The energy was palpable as destination professionals from every corner of the globe descended upon Tampa, Florida for Destinations International's Annual Convention. This wasn't just another industry gathering – it was a vibrant exchange of ideas, a showcase of innovation, and a testament to the power of collaboration in shaping the future of travel. Here's what you missed: 

1. Impact Beyond Tourism

While tourism remains a cornerstone, the convention emphasized the expanding role of destination organizations in driving broader economic and social impact. Conversations extended beyond visitor numbers to encompass community development, sustainability, and the well-being of local residents. Sessions like "Funding Forum: Untapped Resources for Destination Organizations" sparked discussions on innovative funding models and resource allocation strategies to support these wider goals. 

This further extended to how attendees engaged with the local community, such as the 50 attendees who participated in a volunteer experience with Feeding Tampa Bay. Visit Tampa Bay hosted a “Sip and Shop” event, providing attendees the opportunity to purchase products from diverse local vendors. Throughout the week, attendees voted on nonprofits, including Dress for Success and Rebuilding Together Tampa Bay, to receive donations. More than $3,800 was given back to the Tampa Bay community.  

2. Marketing and Storytelling in the Digital Age

In an era where digital platforms reign supreme, the convention underscored the importance of captivating marketing and storytelling. Attendees explored how to leverage technology to craft compelling narratives, reach global audiences, and create immersive experiences that resonate with modern travelers. The emphasis was on authenticity, personalization, and the power of storytelling to forge emotional connections. In the Idea to Impact: Leveraging Authenticity in Destination Development to Create Community Shared Value session, presenters utilized several case studies, including the award-winning Métis Crossing cultural centre and boutique accommodation, to illustrate how destination organizations can successfully develop and promote authentic tourism experiences in a way that supports sustainable community-driven development. 

To put digital storytelling into practice, DI members told the story of Annual Convention through social media using the #DIAC24 hashtag. We loved seeing the event through the eyes of the attendees.

3. Global Collaboration for a Resilient Future

The convention was a testament to the power of unity in the face of challenges. It fostered a spirit of global collaboration, recognizing that the challenges and opportunities facing the tourism industry transcend borders. This year’s event welcomed attendees from around the world, including Japan, South Korea, Georgia, Armenia, South Africa, New Zealand, Saudi Arabia and others. Sessions like "Leveraging Global Tourism Solutions" highlighted the importance of knowledge sharing, partnerships, and collective action to address issues such as sustainability, crisis management, and travelers' evolving needs. It was a reminder that we are stronger together.

4. Future-Proofing Destinations

With the industry in constant flux, the convention didn't just acknowledge change, it embraced it. It emphasized the need for destinations to be agile, adaptable, and forward-thinking, inspiring attendees to anticipate future trends, embrace innovation, and build resilience in the face of uncertainty. The focus was on staying ahead of the curve, whether through technological advancements, data-driven decision-making, or creative approaches to destination management. In one session, a panel of destination organization leaders from the Maine Office of Tourism, Destin Fort Walton Beach, and Tahiti Tourism showcased how they are adopting their expanded roles and tools to continuously measure, monitor, and report on progress. From leveraging data and analytics to cultivating meaningful local partnerships, these destinations are driving positive change within their communities by fostering a spirit of collective impact.

5. Leadership and Community Engagement

The convention recognized the critical role of leadership in driving destination success. Sessions explored the qualities of effective leaders, the importance of community engagement, and the power of collaboration between destination organizations, local businesses, and residents. The emphasis was on building strong relationships, fostering trust, and working together to create thriving destinations. In a session on How to Showcase the Value of Tourism to Your Local Community, Visit St. Pete-Clearwater shared how and why the organization developed its From Visitors, With Love campaign and their success in illustrating to residents the value tourism brings to their community. 

6. Inclusive Workforce Development

Despite the workforce development obstacles we face, the tourism industry offers countless professional opportunities for future generations. Eight sessions addressed these challenges and insights surrounding workforce development and diversification.  In the session, Navigating Workforce Development in Tourism: Balancing Long-Term Solutions with Immediate Needs, leaders from Explore St. Louis and Visit Baltimore explored the intersection of long-term planning and short-term solutions in building a diverse, skilled, and resilient workforce for the future of tourism. These conversations found that creative solutions may be easier to implement than we think. Read the blog on our first-ever student shadow program at this year’s convention.  

Impactful New Research & Tools 

Destinations International also released impactful new research and tools at the event. 

Accessibility Playbook 

Accessibility Playbook is a comprehensive resource containing technology recommendations, use-case scenarios, and data to inform accessibility strategy and decisions. The Playbook includes more than 90 tips vetted by leading disability advocacy organizations, in addition to “TravelAbility Trusted” innovations, amenities, and a directory of third-party providers that can help destination organizations and travel businesses assess and scale existing accessibility efforts. 

Catalyst Toolkit 

Discover a suite of resources to help you showcase the power of destination promotion in your community by maximizing the findings uncovered in DI's landmark report, Destination Promotion: A Catalyst for Community Vitality. Use these impactful tools to connect the dots on how your destination organization helps your community achieve its goals by leveraging the power of destination promotion. DI members may use these resources for advocacy outreach, education, and engagement.

Destination Effect 

The Destination Effect is about using destination promotion to transform a location into a destination. The Destination Effect website is a centralized hub for the important content and tools of destination marketing awareness and promotion. It uses real-life success stories to help visitors understand the vital role of destination promotion in community vitality. The Destination Effect is a DI initiative made possible with the generous support of its partner, Tempest.

Destination Promotion Community Indicators Personas  

Destination promotion, like any other common good, must stand behind a series of metrics or indicators that help inform the community of not only its purpose but also how well the common good performed and how it benefited the community. Working with Zartico, DI embarked on a partnership to curate and communicate this emerging set of community indicators to show the effects of destination promotion throughout our communities. If every community is unique, we have begun the work of redefining the set of identities many of our communities share to best connect those indicators that help our personas resonate. 

Destination Wayfinder 

The Wayfinder tool, powered by Miles Partnership, is an industry-led destination management framework designed to guide destination organizations through a continuous improvement pathway that measures, monitors and improves destination stewardship capability and outcomes. Destination organizations can calculate their own Destination Stewardship Indicator (DSI) with the Wayfinder Self-Assessment tool to understand where the organization and the destination is on their journey as well as identify areas for improvement. To aid in the journey, the Wayfinder content management system is a repository of external tools, templates and resources curated by a team of industry experts.

“The leadership and dedication from Destinations International were clear in every aspect of the event. The seamless organization and vibrant atmosphere made this convention truly unforgettable. It's no small feat to host such a large and impactful gathering, and the entire DI team made it look effortless. Also, the community of Tampa Bay is so fun, so vibrant and so welcoming - I loved it!” Amanda Eckelbarger, CDME, Director of Destination Branding and Data Intelligence, Elkhart County, IN CVB

Destinations International's Annual Convention in Tampa was more than just an event; it was a catalyst for change, a platform for inspiration, and a testament to the resilience and ingenuity of the global tourism community. As attendees return to their respective destinations, they carry with them a wealth of knowledge, a renewed sense of purpose, and a shared commitment to shaping a brighter future for the industry. The journey continues, and the destination is clear: a more impactful, sustainable, and globally connected tourism landscape.

We encourage you to share your own insights from the convention and explore the groundbreaking new research and tools DI unveiled.