Embark on a captivating journey into the rich Taíno heritage of Puerto Rico in our enlightening three-hour workshop, "Roots Reclaimed." This session is dedicated to uncovering the profound impact of the Taíno culture, from its historical roots to its lively presence in modern Puerto Rican life. Dive deep into the legacy of Taíno petroglyphs, artifacts, and ceremonial sites, with this edition focusing on the enchanting Cueva del Indio in Las Piedras. Participants will gain valuable insights into how Discover Puerto Rico actively promotes and integrates Taíno history, arts, and culture into tourism promotion and destination branding. This approach enriches the visitor experience and respects and preserves a crucial element of Puerto Rican identity. Through expert-led discussions and interactive learning, discover strategies that showcase the authentic and sustainable incorporation of indigenous heritage into Puerto Rico's tourism narrative. Join us to explore how tourism can serve as a powerful tool for cultural preservation and appreciation, ensuring that the legacy of the Taíno people continues to inspire and educate both locals and visitors alike.

*Additional registration is required.

Immerse yourself in the lush beauty of Puerto Rico's landscapes while learning how to develop sustainable tourism attractions that honor cultural and environmental preservation. This unique workshop, hosted at the Carabalí Rainforest Adventure Park, offers participants a firsthand experience of integrating eco-friendly practices with cultural and historical awareness in tourism development.

The session will kick off with a comprehensive introduction to the principles of eco-cultural tourism, focusing on the importance of maintaining ecological integrity and celebrating cultural heritage through tourism. Experts will discuss methods for creating attractions that both educate and engage tourists without compromising the natural or cultural environment. Following the discussion, participants will embark on a two-hour horseback ride alongside the serene Mameyes River, a prime example of eco-tourism done right. This immersive experience includes a half-hour break for swimming and refreshments, allowing participants to personally connect with the environment they're learning to protect and promote. Before setting off, attendees will receive a brief horseback riding lesson covering all necessary safety rules and regulations. The Park’s experienced staff will carefully select horses for participants based on weight, height, and riding experience to ensure a safe and enjoyable journey for all. This workshop is perfect for tourism professionals, environmentalists, cultural preservationists, and anyone interested in how tourism can be leveraged as a force for good in community and environmental development. Join us to discover how your next tourism project can contribute positively to environmental conservation and cultural preservation.

*Additional registration is required.

Kick off the Destinations International 2024 Advocacy Summit with us! This opening session is more than a welcome - it is your gateway to the most comprehensive exploration of advocacy, community relations, and stewardship within our industry. During the Summit you will discover the latest trends, strategies, and insights as we chart a course through the evolving landscape of destination advocacy, and it all starts here.

Jack Johnson

Chief Advocacy Officer

Destinations International

Julie Gilbert, CDME

President & CEO

Destination Door County

DI Advocacy Committee Co-Chair

Gerardo (Gary) Sanchez, Sr.

Director of Community Impact, Equity, Public Affairs

Visit Dallas

DI Advocacy Committee Co-Chair

 

 

Join us as we delve into Puerto Rico's dynamic political scene, especially in the context of the pivotal November 2024 election. This session will highlight the unique challenges and opportunities facing the island, straddling its dual identity as both an American commonwealth and a Caribbean state. We will explore the distinctive political and cultural characteristics that shape the island’s governance, alongside universal elements found in robust electoral processes worldwide. Engage with experts and gain insights into how these factors converge in Puerto Rico's fascinating political landscape.

In 2019, Destinations International proposed that the tourism industry, and destination organizations in particular, should be recognized as a "community shared value." The era of focusing solely on the number of visitors or “heads in beds” is now over. It is imperative that investment in tourism promotion is not regarded as a secondary priority or a luxury to be reserved for times of surplus. Travel and tourism are essential to a community's survival, on par with education, healthcare, emergency response, and utilities. For tourism to flourish as a common good, it must be regarded as a valuable and indispensable component of the local way of life by all members of the community. Destination branding and promotion are not just important—they are fundamental. And we are not just marketers; we are stewards of our communities. This presentation will take the concept of community shared value to its natural and essential conclusion—a vision where we as destination stewards are fully known, deeply valued, and truly empowered.

