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.
DESTINATIONS INTERNATIONAL ADVOCACY MESSAGING GUIDE
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