Towards Destination Stewardship with Design Thinking

The evolution of Destination Management Organizations (DMOs) from marketing entities to key players in tourism governance reflects the dynamic nature of the industry. In response to local and global complexities, and the urgent need for sustainable practices, the call for DMOs to become stewards, adopting a Destination Stewardship (DS) approach, has gained momentum. This shift, emphasized during the COVID crisis, advocates for a participatory governance model that balances the needs of destinations and their communities. To facilitate this evolution, this chapter proposes Design Thinking (DT) as a practical methodology for fostering collaboration—a necessary first step for working towards stewardship. This chapter conducted DT workshops in a Danish coastal destination involving local tourism actors and their DMO. The findings contribute to the transformative potential of DT in promoting positive change and collaboration amongst competitors, as well, understanding the role of DMOs as stewards through a collaborative lens, and the challenges and barriers faced by Nordic coastal tourism in transitioning towards stewardship.