Welcoming Lexicon

Language plays a critical role in shaping trust, belonging and community vitality. This dedicated space brings together the Welcoming Lexicon, our Welcoming Destinations Research Hub and Reputational Research Action Briefs to equip destination organizations with insights and tools that reflect these values.

Rooted in global media and political discourse analysis, the Welcoming Lexicon identifies eight powerful words - protect, security, give, information, action, power, better and feel — that convey what travelers may seek to travel with confidence in today’s charged climate.

Whether you're preparing for international events, engaging your community in meaningful dialogue or seeking to measure the impact of your messaging these resources are designed to help destinations communicate sentiments of a warm welcome and create environments where any visitor feels seen, safe and invited.