Jack Johnson

Chief Advocacy Officer

Destinations International

 

 

 

 

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

The global economy has lurched from one shock to the next as two brutal wars, stubborn inflation and high borrowing costs pockmark the post-pandemic recovery. This year, we have added a new source of turbulence to this polycrisis era - a jam-packed election calendar through 2024. By the end of the year, from Taiwan in January to the United States in November, we will have seen more than 40 national elections. Eight of the world's ten most populous countries-Bangladesh, Brazil, India, Indonesia, Mexico, Pakistan, Russia, and the United States-are on that list, with two other major countries-France and the United Kingdom-added during the year as surprise snap elections were called. This session will look at the trends that have developed through all of these elections and how they affect the political landscape and impact your efforts.  We will also take a deep dive into what to expect from the U.S. elections, which will be held just two weeks after this Summit.  Finally, we will take a look at what is coming up in 2025, including one of the most important events - Canada's national election.

Jack Johnson

Chief Advocacy Officer

Destinations International

 

 

 

 

Brand reputation is everything, but have you ever wondered why certain societal issues seem to stick to your destination's brand like glue, while others barely leave a mark? We'll explore new data that reveals why some societal issues, whether positive or negative, can impact their attractiveness as a destination. You'll learn about the unseen psychological and cultural triggers that cause certain issues to resonate more strongly with planners, and why others fade into the background. In this session, we'll peel back the layers of groundbreaking research that reveals the subtle, often overlooked factors that influence the decisions of event and meeting planners and, potentially, leisure visitors.

This session features research and content made possible through the underwriting support of the Destinations International Foundation.

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

At the 2024 DI Advocacy Summit, we introduced the concept that the work of destination organizations is a catalyst for community vitality. We released the Community Vitality Wheel infographic that visualizes how this happens, and we introduced the blue ribbon team (Tourism Economics. Longwoods International, Clarity of Place, and MMGY NextFactor) we commissioned to prove the concept and produce a report. Earlier this year in February, we released the groundbreaking report "Destination Promotion: A Catalyst for Community Vitality, showing that destination promotion can enrich the quality of life for residents, help attract and retain talent, foster culture and community, support public services, and grow the overall economy. This session will provide two key sets of insights. The first will come from the research and analysis team and their exploration of how destinations are expanding their community impact. The second will come from real-world examples of how destination organizations featured in the report are developing these channels in their communities. Participants will leave this interactive session with practical recommendations and best practices for implementation that will increase the impact and profile of your destination organization.

This session features research and content made possible through the underwriting support of the Destinations International Foundation.

Adam Sacks

President

Tourism Economics 

Yolanda Gonzalez

National Sales Director

Discover Puerto Rico

Catherine Callary, CDME

Vice President, Destination Development

Ottawa Tourism 

Annette M. Rummel, Ph. D., CDME

CEO-Travel Trailblazer

Great Lakes Bay Regional CVB

 

DI has established that destination organizations are essential catalysts for community vitality, leveraging the power of travel to meet community goals. These organizations are vital, embodying a community-shared value that is crucial for sustainability. This recognition underpins the Destination Effect Awareness Campaign, which aims to tell the world about what a destination organization is, how it does what it does, and why its work is essential, necessary, and very important. Join this session to engage with the campaign and become part of a movement that celebrates the transformative power of destination promotion. We will provide an update on the campaign's progress, including a detailed look at the public-facing website that forms the campaign’s core. This campaign not only moves beyond traditional metrics like visitor counts and lodging tax revenues but also highlights how destination promotion can enrich the quality of life for residents, help attract and retain talent, foster culture and community, support public services, and grow the overall economy. We will present a compelling argument demonstrating that the concepts of visit, live, work, play, and invest are all related goals and measurements, integral to the overarching success of destination organizations. This session will also offer insights on how you can contribute your own stories to this narrative. Join us to redefine the value of destination promotion and its critical role in building vibrant, sustainable communities.

This session features research and content made possible through the underwriting support of the Destinations International Foundation.

