Media Contact: 
Tim Smith 
tsmith@destinationsinternational.org
1.425.577.4499

Washington, D.C., USA (July 10, 2024) – Destinations International (DI), the world’s leading resource for destination organizations, convention and visitors bureaus (CVBs), and tourism boards, has opened registration for its three remaining major events in 2024: the Advocacy Summit, which will take place in Rio Grande, Puerto Rico, from October 22-24; and the Social Inclusion Summit and Business Operations Summit, which both will take place in Spokane, Washington, October 28-30.  

Destinations International continues to provide training and development specially designed to help destination organizations anticipate transformation and thrive in a continually evolving environment. Each summit will look at current challenges and opportunities and offer the opportunity to explore, learn, and network among industry peers. Attendees will benefit from comprehensive sessions that address the most pressing issues facing the sector today, from enhancing stakeholder engagement and impactful advocacy, to advancing social inclusion, to embracing advancements in technology and innovation in business operations.

“Destinations International is committed to providing our members with the essential information they need to help their organizations and communities thrive,” said Don Welsh, president and CEO of Destinations International. “Our outstanding fall summits focus on the most pressing and timely issues facing destination organizations today and offer an unprecedented opportunity to learn from experts and network with peers. I’m confident that attendees will leave each summit with new insights and actionable strategies to take back to their organizations.”

Summit overviews:

2024 Advocacy Summit (Rio Grande, Puerto Rico – October 22-24, 2024) 
Under the theme “Advocate as Catalyst,” the summit will help destination organizations better serve as essential community assets promoting the local community as an attractive travel destination while also enhancing its public image as a dynamic place live and work. Through interactive discussions, case studies and practical exercises, attendees will develop skills, identify tools and gain knowledge to support powerful advocacy. This year, the event offers three immersive workshops to explore the rich Taíno heritage of Puerto Rico; survey the intersection of ecotourism and conservation against the unique backdrop of El Yunque National Forest, the only tropical rainforest in the U.S. National Forest System; and learn about the development of eco-cultural tourism attractions at Carabali Rainforest Adventure Park. 
(Click here for more information and to register)

2024 Social Inclusion Summit (Spokane, Washington – October 28-30, 2024)
The summit offers a series of impactful sessions and immersive experiences designed to engage community partnerships and create a welcoming environment where people of all abilities and backgrounds feel welcome, valued and understood. Through a lens of accountability, attendees will learn actionable strategies to deepen community relationships and enhance workplace culture, ultimately creating welcoming experiences for visitors. Sessions include: Fostering Community Connections for Impact; Advocacy Strategies for Engaging Local Government; and Establishing Accountability in Social Inclusion. This summit is for leaders of all abilities and backgrounds who specialize in, or have an interest in, community engagement, human resources, culture development, marketing, and inclusion and belonging.
(Click here for more information and to register)

2024 Business Operations Summit (Spokane, Washington – October 28-30, 2024)
The Business Operations Summit is a cross-functional gathering of destination organization professionals in finance, human resources, operations and technology. This year’s summit will leverage the latest advancements in finance, digital platforms and talent management, offering valuable knowledge and practical solutions to help destination organization leaders navigate the complexities of modern business operations. Join us to explore how finance, technology, and HR can drive innovation and excellence in your organization.
(Click here for more information and to register)

Please check destinationsinternational.org for latest updates on these and all Destinations International events and information.

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About Destinations International 
Destinations International is the world’s largest and most trusted resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 7,500 members and partners from over 750 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.  
 

Destination Marketing might be the biggest humblebrag in the Hospitality Industry. DMOs are doing amazing things to connect our communities, expand the benefits of tourism, drive the economy, and create authentic experiences in the humblest way possible. That sense of selflessness and passion for creating better destinations is what makes this industry so incredible. Anyone who has even caught a glimpse of the recent Annual Convention would see how incredibly cool it is to be part of a DMO. The stories of the impact that we are making in our communities should be shouted from the mountaintops!

