TOP ADVOCACY & RESEARCH RESOURCES
DESTINATION PROMOTION: A CATALYST FOR COMMUNITY VITALITY* New research that demonstrates how investment in destination promotion drives economic growth, improves quality of life and strengthens a community’s identity. A strong destination brand not only benefits tourism but also attracts talent, supports public services and fuels overall economic development.
UPDATED RESIDENT SENTIMENT BRIEFS * In partnership with Longwoods International, this research examines public perceptions of tourism, including its economic benefits, environmental impact, and effects on quality of life. Understanding both positive and negative perspectives helps destination organizations engage with local communities and build stronger support for tourism initiatives.
2024 TOURISM LEXICON(S)* The Tourism Lexicon is a curated vocabulary resource destination organizations should use to effectively articulate their work and the value of destination promotion. Destinations International (DI) updates the Tourism Lexicon annually, reflecting how politicians discussed common or public goods in the preceding year. This analysis informs the ranking and order of terms, revealing emerging themes and values crucial for destination organizations to understand and leverage.
観光地域づくり法人（ DMO ）のやるべきこと
人々が訪れたい場所を作り上げ ることができたら、住みたくなる 場所づくりができているはず 1. 訪れてよし
人々が住みたい場所を作り上げ ることができたら、働きたくなる 場所づくりができているはず 2. 住んでよし
このサイクルをま わし続け、そのス ピードをきちんと コントロールする 1 「訪れてよし」から 始まる 3
INDUSTRY BRIEF
2 4 地域社会の 活性化サイクル 「訪れてよし」から 「住んでよし」、 「働いてよし」、 「投資してよし」へ それこそが 観光地域づ くり法人 （ DMO ）のや るべきこと
A CATALYST FOR COMMUNITY VITALITY: Defining the 21 st Century Destination Organization
企業や住民が投資したい場所を作り 上げることができたら、人々が訪れた くなる場所づくりができているはず 4. 投資してよし
人々が働きたい場所を作り上げるこ とができたら、企業や住民が投資した くなる場所づくりができているはず 3. 働いてよし
マ ネ と ョ
Translated on behalf of JTTA
UPDATED TRANSLATIONS OF THE COMMUNITY VITALITY WHEEL*
LAUNCH OF DESTINATION EFFECT* This Awareness Campaign is not just about raising the profile of destination organizations; it’s about championing the spirit of discovery, unity, and growth they bring to every corner of the world. It is a movement to ensure that every destination organization gains its essential place at the center of a community’s efforts to thrive.
Available in English and recently translated in Spanish, French Canadian and Japanese. The Community Vitality Wheel infographic builds upon Maura Gast’s foundation providing a digestible graphic depicting the ‘circle of life’ and how the work of destination organizations is directly connected to how slow or how fast the wheel turns.
Defining the 21 st Century Destination Organization | 1
CATALYST FOR COMMUNITY VITALITY INDUSTRY BRIEF* This industry brief defines a 21st-century destination organization. A common definition allows for standardization across different regions, cultures or sectors. This is essential in a global industry such as travel and tourism, where a standardized definition helps to coordinate efforts and policies across borders, languages and time zones.
DESTINATION NEXT FUTURES STUDY* The 2023 bi-annual DI DNEXT Futures Study is the largest and most extensive survey of destination organizations around the world that unveils the top 50 strategies and 50 industry trends your organization needs to know.
*Indicates initiative powered by the Destinations International Foundation.
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DESTINATIONS INTERNATIONAL
2025 – 2026 MEMBERSHIP DESTINATION GUIDE
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