In 2023, a values-based approach represents a pivotal convergence of emotion and logic. It's an acknowledgment that in the realm of politics, where decisions shape industries and communities, the power of language is unparalleled. Learning to employ words that not only inform but also stir emotions will help resonate destination promotion for greater impact. These carefully chosen words, steeped in emotional resonance, serve as bridges, connecting the personal values of stakeholders with the mission and vision of destination organizations. In doing so, they create a narrative that is not just persuasive but also deeply compelling, fostering a sense of shared purpose and understanding among our communities.
Destinations International's pioneering work in this arena highlights the intricate relationship between language and values. By leveraging an exhaustive database of legislative information, we meticulously curate a list of key words annually used by elected officials in their discussions about common and public goods. This meticulous annual analysis reveals a pattern – the repetition of these key words by political leaders across various contexts. This discovery underscores the influential role of language in shaping perceptions and decisions as policy changes every year. When destination organizations align their messaging with these key words, they tap into a pre-existing emotional chord within political leaders, reinforcing the importance of continued support for the industry.
When stakeholders, be they political leaders or community representatives, find their values reflected in the mission of destination organizations, it builds trust. Trust, in turn, is the foundation upon which enduring partnerships are built. Through these alliances, destination organizations can advocate for community initiatives that foster growth and community vitality. This emotional resonance embedded within the language not only captures attention but also sustains engagement, encouraging our community to actively participate in our sector's development.
This values-based approach is not just a communication strategy; it's a transformative tool. It empowers destination organizations to not only convey their economic impact but also to nurture a sense of shared identity and purpose. In a world where industries compete for attention and resources, the ability to connect with stakeholders on a profound emotional level distinguishes successful advocacy. By recognizing the potent synergy between language, emotion, and values, destination organizations pave the way for a future where the travel and tourism industry thrives, supported by a network of passionate advocates who understand and champion its vital role in communities worldwide. Please check out the 2023 release of the Tourism Lexicon.