Within six months of launching it, the Destination & Travel Foundation has raised $3.54 million for its Destination Excellence campaign, it announced last month at the Destination Marketing Association International's 95th Annual Convention in Atlanta. The campaign, which seeks to address the three most pressing issues facing destination marketing organizations—relevancy, technology and social responsibility—has already achieved 88 percent of its previously announced goal of $4 million.

"The Destination & Travel Foundation is committed to building a strong future for DMOs," Foundation Chair Steve Moore, CEO of the Greater Phoenix Convention and Visitors Bureau, said in a statement. "Now, more than ever, we need to demonstrate the role DMOs play in bringing millions in visitor numbers, meeting revenue and tax dollars to our communities. Our industry has come under attack like no other time that I can remember. The Destination & Travel Foundation is here to help us make it through—to be even stronger than we were before."

Because of the recession, the foundation has turned its attention first to the relevancy component of its campaign, which it said focuses on helping DMOs streamline communications with their city, state and federal government officials. As part of the campaign, the foundation helped organize DMOs in May during National Travel & Tourism Week and is currently working with the U.S. Travel Association on a study promoting the benefits of business travel.

"The Destination Excellence campaign affords the DMO community the chance to make a quality investment in the future of our industry," said Foundation Executive Director Jim Duda. "The campaign deliverables—such as empowerMINT.com and leading research reports—will provide the necessary tools to illustrate the DMOs' contribution to the success and growth of their destinations."

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