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OTTAWA, Canada— Destinations International (DI) brought nearly 200 tourism professionals, policymakers and industry experts from North America, Europe and Asia to Canada’s capital for its inaugural Advocacy & Action: The Destination Impact Event , October 20–22, 2026, highlighting how destination organizations are increasingly expected to do more than attract visitors.
As geopolitical tensions, changing trade relationships, economic uncertainty and public funding pressures reshape tourism, the gathering focused on political advocacy, community engagement and organizational resilience. The central message was that destination organizations must demonstrate their contribution to jobs, economic development and residents’ quality of life — while preparing for emerging environmental and political risks.
From Tourism Promotion to Political Advocacy
The event combined DI’s former Advocacy Summit and Thrive Summit into a single gathering, bringing destination advocacy, organizational leadership and community impact under one program.
Canadian Prime Minister Mark Carneysent an official greeting, thanking Destinations International for its “commitment to promoting and facilitating international collaboration in the tourism sector.”
“At a time when political and economic developments are creating significant uncertainty for destinations around the world, there could not have been a more appropriate place for this conversation than Ottawa,” said Don Welsh, president & CEO of Destinations International. “Destination organizations are navigating challenges that extend well beyond traditional tourism promotion. They must be effective advocates, trusted community partners and resilient organizations capable of demonstrating their value. Advocacy & Action was designed to provide the insights, relationships and practical tools to help them succeed.”
For destination management organizations (DMOs), the shift has practical implications. Public authorities increasingly expect evidence that tourism spending benefits local businesses, supports employment and contributes to community priorities. Visitor arrivals alone may no longer be sufficient to justify public investment.
Tourism Beyond Borders: Politics, Trade and Diplomacy
An opening plenary at the National Gallery of Canada, organized by Ottawa Tourismand the Tourism Industry Association of Ontario (TIAO), examined tourism’s role as an economic driver, diplomatic connector and cultural bridge.
Moderated by Ryan McDonald, editor of Politics and Economy at The Globe and Mail , the discussion featured:
- Victoria Clarke, CEO, Visit Mississauga
- Gordon Orr, CEO, Tourism Windsor Essex Pelee Island
- Isabel Hill, former director of the U.S. National Travel and Tourism Office
- Shin Osuka, director, Japan Travel and Tourism Association
- Adam Burke, president & CEO, Los Angeles Tourism
Hill drew on her experience across four U.S. administrations to discuss tourism’s role in navigating geopolitical change and maintaining international relationships.
The participation of representatives from Canada, the United States and Japan emphasized an important reality: tourism depends on international cooperation even when political relationships become strained.
Two New Resources Address Advocacy and Climate Risks
A significant outcome was the introduction of two practical publications intended to help destination organizations strengthen their communications and resilience.
1. Advocacy & Action Messaging Guide
The guide provides recommendations for communicating tourism’s economic and social value to elected officials, government agencies, business partners and residents.
It encourages destinations to connect tourism with employment, economic opportunity, quality of life and community development, moving beyond conventional visitor statistics toward more comprehensive measures of public value.
2. Weathering the 2026–27 El Niño Cycle Industry Brief
The second publication addresses potential climate-related disruptions affecting destinations and visitor economies across North America.
It emphasizes preparedness, risk assessment and cooperation to help destinations anticipate possible impacts on infrastructure, visitor experiences, local businesses and communities.
The two publications reflect a broader challenge for tourism organizations: they must simultaneously defend tourism’s economic importance and prepare for risks that can disrupt the industry.
Additional information is available through DI’s Advocacy & Action initiative .
Tourism Is Trade: A Canadian Perspective
Another session, Tourism Is Trade: Lessons from Canada for Destinations Everywhere , explored tourism’s position as an export industry supporting businesses, jobs, investment and national competitiveness.
Moderated by Michael Crockatt, president & CEO of Ottawa Tourism, the discussion included:
- Adrienne Foster, chief, Advocacy and Public Affairs, Hotels Canada
- Sébastien Benedict, president & CEO, Tourism Industry Association of Canada
- Bradley Sutherland, director, Business Development, Air Canada, and chair of Meetings Means Business Canada
The panel connected tourism policy with trade, infrastructure, workforce development, Indigenous economic development and reconciliation.
For destination leaders internationally, the Canadian discussion offered a potentially useful approach: positioning tourism within wider economic and government priorities rather than treating it as an isolated promotional activity.
Professional Development and Destination Leadership
The event was preceded by courses in Destinations International’s Certified Destination Management Executive (CDME)program.
DI describes CDME as the tourism industry’s highest individual educational achievement, designed to prepare destination professionals for increasingly complex management and leadership responsibilities.
The educational component complemented the advocacy discussions by emphasizing strategic decision-making, professional development and collaboration among destination organizations.
Ottawa’s Role and Industry Partnerships
Ottawa Tourism served as the host destination, with support from Michael Crockatt and his team, alongside industry partners including the Tourism Industry Association of Canada, the Tourism Industry Association of Ontario and Hotels Canada.
” Ottawa provided an exceptional backdrop for important conversations about the future of our industry,” said Sophia Hyder Hock, chief impact officer for Destinations International. “We are grateful to Michael Crockatt and the Ottawa Tourism team for their outstanding hospitality, and to the many speakers, partners and destination professionals who shared their knowledge and experience, as well as to the Tourism Industry Association of Canada, Tourism Industry Association of Ontarioand Hotels Canada. Their contributions reinforced the importance and power of bringing our global community together to address common challenges and identify practical solutions.”
Editor’s note: The opening quotation above begins “Ottawa”; the preceding space is typographical only.
A further highlight was the Destinations International Foundation Circle Dinnerat Ottawa’s National Arts Centre.
The dinner recognized destinations and industry partners contributing US$25,000 or more annuallyto the Foundation’s Annual Investment Campaign. These investments support the Foundation’s work and industry development initiatives.
What This Means for Destination Organizations
The Ottawa gathering illustrates how the responsibilities of destination organizations continue to expand.
Tourism promotion remains important, but destination leaders are increasingly expected to influence public policy, engage residents, address climate risks and demonstrate measurable community benefits.
That expansion also raises questions about capacity. Smaller destination organizations may face particular difficulties financing research, advocacy and resilience initiatives while maintaining their traditional marketing responsibilities.
The next test for Destinations International will be how effectively its new tools translate into measurable improvements for destinations with very different resources, political environments and community needs.
The event’s significance may ultimately lie less in the number of delegates attending Ottawa than in whether destination organizations can strengthen their position as credible partners in economic and community development.
More information is available at Destinations International .
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