Turku Archipelago
For destination management teams looking for Bold and Radical solutions

Destination management
has been solving problems
in the wrong order

Decades of placing demand first turned every subsequent step into damage control. CAMPUS reverses that sequence by establishing five foundational steps before demand is introduced. DMO teams gather to build and test this new blueprint together in Turku Archipelago.

Host partner Visit Turku Archipelago

The Six Pillars toRedesigning the DestinationManagement Blueprint.

CAMPUS exists to deliver practical solutions to the systemic challenges facing destination management organisations globally. The programme breaks the cycle of isolated initiatives that struggle to achieve scale, widespread uptake and lasting impact. These six sequential pillars establish a clear operational framework where demand comes last, giving destination teams a proven blueprint to build together.

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Aura river and Turku Cathedral

A living testing ground for destination strategy

Turku Archipelago provides the physical environment to build and test every step of the blueprint. Teams work directly with real operational conditions to turn strategic plans into proven practice.

Placing demand at the end ensures destination value and local benefits come first.

1st
Traditional Model

Management prioritises early visitor volume and forces the destination into constant damage control.

Demand Set first
1st
Verification
Governance
Adoption
Design
Context
6th
With CAMPUS

Destination foundations are established first and visitors follow as the earned outcome.

Context 01
Design 02
Adoption 03
Governance 04
Verification 05
Demand The result
Turku old town

A destination designed to prove its value.

Strategy starts with resident priorities from day one. Local businesses adopt good practice because the system makes action simple. Measured impact backs every claim and visitor numbers arrive at the exact volume the destination built for. Delegates return home ready to deploy this model, having tested its key pieces live across Turku Archipelago.

Six practical instruments built in the CAMPUS workshops

Delegates gather in six dedicated sessions to construct six working tools for the sector.

Each workshop focuses on building a single practical output: a standard, a label, a test, a model, a baseline and an index. Delegates work together on these tangible artefacts to give destination teams practical tools they can adopt immediately.

Collaborative Progress

The Destination Consent Standard

POWERMOVES8 RUNGS · ONE HONEST PLACEMENT

A participation pathway that publishes, audience by audience, where power actually sits.

Circular Economy

The Local Value Label

FOUR COMPONENTS, EACH EVIDENCED72/100THE CLAIM YOU AREENTITLED TO MAKE

A benchmarkable composite, and the claim the evidence behind it entitles you to make.

Futures Thinking

The AI Impact Test

AT SCALECASE BY CASELIMITED VALUEHARD TO JUSTIFY1234VALUE AGAINST A MODELLED FOOTPRINT RANGE

A threshold that decides, use by use, whether the value clears the footprint.

Visitor Flows

The Content Prioritisation Model

TWELVE MONTHS · LEAD, SUPPORT, HOLDCAPACITYTWO CLASHES, FOUND AT SIGN-OFF

A model for content planning that helps influence year-round demand across the entire destination, taking into account strategic priorities and resource availability.

Climate Change Mitigation

The DMO Emissions Baseline

EVERY LINE, ONE NAMED SUBSTITUTION

The first standard boundary for what a destination organisation’s own activity emits.

Regenerative Action

The Destination Health Index

FOUR DIMENSIONS, HELD APARTVICE34POINTS APARTstated, neveraveraged away

Four dimensions reported separately, with the distance between them as the headline.

Collaborative Progress The Destination Consent Standard
The deliverable

An assessment of where every stakeholder sits on the spectrum of participation in decision-making, shaping the commitments you will make going forward and the mechanisms that can actually deliver it.

1 · Manipulation 2 · Therapy 3 · Informing 4 · Consultation 5 · Placation 6 · Partnership 7 · Delegated power 8 · Citizen control ABOVE THE LINE, POWER ACTUALLY MOVES Residents CITIZEN CONTROL 8 THE PROMISE IT PUBLISHES Residents decide what we promote. MECHANISM Regular Citizen Panels Local businesses DELEGATED 7 → 8 THE PROMISE IT PUBLISHES Facilitating new experience development. MECHANISM Co-designing workshops Visitors PARTNERSHIP 6 → 7 THE PROMISE IT PUBLISHES To reward visitors for behaving sustainably. MECHANISM Financial incentives Destinations will leave with a clear engagement plan focused on the goals, promise and mechanisms for engaging different stakeholder groups and identify where the priorities are on the spectrum of participation.
Circular Economy The Local Value Label
The deliverable

A destination-scale composite index tracking the local contribution that tourism brings to a community, its impact through the value chain and the claims a destination is entitled to make.

