Beyond the first boom of ecotourism and sustainable tourism by the end of the last century, a new focus is necessary to keep on achieving the goals for which it was conceived.
Beyond the story driven experience in the destination, the story potential for business and influence may be leveraged in many ways, providing added value experiences
In Destination marketing 3.0, product development is carried out through co-creation processes, where co-creators participate motivated by the aim of contribution to the mission accomplisment
Integrating the concepts of Tourism 3.0 in destinations is likely to be a major challenge. Hereby are presented three approaches attaining different degrees of transformation and at different levels