Jack Johnson

Chief Advocacy Officer

Destinations International

Kyle Huff

Director of Growth Marketing

Tempest

 

 

 

In 2022, DI argued that our internal measurements, while valuable to us, do not tell the community what a destination organization is, what it does and how well it does it. In 2023, Destinations International released an industry brief, A Destination Promotion Community Index, which outlined our research and conclusions on why typical industry KPIs are not effective measurements to describe us.  This session continues the work of our DI and Zartico team collaboration, which included research, focus groups and meetings with industry leaders to explore the multifaceted responsibilities of destination organizations, their effectiveness and their impact on community well-being. In this session, we will continue our introduction of indices that integrate emotional resonance with logical KPIs to provide a more comprehensive framework for evaluation. Review the destination personas released last July and discover the new personas released at the Advocacy Summit for measuring destination impact as described in the groundbreaking industry brief Destination Promotion: A Catalyst for Community Vitality, that emphasize storytelling and emotionally resonant metrics, and gain valuable insight into how these new indicators can better reflect the success of destination organizations and improve community well-being.

This session features research and content made possible through the underwriting support of the Destinations International Foundation.

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

Bill Geist, Chief Instigator of DMOproz (aka Zeitgeist Consulting) and a recognized expert on strategic planning, governance, destination development and legislative issues for destination organizations, also hosts the highly popular destination organization industry podcast, DMOU (Destination Marketing Organization University). Drawing from his extensive library of podcast episodes interviewing the who's who of the industry, Bill offers a selection of innovative and actionable ideas and easy-to-implement strategies to ignite your advocacy efforts. Whether your budget is substantial or non-existent, these strategies are designed to energize your thinking, inspire fresh perspectives, and lead to bigger and better results in your efforts.

Bill Geist

Chief Instigator

DMOproz

 

 

 

 

Step into the forefront of industry knowledge with an exclusive first look at the 2024 Canada & U.S. Resident Sentiment Towards Tourism Study key findings and insights,  presented by Longwoods International for Destinations International. This session is a unique opportunity to access comprehensive data and analysis months before the full report is released in early 2025. The extensive research captures a wide range of demographics, offering fresh perspectives and actionable insights into how residents perceive tourism’s role in their communities. This year's study is meticulously crafted to showcase evolving public sentiments, priorities, and expectations—providing you with the critical tools needed to shape policies, tailor communications, and enhance community engagement effectively. Join us to explore these essential KPI’s for every destination and apply these actionable insights to your strategic initiatives.

This session features research and content made possible through the underwriting support of the Destinations International Foundation.

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

Words are uniquely the most powerful force available to mankind. Words have energy. And the words we choose can either bridge understanding or create barriers. Join us for a fascinating session that explores the power of language in shaping public perception, understanding, and connection, focusing on the annual release of the Lexicons of Australia, Canada, the United Kingdom, and the United States. These lexicons are created by analyzing the common words and phrases used by elected officials when discussing public goods or the shared values of a community. By uncovering the language that resonates with people, this session aims to improve advocacy communication strategies. New this year is the addition of the Tourism Lexicon Field Guide to help you implement not only the words of the Lexicon, but also the principles behind them.

This session features research and content made possible through the underwriting support of the Destinations International Foundation.

Join us for an insightful session exploring the evolving role of visitor centers beyond their traditional purpose. This session will delve into how visitor centers can transform into dynamic community hubs, fostering local engagement, cultural exchange, and economic growth. We'll discuss innovative strategies to repurpose these spaces to serve not only tourists but also local residents, offering educational programs, community events, and collaborative initiatives.

Cynthia Eichler, CDME

President & CEO

Visit Fort Collins

 

 

 

 

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

How Owned Media Can Build An Army of Advocates

As the marketing world continues to change, there's an emerging opportunity for destinations to kill two birds with one stone. By creating owned media assets like podcasts, youtube series, streaming series and other owned assets, destinations can strengthen their relationships with stakeholders while building long-term sustainable audiences. Adam Stoker will walk you through the process of planning and executing this strategy and strengthening your destination for the future. 

• Adam Stoker, President & CEO, Relic

Unlocking Meeting Sales Success: Insights from the “Top 250” Report

This session will delve into how DMOs can leverage insights found in the newly released “Top 250” report to better understand and prioritize meaningful meetings within their destinations. We will cover key insights into the meeting industry’s alignment with stakeholders, how citywide events impact a community economically, and how you can leverage data from the “Top 250” report to tell a meaningful story of your destination’s meeting sales. Gain practical takeaways on advocating for your DMO’s meeting sales and adapting to the ever-evolving meetings industry.

• Vail Ross, Managing Director, 2Synergize

Crafting a Soulful Destination: How Storytelling Shines a Light on Equity and Inclusion

Discover how destinations can harness the power of digital storytelling to showcase the vibrant individuals, events, and businesses that define its unique character. Explore how a captivating podcast series, website design, and print guide help amplify diverse voices and foster community engagement.

