ANNUAL REPORT 2025
TABLE OF CONTENTS
Letter from the President & CEO.............................................2
Partnerships.................................................................................. 22
Letter from the Board Chairs....................................................4
Marketing & Communications...............................................28
Board of Directors..........................................................................6
Social Impact................................................................................32
Who We Are.....................................................................................7
Professional Development.......................................................38
Core Pillars........................................................................................8
Advocacy & Research................................................................40
2025 Significant Issues Impacting the Industry.................9
Destination Tools........................................................................44
2025 Strategic Goals..................................................................12
2025 Meetings & Events..........................................................50
2025 Financial Performance...................................................14
Noteworthy Projects..................................................................52
Membership................................................................................... 16
Foundation Overview................................................................54
Community....................................................................................18
2025 Honors & Awards.............................................................56
2025 Committees & Task Force Chairs...............................20
Staff................................................................................................. 58
Cover Image: Chicago, Illinois - USA Back Cover Image: Alexandria, Virginia - USA Pictured Here: Jackson, Mississippi - USA
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Austin, Texas - USA
LETTER FROM THE PRESIDENT & CEO
Throughout 2025, the DI Foundation expanded its impact by investing in research, scholarships, workforce initiatives and rapid responses to communities in crisis, demonstrating the power of collective generosity across our global destination community. None of this progress would be possible without the dedication of our members, partners, volunteer leaders and the exceptional DI team. Your leadership, engagement and willingness to collaborate continue to shape a stronger, more resilient and more inclusive future for destinations worldwide. As we look ahead, we remain confident in the power of radical collaboration and shared purpose. Thank you for your continued trust in Destinations International and for the vital work you do every day on behalf of your communities and our industry.
Dear Member,
Certified Destination Management Executive (CDME) program reached new highs, reinforcing its position as the industry’s premier professional credential. Our events – including the CEO Summit, Annual Convention and sector-specific summits – set new benchmarks for attendance, global participation and first-time engagement, reflecting the growing demand for connection, learning and shared problem-solving. DI continued to lead the industry with timely, actionable research and insights. Signature initiatives such as the Destination Reputation Research and DNEXT Futures Study — both underwritten by the foundation — provided destination organizations with forward-looking intelligence to navigate complexity, strengthen trust and plan for long- term resilience. Through new action briefs, advocacy tools and future-focused research, we equipped members to respond to societal issues, policy challenges and shifting measures of success with confidence and clarity. Equally central to our work was a continued commitment to stewardship, impact and workforce development. From launching Advocacy & Action and advancing Tourism for All, to expanding workforce pathways, professional development and leadership programs, DI reinforced the essential role destination organizations play as community catalysts. We launched the first annual global recognition for the essential role of our industry by celebrating February 19 as Destination Professionals Day. All these efforts reflect a shared belief that destination success is inseparable from community well-being, belonging and opportunity.
As we reflect on 2025, one word continues to define both our industry and our global Destinations International (DI) community: perseverance. In a year shaped by geopolitical uncertainty, natural disasters, rapid technological change and evolving community expectations, destination organizations around the world demonstrated extraordinary resilience, leadership and purpose. It has been an honor to both witness and support this work. This past year marked a significant step forward in DI’s global evolution. We welcomed 66 new and re-engaged members, reaching a total of 778 destination organizations, along with 7 educational members and 199 partners across 40 countries and territories. This represents a community of more than 10,000 destination professionals worldwide. We introduced a new partnership model offering expanded, year-round opportunities, and a new European Membership. These and other initiatives contributed to the continued growth and success of the association. A defining milestone was the successful hosting of our first major event outside North America, underscoring our commitment to serving a truly global membership and fostering cross-border collaboration at the highest levels. Engagement across DI reached record levels in 2025. Participation in the Global Leaders Forum exceeded expectations in its inaugural year, bringing together CEOs from more than 20 countries for candid dialogue on the future of destination leadership. Enrollment and completion in the
Warm regards,
DON WELSH President & CEO Destinations International
This past year marked a significant step forward in DI’s global evolution. We welcomed 66 new and re-engaged members, reaching a total of 778 destination organizations, along with 7 educational members and 199 partners across 40 countries and territories. This represents a community of more than 10,000 destination professionals worldwide. “
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LETTER FROM THE BOARD CHAIRS On behalf of the Destinations International Board of Directors, we are pleased to present the 2025 Annual Report and to reflect on a pivotal year for destination organizations and the global travel and tourism industry. From the Board’s vantage point, 2025 was less about celebrating milestones and more about preparing the association and its members for what comes next. In a world defined by accelerating change, rising complexity and heightened scrutiny of travel’s role in communities, Destinations International (DI) continued to sharpen its focus on long-term relevance, resilience and leadership. As stewards of the organization, the Board worked closely with DI leadership to ensure the association remained strategically positioned to support destination organizations as essential community partners. This included strengthening our communities, affirming financial sustainability and investing in initiatives that extend DI’s global reach while remaining grounded in member needs. The continued expansion of DI’s international engagement, including deeper connections across Europe and the Middle East, reflects this balanced approach. Looking ahead, advocacy stands out as one of the most critical priorities for the coming year and one where DI is uniquely positioned to lead. The launch of Advocacy & Action and the accompanying Advocacy Roadmap mark an important evolution in how destination organizations are equipped to engage stakeholders, align with community values and demonstrate public value. These tools reflect a shared understanding that advocacy today must be proactive, coordinated and grounded in credible research and real-world application.
