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A YEAR OF PROGRESS

ANNUAL REPORT

It has been an exciting and innovative year for our Association in 2017. In July, we officially rebranded to Destinations International and have been driven by our vision, mission and value proposition.

Among the long list of 2017’s accomplishments, we executed 11 professional development summits and learning opportunities, in addition to our Annual Convention, and significantly revised our educational strategy to target individuals of all stages of their careers.

We launched the new online Member Forum for our members to connect globally to share ideas, assembled a Rapid Response Team of industry experts who are ready to activate quickly to assist members facing a crisis in their destination, and increased engagement with all member sectors including international and small destination organizations.

We continue to investigate the most effective ways to provide our members with the maximum return on their investment and time. The Destinations International staff and Board of Directors have remained highly focused on moving the organization forward and positioning the Association for a very bright future. We’ve never been better positioned to be able to provide the services, education and community that our industry needs to get stronger.

With the help of our Board of Directors and dedicated volunteers, we look forward to continuing to build on 2017’s momentum in 2018 and beyond.

Sincerely,

4 DESTINATIONS INTERNATIONAL 2017 ANNUAL REPORT

FROM THE BOARD CHAIRS

Gary Sherwin, CDME Board Chair, 2016-2017 President & CEO Newport Beach & Company

Tammy Blount, FCDME Board Chair, 2017-2018 President & CEO Monterey County Convention & Visitors Bureau

I want to take this opportunity on behalf of our Board of Directors and the entire team, to thank you for your ongoing commitment and support of our industry.

This past year marked a very important yet challenging year for our organization, but our team stayed committed to accomplishing many of the projects we discussed and put in place in 2016. In 2017, we rebranded as Destinations International and with it, unveiled our key drivers as an Association: our new vision, mission and value proposition.

We also set in place a new strategic direction and four new core pillars: Community, Advocacy, Research and Education. Each of these pillars have driven us to set new goals for ourselves in 2018 with a new Member Forum to connect our members around the globe, advocacy initiatives that empower destinations big and small, research studies that define trends and prepare destinations for what is on the horizon, and educational opportunities that elevate our industry leaders.

The Destinations International Foundation set in place new initiatives in 2017, which included the hiring of a new research position to keep our industry leaders abreast of what is next in our industry with research and data. The Foundation continues to support the Association through educational opportunities that propel both our current and future leaders in the industry.

Again, we are grateful for your continued support and commitment to Destinations International. The 2017 Annual Report is just a summary of the many accomplishments we have made together with our members’ support. Your work has never been more critical with growing and protecting your local destination’s business, reputation, economic impact and jobs. We stand ready to support you in any way we can.

We look forward to continuing to build upon our successes in 2018 and beyond.

Sincerely,

Sincerely,

Don Welsh President & CEO Destinations International

5DESTINATIONS INTERNATIONAL 2017 ANNUAL REPORT

FROM THE PRESIDENT AND CEO

As part of the 2017 strategic planning process, the senior management team reviewed the existing vision and mission for Destinations International. The process included a competitive review of the Association within the industry, interviews with key stakeholders and a collection of feedback directly from our members. After careful consideration, the below vision, mission and value proposition were finalized to guide the strategic direction for Destinations International in 2017 and beyond.

WHAT DRIVES DESTINATIONS INTERNATIONAL

Vision Our members are essential to the success of destinations worldwide.

Mission We empower our members so that their destinations excel.

Value Proposition We inform, connect, inspire and educate our members to drive destination economic impact, job creation, community sustainability and quality of life through travel.

OUR FOUR CORNERSTONES

Community Destinations International is a hub connecting associations and industries to create trusted partnerships invaluable to our members.

Advocacy Destinations International is the collective voice of destination organizations empowering destinations on issues big and small.

Research Destinations International is obsessed with uncovering what’s next for destination management through forward-focused research and relevant data.

Education Destinations International is the definitive resource for professional development and destination management.

DESTINATIONS INTERNATIONAL


2017 Strategic Goals1 INDUSTRY ADVOCACY

LEADERSHIP Become the recognized advocate for the destination marketing and management industry.

2 INTERNATIONAL IMPACT Expand Destinations International’s global footprint to grow membership, non-dues revenue and impact.

3 STRATEGIC PARTNERSHIPS Transform Destinations International’s partnership business model to create beneficial solutions for destination organizations and partners.

4 NEXT GENERATION PROFESSIONAL DEVELOPMENT Become the premier source for destination marketing and management education and professional development.


2017 STRATEGIES AND INITIATIVES

ADVOCACY AND RESEARCH

Create an online Research Library of research reports, presentations and industry resources.

In collaboration with the Foundation, facilitate destination organization related research to author reports on relevant topics for Association membership.

Host an inaugural Advocacy Summit designed to advance the field of destination organization advocacy and best practices.

Launch a destination organization Advocate Toolbox to serve as a resource for members.

Draft and propose 2017 Public Policy Principles.

Launch destination organization Advocate Amplifier Project to “amplify” the efforts of the local CVB to officials, business/civic leaders, thought leaders and the media.

In 2017, the Destinations International team developed a series of strategic initiatives that laid out a path to build a framework to address the overall goals for the Association. The following summarizes what was accomplished in 2017 and ongoing initiatives that will continue into 2018.

completed =

ongoing in 2018 =



EMPOWERMINT AND EIC

Increase subscription revenue by 4% for empowerMINT.com.

Increase subscription revenue by 39% for the Event Impact Calculator.

Develop and launch the Overnight Room Demand Analyzer (ORDA) and give CVBs a consistent methodology to quantify the total room demand of their events.

Add to the CVB body of knowledge through the Convention Sales and Marketing Practices Study and give participating CVBs access to the results through the Convention Sales Data Portal (CSDP), hosted on the MINT database.

Lead the next generation of empowerMINT by exploring new options that will benefit the CVB industry and exploit the opportunities of aggregated destination content for the meetings market.

DESTINATION PRODUCTS

Advance DestinationNEXT product by completing a new Futures Study on key industry trends and best practices.

Elevate the Destination Marketing Accreditation Program (DMAP) to further define standards in destination marketing and management.

Develop and launch DestinationFIRST product to provide destinations with guidance to form or further establish a new CVB or Tourism Board.

Develop and launch Destination Tools to collectively align, brand and market a suite of “best practice” destination products that support DMAP and DestinationNEXT product models.



GLOBAL DEVELOPMENT

Implement targeted strategies to grow international membership base and revenue.

Align products and events for the international marketplace.

Target and prioritize international trade shows and events to position and drive awareness of the Association.

Conduct research to establish key international industry trends and best practices.

Actively recruit international thought leadership on key Association committees and board of directors.

Facilitate peer-to-peer learning and networking opportunities for both domestic and international Tourism Boards and CVBs to share and exchange best practices.

MARKETING AND COMMUNICATIONS

Implement a value proposition across organization, products, programs and services.

Implement a brand strategy across the Association and Foundation, including products, programs and services.

Develop and implement domestic and international communications strategy to maintain and establish the Association as the authoritative voice for the destination marketing and management industry.

Facilitate thought leadership through the Marketing and Technology Committee.

Redesign and launch a new website.

Facilitate and collaborate on market research to identify trends and necessary data to support the needs of the broader destination marketing and management industry.

completed =

ongoing in 2018 =


EDUCATIONAL DEVELOPMENT AND MEETINGS

Establish the Annual Convention as the “must-attend” event of the year through building peer-curated content and creating educational tracks that target specific segments within the destination marketing and management community.

Establish an endless staircase of professional development for the CVB professional to provide an educational path from entry level to CEO leadership.

Redesign Destination Showcase to better meet the needs of Association members and the changing marketplace of D.C.-based, planner-focused industry events.

Provide segmented and fast-response educational opportunities throughout the year to address the needs of all membership levels.

MEMBERSHIP AND PARTNERSHIP

Develop and implement a redesigned member dues model over 2017 and 2018 that creates the highest level of value and relevance for CVB stakeholders.

Implement targeted strategies to grow domestic and international destination organization member base focused on U.S., Canada, Mexico, Latin America and Europe.

Lead implementation of a member-centric culture, with meaningful and powerful engagement between the Association, its members and partners to deliver the highest level of quality, relevance and value.

Expand and enhance corporate and industry partnerships across the Association and Foundation, while also significantly increasing the level of engagement between business partners and destination organization members.



Association Revenue and ExpensesIn 2017, Destinations International worked to address the significant financial challenges that

were exacerbated from lawsuits, legal fees and other previous debt management. The losses

in both 2016 and 2017, can be tied directly to these events. Outside of these events, both

years would have been “profitable.” Additionally, the Destinations International Foundation

Board made a strategic decision in 2017 to utilize reserve funds to make strategic investments

in critical research and educational programs. This loss was expected and was a planned

expenditure.

What has not been widely reported is the other side of the story. Revenues for the

Association have grown almost 20 percent since 2016. There has been unprecedented

support for the reenergized educational programs (14% growth), continued support for

membership (12% growth), and empowerMINT (14% growth). Additionally, there has been

exponential growth of innovative industry products such as DestinationNext (645% growth)

and the Event Impact Calculator (85% growth).

Under the leadership of the Board of Directors, it was imperative to make strategic financial

adjustments immediately rather than let the debt continue. With that in mind, the Board of

Directors and the Fundraising Taskforce unanimously voted to support a mid-year member

dues adjustment in 2017 to help in rebuilding the financial health of the organization.

The Board of Directors and the senior management team have been working closely with the

past and current Finance Committee Chairs and the Executive Committee in every financial

strategic decision since the new CEO arrived in March 2016. While the legal challenges of the

last two years, coupled with previous years of growing deficits, have created cash flow issues,

the leadership has addressed these issues and is looking forward to a future of financial

stability so that Destinations International can continue to build upon delivering what our

members want, need and are willing to support, and guarantee better financial and debt

management in 2018 and beyond to move the organization forward.

*Please note, these numbers are unaudited and are expected to change


TOTAL REVENUE

$9,187,411TOTAL EXPENSES

$9,923,846

2017 Association Revenue

and Expenses*

216920_report.indd 12 3/5/18 10:13 AM

Destinations International is a hub connecting associations and industries to create trusted partnerships invaluable to our members.

COMMUNITY


DMAI is Now... Destinations InternationalOne of the highlights of 2017 was the introduction of our new name and brand, Destinations International.

In July 2017 during our Annual Convention in Montréal, Destination Marketing Association International became Destinations International, and the Destination & Travel Foundation became the Destinations International Foundation. This rebrand was made possible through a collaborative eight-month rebrand process with Miles Partnership.


COMMUNITY

“Our new name, Destinations International, reflects the new reality that we are so much more than just marketers of our destinations. We are destination architects, advocates and brand leaders, and our new name truly reflects our more broad and engaging mandate to serve our cities as economic generators.”

— Gary Sherwin, CDME, President & CEO, Newport Beach & Company

Q. Why partner with Destinations International? A. The chance to partner with the Destinations International team was an opportunity our agency jumped at. Our industry is evolving. The new leadership at Destinations International is a representation of the new leadership across our industry. We wanted to be a part of that new leadership and a part of helping our industry grow.

