Convention and visitor bureaux (CVBs) – responsible for winning
conference business for countries and cities – should be seen as ‘an essential
public good’, it was claimed.
Rather than being categorised as sales and marketing
organisations, CVBs should be recognised as ‘catalysts for community vitality’,
delegates to Destination International’s 2024 Advocacy Summit, held in Rio
Grande, Puerto Rico, October 22-24, were told.
The conference – theme “The Advocate as Catalyst” – gathered
750 destination leaders and explored a range of topics, including the record
number of elections taking place around the world in 2024 and 2025 and their
potential impact on the travel industry.
More broadly, the summit continued DI’s work to build
awareness that the days when destination organisations were measured primarily
on number of visitors or ‘heads in beds’ is over and destination promotion
today must be regarded as essential to a community's vitality, 'on par with education,
healthcare, emergency response, utilities and other public services'.
“Destination organisations are redesigning themselves to be
both visitor and resident facing organizations with community-wide social goals
alongside traditional sales and marketing goals,” said Jack Johnson, DI Chief
Advocacy Officer.
“In today’s
globalized competitive environment, they are an essential community asset
responsible for programs that promote their community as an attractive travel
destination and enhance its image as a dynamic place to visit, live, work and
invest. What makes these organizations essential is their unique destination
knowledge, brand management savvy and promotional expertise – all of which not
only attract visitors but contribute to a community’s social and economic
vitality.”
At the summit, DI elaborated on its latest industry brief, A
Catalyst for Community Vitality: Defining the 21st Century Destination
Organization, which more clearly defines the 21st century destination
organization through the lens of purpose, mission and impact.
The brief is intended for destination organisation leaders
as well as elected officials, public policy experts and media who are involved
in the travel and tourism sector and is available on the new
Destination Effect website, created by DI in partnership with Tempest, as an
open resource to educate key stakeholders on the important role of destination
organisations.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
