Are you new to the world of destination advocacy? Join us for an informal and engaging session designed especially for destination professionals who want to build their understanding of advocacy and connect with experienced leaders in the field.

This is a great opportunity to:

• Meet and network with members of the Advocacy Committee who are shaping important conversations in our industry
• Learn firsthand about the committee’s work, its impact, and how advocacy strengthens the role of destination organizations
• Ask questions and share ideas in a welcoming setting designed to help you feel confident as you begin or grow your advocacy journey

Adapting to a new era of advocacy for both Destinations International and the broader sector. One that demands stronger collaboration, deeper community engagement and a clearer demonstration of the value of destination organizations. This is a conversation about where we go next, how we can better support one another, and what it will take to ensure that advocacy efforts truly reflect the needs and priorities of those we serve.

Andreas Weissenborn

Vice President of Research & Advocacy

Destinations International

 

 

 

 

This keynote will change the way you think about your destination—and the people you’re trying to inspire.

David Allison, the world’s leading authority on human values and the author of two best-selling books, will share brand-new data from across the United States and Canada that reveals What Matters Most to people—regardless of where they sit on the issues that divide us. Not where we live, what we look like, or how we vote, but the values that shape our daily decisions and beliefs. And those values, it turns out, offer a surprisingly unified story about who we are and what brings us together.

Built specifically for professionals responsible for advocating for their destination to elected officials, community partners, and international audiences, this keynote delivers a practical framework for telling a values-driven story—one that builds trust, fosters belonging, and resonates across political and cultural divides.

Key Takeaways:

• Discover What Matters Most to residents and stakeholders in the U.S. and Canada today—and how to use that insight to align messaging and unify your community.
• Learn how to use values-based storytelling to welcome international visitors and navigate politically sensitive conversations with confidence.
• Walk away with practical tools to build destination narratives rooted in shared values—not demographics—that work for everyone, everywhere.

You’ll leave with a fresh approach to destination branding, public messaging, and stakeholder alignment—using what we now know about What Matters Most to the people you need to inspire. Because when you know what people value, you know how to welcome them. And when you lead with values, the rest falls into place.

Destination Strategy in Action: Leveraging the DestinationNEXT Scenario Model & Assessment Tool

In a rapidly evolving tourism and business events landscape, destination leaders must make strategic decisions backed by data and community insight. The DestinationNEXT Scenario Model and Assessment Tool offers a proven framework for evaluating your destination’s strengths, identifying opportunities, and aligning stakeholders around a shared vision. This diagnostic approach is built on a comprehensive stakeholder survey measuring destination strength and community engagement across 24 critical variables. Results are then mapped into the Scenario Model, revealing the most strategic pathways forward. With more than 350 detailed assessments completed worldwide, this tool has been recognized as one of the most significant developments in destination management in recent years.

• Cassandra McAuley, CDME, Managing Director, MMGY NEXTFactor

The Strategic DMO: A New Playbook for Advocacy and Influence

In today's challenging and politically charged environment, it’s not enough to be a great destination marketer; DMO leaders must also be competent strategists. This session explores effective advocacy strategies and tactics for your organization and the local tourism economy, drawing on the timeless, and sometimes controversial, principles of strategy and human nature from authors like Robert Greene. We will deconstruct these powerful concepts and translate them into a practical playbook for the modern DMO. You will learn to better navigate local politics, protect your funding, and build effective communication strategies by understanding the deeper currents of influence that shape every decision in your destination. This is not about theory; it's about providing a new arsenal of tools to win the battles that matter most.

• Matt Clement, CDME, Managing Partner, Madden Media

This session will focus on a single advocacy tactic that has proven effective for a destination organization. Through a brief presentation modeled after a TED-style talk, participants will learn how the tactic was developed, implemented, and measured for success. The discussion will allow attendees to explore how similar approaches can be adapted for their own destinations.

This session will examine a specific issue currently affecting destination organizations. A concise case study presentation will provide context, key learnings and outcomes, followed by an open discussion with participants. The goal is to share strategies, understand potential challenges, and consider how destination organizations can respond to similar situations through effective advocacy.

This session will provide examples of how a destination organization successfully secured or protected funding. A focused case study presentation will outline the approach, the stakeholders involved, and the results achieved. Participants will have the opportunity to discuss how these strategies might be applied or adapted to strengthen funding models within their own destinations.

Advocacy isn’t just about showing up when a crisis hits — it’s about being prepared before it happens. In this tactical session, you’ll get an exclusive first look at our draft Advocacy Plan outline and proprietary toolkit, designed specifically for destination organizations. We’ll walk through the structure, including the tourism-specific situation analysis, stakeholder mapping, and policy priority setting. As part of the process, you’ll also help shape the final release by identifying gaps, clarifying language, and suggesting refinements. You’ll leave with the framework to act strategically now — and the satisfaction of knowing your insights will influence a resource used across the industry.

Jack Johnson

Chief Advocacy Officer

Destinations International

 

 

 

 

This session will examine a specific issue currently affecting destination organizations. A concise case study presentation will provide context, key learnings, and outcomes, followed by an open discussion with participants. The goal is to share strategies, understand potential challenges, and consider how destination organizations can respond to similar situations through effective advocacy.