Q. What was the biggest challenge of the rebrand? A. Change is hard in any environment. With so much change happening at Destinations International, however, it became imperative that our industry stakeholders understood that we weren’t rebranding just to change. We were rebranding because it was necessary for our industry and the organization to evolve.

We started the process by defining the brand pillars. This kept us focused on ensuring that industry needs were top of mind throughout the process. It also reinforced to our industry stakeholders that the organization needed a brand platform to help better communicate and deliver on those industry needs. Again, we weren’t rebranding just to change, but rather because it was necessary for the organization’s success moving forward.

Q. What was the greatest sense of accomplishment for the rebrand? A. My greatest sense of accomplishment came when the Destinations International team received a standing ovation after the brand was revealed at the 2017 CEO Summit in Nashville. Their leadership, vision and drive is why the new Destinations International brand exists today and why it has been universally embraced by our industry.

Q&A WITH JAY SALYERSSenior Vice President,

Miles Partnership

REBRANDING DMAI


688TOTAL MEMBER

ORGANIZATIONS

575TOTAL DESTINATION

MEMBERS

6,175 TOTAL PROFESSIONAL MEMBERS

105TOTAL BUSINESS

MEMBERS AND PARTNERS

8TOTAL INDUSTRY

PARTNERS

OUR COMMUNITY

“We believe strongly in the underlying principles and goals of Destinations International — education, advocacy, community and research. Today, the challenges of managing and representing a destination is increasingly complex with a variety of political, social, and membership challenges needing to be addressed in order to assure the economic growth of travel and tourism. The complexity of the job demands the advocacy, research and education from a strong association such as Destinations International to help successfully promote and grow their communities. We are committed to the success and growth of global destinations to promote travel, tourism and group meetings around the world.”

— Tom Kemp, Chairman and Chief Executive Officer, Northstar Travel Group


COMMUNITY

› Aruba Tourism Authority

› Ascension Parish Tourism Commission

› Banff & Lake Louise Tourism Bureau

› Block Island Tourism Council

› Business Events Sydney

› Cannon Beach Chamber of Commerce and Visitors Center

› Central Oregon Visitors Association

› City of New Bedford Office of Tourism & Marketing/Destination New Bedford

› Daphne Convention & Visitors Bureau

› DeKalb County Convention & Visitors Bureau

› Delaware River Towns Chamber & Visitors Bureau

› Delaware Tourism Office

› Destination Canada

› DuPage Convention & Visitors Bureau

› Elizabeth Destination Marketing Organization

› Hudson County Tourism

› Lebanon Tourist & Convention Commission

› Mooresville Convention & Visitors Bureau

› Nassau Paradise Island Promotion Board

› New Jersey Division of Travel & Tourism

› Northwest Territories Tourism, Canada

› Twin Cities Gateway

› Visit Bastrop

› Visit Fairmont

› Visit Greater St. Cloud

› Visit Mason City

› Yosemite Mariposa County Tourism Bureau

New Destination Members

27 › Academy Street Collaborations

› Amadeus North America › Ampsy › Association Forum of Chicagoland

› Booking.com (USA) Inc. › CityPass › James Beard Foundation › Lamar Media Corp. › MacGillivray Freeman Films › Mediassociates › National Tour Association (NTA)

› R4 Communication Strategies Inc.

› Reservations.com › Resiada › Roadtrippers, Inc. › Root Reservations, LLC (RootRez)

› Stamp Destination Marketing › Strategic Database Research, Inc.

› Venture Marketing

New Business Members and Industry Partners

19

SOCIAL MEDIA ENGAGEMENT

Twitter

Facebook

361,392 total

impressions

12,491 total post

engagements

total followers

9,771

total fans

29,101

FOLLOWERS

2,329

TOTAL IMPRESSIONS

4,487,882

LinkedIn


New Online Member Forum Launched!In October 2017, Destinations International launched the much-anticipated online Member Forum. The forum is the next generation of the Association’s previous member forum, myDMAI, and was designed to meet the needs of the organization’s 600+ members. Destinations International members can log into the Member Forum and participate in discussions, take polls, ask questions, share files, and stay connected with peers through private messaging, mentions and social interactions.

OCT2017

Launched in October

2017

359 New Users

Since Launch

84 New

Discussions


COMMUNITY

9,140 Page Views

“Destinations International has reemerged as a key partner in TripAdvisor’s service to destination organizations. From topical educational offerings to quality networking, Destinations International allows us to remain current on the most pressing issues impacting destination organizations, so we can strengthen our work together.”

— Steven Paganelli, CDME, Head of Destination Marketing, Americas, TripAdvisor


Destination Organizations Big and SmallIn 2017, it was critical for Destinations International to address the varying needs of all destination organization members. According to the 2017 Organizational and Financial Profile Study, the median operating budget for destination organizations is just over $3.2M, 93 percent rely on public funding sources and on average have 15 full-time employees. Under the direction of the Small Destination Organization Taskforce, challenges and opportunities were prioritized within the 2017 strategic initiatives for Destinations International.


COMMUNITY

$3.2MMEDIAN

OPERATING BUDGET

93% of destination organizations rely on public

funding sources

93AVERAGE

NUMBER OF EMPLOYEES

15

Q. What’s important to the small destination organization community? A. Small destination organizations would like to feel like valued members of Destinations International with speakers at events that are from other small destination organizations, representation on the board of directors, and affordable

access to the great research and programs offered by Destinations International.

Q. What are your goals for the taskforce? A. The taskforce is working with Destinations International staff to ensure that recommendations are carried out as possible and to make further recommendations as needed. The group is also very invested in seeing the membership grow in this category and would like to assist in this process. We are also trying to partner with regional tourism associations to add valuable training opportunities at a more local level, as travel is often difficult for destination organizations with limited resources.

Q. What has been accomplished in 2017? A. The taskforce was formed in 2017 and was able to meet approximately six times by phone and once in person. We created a report for the Destinations International Board of Directors and presented at the July board meetings in Montréal. New membership categories and value-added packaging is also being instituted based on recommendations from the taskforce. Since the entry point for many members in this budget category is through the CDME program, we are bundling membership with a core class to entice new membership.

“Our team has benefited significantly from the improved education and membership offerings. Typically, we just send one person to the Annual Convention — in 2018 we will send three. Additionally, we have alternated years for the Finance Summit, but based on the content from this past year, we’ve decided to attend annually. We have a new level of confidence in the content and connections that are made at these events and have increased our investments accordingly.

Within days of the launch of the Member Forum, I benefited tremendously by gaining access to advocacy presentations and other discussions relevant to questions I’ve had. We’ve been working through the DMAP checklist for the past two years, which has helped elevate our organization’s effectiveness and perceived professionalism in the local community.

All that to say, we are a small, $1.3 million organization and feel the Destinations International team is making a real

impact.”

— Shauna Stewart, CEO,

Experience Olympia & Beyond

Q&A WITH MELYSSA LAUGHLIN

Executive Director, Visit Vacaville,

Chair, Small Destination Organization Taskforce

THE VALUE OF MEMBERSHIP


MEMORANDUM OF UNDERSTANDING WITH EUROPEAN CITIES MARKETING (ECM)In May 2017, Destinations International and European Cities Marketing (ECM) announced a Memorandum of Understanding to promote and deliver key research and educational resources to respective members while working together to build the value of each organization.

Through the partnership, several key projects will be initiated in the coming years. The first two activities included Destinations International’s DestinationNEXT program and the Annual ECM Summer School program.

“This collaborative agreement is positioning ECM as the organization improving the competitiveness and performance of cities and creating better city marketers through renowned tools in research or education. We are delighted to strengthen our ECM Summer School, with an American touch in the program to broaden the perspectives offered to the students, educate European destinations on trends in the North American market and outline ECM development in the Meetings Industry worldwide.”

— Bettina Bunge, ECM Vice-President for the Meetings Industry

One of our ongoing goals as an Association is to strategically expand international engagement with destinations, corporate partners and industry organizations to drive destination excellence and foster peer-to-peer learning globally.

A key component of our 2017 global development efforts was the restructuring of the Global Leadership Committee. The committee worked closely with Destinations International staff on its revised scope, advising the Association on strategic development, guiding international engagement and serving as ambassadors at industry events in key target markets

including Canada, Mexico, Europe and Latin America.

Key accomplishments in 2017 include the signing of Memorandums of Understanding (MOU’s) with European Cities Marketing (ECM) in May and Destination Marketing Association of Canada (DMAC) in July. During our Annual Convention in Montréal in July 2017, the Association held the first ever Spanish Immersion Program with attendees from both Mexico and Latin America.

We took our programs and products international with a new Canadian model of the Event Impact Calculator (EIC) and over nine Canadian destinations took advantage of DestinationNEXT.

Global Growth for Destinations International


COMMUNITY

GLOBAL LEADERSHIP COMMITTEE

› Chair: Tammy Blount, Monterey County CVB

› Jerad Bachar, Bahrain Economic Development Bureau

› Johanne Belanger, Tourism Toronto

› Ray Bloom, IMEX

› Karen Bolinger, Melbourne CVB

› Vail Brown, STR

› Craig Compagnone, MMGY

› Richard Cutting-Miller, Resonance Consultancy

› Ignasi de Delas, Barcelona Tourism

› Brad Dean, Visit Myrtle Beach

› Shalise DeMott, Northstar

› Amir Eylon, Longwoods

› Jason Fulvi, VisitPITTSBURGH

› Ana Maria Gallego, Medellín Convention Bureau

› Dave Gazely, Tourism Vancouver

› Michael Goldsmith, Las Vegas CVA

› Victoria Isley, Bermuda Tourism Authority

› Rob Jackson, Houston First

› Kevin Kane, Memphis CVB

› Sherrif Karamat, PCMA

› Lyn Lewis-Smith, Business Events Sydney

› Anja Loetscher, Geneva Tourism & Conventions Foundation

› Monya Mandich, Expedia

› David Morrow, ADARA

› Michael Nagy, Rio Convention & Visitors Authority

› Paul Nursey, Tourism Victoria

› Paul Ouimet, NEXTFactor

› Rich Reasons, Simpleview

› Nitin Sachdeva, Venture Marketing (India)

› Minto Schneider, Waterloo Regional Tourism Marketing Corp

› Chris Thompson, Brand USA

› Paul Van Deventer, MPI

› Ana Maria Viscasillas, Business Tourism Services, Puerto Rico

› Julie Wagner, Beverly Hills CVB

› Ellie Westman Chin, Visit Franklin (TN)


The Power of Strategic AlliancesIn 2017, Destinations International saw unparalleled levels of engagement and support from corporate and industry partners. This energy and connection reached across the Association and the Foundation to help deliver on our mission and our vision.

Now in its second year, the 2017 Partner Summit, held in December in Savannah, Georgia, proved to be a strong opportunity for our leading partners to connect with each other, the Destinations International team and board leadership. The summit provided not only the chance for attendees to learn about the Association and the Foundation’s current strategic developments and goals, but

also to identify key areas of focus for our collective efforts.