• Tori DeMarco, Senior Account Manager, Tempest
• Rickey Thigpen, President & CEO, Visit Jackson

What the Locals Can Teach Us About Hidden Gems in Tourism Experiences

In an age where travelers crave authentic experiences and genuine connections with local cultures, uncovering hidden gems often requires insights from those who live and breathe the destination. Join us for a dynamic session exploring how Michigan is redefining tourism by spotlighting its unique local entrepreneurs through the innovative "Made in Michigan" video series. Join us and find out how Michigan's approach to showcasing local talent can inspire new ways to enhance tourism experiences and create authentic connections between travelers and the places they visit.

• Carol Johnson, Senior Principal Client Partner, Tripadvisor

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

The relationship between detination organizations and vacation rental stakeholders plays a pivotal role in shaping the overall visitor experience and improving resident sentiment towards tourism. This presentation explores innovative and collaborative strategies that can empower your organization to enhance visitor experiences, cultivate stronger ties with vacation rental partners, and create positive community relationships, particularly in resort or seasonal destinations. This session includes concrete examples of building and leveraging relationships with cities, counties, and platforms to communicate with your short-term rental stakeholders; educating short-term rental hosts and empowering them to provide exceptional visitor stays has a win-win-win effect for their bottom line, the overall destination brand, and neighborhood and community relations; working with short-term rental platforms for marketing promotions and other partnerships; embracing responsible practices for long-term success including being part of the sustainable tourism solution. This engaging presentation will include real-world examples and Q&A to equip DMOs with actionable insights to foster collaborative partnerships with vacation rental stakeholders.  

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee member

 

 

 

 

David Peacock is a Senior Advisor to Simpleview's Future Tourism Group. He is also the host of The Future of Tourism Podcast, a highly popular industry podcast that features a series of candid conversations with industry leaders, luminaries and visionaries about the challenges and opportunities facing the travel and tourism industry today. Drawing from his library of podcast episodes, David offers a selection of innovative and actionable ideas from destinations around the world. Whether your budget is substantial or non-existent, these examples are designed to energize your thinking, inspire fresh perspectives and lead to bigger and better results in your efforts.

Explore the forefront of sustainable destination management with the latest updates on the Leave No Destination Behind stewardship roadmap, spearheaded by Destinations International and the Advocacy Sustainability Sub-Committee and facilitated by one of our leading stewardship partners, Destination Think. This session will unpack the recent progress and results of this important initiative, highlighting strategic efforts and key partnerships that are advancing sustainable practices across our membership. Discover how this global collaboration of destination leaders exemplifies a "show, don't tell" approach that sets a unified direction for the industry. Gain insights from various destinations that have implemented their stewardship plans, complete with practical steps and tools. Join us to learn how these recent developments can empower your destination organization to more effectively advance its sustainability journey.

Join us for an exclusive glimpse into the future of Destinations International as we present the latest advances and upcoming initiatives from the DI Advocacy & Research team. This session will recap the groundbreaking work published over the past year and, more importantly, provide a sneak peek at what's planned for the next 12 months leading up to the 2025 Advocacy Summit. Powered by the insights and collaborative efforts of the DI Advocacy Committee, we'll explore the new strategies, tools and research that will redefine destination advocacy and empower our community. Discover the innovations that will shape the future of tourism and learn how these developments can elevate your organization in an evolving world.

This session features research and content made possible through the underwriting support of the Destinations International Foundation.

Jack Johnson

Chief Advocacy Officer

Destinations International

Andreas Weissenborn

VP, Research & Advocacy

Destinations International

Alyssa Poulin

Director of Content Development

Destinations International

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee Member

 

Known as the New York Sherpa, Josiah Brown is the brain and the passion behind New York’s Best Experiences®. He is the President/CEO of Famous Destination Marketing™, a rural destination expert and frequent speaker in the tourism industry. He is also a past chair of the New York State Tourism Industry Association (NYSTIA) and an avid champion of the concept of destination organizations being a "community shared value." Josiah will serve as your guide through the 2024 Advocacy Summit journey offering his insights and ideas along the way.

Josiah Brown

National Advocacy Liaison

New York State Tourism Industry Association

DI Advocacy Committee Member