Destinations International
Empowering communities through inclusive business events
DESTINATIONS INTERNATIONAL USES A TAMPA CASE STUDY TO ILLUSTRATE HOW TO CREATE IMPACTFUL EVENTS THROUGH ENGAGEMENT AND HOW THE FLORIDA DESTINATION ATTRACTED A RECORD ATTENDANCE
I n 2023 , when Destinations International ( DI ) announced the selection of Tampa Bay as the site of its 2024 Annual Convention , some of the association ’ s members expressed concern given recent anti-DEI legislation in Florida . After discussion and consultation with key stakeholders and Tampa leaders , DI decided to proceed but set a specific goal of putting to the test its long-held belief that deliberate engagement offers a more beneficial and impactful approach than boycotting .
The resulting ‘ Tampa Case Study ’ explores the consultations , strategy , planning , implementation and outcomes of this engagement , and demonstrates how the event succeeded in fostering meaningful connections , making an impact and leaving a positive legacy . The Annual Convention was organised to align with seven of the United Nations ’ Sustainable Development Goals ( SDGs ) to emphasise quality education , gender equality , decent work , reduced inequalities , sustainable communities , peace , justice and partnerships . These goals were integrated into the planning process to ensure long-term impact and community support .
The initiative was a tremendous success . The 2024 Annual Convention was DI ’ s largest ever , with nearly 2,000 attendees , including participants from over 30 countries and territories . DI worked closely with local vendors and non-profits , engaged with diverse communities and the event delivered an estimated direct local economic impact of $ 3.78m , including lodging , food & beverage , retail , recreation and other spending .
What convention attendees experienced in Tampa was a thriving city on Florida ’ s Gulf Coast known for its vibrant cultural scene , diverse population and robust economy .
With a population of almost 400,000 residents , the city ’ s rich cultural tapestry is reflected in its diverse communities , which include significant Hispanic , African American , Asian and LGBTQ + populations . They experienced Tampa ’ s commitment to inclusivity and community engagement and witnessed the city ’ s dynamic blend of historic charm and modern innovation combined with its strong emphasis on community , that makes an ideal location for events that celebrate diversity and local entrepreneurship .
The Tampa Case Study is divided into five parts , offering valuable insights and actionable strategies for event strategists and destination professionals spanning sales , marketing and community engagement functions . The case study is accompanied by a detailed toolkit that provides actionable guidance for meeting and event planners and destination organisations to implement similar inclusive strategies when planning and hosting events .
Sophia Hyder Hock , DI ’ s chief inclusion officer and lead author of the report said : “ Our vision extends beyond a single convention to creating a lasting imprint of inclusivity in Tampa and a model for others to follow . We sincerely hope this case study and toolkit serve as an informative and actionable document for destination organisations , event strategists , policy makers and anyone seeking to unleash the potential of travel to benefit local communities .” n n The report ‘ Tampa Case Study : Empowering Communities Through Inclusive Business Events ’ and accompanying toolkit are available free . Visit : destinationsinternational . org / tampacase-study .
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