The Partner Advisory Council has continued to provide focus and direction on a year-round basis. Key issues of vital interest to our corporate and industry partners include creating strong and consistent metrics, building a powerful global strategy, developing a diverse community of future leaders, and producing a key communication channel for sharing the value of working with destination organizations.

“Few organizations can boast empowering destinations for over a century, which is why Simpleview is a proud partner of Destinations International. Not unlike us, Destinations International exists to support destination organizations, with overall advocacy and vital resources like online and in-person education and informative data tools, which often integrate with Simpleview products for even further efficiencies in destination organization processes. We’re pleased and honored to be a part of supporting Destinations International’s unwavering dedication to the travel industry we all love and support.”

— Cara Frank, Vice President of Marketing, Simpleview


COMMUNITY

STRATEGIC PARTNERS

2017 PARTNERSDestinations International’s partners are an elite group of business and industry organizations that make significant contributions to our Association each year. We are truly grateful for the strong leadership and continued commitment.

CORPORATE PARTNERS › ADARA

› Civitas Advisors

› HelmsBriscoe

› MMGY Global

› SearchWide, LLC

› Tempest

› Tourism Economics, Inc.

INDUSTRY ORGANIZATIONS › American Gaming Association

› ASAE-The Center for Association Leadership

› Association Forum of Chicagoland

› International Association of Exhibitions and Events (IAEE)

› International Association of Venue Managers (IAVM), formerly IAAM

› International Gay and Lesbian Travel Association (IGLTA)

› James Beard Foundation

› Meeting Professionals International (MPI)

› National Association of Sports Commissions (NASC)

› National Tour Association (NTA)

› Professional Convention Management Association (PCMA)/Convene®

› U.S. Travel Association


2017 Hall of FameLaunched in 2014, the Hall of Fame Award was created to recognize individuals who have changed the future of destination marketing for the better, made significant contributions to the advancement of the industry and shaped travel marketing. It is the highest honor that Destinations International can bestow.

At the Annual Convention in Montréal, Destinations International honored the 2017 Hall of Fame Inductees.


COMMUNITY

2017 HALL OF FAME INDUCTEES

Charles AhlersFormer President,

Anaheim/Orange Co. Visitor & Convention Bureau

Tom MuldoonFormer President,

Philadelphia Convention & Visitors Bureau

Rick AntonsonFormer President & CEO,

Tourism Vancouver

Dave RadcliffeFormer President & CEO,

Greater Phoenix Convention & Visitors Bureau

Robert CumingsFormer President,

Boston Convention & Visitors Bureau

Spurgeon RichardsonFormer President & CEO,

Atlanta Convention & Visitors Bureau

Charles Gillett*Former President & CEO,

New York Convention & Visitors Bureau

Charlotte St. MartinFormer Executive Vice

President of Operations and Marketing of Loews Hotel

John MarksFormer President & CEO, San Francisco Convention

& Visitors Bureau

Chester “Chet” Wilkins*Former CEO,

Houston Convention & Visitors Bureau

*Deceased


2017 Destination ShowcaseIn March 2017, Destinations International welcomed over 600 meeting planners and 140 destination organizations to the reimagined Destination Showcase. These bold changes became a reality with the support of the Board of Directors and our members.

94% of meeting planners had a positive experience

76% of CVBs plan

to exhibit again in 2018

76% of meeting planners plan to attend in 2018


COMMUNITY

Member Spotlight: Brand USAAs the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend and market share to fuel the nation’s economy and enhance the image of the USA worldwide.

Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

In 2017, Brand USA was a Strategic Partner in supporting Destinations International’s initiatives, with the focus centered on their year-round engagement with the Association and how Brand USA continues to grow and offer valuable programs and branding for a broad range of U.S. destinations that want to tell their story through high-quality content. Benefits of this partnership brought universal learnings and cross-cultural conversations among ALL of our members and industry peers in our global development efforts.

In 2018, we look forward to expanding our partnership with Brand USA and continuing to further engage and bring resources to our member organizations.


COMMUNITY

Destinations International is the collective voice of destination organizations empowering destinations on issues big and small.

& RESEARCHADVOCACY


Empowering Destinations Through AdvocacyIn 2017, the Destinations International Advocacy team was busy with developing the next generation of research and laying the groundwork for an advocacy platform to address the developing issues and threats that exist both now and in the future. Emphasis was placed on initiatives that were based on research, real time information, and the identification of future threats and opportunities.


ADVOCACY

SAY NO TO TRAVEL BANS AND BOYCOTTSTravel boycotts in the United States have risen in popularity in recent years and are regularly making headlines today. In 2017, Destinations International made a policy decision that, no matter how well intentioned, we do not support travel boycotts or government travel bans. We believe they are ineffective, hurt the wrong people and are counterproductive.

The Destinations International Foundation partnered with APCO Insights to explore whether travel boycotts and bans work to effect political change, the long-term damage to a destination’s brand and the life cycle of a boycott. The report identified a road map for destination organizations to play a leading role in providing information to travelers and meeting professionals on their respective political climates and proactively working with these constituents to provide alternative solutions to boycotts and bans.

In 2018, the research will aid the development of an actionable toolkit, providing meeting professionals, organizations and individuals with more effective alternatives to travel bans and boycotts.

For the full report and findings, please visit destinationsinternational.org/research.

Destinations International seeks to be a proactive advocate in protecting and advancing the success of destinations worldwide. Acknowledging that policies affect destinations both directly and indirectly, we remain vigilant in identifying appropriate areas where well-organized, passionate advocacy can lead to an optimal result. In 2017, the Destinations International Advocacy Committee, guided by Chief Advocacy Officer Jack Johnson, developed a set of public policy principles to guide these efforts.

CORE GUIDING PRINCIPLES

1 Our members are essential to the success of destinations worldwide. A successful destination begins with local, regional and national support for the destination organization and its operating structure.

2 Destinations must appeal to as broad a range of visitors as possible. Open and safe access via travel is essential, and all visitors should be welcomed, regardless of background.

3 A destination’s overall quality of life and success depends on a thriving visitor economy. Our members are civically-minded stakeholders and should be trusted resources to consult on community development matters.

Laying the Groundwork in 2017 on Public Policy


The first step to any successful advocacy strategy is understanding the system and its decision-makers. In short, you have to know your audience. You need to understand what matters to them. You need to know what influences their decision-making. And you need to know this before an issue arises that may affect your organization or our industry.

To help our members tap into these insights, Destinations International partnered with Quorum in 2017, the world’s most comprehensive database of legislative information. Technology and social media has disrupted the political arena in the same way it has impacted so many other aspects of our world. Political leaders now engage with the public on a regular basis through tweets,

Facebook posts, YouTube videos, press releases, floor statements, emails to constituents, and more. These communications are a gateway into the minds of political leaders, allowing us to understand them better and predict what legislation may arise before it’s ever introduced on the floor.

Through various media tracking platforms we now can monitor political leaders at the federal, state and local levels in the United States as well as the European Union. We can identify industry champions and chart legislators’ personal networks to build and sustain support for our legislative priorities, and we can use these platforms to deliver our message directly to those leaders. We look forward to showcasing the power of this new tool in 2018.

Future Threat Forecasting and Political Tracking


ADVOCACY

WHEN CRISES HAPPEN, CONTACT THE RAPID RESPONSE TEAM!A crisis can emerge anytime, anywhere—and each is a unique challenge. When crises happen, it’s easy to become overcome by the gravity of the situation, even with the most detailed plans in place. In 2017, Destinations International assembled a team of industry leaders and crisis management experts to help you assess the situation and set you on the path to creating an effective response strategy.

This “Rapid Response Team” is available to destination organizations facing an immediate crisis, where little or no warning exists, and organizations are unable to research the problem or prepare a plan before the crisis hits. Emerging or sustained crises may be addressed using other tools and resources available to Destinations International members.

[email protected]


Q. For years, leaders in our industry have stressed the importance of proving the economic value of tourism marketing to protect and attract more funding. Is measurement still the key to bigger and more secure destination marketing budgets? A. Demonstrating a

Q&A WITH JACK JOHNSONChief Advocacy Officer,

Destinations International

measurable and positive return on investment will always be a critical component of any destination’s advocacy efforts. Everything that a destination organization does with taxpayer money has to be measurable. But we’ve seen over the last year that a positive ROI is not enough. The president’s fiscal 2018 budget called for the elimination of Brand USA, despite the agency being responsible for adding $8.9 billion to the U.S. economy last year. Visit Florida also found their funding under attack, even with an ROI study demonstrating that for every $1 that Florida spends in destination marketing, the state gets $3.20 in increased tax revenue. The Missouri Division of Tourism demonstrated an ROI of $91 to $1 in 2015, but in 2017 had their budget cut in half by the new governor.

Q. What’s changed? Why is a positive ROI no longer enough to defend your organization’s efforts and funding? A. First, political leaders are inundated with ROI studies from multiple industries and sectors, diluting the impact of data from our industry. Second, while politicians

are beginning to understand the economic impact of tourism, it’s the need for promotion to fuel that impact that they continue to struggle with. Most importantly, we live in a political climate that is increasingly being driven by ideology, and our industry has failed to adapt. We have to lead with an ideological argument and then follow with ROI data.

Q. What does the ideological argument for destination organizations look like? A. We need to ensure that civic leaders and constituents in our communities understand that destination promotion is a public good for the benefit and well-being of all.

We’re not just competing for visitors anymore. We’re also competing for talent, investment and business; and destination promotion is critical in driving each of these. This competitive environment is a reality of our times, and how a destination claims and communicates its distinctive place within it largely decides which destinations succeed and which falter in the race for economic prosperity.

THE IDEOLOGICAL ARGUMENT FOR

DESTINATION ORGANIZATIONS


ADVOCACY

INAUGURAL ADVOCACY SUMMIT IN BALTIMORE, MARYLANDWhether fighting for your funding, defending your destination against the weaponization of travel, or navigating the way through ideology-based politics, it is more critical than ever for destination organizations to be a constant advocate for the travel industry and the dedication of marketing dollars. In light of this, Destinations International, in partnership with our Foundation, held its inaugural Advocacy Summit on October 2017 in Baltimore, Maryland to help our members become more effective advocates in their respective communities.

The summit featured keynote addresses from Amy Walter and David Wasserman with the Cook Political Report, an examination of which state and local government officials are talking about tourism funding, and a continued examination of the weaponization of travel.


