In 2019, we began urging destination organizations to become a community shared value, our cornerstone. We also gave them the tools they need to start adopting this new way of thinking into how they talk about themselves through our Tourism Lexicon.

As part of this community-focused approach to destination stewardship, Destinations International introduced an updated version of The New Tourism Lexicon later in 2019, which increased the number of words destination professionals could use to communicate their mission, vision and values to their number one customer – the resident. The 20 words above have been talked about during keynote sessions at our events, breakout sessions, CDME courses and presentations to members.

Undoubtedly, the Tourism Lexicon is something Destinations International will continue to refine, year after year, with every subtle shift of how the political landscape speaks towards a common and better good.

Many of you have committed to being a destination steward and have adapted the Tourism Lexicon into your organization’s communications. It has been a delight seeing the Tourism Lexicon printed out and taped on your walls, used in staff meetings, leadership retreats and team exercises.

In the end, you are not simply teaching your team how to use 20 words in their day-to-day communications, you are instilling pride in being a community shared value. We have had in-depth conversations with many destinations that have activated the Tourism Lexicon through our “Living the Lexicon” series. Please feel free to browse the stories here. 

More recently at the 2019 Advocacy Summit in Madison, WI, our team shared case studies on Destinations International and how we have adapted the words into our communications. We have been pivoting from just speaking the Tourism Lexicon words to believing in the values – a valuable experience to guide us in 2020. You may view the video here. 

About Andreas Weissenborn:

Introduced to the world of destination organizations by a random internship application to Visit Baltimore (then known as Baltimore Area Convention & Visitors Association), Andreas Weissenborn began an unexpected career into hospitality that left him with a continued passion towards the tourism industry.

Weissenborn spent just short of 11 years with Visit Baltimore helping with its Research, Technology, and Information Systems across the organization. In 2017, he joined the Association on behalf of a Destinations International Foundation initiative to be a dedicated research source for Destinations International.