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Destinations International Announces Findings of Social Inclusion Research

Data collected from more than 500 destination and industry partner employees show both progress and opportunity for inclusion

WASHINGTON, DC, USA (August 20, 2024) – Destinations International (DI), the world’s leading association representing destination organizations and convention and visitors bureaus (CVBs), has released the results of its Social Impact Assessment and two Social Inclusion Studies. This information captures the current state of inclusion among destination organizations and industry partner employees and offers guidance to identify progress and areas of opportunity in creating belonging for people of all backgrounds and abilities.

The Social Inclusion Study on Destination Organizations has been fielded since 2020 and is now in its third iteration. The Social Inclusion Study on Industry Partners is in its inaugural year, providing added context about how partner organizations can improve their internal inclusion practices. Now in its second year, the Social Impact Assessment tool serves as a benchmark for destination organizations in maturing inclusion internally and externally. Together, this research examines the importance of inclusion in engaging with visitors and communities, amplifies the need for workforce diversification and serves as a catalyst to drive community vitality and economic impact.  

Around 450 destination organizations and 120 industry partners participated in the Social Inclusion Studies, and more than 100 destination organizations took part in DI’s Social Impact Assessment tool. Key findings include:

• 73% of destination organization and industry partner employees want to see more diversity in their organizations.
• Only 36% of destination and 41% of industry partner employees believe there is sufficient accountability in place if diversity, equity and inclusion goals are not met.
• Collectively, diverse leaders occupy 30% or fewer roles in destination and industry organizations.
• While 72% of destinations have inclusion strategies, 28% do not have formal oversight for these initiatives.  

While destinations have strong foundational practices to partner with diverse vendors, engage with diverse members of the community and ensure board practices are inclusive, they have yet to integrate inclusive practices into their organizations, lack supporting operational structures, have not addressed accessibility gaps nor invest in stewardship efforts.

The findings highlight the need for accountability through alignment, ownership and clear goal setting. These goals should consider the perspectives and needs of underrepresented populations and be incorporated into initiatives and measurable programs.  

 The Social Inclusion Studies are available online as cornerstone components of the Destinations International Social Inclusion framework. The Social Impact Assessment Tool is a free resource available to DI member organizations. Continued iterations of this research will be fielded in late 2024. DI believes that fostering inclusion helps advance progress on societal topics that positively impact community vitality and the economic health of destinations.  

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About Destinations International 
Destinations International is the world’s largest and most trusted resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 7,000 members and partners from over 750 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.