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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.

Key Community Audiences

Destination Organization icon

Destination Organization

Attractions icon


Residents icon


Visitors icon


Venues icon


Economic Development Agency icon

Economic Development Agency

Visitor Services icon

Visitor Services

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Corporate Community icon

Corporate Community

Local Government icon

Local Government

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Community Resources icon

Community Resources