In this article, Destination Marketing Association International sits down with Anita Mendiratta, one of the most respected global strategic advisors in Tourism and Economic Development, to get her take on the findings and implications for the industry. Anita describes the importance of DMOs collaborating with the private sector and forming public/private partnerships in marketing and managing a destination, along with outlining the metrics that matter when it comes to tourism development. According to Anita, growth is fuelled by the importance of travel and tourism at four levels: economic, political, social and psychological. These pillars must be considered by DMO's seeking to make a positive impact on destination growth, development, identity and competitiveness. Click here to learn more about how to build and protect the destination brand for tomorrow's DMO.