We can no longer count on blind government support; we can no longer solely rely on ROI statistics and we can no longer rely on visitation numbers to be the measure of our success. As our elected officials, the media and our communities are asking for transparency and taking a closer look at our budgets and operations, it is our job to make sure we are prepared to answer any questions by staying vigilant and proactive. We must realize that our local residents are our ultimate customers and make our efforts a shared value in our community and our teams a community asset.

Learn more from the keynote session presented by Jack Johnson, Chief Advocacy Officer, at Destination International's 2019 Annual Convention.