Angus & Associates today announced the appointment of DTM Tourism (Western Australia) as an official Views on Tourism© Approved Delivery Partner, marking a further step in the global expansion of its industry-leading social licence measurement programme.
The partnership supports extending Views on Tourism© into regional and community contexts, empowering destinations to better understand and manage the relationship between tourism and the communities that host it.
Scaling Local Insight Globally
Originally developed and proven in New Zealand, Views on Tourism© has become a benchmark tool for measuring tourism’s social licence, capturing the sentiment, perceptions and expectations of residents toward tourism development.
With growing international demand, including the recent renewal of a long-term engagement with Fáilte Ireland, Angus & Associates is now enabling trusted, in-market partners to deliver the programme at scale, while maintaining methodological consistency and global benchmarking capability.
The appointment of DTM Tourism reflects both organisations’ shared commitment to evidence-based destination management and community-centric tourism planning.
Why Social Licence Matters
At its core, Views on Tourism© measures tourism’s “social licence”, the level of acceptance or approval granted by local communities for tourism activity.
Social licence is increasingly recognised as a critical success factor for sustainable tourism:
– National level: informs policy direction, investment priorities and the overall narrative of tourism’s value to society
– Regional level: guides destination management organisations in balancing growth with community wellbeing
– Local level: provides actionable insight for councils, operators and community stakeholders to address pressure points, understand the benefits, build trust and maintain support
Without social licence, destinations face rising resistance, reputational risk and constraints on future growth. With it, tourism can thrive as a positive force, economically, socially and culturally.
The Global Delivery Model
Through the Approved Delivery Partner model, Angus & Associates is enabling qualified organisations like DTM Tourism to:
– Deliver Views on Tourism© at regional and community levels
– Generate locally relevant insights aligned to a globally consistent framework
– Benchmark results across destinations and countries
– Support clients with strategic recommendations grounded in robust research
– This approach ensures that while delivery becomes more localised, the integrity and comparability of the data remain intact.
A Proven Track Record
The expansion builds on a strong track record in both domestic and international markets. In New Zealand, Views on Tourism© has supported national and regional tourism organisations in navigating post-COVID recovery and evolving community expectations.
Internationally, the programme’s continued success is exemplified by its long-standing partnership with Fáilte Ireland, where it has played a central role in shaping tourism strategy and maintaining alignment between community expectation and industry growth.
Strengthening Community-Centric Tourism
The partnership with DTM Tourism represents a broader ambition to embed social licence thinking into tourism decision-making worldwide.
By bringing consistent, high-quality community insight to more destinations, Angus & Associates and its partners aim to ensure tourism growth is not only economically successful and both socially and environmentally sustainable.
Learn more about Views on Tourism by DTM Tourism”We’re delighted to be working with the Angus & Associates team to bring this opportunity to our clients. The Views on Tourism© program is a powerful tool for Australian destinations to appreciate that measuring community sentiment is no longer simply a metric, it’s a strategic asset that will enable them to plan, invest and act on tourism decisions with confidence.
Karen Castiglioni & Bernard WhewellDirectors, DTM Tourism