The Board strongly believes that destination organizations must not only respond to external pressures but also help shape the narrative around tourism’s role in economic vitality, quality of life and shared prosperity. Advocacy & Action provides a clear framework for doing exactly that and we are confident it will become a cornerstone of DI’s work in the years ahead. Equally important is the role of volunteer leadership in advancing this mission. DI’s boards, committees and task forces continue to bring diverse perspectives, lived experience and professional expertise to the association’s work. This culture of service strengthens decision-making and ensures DI remains connected to the realities facing destination organizations of all sizes and geographies. As we look toward the coming year, the Board remains focused on guiding DI through its next phase of growth – defined not simply by scale, but by impact. This includes advancing advocacy, sustaining research leadership, supporting workforce development and reinforcing destination stewardship as a core responsibility of our profession.
We extend our sincere appreciation to DI’s members, partners, volunteer leaders and staff for their commitment, collaboration and trust. Together, we are building an association and an industry prepared to lead with purpose in an increasingly complex world. With gratitude and confidence in the road ahead,
LESLIE BRUCE, CDME President & CEO Banff & Lake Louise Tourism Bureau
SCOTT WHITE President & CEO Visit Greater Palm Springs
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From the Board’s vantage point, 2025 was less about celebrating milestones and more about preparing the association and its members for what comes next.
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Dublin, Ireland
BOARD OF DIRECTORS
WHO WE ARE
MISSION Empowering destinations so their communities thrive.
MICHELLE MASON, FASAE, CAE, CQIA ASAE
YT ANDERSON Visit Oulu
MICHAEL CROCKATT Ottawa Tourism
SONYA BRADLEY Visit Sacramento
JILL DELANEY Discover Albany
KRISTIN MCGRATH, CDME Pasadena Convention & Visitors Bureau
PURPOSE STATEMENT Destinations International is the world’s leading association for destination organizations. Our mission is to educate, equip and empower our members so they can advance their destinations and excel professionally. Membership grants access to essential industry resources, educational and professional development opportunities and exclusive benefits. SERVICE STANDARDS • We provide the best and most relevant professional development available to destination professionals in the world. • We create the industry’s most trusted tools to enhance our members’ impact on their communities. • We provide inspiration, tools and professional development opportunities to assist our members advocate for themselves and the industry as a whole. • We are focused on the destination organization and professional based on a deep understanding of the travel and tourism industry. • We deliver value at every level of our members’ organization.
DOMENIC BRAVO, CDME Executive Committee Visit Cheyenne
BETHANIE DEROSE, CDME Executive Committee Hunden Partners
ROSE NOBLE, CDME Visit Spokane
FRED DIXON Executive Committee Brand USA
LESLIE BRUCE, CDME Chair Banff & Lake Louise Tourism
BRETT OETTING, CDME Oetting Alchemy
KRISTEN REYNOLDS, CDME Choose Chicago
KYLE EDMISTON, CDME Chair-Elect Visit Lake Charles BETH ERICKSON, CDME Secretary Visit Loudoun
BENNISH BROWN Destination Augusta
NANCY SMALL, CDME Tourism Richmond
DAVID BURGESS Miles Partnership
MONICA SMITH, CASE, CDME, CMP Executive Committee Southeast Tourism Society RICKEY THIGPEN, PH.D., MCTP Treasurer Visit Jackson
JULIE CALVERT Visit Cincy
KAREN FISHER, CDME Visit Pittsburgh
CODY CHOMIAK, CDME Travel Manitoba
ERIN FRANCIS-CUMMINGS Future Partners
VICTORIA CIMINO Discover Newport ZEEK COLEMAN Tourism Economics
RYAN GEORGE Simpleview, a Granicus Company
SARA TOLIVER, CDME Visit Ogden
AL HUTCHINSON Visit Baltimore
CRAIG COMPAGNONE MMGY Global
SCOTT WHITE Immediate Past Chair Visit Greater Palm Springs
NORBERT KETTNER Vienna Tourist Board
SANTIAGO CORRADA Visit Tampa Bay
LAURA LIBBY Miles Partnership
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CORE PILLARS
2025 SIGNIFICANT ISSUES IMPACTING THE INDUSTRY The significant issues listed below represent major industry and global matters our members faced in 2025 and what shaped much of Destinations International’s focus, research and event content. As our reach continues to broaden globally, we have aligned these significant issues with one or more of the United Nations Sustainable Development Goals (SDGs) as listed below. Destinations International continues to align its content focus with the needs and challenges facing our members globally. This alignment is guided by member feedback and prioritized to address significant developments and issues relevant to the industry.
COMMUNITY
Destinations International fosters a strong, global community of travel and tourism professionals and promotes the exchange of knowledge and best practices. We enable our nearly 1,000 member organizations and business partners from around the world to connect, share insights and network, all aimed at helping their individual communities thrive.
ADVOCACY & RESEARCH
SUCCESS MEASUREMENTS FOR DESTINATION ORGANIZATIONS • SDG 3: Good health and well-being
Destinations International is the collective voice of destination organizations, supporting destinations on issues big and small. We strive to be champions for our members and recognize the importance of keeping them abreast of marketplace challenges and opportunities. We educate, equip and empower our members to advocate on behalf of their destination organizations and communities. We use our collective voice to elevate and advance the mission, goals and efforts of organizations. We are constantly expanding industry knowledge, introducing new ideas and developing forward-focused research and relevant data.
• SDG 9: Industry, innovation and infrastructure • SDG 11: Sustainable cities and communities
EVOLUTION OF TECHNOLOGY AND DIGITAL MARKETING • SDG 9: Industry, innovation and infrastructure
COMMUNITY ALIGNMENT AND ENGAGEMENT - INCLUDING RESIDENT SENTIMENT • SDG 8: Decent work and economic growth • SDG 9: Industry, innovation and infrastructure • SDG 10: Reduced inequalities • SDG 11: Sustainable cities and communities • SDG 17: Partnerships for the goals
PROFESSIONAL DEVELOPMENT
We offer a suite of products built on best practices, insights and research. We work to raise the effectiveness of destination organizations; increase relevancy among the destination’s community; elevate the level of professionalism through certification and accreditation; and provide actionable best practices and strategies for the sustainable success of destinations.
