The Tourism Lexicon

Words matter in politics, and they need to be chosen carefully to carry an emotional connection to people‚Äôs values and the values of our industry

Destinations International has made the case that relying merely on ROI numbers to defend the value and relevancy of a destination organization was no longer a viable advocacy strategy. Instead, we argued, destination organizations need to support the message of ROI in terms of dollars and cents with an emotional and value-based appeal to convince political leaders and community stakeholders that without a destination organization, these returns will inevitably vanish.

About the Lexicon

Read the Policy Brief
Learn about how destinations can use language to frame the conversation about how destination organizations are a critical community benefit.