PILLAR EVIDENCE SOURCE RECOGNISED Local business ownership 34% Business register, annual VERIFIED Supply chain relationships 26% Supplier register, DMO held VERIFIED Resource loops 22% Utility and waste returns NONE YET Workforce quality 18% Payroll and contract audit ISO 14001 ASSEMBLED INTO ONE BENCHMARKABLE FIGURE DESTINATION COMPOSITE 72 / 100 Comparable with any destination publishing the same four pillars. THE CLAIM YOU MAY MAKE Two thirds of tourism spend stays with locally owned businesses, evidenced by the register. WHAT IT RULES OUT SAYING A local, sustainable destination. Destinations will leave with a working roadmap for establishing the local impact of tourism, based on verifiable declarations. Yet, the composite is only as strong as the evidence that drives it and the ambition of businesses to participate in the process.
Futures Thinking The AI Impact Test
The deliverable

A guide that justifies each use of AI with its assumptions on the face of it, contrasting the additional value generated with the modelled environmental footprint range.

ADDITIONAL VALUE MODELLED FOOTPRINT RANGE DO THIS AT SCALE JUSTIFY CASE BY CASE LIMITED VALUE HARD TO JUSTIFY 1 2 3 4 1 Translating content into nine languages JUSTIFIED 2 Synthesising 400 pages of workshop notes JUSTIFIED 3 Always-on chat on the destination site JUDGEMENT CALL 4 Campaign imagery generated at volume NOT JUSTIFIED THE INDICATORS THAT UPDATE THE MODEL Energy consumption Task fitness index Digital activity equivalency Human productivity ratio Destinations leave with a clearer understanding of the environmental impact of their AI usage and where the technology's benefits are most apparent and justifiable. This will contribute to an update of the DTTT Environmental Impact Model to factor in value creation and impact equivalencies of legacy technology.
Visitor Flows The Content Prioritisation Model
The deliverable

A model for content planning that helps influence year-round demand across the entire destination, taking into account strategic priorities and resource availability.

PRIORITY SCORE = STRATEGIC PRIORITY + OFF-PEAK SHIFT + LOCAL READINESS, WEIGHTED BY RESOURCE AVAILABILITY EVERY REGION, EVERY MONTH, SCORED BEFORE ANYTHING IS COMMISSIONED JFMAMJJASOND Inner archipelago 24 28 22 Outer islands 31 34 29 Turku city 19 21 18 26 Year-round trails 16 23 25 LEAD SUPPORT HOLD 28 — the priority score for that slot, visible before the work is booked CLASH CHECK TEAM DAYS COMMITTED WHAT THE TEAM CAN ACTUALLY DELIVER CLASH CLASH Destinations leave equipped with an adaptable content-scoring model aligned directly to their regional and seasonal priorities. The result is a streamlined production pipeline that keeps teams focused on high-impact storytelling, ensuring time and resources are spent where they matter most.
Climate Change Mitigation The DMO Emissions Baseline
The deliverable

A clear carbon audit for every DMO output. By tying these outputs directly to core priorities and identifying low-carbon substitutes upfront, DMOs can make stronger progress in swapping out high-emitting practices for greener solutions.

EMISSIONS BY ACTIVITY TYPE ACTIVITY LINE EMISSIONS · tCO₂e PRIORITY THE NAMED SUBSTITUTION Media and influencer trips HIGH Rail only within 800 km Trade shows and roadshows HIGH Two shows, delegation halved Content production shoots MEDIUM Local crew, one travel day Always-on digital and hosting MEDIUM Green hosting, video budget capped Print and merchandise LOW Print on demand, no giveaways Staff and partner travel LOW No domestic flights Destinations leave with a clear baseline to benchmark their carbon footprint against their peers, alongside a mechanism to sharpen their net-zero ambitions. By laying bare the choices and trade-offs, it empowers confident, high-impact decisions about where priorities truly lie.
Regenerative Action The Destination Health Index
The deliverable

Inspired by the VICE model, this index acts as a 360-degree health check for destination management, tracking long-term sustainability and whether a destination is genuinely moving in the right direction.

THE FOUR DIMENSIONS, HELD APART 84 VISITOR 71 INDUSTRY 50 COMMUNITY 63 ENVIRONMENT AVERAGED: 67 34 points stated, never averaged away A single number would report this destination as performing. The index reports the distance instead. THE INDICATORS BEHIND EACH DIMENSION VISITOR Visitor sentiment 84 INDUSTRY New businesses established 71 COMMUNITY Resident perceptions of tourism 50 ENVIRONMENT Water quality 63 One indicator per dimension, measured directly. No dimension carries another. Destinations leave with the foundation of a new four-pillar framework designed to track performance where it matters most. By pinpointing the biggest operational gaps, destinations can focus their energy on turning tourism into a genuine force for local regeneration.
Turku Archipelago
Kayaking in the Turku Archipelago
Autumn boardwalk, Turku
Riverbank in Turku
01

Which of the six outcomes is your destination ready to help establish?

02
Are you ready to examine real 
trade-offs in Turku Archipelago?
Turku Archipelago headland

Apply for a CAMPUSbursary place

Fully funded places ensure destination teams join the effort to complete the blueprint. Every bursary ticket covers full programme access, including all main sessions and working groups. Submit your application directly and indicate which of the six outcomes your team wants to develop.