ode of the Insightful Moments series, Dr. Jeremy Fairley explores social capital as a powerful—and often overlooked—leadership lens for destination marketing, tourism management, and place-based strategy.

While traditional tourism strategy focuses on metrics, marketing, and organizational structure, this episode argues that relationships are the real infrastructure of destinations. From public-private partnerships to community trust and shared vision, social capital determines whether collaboration succeeds—or quietly breaks down.

You’ll be introduced to the three core dimensions of social capital—structural, relational, and cognitive—and learn why tourism systems amplify their impact more than almost any other sector. Through real-world destination examples, this episode unpacks why partnerships that look strong on paper often struggle in practice, and what leaders misunderstand about collaboration.

This episode is designed for destination leaders, DMOs, tourism executives, academics, and policy makers who want to move beyond surface-level collaboration and lead tourism systems more intentionally.

In this episode, you’ll learn:

What social capital is—and why it matters in tourism leadership
The difference between structural, relational, and cognitive social capital
Why tourism is uniquely dependent on trust, networks, and shared meaning
How symbolic collaboration undermines destination strategy
One mindset shift leaders can make immediately to strengthen collaboration

Episode 1 sets the foundation for a multi-part series exploring how social capital shapes destination performance, governance, and long-term resilience.