DESTINATION DEVELOPMENT • SDG 4: Quality education
• SDG 8: Decent work and economic growth • SDG 9: Industry, innovation and infrastructure • SDG 11: Sustainable cities and communities • SDG 17: Partnerships for the goals
DESTINATION TOOLS
We are the definitive resource for professional development within the destination marketing and management industry. We offer ongoing educational opportunities both in-person and online and are committed to providing professional development and lifelong learning for our members.
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Additionally, we acknowledge core elements that are foundational to the operation and growth of destination organizations by ensuring continuous support through dedicated educational and resource offerings. Core elements will be ongoing priorities that form the foundation of Destinations International’s commitment to supporting the resilience, growth and effectiveness of our members. While not the primary focus of our annual content themes, the following areas will receive continuous attention and resources.
DESTINATION STEWARDSHIP AND SUSTAINABILITY – INCLUDING REGENERATION STRATEGIES • SDG 12: Responsible consumption and production
• SDG 13: Climate action • SDG 14: Life below water • SDG 15: Life on land
DESTINATION ORGANIZATION RESILIENCE, STABILITY AND GROWTH • SDG 8: Decent work and economic growth • SDG 11: Sustainable cities and communities
The 17 SDGs and the corresponding 169 SDG targets offer the world a new direction, and the tourism and travel industry can and must play a significant role in delivering sustainable solutions for people, the planet, prosperity and peace.
VALUES ALIGNED MARKETING ACTION
• SDG 9: Industry, innovation and infrastructure • SDG 11: Sustainable cities and communities
CRISIS MANAGEMENT
• SDG 3: Good health and well being • SDG 11: Sustainable cities and communities
SOCIAL IMPACT AND CREATING WELCOMING ENVIRONMENTS • SDG 5: Gender Equality • SDG 10: Reduced inequalities • SDG 11: Sustainable cities and communities
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2025 STRATEGIC GOALS
STRATEGIC PLANNING In 2025, Destinations International advanced its long-term planning efforts by prioritizing the foundational research needed to guide a unified, multiyear strategy for both the Association and Foundation. Rather than moving directly into plan development, DI engaged consultants to conduct deep stakeholder research across three primary global regions to better understand member needs, market opportunities and DI’s evolving value proposition. This 240-page report represents Phase 1 of the strategic planning process and will serve as the foundation for completing the organization’s multiyear plan in 2026.
COMMUNITY ENGAGEMENT Priorities emphasized deeper engagement across the global community through expanded opportunities for connection, collaboration and feedback among members, partners and volunteer leaders. Efforts focused on strengthening niche member engagement, modernizing board and committee participation, expanding strategic partnerships and advancing global initiatives in Europe and the Middle East to ensure regional relevance and inclusive growth.
RESEARCH AND ENHANCED MEMBER RESOURCES Strategic efforts continued to advance forward-focused research and practical resources that address the evolving challenges facing destination organizations. Key priorities included strengthening thought leadership on the future of the industry, destination reputation and resident sentiment; supporting stewardship, workforce development and inclusion; and expanding accessible, actionable tools that reinforce advocacy, credibility and community impact.
PROFESSIONAL DEVELOPMENT Professional development priorities focused on expanding globally relevant, accessible learning pathways that support destination professionals at every career stage. Emphasis was placed on modernizing certificate programs, accreditation and credentials; broadening mentorship opportunities; integrating global and accessibility considerations across offerings; and innovating meetings and events to ensure continued relevance and value.
PRODUCTS AND TOOLS Efforts centered on expanding and enhancing industry- leading products and tools that help destination organizations measure impact, improve performance and advance inclusion and sustainability. Priorities included continued growth of economic impact tools, expansion of accessibility resources, enhancements to compensation and benchmarking platforms and deeper education to maximize adoption and member value.
OPERATIONAL ENHANCEMENTS
Strategic investments strengthened internal operations, data capabilities and governance systems to support long-term effectiveness and transparency. Priorities included enhancing organizational culture, deploying enterprise-wide project management and dashboard systems, modernizing board processes and responsibly integrating artificial intelligence and automation to improve efficiency, insight and decision-making.