Interestingly, though, Tourism and Hospitality Management – where the power of a DMO is taught at the college level - is currently ranked as the 61st most popular major for students in the United States. Enrollment in collegiate hospitality management programs has seen a significant decline in the past ten years due to a lack of knowledge about our industry and the ability to tell our story about the impact we make every day. Recently, HSMAI surveyed hospitality school deans and program directors and found that potential students perceive the field to be centered on hotels and F&B outlets with unstable career paths and positions that require long hours, low pay, and limited work-life balance. Further compounding the issue, the study revealed a lack of qualified faculty, limited connections to industry practitioners, and a lack of program support from ancillary departments like admissions and marketing. In other words, we need to do a better job telling the story of DMOs' impact on attracting new talent into the industry.

I have the opportunity to regularly participate in student recruitment efforts at my institution, where I meet with college-bound families or visit high school programs, and the most common question I get is, “What are the jobs in tourism?” While I have become quite adept at pitching non-linear career paths, I try to counter this question by asking the students what they want in a job. Aside from making money, I hear students seek meaning in their work. Our industry can provide exactly that and help to reshape the narrative around Tourism and Hospitality Management as a field of study. While thoroughly pitching the pillars of sustainable tourism to a high school student in 30 seconds might be a stretch, students gravitate towards concepts like community development, place branding, cultural preservation, and supporting locals. Sustainability is already on their minds, and we have an amazing opportunity to show students how they can translate their way of thinking into a remarkable career path. I’m hopeful that the incredible advocacy case studies discussed at the Annual Convention are only the tip of the iceberg and will inspire more students to find the meaning, satisfaction, and enjoyment that our industry offers.

With DMOs focusing more on community engagement and higher education and looking for more robust connection opportunities, there is the potential for incredible collaborations between organizations. With all the themes of this year’s Annual Convention in mind, here are four ways that I’ll be leveling up my curriculum this fall and how you can collaborate:

Embracing AI

Jason Swick, VP of Strategy & Insights from Simpleview, led off his presentation with a statistic that 66% of employers in our industry are now looking for AI skills on resumes. A common refrain throughout the week is that AI won’t replace jobs, but people who know how to use it will. By folding some AI basics into our tourism marketing courses, like prompt engineering, personalization of GPTs, and AI organization strategies, we can introduce the next generation of leaders to this technology so they can take it and run with it. This realm provides a variety of case study-based projects where DMO’s could partner with students to begin their AI journeys together.

Igniting Community Pride

We offer several modules in our program that explore the concepts of community-shared values and place branding frameworks, and, in theory, they work great. This fall, I’ll be pushing students to move these concepts further to develop strategies that engage the community and showcase the benefits of tourism. The Little Adventures program from Destin Fort Walton Beach, Florida, along with St. Peterburg’s “From Visitors with Love” campaign, are just two of many examples from the convention that make for impactful case studies connecting theory to practice. Leveraging local colleges to develop and deploy similar projects is a great way to support these valuable efforts that may not directly drive revenue.

Long-Term Strategic Planning

Inspired by the planning process discussed by Minneapolis, Japan, and Richmond, Canada, there is a need to better prepare students for thinking in the long term. Looking at the DNEXT trend data along with the pillars of community engagement, visitor engagement, partner support, and destination development, students can develop mock strategic plans that span 5-10 years for a destination. This type of exercise is a great way to develop a strategic mindset and raise the level of education students are receiving. Looking to higher education institutions as hubs of innovation could create alignment with strategic plans while engaging the student population.

Data-Driven Decision-making

As in all industries, understanding how to collect and interpret data is critical to decision-making. By connecting students to industry-developed survey instruments and data collection and analysis technologies, they can bridge the gap in understanding how DMOs drive community alignment, economic development, and brand strategies. Use college programs to help fuel research. Academics love qualitative and quantitative studies – there is excellent potential for collaboration on community perception studies to advance advocacy efforts.

Our industry is incredibly cool. As we think about workforce development and building a strong pipeline of talent to carry the torch of progress in the DMO space, collaboration with Colleges and Universities is a prime opportunity to explore. These institutions are full of eager students looking to make a difference in their careers, and DMO’s are a perfect place to do it. What better way to learn by doing than collaborating with a DMO to make the destination a better place for all. I encourage you all to reach out to your local institutions to find ways to engage students in your mission. By inspiring students with the tremendous work being done at DMOs across the world, we can redefine what earning a degree in Tourism and Hospitality Management means and inspire the next generation to make a difference in their communities through the power of tourism.

