DMAI Reveals New Name and Brand During 2017 CEO Summit


Destinations International to Become Official Organization Name at Annual Convention in Montreal; Richard St. Pierre, President of C2 Montreal to Deliver Keynote on July 12; Registration Opens Friday, March 24

Destination Marketing Association International (DMAI) Chairman Gary C. Sherwin, CDME and President and CEO of Visit Newport Beach, Inc. and President and CEO Don Welsh today announced that DMAI will become Destinations International effective July 2017 during its Annual Convention in Montreal.  Registration for the 2017 Annual Convention opens Friday, March 24. The announcement was made during the 2017 CEO Summit at The Westin Nashville where a record 182 guests were in attendance.  

Through collaboration with Miles Partnership, feedback gathered from stakeholder interviews, paired with extensive analysis of key operational facets of the Association contributed to the eight-month rebrand review. 

“This collaborative process, and ultimately our new brand, reflect the broader dimension of our organization,” said Sherwin.  “We are fundamentally changing the way in which we operate, and that begins with consistent engagement with our members.”

Throughout 2016, DMAI reviewed past and current initiatives with the goal to build a new framework for the organization in 2017 and beyond. During this time, the team collectively established a new Vision, Mission and Value Proposition and subsequently the Business Plan for 2017. 


Our members are essential to the success of destinations worldwide.


We empower our members so that their destinations excel.


We inform, connect, inspire and educate our members to drive destination economic impact, job creation, community sustainability and quality of life through travel.

“We realize we are a trade organization, not a marketing organization.  Our members are the marketers.  This is exactly why we felt the need to rebrand the organization,” said Welsh.  “Our efforts go far beyond a sharp new logo and a new name. Together with our members and partners, Destinations International represents a powerful forward-thinking, collaborative association; exchanging bold ideas, connecting innovative people, and excelling tourism to its highest potential.”

The following strategic goals remain relevant to what members want, need and are willing to support and will direct all DMAI initiatives: 

Industry Advocacy Leadership: Become the recognized advocate for the DMO industry. 

International Impact: Expand DMAI’s international footprint to grow membership, non-dues revenue and global impact. 

Strategic Partnerships: Transform DMAI’s partnership business model to create beneficial solutions for DMOs, partners and DMAI. 

Next-Generation Professional Development: Become the premier source for destination marketing and management education and professional development

The organization’s strategic goals align with four pillars which have been developed as key focus areas for the team: Community, Advocacy, Research, and Education.  Some key 2017 initiatives that will support each pillar include:

Community - Destinations International is connection central. Members are connected through knowledge sharing. Critically important and renewed projects include: 30 Under 30, the Apprenticeship Program and a completely redesigned website. 

Advocacy - Destinations International is the collective voice of DMOs empowering destinations on issues big and small.  An Advocacy Toolbox, available on the new website will feature templates, case studies, policy briefs and more.

Research - What’s next for destination management. Forward focus and relevant data. A new online library will feature relevant research, new and enhanced destination tools, including the DestinationNEXT Futures Study.

Education – Destinations International is the definitive resource for professional development and destination management.  The roster of member Summits will be expanded with three new Summits, including: Advocacy/Research, Board Governance, and Convention Services. 

Registration for the 2017 Annual Convention opens Friday, March 24.  As the premier event for destination marketing and management professionals, DMAI's 2017 Annual Convention provides a unique opportunity for professionals to connect with and learn from peers and thought leaders from inside and outside the industry.  

All programming for the convention will be held at Palais Des Congress de Montreal, located at the north end of Old Montreal in Montreal's borough of Ville-Marie.  In 2017, DMAI will continue the promise to educate, inspire and create while in Montreal, Canada, as they celebrate their 375th anniversary of this historic city.

Richard St. Pierre, President of C2 Montreal will deliver the keynote on July 12, the first day of the Annual Convention.  C2, considered by many to be the next SXSW in Canada, is a “global convener” voted the most innovative meeting of North America for two consecutive years.  

In 2017 and beyond, DMAI will continue to provide its members with research, networking opportunities, professional and organizational development, and certification programs, all keeping both individuals and organizations at the front of the industry curve.  

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