Destinations Marketing Association International, often referred to and branded as DMAI, announced it will be updating its name to Destinations International during the 2017 CEO Summit in Nashville on March 21.
DMAI Chairman Gary C. Sherwin, CDME and CEO of Visit Newport Beach, Inc. and DMAI President and CEO Don Welsh announced the name change will become effective July 2017 during its Annual Convention in Montreal.
An eight-month rebrand review was conducted in collaboration with Miles Partnership and included feedback from stakeholder interviews. This information was also paired with an extensive analysis of key operations.
“This collaborative process, and ultimately our new brand, reflect the broader dimension of our organization,” Sherwin said during the 2017 CEO Summit held at The Westin Nashville. “We are fundamentally changing the way in which we operate, and that begins with consistent engagement with our members.”
Throughout 2016, DMAI said it reviewed past and current initiatives with the goal to build a new framework for the organization in 2017 and beyond. During this time, the team collectively established a new Vision, Mission and Value Proposition and subsequently a Business Plan for 2017, which are briefly outlined below.
- Vision: Our members are essential to the success of destinations worldwide.
- Mission: We empower our members so that their destinations excel.
- Value Proposition: We inform, connect, inspire and educate our members to drive destination economic impact, job creation, community sustainability and quality of life through travel.
“We realize we are a trade organization, not a marketing organization," Welsh said. "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," Welsh added. "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.”
Registration for DMAI's 2017 Annual Convention opens Friday, March 24. All programming for the convention will be held at Palais Des Congress de Montreal, located at the north end of Old Montreal.
