ADVOCACY & ACTION A MESSAGING GUIDE FOR DESTINATION ORGANIZATIONS
Positioning destination organizations as essential leaders in community vitality, economic growth and stakeholder engagement.
INTRODUCTION ADVOCACY HAS NEVER BEEN MORE IMPORTANT
Destination organizations are operating in an increasingly complex environment shaped by funding pressures, evolving public expectations, policy shifts and heightened scrutiny around the value of tourism. At Destinations International, we believe advocacy is no longer optional – it is essential leadership. Advocacy & Action was created to help destination organizations confidently communicate their role as drivers of community vitality, trusted conveners and stewards of place. This initiative provides the messaging, framework and tools needed to strengthen stakeholder relationships, align destination promotion with community priorities and demonstrate its value. This guide establishes a shared foundation for advocacy messaging and provides practical guidance for putting it into action. From applying research-informed language and leveraging AI to building credibility through social media, these resources are designed to help destination leaders communicate more effectively and strengthen their influence.
THIS GUIDE IS DESIGNED TO HELP DESTINATION LEADERS:
Communicate consistently and credibly
Strengthen trust with stakeholders and residents
Translate tourism impact into community value
Equip boards, partners and teams with aligned messaging
Advocate with purpose,
confidence and clarity
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DEFINING ADVOCACY WHAT IS ADVOCACY?
Destinations International defines advocacy as:
“The intentional practice of positioning destination organizations as essential leaders in advancing community vitality and growth.”
Advocacy extends well beyond lobbying. It is expressed through leadership, accountability and measurable impact that affirm the indispensable role of destination development and promotion.
DESTINATION ADVOCATES: Demonstrate value
Strengthen trust Shape narratives Mobilize leadership Achieve impact
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CORE ADVOCACY NARRATIVE THE DESTINATION ORGANIZATION STORY Communities today face increasing pressure to compete for: • Talent and workforce • Investment
• Events and visitation • Economic opportunity • Public trust and sustainable funding • Positive reputation and visibility
Destination organizations help communities compete and thrive by: • Driving economic activity and local investment • Supporting local businesses and workforce opportunities • Strengthening community reputation and visibility
• Aligning tourism with resident priorities and quality of life • Convening stakeholders around shared community goals • Supporting long-term community vitality and resilience
Destination promotion is more than attracting visitors. It is an investment in local economies, stronger communities and long-term community vitality.
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OUR CORE ADVOCACY MESSAGE
DESTINATION PROMOTION STRENGTHENS COMMUNITIES Destination organizations do more than attract visitors. They help drive economic opportunity, support local businesses, strengthen community reputation and bring partners together around shared priorities. Effective advocacy connects the work of destination organizations to the outcomes that matter most to residents, elected officials, businesses and community stakeholders. THE MESSAGE IN ACTION ECONOMIC VITALITY: Destination promotion supports local businesses, jobs and economic opportunity. COMMUNITY WELL-BEING: Destination organizations contribute to quality of life, community pride and vibrant places. LEADERSHIP & COLLABORATION: Destination organizations bring together public, private and community partners to advance shared goals. LONG-TERM IMPACT: Destination organizations help strengthen community competitiveness, resilience and long-term vitality.
CONNECTING DESTINATION PROMOTION TO COMMUNITY PRIORITIES
Effective advocacy connects industry measures to outcomes that matter to the broader community.
INDUSTRY MEASURE
CONNECT IT TO …
Visitor spending
Local business activity, jobs and economic opportunity Economic activity and applicable local tax revenue Community reputation, visibility and competitiveness Local business opportunities and economic benefits Community vitality, economic development and quality of place
Room nights
Brand awareness
Convention bookings Destination promotion
Remember: Support these connections with relevant local data, research and examples. The goal is to demonstrate why destination promotion matters—not simply change the terminology.
