I have had the privilege of being part of the Destinations International (DI) team since February 2022. Over the past few years, I’ve had countless conversations with colleagues—both new and seasoned—about how they found their way into their current roles. More often than not, those conversations begin with, “I had no idea this industry even existed until…”

I’ll be honest—I was one of those people, too. I had no idea this industry existed until I launched a startup in the travel space, focused on building an app that helped people create more authentic connections with cultures and communities around the world. That experience introduced me to the vast and dynamic world of destination organizations and tourism.

As I’ve continued working in this industry, two key observations have stood out to me:

• Many people still stumble into this industry by chance rather than by design.
• The conversation around workforce diversification, retention, and talent shortages continues to be a recurring theme in industry panels and discussions.

These insights highlight a significant opportunity for us to rethink how we attract, develop and retain talent in our field. They also prompt an important question: How can we change the narrative so that future generations see this industry as a viable and intentional career path? 

A Personal Reflection on Workforce Development

To better understand this challenge, I reflected on three key areas:

• My own career journey—how I found my way into this industry and what I’ve learned along the way.
• The stories of our 30 Under 30 cohort and alumni—the experiences of emerging leaders who are shaping the future of our industry.
• The career exposure my own children receive from an early age—the job opportunities they see (or don’t see) as possibilities for their future.

These reflections led me to this belief: We ALL have the ability to change the narrative about our industry, particularly in the destination organization sector. 

A Strategic Approach to Workforce Development and Retention

In October 2024, DI released a 10-year workforce development and retention strategy focused on five key pillars. This strategy is designed to address both immediate and long-term workforce challenges by:

1. Engaging youth and developing a pipeline of talent
2. Retaining current professionals in the industry
3. Highlighting stories that represent leadership from all abilities and backgrounds  
4. Partnering and aligning with industry organizations
5. Creating a workforce celebration day  

To ensure this strategy is effective, we will be holding conversations with educators, industry leaders, and key stakeholders through 2026 before finalizing key metrics for success. 

Your Role in Shaping the Future

We all have a part to play in making this industry more accessible, inclusive, and appealing to future generations. Here’s how you can take action:

1. Reflect on your journey. How did you find your way into this role, and how can your story inspire future leaders?
2. Download DI’s workforce strategy and explore how you can contribute to its implementation.
3. Assess your local impact. How can you connect with schools—whether primary, secondary, vocational, trade, or higher education—to introduce young people to career opportunities in this industry? 

This work requires collaboration, creativity, and commitment. If you have ideas, stories, or case studies about workforce diversification and retention, we want to hear from you! Reach out to us at [email protected] and join the conversation.

Together, we can create a more inclusive, intentional, and sustainable future for our industry’s workforce.