Destinations International Launches First-Ever Global Virtual Advocacy Day

Destinations International (DI) today announced its inaugural Virtual Advocacy Day, a first-of-its-kind global event taking place on May 13, 2026. The initiative aims to redefine how the industry approaches advocacy by bringing together destination leaders, board members, public officials, private sector partners and community stakeholders in a dynamic, interactive experience spanning multiple global time zones.

The Virtual Advocacy Day marks a significant evolution in how advocacy is understood and practiced across the destination sector. Rather than focusing solely on government relations, the programme expands advocacy into a shared responsibility, engaging boards, businesses, community voices and internal teams in supporting long-term destination success. The initiative is supported by the Destinations International Foundation.

“Advocacy today must reflect the complexity and importance of the role destination organisations play in their communities,” said Don Welsh, president & CEO of Destinations International. “This initiative equips a broader network of stakeholders with the understanding, tools and confidence to champion the value of destination organisation not just in economic terms, but in how they contribute to community well-being and stewardship.”

A global, action-driven experience

Structured as a full-day virtual programme, the Virtual Advocacy Day will guide participants through a journey from awareness to action, offering practical insights and real-world examples that can be immediately applied within their own destinations.

Key sessions will explore:

• Evolving expectations of destination leadership, including governance, funding and accountability
• Stakeholder understanding of modern destination organisations, with insights from industry and global partners
• Impact measurement and the role of AI, expanding the conversation beyond economic impact to include community outcomes
• Public and private sector alignment, highlighting how collaboration drives stronger results
• Advocacy planning with boards, including a working session to develop actionable frameworks
• Destination storytelling and community connection, showcasing case studies from leading destinations
• Sustainable funding and shared responsibility, reinforcing advocacy as a collective effort

The programme will feature contributions from DI staff as well as a diverse range of partners and thought leaders, including global industry experts, destination CEOs and cross-sector collaborators, ensuring a broad and practical perspective on today’s advocacy challenges and opportunities.

Designed for the entire destination ecosystem

The Virtual Advocacy Day is intentionally designed to bring together a wide range of stakeholders, from destination organisation executives and board members to elected officials, hospitality partners and community leaders. By fostering shared understanding, the event aims to strengthen alignment and enable more effective cross-sector collaboration.

Participants are encouraged to engage as teams and invite local stakeholders, with destinations able to create local “watch experiences” or host in-person gatherings to enhance discussion and real-time application.

From moment to movement

The ultimate goal of DI’s Virtual Advocacy Day is to transform advocacy from a periodic activity into an ongoing, embedded function across destination leadership, partnerships and community engagement.

By the end of the event, participants will leave with:

• A clearer understanding of the evolving role and value of destination organisations
• Practical tools and language to advocate effectively within their communities
• A stronger sense of shared responsibility for destination success

“This global Virtual Advocacy Day is about shifting mindsets,” added Welsh. “When advocacy becomes a shared, continuous effort supported by data, storytelling and collaboration, we strengthen not only our organisations but the communities we serve.”
 

Registration details and additional information are available here