Dec 1, 2025
During our Thanksgiving-week Wednesday Webinar, Josiah Brown from New York's Best Experiences led a lively discussion on the fundamentals of advocacy for destination organizations. In particular, what advocacy really means for destination organizations, and why it matters now more than ever.
What Advocacy Is (and Isn’t):
Josiah opened by drawing a clear line between advocacy and lobbying. Advocacy is the ongoing work of educating stakeholders, building relationships, and demonstrating a DMO’s value. Lobbying is the formal act of influencing legislation. Many communities understand that tourism is important, he noted, but far fewer understand why DMOs are essential to sustaining a healthy visitor economy.
Why Advocacy Matters for DMOs:
Recent policy proposals—such as Florida’s attempt to divert hotel assessment funds—underscore the risk when the role of DMOs is misunderstood. Josiah encouraged destinations to communicate their impact beyond marketing alone: brand management, visitor experience, community vibrancy, and economic development all depend on a strong, well-supported DMO.
Key Messages to Share:
Josiah highlighted several resonant points destinations can use in conversations with officials and community partners:
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Tourism fuels the visitor economy, supporting small businesses, workforce growth, and quality of life.
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Youth and sports travel often create future residents and long-term talent pipelines.
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Destination stewardship demonstrates tangible benefits for residents, not just visitors.
Lessons From Other States and Cities:
Examples from Colorado and Duluth illustrated how quickly negative impacts appear when investment in tourism promotion declines. Strong advocacy ensures local leaders understand these risks before similar decisions surface in New York.
Looking Ahead: Josiah closed by encouraging destinations to build relationships year-round—so legislative visits simply reinforce existing connections rather than serve as the first touchpoint. New York Sherpa will be offering multiple Destination Advocate trainings across the state in the coming year for DMOs interested in strengthening their approach.
Thank you again to Josiah for presenting, as well as everyone who attended! You can view the recording above, and access the slide deck here.
About the NYSTIA Wednesday Webinar Series:
Back by popular demand, NYSTIA is once again hosting a free, weekly virtual workshop series in an informal, "coffee and conversation format. All are welcome to join and send invitations to your friends and colleagues! Each webinar is recorded and archived for post-event access. This season's webinar topics include: the outdoor recreation economy, tech in tourism, generative engine optimization, community branding, digital maturity, sustainable event planning, accessible recreation, & more! Sign Up for Free
Next Week: Trail Towns: Boosting New York's Outdoor Recreation Economy with Erica Schneider of Park & Trails New York and Morgan McClary of Montgomery County. Learn More & Register