This module introduces students to the foundational principles of Destination Management Organisations (DMOs) and strategic planning that supports destinations and resorts across the world. Content focuses on how service DMOs work sustainably with key stakeholders, branding and environmental agencies to ensure planning is robust, viable and sustainable to the destination / resort. Through applied and simulated learning activities, students explore sustainable tourism, governance, development, branding and marketing and strategic decision making. Alongside this student will develop skills in research, data analysis and digital capabilities through analysing Destination Management Plans from around the world all skills that support employability skills appropriate to Level 5 study.

Sustainable Tourism and Destinations

Concepts of sustainable tourism
Environmental, socio-cultural and economic impacts of tourism
Responsible tourism and sustainable development goals

Destination Governance

Role of DMOs and visitor economy partnerships
Public and private sector collaboration
Community engagement and stakeholder management

Resort and Destination Development

Resort life cycles and destination evolution
Infrastructure and visitor services
Tourism product development

Visitor Management and Carrying Capacity

Managing visitor flows
Overtourism and responsible management
Smart tourism and digital solutions

Destination Branding and Marketing

Place branding and identity
Destination competitiveness
Digital destination marketing

Strategic Destination Planning
Situation analysis
SWOT and destination audits
Policy and planning frameworks

This module examines the principles and practices of sustainable destination and resort management, focusing on how tourism destinations can be developed, managed and marketed responsibly to support long-term environmental, economic and social sustainability and the attractions within.

Students will explore the role of Destination Management Organisations (DMOs), local authorities and tourism stakeholders in planning and managing visitor destinations. Particular attention is given to sustainable tourism strategies, stakeholder collaboration, visitor management, and place branding.

Through applied learning and case studies, students will develop practical planning skills by producing a mini Destination Management Plan (DMP) for a selected destination or resort.

Assessment: Destination Management Plan

Strategic Destination Management Plan

You will develop a destination management proposal for a resort destination, acting as a consultant for a Destination Management Organisation (DMO). The strategy should analyse the current destination and propose recommendations to improve its competitiveness and sustainability.

You will need to include:

Analysis of the resort destination and visitor market

Evaluation of current challenges and opportunities

Stakeholder analysis and collaboration strategies

Visitor experience development

Destination marketing and branding strategies

Sustainability considerations

Strategic recommendations for destination management



Students may present their work as a written strategy report.

Formative assessment opportunities:

You will undertake a range of formative activities designed to support the development of your assessments and enhance your analytical, research, and professional skills.

Complete a destination analysis (e.g. SWOT) to explore the context of your chosen resort and receive tutor feedback

Develop a stakeholder map with justification, supported by peer and tutor feedback on collaboration and governance

Submit a draft outline or partial plan to receive written feedforward and optional tutorial support

Engage in guided research and academic skills activities to strengthen your use of sources, data, and referencing

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops.

Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.

Simulation

Simulation is embedded in this module through applied, scenario-based learning activities that place students in the role of destination management consultants. Students analyse real tourism destinations and resorts, exploring the challenges and opportunities involved in managing visitor economies sustainably. Through the development of a mini Destination Management Plan (DMP), students engage with realistic planning scenarios, evaluating visitor markets, stakeholder relationships and destination performance. This approach allows students to apply theoretical concepts to practical situations and develop confidence in strategic thinking and destination planning.

Employability, Enterprise and Professional Practice

Employability and professional practice are developed through a strong focus on the roles of Destination Management Organisations (DMOs), local authorities and tourism stakeholders in managing and promoting destinations. Students develop transferable skills in strategic analysis, problem-solving, stakeholder awareness and professional communication. By preparing a destination management proposal, students practise identifying destination challenges, evaluating opportunities and presenting practical recommendations that support sustainable tourism development and destination competitiveness.

Academic, Digital and Research Skills

The module supports the development of academic, digital and research skills appropriate to Level 5 study. Students analyse destination data, tourism trends and case studies to inform their destination management proposals. Digital tools are used to support research, organise information and present strategic ideas clearly. Structured analysis, guided workshops and formative feedback help students develop confidence in academic writing, evidence-based evaluation and the communication of strategic recommendations.

Explore

This module aligns with the Explore principle of the Employability Framework by introducing students to the management and development of tourism destinations and resorts. Through applied activities and the development of a destination management strategy, students explore how destinations are planned, marketed and managed to balance visitor experience with environmental, social and economic sustainability. The module also develops awareness of professional roles within destination management, tourism planning and policy, supporting progression to more advanced strategic and operational study in later levels.

1. Analyse the role of Destination Management Organisations within the visitor economy.

Knowledge and Understanding

2. Evaluate challenges and opportunities affecting resort destinations and tourism development, using research evidence and collaborating with others to develop informed responses.

Critical Reasoning & Collaboration
Research Skills

3. Develop a strategic destination management proposal for a resort destination, demonstrating initiative, professional judgement, and entrepreneurial thinking.

Application and Problem-Solving
Personal Development and Entrepreneurship

4. Communicate and justify destination management strategies to relevant stakeholders.

Communication
Digital Literacy

The following resources support learning, research and assessment on this module and provide access to key academic, digital and professional tools used in business and management contexts.

Blackboard virtual learning environment for access to module materials, assessment submission and feedback.
Staffordshire University Library Search for access to core textbooks and eBooks.
Business intelligence and market research databases including Statista, IBISWorld and Mintel.
Microsoft 365 (Teams, Word, PowerPoint, OneDrive) for collaboration, research and assessment preparation.

Breiby, M.A., Elvekrok, I. and Slåtten, T. (2026) Services, Experiences, and Sustainability. 1st ed. Edited by I. Elvekrok, T. Slåtten, and M.A. Breiby. Oxford: Routledge. Available at: https://doi.org/10.4324/9781003477839.

Scherf, K. (2021) Creative Tourism in Smaller Communities: Place, Culture, and Local Representation. Calgary, Alberta: University of Calgary Press. Available at: https://doi.org/10.1515/9781773851907.

Batabyal, D. and Das, D.K. (eds.) (2020) Global trends, practices, and challenges in contemporary tourism and hospitality management. Hershey, Pennsylvania: Business Science Reference, an imprint of IGI Global. Available at: https://doi.org/10.4018/978-1-5225-8494-0.

Jernsand, E.M. (2023) Tourism, Knowledge and Learning. Edited by E. Lundberg, E.M. Jernsand, and M. Persson. United Kingdom: Routledge. Available at: https://doi.org/10.4324/9781003293316.

Higgins-Desbiolles, F. (2018) “Sustainable tourism: Sustaining tourism or something more?,” Tourism management perspectives, 25, pp. 157–160. Available at: https://doi.org/10.1016/j.tmp.2017.11.017.

In this module you will explore how destination management organisations (DMOs) shape the development and management of tourism destinations. You will examine how resorts are planned, promoted and managed to create sustainable and competitive visitor experiences. You will analyse the role of DMOs in coordinating stakeholders, developing destination strategies and responding to challenges such as seasonality, sustainability and changing visitor expectations. Throughout the module you will work on a destination-based project where you will develop a strategic destination management proposal for a resort. By the end of the module you will present a strategy that considers visitor experience, destination marketing, stakeholder collaboration and sustainable destination development.