Destinations International Urges Tourism Industry to Prioritize Precise Language
Destinations International has released updated lexicons to assist tourism organizations in communicating their value and community impact more effectively.
Potomac Falls, Virginia – Words hold significant power in shaping perceptions and fostering connection. In recognition of Dictionary Day, Destinations International (DI) is prompting the global tourism industry to carefully consider its language. The organization has released updated, research-based lexicons aimed at helping destination organizations communicate their value and societal impact more clearly and effectively to stakeholders.
The newly released 2026 Tourism Lexicon and 2026 Social Impact Lexicon offer guidance on language that connects tourism's contributions to community vitality, economic opportunity, and quality of life. These resources are designed to help destination organizations articulate their work to elected officials, residents, business leaders, and media.
"Words matter because words shape understanding and foster human connection," stated Don Welsh, President & CEO of Destinations International. "The work of destination organizations has evolved considerably, but sometimes the language we use to describe that work has not kept pace. The right words can help people understand that tourism is about much more than attracting visitors. It is about strengthening communities, supporting local businesses, creating opportunity, and improving quality of life."
Developed with support from the Destinations International Foundation, the lexicons are available for various countries and in multiple languages. They serve as practical tools to enhance communications across all platforms, from social media to strategic plans, ensuring that industry messaging resonates with community values and concerns, rather than remaining confined to internal jargon.