Tourism Lexicon
The Tourism Lexicon makes it easy for destination organizations to communicate what they do and why it matters. Updated every year, it highlights the words and themes that resonate most with leaders and communities.
NEW: 2025 Lexicon Now Available!
25 words used to articulate the significance of creating welcoming spaces.
Words Matter
To truly make an impact, you have to speak people’s language. The words you choose can make or break your message, especially in politics. When you use language that reflects people’s values and what matters to them in a way they understand, you build trust and your message sticks. We have collected the words that help you do this in our lexicons.
Use the lexicons for things such as press releases, emails to stakeholders, speeches, social posts, talking points, community communications and more.
2025 International Lexicons
Our advocacy team has developed different versions of the lexicon based on analysis of local political and media databases.
The 2025 Tourism Lexicons are available as a printable PDFs, social media graphics and PowerPoint presentations. Download the Zip files for each lexicon iteration below.
Four Rules for Effective Messaging
1. Keep It Simple
Avoid jargon like "incremental visitation." Your job is to inspire, not educate. Plain language beats complexity.
2. Repeat the Message
Stakeholders often hear your message for the first time. Repeat emotional appeals as consistently as you repeat ROI numbers.
3. Provide Context
Listen first, then connect benefits to local values. People engage when they feel heard and understood.
4. Walk the Walk
Be credible. If you claim to care about quality of life, demonstrate it through genuine, verifiable actions.
Learn more about how destinations can use language to reinforce their importance.
Andreas Weissenborn’s career in tourism began with an internship at Visit Baltimore, sparking a lasting passion for the industry. He spent nearly 11 years at Visit Baltimore, focusing on Research, Technology, and Information Systems. In 2017, he joined Destinations International Foundation to support research and advocacy initiatives. His responsibilities include advancing community shared value, the tourism lexicon, the event impact calculator, and other key reporting platforms, reinforcing the belief in destination promotion as a common good for the greater good.