This study explores how safety, politics, public sentiment and broader societal issues shape meeting planners’ perceptions of destinations, and ultimately influence event selection and economic outcomes. Using survey data, interviews and traveler sentiment analysis, the report offers clear insights into what drives destination trust, how reputational challenges can be addressed and why transparency, collaboration and consistent storytelling matter. It equips destination organizations with actionable strategies to mitigate risk, strengthen appeal and support planners in advocating for their locations.

Example social content to help destinations share advocacy messages and highlight the impact of travel promotion.

Concise, persuasive sample language for responding to local coverage or elevating travel issues in community publications.

Example format for announcing travel milestones, funding wins or campaign launches.

Example opinion piece framework to help destinations advocate publicly for travel investment and awareness.

Guidance to help communicate the economic and community value of destination marketing.

A customizable template to help destinations clearly communicate funding needs and policy priorities to local or state leaders.

A practical guide outlining proven strategies to engage policymakers and build sustained support for travel promotion.

This Longwoods International report chronicles how Colorado’s elimination of its state tourism marketing budget in the early 1990s led to a sharp decline in visitation, billions in lost revenue, and a diminished national profile. It follows the state’s path to recovery after funding was restored, documenting strong returns on investment and a full rebound in market share. The report also details how efforts to replace public funding with private-sector support failed, underscoring the importance of coordinated, statewide promotion. Through decades of data, it provides one of the clearest demonstrations of the economic consequences of cutting tourism marketing.

A high-level synthesis of research on the broad social and economic benefits of destination promotion. This report documents how tourism marketing positively impacts community quality of life, resident sentiment, tax revenue, business development, and more. Based on real case studies across North America, the report illustrates how strategic promotion supports placemaking and destination branding, especially in mid-sized and emerging markets.