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2025 FINANCIAL PERFORMANCE
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TOTAL REVENUE: $15,896,076
REVENUE
EXPENSES
-
TOTAL EXPENSES: $15,152,658
Professional Development | 7%
Personnel | 43%
Membership | 28%
Operations | 11%
$0
$1M
$2M
$3M
$4M
$5M
$6M
$7M
$8M
$9M
$10M
$11M $12M $13M $14M $15M
Foundation Grants | 4%
Partnership | 25%
Meetings | 25%
Other | 3%
Other Income | 3%
Programs | 18%
Events | 21%
Tools/Products | 12%
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Minneapolis, Minnesota - USA
MEMBERSHIP
NEW DESTINATION MEMBERS IN 2025
Blue Water Area Convention & Visitor Bureau Brockville Tourism Cadillac Area Visitors Bureau Carbon County Visitors’ Council Cayman Islands Department of Tourism City of Airdrie City of Cedar Park, Texas City of Henderson City of League City CVB City of Pickering City of Tshwane Metropolitan Municipality Crystal Coast Tourism Authority Cullman County Convention & Tourism Bureau Daejeon CVB Dahlonega-Lumpkin County CVB DeKalb County Convention and Visitors Bureau Digby Area Tourism Association Discover Klamath Visitor & Convention Bureau Discover Mexico Beach, FL Discover Vail Envision Saint John Experience Chesterfield Explore Burnsville Explore Nash County Go Vilnius Grande Prairie Regional Tourism Association Greater Freeport Partnership Grow Clinton Guanacaste DMO Kansas Tourism Kentucky Department of Tourism Ljubljana Tourism Mecosta County Visitors Bureau
Miami County Visitors Bureau Minneapolis Northwest Tourism
National Tourism Organisation of Montenegro Oak Grove Tourism & Convention Commission OneRedmond Ontario’s Southwest RTO Orange County Sports Commission Pinehurst, Southern Pines, Aberdeen Area CVB Ross Chillicothe CVB Salzburg Convention Bureau Smoky Mountains Tourism Development Authority Sonoma Valley Visitors Bureau State of Yucatán Susquehanna Valley Visitors Bureau Tourism Industry Association of the Yukon Tourism Squamish Tourism Vancouver Island Travel Costa Mesa Travel Dubuque Twin Cities Gateway Valdez Convention and Visitors Bureau Visit Allen, Texas
Visit Camarillo Visit Edmond Visit Independence Visit Marietta Visit McMinnville Visit Muskogee Visit Palma Visit Perry Visit Southeast Montana Visit The Colony Wyoming Office of Tourism
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Savannah, Georgia - USA
COMMUNITY BY THE NUMBERS
Destinations International’s success is driven by the continued engagement and dedication of its volunteer leaders. Through their ongoing service on committees, members help shape priorities, strengthen programs and advance the tools, research, accreditation efforts and best practices that support destination organizations worldwide. Their collaboration with peers and staff ensures that DI remains responsive, relevant and forward-looking— creating lasting value for members and reinforcing the strength of our global industry, year after year. COMMITTEE ENGAGEMENT
40 COUNTRIES & TERRITORIES AROUND THE WORLD
& RE-ENGAGED DESTINATION ORGANIZATION MEMBERS 66 NEW
778 TOTAL DESTINATION ORGANIZATION MEMBERS
WITH DESTINATION ORGANIZATION MEMBERS & PARTNERS
31 COMMITTEES
AND TASK FORCES
95.7% RETENTION RATE FOR DESTINATION ORGANIZATION MEMBERS
10,894 TOTAL DESTINATION ORGANIZATION ENGAGED PROFESSIONALS
AND EDUCATIONAL INSTITUTES 7 EDUCATIONAL MEMBERS
480 VOLUNTEERS
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2025 COMMITTEES & TASK FORCE CHAIRS
ADVISORY LEADERSHIP BOARD Jerrine Lee, CDME, Visit Richmond Juliet Velazquez, CDME, Tourism Economics
BUSINESS OPERATIONS TASK FORCE Rosyln Smith, Ottawa Tourism Donald Lilley, Visit Baltimore CANADIAN DESTINATION LEADERSHIP COUNCIL (CDLC) Nancy Small, CDME, Tourism Richmond COMMUNITY CONNECTIONS PROFESSIONAL TASK FORCE Jennifer Christie, Visit Loudoun Nicole Bradin, Explore Tualatin Valley CONVENTION SALES & SERVICES (CSS) Roberta Tisdul, Visit Indy Nathan Tollett, Houston First Corporation EUROPEAN STEWARDSHIP COUNCIL YT Anderson, Visit Oulu Daniela Kolesa, Vienna Tourist Board
FINANCE Leslie Bruce, CDME, Banff & Lake
FOUNDATION GRANTS Alex Michaels, CDME, Discover Lehigh Valley GLOBAL LEADERSHIP YT Anderson, Visit Oulu Lyn Lewis Smith, Business Events Sydney
ORGANIZATION ACCREDITATION PROGRAM (DMAP BOARD) Tania Armenta, Visit Alburquerque PARTNER ADVISORY COUNCIL Craig Compagnone, MMGY Global John Tanzella, IGLTA PLANNER INFLUENCER BOARD Brad Weaber, Brad Weaber Consulting Group, LLC PROFESSIONAL CREDENTIAL (CDME BOARD) Brett Oetting, CDME, Oetting Alchemy PROFESSIONAL DEVELOPMENT Wes Rhea, CDME, Visit Lodi Amy Zientek, CDME, Visit Lubbock PR & COMMUNICATIONS Julie Freeman, MMGY Global David Gonzalez, Visit San Antonio
SMALL DESTINATION ORGANIZATION SUB-COMMITTEE Marcus Carney, Visit Yuma Sarah Howard, Visit Pleasant Prairie SOCIAL IMPACT Connie Kinnard, Greater Miami Convention & Visitors Bureau Roz Stuttley, Choose Chicago
Louise Tourism Bureau Kyle Edmiston, CDME, Visit Lake Charles
ADVOCACY Julie Gilbert, CDME, Visit Door County Domenic Bravo, CDME, Visit Cheyenne
FOUNDATION AUDIT Steven Paganelli, CDME, Tripadvisor FOUNDATION DEVELOPMENT Victoria Clarke, CDME, Tourism Mississauga John Percy, CDME, Destination Niagara USA FOUNDATION EXECUTIVE Amir Eylon, Longwoods International Martha J. Sheridan, Meet Boston FOUNDATION GOVERNANCE & NOMINATION Ellie Westman Chin, CDME, Destination Madison Martha J. Sheridan, Meet Boston
GOVERNANCE & NOMINATION Scott White, Visit Greater Palm Springs Kyle Edmiston, CDME, Visit Lake Charles LARGE MARKET ROUNDTABLE Melissa Riley, Destination DC & Lorne Edwards, Visit Phoenix MARKETING Ashely White, Visit the Woodlands Jennifer Walker, CDME, VisitDallas MEMBERSHIP Stacie Wingfield, Simpleview, a Granicus company Wendy Hasse-Roberts, CDME, Travel Santa Ana
ASSOCIATION EXECUTIVE Scott White, Visit Greater Palm Springs Leslie Bruce, CDME, Banff & Lake Louise Tourism Bureau AWARDS Tammy Canavan, FCDME, Visit Seattle Cleo Battle, CDME, CASE, Louisville Tourism AUDIT Bart Blaisdell, Visit Salt Lake Tony Hall, Discover Durham
STATE ASSOCIATION TASK FORCE Kathleen Davis, CDME, Destination Texas
30 UNDER 30 ALUMNI COUNCIL Jeremiah Cook, CDME, Visit College Station Juliet Velazquez, CDME, Tourism Economics
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PARTNERSHIP
Austin, Texas - USA
PARTNERSHIP MILESTONES
BY THE NUMBERS 199
STRENGTHENED PARTNER COLLATERAL AND MESSAGING TO IMPROVE CLARITY, ALIGNMENT AND VALUE COMMUNICATION ACROSS ALL TOUCHPOINTS.
