The Organization that Should be in Charge of Encouraging More Sustainable Practices by DMOs

The government-run Tourism Council of Bhutan is should remain in charge of setting and meeting goals regarding the sustainability of the country of Bhutan.

https://www.tourism.gov.bt/about-us/about-tcb

The Tourism Council of Bhutan's regulation of the tourism industry has been successful thus far, and therefore they should remain as the primary organization in charge of encouraging more sustainable practices within the country.

In a situation such as Bhutan’s, where one of the primary goals is to retain at least 60% of forest cover in the country, which is written in the constitution, then it makes sense for the government to also regulate the tourist industry, which could be one of the biggest threats to this goal. If the government has a hand in how quickly and how extensively tourism grows and is regulated, then it can also be sure to keep its promise of sustaining the protected lands and culture.

The DMO should be a catalyst and champion for sustainability within its destination… One of the specific initiatives that the DMO can take is to design a sustainable tourism development charter or code of ethics for the destination. This charter or code spells out the guiding principles for sustainability in tourism within the destination” (Morrison, 2013, p 182)

• If the government is the one to design and regulate that code, and the DMO is run by the government, then there is a higher likelihood that the codes and regulations will actually be adhered to. In a situation where the stakes are as high and as important as Bhutan’s, then the most efficient way to function would be for the government and government run DMO to be in charge of encouraging sustainable practice.

“Since democratization in 2008, Bhutan has introduced a set of GNH policy instruments as part of its governance framework that attempt to ensure competing policy interests are shaped and harmonized by the pillars of Gross National Happiness. They require that the multiple dimensions of GNH be incorporated and integrated into all policy at the design, implementation, and measurement stages. The intended result is the sustainable balancing of socio-economic, environmental, cultural,” (Schroeder, 2015, pg 16618)

• According to Schroeder, The Tourism Council of Bhutan is following Morrison's guidelines, and truly is serving as a 'catalyst and champion for sustainability within the destination.' The country is staying true to its vision, mission, and mandates that were set, and these ideals are are making a positive impact, so the TCB should remain as the primary decision-maker regarding sustainability efforts, so that they can continue to be an example for the rest of the world to follow.