At Destinations International, advocacy has always been a cornerstone of our work—and today, it’s more important than ever. Through Advocacy & Action, we are evolving the way we define, practice and support advocacy across our industry.

This refreshed strategic initiative centers advocacy as a leadership competency and community catalyst. Grounded in a clear framework and real-world tools, it equips destination organizations with the strategy, structure and support needed to lead with purpose, act with confidence and drive meaningful change.

Explore the roadmap, framework and upcoming resources designed to help you strengthen stakeholder relationships, navigate policy dynamics and elevate the essential role your organization plays in community well-being.

Download Advocacy & Action Roadmap

Destinations International defines advocacy as “the intentional practice of positioning destination organizations as essential leaders in advancing community vitality and growth.”

Destination advocates are leaders in destination promotion who strengthen competitiveness, foster community trust and highlight the essential value of a community’s brand and place. This is why advocacy extends far beyond lobbying; it is expressed through leadership, accountability and impact that affirm the indispensable role of destination development and promotion.

Specifically, advocacy efforts have the capacity to: 

• Demonstrate Value | Clearly articulate the economic, social, environmental and cultural contributions of destination development and promotion to governments, stakeholders and residents.
• Strengthen Trust | Serve as accountable stewards of public resources and guardians of community reputation.
• Shape Narratives | Align the destination promotion story with community priorities, quality of life and shared prosperity.
• Mobilize Leadership | Equip decision-makers to navigate funding challenges, crises and political environments while building durable stakeholder coalitions.
• Achieve Impact | Translate data, insights and community priorities into tangible outcomes that reinforce destination promotion as a necessary and beneficial public good