Destinations International Launches Global Guide to Strengthen Community Engagement
New resource equips destination organizations with practical strategies to build trust, align tourism with local priorities and measure community impact
POTOMAC FALLS, Va., U.S. (Apr. 7, 2026) – Destinations International (DI), the world’s largest and most trusted resource for destination organizations, today announced the release of The Destination Professional’s Guide to Community Engagement, a comprehensive new resource designed to help destination leaders strengthen relationships with residents and stakeholders while advancing long-term community alignment.
As expectations from communities, policymakers and travelers continue to evolve, destination organizations are increasingly expanding their role beyond promotion to serve as connectors, collaborators and stewards of place. The new guide provides six practical, actionable strategies to help organizations build trust, foster resident pride and demonstrate measurable community impact.
“The role of destination organizations continues to evolve, and community engagement is no longer optional,” said Don Welsh, president & CEO of Destinations International. “This guide provides a clear roadmap for helping destinations build stronger relationships, foster transparency and ensure tourism supports long-term community priorities.”
Grounded in findings from the 2025 DestinationNEXT Futures Study and shaped by DI’s Community Connection Professional Task Force, the guide translates global research into adaptable strategies that can be implemented across destinations of all sizes and geographies. The resource reflects a growing industry focus on aligning tourism development with resident priorities and enhancing quality of life.
The guide outlines six core strategies for effective community engagement:
- Define community engagement within the organization and align internal teams
- Educate residents and officials on tourism’s role in the local economy and quality of life
- Boost resident pride through storytelling and cultural celebration
- Address negative perceptions with transparency and dialogue
- Integrate community service into tourism events and initiatives
- Measure community engagement success using clear, meaningful metrics
Jennifer Christie, CTA, Director of Marketing at Visit Loudoun and co-chair of the 2025 Community Connection Professional Task Force, emphasized the importance of intentional engagement: “True community engagement requires listening, collaboration and accountability. This guide provides a practical framework destination professionals can implement to strengthen local relationships and build long-term trust.”
Tony Snell Rodriguez, Director of Community Engagement and Inclusion at Visit Milwaukee and co-chair of the Task Force, added, “Community engagement is ongoing work. With shared language, smart strategies and clear metrics, we can ensure tourism supports residents, local businesses and broader community priorities.”
The release of the guide builds on Destinations International’s ongoing commitment to research, education and tools that support destination organizations in addressing evolving community expectations and advancing sustainable tourism practices.
The Destination Professional’s Guide to Community Engagement is available as a free download at https://destinationsinternational.org/community-engagement-guide.
Tim Smith is a strategic communications leader with over 20 years of experience across government, industry, agency, and association sectors. He has held senior roles at Delaware North, APCO Worldwide, and Edelman, and served abroad as a U.S. diplomat promoting trade and investment. As Vice President of Communications, he leads strategy to elevate brand, support the association’s mission, and engage global stakeholders. Tim is active in civic and professional organizations and has served on multiple boards. He lives outside Buffalo, New York, with his wife and has three grown children.