Destinations International’s Annual Convention is celebrated for its thought leadership and the inspiration and connection it sparks among attendees. But in 2025, some of its most meaningful moments happened before sessions even began.

On the Wednesday leading into Annual Convention, attendees took part in two immersive Corporate Social Responsibility (CSR) activations through the Destinations International Foundation. Both aiming to generate community well-being, “From Hive to Thrive” explored this through the lens of workforce development, while “Feed It Forward” did so through stewardship.  

As destinations continue to evolve their purpose in line with a community’s needs, these activations demonstrate how meetings and events can become powerful platforms for impact. 

From Hive to Thrive: The Sweet Beginnings of Workforce Transformation

This activation highlighted how destination organizations can play a role in breaking employment barriers and building intentional, place-based career pipelines, especially for justice-impacted individuals.

In the heart of Chicago’s North Lawndale neighborhood, 21 attendees were welcomed at the North Lawndale Employment Network (NLEN) Campus, a nonprofit working to restore opportunity and dignity for residents through its “Sweet Beginnings” social enterprise and robust workforce transition program.  

As part of the activation, participants:

• Gained firsthand insight into NLEN’s mission and five-step approach to workforce transformation.
• Helped create Sweet Beginnings’ signature products and assembled 75 hygiene kits for clients in need.
• Joined a career mapping session, collaborating on ways the hospitality industry can support reentry and long-term growth.

Ideas from the session helped shape a career pathway guide, now used to inspire NLEN clients and equip destination organizations committed to workforce development. In total, more than $2,100 was contributed to support NLEN’s programs.

Tony Snell Rodriguez, Director of Community Engagement and Inclusion, at Visit Milwaukee, was moved by the activation. Afterwards, he shared: “We’re all human beings. We all deserve to experience joy and to feel valued. That’s what the NLEN program does. It makes a difference through one person, one act, and one smile at a time.” 

Roz Stuttley, Director of Equity, Diversity and Inclusion at Choose Chicago, participated and played an important role in partnering with NLEN to plan the activation. “Experiencing firsthand the work of NLEN was both inspiring and thought-provoking. The visit challenged our perspectives and offered valuable insights into how we might pursue and leverage similar partnerships in other communities. It also highlighted resources and strategies to help build career pathways for justice-impacted individuals within the broader tourism industry.” Roz and the Choose Chicago team look forward to continued work with NLEN.  

Feed It Forward: An Afternoon of Sustainable Impact and Community Connection

As sustainability becomes a top priority for event planners and destination leaders alike, this experience modeled how food recovery can be seamlessly built into the fabric of event operations.

In McCormick Place’s East Kitchen, a separate group of 14 attendees rolled up their sleeves alongside Fight2Feed, a nonprofit on a mission to reduce food waste and nourish neighbors facing hunger. Fight2Feed is based in Chicago, Atlanta, and Kansas City.

Through this hands-on experience, participants:

• Assembled 200 pantry bags filled with essential items for food-insecure families
• Supported more than 800 individuals across South Side neighborhoods.
• Equipped community partners including 53rd Street Pantry, Cornerstone Community Outreach, and Englewood Homeless to distribute donations.
• Raised over $1,900 to advance Fight2Feed’s ongoing efforts.

This activation offered not only practical support, but also a reminder of the powerful role destinations can play in creating more sustainable, connected communities. Leslie McClendon, Tourism Sales Manager at Visit Yuma commented afterwards on this impact, saying “Fight2Feed is an awesome organization and is helping so many people. One of the things I will take back is that this work matters. Filling a bag, shaking it, and filling it again to help feed people even more is one of the best things I’ve ever done.” 

Estevan Dixon, Choose Chicago Client Services Manager, helped to plan for the onsite experience. Alongside Roz, Estevan’s involvement with Feed it Forward furthered the relationship between the destination organization and this critical community partner.  

“This hands-on Corporate Social Responsibility activity not only made an immediate impact here in Chicago—helping fight food insecurity and reduce food waste—but also planted seeds of change that can grow in communities nationwide. By experiencing Fight2Feed’s mission in action, attendees left inspired and equipped to take these food rescue practices back to their own destinations. Imagine the impact if every convention center and destination committed to food recovery—this is how we create meaningful, lasting change.” - Estevan Dixon

McCormick Place's Senior Sustainability Manager served as a key stakeholder to unite the experience and logistics for all parties involved. 

The Ripple Effect of Doing Good

As visitor expectations shift and stakeholders demand deeper community alignment, destination organizations have a growing opportunity and responsibility to embed community care into their events. CSR activations like "From Hive to Thrive” and “Feed It Forward” are more than good deeds; they are strategic differentiators that reflect the future of destination leadership.

The two activations serve as a reminder: destinations are not just places that host events. Destinations are communities: stronger when locals and visitors come together with purpose. By connecting meetings and events clients to local organizations, we unlock the power of people to create lasting, meaningful change. 

Three Ways To Take Action Now:

• Identify local nonprofits aligned with topics across the Social Impact Framework such as workforce development or stewardship. Topics are listed in the turquoise circles.
• Integrate CSR options into conference RFPs, client pitch decks, and service team  processes.
• Use our Guidelines for CSR and Immersive Activities at Events to help meeting and events clients design their own impactful experiences in your destination.