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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