INDUSTRY LED. EVIDENCE BASED.
The Wayfinder is an industry-led destination management framework, guiding destination organizations through a continuous improvement pathway that measures, monitors and improves destination stewardship capability and outcomes.
COMMUNITY & STEWARDSHIP
Building Vibrant and Flourishing Communities
Together, we can harness the power of tourism for the benefit of both residents and visitors.
What is the Wayfinder?
The Wayfinder is an industry-led destination management framework, guiding destination organizations through a continuous improvement pathway that measures, monitors and improves strategic capabilities and outcomes.
Industry Led. Evidence Based.
The Wayfinder is a best-practice destination management framework—built by industry-for industry—giving organizations the ability to examine nine key modules and self-assess against external standards. Grounded in collaboration and global best practices, the Wayfinder guides destinations on their strategic development journey, enabling them to make data-driven decisions that better balance the needs of residents and visitors alike.
Based on the Global Sustainable Tourism Council (GSTC) Destination Criteria and aligned with the United Nations (UN) Sustainable Development Goals (SDGs)
Powering Transformation
The Wayfinder, built within a tried and tested platform, is a transformational way of looking at tourism and how destination organizations do what they do.
“As tourism leaders, it’s really important that we consider our people and our places as we go forward—as tourism continues to grow around the world.”
– Kiri Goulter, Director, Destination Management Regional Tourism New Zealand
“Infusing the entire industry with stewardship principles is the most important thing that tourism can do. Not only because of existential threats like climate, but also to sustain the industry into the future and to provide equity to all our communities in California and throughout the tourism ecosystem.”
– Dan Smith, Director of External Affairs, Visit California
Confidence in Strategic Planning
The evolving social, cultural, environmental and economic priorities you are facing require an expanded role and a more community-centered approach. With the Wayfinder, destination organizations can have confidence in their ability to plan strategically, allocate resources effectively and communicate progress to stakeholders, boards and funders.
No matter where you are on your journey, the Wayfinder will help strengthen organizational capability and accelerate the pace of change for your destination and the communities you represent.
Chart Your Course
Assess your current strategic capabilities across nine core assessment modules
Rate your current level on a sixpoint maturity scale
Define your organization goals and priority areas
Review suggested next steps, tools and resources
Track notes and assign action steps toward improvement
Reassess capabilities & report results to stakeholders