Inaugural event brings together destination promotion CEOs from Europe, North America and other regions

  Destinations International (DI) hosted its inaugural Global Leaders Forum in Dublin, Ireland, from February 11-13. The exclusive event drew more than 100 participants, including destination leaders from Europe, North America, Asia-Pacific and other regions. As the world’s leading association representing destination organizations and convention and visitors bureaus (CVBs), Destinations International continues to expand its European destination organization membership, and the Forum marked a new era of global engagement and thought leadership within the travel and tourism industry.   With issues such as overtourism and sustainable travel high on the agenda, there is a growing responsibility placed on destination organizations as brand stewards and catalysts in their communities. The importance of balancing the economic and social benefits of tourism to ensure they benefit visitors and residents alike has never been higher.   The Global Leaders Forum enriched this dialogue with panel sessions, immersive learning opportunities and dynamic roundtable discussions, offering unparalleled insights from world-renowned speakers such as Greg Clark, CBE, FAcSS, an urbanist and advisor on city development, Adrian Cooper, CEO of Oxford Economics, and industry titans in the aviation sector: Michael O'Leary (CEO, Ryanair), Lynne Embleton (CEO, Aer Lingus) and Colm Lacy (CCO, British Airways).   The event explored a range of topics, including the future of aviation, the importance of accessible tourism, the critical role of community engagement in sustainable travel and the growing importance of sporting and business events in advancing and developing vibrant destinations. Overtourism was a topic of discussion, including insights on leveraging responsible tourism to mitigate the impact on high-demand destinations. It was agreed that destinations must prioritize ways to ensure tourism benefits local communities and highlight these benefits to their residents. Furthermore, the forum explored the ways in which tourism can support residents in securing employment and accessing affordable housing. Notably, destinations have been able to learn from one another.   Don Welsh, President & CEO of Destinations International, commented: “Travel has never been more important, with sustainability and responsible tourism becoming top priorities globally. Destinations International is pleased by our growing number of European destinations joining as members and was pleased by the strong interest and outcomes of our first Global Leaders Forum.”   “Attending the Global Leaders Forum was an exceptional experience,” said Mateu Hernández, General Director of BarcelonaTurisme. “It offered the opportunity to hear from industry experts and destination leaders while giving Barcelona Tourism the chance to share our new ‘This is Barcelona’ strategy that aligns with our values and challenges as a top global urban destination.”   “I was delighted to attend the Global Leaders Forum,” said Corinne Menegaux, Director-General of the Office du Tourisme et des Congrès de Paris. “Senior executives generously sharing their thoughts and insights provided the exceptional content that made this event a great experience.”

