DMAI Unveils New Name and Brand During 2017 CEO Summit

March 23, 2017

Destination Marketing Association International (DMAI) Chairman Gary C. Sherwin, CDME and President and CEO of Visit Newport Beach, Inc. and President and CEO Don Welsh unveiled that DMAI will become Destinations International, effective July 2017 during its Annual Convention in Montreal. 

The announcement was made during the 2017 CEO Summit at The Westin Nashville, where a record 182 guests were in attendance. 

Through collaboration with Miles Partnership, feedback gathered from stakeholder interviews, paired with extensive analysis of key operational facets of the Association contributed to the eight-month rebrand review.   

“This collaborative process, and ultimately our new brand, reflect the broader dimension of our organization,” Sherwin said.  “We are fundamentally changing the way in which we operate, and that begins with consistent engagement with our members.”

Throughout 2016, DMAI 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 the Business Plan for 2017.

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.  Our members are the marketers.  This is exactly why we felt the need to rebrand the organization,” Welsh said.  “Our efforts go far beyond a sharp new logo and a new name. 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 the 2017 Annual Convention opens Friday, March 24.  As the premier event for destination marketing and management professionals, DMAI's 2017 Annual Convention provides a unique opportunity for professionals to connect with and learn from peers and thought leaders from inside and outside the industry.  

All programming for the convention will be held at Palais Des Congress de Montreal, located at the north end of Old Montreal in Montreal's borough of Ville-Marie.  

In 2017, DMAI will continue the promise to educate, inspire and create while in Montreal, Canada, as they celebrate their 375th anniversary of this historic city.

Richard St. Pierre, president of C2 Montreal, will deliver the keynote on July 12, the first day of the Annual Convention. 

C2, considered by many to be the next SXSW in Canada, is a “global convener” voted the most innovative meeting of North America for two consecutive years. 

In 2017 and beyond, DMAI will continue to provide its members with research, networking opportunities, professional and organizational development, and certification programs, all keeping both individuals and organizations at the front of the industry curve. 

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