The Destinations International 2025 Annual Convention delivered on its promise to inspire, innovate, and unite tourism leaders from around the globe. This year’s event in Chicago offered more than just networking—it provided a deep dive into the evolving landscape of destination marketing, workforce development, and the power of community-centered tourism.
Across dozens of sessions, one message rang clear: future-ready destinations are investing in ongoing tourism training, robust tourism ambassador programs, and dynamic professional development. Upskilling is the key to remaining competitive and resilient, whether it’s frontline staff, destination managers, or industry partners.
Several breakout sessions showcased innovative approaches to tourism certification and workforce development. “Building the Future: Workforce Strategies for Destination Organizations” tackled the urgent need for diverse talent pipelines and actionable training that truly prepares teams for today’s complex environment. Participants were reminded that effective online tourism training, such as the offerings from Learn Tourism - the nonprofit academy, not only builds skills but fosters a sense of pride and advocacy among tourism professionals.
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When it comes to workforce development, partnership is key. Every destination can build relationships with local school systems, colleges, universities, and professional advancement programs. Work together to educate people about careers in hospitality and tourism and elevate those already in the workforce. The insights and case studies shared by Lauren Bruggemans from Visit Greater Palm Springs, Nicole Picton from Ottawa Tourism, Megan Knott from Tourism Kingston, and Heather Andrews from Discover Palm Beaches were innovative and practical
Artificial intelligence took center stage in “AI at the Tipping Point: What Destination Leaders Need to Know for 2H 2025 and Beyond.” This session underscored that AI is now a must-have in tourism marketing, helping organizations personalize visitor engagement, analyze data, and optimize campaigns in real-time. Similarly, panels on digital marketing strategies and attribution taught attendees how to measure ROI more effectively, driving smarter decisions and greater impact.
The theme of actionable analytics continued in sessions like “Translating Data and Research for Diverse Audiences,” which highlighted the importance of clear, inclusive communication in building trust with stakeholders and communities.
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Todd Brook from Unchained shared a wide variety of tips for deploying and implementing AI. One of the most valuable was a strong confirmation that different AI tools excel in unique ways based on their development and training. Every destination or business needs to choose the right tool to accomplish specific goals. He also predicted that in the next 6 months, the conversation about "agentics" or "agentic AI" will take center stage. Our team is excited and curious about how this conversation will evolve our understanding of what is possible with AI.
“Keep It Weird: Transforming Local Quirks into Must-See Destinations” reminded everyone that authenticity is a powerful tourism marketing tool. By embracing what makes a place unique and leveraging local stories, flavors, and characters, small and large destinations alike can create memorable, marketable experiences.
Sessions like “Innovative Strategies to Flatten the Seasonality Curve” provided practical tools for DMOs to drive year-round visitation. And “Defining Destination Stewardship: A Global Approach” framed destination organizations as not just marketers, but stewards of community well-being, local values, and sustainable growth.
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Rachel Brown of Miles Partnership moderated the session on “Defining Destination Stewardship: A Global Approach,” and the wisdom shared by Danny Guerrero of The Culturist Group, Gracen Chungath of Destination Canada, and Karla Eggelton of Cook Islands Tourism Corporation was incredibly valuable. Our key takeaway was that tourism stewardship isn't always simple or easy and requires long-term vision and commitment. First, you must educate all of the stakeholders and help them find common ground. Second, you must be willing to have honest conversations and listen to others, even when you don't agree. Third, and finally, you must be willing to discover shared values across your community and make those the foundation of your stewardship plan.
Collaboration emerged as a recurring theme, from the opening keynote to the closing session. “Collaboration Between Competitors - Case Studies of Successful Partnerships” offered real-world examples of how DMOs can unlock new funding, foster innovation, and expand their impact through strategic alliances—even with traditional competitors.
Meanwhile, “Building Bridges: Aligning Communities and Brands for Tourism Success” demonstrated the importance of aligning tourism branding with local identity, ensuring that the benefits of tourism are felt by residents and stakeholders as much as by visitors.
Sessions including “Centering Indigenous Voices,” “Elevating Accessibility Beyond Compliance,” and “The Language of Welcome” provided powerful reminders that the future of tourism must be inclusive. Accessible experiences, equitable partnerships, and diverse perspectives are now baseline expectations for any destination seeking long-term relevance and success.
As highlighted by the “Baltimore’s Warm Welcome Initiative” case study, inclusive tourism ambassador programs and community engagement initiatives can set new standards, helping destinations become truly welcoming for all.
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We were delighted to see one of our partners, Visit Baltimore, and their amazing team members, Al Hutchinson, Kireem Swinton, Tracey Johnson, and Christopher Allen, take the stage this year and share the strategy behind and the success of the Warm Welcome program. The actionable commitment Visit Baltimore has made to making every visitor feel seen, respected, and valued serves as a blueprint and motivator for any destination.
The opening and closing keynotes delivered a strong message: Leadership in the tourism industry is about adaptability, courage, and impact. From stories of personal transformation to frameworks for navigating crisis, attendees were left with renewed energy to tackle challenges and champion their communities.
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Justin Wren started the convention with a truly heartfelt, vulnerable, and motivating keynote address. His personal story of achieving his professional goals, but still feeling empty, and how he began his journey to start the Fight for the Forgotten organization, moved the room to tears. His message of accountability, resilience, and deep gratitude was an inspiration and something that will stay with our team going forward.
As the event closed at the iconic House of Blues, participants took home more than just business cards—they left with actionable strategies for tourism marketing, tourism training, and professional certification. The momentum continues with tools and resources from Learn Tourism - the nonprofit academy, supporting DMOs and tourism professionals in their quest to elevate visitor experiences, drive economic impact, and build stronger, more sustainable communities.
“Learning is not attained by chance, it must be sought for with ardor and attended to with diligence.” – Abigail Adams
According to the World Economic Forum, 94% of business leaders expect employees to pick up new skills on the job, emphasizing the critical role of lifelong learning in building resilient organizations. Adult learning research shows that effective professional development is interactive, relevant, and focused on real-world challenges—exactly what this year’s Destinations International Convention delivered.
About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.