› Chair: Annette Rummel, Great Lakes Bay Regional CVB

› Keith Backsen, Visit Omaha

› Speros Batistatos, South Shore (IN) CVA

› Jay Burress, Visit Anaheim

› Mike Butts, Visit Charlotte

› Matt Clement, Arrivalist

› Anthony Cordo, Visit Howard County (MD)

› Jayne DeLuce, Visit Champaign County (IL)

› Larisa Draves, Michigan Association of CVBs

› Jim Epperson, SoIN Tourism

› Erik Evjen, Discover Philadelphia

› Mary German, Arlington (TX) CVB

› Ashley Harris, Visit San Antonio

› Alex Heimann, Tempest

› Rob Jackson, Houston First

› Julie Jensen, Visit Rapid City

› Marcus Margerum, Atlanta CVB

› Cassandra McAuley, Tourism Calgary

› Scott Miraldi, Mediassociates

› Angela Nelson, Experience Grand Rapids

› Katherine O’Donnell, Richmond Region Tourism

› Brett Oetting, Visit Topeka

› Julie Pingston, Greater Lansing CVB

› Doug Price, Colorado Springs CVB

› Wes Rhea, Visit Stockton

› Brian Ross, Experience Columbus

› Ian Ross, Travel Spike

› Andrew Said, Tourism Toronto

› Martha Sheridan, Providence Warwick CVB

› Fritz Smith, Visit Philadelphia

› Chris Thompson, Brand USA

› Jack Wert, Naples, Marco Island, Everglades CVB

ADVOCACY COMMITTEE

“If you’re not at the table, you may be on the menu!” This statement is extremely relevant as it pertains to advocacy and the importance of the CVB taking the leading role in tourism advocacy.

I encourage all my fellow CEOs and team members to participate in advocacy training and peer-to-peer networking opportunities regardless of whether you are an advocacy veteran or new to this endeavor. Take time to learn about upcoming legislation that impacts travel on the local, state and federal levels, and take a leadership role. Create an advocacy plan that prioritizes your needs, spells out policies you desire and where none exist, create new policies. Work

to reform harmful or ineffective policies and ensure good policies are implemented and enforced. This will require leveraging your local networks and meeting with elected officials on the respective levels of government to stress the importance of travel as an economic driver. Look to Destinations International for tools to support you in tourism advocacy.

By exhibiting outstanding leadership in advocacy, your organization will be acknowledged for these efforts within your community and beyond. Be the “go to” organization for reliable tourism information, deep knowledge of community industry outreach and engagement. Your efforts will advance travel friendly policies on all levels of government.”

— Anette Rummel, Ph.D., President & CEO, Great Lakes Bay Regional CVB


ADVOCACY

Destinations International is the definitive resource for professional development and destination management.

EDUCATION


The Road to Successful Professional DevelopmentIn 2017, Destinations International set forth the groundwork to be the definitive resource for professional development and destination management.

Over the past year, the Educational Management and Meetings team worked to improve the knowledge base and skill sets of members through the recommendation, design and evaluation of all professional development programming and certifications, to provide continuous analysis, support and oversight to ensure quality, relevance and accessibility.

New opportunities in 2017 included a partnership with George Washington University to deliver a reimagined Professional in Destination Management (PDM) program to prepare entry to mid-level professionals with the skills and knowledge critical to successful destination management and marketing.

Additionally, 25 years after its inception, the Certified Destination Management Executive (CDME) program was relaunched through CDME Board engagement and stewardship.

With the goal to deliver important and impactful offerings, including research,

networking opportunities and

professional and organizational

development, the intent was

to focus staff development

opportunities for entry-level

to C-level executives to help

advance destination marketing

professionals’ skills and expertise

to be ahead of the industry curve.

“Destinations International provides programs and tools that will help Mexican destinations grow their economic impact and develop strategically, as well as assisting in professional development for the tourism community. We are proud to partner with them in serving our stakeholders.”

— Jose M. Barquin, CDME, Director, Atlanta Mexico Tourism Board


EDUCATION

Q. How important is professional development at Destinations International? A. Professional development is absolutely fundamental to our role and responsibility as an international association. There is no other source for quality CVB education other than Destinations International. It simply doesn’t exist. And when you consider that no one in our industry ever expected that we would be doing these jobs, it makes the need for role-specific education even more important. Members who have experienced our educational offerings found them to be relevant, inspiring and tremendously useful in improving their performance and their destination organization. And that includes destination organizations of all sizes and all countries.

Q. What highlights can you share with regards to the 2017 Education Staircase? A. We learned that no matter the budget size or years in our profession, a lifelong learning mindset is critical to success. We needed to create a format to allow all professionals to participate in a meaningful and relevant program that is unique to the destination marketing and management industry. The new staircase of educational opportunity does exactly that. Our new partnership with George Washington University provides a more robust platform to invite innovative thinkers to help us modernize these offerings. And of course, we continue to improve and enhance our flagship certification program, CDME, with new faculty and fresh content.Q&A

WITH GARY SHERWIN, CDMEPresident & CEO

Newport Beach & Company

THE NEW STAIRCASE OF EDUCATIONAL OPPORTUNITY

PROFESSIONAL DEVELOPMENT COMMITTEE

› Chair: Barry White, Visit Augusta

› Lisa Anders, Explore Gwinnett

› Deb Archer, Greater Madison Convention & Visitors Bureau

› Kim Bumpa, Visit Knoxville › Kurt Burkhart, Charlottesville Albemarle Convention & Visitors Bureau

› Paula Butler, Visit Philadelphia

› John Cooper, Yakima Valley Tourism

› Beth Erickson, Visit Loudoun › Leslie Graf, Destination Cleveland

› Shelly Green, Durham Convention & Visitors Bureau

› Shelley Grollmuss, Travel Alberta

› Sheri Grossman, Bismarck/Mandan Convention & Visitors Bureau

› Linda John, Visit Eau Claire › Cheryl Kilday, Visit Spokane › Melyssa Laughlin, Visit Vacaville

› Michael Zumbaugh, Irving Conventions and Visitors Bureau

Fundamentals PDM

CDME

FCDME

C Suite Sessions


The Evolution of CDMEDestination International’s Certified Destination Management Executive (CDME) program is the industry’s highest individual educational achievement. At the core of the CDME program is strategic vision, leadership, organization performance and community stakeholder management, as well as marketing and product development best practices.

Originally launched more than 25 years ago, the program was intended as a CEO-only offering. Today, destination organizations realize the value in developing their team members through this program. As of 2017, more than 400 industry leaders have achieved their CDME certification.

CDME BOARD OF DIRECTORS

› Chair: Maura Allen Gast, FCDME, Irving Convention & Visitors Bureau

› Don Anderson, CDME, Destination Consultancy Group, LLC

› Deb Archer, CDME, Greater Madison Convention & Visitors Bureau

› Cody Chomiak, CDME, Tourism Winnipeg

› Craig Davis, CDME, VisitPITTSBURGH

› Kathleen Frankford, CDME, Discover Lancaster

› Jennifer Johnson, CDME, SHRM-CP, Monterey County Convention & Visitors Bureau

› Robert Joseph, CDME, Visit Montrose

› Christopher Kipper, CDME Louisville Convention & Visitors Bureau

› Steve Paganelli, CDME, TripAdvisor

› Gary Sherwin, CDME, Newport Beach & Company

› Monica Smith, CDME, CMP, CASE, Visit Jacksonville

› Jack Wert, FCDME, Naples, Marco Island, Everglades Convention & Visitors Bureau

› Barry White, CDME, Visit Augusta


EDUCATION

Q. What is the role of the CDME Board? A. The CDME Board has been created to provide direction and continuity to the program, to protect its integrity and to allow it to grow and build beyond its original “one-man-show” as it was singularly managed by Don Anderson in its first 25 years.

Q. What accomplishments have been achieved in 2017? A. An overhaul of all the curriculum is underway, with a focus on ensuring that content remains fresh, vital and relevant,

while also adapting the presentation and delivery to a more contemporary learning style. A new faculty is being engaged, and more subject-matter-experts are being tapped for inclusion as guest speakers, case study authors and facilitators. Course champions on the CDME board have been identified who will take ownership of their respective courses and evaluate them from a more holistic basis, to make sure that what is being delivered is distinctive and builds on the groundwork that has been laid through prior programming.

Q&A WITH MAURA GAST, FCDME

Executive Director, Irving Convention & Visitors Bureau,

CDME Board Chair

THE IMPORTANCE OF DESTINATION

LEADERSHIP DEVELOPMENT

“Travel Alberta’s partnership with Destinations International demonstrates our commitment, and at the same time, provides a cost-effective opportunity for Canadian and U.S. destination organizations outside Alberta to take part in the courses. Our organizations share a common goal of building the skills of our industry partners to be successful in a rapidly changing environment, and we’re excited to be working in partnership with Destinations International to help make it happen.”

— Shelley Grollmuss, Vice President Industry Development, Travel Alberta


Q&A WITH JON HIXON, CMP

Vice President, Sales & Services, Arlington (TX) Convention &

Visitors Bureau

DEDICATION TO PROFESSIONAL DEVELOPMENT: COMPLETING CDME COURSES IN ONLY ONE YEAR

Q. Why did you want to complete your CDME? A. I’ve worked in hospitality, meetings and events for almost 25 years. Along the way, I’ve had the opportunity to work with and learn from some amazing professionals. Over the past decade, my passion for the destination marketing community had grown,

and I realized my aspiration was to one day lead a destination team from the CEO’s chair. Learning side-by-side with amazing destination marketing professionals, expanding my base of professional knowledge and demonstrating my commitment to our profession by earning that certification seemed like a logical step toward achieving that goal.

Q. How did you accomplish completion of the course in just one year? A. With a lot of support! My boss, Ron Price, and my colleague Mary German, CDME, both encouraged me to apply for the program. Mary had completed the program in 18 months, and so knowing that my top two strengths are “competition” and “learner,” she challenged me to outperform her pace. Of course, having the organizational support to dedicate the required time for the coursework was essential, as was knowing that my team in Arlington had my back and continued to do amazing work while I was focused on learning.

Q. What are the highlights of your CDME experience? A. I’m proud to

say that I’m a “Don-A-Thon” survivor, having taken several classes with Don Anderson. I’ve made some great new professional friends along the way. Nothing bonds you like two days of intense coursework. The coursework is essential and much of the best learning (for me) came from the peer-to-peer conversations that it inspired. I loved hearing what other destinations were experiencing and how they were addressing challenging situations.

Q. Why should others pursue their CDME? A. Anyone who desires to improve their professional knowledge or to ensure that they and their employer are always working from current best practices should pursue their CDME. Anyone who is interested in demonstrating their commitment to the continued existence and success of their organization should pursue their CDME. Really, if you’re a destination marketing professional who is a driven adult learner with an eye toward the future of our profession and your place in it, you should pursue the CDME.


EDUCATION

2017 Annual ConventionThe 2017 Annual Convention was held July 11-14 in Montréal, Canada with more than 1,450 attendees engaged in general sessions, discipline-focused shirtsleeves and networking.

This past year, Destinations International’s Annual Convention promised to educate, inspire and create through:

• An exclusive opportunity to connect peer and thought leaders from inside and outside the industry.

• An integrated approach to learning, regardless of budget size or discipline focus.

• Recognition for our leaders and their accomplishments on behalf of the industry.

• Relationship-based exchanges among industry providers and destination organizations.

• Diversity of thought by assembling the best minds in local insight and global expertise.

This year, the Annual

Convention will be held in

ANAHEIM, CALIFORNIA

July 10-13,2018.


