The Power of Place and the Journey Ahead
By Don Welsh, President & CEO, Destinations International
The Destinations International Annual Convention in Portland arrives at a pivotal moment for our industry. Whether through the conversations that take place there or the work destination professionals continue in their own communities long afterward, one thing is increasingly clear: amid geopolitical uncertainty, economic pressures, and evolving traveler expectations, the role of destination organizations has never been more important.
Travel has always been about more than moving people from one place to another. It creates understanding, builds relationships, broadens perspectives, and reminds us of what we have in common. Whether someone is attending a meeting, reconnecting with family, or exploring a destination for the first time, travel fosters curiosity, encourages cultural exchange and creates experiences that stay with us long after the journey ends. Its value extends well beyond economic impact. Travel strengthens communities, inspires innovation, and brings people together in ways few other industries can.
This year’s FIFA World Cup provided a vivid reminder of that power. Across North America, supporters transformed city streets, restaurants, and public spaces into celebrations of culture and community. Scottish fans filled (and drained!) Boston’s pubs, Norwegian supporters did the “Viking row” on New York City’s Times Square, Lionel Messi’s memorable performances energized Kansas City, and passionate Mexican and Canadian supporters brought unmistakable excitement to host destinations. These moments were more than sporting highlights—they demonstrated how travel creates authentic human connections while allowing destinations to share their unique identities with the world.
The momentum continues. America250, the Route 66 Centennial, the LA28 Olympic and Paralympic Games, and the 2034 Olympic and Paralympic Winter Games in Utah present extraordinary opportunities to showcase travel’s ability to connect people, strengthen communities, and create lasting economic and social value. Their legacy should not simply be measured in visitation or headlines, but in stronger communities and deeper global understanding.
None of this happens by accident.
Today’s destination organizations have evolved well beyond traditional destination marketing. They are strategic conveners, trusted community partners, and advocates for long-term prosperity, bringing together government, business, residents, and the hospitality industry around a shared vision for the future. They attract meetings, conventions, sporting events, and leisure visitors while advancing workforce development, accessibility, community engagement, and responsible destination stewardship.
Just as importantly, destination organizations have become powerful advocates for their communities and our industry. They help policymakers, business leaders, and residents understand that travel is not simply an economic driver, but also an essential contributor to community vitality, cultural exchange, and quality of life. At a time when public support can no longer be assumed, advocacy has become as important as marketing. Telling our story, demonstrating our value, and earning trust are now fundamental responsibilities of destination leadership.
Success today is measured by far more than visitation. It is reflected in stronger local economies, thriving small businesses, vibrant downtowns, and communities where residents are proud to live. The best destinations recognize that exceptional visitor experiences and a high quality of life for residents are complementary goals.
The years ahead will bring remarkable opportunities, but they also will require bold leadership and a unified voice. As destination professionals, we must continue championing the value of travel and tourism, advocating for the essential role of destination organizations, and demonstrating our impact not only through economic results, but also through the connections we foster, the understanding we inspire, and the stronger communities we help create.
That is our opportunity. It is also our responsibility.