Finding Our Cornerstone

An advocacy paper on destination organizations becoming a community shared value

Despite the collective efforts of destination organizations, every year, a growing number continue to be under government and media attack. These attacks are getting worse and more frequent, and too often we are our worst enemy. After a great deal of research, Destinations International has concluded that destination organizations must become one of their community’s shared values in a way that explains the value of destination promotion and connects that value and organization to the residents of the community.

In this advocacy paper, you will understand the reasons why destination organizations must focus on their residents and change the way they talk about themselves in order to survive and grow. This paper will clearly articulate the role of a destination organization in a community, provide the starting point for “mission” and “about us” statements, lay out the political argument for public support of destination promotion and identify the ideas and ideals that form the basis of a community shared value.