A Year in (RE)leases and P(RE)views

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<span>A Year in (RE)leases and P(RE)views</span>
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We reflect on the pioneering advocacy and research content Destinations International (DI) released in 2023 and learn how it will pave the way for even more innovation in 2024.

In this post, we reflect on the pioneering advocacy and research content Destinations International (DI) released in 2023. We've spearheaded numerous initiatives, each playing a pivotal role in shaping the future of destination organizations and the tourism industry at large. Many of these endeavors have not only marked this year with success but will pave the way for even more innovation in 2024.


Destinations International DestinationNEXT Future Study 2023: This landmark study, a cornerstone of our research reports, offered an extensive global analysis and strategic direction for destination organizations. Addressing the complexities and dynamic changes in the post-COVID era, the report focused on how destination organizations can reinforce their community ties. The study provided actionable insights on embracing technological advancements, societal shifts, and cultural transformations, helping destination organizations position themselves as community development and innovation leaders.

DI/TIAC Canadian Visitor Based Assessment Study: Tailored to the Canadian landscape, this study delved into the intricacies of Visitor-Based Assessments (VBAs) and their crucial role in funding destination organizations. It highlighted how VBAs are instrumental in fostering sustainable growth and investment in various Canadian destinations, providing a model for others to consider.

2023 Tourism Lexicon: Understanding the power of effective communication, the 2023 Tourism Lexicon is our annual strategic initiative to transform the travel and tourism industry narrative. By combining emotional resonance with logical appeal, this tool was designed to create a more impactful dialogue with stakeholders, enhancing the overall influence and understanding of our industry.

Destination Promotion Community Index Industry Brief: This comprehensive brief, resulting from over 18 months of research, redefined the concept of ROI in destination promotion. It presented a holistic approach, emphasizing the importance of emotional and community engagement metrics alongside traditional financial indicators. This work will help destination organizations reshape how success in destination promotion is perceived and measured.

Destination Organization Community Vitality Wheel: As an innovative graphic, the Community Vitality Wheel demonstrates the multifaceted impact of destination promotion. It underscored how destination organizations contribute to their communities' overall health, prosperity, and attractiveness, going beyond mere tourism development. From this, we have created an infographic that captures the above and includes the role of the destination organization and the community it serves. It is a wheel driven by the work of the community and the destination organization in brand management, place stewardship and infrastructure investment, and promotional and sales work.

Drawing stock photo


2023 USA & Canada Resident Sentiment Studies: These studies, in collaboration with Longwoods International, are poised to offer continued insights into how residents of the USA and Canada perceive tourism. This information will be crucial in shaping future strategies and addressing public concerns.

Destination Promotion: A Catalyst for Community Vitality: Destinations International, in 2024, will release an updated iteration of one of its signature studies, Destination Promotion: An Engine of Economic Development. To expand on the work from 2014, this study will evaluate what happens to a region when tourism is at its peak and its effect on its surrounding areas. This report will become the centerpiece of explaining destination promotion as a catalyst for community vitality.

The report seeks to accomplish the following.

  • Show the impact not only on the traditional tourism benefactors (accommodations, restaurants, attractions) who benefit but also the many nontraditional tourism benefactors throughout a destination who are often ignored in this research.
  • Identify social and cultural benefactors of destination promotion and economic ones.
  • Providing destination organizations with evidence that a community that invests in destination promotion is performing at a higher level in the competitive attention landscape.

Look for release late winter 2024!

Destination Promotion Community Indicators: Building on our latest industry brief, our collaboration with Zartico is set to unveil a comprehensive view of the visitor economy's impact on communities. This project will go beyond conventional metrics to provide a nuanced understanding of how tourism shapes local environments and economies.

Look for quarterly releases throughout 2024!

Destination Effect: Advocacy Awareness Campaign: This advocacy campaign will focus on redefining the perception of destination organizations. By highlighting their vital role in community development and growth, we aim to shift public perspectives from seeing destination organizations as mere marketing entities to recognizing them as essential contributors to community well-being and vitality.

Look for release late spring 2024!

About the Author

Andreas Weissenborn

Vice President of Research and Advocacy
Destinations International

Introduced to the world of destination organizations by a random internship application to Visit Baltimore (then known as Baltimore Area Convention & Visitors Association), Andreas Weissenborn began an unexpected career into hospitality that left him with a continued passion towards the tourism industry.

Weissenborn spent just short of 11 years with Visit Baltimore helping with its Research, Technology, and Information Systems across the organization. In 2017, he joined the Association on behalf of a Destinations International Foundation initiative to be a dedicated research source for Destinations International.

As part of his responsibilities, include supporting our core advocacy and research initiatives such as the community shared value, the tourism lexicon, the event impact calculator, and various reporting platforms, and our belief of destination promotion being a common good for the greater good.

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