To position advocacy as a core competency, destination leaders must take deliberate steps to strengthen the capacity and credibility of themselves, their organizations and their teams. Recommendations for Destination Organization Leaders Audit Advocacy Capacity Organizations must evaluate whether they have the people, structures and relationships in place to advocate effectively. Invest in Government Relations Systematic engagement with policymakers is essential. Destination organizations must lead advocacy initiatives by strengthening government relations to shape supportive policies. Adopt Community-First Messaging Advocacy must resonate with residents by making the value of tourism tangible. Resident sentiment is now a defining measure of success. Destination leaders must demonstrate how tourism contributes to local well-being, shared amenities and inclusive prosperity to maintain legitimacy and support. Diversify Funding Advocacy Advocacy must balance entrepreneurial approaches with safeguarding public investment. The most successful organizations are moving beyond static funding models and embracing a more entrepreneurial mindset, but they are also making the case for continued public investment— showing that while funding diversity increases resilience, it does not replace the foundational role of government support. Build Storytelling Platforms Credibility comes from consistent, human-centered narratives. Destination organizations must tell their story boldly, credibly and consistently while remembering that building resident and business support is critical to long-term funding stability helps neutralize opposition and reinforce the destination organization’s role as a trusted steward of place.
2025 DESTINATIONS INTERNATIONAL DESTINATIONNEXT FUTURES STUDY • 9 DEEP DIVE: THE ADVOCACY LEADERSHIP IMPERATIVE
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