#United States #Sacramento #Community Trust #Destinations International #Advocacy Summit

Destinations International's Advocacy Summit 2025

On October 23, 2025, nearly 200 destination leaders convened in Sacramento, California, for the much-anticipated Destinations International 2025 Advocacy Summit. This event marks a crucial moment for the tourism industry, as the association leveraged fresh research and resources aimed at bolstering the reputation and effectiveness of destination organizations. Through this summit, the association is setting a course for future advocacy and leadership practices essential for the success of tourism in diverse communities.

Key Highlights from the Summit

The summit served as a platform to unveil The Advocacy Leadership Imperative, a groundbreaking report created with MMGY NextFactor and backed by the Destinations International Foundation. This report presents a new model of advocacy that integrates core governance, strategy, and performance measures, highlighting the necessity for unified destination management in the face of impending fiscal challenges. With 42% of destination organizations foreseeing budget cuts within the next three years, the urgency for enhanced advocacy has never been more pronounced.

As stated by Don Welsh, President and CEO of Destinations International, "At a time when reputation and relevance are so tightly intertwined, our members need data and leadership tools to navigate issues, protect funding, and earn community trust." This sentiment clearly emphasizes the importance of establishing a robust advocacy framework.

Additionally, findings from the 2025 Resident Sentiment Survey for the United States and Canada were previewed, shedding light on public perceptions about tourism's economic, social, and community impacts. Presented by Amir Eylon of Longwoods International, this information serves as a critical benchmark in evaluating how tourism contributes to community vitality and sustainability.

Impact of Destination Reputation

The discussions also delved into upcoming research concerning the influence of destination reputation on consumer choices when traveling. Erin Francis-Cummings from Future Partners introduced insights from a new report focused on how advertising and promotional strategies can effectively shape public perception and restore trust in destinations. The examination of messaging styles, creative tactics, and campaign methods underscores the importance of strategic communications in influencing the consideration of destinations by potential visitors.

Innovative Solutions at the Summit

Furthermore, attendees were introduced to Wayfinder Pulse, a new assessment tool developed by Destination Wayfinder. This innovative resource offers destination organizations an opportunity to conduct a diagnostic evaluation of their destination management capabilities. It provides leaders with vital insights to inform strategic decision-making and manage their destinations more effectively.

This year's summit focused heavily on themes of connection and courage, as emphasized by Welsh, ensuring that leaders are equipped with evidence and an exemplary network to guide their decisions confidently, even amid challenging times.

Understanding Destinations International

Destinations International, the foremost authority on destination management and tourism, provides a community for convention and visitors bureaus (CVBs) worldwide, representing over 8,000 members across more than 750 destinations. The organization is dedicated to fostering collaboration and innovation within the industry, supporting the development of new strategies that will help destinations thrive.

The Destinations International Foundation plays a crucial role in this mission by focusing on empowering global destinations to innovate and incubate resources that enhance tourism and community quality. Their commitment to launching next-generation programs and fostering partnerships highlights their pivotal role in the future of travel and tourism.

As Destinations International continues to advance the dialogue on destination leadership, the 2025 Advocacy Summit serves as a testament to the collective strength and resilience of the tourism industry, re-affirming the importance of advocacy, trust, and innovation in navigating the challenges ahead.