by Lisa A. Grimaldi | April 01, 2017
Destination Marketing Association International will change its name to Destinations International during the organization's annual meeting, to take place July 11-14 in Montreal. The move is a result of a rebranding of the association, which also announced several new initiatives.

This new direction is based on feedback gathered from stakeholder interviews as well as an extensive analysis of key operational facets of the association, according to DMAI chairman Gary C. Sherwin and president/CEO Don Welsh.

"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," said Welsh. "Our members are the marketers. This is exactly why we felt the need to rebrand the organization. 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 statement ("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, which can be found here.

While announcing its new name, DMAI also revealed several strategic goals:

 To become the recognized advocate for the DMO industry;

 To expand DMAI's international footprint to grow membership, non-dues revenue and global impact;

 To transform DMAI's partnership business model to create beneficial solutions for DMOs, partners and DMAI; and

 To become the premier go-to source for all things pertaining to destination marketing and management education, as well as for professional development.

The goals align with four "pillars" the association has identified as key focus areas: community, advocacy, research and education. Among the initiatives the association will launch to support those pillars are a new website and three new educational summits on advocacy/research, board governance and convention services.