Words Matter: Introducing the New Iteration of the Tourism Lexicon for Australia
Words Matter. Destinations International believes that destination organizations need to support their economic message with emotional and values-based appeal to convince political leaders and community stakeholders that these returns will vanish without destination organizations.
In partnership with the?Association of Australia Convention Bureaux (AACB), Destinations International released the new Tourism Lexicon for Australia.
We first released the United States Tourism Lexicon, a new way for destination organizations in the United States to talk to stakeholders back in 2018 at our Annual Convention in Anaheim, CA. We have since built lexicons for Canada and Australia.
As our world evolves, our advocacy team consistently reviews key words through tools like Cision and Quorum, used repeatedly by elected leaders when talking positively about travel and tourism and periodically releases new lexicons to fit our new normal.
Each lexicon helps provide destination leaders with simple, values-based words to help get their message across to their audiences in a way that connects their values to the community’s destination organization.
Thank you to our advocacy team including Jack Johnson, Andreas Weissenborn, Alyssa Poulin and Gabriel Seder for continuing to make sure these lexicons are updated to be an impactful tool for our destination organization leaders around the world.
Also, thank you to Andrew Hiebl, chief executive officer of AACB for working with our team on the release of this lexicon.
If you are ready to continue your effective communication to stakeholders, we encourage you to learn more about the Tourism Lexicon here.
Australian Chamber of Commerce and Industry
3 年Thanks Don Welsh! It was great working with your team on this important exercise in our mission to better articulate the amazing work that we do as destination organisations through the values of our communities.
Vice President of Corporate Sales | Certified Corporate Travel Executive (CCTE) Best-Selling Inspirational children’s author of “The Tiny Star, song writer - “Starlet, The Tiny Star,”and the Creator of “Stars.”
3 年Excellent Work!
WIN more Profitable Business now. Keynote Speaker & Sales Enablement Trainer. Turning Your Transactional Order Takers into Consultative, Relationship-Focused Sales Pros.
3 年I completely agree Don. Our industry needs to raise the stakes in terms of having better quality conversations. Asking killer questions and really listening to the answers will help to draw out these emotions. Only then can the right narrative be discovered.
Global Travel & Tourism Strategist | Former CEO | Specialist in Driving Revenue Growth & Performance | Consultant & Advisor to Boards & Senior Executive Management I Vice Chair of the Board, UN Tourism Affiliate Members
3 年Thanks for sharing