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
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The Importance of Visitor-based Assessments to Canada’s Economy
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Final Report August 14, 2023
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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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