INDUSTRY BRIEF
NextFactor and asked them to prove it in a report that became Destination Promotion: A Catalyst for Community Vitality . It was from all of these efforts that Destinations International coined the phrase “ The Destination Effect ”. The Destination Effect is what happens when a destination organization transforms a place into a destination—a place where people want to visit, live, work, play and invest. It transforms a place on a map into a vibrant community and destination.
outcome of a destination organization can be identified: a catalyst in creating an environment where a community thrives as an ideal place to visit, live, work, play and invest. With the purpose, mission, overarching goals, core values and community results identified, the definition of a destination organization has taken shape.
With this concept in hand, the community
What is a destination organization?
A destination organization helps the community achieve its goals by harnessing the power of destination promotion. It attracts attention, visitors and investment by promoting and developing a destination through brand management, strategic marketing, destination stewardship and community engagement. It enriches the quality of life for residents, helps attract and retain talent, fosters culture and community, supports public services and grows the overall economy. Its core values are passion, awareness, transparency, inclusiveness, engagement, collaboration, innovation, stewardship and relevance. And through its work, a destination organization becomes a catalyst creating an environment in which a community thrives as an ideal place to visit, live, work, play and invest.
PURPOSE
MISSION
OVERARCHING GOALS
CORE VALUES
RESULT
A destination organization creates The Destination Effect.
12 | Destinations International
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