Destination Leadership Council – an advisory body for sustainable destination development

In 2024, the Destination Leadership Council (Reisemålsledelsen) in Tromsø was established as an advisory body for the development of tourism in the region. Its purpose is to bring together stakeholders from the business sector, public sector and local community to support a more sustainable, holistic and long-term development of the Tromsø region as a destination.

The establishment of the Destination Leadership Council was also one of the criteria in Innovation Norway’s Sustainable Destination certification scheme – a national programme that sets requirements for long-term and targeted work with sustainable tourism development. Tromsø has been certified as a Sustainable Destination since 2019, and the Destination Leadership Council forms part of the continued commitment to responsible destination development.

The council provides advice and professional assessments on matters that influence the development of tourism in the region.

Broad representation from the local community

The Destination Leadership Council consists of representatives from the public sector, business community and local society. Participants include politicians and representatives from the administration of Tromsø Municipality, Visit Tromsø-Region, the Chamber of Commerce, Tromsø Port Authority, Avinor, local development associations, trade unions and the Tromsø Youth Council. The aim is to ensure broad local involvement and that different perspectives are included in the development of tourism in the region.

Expert group with Visit Tromsø-Region partners

Visit Tromsø-Region is represented by two members in the Destination Leadership Council: Lone Helle, Director of Tourism at Visit Tromsø-Region, and Inger-Lise Brones, Advisor for Sustainability and Society at Visit Tromsø-Region.

To ensure broad involvement and a strong knowledge base, Visit Tromsø-Region has also established a dedicated expert committee consisting of selected partners. The committee serves as a forum for discussion and exchange of experience on matters addressed by the Destination Leadership Council.

The expert committee includes representatives from hotels, activity providers, attractions, restaurants and experience-based businesses from across the Tromsø region.

The connection between the tourism industry, Visit Tromsø-Region and the Destination Leadership Council aims to strengthen dialogue, encourage closer collaboration and support a sustainable development of tourism in the Tromsø region – for the benefit of visitors, businesses and the local community alike.