The Changing Toolkit of Destination Advocates
Measuring for Impact Traditional KPIs—like visitor volume, hotel performance, and marketing ROI—remain relevant but no longer sufficient. Leading destinations now track r esident sentiment, community benefit, social impact and event legacy as indicators of long-term value. These multidimensional measures signal a deeper shift: success is no longer defined solely by economic outcomes but by shared prosperity and resilience . Metrics now serve as tools for alignment as much as accountability, ensuring the destination’s work reflects community priorities. The rising importance of these KPIs signals a shift in mindset. Success is no longer measured only in volume or visibility, but in shared prosperity, social cohesion and long-term resilience. Metrics are becoming tools for alignment—not just accountability—helping organizations navigate complex trade- offs and ensure their work reflects community priorities and values. Advocacy has evolved from a communications activity into a core strategic competency . Destination leaders must embed advocacy across governance, planning and daily operations—making it as integral as marketing or event strategy. True advocacy readiness requires credibility, consistency and alignment with both public policy and community values. Advocacy is effective only when organizations can tell their story boldly, credibly and consistently while demonstrating real value for residents and stakeholders alike. The Case for Advocacy as a Core Competency
Effective advocacy is therefore defined not only by strong government relations, but by sustained community trust and resonance with local priorities.
2025 DESTINATIONS INTERNATIONAL DESTINATIONNEXT FUTURES STUDY • 7 DEEP DIVE: THE ADVOCACY LEADERSHIP IMPERATIVE
Powered by FlippingBook