Nearly 200 destination leaders gathered at the Hyatt Regency in Sacramento, California, for Destinations International’s 2025 Advocacy Summit, 21-23 October. The association shared new research and resources to help destination organisations strengthen reputation, advocacy and long-term success.
This included the release of The Advocacy Leadership Imperative, as well as previews of the 2025 Resident Sentiment Survey for the United States and Canada, and research on the impact of destination reputation on travelling consumer perceptions.
“These valuable new insights set the tone for this year’s Advocacy Summit,” said Don Welsh, president & CEO of Destinations International. “At a time when reputation and relevance are so tightly intertwined, our members need both the data and the leadership tools to navigate issues, protect funding and earn community trust. This research arms them to do exactly that.”
The Advocacy Leadership Imperative, produced with MMGY NextFactor and supported by the DI Foundation, outlines a new model for destination advocacy that goes beyond communication to embed advocacy across governance, strategy and performance. The report draws from DI’s ongoing DestinationNEXT Futures Study, which found that 42% of destination organisations anticipate funding reductions within three years, underscoring the urgency for stronger advocacy capacity.
“Advocacy has become a leadership discipline,” said Cassandra (McAuley) Gilbertson, managing director of MMGY NextFactor. “Destination leaders must connect community impact to visitor success, diversify funding without losing public trust and measure value in ways residents recognise. The most resilient organisations are those able to achieve that alignment.”
Additional research and resources shared during the Advocacy Summit provided key insights. The 2025 Canada and United States Resident Sentiment Towards Tourism Study, presented by Amir Eylon, president & CEO of Longwoods International, offered a review of resident perspectives on tourism’s economic, social and community impacts.
And Wayfinder Pulse delivered a one-time, diagnostic assessment that gives destinations a clear snapshot of their destination management capability. Jack Johnson, DI chief advocacy officer
“This year’s Summit is about connection and courage,” Welsh added. “We’re giving destination leaders the evidence, the examples and the network to lead confidently no matter the climate.”
Destinations International has over 8,000 members and partners from over 750 destinations. More information, visit www.destinationsinternational.org.
