In the current global landscape, cities and communities face unprecedented challenges — from climate change and economic disparities to social isolation and health crises. Against this backdrop, the concept of well-being takes on a nuanced significance, going beyond mere physical health or economic prosperity to encompass a holistic vision of thriving communities.
As we introduced in our 2022 white paper for City Destinations Alliance (CityDNA) ‘Exploring the Emerging Role of Placemaking and Marketing Organisations’ and explored further in our session ‘Addressing Resident Well-being through Regenerative Development’ at the CityDNA Autumn Conference in Valencia 2023, one of the most positive contributing factors to living healthy and happy lives is our ability to make, enjoy and retain social connections. Based on the concept of bringing people together to share new experiences, the visitor economy is uniquely positioned to positively influence social and community well-being in our cities.
ALL ABOUT IMPACT
In the following pages we have identified eight Impact Themes to reframe perspectives and redefine successes for DMOs. Each theme is supported with examples of practical Impact KPIs and real-world case studies. Combined, these impact KPIs are designed to contribute to enhancing social and community well-being in our cities and neighbourhoods.
8 IMPACT THEMES
BE PURPOSE-DRIVEN
When designing meaningful indicators for success, the first consideration should be: What are we trying to achieve? What role can or should DMOs have for cities and indeed civic society more broadly? Ultimately, the question of purpose, the why, is fundamental to what DMOs do and how we should measure success.
A CIRCULAR APPROACH
By recognising and promoting DMOs’ potential to positively enhance social and community well-being, we can emphasise our collective contribution to creating both better places to live and better places to visit. This can be a self-propelling cycle based on circular economy principles and also provides justification for why DMOs and other tourism stakeholders should prioritise well-being when leading sustainable development in the future.
TO MAXIMISE THIS OPPORTUNITY, DMOs NEED TO:
EMBRACE MOVING TARGETS: Well-being is personal to individuals. It can combine a multitude of factors, inside and outside of our control. It is also unpredictable and dynamic in nature. Whilst undoubtedly challenging, these real-world complexities also legitimise the authentic value of using well- being as the shared goal which all impact KPIs should strive towards. By recognising the multifaceted nature of social and community well-being, DMOs can remain nimble to these realities and not fear moving targets.
UNDERSTAND THE BIGGER PICTURE: When setting KPIs it is only natural to prioritise metrics within our direct control. However, by adopting a place-based approach, DMOs can loosen this approach and trust in new partnerships and collaborations to ultimately broaden and amplify their shared impact. Only by understanding the bigger picture and the part DMOs can play, can we transcend traditional silos and integrate measurement methodologies that reflect the true interconnected realities of social and community well-being.
KEEP IT REAL: We have outlined how DMOs should strive towards enhancing social and community well-being in our cities. As important, is how this impact is communicated. Often under emphasised, and subsequently overlooked, authentic ambition resonates with visitors and city stakeholders. However, if DMOs lose this sincerity or transparency then the opposite may be the result. Only by communicating genuine, purpose-driven efforts, can DMOs create long-term trust and lasting impact for our cities and neighbourhoods.
EIGHT IMPACT THEMES FOR SOCIAL SUSTAINABILITY
In this report we have outlined eight Impact Themes with four KPI examples and four practical actions deliverable by DMOs for each. This is by no means an exhaustive list but intended to illustrate how DMOs can reframe their role through the purpose-driven lens of social and community well-being. Our intention is for this to serve as inspiration to maximise our collective impact as a sector for our cities, visitors and residents in the future.
In the current global landscape, cities and communities face unprecedented challenges — from climate change and economic disparities to social isolation and health crises. Against this backdrop, the concept of well-being takes on a nuanced significance, going beyond mere physical health or economic prosperity to encompass a holistic vision of thriving communities.
As we introduced in our 2022 white paper for City Destinations Alliance (CityDNA) ‘Exploring the Emerging Role of Placemaking and Marketing Organisations’ and explored further in our session ‘Addressing Resident Well-being through Regenerative Development’ at the CityDNA Autumn Conference in Valencia 2023, one of the most positive contributing factors to living healthy and happy lives is our ability to make, enjoy and retain social connections. Based on the concept of bringing people together to share new experiences, the visitor economy is uniquely positioned to positively influence social and community well-being in our cities.
ALL ABOUT IMPACT
In the following pages we have identified eight Impact Themes to reframe perspectives and redefine successes for DMOs. Each theme is supported with examples of practical Impact KPIs and real-world case studies. Combined, these impact KPIs are designed to contribute to enhancing social and community well-being in our cities and neighbourhoods.
8 IMPACT THEMES
BE PURPOSE-DRIVEN
When designing meaningful indicators for success, the first consideration should be: What are we trying to achieve? What role can or should DMOs have for cities and indeed civic society more broadly? Ultimately, the question of purpose, the why, is fundamental to what DMOs do and how we should measure success.
A CIRCULAR APPROACH
By recognising and promoting DMOs’ potential to positively enhance social and community well-being, we can emphasise our collective contribution to creating both better places to live and better places to visit. This can be a self-propelling cycle based on circular economy principles and also provides justification for why DMOs and other tourism stakeholders should prioritise well-being when leading sustainable development in the future.
TO MAXIMISE THIS OPPORTUNITY, DMOs NEED TO:
EMBRACE MOVING TARGETS: Well-being is personal to individuals. It can combine a multitude of factors, inside and outside of our control. It is also unpredictable and dynamic in nature. Whilst undoubtedly challenging, these real-world complexities also legitimise the authentic value of using well- being as the shared goal which all impact KPIs should strive towards. By recognising the multifaceted nature of social and community well-being, DMOs can remain nimble to these realities and not fear moving targets.
UNDERSTAND THE BIGGER PICTURE: When setting KPIs it is only natural to prioritise metrics within our direct control. However, by adopting a place-based approach, DMOs can loosen this approach and trust in new partnerships and collaborations to ultimately broaden and amplify their shared impact. Only by understanding the bigger picture and the part DMOs can play, can we transcend traditional silos and integrate measurement methodologies that reflect the true interconnected realities of social and community well-being.
KEEP IT REAL: We have outlined how DMOs should strive towards enhancing social and community well-being in our cities. As important, is how this impact is communicated. Often under emphasised, and subsequently overlooked, authentic ambition resonates with visitors and city stakeholders. However, if DMOs lose this sincerity or transparency then the opposite may be the result. Only by communicating genuine, purpose-driven efforts, can DMOs create long-term trust and lasting impact for our cities and neighbourhoods.
EIGHT IMPACT THEMES FOR SOCIAL SUSTAINABILITY
In this report we have outlined eight Impact Themes with four KPI examples and four practical actions deliverable by DMOs for each. This is by no means an exhaustive list but intended to illustrate how DMOs can reframe their role through the purpose-driven lens of social and community well-being. Our intention is for this to serve as inspiration to maximise our collective impact as a sector for our cities, visitors and residents in the future.
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