high temperature, climate change, wildfires, and many more. Due to these issues, people avoid travelling and cancel their plans. Although, technical advancement transforms the tourism sector but it has also created problems like reduction in the job opportunities, over dependency on tourism, increased data privacy issues and reduced interaction between people. It is necessary for the destination management organisations to address these issues to maintain the competitiveness of tourism industry. Over the time, preferences & demands of travellers have evolved and they want sustainable tourism. It has increased the pressure on tourism organisations to adopt and apply the ethical & sustainable approaches. Moreover, geopolitical risks have a huge impact on the tourism industry. Geopolitical risks involve political instability, land disputes, poor relations between the two countries, terrorism and global crisis like pandemic are highly challenging for the tourism industry.
Future recommendations
From the above analysis, there are several recommendations for the destination tourism organisation Visit Britain so that they can improve.
Concluding thoughts
Destination Management organisations are important as they lead, direct and coordinate activities in the tourism destinations. They play the role of the strategic leaders in the development of tourism related businesses. In the era of rapid changes and uncertainty, DMO acts as a catalyst for the destination. The DMOs make excellent strategies by considering all internal and external environmental factors and execute strategies efficiently that benefit the destinations. They also tend to make focus on both regional & global tourism and co-ordinated the activities with stewards. Nowadays, they are considered as crucial performers in bringing into line the tourism development with society norms, economic goals, values and sustainability imperatives. DMOS are embracing the new technologies that contribute in boosting the tourist’s experiences and convince them to visit specific destination again. There is high level of uncertainty in the world and things are also changing rapidly which influence the traveller’s behaviours and they think twice before planning holidays. Destination management organisations reduce the doubts of customers by making sure their safety and managing crises so that travellers can enjoy their tours.
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