STANDARDIZED PARTNER ONBOARDING, ENGAGEMENT AND RENEWAL PROCESSES TO SUPPORT SCALABLE GROWTH AND STRENGTHEN THE VALUE DELIVERED TO MEMBERS.
IMPLEMENTED A NEW PARTNERSHIP MODEL FOCUSED ON ONGOING ENGAGEMENT, STRATEGIC ALIGNMENT AND LONG-TERM PARTNER AND MEMBER SUCCESS.
TOTAL PARTNER ORGANIZATIONS 50 NEW PARTNER ORGANIZATIONS 81% RETENTION RATE
EXPANDED ACCESS THROUGH A DEDICATED SMALL BUSINESS PARTNERSHIP TIER, LOWERING BARRIERS FOR SMALL AND MARGINALIZED BUSINESSES AND WELCOMING FOUR NEW PARTNERS IN ITS FIRST YEAR.
GREW THE PARTNER NETWORK ACROSS NINE COUNTRIES, EXPANDING GLOBAL REACH AND MARKET REPRESENTATION.
LAUNCHED A PARTNER OFFER PORTAL WITHIN THE ONLINE COMMUNITY, ENABLING PARTNERS TO SHARE EXCLUSIVE, VALUE-ADDED OFFERS WHILE GIVING MEMBERS ACCESS TO TAILORED OPPORTUNITIES BEYOND TRADITIONAL PROMOTIONS.
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2025 PARTNERS
PINNACLE PARTNERS
PREMIER PARTNERS
PRINCIPLE PARTNERS
CORPORATE PLUS PARTNERS
CORPORATE PARTNERS
A RateGain Company
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INDUSTRY PARTNERS
ASSOCIATE PARTNERS
62Above AFAR Media AiOpti Air Canada AirDNA AKA American Bus Asociation Axis Travel Marketing Bébé Voyage Bellweather Agency Bloomberg Brad Weaber Consulting Group, LLC Brkthru Digital BVK Certified Tourism Ambassador - CTA Chillwall AI Cimarron Global CliftonLarsonAllen, LLP Compass Media Connect Worldwide Conventions, Sports & Leisure International Crowdriff Culinary Tourism Alliance Curacity Datafy Destination Consultancy Group LLC
Dish Media (Dish + SlingTV) Downs & St Germain Engine Fever Labs FINN Partners Forvis Mazars Gaining Edge GreenStep Sustainable Tourism Harmelin Media Hatch64 Hive Interactive Hopper HospitableMe Inc Hotelbeds Group Intentful ITI Digital Japan Travel and Tourism Association Kick Push Kinective Media by United Airlines Kingfisher Gambit Lighthouse Luxury Escapes Magellan Strategy Group Maritz Matador Network McDaniels Marketing Media Mogul
Meetings Database Meridian Reservation Systems Ltd. Movement Marketing Mower Noble Studios Northstar Meetings Group Onboarding Meetings Oracle NetSuite Paperkite PETERMAYER Phoenix International Publishing Pineapple Public Relations PJX Media Planny Drive Predictive Data Lab Propellic R&R Partners RCMA Redrock Entertainment Resonance Consultancy Inc.
Smartvisit International Sunshine & Bourbon The Culturist Group Event Leaders Exchange The National Travel & Tourism Office Learn Tourism thunder:tech Total Hospitality Solutions Travefy Travel Alliance Partnership Travel Spike Travelzoo Tripscout Trove Tourism Development Advisors TwoSix Digital U.S. News & World Report Veneto Collaboratory VERB Interactive Vibemap Inc Viasat Warner Brothers Discovery Waymack and Crew Wheresight World Business Associates Co., Ltd. YPTC Zenardy LLC
MEDIA PARTNERS
essential for the event evolution
Rudloff Solutions Accessible Travel Solutions, LLC Satisfi Labs Simplified.Travel Sinclair Travel Site Impact SMARInsights
SMALL BUSINESS PARTNERS
Green Book Experiences Rev Hospitality
Ikonik Destinations Collective The Data Appeal Company
Alexandria, Virginia - USA
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MARKETING & COMMUNICATIONS
MEMBER ENGAGEMENT & CONNECTION
ONLINE COMMUNITY A key platform for peer connection and knowledge- sharing across the destination organization industry.
WEBSITE
2,711 10,699 LOGINS
977 POSTS
ACTIVE DISCUSSION THREADS 183
The Destinations International website continues to serve as the central hub supporting all areas of the organization, connecting members, partners and stakeholders to resources, research and programming.
