Destination management plans – a new approach to managing destinations in England: evidence from Milton Keynes

Abstract

Within a new political and economic context, Destination Management Organizations (DMOs) across England are expected to facilitate a more holistic and inclusive approach to destination management and provide core leadership functions, rather than being solely responsible for the marketing and development of destinations. Destination Management Plans (DMPs) are an expression of a government-mandated, current policy-driven approach to guiding the work of private-led DMOs. These DMOs are being challenged to achieve a more sustainable level of performance in times of decreasing state funding. Building on the scarce literature surrounding this new approach to managing destinations, this paper looks into how an emerging destination has approached the development of such a plan in practice. The paper examines the case of Milton Keynes and its local destination management structure, the collaborative approach to policy development and the resultant DMP. The paper concludes by discussing the importance of the key aims of the plan and their relevance to comparable emerging destinations, which are developing DMPs.

Keywords:

• destination management plan
• destination management organization
• policy
• leadership
• VisitEngland
• Milton Keynes

Notes

1 Although Milton Keynes was referred to as a city (by both the Centre for Cities and DMK), it is not officially designated as such.