EDUCATION


TOP RATED CONCURRENT SESSIONS:

Civitas Funding Forum, ‘the end of tourism as we know it,’ Google’s New Global Content

Program, DNext Futures Study, CEOs of Tomorrow ATTENDEES

1,450OVER

100 SPEAKERS

77

SESSIONS

100

EXHIBITORS

MORE THAN 22

Destination organizations were honored for their DMAP accreditation and reaccreditation

22

Industry representatives received their CDME certification

93%

Rated 2017 Annual Convention a 4 or 5 star rating

2017 SummitsThrough highly-focused and intensive learning objectives, all 2017 summits were designed to provide the various departments within destination organizations the opportunity to learn more about specific trends and issues they face through peer-to-peer networking and learning.

“These events have high engagement among participants and enable individuals to bring inspiration, a support network and important skills and knowledge back home. We have traditional track summits such as Visitor Services, Membership and Finance, Operations & Technology as well the Advocacy Summit — a brilliant new offering. These are events not to be missed!”

— Tammy Blount, FCDME, President & CEO, Monterey County Convention & Visitors Bureau

11SUMMITS IN 2017

Produced 11 professional development summits

and learning opportunities in addition to the Annual

Convention

ADVOCACY

SUMMIT 2017

REGISTER NOW!destinationsinternational.org

Hyatt Regency BaltimoreBALTIMORE, MARYLAND

OCTOBER 25-26NEW!

Held inaugural Advocacy Summit

October 25-26 in Baltimore,

Maryland

Hosted 2nd annual Partner Summit December 3-4 in

Savannah, Georgia

185 CEO Summit (Mar.)

68 CMO Summit (Apr.)

130 Visitor Services Summit (Sep.)

110 Finance & Operations Summit (Oct.)

130 Membership Summit (Oct.)

48 Advocacy Summit (New for 2017! Oct.)

144 Convention Sales & Services Summit (Dec.)

Record attendance for all 2017 summits:


EDUCATION

Through a suite of destination products built on best practices, insights, tools and research, Destinations International works to raise the effectiveness of destination organizations globally.

DESTINATIONTOOLS


Q. What is the role of the DMAP Board? A. The DMAP Board oversees the administration of the industry’s accreditation program, which provides standards of excellence and consistency of performance for destination organizations. The board is responsible for the alignment of accreditation standards in compliance with the changes and enhancements within the destination industry. Individual board members review accreditation applications for compliance with these standards, and the entire board votes as to whether the applications are compliant. The board shares

Destination Marketing Accreditation Program (DMAP)The globally recognized Destination Marketing Accreditation Program (DMAP) serves as a visible industry distinction that defines quality and performance standards in destination marketing and management.

STANDARDS OF EXCELLENCE

Q&A WITH VIRGINIA HALEY

President, Visit Sarasota County DMAP Board Chair

exemplary practices from accreditation applications with destinations to enhance performance.

Q. What accomplishments have been achieved in 2017? A. The past year has seen significant advancements for the DMAP program, beginning with the addition of Brian London as the DMAP Program Consultant. The program has transitioned from a twice-yearly application process to an “always on” process to welcome applications throughout the year. An application pipeline has been developed to assist applicants in successfully moving through the accreditation process.

Led by Maura Gast, the DMAP Board completed an overhaul of the Accreditation Standards and Domains, based upon feedback and changes from within our industry.

The Policies and Procedures that guide DMAP were also revised during a year-long process led by David Holder. One of the significant changes in the policies was to eliminate the requirement to submit all application documents in English, making the DMAP program more accessible for international destinations.

The DMAP Marketing Committee, led by Mark Crabb, created a DMAP presentation PowerPoint that can be used in outreach opportunities at state and regional destination gatherings to promote the accreditation program.

Finally, the DMAP Board approved eight new destination accreditation applications, seven renewal applications and seven reaccreditation applications in 2017.


TOOLS

› Chair: Virginia Haley, CDME, Visit Sarasota County

› Cody Chomiak, CDME, Tourism Winnipeg

› Jeff Conway, Visit Orlando

› Mark Crabb, FCDME, CMP, Greater Palm Springs Convention and Visitors Bureau

› John Cychol, FCDME, CTA, Fort Worth Convention & Visitors Bureau

› Scott Dring, CDME, APR, Dublin Convention & Visitors Bureau

› Anne Druck, CDME, York County Convention & Visitors Bureau

› Karen Fisher, CDME, VisitPITTSBURGH

› Maura Gast, FCDME, Irving Convention & Visitors Bureau

› David Holder, CDME, JLL Hotels and Hospitality

ACCREDITATIONS

› Brand USA › Butler County Tourism & Convention Bureau

› Destination Hilliard › Discover Prince William & Manassas

› Dutchess Tourism Inc. › Visit Omaha › Tourism Calgary › Visit Vacaville

FOUR-YEAR RENEWAL APPLICATIONS

› Alton Regional CVB › Cabarrus County CVB › Discover Kalamazoo › Greater Palm Springs CVB › Macon-Bibb County CVB › Surf City USA – Visit Huntington Beach

› Visit Cheyenne

EIGHT-YEAR REACCREDITATIONS

› The Beaches of Fort Myers & Sanibel

› Pocono Mountains Visitors Bureau

› Rock Hill/York County CVB

› St. Augustine, Ponte Vedra and The Beaches Visitors and Convention Bureau

› Tourism Richmond, Canada

› Visit Baton Rouge › Visit Estes Park

22 DESTINATIONS RECEIVE DMAP DESIGNATION IN 2017In 2017, Destinations International recognized 22 organizations on this great accomplishment.

› Dennis Johnston, CDME, Visit Oklahoma City

› Kristin Lamoureux, Ph.D., Virginia Tech University

› Kristin McGrath, CDME, Visit Albuquerque


DMAP TASKFORCE

› Chair: Virginia Haley › Karron Alford › Nannette Eiland › Nancy Goode › Mark Hecquet › Bill Malone › Diane Morgenthaler › Dave Parulo › Jack Wert

DMAP BOARD OF DIRECTORS


“It’s encouraging to see CVBs across the U.S., Canada and Europe benefiting from a credible industry standard for measuring the impact of events. Because the models provide destination-specific tax impacts, users have been able to leverage the EIC to evaluate bid fees and advocate for CVB funding. Knowing the business, employment and tax benefits of events has empowered CVBs to make a consistently strong case for destination sales and marketing.”

— Adam Sacks, President, Tourism Economics

Measuring Destination Success: The Event Impact CalculatorThe Event Impact Calculator (EIC)measures the economic value of an event and calculates its return on investment to local taxes. Armed with this information, destination organizations and CVBs are better prepared to make the case to policymakers and stakeholders for the ongoing development and growth of the events and meetings sectors. This tool drives home the importance

of the destination organization in driving economic impact around meetings, sporting events and festivals/cultural events in their community.

Destinations International’s 2017 global development efforts continued to strengthen engagement and revenues, driven by strong demand for destination products and tools, as well as a powerful need for education.

In July 2017, a memorandum of understanding was signed with the Destination Marketing Association of Canada (DMAC) at the Annual Convention, laying the foundation for the development of the EIC for Canada. As a result, nine destinations in Canada became subscribers this past year.

EIC TOTAL SUBSCRIBERS

215EIC TOTAL

SUBSCRIPTIONS

449


TOOLS


TOOLS

Landmark Year for DestinationNEXTWhen DestinationNEXT was first launched in 2014, no one could have predicted the impact it would have on our industry. It has been used by boards and management teams around the world as a strategic roadmap for changing the work we do, given the realities of our destinations.

In 2017, DestinationNEXT presented an update of the Futures Study. More than 430 destination professionals from 52 countries around the world participated in the study, to determine the trends and strategies that will keep destination organizations around the world thriving. The research unveiled five key roles we believe destination organizations should focus on in the future: Curators, Adopters, Catalysts, Activists and Collaborators. These roles, in some cases, will be a significant departure from the current reality and will require identifying and nurturing core competencies.

More than 140 destinations have now undergone detailed assessments to improve collaboration in their destinations and realize significant economic and social benefits of enhancing their destination’s authentic appeal. In 2017, this included the first-ever national assessment in Switzerland, as well as state-wide assessments in Michigan, Maine and New Jersey.

Thank you to the members of the DestinationNEXT Advisory Group for their efforts in leading this project, and a very special thanks to co-chairs Scott Beck and Lyn Lewis-Smith.

2017 FUTURES STUDY


300 Destinations from 18 COUNTRIES

serviced since 2015

Workshops and online

assessments

60 3 Statewide

assessments in Michigan,

Maine and New Jersey

21 Completed details

assessments of destinations across the U.S.

Released NEW FUTURES

STUDY on key trends in the tourism industry and

implications for destination

organizations

LaunchedNATIONAL

ASSESSMENTof Switzerland

Meetings & Conventions Sales ProductsThe purpose of the meeting and sales products offered by Destinations International is twofold: to provide meeting planners with consistent education on the value of working with a CVB; and to provide the CVB community with planner insights, education, industry knowledge, information, best practices and robust tools and products to enable destination members to achieve superior performance.

In 2017, Destinations International was committed to providing critical customer insights and education to help members succeed at not only growing group demand for their destinations, but also nurturing a strong and lasting relationship with the broader meetings community through initiatives like empowerMINT, and the meetings and group database for CVBs, MINT+.


TOOLS

Q. What is the importance of the new Event Impact Calculator (EIC) City Pairs Taskforce and its benefit to members? A. The EIC City Pairs Taskforce was developed out of a need for the destination organization and Convention Center to work more closely on sharing data points and reporting metrics on conventions. In many cities, they do not share EIC data and in some cases come up with two sets of differing numbers on the impact of a program. This hurts the credibility of both organizations in the community. By sharing more data and collaborating on EIC, a defendable and accurate impact is published.

Q. What is ORDA and how can this new tool be a benefit to members? A. The Overnight Room Demand Analyzer (ORDA) was born out of a need for destination organizations to

understand the total impact of a meeting — and the number of rooms used in the destination, beyond the contracted room block. By using registration zip code data supplied by the meeting planner, the organization is able to determine the actual number of rooms booked through an event. In some cases, this can account for more than half of the overnight rooms.

Q. What was the goal of the Attendance Promotion Handbook? A. As we continue to educate meeting planners on the value of connecting with convention and visitors bureaus, it is important that destination organizations know the role they play in the industry and how to best utilize their skills when working with planners. This handbook is a critical tool for the success of convention sales teams as they work with event planners.

Q&A WITH ALI BEST

Executive Vice President, Membership Engagement, Destinations International

NEW MEETINGS AND CONVENTIONS SALES RESOURCES IN 2017

MINT+ Updates Madethis number includes

96,593 from CBIS

342,2634,351MINT+ Event

Bookings Added

155EMINT

Subscribers


MINT+ Histories Added

3,896

20,268 MINT+ Queries

?

