2025 Tourism Lexicons
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.
25 words used to articulate the significance of creating welcoming spaces.
Download the 2025 International Lexicons
Research-backed language to communicate tourism's value to stakeholders and elected officials.
Our advocacy team developed tourism lexicons based on an analysis of local political and media databases for the specific countries.
The latest 2025 Tourism Lexicons are available as printable PDFs, social media graphics, and PowerPoint presentations. Download the files for each tourism lexicon below by clicking on the country link.
Tourism Lexicon PDFs
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.
Four Rules for Effective Messaging
1. Keep It Simple
Avoid jargon like "incremental visitation." Your goal is to motivate, not teach. Simple language beats complicated words.
2. Repeat the Message
Don't assume people remember what you say. Repetition builds recognition and recall.
3. Provide Context
Listen first, then explain how tourism helps people and aligns with what they care about. People engage when they feel heard.
4. Walk the Walk
Be credible. If you say you care about quality of life, prove it with tangible actions and results.
Learn more about how destinations can use language to reinforce their importance.
Read the Policy Brief
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.