2025 Annual Report: Association

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.