In today’s challenging environment, where destination organizations face increasing scrutiny over their effectiveness, this session will focus exclusively on the transformative power of the Website Impact Calculator (WIC) as a vital tool for marketing efficiency and advocacy. By harnessing the insights from WIC, destination organizations can demonstrate their significant contributions to local economies and community well-being through compelling, data-driven narratives. We will highlight three impactful case studies to illustrate the effectiveness of the WIC: Grand Rapids TikTok Campaign, Overland Park's Margarita Wars, and Grand Junction's PR Strategy. By the end of this session, attendees will gain actionable insights on using WIC to advocate for their organizations, ensuring that the vital impact of destination organizations is recognized and valued in these critical times. Don’t miss this opportunity to learn how to effectively communicate your destination organization’s success stories through the lens of the Website Impact Calculator.

How are destinations turning accessibility strategies into measurable impact? In this webinar, you’ll explore how destination organizations are bringing the Accessibility Playbook and its AI companion to life by creating real change across their communities and visitor experiences. Through real-world examples, you’ll see how destinations are: • Building accessible initiatives that meet travelers’ diverse needs and expectations. • Curating relevant guidance to engage stakeholders, partners, and city leaders in accessibility goals. • Positioning themselves as trusted subject matter experts who champion accessible travel and community connection. Whether you’re just beginning to dip your toe into accessibility or looking to elevate your efforts, this session will provide inspiration, best practices, and next-step guidance to help your destination move from playbook to practice, and make accessibility part of your destination’s DNA.

Destinations International is proud to announce the release of the 2025 Tourism Lexicons, reaffirming our shared belief that destination promotion is a common good that strengthens communities, economies, and the collective well-being of residents and visitors. The 2025 editions include updated Tourism Lexicons for the United States, Canada, French Canada, Australia, and the United Kingdom, along with the 2025 Welcoming Lexicon and the 2025 Social Impact Lexicons for the United States, Canada, and French Canada. Each has been carefully developed to reflect regional perspectives, evolving public sentiment, and the language that resonates most with policymakers, community leaders, and residents. These lexicons serve as tools to inspire a more unified and informed narrative, helping destination leaders speak with clarity, empathy, and purpose about tourism’s essential role as a driver of community vitality and shared prosperity. By aligning our words, we strengthen our advocacy and reinforce the understanding that when destinations thrive, communities thrive.

With up to five generations in today’s workforce, destination organizations face both challenges and opportunities in creating inclusive, productive, and engaged teams. Originally presented at the 2025 BizOps Summit, this virtual session dives into the dynamics of generational differences—how values, communication styles, and workplace expectations vary—and what that means as we seek purpose and belonging in our work. From recruitment and retention to feedback and flexibility, we’ll explore generational nuances and practical strategies that harness the strengths of a diverse team. This Virtual Roundtable is hosted by Destinations International's Social Impact Committee. Please come prepared with cameras on, ready to participate in dialogue. Important Note: This opportunity is only available for Destinations International members. This session will be recorded, and the recording will be provided to all registrants.