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.
DESTINATIONS INTERNATIONAL ADVOCACY MESSAGING GUIDE
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