Destinations International Launches Global Tourism Strategy With New Research and Social Impact Tools

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Destinations International (DI) showcased a range of new research, resources and activities during its Virtual Advocacy Day in 2026. The theme of this year’s event, which was hosted online, was global advocacy for the promotion of the significance of community engagement and funding models for destination organizations, and improving the resilience and sustainability of the travel and tourism industry.

Supported by event partners Chase Travel, Civitas, Granicus Destinations and the Destination International Foundation, the virtual programme brought together industry leaders to discuss the evolving role of destination organisations in supporting communities and driving sustainable tourism growth. A full recording of the sessions is available on demand online, with free access available through registration.

Key announcements from the event included the introduction of new Tourism and Social Impact Lexicons, along with the release of a research report exploring destination organisation (DMO) resilience and the strategies needed to help tourism bodies adapt, respond and succeed in a rapidly changing global environment.

“Advocacy is an ongoing leadership responsibility built on trusted relationships, credible data and a clear connection between the visitor economy and community priorities,” said Don Welsh, president & CEO of Destinations International. “These new resources give destination leaders practical tools to communicate their value and strengthen their organizations for the future.”

“Destination organizations have an important story to tell about the difference they make in people’s lives and communities,” said Sophia Hyder Hock, chief impact officer at Destinations International. “The right language helps us connect tourism’s economic and social impact to what residents, leaders and stakeholders value most.”

New Tourism and Social Impact Lexicons Support Stronger Destination Communication

Destinations International has introduced updated Tourism and Social Impact Lexicons to help destination organisations better communicate the importance and benefits of tourism to governments, residents, community representatives and key stakeholders.

The 2026 Tourism Lexicon offers research-backed terminology designed to help destination organisations explain tourism’s economic and social value through clear and effective messaging. The resource is available across the United States, United Kingdom, Australia and Canada, including English and Canadian French versions.

The updated 2026 Social Impact Lexicon highlights the wider role of destination organisations and the visitor economy in supporting stronger communities. It focuses on themes such as community wellbeing, economic opportunities, quality of life improvements and creating more welcoming destinations. The resource is available for the United States and Canada in English and Canadian French.

Developed with support from the Destination International Foundation, both resources aim to help tourism leaders convert research findings, performance results and destination achievements into credible messages that connect with audiences beyond the travel sector.

New Research Highlights How DMOs Can Build Greater Resilience

Alongside the new communication tools, Destinations International released new research exploring how destination organisations can strengthen their ability to manage future challenges, including economic uncertainty, funding pressures and unexpected disruptions.

The research was featured during the Virtual Advocacy Day session titled “Weathering the Storm: What 30 Years of Downturns Teach DMOs About Surviving the Next One.” The report, “Destination Organizations and Economic Downturns: Historical Lessons for the Year Ahead,” examines lessons from previous economic challenges and highlights the importance of maintaining strong stakeholder partnerships, proving community value and developing effective advocacy approaches before crises emerge.

Additional discussions during the virtual event focused on key issues shaping the future of destination management, including tourism taxes, sustainable funding models, partnerships with local governments, economic impact measurement, the difference between advocacy and lobbying, and practical methods for improving organisational advocacy capabilities.

The industry conversation will continue during Advocacy & Action: The Destination Impact Event, scheduled from October 20–22, 2026, in Ottawa, Ontario, Canada, bringing together tourism leaders to explore strategies for strengthening destination impact and long-term growth.