Destinations International opens applications for the new “Tourism for All” certification program: six months of virtual learning for more inclusive, community-focused tourism
Destinations International (DI), a global professional association that brings together destination organizations and convention & visitors bureaus, announced on 04 February 2026 that applications are open for the new
Tourism for All certification program. It is a six-month virtual, cohort-format program designed to equip destination leaders with practical tools to build more welcoming, accessible and community-focused tourism policies. DI emphasizes that the program provides participants with tools to align stakeholders, strengthen community partnerships and develop destinations where both visitors and residents can feel welcome.
At a time when tourism in many places is increasingly measured not only by arrival numbers but also by its impact on quality of life, public-space accessibility and relations with local residents, DI presents this program as a response to the need for systematic management of what it calls the “competitive advantage of welcome.” According to DI, destinations that manage to create a sense of safety, respect and belonging for a broader range of people gain reputational and market advantages, while also reducing the risk of conflicts with the local community and strengthening resilience to crises. In that logic, “welcome” is not a campaign but an operational standard: the way a community receives guests, how organizations work with partners and how services adapt to different needs.
What “Tourism for All” is and why DI is expanding the program through a certificate
According to Destinations International’s official materials,
Tourism for All is a virtual, self-paced certification program based on a framework that DI describes as a proven approach to building community-led and welcoming tourism. The program is structured so that participants go through expert online modules and practical exercises, and then develop action plans and implementation strategies tailored to their own destination. DI emphasizes the shift “from intention to action” and highlights the role of destination organizations as a “convener” that brings together the public sector, private entities and the community around shared values and actionable standards.
The development of “Tourism for All” is also linked to earlier initiatives. Industry media and local releases in the United States state that a pilot program of the same name was introduced in 2022, in partnership with the Charlottesville Albemarle Convention & Visitors Bureau and in collaboration with Tripadvisor. At that stage, the emphasis was on creating a pledge and action plan, developing more inclusive tourism products and supporting partners in the destination to become more welcoming and accessible. DI is now operationalizing that concept through a certificate, a clearer timeline and the obligation to produce actionable action plans, with the goal that the model can be applied consistently across different settings and measured through concrete implementation.
Dates, format and price: two cohorts in 2026
On the program’s official page, Destinations International states that
registration for the first cohort is open, with the following dates and deadlines:
- Cohort 1: 3 March – 31 August 2026.
- Applications open for cohort 1: 3 February 2026 (applications were also open on 04 February 2026.)
- Cohort 2: 5 June – 30 November 2026.
- Applications open for cohort 2: 5 May 2026.
The program is virtual and self-paced, but it is organized as a cohort experience. In practice, this means that participants, alongside asynchronous learning, have structured stages, shared points of exchange and the expectation to complete assignments and plans in a certain rhythm. DI specifically highlights access to a peer network, virtual and in-person gatherings, and ongoing support and resources through collaboration with “impact experts.” Such a design is important for destination organizations that often work with limited teams: instead of general recommendations, the program is set up so that participants shape an implementation plan in parallel during the training, with a clear link between learning and implementation.
When it comes to pricing, DI differentiates between members and non-members, while stating that the program is open to everyone:
- Destinations International members: 795 U.S. dollars
- Non-members: 995 U.S. dollars
DI links the price to a combination of training and a “train the trainer” model, in which participants retain the materials after completing the program so they can facilitate in their community. Compared with traditional multi-day in-person programs, the virtual format reduces travel and logistics costs, but requires internal support and discipline to complete. That is precisely why DI introduces the requirement to produce an action plan and an implementation plan as the key criterion for receiving the certificate.
Four pillars: how DI defines the “proven framework” of welcome
The backbone of the program consists of four pillars, which DI presents as core practices for building a destination where welcome is not reduced to a slogan but is embedded in workplaces, services, partnerships and promotion. According to DI, the framework is designed to help destinations align stakeholders around shared values and create conditions for long-term community well-being and sustainable tourism growth. The pillars are conceived as interconnected, because accessibility and inclusion cannot be built only through promotion, but also through the way work is done, collaboration happens and services are delivered.
- Workplaces: ensure that business environments are safe, supportive and welcoming for employees and colleagues. DI links this pillar to a culture of respect, safety and belonging, which is a prerequisite for quality service and workforce retention. In tourism, where work is often seasonal and under the pressure of high visitor volumes, workplace standards directly affect employee satisfaction and indirectly the visitor experience.
- Visitor Experience: design the destination as a safe, accessible and welcoming space for visitors and community members. DI speaks of accessibility in a broader sense—from physical infrastructure to clear information and a sense of safety. In practice, this includes reviewing the “user journey,” from planning and arrival to moving through the destination, using services and providing feedback.
- Community Partnerships: build collaborations that strengthen local well-being and economic vitality. DI notes that tourism cannot be sustainable without cooperation with local entrepreneurs, associations, institutions and residents. This pillar also includes building trust and aligning tourism goals with local priorities so that the benefits of tourism are recognized and distributed more fairly.