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FROM MESSAGE TO MEANING
MAKE YOUR ADVOCACY RELEVANT TO THE PEOPLE YOU’RE TRYING TO REACH The most effective advocacy doesn’t begin with what your organization wants to say. It begins with what your audience needs to understand. Whether communicating with elected officials, residents, business leaders or community partners, the goal is to connect destination promotion to their priorities and demonstrate the value it creates.
Start With Their Priorities Identify the issues, challenges or opportunities that matter most to your audience. Make the Connection Explain how destination promotion contributes to those priorities and why your organization’s work matters. Demonstrate the Value Use local data, real-world examples, community partnerships or measurable outcomes to support your message. Make It Actionable Give your audience a clear next step, whether that’s learning more, sharing information, joining a conversation or supporting an initiative.
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THE BOTTOM LINE Don’t just tell people what your organization does. Help them understand why it matters to them and to the community.
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AUDIENCE MESSAGING Effective advocacy starts with understanding your audience.
While the core story of destination organizations remains consistent, the messages that resonate most will vary depending on who you’re speaking with. Use the guidance below to tailor your conversations, emphasize what matters most to each audience and communicate your organization’s value with clarity and confidence.
For Elected Officials Destination organizations help generate economic activity, support workforce development and strengthen community competitiveness while maximizing public investment responsibly. For Residents Tourism supports the places where people live, work and gather – from restaurants and cultural assets to infrastructure and local jobs.
For Boards & Stakeholders Advocacy protects funding, strengthens trust and positions destination organizations as essential community leaders.
For Media Destination organizations are evolving beyond promotion alone to become strategic partners in economic development and community vitality.
MAKE THE MESSAGE RELEVANT Start with what matters to your audience, connect that priority to your organization’s work and reinforce the message with a credible local example or proof point. The core message should remain consistent, but the language, emphasis and supporting evidence should reflect the audience you are trying to reach.
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SAMPLE ADVOCACY STATEMENTS Use these statements as starting points for your own advocacy communications. Adapt the language to your audience and strengthen the message with local data, community partnerships or real-world examples that demonstrate your organization’s impact.
• Advocacy is no longer optional – it’s essential. • Advocacy protects funding, trust and community value. • The future of destination organizations depends on advocacy leadership. • Tourism matters because communities matter.
Industry Statements
• Strong destinations support strong communities. • Tourism supports local jobs, businesses and public services. • Destination organizations strengthen community reputation and competitiveness. • Behind every thriving destination is a community working together.
Community Impact Statements
• Advocacy is leadership in action. • Destination organizations are catalysts for economic vitality and community well-being. • Advocacy helps communities shape their future with intention. • Destination organizations help communities thrive.
Leadership Statements
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PUTTING THE GUIDE TO WORK FROM SHARED MESSAGING TO MEANINGFUL ACTION Effective advocacy requires more than the right message. It requires knowing how to adapt that message, communicate it consistently and build trust with the audiences who matter most. This guide provides a foundation for communicating the value of destination promotion. The following sections offer practical ways to put that messaging into action. APPLY THE LEXICONS Use DI’s Tourism and Social Impact Lexicons to connect destination promotion to the priorities and values of different audiences through research-informed language. LEVERAGE AI Use AI tools alongside the lexicons to develop and adapt clear, consistent advocacy messaging for stakeholder communications, presentations, social media and more. BUILD ADVOCACY CLOUT Strengthen your organization’s credibility and influence through social media, community storytelling and the voices of trusted partners. TURN MESSAGING INTO IMPACT Whether you’re engaging elected officials, communicating with residents or equipping your board and partners, the goal remains the same: help people understand why destination promotion matters to their communities and inspire them to take action.
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APPLYING THE TOURISM & SOCIAL IMPACT LEXICONS
USE RESEARCH-INFORMED LANGUAGE TO STRENGTHEN YOUR MESSAGE The words we choose can influence how people understand the value of destination promotion. Destinations International’s Tourism and Social Impact Lexicons provide research-informed language to help destination organizations communicate more effectively with residents, elected officials and community stakeholders. The goal isn’t simply to use different words. It’s to connect destination promotion to the priorities and values that matter most to your audience.
