Abstract
This empirically based paper addresses the knowledge gap on destination leadership practices in destination management in the context of strategy implementation. The research focuses on tourism management and strategy implementation as an upper level competence at the national level of destination management in Estonia. In-depth interviews with national level destination managers explore how destination leadership is conceptualised, operationalised, and executed. Findings demonstrate the central role of destination management organisations (DMOs) and the inherent requirement for leadership on their part; the crucial importance of communication and cooperation in stakeholder management within strategic destination development; and the importance of leadership skills in the selection and appointment of destination management practitioners at the national level.