187,547 MINT+ Account Views

THE ROLE OF THE CONVENTION SALES AND MARKETING COMMITTEEThe Convention Sales & Marketing Committee (CSMC) supports all strategic initiatives for Destinations International members focused on sales and services, as well as the below sub-committees:

• Complete and Accurate Data Sub-Committee

• Planner Influencer Board

• Large Market Roundtable

• Marketing Taskforce

• Sales Academy Transformation Taskforce (in conjunction with Professional Development)

Q. What is the role of the CSMC? A. The role of the CSMC is to develop tools, processes, products and research with the Destinations International team, and to elevate industry sales professionals in their day-to-day jobs, in addition to improving engagement with meeting professionals. The work gets done through volunteer taskforces and are project based.

Q. What has been accomplished in 2017? A. In 2017, we accomplished:• The development of the Overnight Room Demand

Analyzer (ORDA) led by research conducted in 2015.

• Enhancing our ability to be destination experts for meeting professionals, the committee developed the Attendance Promotion Handbook that launched in November 2017.

• The City Pairs Taskforce was designed to have Convention Centers and CVBs work closer together on data. This Taskforce is in partnership with the International Association of Venue Managers (IAVM).

› Chair: Cleo Battle › Chris Ackerman › Chris Barrett › Rachel Benedick › Todd Bertka › John Bettag › Marco Bloemendaal › Gathan Borden › Amy Brown › Tracey Burkey › Laura Burkhardt › Thomas Cannon › Kelly Cavers › Renee Chow › Jerry Cito › Vicki Comegys › Mark Crabb › John Cychol › Cori Day › Mike Even › Kim Franz › Steve Genovesi › Loren Gold › Darren Green › Graeme Hughes › Dennis Johnston › Cathy Keller › Brad Kent › Daren Kingi › Lori Konkler › Marci Krueger-Sidebottom

› John Leinen

CONVENTION SALES & MARKETING COMMITTEE

› Dana Maugans › Doug McClain › Kristin McGrath › Bruce McGregor › Bill McMillan › Mark McMinn › Rosa Mendoza › Michelle Moore › Kenley Moy › Tyler Orwig › Jason Outman › Barrie Perks › Karl Pietrzak › Tom Riel › Amy Riley › Melissa Riley › Brian Ross › Janis Ross › Sarah Rowan › Dasha Runyan › Jack Schripsema › Suzanne Scully › Margie Sitton › Sally Slater › John Solis › Rick Staub › Katie Stien › Junior Tauvaa › Jonny Westom › Dan Williams › Amy Zientek

Q&A WITH CLEO BATTLE

Executive Vice President, Louisville Convention

& Visitors Bureau,Chair, Convention Sales and

Marketing Committee


TOOLS

Destinations International

LEADERSHIP


GOVERNANCE COMMITTEE

› Chair: William Pate › Karl Ely › Thomas Kemp › David Peacock › Tom Noonan

FINANCE COMMITTEE

› Chair: Craig Davis › Tammy Blount › Ronnie Burt › Gretchen Hall › William Pate › Milton Segarra

AUDIT COMMITTEE

› Chair: Mike Mooney › John Groh › Chris Kipper › Diane Morgenthaler › Cindy Ray › Andrew Said

NOMINATING COMMITTEE

› Chair: Gary Sherwin › Jason Fulvi › Shelly Green › William Pate › Butch Spyridon › Melvin Tennant › Cathy Tull

BOARD OF DIRECTORSDestinations International is truly grateful for the strong leadership and continued commitment from our board members.

2016/2017 Destinations International Board of Directors

› Chair: Gary Sherwin, CDME, Newport Beach & Company

› Jerad Bachar, CDME, Bahrain Economic Development Board

› Tammy Blount, FCDME, Monterey County Convention & Visitors Bureau


› Ronnie Burt, Visit KC › Bonnie Carlson, CDME, Bloomington Convention & Visitors Bureau

› Julie Coker Graham, Philadelphia Convention & Visitors Bureau


› Karl Ely, CAE, ASAE › Loren Gold, Greater Raleigh Convention & Visitor Bureau

› Shelly Green, Durham Convention & Visitor Bureau

› Bryan Grimaldi, NYC & Company

› Katherine Janega-Dykes, Visit Santa Barbara


› Kevin Kane, Memphis Convention & Visitors Bureau

› Robert Lander › Anja Loetscher, Geneva Tourism & Conventions Foundation

› Casandra Matej, CDME, Visit San Antonio

› Stephanie Pace Brown, Explore Asheville

› William Pate, Atlanta Convention & Visitors Bureau

› David Peacock, Regional Tourism Organization 4 Inc.

› Milton Segarra, CDME, Meet Puerto Rico

› Evan Smith, Discover Newport

› Chris Thompson, CDME, Brand USA

› Cathy Tull, CDME, Las Vegas Convention & Visitors Authority



› Karen Williams, Louisville Convention & Visitor Bureau

2017/2018 Destinations International Board of Directors

› Chair: Tammy Blount FCDME, Monterey County Convention & Visitors Bureau

› Bennish Brown, Travel Tacoma + Pierce County

› Ronnie Burt, Visit KC › Julie Coker Graham, Philadelphia Convention & Visitors Bureau


› Ignasi de Delas, Turisme de Barcelona

› David DuBois, CMP, CAE, FASAE, CTA, International Association of Exhibitions & Events

› Karl Ely, CAE, ASAE › Cara Frank, Simpleview › Jason Fulvi, CDME, VisitPITTSBURGH

› Loren Gold, Greater Raleigh Convention & Visitors Bureau

› Shelly Green, Durham Convention & Visitors Bureau

› Bryan Grimaldi, NYC & Company

› Virginia Haley, CDME, Visit Sarasota County


› Kevin Kane, Memphis Convention & Visitors Bureau

› Thomas Kemp, Northstar Travel Group

› Monya Mandich, Expedia Inc.

› Casandra Matej, CDME, Visit San Antonio

› Tom Noonan, Visit Austin


› David Peacock, Regional Tourism Organization 4 Inc.

› Ron Price, Arlington Convention & Visitors Bureau

› Marla Roe, CDME, Visit Frisco

› Milton Segarra, CDME, Meet Puerto Rico

› Gary Sherwin, CDME, Newport Beach & Company

› Butch Spyridon, Nashville Convention & Visitors Corporation

› Chris Thompson, CDME, Brand USA


› Karen Williams, Louisville Convention & Visitors Bureau


LEADERSHIP

DESTINATIONS INTERNATIONAL STAFF

Don WelshPresident & CEO

Melissa CherryChief Marketing Officer

Chelsea Dunlop WelterSenior Director of

Operations

Joy LinDirector of Marketing

Technology

Jordon ChanExecutive Assistant to the President and CEO

Caitlyn BlizzardDirector of

Communications

Jack JohnsonChief Advocacy Officer

& Board Compliance

Pamela R. Hanner Richardson

Director of Information Technology

Brian LondonDMAP Program

Consultant

Paul OuimetDNEXT Program

Consultant

Jim McCaulVice President,

Destination Development and Advocacy

Andreas WeissenbornDirector of Research

& Analytics

Executive Office Advocacy & Research

Advocacy & Research Marketing & Communications


DESTINATIONS INTERNATIONAL STAFF

Elaine Rosquist, CMPSenior Director of

Membership Engagement

Haydee Barno, CMPDirector of Education

Kate SkidmoreDirector of Membership

Engagement

Marissa C. Orr, CEMMeetings Manager

Terri RobertsMembership

Engagement and Onboarding and Training

Nina WinstonExecutive Vice President, Global Development and

Strategic Alliances

Colleen Phalen, CMP, CEMExecutive Vice President, Educational Development

and Meetings

Tonia WilliamsOffice Administrator/Service Coordinator

Mattie WeberDirector of Meetings

Narva N. Thompson IIStaff Accountant

Alison Best, CDMEExecutive Vice

President, Membership Engagement

Lauren BenedictVice President,

Membership Operations

Membership Engagement Strategic Alliances

Educational Development and Meetings Operations


LEADERSHIP

A YEAR IN REVIEW

ANNUAL REPORT

Joseph MarinelliFoundation Board Chair, 2015-2017 President, Visit Savannah

Stephanie Pace BrownFoundation Board Chair, 2017-2018President & CEO, Explore Asheville

64 DESTINATIONS INTERNATIONAL FOUNDATION 2017 ANNUAL REPORT

The past year was indeed a transformational year for Destinations International and its supporting Foundation in 2017. Despite unavoidable challenges, the value and relevance of the Destinations International Foundation grew exponentially to become THE organization that truly supports the education, research and advocacy needs of our industry.

The DestinationNEXT assessment tool has now been used in over 140 destinations spanning eight countries, and the new Weaponization of Travel Study continues to gain traction along with a number of additional new tools designed to help identify emerging threats.

With the Foundation’s support, the Association staffed its first research position to spearhead new initiatives and provide more accessible insights for destination leaders. A supporting industry advisory group has also been created.

The Foundation continues to invest in industry knowledge by funding educational programming throughout the year at Destinations International’s Annual Convention and disciplined-based summits. Additionally, the Foundation is staying committed to developing our industry’s leaders with the Apprenticeship and 30 Under 30 programs.

On behalf of the Board of Trustees, we thank the destination and corporate leaders and partners who have made this work possible.

Sincerely,

FROM THE FOUNDATION BOARD CHAIRS

65DESTINATIONS INTERNATIONAL FOUNDATION 2017 ANNUAL REPORT

As we reflect on 2017, the importance of empowering destinations emerges as the defining theme. Though tourism continues to be a key driver of socio economic progress around the world, many in our local communities remain unaware of the tremendous benefits associated with growing the visitor economy, the fierce competition we all face and the important role that destination marketing plays in the development of our communities.

2017 was a year of many challenges. Political turmoil, natural disasters, terrorism and even our own success have created issues for destination organizations. The pace of disruption in the global visitor economy is rapidly transforming how tourism is created, marketed and consumed, challenging leaders to deliver value.

Through it all, we looked to our mission and our four pillars: Education, Research, Advocacy and Leadership Development, to keep us focused and effective. We’ve invested in education for destination professionals by funding content for the Association’s Annual Convention and summits. We’ve funded research to help destination organizations mitigate current threats and get ahead of future issues on the horizon. We’ve developed an advocacy program focused on providing facts, best practices and tools for tourism champions in destinations. And we’ve established programs to develop future industry leaders that represent a diverse set of backgrounds and perspectives.

We’ve done all of this while building towards financial sustainability and proper governance structure for the Destinations International Foundation. I’m humbled to be part of an organization and an industry with the dedication and solidarity to achieve so many positive outcomes. Together, we will continue to elevate our industry and demonstrate that we are essential to the success of destinations worldwide.

Thank you for ongoing support of the Destinations International Foundation, and a special recognition to our amazing Board of Trustees, partners and donors around the world — we couldn’t do any of this without you. We are looking forward to much more in 2018!

Sincerely,

Jack JohnsonExecutive DirectorDestinations International Foundation

FROM THE EXECUTIVE DIRECTOR

The Destinations International Foundation is structured as a supporting organization to Destinations International under the United States Internal Revenue Code sections 509(a)(3) and 501(c)(3) to exclusively support charitable purposes and initiatives. The Foundation is governed by a board of trustees that determines its policies, pursues its objectives and supervises disbursement of its funds.