UNIQUE LOGINS
261,085 NEW VISITORS
SOCIAL MEDIA DI’s social media efforts continued to prioritize relevance and quality of engagement, with LinkedIn continuing as the strongest-performing platform for reaching destination professionals and industry leaders.
COUNTRIES WITH MOST VISITS UNITED STATES • CANADA • UNITED KINGDOM • INDIA • IRELAND, PHILIPPINES • MEXICO • NETHERLANDS • AUSTRALIA • GERMANY
275,991 TOTAL VISITORS
LANGUAGES 4
PAGE VIEWS 698,379
73,382 TOTAL ENGAGEMENTS
11.6% ENGAGEMENT RATE (+2% YOY)
LAUNCHED WEBSITE
TRANSLATION IN
ENGAGED SESSIONS 10+ SECONDS 204,221
CANADIAN FRENCH, SPANISH, FRENCH AND GERMAN—EXPANDING GLOBAL ACCESS TO DI RESOURCES AND CONTENT.
51,323 CLICKS
8.1% CLICK RATE (+1.2% YOY)
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STRATEGIC ENABLEMENT & ORGANIZATIONAL SUPPORT In addition to channel performance, the Marketing & Communications team advanced several organization-wide initiatives to strengthen infrastructure, insight and impact. • Developed the first comprehensive Marketing & Communications Strategic Plan • Expanded analytics capabilities through the hiring of DI’s first data analyst and implementation of enhanced reporting tools • Advanced global accessibility through website translation efforts • Supported major organizational initiatives including research launches, surveys, events and brand campaigns for all internal departments
470,596 TOTAL OPENS (+19.8% YOY)
5% CLICK RATE (+1% YOY)
E-COMMUNICATIONS Email remains a primary channel for connecting members with timely updates, resources and opportunities across the organization.
53,823 CLICKS (+52.2% YOY)
8,840 TOTAL SUBSCRIBERS
Dublin - Ireland
PAID MEDIA CAMPAIGN HIGHLIGHTS • Delivered the second annual paid media campaign, focused on increasing awareness of Destinations International’s professional development opportunities, including certificate programs, CDME and DMAP, among destination professionals through LinkedIn. • Generated more than 6 million impressions, 1.5 million video views and 14,500+ ad clicks, with video performance exceeding LinkedIn industry benchmarks. • Expanded campaign tactics in 2025 by introducing document ads, driving 468 resource downloads and nearly 8,000 clicks, signaling strong interest in DI’s professional development and research offerings.
EARNED MEDIA & INDUSTRY VISIBILITY Secured nearly 100 media placements across top-tier global, national and industry outlets, reaching audiences with a combined 100+ million monthly unique viewers . Coverage included the Financial Times, Chicago Tribune, CBS Channel 13 (Sacramento), Irish Independent and leading trade publications—amplifying the voice and visibility of destination organizations worldwide.
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SOCIAL IMPACT 2025 MILESTONES
SOCIAL IMPACT: EVERY PLACE, FOR EVERYONE Destinations International advanced a strategic evolution from social inclusion to Social Impact, reflecting a broader, outcomes-driven approach to welcoming and responsible tourism. This shift emphasizes the measurable, long-term contributions destinations make to their communities—ensuring tourism strengthens economies, supports community well-being, protects cultural and natural assets and expands access and participation. Guided by four pillars— Economic Growth and Opportunity, Community Impact and Well-Being, Responsible Tourism and Access and Participation —the Social Impact Framework was developed to help destination organizations translate values into action, measure outcomes and communicate impact. Together, this approach positions tourism as a force for positive, lasting change for both residents and visitors.
In 2025, Destinations International continued to advance the Tourism for All program, a six-month certificate initiative designed to equip destination leaders with the tools and framework to champion welcoming, community-driven tourism. The program centers on four pillars—safe and supportive workplaces, inclusive visitor experiences, meaningful community partnerships and purpose-driven marketing—supported by education and guidance from selected impact expert partners. As part of this work, a full-day Tourism for All workshop was hosted at the Thrive Summit, providing participants with foundational training and a Readiness Certificate to support future program implementation at the local level.
COMMUNITY IMPACT STORIES Destinations International launched 28 Community Impact Stories showcasing destinations that achieved tangible results by applying the Social Impact Framework. These stories highlight how trusted, authentic community relationships drive positive outcomes—from stronger organizational cultures and meaningful partnerships to sustainable economic return—while offering practical inspiration and peer-informed recommendations for destinations advancing their social impact efforts.
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DESTINATION JOURNEYS Destination Journeys is a storytelling initiative that highlights the people who shape destinations and bring the industry to life. Through 16 video features, the series showcases diverse career paths, perspectives and motivations, using authentic stories to inspire future leaders and strengthen connection across the global destination community.
FOOD RECOVERY AND REDISTRIBUTION GUIDES Developed through Destinations International’s Social Impact Framework, the Food Recovery and Redistribution Guide supports destination organizations in embedding sustainability and community impact into event strategies. The resource addresses a critical gap in waste management by outlining practical approaches to food recovery that align destination stewardship, social responsibility and long-term legacy—helping transform meetings and events into catalysts for meaningful, place-based impact.
DESTINATION GUIDE FOOD RECOVERY AND REDISTRIBUTION AT EVENTS
DESTINATIONSINTERNATIONAL.ORG
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BUILDING A COMMON LANGUAGE - Foundational Terms & Roles for Destination Stewardship & Sustainability in the Travel Industry Developed in collaboration with Destination Think, this resource establishes shared definitions and clarifies organizational roles essential to embedding stewardship across destination organizations. The guide helps align teams around consistent language and responsibilities, strengthening the integration of sustainability into destination strategy and day-to-day operations.
