Advocacy & Action Messaging Guide

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

DESTINATIONS INTERNATIONAL ADVOCACY MESSAGING GUIDE