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Destinations International's Commitment to Advocacy

In June 2026, Destinations International (DI), a premier global association representing destination organizations and convention and visitors bureaus (CVBs), announced a pivotal expansion of its advocacy framework. This initiative, aligned with the newly launched Advocacy Action Strategic Roadmap, symbolizes a commitment to strengthening community vitality, economic growth, and ensuring long-term resilience of destinations worldwide.

Upon the retirement of Jack Johnson, DI's former Chief Advocacy Officer, the association took significant steps to enhance its leadership structure. The responsibilities of Chief Impact Officer Sophia Hyder Hock have been expanded to oversee the Advocacy Department, in collaboration with Andreas Weissenborn, Senior Vice President of Advocacy and Destination Advancement. This restructuring aims to integrate advocacy, stakeholder engagement, and policy leadership across the organization’s global initiatives.

New Leadership Role

In conjunction with this leadership expansion, DI appointed Glenn Rudolph as the Director of Destination Policy. This newly established position will focus on implementing DI's advocacy strategy, supporting members through essential tools such as policy research, coalition-building initiatives, and destination-focused resources. The changes are a direct response to the evolving expectations of destination organizations to act as proactive economic drivers and trusted community leaders.

Don Welsh, president and CEO of Destinations International, articulated the organization’s vision: “Our Advocacy Action Roadmap is crafted to help our members build stakeholder trust, align tourism priorities with community goals, and create the 'Destination Effect' – a tangible impact where destinations flourish and communities thrive.” The roadmap delineates advocacy as a practice that transcends traditional lobbying, encompassing leadership, engagement, and measurable community impact.

A Multi-Phase Advocacy Strategy

The strategic roadmap outlines a multi-phase plan intended to fortify advocacy capabilities across the global destination sector. This involves comprehensive research, member engagement, leadership development, and policy education, along with accessible communication tools. DI's advocacy framework is built upon four core pillars: leadership, engagement, resilience, and impact. These pillars aim to articulate the vital role destination organizations play in bolstering local economies, enhancing infrastructure, facilitating workforce development, and improving overall quality of life.

Sophia Hyder Hock highlighted the essence of modern advocacy: “It is vital for us to build trust within communities, shape narratives, and convey the substantial value destination organizations offer to residents, businesses, and policymakers. The Advocacy Action framework empowers our sector with a unified language and practical tools to effectively communicate the impact of destination management and promotion, thereby nurturing inclusive communities.”

Ongoing Initiatives and Future Direction

Andreas Weissenborn will continue his focus on community vitality, research, and policy strategy. His efforts will be crucial in guiding members through emerging global trends and ensuring that tourism development is harmonized with broader community objectives. Glenn Rudolph's role will involve mobilizing the roadmap’s strategic priorities, which include enhancing member engagement initiatives, developing policy-based resources, and leading advocacy training programs.

One of DI's recent initiatives includes the inauguration of its first Global Virtual Advocacy Day, with another slated for September 16. Additionally, the organization is gearing up for the Advocacy Action The Destination Impact Event scheduled for October 20-22, 2026, in Ottawa, Ontario, Canada. This event merges the previously separate Advocacy Summit and Thrive Summit, recognizing that the challenges facing today's destinations require a collaborative approach combining advocacy with measurable impact.

As the tourism landscape continues to shift, Destinations International's evolved advocacy strategy stands as a testament to its commitment towards empowering organizations in demonstrating their critical roles as community assets. By enhancing advocacy practices, DI aims to not only sustain but amplify the contributions of destination organizations to their communities.

About Destinations International

Destinations International represents the world’s largest and most dependable network of destination organizations, tourism boards, and convention and visitors bureaus (CVBs). With a membership surpassing 10,000 individuals from over 750 destinations, DI cultivates a forward-thinking, synergistic community dedicated to fostering progressive growth within the tourism industry. For further information, please visit Destinations International's official website.