In an era of heightened scrutiny and shifting priorities, advocacy has moved from the periphery to the center of destination leadership. The 2025 Destinations International DestinationsNext Futures Study (DNEXT Futures Study) confirms that the ability to advocate effectively—for the industry, the organization and the community—is now as critical as any marketing or visitor program. Destination organizations are increasingly expected to advocate not only for tourism but also for broader community outcomes such as workforce development, sustainability, housing and quality of life. However, public scrutiny of destination funding is rising and many government allocations or tourism-related levies face increasing political vulnerability. Expanded Advocacy Mandates Destination organizations must take a long-term, investing in talent development, creating inclusive workplace cultures and building awareness of tourism as a viable career path. Advocacy now encompasses collaboration on workforce, housing and transport solutions to strengthen local economies and quality of life. Resident-Centered Mandates Resident sentiment has emerged as a defining measure of success. Destination leaders must demonstrate how tourism contributes to local well-being, shared amenities and inclusive prosperity to sustain legitimacy and support. Cross-Sector Responsibilities Advocacy now extends into broader policy conversations, from small business resilience and infrastructure investment to alignment with community priorities such as housing and workforce development. The Advocacy Imperative in 2025
2025 DESTINATIONS INTERNATIONAL DESTINATIONNEXT FUTURES STUDY • 4 DEEP DIVE: THE ADVOCACY LEADERSHIP IMPERATIVE
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