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Destination development is a Community Shared Value.

The role of the destination organization in its community is changing. As Jack Johnson and the Destinations International Foundation began espousing in the Finding Our Cornerstone brief, destination organizations are called on to assist and build the community in areas beyond visitor promotion. Community issues such as mobility, social strains, sustainability, and livability contribute to its brand and quality of place. The work of destination organizations not only brings tourism activity, but also amplifies the community brand, shows off its uniqueness, and contributes to economic vitality.