Time for DMOcracy

The Time for DMOcracy project was conceptualized, initiated and launched by Group NAO in Dec 2021, working together with our key knowledge and network partners, as well as with 22 European destinations in the European project edition, and later in 2022, Miles Partnership launched the North American edition with an additional 22 destination partners.

The project aims to start a new conversation on more inclusive and democratic tourism governance, and the role of the DMO in that governance model.

It explores different ways of citizen engagement and participation in tourism-related questions and issues from sentiment research to public consultations to much more institutionalized and deliberative models of participation, active citizenship and volunteering, citizen science and ensuring a more diverse and representative engagement.

It is a collaborative and explorative project, zooming in on the DMO’s social license to operate, and identifying both tools and methodologies of engagement, as well as new models of destination governance and citizen participation.


  • 22 European destination partners
  • 22 North American destination partners
  • See all partners on project website linked below.


  • Miles Partnership
  • Global Destination Sustainability Movement
  • The Travel Foundation
  • TCI Research
  • City Destinations Alliance
  • University of Surrey


Group NAO conceptualised and partnered the project, carried out extensive desk research and onboarding destination interviews, curated a series of webinars and online learning labs, DMO survey, best practice case studies, and a 2-day bootcamp in Copenhagen as well as an one-day Learning Lab in Toronto to explore participatory design and practice in destination management.


The project and White Paper will be finalized in late fall 2022. Follow the progress on the project website: https://timefordmocracy.com/


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