2026 Virtual Advocacy Day

Set the tone for the day with a guided orientation to the virtual environment. Attendees will be introduced to the day's agenda, platform navigation, and key themes. This opening session frames expectations for all stakeholder types and establishes the shared mission driving advocacy efforts worldwide.

 

Sophia Hyder Hock

Chief Impact Officer

Destinations International

Andreas Weissenborn

Senior Vice President, Advocacy & Destination Advancement

Destinations International

 

 

 

Tourism policy is no longer just about generating revenue; it's about shaping the future of destinations. From tourism levies and taxes that create sustainable funding models to policies that help manage visitor impacts and support responsible tourism, destination leaders are increasingly being asked to balance economic growth with community well-being. This session explores how policy can be leveraged as a strategic tool to strengthen destination organizations, fund critical initiatives, and create thriving places for both residents and visitors. Hear examples of how destinations are navigating these complex conversations and building policies that deliver long-term value. 

Meaningful change rarely begins in the boardroom or at the state capitol. It begins with trust.

Join Susan Amey, Former President & CEO of Discover Durham, alongside public leaders who helped champion Durham's success, for an inside look at the months-long journey of building alignment across local government, community stakeholders, and state leadership around a shared vision for the destination.

Through intentional listening, one-on-one conversations, and a commitment to understanding diverse perspectives, Discover Durham transformed relationships into lasting partnerships that created momentum for meaningful action. Rather than focusing on a single initiative, this session explores the leadership approach behind bringing people together, navigating competing priorities, and earning support over time.

Federal policy uncertainty, softening international arrivals, and mounting state budget pressure are converging this year, and destination organizations have weathered this kind of storm before. Drawing on three decades of past recessions, shocks, and funding crises, this session distills what separated organizations that recovered quickly from those that lost market share for a decade or more. Walk away with practical warning signs and advocacy strategies to apply in your own budget cycle. 

Glenn Rudolph

Director, Destination Policy

Destinations International

 

 

 

 

Destination development isn't complete if city planners aren't part of the conversation. While destination organizations focus on creating places people want to visit, city planners shape the infrastructure, policies, and long-term growth that define a destination's future.

This session explores how stronger collaboration between destination organizations and city planners leads to more strategic, resilient communities. Gain insight into how planners think, understand their planning processes and language, and discover practical ways to build partnerships that ensure destination organizations have a voice in shaping the places of tomorrow. 

Join Destinations International for the annual unveiling of the 2026 Tourism Lexicon and Social Impact Lexicon, revealing the latest research on how perceptions, priorities, and language continue to shift. Through a comparative analysis of this year's findings, we'll explore emerging trends, identify what's changing, what's gaining momentum, and what destination leaders should be paying attention to.

This interactive session will help participants translate insights into action by demonstrating how to apply the updated lexicons across real-world scenarios—from conversations with elected officials and community leaders to board meetings, media interviews, resident engagement, and stakeholder communications.

Andreas Weissenborn

Senior Vice President, Advocacy & Destination Advancement

Destinations International

Sophia Hyder Hock

Chief Impact Officer

Destinations International

 

 

 

Building on spring’s Virtual Advocacy Day, this session will help destination professionals translate advocacy principles into practical response systems. Attendees will explore how to build an “Advocacy First Aid Kit” that brings together key contacts, proof points, approved messages, policy assets, operational roles, and research before an issue or opportunity arises.

Examine how to triage advocacy situations, determine the appropriate level of response, and tailor preparedness efforts to the size, structure, and capacity of different destination organizations.  

Andreas Weissenborn

Senior Vice President, Advocacy & Destination Advancement

Destinations International