Destinations International unveils destination promotion: A catalyst for community vitality report

Saturday, March 2, 2024

During the Destinations International Marketing & Communications Summit, Destinations International unveiled a pioneering study titled “Destination Promotion: A Catalyst for Community Vitality.” This groundbreaking research showcases the extensive positive effects of destination promotion, illustrating its capacity to enhance the overall community beyond the tourism sector. It highlights how drawing visitors serves as a catalyst for broader economic growth, enhanced quality of life, and reinforced community identity.

“This study underscores the transformative power of destination promotion,” said Don Welsh, President & CEO of Destinations International. “Beyond the well-known benefits to the tourism industry, we now have data-driven evidence showing how destination promotion fundamentally strengthens communities.”

Key findings from the study reveal:

– Tangible gains from destination marketing efforts: Increased visitor expenditures lead to substantial economic advantages, including job growth, tax revenue generation, and bolstering local enterprises.

– Ripple effects across diverse sectors: Visitor spending reverberates beyond tourism, positively influencing industries such as finance, insurance, and real estate.

– Elevated resident well-being: Tourism development facilitates the expansion of amenities and cultural offerings, enriching residents’ lives and drawing in new talent.

– Destination branding as an economic catalyst: Effective destination marketing not only draws visitors but also fortifies the community’s overall reputation, nurturing economic expansion and attracting skilled professionals.

“This report underscores that successful communities engage in destination promotion to leverage the power of travel to help achieve the community’s goals,” said Jack Johnson, Chief Advocacy Officer at Destinations International. “This report clearly shows that not only does destination promotion work to drive government revenues from non-hospitality related taxes, but it also serves to attract talent, grow the whole economy, and influences the quality of life for everyone in the community.” Furthermore, the research underscores the indispensable role of Destination Organizations (Destination Marketing Organizations, Convention and Visitors Bureaus, Regional Tourism Boards) in driving these positive outcomes. Destination Organizations play a pivotal role in attracting visitors, promoting local businesses and cultural assets, and advocating for policies that bolster a thriving tourism economy. Tourism Economics, Longwoods International, Clarity of Place, and MMGY NextFactor prepared the report. “We’ve known for decades that destination organizations provide a lift to the entire economy,” said Adam Sacks, President of Tourism Economics, an Oxford Economics Company. “This study provides definitive evidence for how that works. Whether through destination branding, improving residents’ quality of life, building the workforce, or facilitating economic development, we now have more clarity than ever before on the significant ways that communities benefit from the work of destination organizations.”

you can get the full details on their offiial website.

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