At Destinations International’s Thrive: The Community Vitality Summit in Jackson, Mississippi, destination leaders gathered to explore how our work extends far beyond marketing and meetings. We are in the business of community vitality. Our work strengthens economies, fosters belonging, and improves quality of life.

Over two days of panels, workshops and peer discussions, one theme was clear: destinations are evolving from promotion to purpose. Here are six key takeaways that highlight how our industry is redefining advocacy, impact and leadership. 

1. Authentic Storytelling Begins with Community

In “The Locals Know Best,” Juan Vargas of Miles Partnership reminded us that authenticity starts at home. Maine’s Inclusive Creator initiative and Pennsylvania’s community-led storytelling showed how residents become co-authors of their city’s narrative when they are invited to participate.

When storytelling reflects the people who live the experience, marketing becomes community building.

We’re not marketing to communities. We’re co-creating with them. 

2. Reputation Management Is About Emotional Connection

Myha Gallagher of Future Partners shared new data revealing that reputation challenges—around safety, social issues or politics—are best addressed through transparency and emotion, not spin. Travelers connect most deeply with visuals that feel human, inclusive and joyful.

Honesty + optimism = credibility. Myha’s takeaway matched the spirit of the Summit: destinations don’t have to pretend everything is perfect. They just have to stay on brand, show what’s working, and make it easy for visitors to picture themselves there.

Facts build awareness. Emotion builds trust. 

3. Culture Work Begins with How We Hire

Lindsay Lodrini, Senior Director of People and Culture at Destinations International, introduced the Hiring with Intention Toolkit, which helps DMOs move from instinct-based hiring to intentional, equitable practice. The toolkit brings consistency to interviews, job descriptions and evaluations, ensuring culture and inclusion begin before day one.

Hiring well is culture work, and culture work shapes the organization we become. 

4. Sustainability Is the Strategy, Not the Silo

In “Shaping Tomorrow’s Destinations: Leveraging the UN 17 SDGs to Redefine Tourism Success,” Barbara Karasek and Caleb Sullivan from Paradise reminded us that sustainability isn’t a department, it’s the framework for every decision we make.

Their session linked tourism’s role to the United Nations’ 17 Sustainable Development Goals (SDGs), a global call to action for people, planet and prosperity. By aligning tourism strategies with these goals, destinations can redefine success through long-term impact rather than short-term numbers.

Case studies, from Rwanda’s community-based tourism model to Jackson Hole’s Sustainable Destination Management Plan, demonstrated that sustainability and equity can coexist when communities are at the center of planning.

Barbara and Caleb left us with practical wisdom: “Align with global goals. Plan with intent. Don’t try to boil the ocean. Crawl, walk, run.” Be a destination that serves people, planet and purpose. 

5. Social Impact Must Be Explainable, Even to a Nine-Year-Old

Chief Impact Officer Sophia Hyder Hock and Social Impact Manager Ava Wells led an empathy-based design exercise called “Explain It Like I’m Nine.” Participants used real-world personas—a child, a small-business owner, a retired resident, and a new resident with a disability—to create impact stories that were human and relatable.

If residents and visitors can’t see themselves in a destination’s story, the work isn’t done.

Impact that isn’t understood can’t be felt, and impact that isn’t felt can’t be sustained.

6. Advocacy Is Leadership in Action

The closing session, Advocacy & Action, introduced Destinations International’s 2025–2027 Strategic Roadmap, outlining how advocacy fuels measurable change.

Advocacy is more than lobbying; it is the intentional practice of positioning destination organizations as essential leaders in advancing community vitality and growth. The new framework breaks advocacy into five actionable functions:

Demonstrate Value: Articulate economic, cultural and social contributions clearly to residents and decision-makers.

Strengthen Trust: Serve as accountable stewards of public resources and guardians of community reputation.

Shape Narratives: Align tourism’s story with shared community priorities and quality of life. 

Mobilize Leadership: Build coalitions across sectors to navigate crises and funding challenges.

Achieve Impact: Translate data, research, and insights into tangible, visible outcomes.

The framework’s three tiers, Awareness, Influence, and Effect, represent the journey from understanding to measurable results. At the top is The Destination Effect: demonstrated policy wins, infrastructure investment, and long-term community trust.

Advocacy extends well beyond the act of lobbying; it is expressed through leadership, resilience, and measurable impact.

Closing Reflection

The Thrive Summit affirmed that advocacy and action are inseparable. Every destination, regardless of size, has the ability to convene voices, align priorities, and build a stronger sense of belonging.

Tourism’s ultimate measure of success is more than just visitor spending; it’s whether residents feel seen, supported and proud to call their community home.

When we align promotion with purpose, storytelling with stewardship and advocacy with action, our destinations do more than just attract visitors. They thrive.