WELCOMING LEXICON The Welcoming Lexicon provides destination
WORKFORCE ATTRACTION & RETENTION As part of the first year of its 10-year Workforce Strategy, Destinations International convened workforce listening sessions with destination professionals, students and university partners, engaging 52 participants across seven audiences . Insights from this work informed the DI Workforce Insights report and are shaping next steps focused on workforce storytelling, leadership readiness and talent pipeline development.
organizations with shared language to communicate sentiments of a warm welcome and foster environments where every visitor feels seen, safe and invited. Designed to support community engagement, international events and impact-driven messaging, the resource helps destinations align communication with values of safety, transparency and belonging.
CSR ACTIVATIONS AT ANNUAL CONVENTION The Social Impact team delivered two CSR activations at Annual Convention, translating values into action through hands-on community engagement. The experiences focused on workforce empowerment and food recovery and redistribution , connecting attendees with local partners to support justice- impacted individuals and advance sustainable food practices— demonstrating how events can create meaningful, place-based impact for both communities and the industry.
WELCOMING DESTINATIONS RESOURCE HUB The Welcoming Destinations Resource Hub is a curated collection of insights, tools and guidance designed to help destination organizations navigate the economic and social impacts of cross-border tourism. The hub supports members in creating welcoming, safe environments for visitors while strengthening community trust and destination resilience.
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REFRESHED ACCESSIBILITY PLAYBOOK + AI COMPANION The refreshed Accessibility Playbook, developed in collaboration with TravelAbility, delivers a streamlined, digital-first resource grounded in updated research and real-world best practices to help destinations build subject-matter expertise and enhance accessible visitor experiences. New in 2025, the AI Companion supports practical implementation across destination development, marketing and community engagement, enabling scalable, consistent and community-centered accessibility strategies.
ACCESSIBILITY PLAYBOOK DESTINATION MODULE
PRODUCED IN CONJUNCTION WITH
TALENT ACCELERATOR PROGRAMS Building on a strong foundation, the Pathways to Success: Scholarship & Professional Development Program represents the next step in cultivating future leaders in tourism and hospitality. Evolved from the HBCU Scholarship Program, Pathways to Success broadens access to education, mentorship and professional growth for students pursuing hospitality and tourism management degrees across the United States and Canada. This work is complemented by the Foundation’s 30 Under 30 Program, which recognizes and supports emerging leaders from around the world through curated learning, mentorship and industry engagement, and the Rising Industry Professionals Program, which provides early-career professionals with structured leadership development, networking and ongoing professional growth opportunities. Together, these programs reflect a coordinated approach to strengthening talent pipelines and preparing the next generation of destination leaders.
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Chicago, Illinois - USA
PROFESSIONAL DEVELOPMENT 2025 AT-A-GLANCE
NEW IN 2025 VIRTUAL EDUCATION MICRO-COURSES
The Virtual Educational Micro-Courses deliver flexible, on-demand learning for destination professionals through concise, practical sessions supported by downloadable resources. Designed to fit busy schedules, the series provides focused insights that can be applied immediately across a range of professional needs. SERIES OFFERED: • Technology & Innovation – Emerging tools and AI applications • Leadership – Leadership skills for current and future leaders • Skills – Core professional and workplace competencies • DI Digest – Time-efficient learning drawn from research and thought leadership
The industry’s highest individual educational achievement, preparing senior destination leaders to navigate change through vision, leadership and strategic decision-making. 500+ TOTAL CERTIFICATIONS TO DATE 11 CORE COURSES HOSTED 63 CDME GRADUATES 5 EVENTS HOSTED 6 ELECTIVE COURSES HOSTED 85 NEW CDME CANDIDATES
(BI Sales, BI Services and BI Marketing & Communications)
Provides foundational education in destination marketing and management for professionals new to the industry or seeking to strengthen their understanding of core concepts. 405 INDIVIDUALS EARNED THEIR PDM CERTIFICATE IN 2025 *To support a more global learning experience, the PDM program added Spanish and French Canadian language options.
Designed for entry-to mid-level destination professionals to enhance
In June 2025, the DMAP platform was updated with revised accreditation standards, a streamlined application process and an enhanced user experience, improving navigation, deadline tracking and access to learning resources within the platform.
ONLINE LEARNING CENTER The online learning center provides access to industry updates, webinars and numerous on-demand courses. 33 WEBINARS 18 VIRTUAL ROUNDTABLES
foundational skills in data literacy and key performance metrics to support informed decision-making across sales, services and group marketing. 84 INDIVIDUALS REGISTERED ACROSS THE THREE COURSES IN 2025
152 TOTAL ACCREDITED ORGANIZATIONS
2 FIRST TIME EVENT ATTENDEE ORIENTATIONS
Caters to destination sales and services professionals at all career stages, focusing on how to leverage community infrastructure, economic resources and human, social and cultural assets.
23 EARNING ACCREDITATION WITH DISTINCTION
INDIVIDUALS REGISTERED FOR THE COURSE IN 2025
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ADVOCACY & RESEARCH
UNITED STATES INDUSTRY BRIEF 2024 NATIONAL RESIDENT SENTIMENT
2025 DESTINATIONS INTERNATIONAL FUTURES STUDY
DESTINATION REPUTATION: IMPACT ON THE TRAVELING CONSUMER’S CONSIDERATIONS KEY FINDINGS
Introduction Since 2020, Longwoods International has partnered with Destinations International to conduct an annual study measuring Americans’ sentiments towards tourism, its impacts, and their perceptions of tourism employment, destination stewardship, and sustainability. In July 2024, Longwoods International fielded its fifth annual U.S. National Resident Sentiment study, which included a representative sample of 4,000 Americans (1,000 from each U.S. Census region). Overall, results from this year’s study are positive and suggest that the industry’s destination stewardship and advocacy efforts are making an impact on Americans’ sentiment towards tourism.
