FOR IMMEDIATE RELEASE
Washington, D.C. (August 20, 2020) – Destinations International, the world’s largest resource for official destination organizations, convention and visitors bureaus (CVBs) and tourism boards, today announced the release of editions of the Tourism Lexicon for Canada and the United States.
The Tourism Lexicon was first released in 2018 by Destinations International for the United States to help its members be successful when changing the narrative surrounding the travel and tourism industry. The association utilized Quorum, the world's most comprehensive database of legislative information, to build a list of keywords that were used repeatedly by elected officials in the United States when talking positively about travel and tourism and other public goods. The Tourism Lexicon for the United States has been updated annually as language evolves. The association recently announced its 2020 United States Edition of the Tourism Lexicon and debuted the 2020 Canadian Tourism Lexicon. Both lexicons, and others that may be added, will continue to be updated every year.
“Words matter, especially when talking to local stakeholders and especially during a global crisis impacting travel and tourism,” said Don Welsh, President and CEO of Destinations International. “We encourage our destination organization members to speak with a clear and factual language when speaking with their constituents to have an emotional-driven approach, one that is proven to resonate with the local community. We have seen many of our United States members successfully utilizing the Tourism Lexicon over the past two years. As our membership continues to see significant growth from Canadian destinations, we are especially thrilled to release the first-ever Canadian Tourism Lexicon.”
The lexicons are based on the idea that relying merely on ROI numbers to defend the value and relevancy of a destination organization is no longer a viable advocacy strategy. Destination organizations need to support the message of ROI with an emotional and value-based appeal to convince political leaders and community stakeholders that without a destination organization, these returns will inevitably vanish.
The 2020 United States Edition of the Tourism Lexicon Includes:
- Economic development
For more details on the 2020 United States Edition of the Tourism Lexicon, click here.
The 2020 Canadian Edition of The Tourism Lexicon Includes:
- Economic Development/Economy
For more details on the 2020 Canadian Edition of the Tourism Lexicon, click here.