Destinations 3.0 rely on the community’s human resources for their development. Therefore it is necessary to train and develop the local talent’s leadership skills, among others.
Leadership is the key element that triggers culture change, by selling the vision, walking the talk and developing a strategy that lets the people see some positive results of the culture change already in the short term, leaders manage to drive the culture change.
Business digitalization changes the rules not only for the management or marketing practices, but also for leadership. New generation leaders need digital skills to succeed from now on.