Participants from around the world unite to advance destination advocacy, stakeholder engagement and community impact strategies
POTOMAC FALLS, Va., US – Destinations International (DI), the world’s leading association representing destination organizations, convention and visitors bureaus (CVBs) and tourism board on May 13 successfully launched its inaugural Virtual Advocacy Daya global event that brought together destination leaders, industry partners, policymakers and community stakeholders to strengthen advocacy efforts supporting the travel and tourism sector.
The first-ever event attracted more than 300 participants from destinations across North America, Europe and Asia, and reinforced the growing importance of advocacy as a core leadership function for destination organizations. Hosted as part of DI’s ongoing Advocacy & Action initiative, the virtual gathering focused on equipping attendees with practical tools, data and collaborative strategies to better communicate the value of destination organizations to residents, elected officials and business leaders.. The event was made available for free, and broad participation was encouraged to expand engagement beyond DI member organizations to their stakeholders and governing boards.
“This event demonstrated the tremendous global interest in elevating advocacy efforts across the destination sector,” said Don Welsh, president & CEO of Destinations International. “Participants engaged in meaningful discussions around funding, community alignment, workforce development, sustainability and destination stewardship. The conversations reinforced that advocacy is most effective when it is collaborative, proactive and rooted in community benefit.”
Featured sessions included “Evolving Expectations of Destination Leadership: Governance, Funding and Accountability,” “Impact Measurement and the Role of AI,” “Destination Storytelling and Community Connection,” and “Sustainable Funding and Shared Responsibility.” Speakers and contributors included Don Welsh, president & CEO of Destinations International; Sophia Hyder Hock, chief inclusion officer at DI; Andreas Weissenborn, chief strategy officer at DI; destination CEOs and advocacy leaders from across the industry; and representatives from public and private sector partner organizations.
Throughout the day, attendees participated in discussions centered on stakeholder alignment, community engagement, impact measurement and the expanding role of destination organizations as conveners and catalysts for economic and social progress. Participants also explored how advocacy strategies can evolve from reactive government affairs initiatives into continuous, organization-wide and community-supported efforts.
Advocacy
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Key takeaways from the event included:
- Advocacy must become a year-round organizational priority rather than a reactive effort tied only to funding or legislative issues.
- Destination organizations increasingly need data-driven storytelling that demonstrates community impact beyond visitor spending.
- Cross-sector partnerships among destination organizations, local governments, businesses and community groups are essential to long-term destination success.
- Artificial intelligence and emerging technologies are rapidly reshaping how destination organizations communicate impact, engage stakeholders and support decision-making.
- Workforce development and inclusive leadership remain central priorities for the future sustainability of the travel and tourism industry.
“Virtual Advocacy Day highlighted the importance of inclusive leadership and collaborative engagement in shaping the future of destination organizations,” said Sophia Hyder Hock, Chief Impact Officer of Destinations International. “Participants shared innovative ideas and practical solutions that will help destinations build stronger relationships with their communities and ensure tourism benefits are broadly understood and shared.”
Destinations International SVP of Advocacy & Research Andreas Weissenborn commented: “Advocacy today requires both strategic vision and operational alignment. One of the strongest outcomes from the event was the recognition that successful advocacy depends on bringing together diverse stakeholders around a shared understanding of destination value and community outcomes.”
The event was supported by the Destinations International Foundation and event partners Chase Travel, Civitas and Simpleview, a Granicus Company. Sessions will remain available on demand for registered participants, and additional advocacy resources will continue to be developed through DI’s Advocacy & Action platform.
A second Virtual Advocacy Day is planned for September 16, 2026.