The Foundation provides financial support for projects and activities related to education, research, advocacy and leadership development.

2017 DESTINATIONS INTERNATIONAL FOUNDATION STRATEGIC INITIATIVESEducation We invest in building industry knowledge by funding educational programming for destination professionals throughout the year at Destinations International’s Annual Convention and discipline-based summits. We also provide scholarship opportunities for professionals to

participate in industry conferences and certification programs.

Research We are creating new knowledge through research. The Foundation is one of the largest funders of studies to develop a better understanding of industry standards, trends and opportunities, as well as forecasting future threats.

Advocacy Destination organizations today face a growing need to advocate for the outcome of their efforts. We work diligently to empower these organizations with facts, best practices and tools to mitigate current threats and get ahead of future issues on the horizon.

Leadership Development Leadership and learning are indispensable to each other. Through programs like 30 Under 30 and the Apprenticeship Program, we are developing future industry leaders that represent a diverse set of backgrounds and perspectives.

DESTINATIONS INTERNATIONAL

FOUNDATION“Annual giving to the Destinations International Foundation is your opportunity to make an investment in our industry and to set the stage for connections that will impact the quality of life in destinations around the world.”

— Jason Fulvi, CDME, Executive Vice President, VisitPITTSBURGH


Establish a dynamic and comprehensive advocacy and research effort that empowers members with information, best practices and tools, while also updating and improving all current signature research reports.

Create a Governance Committee and structure to review the Foundation’s governance principles, bylaws and priorities to implement sound practices.

Work to improve, formalize and refine the grant review process and initiate a status/reporting work flow for those projects funded by Foundation grants.

Relaunch the Foundation annual giving campaign to raise funding to support the education, research, advocacy and scholarship mission of the Destinations International Foundation.

Reimagine all Foundation fundraising events to increase revenue, visibility and prestige of the Foundation’s signature annual events: Spirit of Hospitality Celebration, Annual Golf Classic and the Silent Auction.

Work to stabilize and refocus current scholarships, research the possibility of additional scholarships, and create consistent and predictable funding.

Reimagine 30 Under 30 Program to provide valuable industry networking opportunities and increased thought leadership throughout the year.

Relaunch the Apprenticeship Program to target talented graduate-level students and recent graduates to provide the opportunity to experience the scope of career opportunities available throughout the destination marketing and management industry.

Offer a Board Governance Summit or workshop focused on orientating new destination organization board chairs on the basics needed to become engaged and lead the work of a destination organization board to become a committed ambassador and advocate for their organization and destination.

Launch an individual giving campaign to cultivate donations from industry professionals to generate new Foundation revenue and increase commitment and connection to the Foundation mission.

In 2017, the Destinations International Foundation leadership developed a series of strategic initiatives that laid out a path to build a framework for the Foundation. The below summarizes what was accomplished in 2017 and ongoing initiatives that will continue into 2018.


completed =

ongoing in 2018 =


FOUNDATION

Corporate Partners Support the Destinations International FoundationOne of the truly exciting developments at Destinations International in 2017 was to see the innovation and creativity from our corporate partners who supported the Destinations International Foundation.

Throughout 2017, Longwoods International, a leading tourism market research firm and longtime Destinations International partner, has built on its existing partnership by offering exclusive pricing to new and existing customers for two studies — Travel USA® and Halo Effect, contributing a portion of the proceeds to the Foundation.

Also creating a new way to support the Foundation was

Civitas Advisors. John Lambeth, President and CEO of Civitas, created a special workshop focused on destination funding prior to the 2017 Annual Convention in Montréal. Developed as a freestanding pre-convention program, the proceeds from registration were donated back to the Foundation.

Partnerships like these not only help deliver vital revenues to the Foundation, but also build awareness around the key areas of focus for our Foundation efforts: Education, Research, Advocacy and Leadership Development.

“We are thrilled to be part of such an innovative and strategic partnership with Destinations International, which benefits the Association, the Foundation, and the membership… It’s really a win-win-win.”

— Amir Eylon, Partner, Longwoods International


30 Under 30 Reimagined for 2017Destinations International, along with founding program partner SearchWide and supporting sponsors IMEX and USAE, continued to invest in the future generation of destination experts through the 30 Under 30 program. Now in its seventh year, the program identified 30 individuals under the age of 30 to gain valuable industry networking opportunities and increased thought leadership throughout the year.

The recipients gathered for the first time at the 2017 Annual Convention in Montréal, where they received complimentary registration and accommodations.

New to the program in 2017, the group had the opportunity to receive complimentary registration for Destinations International’s Fundamentals in Destination Marketing course and pilot the new online Member Forum. A member of the program also received a scholarship to the Australian Association of Convention Bureaux’s Annual Conference in September 2017 in Hobart, Tasmania.

MEET THE 2017 CLASS:

› Jose Arana, Meet Puerto Rico

› Jake Buchheit, Visit KC

› Lauren Cleland, Visit Savannah

› Kenzie Coleman, Visit Omaha

› Jamie Cox, Visit Franklin/Williamson County Convention & Visitors Bureau

› Katie Egresi, Experience Columbus

› Kimberly Franz, Dunwoody Convention + Visitors Bureau

› Andrea Gardi, Regional Tourism Organization 4 Inc.

› Drew Hays, Visit Wichita

› Emily Hendricks, Visit Saint Paul

› Kate Herron, Experience Grand Rapids

› Britt Hijkoop, NYC & Company

› Ahmed Ibrahim, Destination DC

› Natalie Jamieson, Visit Baltimore

› Cambria Jones, Allen Convention & Visitors Bureau

› Chandler Jones, Austin Convention & Visitors Bureau

› Victoria Lightfoot, Atlanta Convention & Visitors Bureau

› Roxanne Lombard, Cape Town Tourism

› Wesley Lucas, Frisco Convention & Visitors Bureau

› Aime O’Keefe, Discover The Palm Beaches

› Kara Reed, Visit Indy

› Daniel Schwartz, San Francisco Travel Association

› Crystal Solberg, Tourism Richmond

› Joe Tacynec, Valley Forge Tourism & Convention Board

› Maranda Tippin, San Diego Tourism Authority

› Elena Vizzini, Travel Oregon

› Ivette Wilhelm, Galveston Island Convention & Visitors Bureau

› Angela Wirkler, Boulder Convention & Visitors Bureau


FOUNDATION

Cultivating Future Industry Leadership: 2017 Apprenticeship ProgramThe Destinations International Foundation, in partnership with Destinations International, recognizes the importance of cultivating a tourism industry that represents a wide variety of individuals at all levels, celebrating the broad range of human differences among us, while embracing the commonalities we share.

In 2017, the Foundation presented the Apprenticeship Program, a 600-hour program with the goal to help create a culturally progressive and socially reflective tourism industry by exposing talented individuals to the vast scope of career opportunities available in the destination marketing industry.

A SUCCESS STORY FOR VISIT

BALTIMORE

Q&A WITH AL HUTCHINSON,

PRESIDENT AND CEO, AND ALLISON BURR-LIVINGSTONE, ASSOCIATE VICE PRESIDENT,

PUBLIC AFFAIRS, VISIT BALTIMORE

Q. What inspired you to have Visit Baltimore participate in the Apprenticeship Program? A. Visit Baltimore was excited to open our doors to a deserving young member of the Baltimore community who is ready to learn what our industry is all about. Furthermore, recognizing that our own team is comprised of a diverse group of men and women, Visit Baltimore leadership identified with the program’s mission in terms of inspiring and building future leaders from more traditionally under-represented backgrounds. Not only was there an appetite to do it, the fact that Visit Baltimore’s charitable arm, the Visit Baltimore Education & Training Foundation, has a dedicated focus on supporting workforce/professional development in the industry made it an even more natural fit.

Q. What were some takeaways Visit Baltimore learned from Deedra through the duration of the program? A. Deedra was an excellent apprentice for our pilot year. Deedra rotated working across all critical function areas, including Sales, Services, Marketing, Communications, Public Affairs, Membership, Operations, and finally, the Executive Office. This meant that more members of our team — not just leadership — were empowered

in a management/mentorship function. Equally important, given that Deedra was a newcomer to the industry with an inquisitive and analytical mind, the questions she asked (and the speed at which she worked) meant that our team was sometimes challenged to find short-term project work that was both meaningful from a learning perspective as well as impactful to that department.

Q. What advice would you have for future destination organization Apprenticeship Program hosts? A. For hosts, be prepared and think carefully about how you will structure the placement and help set expectations for both your apprentice and your team. Through the Foundation’s management, we created a template for all departments to use in planning their respective rotation by outlining learning objectives, project descriptions and shadowing opportunities. We also charged Deedra with a culminating reflections project to help her connect the dots between her three apprenticeship experiences as well as arm her with a work project that she could own and add to her professional portfolio at the end of the placement.


FOUNDATION

Q. How did you hear about the Apprenticeship Program and what encouraged you to apply? A. I learned of the Apprenticeship Program through the Director of Morgan State University’s (MSU) MBA Program. I was enthused by the opportunity of gaining on-the-job work experience within several business functions that would be valuable in helping me identify what sector of business I would like to further explore as a career path within the hospitality industry. Of course, there was also the bonus of being guaranteed a job to jumpstart my career in the hospitality industry.

Q. How has working for a destination organization changed your perspective on marketing a destination? A. Prior to my apprenticeship, I had no idea so much effort went into attracting visitors to destinations, such as developing and maintaining relations with state and local government officials. Through the exposure of working for a destination organization, I have developed a newfound respect and appreciation for the contributions they make to each city, working relentlessly to improve the economic and social climate of destinations.

Q. What advice would you have for destination organizations for recruiting young people into the industry? A. Create opportunities that involve cross training across various functions. By exploring or being exposed to various functions, young professionals will know where they want to be within your organization and grow to appreciate how each function works to contribute to the overall success of the organization; therefore, retaining, motivating and attracting talented individuals.

Q&A WITH DEEDRA MILLS

2017 Visit Baltimore Apprenticeship Program

Participant


2017 SPIRIT OF HOSPITALITY DONORS

› Allied PRA › American Gaming Association

› Arlington Convention and Visitors Service

› ASAE › Atlanta Convention and Visitors Bureau

› Augusta CVB › Bahrain Economic Development Board

› Baltimore Convention Center

› Bermuda Tourism Authority

› Bloomington MN Convention & Visitors Bureau

› BluePay › Boulder CVB › Brand USA › Branson CVB › Brownstein Hyatt Farber Schreck

› Business Events Canada

› Cabarrus Convention & Visitors Bureau

› Catch Des Moines › CBRE › Charlottesville Albemarle Convention & Visitors Bureau

› Choose Chicago › Cincinnati USA Convention & Visitors Bureau

› Civitas

› Columbia Books › Connect Meetings › Convention Industry Council

› Cvent › Destination Analysts

› Destination DC › Discover Lancaster › Discover Newport › Discover The Palm Beaches

› DMOproz › Durham CVB › Epoch Media Group › Expedia, Inc › Experience Columbia, SC

› Experience Columbus

› Experient, A Maritz Global Events Company

› Explore Asheville › Explore St. Louis › Fort Worth CVB › Fuseideas › GES › Great Lakes Bay Regional CVB

› Greater Birmingham Convention & Visitors Bureau

› Greater Boston Convention & Visitors Bureau

› Greater Fort Lauderdale Convention & Visitors Bureau

› Greater Madison Convention & Visitors Bureau

› Greater Miami Convention and Visitors Bureau

› Greater Palm Springs Convention & Visitors Bureau

› Greater Raleigh Convention & Visitors Bureau

› Group Travel Family › Heart + Mind Strategies

› HelmsBriscoe › HPN Global › IMEX Group › Intervistas Consulting Inc.

