See What Tomorrow Brings

The Future of DMAI


Destination Marketing Association International will become Destinations International, and the Destination & Travel Foundation will become Destinations International Foundation effective July 2017 during the 2017 Annual Convention in Montreal. The eight-month rebrand review through a collaboration with Miles Partnership, included feedback gathered from stakeholder interviews and research, paired with extensive analysis of key operational facets of the Association.

Throughout 2016, DMAI reviewed past and current initiatives with the goal to build a new framework for the organization in 2017 and beyond. During this time, the team collectively established a new Vision, Mission and Value Proposition and subsequently the Business Plan for 2017. 


Our members are essential to the success of destinations worldwide.


We empower our members so that their destinations excel.


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

Why rebrand? We realize we are a trade organization, not a marketing organization.  Our members are the marketers.  As the heart of the travel industry, destination marketing organizations and CVBs passionately work to make their communities thrive. They serve as collaborator, educator and champion for their membership empowering individual tourism efforts into a collective whole. 

In much the same way, Destinations International will continue to bring together the passion and experience of destination management professionals.

Destinations International is about serving destination marketing professionals first and foremost. Together with our members and partners, Destinations International will represent a powerful forward-thinking, collaborative association; exchanging bold ideas, connecting innovative people, and excelling tourism to its highest potential.

That like-minded collaboration opens the door to an incredible level of communication and sharing of ideas. Four key points of focus will be the cornerstones of the Destinations International brand: Community, Advocacy, Research and Education. Through these core attributes our members will not only follow best practices, but more importantly establish next practices in destination marketing through some key initiatives in 2017:

Community: Destinations International is connection central. Members are connected through knowledge sharing. Critically important and renewed projects include: 30 Under 30, the Apprenticeship Program and a completely redesigned website. 

Advocacy: Destinations International is the collective voice of DMOs empowering destinations on issues big and small.  An Advocacy Toolbox, available on the new website launching in July 2017 will feature templates, case studies, policy briefs and more.

Research: What’s next for destination management. Forward focus and relevant data. A new online library will feature relevant research, new and enhanced destination tools, including the DestinationNEXT Futures Study.

Education: Destinations International is the definitive resource for professional development and destination management.  The roster of member Summits will be expanded with three new Summits, including: Advocacy/Research, Board Governance, and Convention Services. 

In 2017 and beyond, Destinations International will continue to provide its members with research, networking opportunities, professional and organizational development, and certification programs, all keeping both individuals and organizations at the front of the industry curve.  We will also continue to address critical issues in a timely manner.

We will share more as we work to implement the new brand in July 2017, look for updates leading up to the Annual Convention. 

2017 Business Plan

During 2016, DMAI launched several planning sessions to review past and current initiatives with the goal to build a new framework for the organization in 2017 and beyond. The goals and objectives outlined within the 2017 DMAI Business Plan will act as a roadmap for DMAI to become the leading authority and resource for the Destination Marketing industry.

2017 Strategic Goals

  • Industry Advocacy Leadership: Become the recognized advocate for the DMO industry 
  • International Impact: Expand DMAI’s international footprint to grow membership, non-dues revenue and global impact 
  • Strategic Partnerships: Transform DMAI’s partnership business model to create beneficial solutions for DMOs, partners and DMAI 
  • Next Generation Professional Development: Become the premier source for destination marketing and management education and professional development

View the Business Plan.

Key 2017 Initiatives

2017 Summit Schedule:

○   2017 Annual Convention July 11-14, Montreal, Canada
○   New DMO Advocacy toolbox, online resources and research initiatives
○   New staffing structure to support the Destination & Travel Foundation 
○   Professional development resources 
○   Destination product development / management (new position)
○   Next phase of DestinationNEXT 
○   Elevating Destination Marketing Accreditation Program (DMAP) 
○   Evolving empowerMINT and Event Impact Calculator (EIC) 
○   Expand global footprint to Canada, Mexico, Latin America, and Europe
○   Brand positioning strategy to re-establish DMAI and the Destination & Travel Foundation as THE authoritative voice for the DMO industry 
○   Strategically grow and sustain DMAI’s global member base, creating a robust, engaged and energetic member community

The Association looks forward to supporting its members and partners to drive destination economic impact, job creation, community sustainability and quality of life through travel. We will continue to rely on your support and commitment as we collectively work to advance and strengthen our industry.