Destinations International (DI) recently issued a report on workforce diversity in the travel industry. It explores the challenges and opportunities of better reflecting the diverse communities they represent and how smaller DMOs can start their journey towards greater inclusivity. Destinations International, which is the collective industry voice of destination organisations worldwide, explained how destinations can benefit from tailored inclusivity policies:   What inspired Destinations International (DI) to focus on inclusivity within the tourism industry, and how has your journey been so far? Destinations International’s commitment to inclusivity was inspired by a growing recognition of the need for the tourism industry to better reflect the diverse world it serves. As an industry that welcomes people from all abilities and backgrounds, tourism has a unique opportunity to create environments where everyone feels valued, respected and seen. The global events of recent years, particularly the social justice movements and heightened awareness of systemic inequities further emphasised the urgency to act. Recognising that inclusion is not just a moral imperative but also a business necessity, DI set out to create meaningful change. Our journey has been both transformative and intentional. Through the development of tools like the Social Inclusion Framework and the Social Impact Assessment Tool, we’ve sought to provide practical guidance, benchmarks, and learning opportunities for destination organisations. By collaborating with industry stakeholders, listening to community voices, and fostering accountability, we’ve established a clear path for destinations to embrace social inclusion as a core business strategy. While the journey is ongoing, we’re proud of the strides made in shifting industry mindsets from passive support to active engagement.   Can you share some successful examples of destinations that have effectively implemented inclusive practices? Cayuga County Office of Tourism (Tour Cayuga) transformed its approach to destination marketing and placemaking by developing a DEI framework for advocacy, education, and economic impact alongside a sustainable tourism development model. Recognising the significance of Auburn, NY as the chosen homeplace of Harriet Tubman, Tour Cayuga took an extensive approach to implement its DEI framework unique to the destination and its history. This process incorporated introspection, research, organisational integration, the formation of a committee, and the establishment of partnerships. Their work led to a community-centered marketing strategy and positioned Tour Cayuga as a thought leader. Tour Cayuga leads DEI workshops for regional partners and been recognised and awarded in New York and beyond. Their inclusive work has since extended into accessibility and tourism workforce development. Since 2019, Visit Palm Springs has intentionally built a cohesive and inclusive organisation. They began by redefining their workplace culture and core values, in turn shaping their strategic plan. Beginning in 2021, Visit Palm Springs sought the opportunity to embed inclusion, belonging and their core values into all aspects of the workplace. These efforts supported adoption and led to staff investments. Since 2023, the destination has implemented programs to activate inclusion. This can be seen through formalising partnerships focused on coaching, mentoring and collaboration, through developing a calendar of team-building events and through encouraging clear and frequent communication. Visit Palm Springs now is a steward for belonging. Their onboarding and youth programs engage students from underserved communities, and their staff programs promote work/life balance, inclusion training and professional development. Globally, cities like Amsterdam, Flanders and Copenhagen have incorporated principles of inclusive design into their visitor experiences, ensuring accessibility for people of all abilities. From wheelchair-accessible transportation options to sensory-friendly experiences, these destinations have set a high standard for inclusive travel.   What are the biggest challenges the tourism industry faces in becoming more inclusive, and how can they be addressed? One of the biggest challenges in advancing inclusivity within tourism is overcoming resistance to change. Many organisations are hesitant to re-evaluate long-standing practices or fear the cost implications of implementing inclusive initiatives. To address this, it’s essential to frame inclusion as a strategic business advantage rather than a compliance issue. Data-driven insights can demonstrate how authentically welcoming initiatives can lead to increased visitor satisfaction, brand loyalty and broader market appeal. Another challenge is the lack of clear standards and accountability. While many organisations support the idea of inclusion, they often lack a roadmap to achieve it. Destinations International’s Social Impact Assessment Tool offers a solution by providing a structured approach that includes practical tools and actionable steps for destinations to measure progress. Workforce diversification and retention is another persistent challenge for our industry. Addressing this requires a concerted effort to strategise and implement short-, medium-, and long-term solutions to recruit, retain, and promote talent, and was the basis for DI developing a 10-year workforce diversification and retention strategy focused on engaging youth, retaining current professionals, highlighting tourism narratives and aligning with industry partners.   How can smaller tourism businesses and destinations start their journey towards greater inclusivity? Smaller tourism businesses and destinations can start by assessing their current practices and identifying areas for improvement. Conducting a baseline inclusion audit is a practical first step. This can include reviewing marketing and website assets, examining hiring and recruitment processes, evaluating the accessibility of physical spaces, and creating a welcoming statement that authentically represents the business or destination. DI's Social Impact Assessment is a free tool for all destination members to use as part of this audit. It’s also important to start small and stay consistent. From implementing gender-neutral language on websites to offering accessibility features like captioned videos, each small step adds up. Prioritise education and ongoing learning to ensure inclusivity remains a continuous iterative process.   What role do you see technology playing in promoting inclusivity within the tourism sector? Technology plays a vital role in promoting inclusivity within tourism, offering innovative solutions to longstanding barriers. Digital platforms and mobile apps can provide real-time information on accessible routes, inclusive experiences and local cultural events, enabling travelers of all abilities and backgrounds to plan their journeys with confidence. AI-driven personalisation is another game-changer. Recommendation engines can cater to diverse traveler preferences, suggesting experiences that match unique needs and interests. For example, AI can curate content for travelers seeking sensory-friendly activities or highlight accessible venues. Additionally, technology has revolutionised language accessibility. Translation apps and AI-powered language support tools enable non-native speakers to navigate new destinations with ease. Virtual reality (VR) and augmented reality (AR) technologies provide immersive previews of destinations, allowing travelers to assess accessibility and experience a destination’s offerings before booking. To ensure technology remains an enabler of inclusivity, it’s crucial to prioritise digital accessibility. Websites, booking platforms and mobile apps should comply with accessibility standards (such as WCAG) to ensure that people with disabilities can access information and services without barriers. Destinations that invest in digital inclusivity will not only enhance the traveler experience but also position themselves as leaders in the future of tourism. Learn more

 