PUT LEXICONS TO WORK
Identify Your Audience Determine who you’re trying to reach, what matters most to them and what you want them to understand or do. Select Relevant Language Consult the appropriate Tourism or Social Impact Lexicon for your country, language and communication objective. Choose terms that naturally reinforce your message. Connect Language to Local Impact Use credible data, community examples and measurable outcomes to demonstrate how destination promotion supports shared priorities Apply Consistently Incorporate the language across board communications, stakeholder presentations, media outreach, social media and other relevant channels.
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REMEMBER Effective advocacy combines the right language with credible evidence and a clear understanding of your audience. The lexicons are tools to strengthen communication—not substitutes for local context or strategy.
EXPLORE ADDITIONAL RESOURCES • Tourism Lexicon • Social Impact Lexicon • How to Use the Lexicons • Watch The Tourism and Social Impact Lexicon Reveal presentation from Virtual Advocacy Day
The Lexicons are a Destinations International Foundation initiative.
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USING AI TO STRENGTHEN ADVOCACY MESSAGING
TURN YOUR MESSAGING INTO AUDIENCE-RELEVANT COMMUNICATIONS AI can help destination organizations develop and adapt advocacy communications more efficiently. When paired with DI’s Tourism and Social Impact Lexicons, it can support clearer, more consistent messaging across different audiences and channels.
FIVE ELEMENTS OF AN EFFECTIVE AI PROMPT
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Audience Who are you communicating with?
Objective What do you want your audience to understand or do?
Evidence What verified facts, local statistics or examples
Language Which relevant Tourism or Social Impact Lexicon terms should be incorporated?
Format What type of
content do you need, and what tone and length are appropriate?
should support the message?
SAMPLE PROMPT “Draft a 150-word LinkedIn post for local elected officials explaining how destination promotion supports our community’s economic vitality. Use the verified local data provided and incorporate relevant terms from DI’s Tourism Lexicon naturally. Emphasize community outcomes rather than visitor volume. Use a professional, accessible tone and do not invent statistics or unsupported claims.” BEFORE YOU PUBLISH Always verify AI-generated claims, review the language for local relevance and accuracy, and ensure the final content reflects your organization’s voice and policies.
EXPLORE ADDITIONAL RESOURCES • Using Tourism and Social Impact Lexicons with Large Language Models
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BUILDING ADVOCACY CLOUT THROUGH SOCIAL MEDIA
BUILD CREDIBILITY. STRENGTHEN RELATIONSHIPS. INSPIRE ACTION. Effective advocacy is about more than visibility. It’s about building the credibility, trust and relationships that help destination organizations influence conversations and mobilize support. Social media provides an opportunity to connect destination promotion to community priorities, demonstrate tangible impact and amplify the voices of trusted local partners.
FIVE STEPS TO STRONGER ADVOCACY CONTENT
Name the Need Start with an issue, challenge or opportunity that matters to residents or community stakeholders. State the Value Explain how destination promotion contributes to that priority and why it matters beyond tourism. Show the Proof Support your message with a credible local fact, community example or measurable outcome.
Credit the Voice Highlight the residents, businesses or community partners closest to the story.
Ask for Action Encourage a meaningful next step, whether that’s sharing information, joining a conversation, attending a meeting or supporting an initiative.
CHANNEL
ADVOCACY OPPORTUNITY
Build credibility with elected officials, business leaders and community stakeholders through evidence-based storytelling and partner engagement. Make complex issues easier to understand through explainers, interviews and community-impact stories. Humanize advocacy by showcasing residents, local businesses, partnerships an visible community outcomes.
YouTube
REMEMBER Advocacy clout grows when credible messages are reinforced by trusted voices, supported by evidence and shared consistently over time. EXPLORE ADDITIONAL RESOURCES • Building Advocacy Clout Presentation • Watch Earning Advocacy Clout presentation from Virtual Advocacy Day
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