Destinations International (DI), the world’s leading association representing destination organisations and convention and visitors bureaus (CVBs), has just held its 2024 Advocacy Summit in Rio Grande, Puerto Rico from 22-24 October. The underlying message, as per the theme ‘The Advocate as Catalyst’, is that the tourism industry, and destination organisations in particular, need to be recognised as catalysts for the wider public good, rather than simply sales and marketing organisations.
DI members discussed how the days when destination organisations were measured by “heads in beds” are over. Destination promotion today must be regarded as essential to a community’s vitality, on par with education, healthcare, utilities and other public services, attendees heard.
DI’s annual Advocacy Summit gathers leaders from across its 750 destination organisation members to engage in conversations about key developments in the sector. Almost 200 participants from around the globe attended this year’s summit.
DI Chief advocacy officer Jack Johnson said: “What makes [destination] organisations essential is their unique destination knowledge, brand management savvy and promotional expertise – all of which not only attract visitors but contribute to a community’s social and economic vitality.”
DI elaborated on its latest industry brief, A Catalyst for Community Vitality: Defining the 21st Century Destination Organization, which is intended for destination organization leaders as well as elected officials, public policy experts and media who are involved in the travel and tourism sector. DI also released an updated 2024 Tourism Lexicon across four countries: the United States, Australia, United Kingdom and Canada (including French Canadian). The Tourism Lexicon aims to provide destination organisation leaders with a communication tool to address their company’s place in the shifting social and political landscape.
Other topics explored during the summit include the record number of elections taking place around the world in 2024 and 2025 and their potential impact on the travel and tourism industry. The 2025 Advocacy Summit will take place on 21-23 October 2025 in Sacramento, California.
