The role of destination organizations now extends well beyond just promotion, to that of community champions. Destination leaders are increasingly called to influence issues such as workforce development, housing and sustainability—areas that shape the overall health of their communities. Advocacy will continue to evolve toward co-creation and shared accountability with residents and partners. Destinations that embrace this collaborative model will not only weather volatility but lead their communities toward more resilient futures. Recommendations for Destination Leaders 1. Audit Advocacy Capacity : Evaluate whether your organization has the people, structures and relationships to advocate effectively. Future Directions: Advocacy is Leadership
2. Invest in Government Relations : Build systematic, ongoing engagement with policymakers to influence supportive policies.
3. Adopt Community-First Messaging : Demonstrate how tourism supports residents through quality of life, amenities and opportunity.
4. Diversify Funding Advocacy : Balance new revenue approaches with continued advocacy for public investment.
5. Build Storytelling Platforms : Develop authentic, human-centered narratives that reinforce your organization’s role as a trusted community steward.
Destinations that embrace bold, credible advocacy will be best positioned for long-term success— because they engage in meaningful, mutually beneficial ways with all types of stakeholders, from elected officials and business leaders to residents and community partners. This ability to clearly demonstrate value across government, business and civic audiences enables destination organizations to secure sustainable investment, protect their role as a public good and build resilience amid heightened scrutiny and shifting priorities.
2025 DESTINATIONS INTERNATIONAL DESTINATIONNEXT FUTURES STUDY • 8 DEEP DIVE: THE ADVOCACY LEADERSHIP IMPERATIVE
Powered by FlippingBook