Destinations International Launches Community Engagement Guide

New resource provides six strategies for destination organizations to strengthen local relationships and demonstrate measurable impact

By Sarah Mitchell · Published Fri, 24 Apr 2026 23:41:50 GMT · Updated Fri, 24 Apr 2026 23:41:50 GMT

Destinations International has released a new guide providing six strategies for destination organizations to strengthen community relationships. The resource addresses evolving expectations for tourism organizations to serve as community connectors beyond traditional promotion roles.

Expanding Role Beyond Tourism Promotion

Destinations International has released 'The Destination Professional's Guide to Community Engagement,' a free resource addressing the evolving expectations facing destination organizations worldwide. The guide provides six practical strategies to help destination leaders build stronger relationships with residents and stakeholders while demonstrating measurable community impact.

"The role of destination organizations continues to evolve, and community engagement is no longer optional," said Don Welsh, president & CEO of Destinations International. "This guide provides a clear roadmap for helping destinations build stronger relationships, foster transparency and ensure tourism supports long-term community priorities."

Research-Based Framework

The resource draws from findings in the 2025 DestinationNEXT Futures Study and input from DI's Community Connection Professional Task Force. According to the organization, destination management organizations are increasingly expanding their role beyond promotion to serve as connectors, collaborators and stewards of place.

The guide outlines six core strategies: defining community engagement within organizations and aligning internal teams; educating residents and officials on tourism's economic role; boosting resident pride through storytelling and cultural celebration; addressing negative perceptions with transparency and dialogue; integrating community service into tourism events; and measuring engagement success using clear metrics.

Practical Implementation Focus

Jennifer Christie, CTA, Director of Marketing at Visit Loudoun and co-chair of the 2025 Community Connection Professional Task Force, emphasized the practical approach: "True community engagement requires listening, collaboration and accountability. This guide provides a practical framework destination professionals can implement to strengthen local relationships and build long-term trust."

Tony Snell Rodriguez, Director of Community Engagement and Inclusion at Visit Milwaukee and co-chair of the Task Force, added: "Community engagement is ongoing work. With shared language, smart strategies and clear metrics, we can ensure tourism supports residents, local businesses and broader community priorities."

Industry Resource Availability

The guide translates global research into adaptable strategies designed for destinations of all sizes and geographies. Destinations International, which represents over 10,000 members and partners from more than 770 destinations worldwide, has made the resource available as a free download at destinationsinternational.org/community-engagement-guide.

Based on reporting by Exhibitor Magazine. Read the original article.