The New Tourism Lexicon

Rewriting Our Industry's Narrative

Words matter in politics, and those words need to be chosen carefully. If we are going to be successful in changing the narrative surrounding our industry, it starts with a values-based approach. That means talking to stakeholders in a manner that is simple and emotional, and connects their values to your organization.

In this policy brief, we demonstrate why our industry must utilize a new tourism vocabulary to connect with stakeholders in a meaningful way and better illustrate the value of destination organizations.

Download the Policy Brief (PDF).