In recognition of Dictionary Day on October 16, the birthday
of Noah Webster, the father of the American dictionary, Destinations
International (DI) has encouraged destination leaders around the world to think
carefully about the words they use to describe tourism, their organizations and
the impact they have on
the communities they serve.
As a result, DI released its 2026 Tourism Lexicon and 2026
Social Impact Lexicon, research-based resources designed to help destination
organizations communicate more clearly with elected officials, residents,
community leaders, board members, business leaders, media and other
stakeholders.
“Words matter because words shape understanding and foster
human connection,” said Don Welsh, president & CEO of Destinations
International in a statement. “The work of destination
organizations has evolved considerably, but sometimes the language we use
to describe that work has not kept pace. The right words can help people
understand that tourism is about much more than attracting visitors. It is
about strengthening communities, supporting local businesses, creating
opportunity and improving quality of life.”
Since 2018, DI has developed and updated its Tourism
Lexicon, examining the language used by public leaders and identifying words
and concepts that connect tourism and destination promotion with the priorities
and values of the communities that destination organizations represent. Editions
are available for the U.S. and Canada in English and Canadian French and for
Australia and the U.K. in English.
According to DI, the underlying principle is that ‘facts
matter, but how those facts are communicated matters too.’ Statistics about
visitor spending, jobs, tax revenue and economic impact become more meaningful
when they are connected to things people experience in their everyday lives –
their community, local businesses, opportunities, services and quality of life.
“A destination organization can have compelling data and a
powerful story, but neither will have its full impact if we communicate in
language that only our own industry understands,” said Sophia Hyder Hock, chief
impact officer at Destinations International. “World Dictionary Day is a
fitting reminder to look beyond tourism terminology and use words that connect
our work with what people genuinely care about in their communities.”
DI’s approach to effective language emphasizes several
fundamentals: keep messages simple, provide context, communicate consistently,
establish credibility and connect facts with shared values. Above all, the
words an organization uses should be supported by its actions.
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