After an eight-month brand review, Destination Marketing Association International (DMAI) made its rebranding as Destinations International official during its 2017 Annual Convention in July.
Through collaboration with Miles Partnership, feedback gathered from stakeholder interviews and extensive analysis of key operation faces of the association, the Destinations International team collectively established a new Vision, Mission and Value Proposition—and subsequently, the Business Plan for 2017.
"We realize we are a trade organization, not a marketing organization," said President and CEO Don Welsh in a press release. "This is exactly why we felt the need to rebrand the organization. Our efforts go far beyond a sharp new logo and a new name. Together with our members and partners, Destinations International represents a powerful forward-thinking, collaborative association; exchanging bold ideas, connecting innovative people, and excelling tourism to its highest potential."
These strategic goals will direct all Destinations International initiatives:
Industry Advocacy Leadership
Become the recognized advocate for the DMO industry.
Expand Destinations International's footprint to grow membership, non-dues revenue and global impact.
Transform Destinations International's partnership business model to create beneficial solutions for DMOs, partners and Destinations International.
Next-Generation Professional Development
Become the premier source for destination marketing and management education and professional development.
The organization's strategic goals align with four distinct pillars developed as key focus areas for the team—community, advocacy, research and education—supported by key 2017 initiatives such as a redesigned website, an Advocacy Toolbox, the DestinationNEXT Futures Study and more.
In 2017 and beyond, Destinations International will keep both individuals and organizations ahead of the industry curve by continuing to provide members with research, networking opportunities, professional and organizational development, and certification programs.
Written by Cassie Westrate, staff writer for Groups Today.