Destinations International Launches New Advocacy Research and Tools for DMOs

Destinations International (DI) has introduced a new set of research and practical resources designed to help destination organisations strengthen advocacy, articulate their contribution to local communities and build greater organisational resilience.

The resources were presented during DI’s 2026 Virtual Advocacy Day, a global programme focused on tourism advocacy, destination organisation funding, community impact and resilience. Among the principal launches were new Tourism and Social Impact Lexicons, alongside research examining how destination organisations can prepare for economic downturns, funding pressures and other disruptions.

“Advocacy is an ongoing leadership responsibility built on trusted relationships, credible data and a clear connection between the visitor economy and community priorities,” said Don Welsh, president & CEO of Destinations International. “These new resources give destination leaders practical tools to communicate their value and strengthen their organizations for the future.”

The new 2026 Tourism Lexicon provides destination organisations with research-based language for communicating the value of tourism to elected officials, residents, community leaders and other stakeholders. Rather than focusing solely on the language traditionally used within the travel sector, the resource is intended to help destination leaders translate tourism data and organisational outcomes into messages that can resonate with audiences beyond the industry.

The lexicon has been developed for the United States, United Kingdom, Australia and Canada, with versions available in English and Canadian French.

DI has also released an updated 2026 Social Impact Lexicon, which focuses on how destination organisations and the visitor economy contribute to community vitality, economic opportunity, quality of life and welcoming communities. The resource is available for the United States and Canada, in English and Canadian French.

Both lexicons were developed with support from the Destinations International Foundation. Together, they address a growing need for destination organisations to connect the economic contribution of tourism with the wider priorities of the communities in which they operate.

“Destination organizations have an important story to tell about the difference they make in people’s lives and communities,” said Sophia Hyder Hock, chief impact officer at Destinations International. “The right language helps us connect tourism’s economic and social impact to what residents, leaders and stakeholders value most.”

Lessons from previous downturns

The Virtual Advocacy Day also marked the release of new research into DMO resiliency, examining how destination organisations can prepare for economic downturns, funding challenges and other forms of disruption.

The report, Destination Organizations and Economic Downturns: Historical Lessons for the Year Ahead, informed a dedicated Virtual Advocacy Day session, Weathering the Storm: What 30 Years of Downturns Teach DMOs About Surviving the Next One.

Its findings underline the importance of establishing strong stakeholder relationships, demonstrating community value and developing advocacy strategies before a crisis occurs. The research places organisational resilience in the context of longer-term relationships and positioning, rather than treating advocacy as a response that begins only when funding or economic pressures emerge.

Funding was one of several issues explored during the event. Other sessions examined tourism taxes and sustainable funding, collaboration with city and county governments, economic impact research, the distinction between advocacy and lobbying, and practical approaches to building advocacy capacity within destination organisations.

The emphasis reflects the broader role that destination organisations increasingly play in communicating the value of the visitor economy to audiences that extend beyond tourism stakeholders and industry partners.

The discussion will continue at Advocacy & Action: The Destination Impact Event, taking place from 20–22 October 2026 in Ottawa, Ontario, Canada.

The 2026 Tourism Lexicon, 2026 Social Impact Lexicon, DMO Resiliency Research Report and additional tourism advocacy resources are available through Destinations International.

The 2026 Virtual Advocacy Day was supported by event partners Chase Travel, Civitas, Granicus Destinations and the Destination International Foundation. A recording of the sessions is available on demand, with free access subject to registration.

Destinations International represents destination organisations, convention and visitors bureaus (CVBs) and tourism boards, with more than 11,000 members and partners across over 800 destinations worldwide. Its foundation focuses on education, research, advocacy and leadership development for destination organisations.
 

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