› Irving Convention & Visitors Bureau

› Las Vegas Convention and Visitors Authority

› Little Rock Convention and Visitor’s Bureau

› Lonely Planet › Longwoods/Tourism Economics

› Los Angeles Tourism & Convention Board

› Louisville Convention & Visitors Bureau

› Mansfield Convention and Visitors Bureau

› MEET AC (Atlantic City)

› Meet Minneapolis › MEET Puerto Rico › Meeting Professionals International

› Memphis Convention & Visitors Bureau

› MGM Resorts International

› Miami Beach Convention Center

› Miles Partnership › MMGY › Monterey County CVB

› Myrtle Beach Area Chamber of Commerce & CVB

› Naples, Marco Island, Everglades CVB

› Nashville Convention & Visitors Corporation

› National Restaurant Association

› New Orleans CVB › Newport Beach & Company

› NEXTFactor Enterprises Inc.

› Niagara Tourism & Convention Corporation

› Northstar Meetings Group

› NYC & Company › Oklahoma City CVB › Oneida County Tourism

› PCMA › Philadelphia Convention & Visitors Bureau

› Pinehurst, Southern Pines Area CVB

› Providence Warwick Convention & Visitors Bureau

› R & R Partners.com › Reno Tahoe USA › Richmond Region Tourism

› Rockford Area Convention & Visitors Bureau

› San Diego Tourism Authority

› San Francisco Travel Association

› Santa Monica Travel & Tourism

› Saratoga Convention & Tourism Bureau

› SB Capitol Solutions

› Seaport Hotel & Seaport World Trade Center

› SearchWide › Simpleview › SmithBucklin › Sonoma County Tourism

› STR › Strategic Data Resources

› Tampa Marriott Waterside Hotel & Marina

› TEAMS Conference + Expo

› Tempest | iDSS › The EXPERIENCE Institute

› TripAdvisor › TwoSix Digital › US Travel Association

› Visit Anaheim › Visit Austin › Visit Baltimore › Visit California › Visit Charlotte › Visit Cheyenne › Visit Denver › Visit Huntington Beach

› Visit Indy › Visit KC › Visit Omaha › Visit Philadelphia › Visit Phoenix › Visit Salt Lake › Visit San Antonio › Visit San Jose › Visit Sarasota County

› Visit Savannah › Visit Seattle › Visit Syracuse › Visit Tampa Bay › Visit Wichita › VisitDallas › VisitHouston › VisitLEX - Lexington Convention & Visitors Bureau

› VisitPITTSBURGH › Young Strategies


FOUNDATION

2017 SILENT AUCTION DONORS AND SUPPORTERS 2017 ANNUAL GIVING DONORS

› Arlington Convention & Visitors Bureau

› Atlanta Convention & Visitors Bureau

› Bermuda Tourism Authority

› Brand USA › Butler County Tourism & Convention Bureau

› Cabarrus Convention & Visitors Bureau

› Catch Des Moines › Clark-Floyd Counties Convention & Visitors Bureau

› Colorado Springs Convention & Visitors Bureau

› Dayton Montgomery Convention & Visitors Bureau

› Destination Niagara USA

› Discover Lancaster › Experience Columbus › Explore Asheville › Fort Worth Convention & Visitors Bureau

› Great Lakes Bay Regional Convention & Visitors Bureau

› Greater Raleigh Convention & Visitors Bureau

› Gulf Shores & Orange Beach Tourism


› MEET Puerto Rico

› Monterey County Convention & Visitors Bureau

› Omaha Convention & Visitors Bureau

› Philadelphia CVB › Real Racine › Rockford Area Convention & Visitors Bureau

› Ruston Lincoln Parish Convention & Visitors Bureau

› Santa Monica Travel & Tourism

› St. Louis Convention & Visitors Bureau

› Travel Portland › USAE › Visit Anaheim › Visit Augusta › Visit Baltimore › Visit Baton Rouge › Visit Beloit › Visit Charlotte › Visit Indy › Visit Myrtle Beach › Visit Phoenix › Visit Salt Lake › Visit San Antonio › Visit Savannah › Visit Spokane › Visit Syracuse › Visit Topeka › Visit Wichita › VisitPITTSBURGH

DONORS › American Bus Association

› Arlington CVB › Boar’s Head › Cabarrus County CVB › Concord Mills › Corning Museum of Glass

› EproDirect › Experience Columbus › Explore Asheville › Fort Worth Convention & Visitors Bureau

› Greater Birmingham CVB

› Heart of NC Visitors Bureau

› Ithaca/Tompkins County Convention and Visitors Bureau

› J Vero & Associates Inc- Travel Media Showcase

› James Beard Foundation › John Percy, Auction Chair

› Las Vegas Convention and Visitors Authority


› Matador Network › Michael A Anderson Photography

› Miles Partnership › MMGY Global › Monterey County Convention and Visitors Bureau

› Myrtle Beach Area Chamber of Commerce - CVB

› Naples, Marco Island, Everglades CVB

› Nashville Convention & Visitors Corp.

› NATIONAL GEOGRAPHIC

› Nativo › Newport Beach & Company

› Niagara Falls USA › NYC & Company › Orange142 › PCMA › Shreveport Bossier Louisiana Convention and Tourist Bureau

› Simpleview › SMARInsights › Sonoma County Tourism › Speedway Harley Davidson

› Strategic Database Research

› The EXPERIENCE Institute®

› Venetian Palazzo › Visit Albuquerque › Visit Baton Rouge › Visit Fairfax › Visit Huntington Beach › Visit Indy › Visit Knoxville › Visit Mobile

› Visit Omaha › Visit Salt Lake › VisitPITTSBURGH

SUPPORTERS

› Karyl Leigh Barnes › Ali Best › Donna Carpenter › Michael Davidson › Pamela Fekete › Malinda Foster › Maura Gast › Lisa Halsenbalg › Jon Hixon › Jack Johnson › Dennis Johnston › Mindy Lallier › Melissa Luebbe › Joe Marinelli › Steve Moore › Stephanie Pace Brown › John Percy › Ron Price › Annie Rummel › Susie Santo › Andrew Schall › Fritz Smith › Kelsey Waite › Jean Welsh › Jonny Westom › Karen Williams › Eric Zartler › Mike Zumbaugh


216920_report.indd 75 3/5/18 10:07 AM

2016/2017

Destinations International Foundation Board of Trustees

› Chair: Joseph Marinelli, Visit Savannah

› Cleo Battle, CDME, Louisville Convention & Visitors Bureau

› Tammy Blount, FCDME, Monterey County Convention & Visitors Bureau

› David Burgess, Miles Partnership

› Katie Callahan-Giobbi, Minding Your Business

› Donna Carpenter, Visit Cabarrus

› Kyle Edmiston, CDME, Louisiana Office of Tourism

› Paul Flackett, IMEX*


› Jason Fulvi, CDME, VisitPITTSBURGH

› Ryan George, Simpleview

› John Groh, CDME, Rockford Area Convention & Visitors Bureau

› Leonard Hoops, Visit Indy

› Al Hutchinson, Visit Baltimore

› Sherrif Karamat, CAE, PCMA

› John Lambeth, Civitas

› Scott McQuade, Golden Isles Convention & Visitors Bureau

› Travis Napper, CDME, Ruston Lincoln Parish Convention & Visitors Bureau

› Stephanie Pace Brown, Explore Asheville

› Jorge Pesquera, CDME, Discover The Palm Beaches

› Darren Rudloff, CDME, Visit Cheyenne

› Annette Rummel, Ph.D., Great Lakes Bay Regional Convention & Visitors Bureau

› Susie Santo, CDME, Visit Wichita

› Bill Siegel, Longwoods International

DESTINATIONS INTERNATIONAL FOUNDATION BOARD OF TRUSTEESDestinations International is truly grateful for the strong leadership and continued commitment from our Foundation Board members.

*Deceased


FOUNDATION

2017/2018

Destinations International Foundation Board of Trustees

› Chair: Stephanie Pace Brown, Explore Asheville

› Keith Backsen, CDME, Visit Omaha

› Scott Beck, Visit Salt Lake

› Vail Brown, STR


› Katie Callahan-Giobbi, Minding Your Business

› Donna Carpenter, Visit Cabarrus


› Jason Fulvi, CDME, VisitPITTSBURGH

› Ryan George, Simpleview

› John Groh, CDME, Rockford Area Convention & Visitors Bureau

› Leonard Hoops, Visit Indy

› Al Hutchinson, Visit Baltimore

› Sherrif Karamat, CAE, PCMA

› Cheryl Kilday, CDME, Visit Spokane

› John Lambeth, Civitas

› Joseph Marinelli, Visit Savannah

› Travis Napper, CDME, Ruston Lincoln Parish Convention & Visitors Bureau


› John Percy, Destination Niagara USA

› Jorge Pesquera, CDME, Discover The Palm Beaches

› Annette Rummel, Ph.D., Great Lakes Bay Regional Convention & Visitors Bureau

› Susie Santo, CDME, Visit Wichita

› Gregg Shapiro, Tempest

› Martha Sheridan, Providence Warwick Convention & Visitors Bureau

Jack JohnsonExecutive Director

Jim McCaulVice President, Destination

Development and Advocacy

Andreas WeissenbornDirector of

Research & Analytics

FOUNDATION STAFF


TOTAL REVENUE

$1,210,392TOTAL EXPENSES

$1,777,918

2017 Foundation Revenue

and Expenses*

Foundation Revenue and ExpensesIn 2017, the Destinations International Foundation shifted from being a traditional grant making foundation to a supportive foundation.

In this role, we have moved general overhead and departmental allocation costs to the Association in exchange for providing greater programmatic support. This includes programs in research, advocacy, education and leadership development.

As the Association moved to address its long standing financial issues, the Foundation took a pause from fundraising efforts in order to not confuse or compete for key support. We were able to do this due to the strong support from our donors.

Beginning in April 2018, the Foundation will embark on a new fundraising plan that will meet the needs of the Foundation while diversifying the donor pool.

Through this, we will meet the continuing needs of destination organizations worldwide and fulfill the expectations of our Foundation donors.

*Please note, these numbers are unaudited and are expected to change.

216920_report.indd 78 3/5/18 10:11 AM

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