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Destinations International Outlines Strategic Vision for 2025
Board adopts priorities and key initiatives as travel and tourism set to surpass pre-pandemic levels
Washington, D.C. (December 19, 2024) – Destinations International (DI), the world’s leading and most respected association representing destination organizations and convention and visitors bureaus (CVBs), today announced its 2025 business plan and strategic priorities following a meeting of the DI Board of Directors. Under the leadership of President & CEO Don Welsh, the organization reaffirmed its commitment to empowering destination leaders and fostering inclusive, sustainable tourism that benefits communities and visitors alike. The plan builds on a year of exceptional programming and unprecedented international growth during 2024.
“2024 was a hallmark year for Destinations International and the Destinations International Foundation. We welcomed new members, expanded our international reach and continued to provide the essential information, research and tools that help destination organizations succeed, both in enhancing their brand to attract visitors and in serving as a catalyst for community vitality to benefit residents,” said Don Welsh, President & CEO of Destinations International. “With travel expected to set new records in 2025, we look forward to continuing to build on this important work with our members and partners in the coming year.”
According to UN Tourism, international travel is expected to surpass pre-pandemic levels in 2025, with over five billion travelers taking more than 40 million flights globally.
The DI 2025 business plan emphasizes several key priorities:
• Community: Fostering a strong, global community of travel and tourism professionals and promoting the exchange of knowledge and best practices to enable DI members and partners from around the world to connect, share insights and network as they work to help their individual communities thrive.
• Professional Development: Expanding access to industry-leading certification programs, including the CDME (Certified Destination Management Executive) program, and introducing new certificate programs addressing workforce development, onboarding and upskilling.
• Advocacy and Research: Providing a collective voice to elevate and advance the mission, goals and efforts of destination organizations, as well as equipping and empowering DI members to advocate on behalf of their organizations and communities by expanding industry knowledge and introducing new ideas and cutting-edge research and data insights through initiatives such as the 2025 Global DestinationNEXT Futures Study and new resident sentiment studies in Canada and the United States.
• Destination Tools: Advancing the development of innovative tools to address key challenges like stewardship, social inclusion and other emerging issues by offering a suite of products built on best practices, insights and research that equip members to navigate the evolving travel industry.
Key accomplishments during 2024 included the addition of 77 new members, expanding the association’s membership to 751 organizations across 34 countries and territories. The DI Foundation surpassed its fundraising goal, securing more than $1 million to support vital industry research and initiatives.
In 2025, DI will continue to release innovative tools and resources, supported by the DI Foundation, including:
• A Business Intelligence Certificate Program to equip destination organizations with data-driven decision-making skills.
• A Fundamentals of Social Inclusion Certificate Program to help destinations create inclusive and welcoming environments.
• A toolkit promoting the management of indigenous tourism experiences.
• A playbook focused on enhancing accessibility within the business events sector.
• A toolkit supporting inclusive and welcoming environments for LGBTQ+ travelers.
DI has scheduled the following training and events in 2025:
• Winter CDME Courses, February 1-4, 2025 (Austin, TX, USA)
• Marketing & Communications Summit, February 4-6, 2025 (Austin, TX, USA)
• CEO Summit, March 23-25, 2025 (Savannah, GA, USA)
• Spring CDME Courses, week of April 7 (Washington, D.C. Metro area)
• Convention Sales & Services Summit, week of April 7 (Washington, D.C. Metro area)
• Visitor Services Summit, July 9, 2025 (Chicago, IL, USA)
• Annual Convention, July 9-11, 2025 (Chicago, IL, USA)
• Summer CDME Courses, July 12-15, 2025 (Chicago, IL, USA)
• Fall CDME Courses, October 18-21, 2025 (Sacramento, CA, USA)
• Advocacy Summit, October 21-23, 2025 (Sacramento, CA, USA)
• Business Operations Summit, October 28-30, 2025 (Jackson, MS, USA)
• Social Inclusion Summit, October 28-30, 2025 (Jackson, MS, USA)
For more information about Destinations International’s 2025 business plan and upcoming programs, visit www.destinationsinternational.org.
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About Destinations International
Destinations International is the world’s largest and most respected resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 8,000 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.
About the Destinations International Foundation
The Destinations International Foundation is a nonprofit organization dedicated to empowering destination organizations globally by providing education, research, advocacy and leadership development. The Foundation is classified as a charitable organization under Section 501 (c)(3) of the Internal Revenue Service Code and all donations are tax-deductible. For more information visit www.destinationsinternational.org/about-foundation.
About the Author
Tim Smith has 20+ years of strategic communications experience spanning roles in government, industry, agency and association settings. Most recently, he led corporate communications for Delaware North, a global leader in travel, hospitality and entertainment. Previously, he was Managing Director – West Coast at APCO Worldwide and Executive Vice President, Corporate Communications and Public Affairs at Edelman, providing clients with senior communications and public affairs counsel. He has lived and worked outside the United States for more than a decade, including as a U.S. diplomat tasked with promoting trade and investment.
As Vice President of Communications, Tim is responsible for development and execution of strategic communications to support the association’s mission, enhance and elevate brand, and strengthen impact. He serves as primary contact for media and manages communication with global stakeholders, including association leaders, members, policymakers, media, academia, tourism industry and staff.
Tim is active in civic and professional organizations and has served on the boards of the Public Affairs Council, Seattle Metropolitan Chamber of Commerce and PRSA Puget Sound, among others. He has three grown children and currently resides with his wife outside of Buffalo, New York.