The New Tourism Lexicon Rewriting Our Industry's Narrative Jack Johnson – November 8, 2018

The Ideology of Travel

Weaponization of Travel We account for 10.4% of the world’s GDP. We generate exports of $1.5 trillion annually. We create, directly or indirectly, work for 1 in 10 people around the globe. And within the last decade alone, 1 in 5 people have been put to work at jobs created in the Travel & Tourism sector. WTTC, Travel & Tourism Economic Impact 2018

“Although funding remains a constant challenge for destination marketing organizations, several leaders in the industry are learning that the key to a bigger budgets lies is measurement. The organizations that are much more prudent and demonstrate ROI are the ones that will continue to get funding.” - From Don Welsh, Choose Chicago

SMARInsights Political leaders are often inundated with ROI studies from multiple industries and sectors, diluting the impact of data from our industry. Politicians are beginning to understand the economic impact of tourism in communities, it’s the need for promotion that they continue to struggle with.

Leading the threat is the Koch brothers, their organizations lead by Americans for Prosperity, and the Heritage Foundation and their state network of organizations. Attack on VisitFlorida is the highest profile example.

“I don’t think policy makers struggle to understand the economic value of tourism. They struggle with understanding the additional value that a destination marketing organization brings to the industry.” Kevin Bowler Tourism New Zealand CEO

In today’s globalized, networked world, every place has to compete with every other place for its share of the world’s consumers, tourists, businesses, investment, capital, respect, and attention.

Communities who fail to invest in destination promotion will be left behind.

Public Good noun a commodity or service that is provided without profit to all members of a society, either by the government or a private individual or organization. the benefit or well- being of the public.

Public Good “We believe destination promotion is a public good for the benefit and well-being of all; an essential investment no community can afford to abate without causing detriment to the community’s future economic and social well-being.” ~ From Destinations International’s “Advocacy in the Face of Ideology”

The New Tourism Lexicon

Top 10 Most Vocal Governors on Tourism

Top Keywords When Mentioning Tourism by Party Frequency of terms mentioned in tourism statements Democrats Republicans Keyword Frequency jobs 186 community 184 industry 175 public 165 economy 164 Keyword Frequency tax 371 budget 329 funding 294 community 222 economy 221

If we are going to be successful in changing the narrative surrounding our industry, it starts with a values- based approach. That means talking to stakeholders in a manner that is simple and emotional, and connects their values to your organization.

Tourism Program People Community Work Local Support Provide Opportunity Need Public

Program Community Work Support Local Need People Provide Opportunity Economic Development Program Community Work Support Local Need People Provide Opportunity

Program Community Public Provide Work Support Local Need Opportunity Education & Teachers Program Community Public Provide Work Support Local Need Opportunity

Hospitals & Firefighters Public Community Program Work Provide Need Support Local

Neighborhoods & Downtown Community People Work Program Need Support Local Public Provide

Word Cloud of Community

Word Cloud of Opportunity

Word Cloud of Neighborhood

Transformation #3 Work #4 Program #6. People #12 Need #13 Community #19 Support

Key Words In The New Tourism Vocabulary Community Local Need Opportunity People Program Provide Public Support Work Key Words In The New Tourism Vocabulary

What Is A Destination Organization? “A destination marketing organization (DMO) or convention and visitors’ bureau (CVB) is an organization that promotes a town, city, region, or country in order to increase the number of visitors. It promotes the development and marketing of a destination, focusing on convention sales, tourism marketing, and services.” - Wikipedia

What Is A Destination Organization? "A destination organization is responsible for promoting a community as an attractive travel destination and enhancing its public image as a dynamic place to live and work. Through the impact of travel, they strengthen the economic position and provide opportunity for people in their community." ~ From Destinations International’s “The New Tourism Lexicon: Rewriting Our Industry’s Narrative”

Rules of Effective Language Keep It Simple. Say It. Repeat It. Say It Again. Provide Context Credibility Is As Important As Philosophy “Tourism Australia’s mission is to make Australia the most desirable destination on earth.” “Tourism Builds Community" Provide Context “Tourism Supports a More Sustainable Oregon.” Credibility Is As Important As Philosophy The Travel Oregon Forever Fund “provides residents and visitors to Oregon an opportunity to give back to projects that make Oregon a better place to live and travel.” Launched in 2012, the Forever Fund has raised more than $175,000 in support of 28 Forever Fund Projects in Oregon

The Value Argument for Destination Organizations Destination organizations are essential to our quality of life in our community.

The Value Argument for Destination Organizations Through the impact of travel, destination organizations create opportunity – economic, cultural and personal.

The Value Argument for Destination Organizations Destination organizations work to tell our community’s story, defend our brand and drive investment and opportunity in our neighborhoods.

The Value Argument for Destination Organizations Destination organizations work to improve the life of our families, our neighbors, and our community.

Tourism Builds Community. The Value Argument for Destination Organizations Tourism Builds Community.

Learn more & and get regular updates. Sign up to join the DESTINATION ALLIES PROGRAM at www.destinationsinternational.org

Thank You! jjohnson@destinationsinternational.org