Directional Findings and Implications for Destination Organizations
Leading Through Transformation A Strategic Road Map for the NEXT Generation of Destination Organizations
2025 DESTINATIONNEXT FUTURES STUDY This forward-looking research examines the evolving role of destination organizations amid significant change in the global visitor economy. Informed by global advisory input, industry panels and a worldwide survey, it highlights the key forces and strategies shaping the future of the industry, with a focus on clarifying purpose, roles and success metrics as destinations expand from traditional marketing functions into broader leadership across community engagement, stewardship and advocacy.
DESTINATION REPUTATION RESEARCH Focuses on the growing role of societal concerns in destination decision-making, this study examines how factors such as political climate, public safety and social values influence reputation and event selection. Developed in collaboration with Future Partners, it delivers data-driven insights to help destination organizations respond with strategic clarity as planner expectations evolve. A suite of supporting resources— including a key findings report and six action briefs— provides practical guidance to strengthen destination appeal and reinforce planner confidence.
RESIDENT SENTIMENT RESEARCH Updated resident sentiment research, conducted annually by Longwoods International, examines how Americans and Canadians perceive tourism and its impacts on communities, stewardship and destination development. The latest findings highlight areas of progress alongside opportunities for continued improvement and advocacy, providing destination organizations with timely insights to inform decision-making, strengthen community alignment and support responsible tourism strategies across both the United States and Canada.
THE TOURISM LEXICON: 2025 United States Edition
share
learn
build
join
community
align / aligned / alignment
The Importance of Visitor-based Assessments to Canada’s Economy
people
available
opportunity
family
develop / development
together
commitment
continue
work
Final Report August 14, 2023
future
resource
home
safe / safety
support
Prepared by:
business / businesses
proud
provide
local
help
New for 2025
CANADIAN VISITOR-BASED ASSESSMENT TOOLKIT
TOURISM LEXICONS This research-backed resource provides destination organizations with clear, effective language to communicate the value of tourism to stakeholders and elected officials. Developed through analysis of local political and media data by country, the annually updated lexicons identify the words and themes that resonate most with leaders and communities. Available in multiple formats—including printable PDFs, social media graphics and presentation decks— the resource equips destinations with practical tools to strengthen advocacy and alignment.
Developed to support sustainable tourism funding in Canada, the Visitor-Based Assessment Toolkit provides destination organizations with research- backed insights and practical resources to advance visitor-based assessment models. The toolkit outlines economic and community benefits, shares implementation principles and case studies, and includes advocacy-ready materials to support informed dialogue with stakeholders—helping destinations build long-term investment strategies that strengthen both the visitor economy and community outcomes.
ADVOCACY & ACTION INITIATIVE LAUNCH In conjunction with the fall summits, Destinations International unveiled Advocacy & Action, a strategic initiative elevating advocacy as a core leadership competency for destination organizations. Grounded in a member-informed roadmap and actionable framework, the effort redefines advocacy as a catalyst for community vitality, equipping members with new tools, training and resources to navigate funding, policy, and stakeholder dynamics with confidence and clarity.
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Perast, Montenegro
WORLD TOURISM LEXICON DAY Words that move us – shaping how the world understands and values tourism.
WORLD TOURISM LEXICON DAY (NOVEMBER 2025) The inaugural World Tourism Lexicon Day created a dedicated moment to elevate the role of language in destination advocacy through a virtual takeover and public engagement. The initiative reinforced how shared, evolving language builds trust, aligns the industry’s voice and turns research into narratives that resonate with communities and decision-makers, while also establishing a visible platform to promote the lexicons as a vital, ongoing resource for effective advocacy and communication.
Private Sector Associates of The United States Conference of Mayors
United States Conference of Mayors Business Council 2025 Best Practices Report
Mayors and Businesses Driving Economic Growth
2025
NATIONAL RECOGNITION OF DESTINATION ORGANIZATIONS Destinations International and DestinationEffect.com were featured in the 2025 Mayors and Businesses Driving Economic Growth report published by the United States Conference of Mayors, highlighting the role destination organizations play in advancing local economies and community outcomes. The report was released at the Conference’s Annual Meeting and shared with mayors nationwide.
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DESTINATION TOOLS
EVENT IMPACT CALCULATOR
WEBSITE IMPACT CALCULATOR
The Event Impact Calculator (EIC) is an industry standard for measuring how events impact a destination. The tool measures the economic value of an event and calculates its return on investment to local taxes. With nearly 400 clients, and two new country models launched in 2025 for South Korea and Saudi Arabia, the EIC is now the global standard for measuring net new money coming to a community because of meetings and events. The tool is utilized by 50% of Destinations International’s membership as well as shared partnerships with IAVM and Sports ETA.
The Website Impact Calculator attributes website traffic to physical visits and takes impact a step further by analyzing the economic impact of those conversions. Built on decades of expertise and leading global economic analysis, this tool measures the economic value of owned destination marketing.
2025 BY-THE-NUMBERS
100 Total subscriptions
2025 BY-THE-NUMBERS
385 Total subscriptions across 14 countries
Subscribers ran 176,774 event impact calculations .
and 47 statewide and 10 provincial models
The DestinationNEXT Futures Study Assessment serves as a tool that helps destination organizations understand their role within their communities while providing practical strategies to navigate change and drive sustainable, long-term success.
78 registrants for 2 focused EIC webinars .
325 Meetings
338 Sports
228 Festivals
45 Local & Public Events
Facilitated 30 threads in dedicated EIC discussion groups in the Online Community.
423 TOTAL ASSESSMENTS COMPLETED TO DATE
16 ASSESSMENTS COMPLETED IN 2025
3 EIC Case Studies
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