On Dictionary Day, Destinations International Reminds Tourism Industry: Words Matter

2026 Tourism and Social Impact Lexicons provide research-based language to help destination organizations communicate their value to communities and stakeholders

POTOMAC FALLS, Va., Oct. 15, 2026 /PRNewswire/ -- Words have the power to inform, connect and change perceptions. In recognition of Dictionary Day on October 16, which observes the birthday of "father of the American dictionary" Noah Webster, Destinations International (DI) is encouraging 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.

To help, DI recently released its 2026 Tourism Lexicon and 2026 Social Impact Lexicon, research-based resources designed to help destination organizations communicate more clearly and effectively 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. "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."

DI has developed and updated its Tourism Lexicon annually since 2018, 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 destination organizations serve.

The underlying principle is simple: 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.

The 2026 Tourism Lexicon provides research-based language for communicating the value of tourism and destination organizations. Editions are available for the United States, United Kingdom, Australia and Canada, including English and Canadian French versions.

The updated 2026 Social Impact Lexicon focuses on language that helps destinations communicate tourism's broader contribution to community vitality, economic opportunity, quality of life and welcoming communities. Editions are available for the United States and Canada in English and Canadian French, and for Australia and the United Kingdom in English.

The lexicons were developed and translated with support from the Destinations International Foundation, a nonprofit organization dedicated to innovation and resource incubation that empowers destinations to excel. By promoting new ideas and solutions, the foundation equips destinations around the world with tools to better communicate their value and impact within the communities they serve. The lexicons reflect this commitment to investing in innovative research and practical resources that strengthen destination organizations and advance the industry.

"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."

From Industry Language to Community Language

The lexicons are intended to be practical tools, not simply lists of recommended words. Destination organizations can use them to inform communications with elected officials, media interviews, presentations to boards and community groups, resident engagement, strategic plans, websites, social media and other advocacy efforts.

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.

World Dictionary Day is observed annually on October 16, the birthday of American lexicographer Noah Webster. For destination organizations, DI believes the occasion offers a useful reminder that vocabulary is more than a communications consideration. The words we choose influence how people understand the work we do and why it matters.

The 2026 Tourism Lexicon and Social Impact Lexicon are available at destinationsinternational.org/tourism-lexicon. 

About Destinations International
Destinations International is the world's largest and most trusted resource for destination organizations, convention and visitors bureaus (CVBs) and tourism boards. With more than 11,000 members and partners from over 800 destinations, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.

About the Destinations International Foundation
The Destinations International Foundation is a nonprofit organization dedicated to empowering destination organizations globally by providing education, research, advocacy and leadership development. The foundation is classified as a charitable organization under Section 501(c)(3) of the Internal Revenue Service Code and all donations are tax-deductible. For more information visit www.destinationsinternational.org/about-foundation.

SOURCE Destinations International