This session will provide examples of how a destination organization successfully secured or protected funding. A focused case study presentation will outline the approach, the stakeholders involved, and the results achieved. Participants will have the opportunity to discuss how these strategies might be applied or adapted to strengthen funding models within their own destinations.

For too long, success in tourism has been defined by surpassing last year’s totals—more visitors, higher economic impact, more jobs supported, more tax revenue generated. But when those metrics ignore a community’s current capacity, they can lead to unintended consequences: overtaxed public safety, strained infrastructure, depleted resources, and resident frustration. This session challenges destinations to rethink goal setting by starting with capacity-based targets—anchored in real limits such as lodging inventory, emergency services, transportation networks, and environmental resilience—while also identifying strategic capacity-building opportunities that can unlock future growth. We’ll explore how adding hotel rooms, upgrading facilities, enhancing public safety, and developing scalable events like conventions, trade shows, and major entertainment or sporting events can allow destinations to grow responsibly. grounded in the Community Shared Value concept, this approach ensures tourism goals are realistic today while paving the way for stronger, more balanced growth tomorrow—protecting resources, enhancing visitor experiences, and building lasting community support.

Jack Johnson

Chief Advocacy Officer

Destinations International

 

 

 

 

Join Amir Eylon, President & CEO of Longwoods International, as he presents the much-anticipated "early release" of the 2025 Canada and United States Resident Sentiment Towards Tourism Study. Attendees will gain access to key findings, insights, and detailed analysis ahead of the full report release. The study offers a comprehensive review of resident perspectives on tourism’s economic, social, and community impacts, highlighting shifts in public perception and emerging trends across demographics. The actionable insights shared will help destination organizations make informed policy decisions, refine community engagement strategies, and strengthen advocacy efforts by aligning messaging with resident priorities and expectations. This data serves as a critical benchmark for evaluating the role of tourism in community well-being and long-term viability.

Amir Eylon

President & CEO

Longwoods International

 

 

 

 

Highlighting key advocacy-related findings from the 2025 DestinationNEXT Futures Study, released earlier this summer. Through the lens of original research and expert analysis, we will examine how shifting stakeholder expectations, political dynamics, and community priorities are influencing advocacy strategies for destination organizations.

Cassandra McAuley, CDME

Managing Director

MMGY NEXTFactor Enterprises, Inc.

 

 

 

 

Explore a real-world advocacy campaign led by a large-budget destination organization. Through a focused case study and facilitated discussion, participants will gain insight into campaign strategy, stakeholder engagement, and measurable outcomes. The session will highlight lessons learned and offer practical takeaways for destination professionals navigating advocacy at scale.

Explore a real-world advocacy campaign led by a small-budget destination organization. Through a focused case study and facilitated discussion, participants will gain insight into campaign strategy, stakeholder engagement, and measurable outcomes. The session will highlight lessons learned and offer practical takeaways for destination professionals navigating advocacy at scale.

Explore a real-world advocacy campaign led by a Midsize-budget destination organization. Through a focused case study and facilitated discussion, participants will gain insight into campaign strategy, stakeholder engagement, and measurable outcomes. The session will highlight lessons learned and offer practical takeaways for destination professionals navigating advocacy at scale.

Effective advocacy requires clear benchmarks for success. This session will explore the key performance indicators and metrics that destination organizations can use to measure the impact of their advocacy work. From tracking stakeholder engagement to evaluating policy outcomes, participants will gain practical guidance on how to define success, communicate results, and align metrics with organizational goals.

Board members play a critical role in supporting and advancing advocacy efforts. This session will provide destination professionals with strategies to educate, align, and activate board leadership in support of advocacy goals. Topics will include building trust, clarifying roles, and equipping board members with the tools they need to speak confidently on behalf of the organization.

The ability to deliver a clear and compelling message is central to successful advocacy. This session will focus on building confidence and effectiveness in public speaking for destination professionals. Participants will learn best practices for preparing remarks, adapting messaging to different audiences, and delivering persuasive presentations that inspire action and build support.

In this candid panel discussion, experienced leaders will share personal stories of advocacy efforts that did not go as planned and the valuable lessons learned along the way. From missed opportunities to unintended consequences, panelists will reflect on how these moments shaped their approach, strengthened their teams, and informed future strategies.

This session will build on the insights from the Destination Reputation Research by examining how advertising and promotion can shape public perception and address reputational challenges facing destinations. Grounded in new qualitative research with travelers from both the United States and Canada, the study explores which styles of messaging, creative elements, and campaign strategies are most effective in influencing destination consideration and rebuilding trust. The discussion will highlight how targeted advertising can help counter negative narratives and strengthen a destination’s brand identity amid complex political and social dynamics.

Erin Francis-Cummings

President & CEO

Future Partners

 

 

 

 

As we wrap up this year’s Advocacy Summit, we’re already setting our sights on the road ahead. Join us for a sneak peek at what’s in store for next year’s gathering — from the critical policy priorities we’ll be tracking to the voices and perspectives we plan to elevate. This closing session will connect the momentum we’ve built here to the work that lies ahead, ensuring you leave energized, informed, and ready to continue the conversation back home. We’ll share the location, dates, and key themes for next year’s Advocacy Summit, along with ideas on how you can stay engaged year-round. Until we meet again, let’s commit to advancing our collective voice for the travel and tourism industry.

Andreas Weissenborn

Vice President of Research & Advocacy

Destinations International