DI Unveils “Advocacy & Action” Initiative to Empower Purpose-Driven Destination Leadership

Destinations International (DI) has launched Advocacy & Action — a bold new initiative designed to harness the power of advocacy and social impact as twin forces shaping the future of destination leadership. The initiative was announced at DI’s recent Advocacy Summit and Thrive: The Community Vitality Summit. 

Rooted in DI’s new Advocacy & Action Strategic Roadmap (2025–2027) and informed by insights from the 2025 Destinations International DestinationNEXT Futures Study (“DNEXT Futures Study”), this powerful, forward-looking initiative empowers destination leaders to build stronger communities, influence policy and demonstrate the measurable value of tourism in driving economic vitality and social well-being for both residents and visitors. 

As part of the initiative, DI will convene its inaugural Advocacy & Action: The Destination Impact Event in Ottawa, Ontario, October 20–22, 2026. The event will unite and reimagine two of DI’s most dynamic gatherings — the Advocacy and Thrive Summits — into one powerful event dedicated to advancing purpose-driven destination leadership. 

“Advocacy & Action brings together the full spectrum of what destination organisations stand for — community resilience, brand stewardship, leadership and impact,” said Don Welsh, president & CEO of Destinations International. 

This initiative is about helping every destination professional turn insight into influence and vision into measurable community outcomes. We are not just promoting the work of destination organisations; we’re shaping their ability to continue to be catalysts in their communities.” 

DI defines advocacy as “the intentional practice of positioning destination organisations as essential leaders in advancing community vitality and growth.” The Advocacy & Action initiative turns that philosophy into practice, combining research, tools and leadership development to help members inform, influence and inspire change across their communities. 

The 2025 DNEXT Futures Study and subsequent report, The Advocacy Leadership Imperative, both produced with MMGY NextFactor and supported by the DI Foundation, underscores why this moment matters: 

• Advocacy has emerged as the #1 priority for destination leaders worldwide, with funding, trust and relevance all tied to community alignment and storytelling;
• 84% of destination organisations now play a leadership role in destination development, signaling a profound shift from marketing to management, engagement and advocacy;
• Public trust and resident sentiment are now core performance indicators, replacing traditional metrics such as “heads in beds” with measures of belonging, well-being and shared prosperity;
• The study warns that destination organisations without a strong advocacy strategy risk being reactive in the face of funding, policy and reputation challenges, reinforcing the need for proactive leadership and data-driven communication. 

“The DNEXT Futures Study reinforces what our members have long known: advocacy is not optional, it’s essential,” said Sophia Hyder Hock, Chief Impact Officer at Destinations International. “The Advocacy & Action initiative unites the social and economic impact of our work, ensuring that every destination organisation and destination professional has the frameworks, language and confidence to lead with purpose.” 
 

Advocacy & Action: The Destination Impact Event — Ottawa, Ontario | October 20–22, 2026 

The Advocacy & Action: Destination Impact Event 2026 will serve as the global platform for collaboration, inspiration and impact. Participants will have the option of selecting between two focused learning tracks, Social Impact & Professional Growth and Advocacy Leadership, while engaging in joint sessions that explore how advocacy and impact intersect to create what DI calls “The Destination Effect.” More details about the event will be announced in the coming months. 

“In uniting the Advocacy and Thrive Summits, we are not merging two events but bringing together two mindsets,” said Andreas Weissenborn, Vice President of Research and Advocacy at Destinations International. “Advocacy & Action is about the confluence of these two important disciplines to show how destination organisations drive progress, prosperity and pride for their communities.” 

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