Destinations International Launches “Advocacy and Action” Roadmap, Announces Event Uniting Advocacy and Impact Summits in 2026

Destinations International has just launched its groundbreaking “Advocacy & Action” initiative, which promises to shape the future of destination leadership. This bold new strategy combines advocacy and social impact to drive community vitality, trust, and resilience. The initiative was unveiled at the recent Advocacy Summit and Thrive: The Community Vitality Summit. It will help destination leaders empower their communities, influence policy, and highlight the measurable benefits of tourism. This new initiative, rooted in DI’s Advocacy & Action Strategic Roadmap (2025-2027), is poised to revolutionise how destination organisations contribute to economic vitality and social well-being. The strategy draws insights from the 2025 Destinations International DestinationNEXT Futures Study and outlines a pathway for leaders to engage more effectively with communities and demonstrate the value of tourism.

The “Advocacy & Action” initiative is designed to enable destination professionals to become catalysts for change. By focusing on advocacy as a core function, this initiative moves beyond traditional marketing, encouraging leaders to build trust, strengthen community relationships, and advocate for policies that benefit both residents and visitors. This focus will play a key role in enhancing the reputation of destination organisations, showing how tourism and advocacy are not only compatible but essential for sustained success. As a result, this initiative will bring destination leaders the tools, frameworks, and knowledge they need to turn insight into influence and vision into measurable community outcomes. The ultimate goal is to inspire destination professionals to lead with purpose and impact.

Destinations International Sets a Bold New Course for Advocacy and Social Impact

Destinations International’s new initiative underscores the growing importance of advocacy and social impact in shaping the future of destination leadership. According to the 2025 Destinations International DestinationNEXT Futures Study, advocacy has become the number one priority for destination leaders globally. As tourism continues to evolve, destination organisations must adopt proactive strategies to remain relevant, influential, and trusted in their communities. This comprehensive initiative integrates research, tools, and leadership development to equip destination professionals with the ability to inspire change, engage in impactful advocacy, and navigate challenges related to funding, policy, and public trust. Advocacy has shifted from a mere form of communication to a powerful leadership tool that shapes how destination organisations function and grow. DI’s roadmap for the future will provide leaders with the necessary resources to influence policies, engage residents, and show how tourism can contribute to broader community well-being.

The rise of advocacy as a central focus reflects broader shifts in the tourism industry. The 2025 DNEXT Futures Study revealed that 84% of destination organisations are now playing a leadership role in destination development, signalling a profound shift from traditional marketing towards a more holistic approach to community engagement and advocacy. Public trust and resident sentiment are now key performance indicators for destination organisations, replacing traditional metrics like “heads in beds.” This new focus on belonging, well-being, and shared prosperity reflects the growing need for destination organisations to be proactive in building relationships with both residents and visitors. By adopting a comprehensive advocacy strategy, destination organisations can more effectively promote the value of tourism, ensuring that their work contributes to the long-term resilience of their communities.

The Impact of Advocacy: Ensuring Sustainable Destination Leadership

The launch of the “Advocacy & Action” initiative is timely and necessary as destination organisations worldwide face increasing pressure to demonstrate their social impact. The rise of public trust as a core performance metric signals a change in how destination organisations must approach their work. Traditionally, success in the tourism industry was measured by visitor numbers, economic output, and hotel occupancy. However, as the DNEXT Futures Study shows, today’s leaders must also focus on factors like community well-being, local engagement, and long-term sustainability. Advocacy is at the heart of this shift, as it allows destination leaders to demonstrate how their work is creating value not just for tourists but for local residents as well.

The study highlights a critical warning for destination organisations: those without a strong advocacy strategy risk being reactive in the face of challenges related to funding, policy, and reputation. Without proactive leadership, these organisations may struggle to influence key decisions that affect their future. By emphasising advocacy, the “Advocacy & Action” initiative encourages destination professionals to shift from being mere promoters of tourism to becoming active agents of change in their communities. This strategic approach will ensure that destination organisations can address pressing issues, influence public policy, and safeguard the future of tourism in their regions. This emphasis on leadership and advocacy will create lasting partnerships with communities, reinforcing the importance of a shared vision for sustainable development.

The Inaugural Advocacy & Action Event: Uniting Two Powerful Summits

One of the key highlights of the “Advocacy & Action” initiative is the creation of a landmark event: Advocacy & Action: The Destination Impact Event. Set to take place in Ottawa, Ontario, from October 20–22, 2026, this event will unite two of Destinations International’s most influential gatherings — the Advocacy Summit and Thrive: The Community Vitality Summit. This new format will combine the best elements of both events, creating an immersive experience that explores how advocacy and social impact intersect to drive community growth, prosperity, and resilience. The event promises to be a global platform for collaboration, offering destination professionals the opportunity to learn, network, and engage with industry leaders and experts from around the world.

At the event, participants will have the option to choose between two specialised learning tracks: Social Impact & Professional Growth and Advocacy Leadership. These tracks will allow attendees to dive deep into key areas of advocacy, leadership development, and social impact, providing them with the tools and strategies they need to lead purposefully in their communities. Joint sessions will also be held to explore how advocacy and impact work together to create The Destination Effect — a term used by DI to describe the positive transformation that occurs when destination organisations successfully integrate advocacy into their operations. This groundbreaking event will offer destination leaders an unparalleled opportunity to engage with thought leaders, collaborate on best practices, and shape the future of destination leadership.

The Advocacy & Action Initiative: Shaping the Future of Destination Leadership

The launch of the “Advocacy & Action” initiative and the upcoming Advocacy & Action: The Destination Impact Event in 2026 represents a significant step forward for destination organisations. By focusing on advocacy and social impact, Destinations International is encouraging its members to take a more proactive role in shaping the future of their communities. This initiative is designed to provide destination leaders with the tools, resources, and support they need to turn their vision into reality. As the tourism industry continues to evolve, the ability to advocate effectively and create positive social change will be crucial to the success of destination organisations.

With a clear strategic roadmap and a focus on advocacy as a core function of destination leadership, the “Advocacy & Action” initiative will help destination professionals navigate the challenges of today’s tourism landscape. By emphasising the importance of community engagement, policy influence, and public trust, this initiative will ensure that destination organisations remain relevant, trusted, and impactful in the years to come. As the industry moves forward, the “Advocacy & Action” initiative will play a pivotal role in shaping the future of tourism, demonstrating how destination organisations can drive economic growth, social well-being, and long-term community vitality.

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