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Strength in numbers will be the result as two of the industry’s larges travel associations join their foundation arms together. The Destination Marketing Association International and U.S. Travel Association have decided to combine the resources of their foundations—the Destination Marketing Association International Foundation and U.S. Travel Association Foundation—to create a stronger organization better capable of serving the interests of destination marketing professionals and highlighting the positive impact of travel.

The consolidated entity, to be known as the Destination & Travel Foundation, will bolster the destination marketing profession and travel industry by supporting activities through research, education, visioning and travel industry partnerships. "The Destination & Travel Foundation will be the leading travel and tourism foundation for generations to come," said Michael D. Gehrisch, DMAI President and CEO. "By joining the interests of destination marketing organizations and the greater travel industry, we will be better able to illustrate the importance of our industry on the world stage."

The new foundation will be established in the DMAI International offices and be led by the current DMAI Foundation Executive Director, Jim Duda, in collaboration and consultation with U.S. Travel staff. The board will be comprised of members from both organizations. Existing commitments funded by both organizations will continue.

"With so much at stake in today's challenging economic environment, and with so many members in common, it makes good sense for us to pool our resources to help destination marketing professionals and the industry as a whole while making the most compelling case for why travel matters," said Roger Dow, president and CEO of U.S. Travel Association. "There is a critical need for us to work collaboratively and envision our future together."

As part of the new alliance, the U.S. Travel Association Foundation will lend new support to the Destination Excellence: Investing in the Future of Destination Marketing campaign, which has a goal to raise US $4 million in pledges payable over five years. The Destination Excellence Campaign is being launched in response to the landmark 2008 Futures Study released last year by the DMAI Foundation which examined key trends, events, and developments with the goal of establishing a framework that DMOs could use to plan for the future. The three most pressing issues facing member organizations were identified as Relevancy, Technology and Social Responsibility.

The current economic climate has created an immediate need for the campaign’s Relevancy component, which will focus on helping DMOs streamline communications with their city, state and government officials "The market is changing and it is affecting how people meet and do business. We need to help our members illustrate the value they bring their communities and strengthen the message that business travel and tourism are critical elements to our economy," added Gehrisch.