2026-2027 Content Themes for Destination Organizations
Destinations International (DI)’s content themes identify the most important issues facing destination organizations today. Updated every two years, these five themes guide all our work, from events and research to advocacy, professional development and product development.
What they are:
Each theme represents a high-impact focus area that destination organizations must address to stay relevant and resilient.
Why they matter:
These themes help our members:
- Prioritize what matters most
- Navigate rapid change and disruption
- Make smarter decisions backed by research and peer insight
- Access targeted tools, training and support
How they’re used:
We use these themes to shape everything we create and curate, including blog posts, webinars, playbooks, case studies, virtual learnings and event content. Members use them to find relevant resources, align internal strategies and share their own successes with peers.
No matter your size, budget or location, these themes provide a shared framework for growth, and a clear way to engage with the global DI community.
Advocacy and Influence
Resilience and Readiness
Placemaking and Community Alignment
Innovation and Storytelling
Organizational Excellence
Submit Your Own Content
Does your organization participate in an innovative initiative that you want to share with the DI membership? Take advantage of this opportunity to submit your thought leadership to be featured on the Destinations International website! Your ideas will help our membership to exchange bold ideas, connect innovative people and elevate tourism to its highest potential.
Advocacy and Influence
Goal: Equip destination organization professionals to engage with political and community stakeholders to build support and secure funding.
Guiding Questions:
- How can destination organizations effectively communicate their value to policymakers and residents?
- What innovative funding models are helping destinations diversify revenue streams?
- How can destination organizations prepare boards, staff and partners to act as advocates?
- What lessons can be learned from destinations that have secured sustainable funding or influenced policy?
- How can advocacy be embedded into daily operations, not just during moments of crisis?
Resilience and Readiness
Goal: Improve the ability of destination organizations to prepare for and adapt to financial, political, social and environmental disruptions.
Guiding Questions:
- What types of disruptions are most likely to impact destinations, and how can they prepare?
- How can destinations build resilience into financial planning and budgeting?
- What strategies have helped destination organizations recover from crises?
- How can teams build internal capacity and readiness during stable periods?
- What role do cross-sector partnerships play in destination readiness?
Placemaking and Community Alignment
Goal: Foster destination partnerships, placemaking and stewardship to align visitor experiences with resident priorities.
Guiding Questions:
- How can destinations balance visitor needs with resident well-being?
- What strategies help destination organizations measure and respond to resident sentiment?
- How are destinations using placemaking to improve local experiences and visitor appeal?
- What models support collaboration with local planning bodies, cultural institutions and local businesses?
- How can events and conventions contribute to placemaking and long-term community value?
Innovation and Storytelling
Goal: Help destination organization professionals advance the use of technology, data, marketing and authentic storytelling to connect locally and globally.
Guiding Questions:
- How can destination organizations use AI and emerging technologies responsibly and effectively?
- What role does storytelling play in building trust and destination authenticity?
- How can data improve personalization and engagement?
- What new platforms or approaches are shaping destination marketing and communication?
- How can audience insights and market research expand reach and relevance?
Organizational Excellence
Goal: Equip destination organization professionals with clear standards, effective operations and leadership pathways that strengthen performance today and build the next generation of leaders for tomorrow.
Guiding Questions:
- What foundational practices should every destination organization master to be effective?
- How can governance and board alignment strengthen impact?
- What leadership skills are most critical for mid-career and emerging professionals?
- How can organizations balance daily operations with long-term strategy?
- How can standards improve efficiency, credibility and sustainability across destinations?