- Marketing & Promotion: develop strategies that authentically represent the community and attract people of diverse backgrounds and abilities. DI emphasizes the importance of realistic and inclusive messaging, avoiding stereotypes and consistency between what a destination communicates and what it actually offers on the ground.
In its public materials, DI does not publish detailed content for each lesson, but the “four pillars” architecture itself suggests that the program approaches inclusion as a governance issue. In practice, accessibility and welcome barriers often arise at the intersection of infrastructure, procedures, communication and expectations, so solutions must be built in a coordinated way. DI therefore emphasizes that destination organizations should take on the role of a “convener”—the one who brings stakeholders together and guides them toward shared standards and measurable steps.
Program structure: onboarding, “train the trainer” and local facilitation
DI describes the program as a journey that begins with educating destination leaders and ends with them becoming facilitators of change in their own setting. According to DI, the first six months cover onboarding and the
Train the Trainer model: participants complete key modules, develop local action plans and prepare to run the program within their communities. To receive the certificate, destination leaders must submit an action plan and a community implementation plan and, according to DI, obtain approval—linking certification to a concrete and applicable document.
After six months comes the local facilitation phase. DI states that the certified leader then guides local businesses and partners through the “Tourism for All” framework, applying the four pillars to specific situations in the destination. It is also key that leaders retain access to program materials so they can use them to educate and align partners. This design aims for a multiplier effect: instead of knowledge remaining in a single organization, it should become part of the operating standards of the broader tourism ecosystem, from service industries to public and cultural institutions that shape the sense of place.
In addition, DI highlights networking and ongoing resources. Participants gain access to a peer network, virtual and in-person meetings, and additional materials and support, which should facilitate long-term implementation. In practice, that “post-program” component often determines whether education turns into changes in behavior and processes, or remains at the level of good intentions and declarations.
Who the program is for and what changes are expected in destinations
DI states that the program is intended for destination leaders and organizations that manage product development, promotion and stakeholder collaboration in the destination. At the same time, DI clearly emphasizes that the ultimate users of the framework are local businesses and partners, because certified leaders will use the program for facilitated community learning. In practice, this means that the destination organization positions itself as a “community leader” and “trusted convener,” which DI particularly emphasizes: the role is not only to attract visitors, but also to build the capacity of local stakeholders and align visitor expectations with the real possibilities and priorities of the community.
DI defines “welcome” through safety, accessibility and a sense of belonging. This approach suggests that destinations are encouraged to work on operational standards: from internal culture and employee relations to how services are designed and information is communicated. In a digital environment, where impressions are formed through reviews and experiences that travelers share publicly, consistency between what is communicated and what is actually offered becomes crucial. DI positions the program as a tool that can help destinations harmonize practice and reduce the “gap” between promise and experience, thereby reducing reputational risks and strengthening trust.
The role of “impact experts” and partners: from social impact to accessibility
DI emphasizes that participants receive support from “impact experts,” i.e., partners with experience in inclusion, accessibility and social impact. In DI’s press release related to its industry events, it is stated that partners joining the virtual program during 2026 will include HospitableMe, Tourism Cares, The Culturist Group, Wheel the World and Tripadvisor. DI thus suggests that the program aims to combine the perspective of destination management with practical experiences of organizations working on accessibility, social inclusion and more responsible tourism.
The list of partners also points to a shift in market expectations. Accessibility and inclusion are increasingly not niche topics, but criteria by which travelers assess the safety and quality of a destination. At the same time, destinations increasingly feel the need to show in practice how they manage tourism growth and how they include the local community. In that sense, the DI program seeks to offer a structured path from education to local implementation, with tools and support that should help make “welcome” part of standard destination management rather than an occasional initiative.
Applications are open: the first cohort starts in March, the second in June
According to DI’s official information, applications for the first cohort have been open since 3 February 2026, and the program runs from 3 March to 31 August 2026. The second cohort is announced for the period from 5 June to 30 November 2026, with applications opening on 5 May 2026. DI says the program can be introduced as a broader strategy for the community and offered to local partners as a resource that supports sustainable growth and “shared success.” The extent to which individual destinations succeed in translating certification into visible changes on the ground will depend on the organization’s capacity, support from local stakeholders and continuity of implementation after the six-month cycle ends.
Sources:- Destinations International – official “Tourism for All” program page with dates, prices, description and structure ( destinationsinternational.org )- Destinations International – press release on initiatives and the inclusion of “impact experts” in 2026 ( destinationsinternational.org )- Charlottesville Albemarle Convention & Visitors Bureau – context for the pilot program and the development of the “Tourism for All” initiative ( visitcharlottesville.org )- PhocusWire – industry report on the pilot program announcement and partnership with Tripadvisor ( phocuswire.com )- ConventionSouth – industry context on the development of the “Tourism for All” program and collaboration with the local CVB ( conventionsouth.com )
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