Celebrating the Pioneers and Innovators Driving Tourism and Economic Growth 

  Destinations International (DI), the world’s leading and most respected association representing destination organizations and convention and visitors bureaus (CVBs), is proud to join Visit Detroit in announcing the launch of an annual celebration recognizing the invaluable contributions of destination professionals worldwide. February 19, 2025, will mark the inaugural Destination Professionals Day, honoring the people and organizations that drive tourism, economic growth and community vitality.   The date holds special significance in the history of the destination organization sector. On February 19, 1896, members of the Detroit Chamber of Commerce and the Detroit Manufacturers Club came together at the Cadillac Hotel in Detroit, Michigan, to form the world’s first destination organization, the Detroit Convention and Businessman’s League. With a mission of “hustling for conventions,” this group laid the foundation for an industry that has since grown into a global driver of economic and social progress.   “February 19, 1896, was a defining moment for the travel and tourism industry,” said Don Welsh, President and CEO of Destinations International. “From that meeting in Detroit to today’s vast network of destination organizations, professionals have played a vital role in shaping thriving communities and economies around the world. Destination Professionals Day is our opportunity to celebrate their contributions and inspire future generations to join this exciting and impactful field.”   “As the birthplace of the destination organization industry, Detroit is honored to be recognized on this momentous occasion,” said Claude Molinari, CDME, President & CEO of Visit Detroit. “The legacy of those early pioneers continues to inspire us as we champion our incredible region, and as other destination organizations worldwide promote their own communities as hubs of innovation, culture and economic opportunity.”   From that first Destination Organization in 1896 to today, the industry has grown flourished. Now, there are more than 10,000 destination organizations around the world representing a broad spectrum of entities, including destination marketing organizations (DMOs), convention and visitors bureaus (CVBs), tourism boards, sports commissions and film offices. These organizations are a cornerstone of the travel and tourism industry, which employs almost 348 million people and was expected to contribute about 10% of global GDP – more than $11 trillion – to the global economy in 2024, according to the World Travel & Tourism Council.   Recognizing February 19 as Destination Professionals Day aims to raise awareness by highlighting the vital contributions of destination professionals in enriching community life and driving economic development; celebrate the achievements and recognize the hard work and dedication of destination professionals across all roles and organizations; and inspire future destination leaders by showcasing the diverse and rewarding career opportunities available in the sector to attract the next generation of professionals.   Why February 19 Matters   The selection of February 19 as Destination Professionals Day pays homage to the pioneering efforts of Detroit business leaders in 1896 and their vision of the potential for promoting their city as a destination for conventions and events. Their foresight and collaboration sparked a global movement that continues to transform destinations into ideal places to visit, live, work, play and invest.   Join Us in Celebrating the Inaugural Destination Professionals Day   Destinations International invites destination organizations, partners and community stakeholders worldwide to join in recognizing Destination Professionals Day on February 19, 2025. Share your stories, celebrate your teams, and help us shine a spotlight on the incredible work being done to make destinations thrive. More information and a toolkit is available online.

  Don Welsh, President and CEO of Destinations International, discussed the growing complexities of global tourism, such as over-tourism and responsible tourism practices. He highlighted the success of a recent global event in Dublin, which brought together destination marketing organizations (DMOs) from across the world to collaborate and exchange solutions. Welsh also talked about the inaugural Destination Professionals Day, aimed at recognizing tourism professionals and attracting new talent. Looking ahead, he outlined upcoming events, including the CEO Forum in Savannah and a large conference in Chicago, focused on innovation, education, and networking within the tourism industry.  

  In his enlightening interview at Destinations International 2024 in Tampa, Florida, Don Welsh, President and CEO, passionately discusses the evolving role of destination organizations. Emphasizing a shift towards sustainable stewardship over mere marketing, Welsh highlights the aftermath of global over-tourism and the pandemic's impact on travel. He stresses the importance of aligning tourism strategies with community values and fostering global collaboration among destination leaders. Welsh underscores the crucial role of education in showcasing tourism's broader benefits, advocating for responsible journalism to elevate public perception. His vision for inclusive growth and civic engagement resonates strongly, shaping a progressive narrative for the travel industry.  

  In a compelling interview with Destination International's Chief Inclusion Officer, Sophia Hyder Hock discusses the evolution of social inclusion within the tourism sector. Highlighting a strategic shift from Equity, Diversity, and Inclusion (EDI) to a broader framework of social inclusion, Hock emphasizes its relevance amidst global challenges. The framework, designed collaboratively with international stakeholders, addresses critical topics like accessibility, workforce diversification, and community trust. Hock underscores the human-centric approach, aiming to foster dialogue and action across diverse global landscapes, ultimately promoting economic development and cultural understanding through inclusive practices.  

  Kristin Dunne, Director of Destinations Strategy at Miles Partnership, shared valuable insights into the evolving landscape of destination marketing. Dunne emphasized the critical role of digital innovation in shaping tourism strategies amidst global shifts and emerging trends. Her perspective highlighted the importance of authenticity and personalized experiences in destination branding, aimed at engaging modern travelers effectively. With a focus on sustainability and community-driven initiatives, Dunne underscored the pivotal role of collaboration between stakeholders to foster sustainable tourism growth in the digital age.  

  At the Destinations International Conference 2024 in Tampa, Florida, Jane Cunningham, Director of European Engagement, shared her extensive two-year journey across Europe. Her mission with Destinations International involves bridging the gap between North American and European tourism sectors, emphasizing shared resources and community engagement. Highlighting challenges from small to large destinations, Jane advocates for inclusive tourism strategies that prioritize social and environmental impacts. Her efforts aim to integrate European destinations more deeply into DI's global network, offering tailored tools and membership benefits, set to launch later this year.  

  Jack Johnson, the Chief Advocacy Officer at Destinations International discussed key strategies and challenges in destination marketing. Johnson emphasized the importance of sustainable tourism practices and community engagement initiatives to foster long-term growth and resilience in the tourism industry. He highlighted innovative approaches to destination branding and the role of digital platforms in reaching diverse audiences. Johnson also addressed the impact of global events on travel trends and the evolving expectations of travelers in a post-pandemic world.