Over the past several years, many of us in the destination space have made bold commitments to inclusion and belonging. We began by examining our internal cultures, reevaluated representation in our marketing and evolved our partner and community-based relationships. That work has been important, and it remains essential. But something deeper has been happening, too.  

We are evolving as an industry. We’re becoming stewards, place makers and community champions. And as we evolve, we must tell stories and capture data that demonstrates the significance of who we are becoming and how we can lead.  

This past spring, we evolved our work from social inclusion to social impact. It expands our frame of reference. It challenges us to consider not only who is included, but how tourism drives meaningful, measurable outcomes for the places and people we serve. It is a reimagining of tourism’s role, not as a passive economic engine, but as an intentional force for good. Learn more about why social impact here. 

Social Impact in Action

Across our membership, we’re seeing this evolution come to life in powerful ways. Three community engagement leaders from across the United States shared why social impact is critical in their destinations, demonstrating how it is put into practice in inspiring ways.

Visit Milwaukee: Trust Through Representation

“Social impact is at the heart of our mission,” says Bryan Kubel of Visit Milwaukee. “It shows up in how we tell our story, how we care for our visitors and how we partner with our community to ensure tourism works for everyone.” 

That mission shows up through tangible programs:

• Representation: Their open casting call invites residents from all zip codes to be the face of their visitor campaigns. “It helps us tell a richer, more authentic story about Milwaukee,” Bryan shares. “That authenticity builds pride among residents and strengthens community connections: key drivers of destination appeal.”
• Respect and Safety Trainings: Our de-escalation training sessions equip frontline hospitality workers with practical tools to handle challenging situations with professionalism, empathy and confidence.  
• Accessibility: Through their Hidden Disabilities Sunflower initiative, accessibility webpage and filters for events and category searches, “we’re making inclusion a visible and practical part of the visitor experience.”

But perhaps most striking is how these efforts build trust. “When residents see their neighborhoods, cultures and lived experiences reflected in our work,” Bryan notes, “it turns tourism from something that happens around them into something they’re part of.” Bryan explains that listening to the community has helped Visit Milwaukee learn and grow. Regular roundtables lead trusted relationships, build tourism ambassadors and establish a collective voice that authentically represents Milwaukee.  

Discover The Palm Beaches: Stewardship Through Listening

For Heather Andrews, Vice President at The Palm Beaches, social impact is not a trend: it’s foundational. “Tourism in The Palm Beaches is a powerful catalyst for economic development, but equally, it serves to foster access for all, cultural pride and quality of life for residents.”

Community feedback helped them launch Sea to Preserve, a nature-based tourism program that includes hikes, paddles and wildlife tracking paired with conservation education. This strategy doesn’t just bring people to The Palm Beaches but invites visitors to become active custodians of the destination’s natural resources.

Her guidance for others? “Start by listening with an open mind and consistently seeking input… When your destination marketing is rooted in authentic community outcomes, your brand becomes more than a travel message. It becomes a trusted voice in your community.” 

VisitGreenvilleSC: Belonging Through Storytelling

“Social impact allows our community to see the power of tourism for all,” says Adam Jennings of VisitGreenvilleSC.

Their approach? Elevate the overlooked. By showcasing diverse businesses and highlighting stories and events that often fly under the radar, they help residents see themselves in the story VisitGreenvilleSC shares elsewhere. It’s not just about messaging; it’s about trust. “When residents see that tourism is developed thoughtfully and inclusively,” Adam says, “they gain trust that our work represents them, building confidence, turning residents into advocates and deepening local pride.”

Adam advises peers to start by “identifying all stakeholders groups, particularly residents and especially marginalized groups. Then, begin building relationships that show your genuine commitment to representation and shared economic opportunity.” 

Why This Evolution Matters Now

Tourism’s success can no longer be measured only by room nights or visitor spend. Our work must show how destinations foster belonging, stewardship and prosperity for all. Social impact is how we prove that tourism is not just happening to communities, but with them.

Inclusion is still a bedrock, but impact is our north star. It pushes us to:

• Measure how our work drives community well-being, not just room nights.
• Treat tourism as a tool for shared prosperity, not selective growth.
• Embed stewardship, access and trust into everything from branding to partnerships.

As Bryan Kubel so clearly shared: “When we lead with social impact, we demonstrate that we’re not just promoting Milwaukee to our residents, we’re growing Milwaukee together.” 

A Call to Thrive

Destinations International invites you to bring this vision to life through our Social Impact Framework and at our Thrive: The Community Vitality Summit, October 28-30 in Jackson, Mississippi. Previously known as our Social Inclusion Summit, Thrive will explore what it means to build impact-driven destinations that are resilient and beloved by residents and visitors alike. Starting with an additional Pre-Summit Tourism for All workshop, we hope you’ll join us to listen, to share and to shape the future of welcoming and responsible tourism together.