Industry Events Spark Career Vision for Students

Attending Destinations International’s Annual Convention for the first time in Tampa, Florida earlier this summer was both exciting and, to be honest, a bit intimidating. As a student stepping into a room filled with industry leaders and professionals, I couldn’t help but feel a sense of awe, and nerves. These were individuals who had already solidified their careers, shaping the future of destinations and tourism, while I was just beginning to imagine where my path might lead.

Despite the initial butterflies, the more I interacted with these professionals, the more I realized they weren’t just leaders in the industry - they were also mentors and advocates for the next generation. They were eager to share insights, listen to fresh perspectives, and offer advice. Days after the convention ended, I found myself reflecting on those conversations, replaying sessions in my mind, and seeing my future more clearly than ever.

As the days passed, I felt a bittersweet sense of closure because while the convention was over, I had a newfound excitement for what was to come. I kept thinking about my potential career, revisiting the ideas and discussions I’d experienced. These interactions shifted my mindset - I no longer felt like just a student. Watching the next class of 30 under 30, I could imagine myself on that stage one day, contributing to the industry. This realization boosted my confidence and solidified my commitment to pursuing a meaningful role in tourism.

Experience Enables Students to Shape and Commit to the Industry's Future

My experience at the Annual Convention was just one chapter in my broader journey with Destinations International. As a Professional Development intern, I’ve been involved in developing certificate programs, attending meetings with industry leaders, and contributing to event planning and content creation. These hands-on experiences have connected my course work to the real world, making my learning more authentic and relevant.

As I partake in this work, I am gaining confidence, not just in my current role, but also in how my skills align with the future of the industry. As more students like me combine work with academic study, we begin to understand how our contributions can drive industry trends, innovations, and solutions. This balanced approach of connecting practical experience with academics produces well-rounded professionals who are ready to enter the field and also to shape its future.

The travel and tourism industry thrives on adaptability and fresh ideas. Engaging students early ensures the next generation is prepared to embrace changes and push the industry forward. Internships and immersive learning are essential in developing professionals who are confident in their ability to lead in a rapidly evolving industry.

A Student’s Insights on Building the Next-Generation Workforce

From my perspective, building the future workforce is more than just filling roles - it’s about creating opportunities that allow students to fully involve themselves in the industry. DMOs and other industry leaders should focus on establishing personal connections through internships, shadowing, and professional development programs. These experiences create a sense of belonging and purpose, showing students how our work is actually valued. Workforce development isn’t just a marketing campaign - it’s about creating genuine, lasting relationships that inspire growth and passion.

Mentorship is a crucial element in building a successful workforce. Passing on knowledge is important, but sharing enthusiasm for the industry is just as impactful. When mentors invest in students, they don’t just develop our skills - they also create a sense of pride and purpose in our work. Simple engagements, like inviting students to industry events or allowing them to shadow professionals, can make a significant impact. These moments of inclusion provide insight into the industry and help us build connections with professionals who can guide and inspire us.

All in all, creating an environment where students feel valued and invested in is key to shaping the workforce of the future. Both students and industry professionals must be committed to this process. When students feel respected as contributors, we become more confident and motivated to shape our paths within the industry. The more engaged we are, the more we envision ourselves as future leaders, driving the travel and tourism landscape for years to come.

As we work toward building the next generation of tourism professionals, I encourage destination leaders to consider how they can actively support their growth. One impactful way is by sponsoring local students to take part in Destinations International’s upcoming Business Intelligence Certificate program. With courses in Sales, Services, and Marketing and Communications, this program will provide emerging professionals with key skills in business events, such as decision-making, risk mitigation, and strategic planning. By investing in future leaders now with opportunities in professional development, such as the Business Intelligence Certificate, you’re ensuring they have the necessary tools to contribute to this growing and thriving industry.