Destination Marketing Organizations (DMOs) are called to lead actively facilitate the industry transition process to green, inclusive and digital. This means taking over more development, management, and governance functions, which are competence of tourism authorities across the diverse levels of governance. The UNWTO Guidelines for Institutional Strengthening Destination Management Organisations (DMOs), preparing the DMOs for the future challenges includethe need to involve the local communities at the core of the tourism experience – product development, marketing, consumption – to attract temporary visitors, for leisure and talent, while ensuring a quality life of residents. Moving from marketing to strategic planning, merging promotion and territorial planning requires commitment, coordination and a behavioural change of our tourism governance.