by Lisa A. Grimaldi | March 23, 2017
Following M&C's report yesterday that Destination Marketing Association International is changing its name to Destinations International, the association released a statement with further details on the new name and branding, as well as several new initiatives.
According to DMAI chairman Gary C. Sherwin and president/CEO Don Welsh, the change was based on feedback gathered from stakeholder interviews, paired with extensive analysis of key operational facets of the association.    
"This collaborative process, and ultimately our new brand, reflect the broader dimension of our organization," said Sherwin. "We are fundamentally changing the way in which we operate, and that begins with consistent engagement with our members."
"We realize we are a trade organization, not a marketing organization. Our members are the marketers. This is exactly why we felt the need to rebrand the organization," said Welsh. "Our efforts go far beyond a sharp new logo and a new name. Together with our members and partners, Destinations International represents a powerful, forward-thinking, collaborative association - exchanging bold ideas, connecting innovative people and excelling tourism to its highest potential."
The organization also released its new vision ("Our members are essential to the success of destinations worldwide"), mission ("We empower our members so that their destinations excel") and value proposition ("We want to inform, connect, inspire and educate our members to drive destination economic impact, job creation, community sustainability and quality of life through travel"), as well as its business plan for 2017
DMAI also revealed the following strategic goals:
• Industry advocacy leadership, to become the recognized advocate for the DMO industry;
• International impact, to expand DMAI's international footprint to grow membership, non-dues revenue and global impact;
• Strategic partnerships, to transform DMAI's partnership business model to create beneficial solutions for DMOs, partners and DMAI; and
• Next-generation professional development, to become the premier source for destination marketing and management education and professional development.
The goals align with four "pillars" DMAI has developed as key focus areas: community, advocacy, research and education. Among the new initiatives the group will launch to support them are a new website and three new educational summits for advocacy/research, board governance and convention services.