Destinations International (DI), the international association for destination organisations, is marking World Tourism Lexicon Day, 13 November, with the release of its 2025 Tourism Lexicons. The association says the move reaffirms the belief that destination promotion is a common good and that updated lexicons reinforce destination promotion and advance destination advocacy through a resonant, shared vocabulary.
The 2025 editions include updated Tourism Lexicons for the United States, Australia, the UK and Canada, along with the 2025 Welcoming Lexicon and the 2025 Social Impact Lexicons for the United States and Canada (English and French language versions). Destinations International says that each has been carefully developed to reflect regional perspectives, evolving public sentiment and the vocabulary that resonates most with policymakers, community leaders and residents.
“These lexicons are more than words – they are a reflection of our values as an industry and a commitment to speak with unity and purpose,” said Don Welsh, president & CEO of Destinations International. “World Lexicon Day is a celebration of the power of language to strengthen advocacy, build trust and remind our communities that when destinations thrive, communities thrive.”
The new lexicons were developed through research and collaboration across regions with support from the DI Foundation.
“The words we choose matter,” said Andreas Weissenborn, vice-president of research & advocacy at Destinations International. “We have developed these lexicons to help destination organisations align their storytelling with the evolving expectations of residents, policymakers and visitors. By speaking a shared language, we can more effectively demonstrate that destination promotion is not just about attracting visitors but enhancing the quality of life for everyone who calls a destination home.”
In celebration of World Tourism Lexicon Day, DI will host a special 2025 World Tourism Lexicon Day webinar from 11 a.m. – noon EST on 13 November, 2025. Anyone can register online to attend as well as have access to the recording after the event.
The 2025 Tourism Lexicons and accompanying resources are available on the DI website.
