Destination marketing organisations: envisioning a regenerative tourism operating model

This study critically evaluates Destination marketing organisations (DMOs) within the paradigm of regenerative tourism, shifting from conventional operating models primarily centred on marketing and economic growth to a regenerative-oriented framework. Building on the scarce tourism transition literature, this study integrates participatory normative scenario-building with the Three-Horizons framework in workshops with 26 DMO managers. It examines current DMO activities, identifies key operating characteristics, and explores how these align with either traditional or regenerative approaches. The findings highlight a need for DMOs to broaden their activities beyond traditional promotion, to include stewardship, management and regenerative marketing. Theoretically, this study contributes to advancing the understanding of regenerative tourism within DMOs, helping bridge the gap between its theoretical foundations and real-world practice. Methodologically, it provides a replicable and adaptable tool for participatory foresight in tourism governance. It contributes a manifesto offering actionable pathways to guide policymakers and DMOs in transitioning towards regenerative tourism futures.