The 2025 Destinations International DestinationNEXT Futures Study highlights several key imperatives as destination organizations transition to a new era of leadership, however none more important than the fact that advocacy has become a strategic function of destination leadership -- and for good reason. Funding remains one of the most persistent—and precarious—challenges facing destination organizations today. While the economic impact of the visitor economy is well-established, public funding for destination organizations continues to face growing scrutiny and political vulnerability. In the 2025 Futures Study survey, 42% of destination organizations reported their funding is at risk of being reduced or eliminated in the next three years, an increase from 37% in 2023. A key part of this shift involves redefining what we measure. Traditional metrics like hotel occupancy and visitor spending offer only a narrow view of success. Leading destinations are developing multidimensional KPIs that also account for resident sentiment, environmental health, cultural vibrancy and long-term economic impact. These indicators not only tell a more complete story but also build the business case for continued investment in regenerative practices. Executive Summary A deep dive into findings from the 2025 Destinations International DestinationNext Futures Study, prepared by Cassandra (McAuley) Gilbertson, Managing Director, MMGY NextFactor.
2025 DESTINATIONS INTERNATIONAL DESTINATIONNEXT FUTURES STUDY • 2 DEEP DIVE: THE ADVOCACY LEADERSHIP IMPERATIVE
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