The Learning Tourism Destination (LTD) concept is based on organisational learning theory, and has emerged from the need for more adaptive responses to complex management environments and to address triple-bottom-line sustainability. Key aspects of the LTD approach include the use of system thinking tools, adaptive management and participatory research to support decision-making. This article discusses some of the results from implementing a LTD approach on the Ningaloo Coast in WA. The framework was shown to increase understanding of the tourism system among stakeholders, created the potential for improved participative decision-making and responsibility within the industry, and provided possible levers for desirable change. The destination model developed within the LTD was also demonstrated to support collective adaptive management and learning processes. There may be difficulties in establishing suitable long-term convenors for LTD projects, beyond that of being researcher driven.