The Culturist Group Named Impact Expert for Destinations International's Tourism for All Certificate Program

Bringing the 4R Framework to Destination Leaders Globally

February 4, 2026

The Culturist Group is proud to announce our selection as an Impact Expert for Destinations International's Tourism for All, a groundbreaking six-month professional certificate program designed to help destination organizations create welcoming, inclusive tourism experiences for all visitors and residents.

As one of five Impact Experts chosen to guide this inaugural virtual cohort experience, we're bringing our proprietary 4R Framework—Representation, Relevance, Resonance, and Reach—to destination professionals committed to moving from intention to action in inclusive tourism.

What is Tourism for All?

Tourism for All is a virtual, self-paced certificate program from Destinations International that equips destination professionals with the skills, frameworks, and tools to build community-driven, welcoming tourism. This virtual cohort experience helps destination professionals align local businesses around shared values that support visitor readiness, long-term community well-being, and the competitive advantage of welcome.

The program centers on four essential pillars:

• Workplaces: Creating safe, supportive environments for employees and colleagues

• Visitor Experience: Designing destinations that are accessible and welcoming to all

• Community Partnerships: Building collaborations that strengthen local well-being

• Marketing & Promotion: Developing authentic strategies that represent diverse communities

Running from March through August 2026, the program trains destination professionals who, upon obtaining their certificate, can introduce the program locally as a broader community strategy and offer it as an enablement resource to support sustainable growth and shared success.

The Culturist Group's Role as Impact Expert

As an Impact Expert, The Culturist Group provides specialized guidance, resources, and strategic frameworks to help virtual cohort participants translate inclusive tourism principles into measurable action. Our involvement centers on our proven approach to multicultural and inclusive destination marketing, helping destination professionals align their communities around the shared values of visitor readiness, well-being, and welcome.

Our 4R Framework for Tourism for All

We've adapted our signature 4R Framework specifically for Tourism for All participants:

1. Representation

We help destinations assess whether certain community segments aren't reflected, connecting with, or trusting their message. Through our guidance, participants evaluate the full range of needs, values, and operational aspects that foster belonging in tourism—from imagery and storytelling to stakeholder engagement and policy considerations.

2. Relevance

We work with destination leaders to evaluate how effectively their tourism engagement strategies and tactics connect with the intrinsic and extrinsic needs, interests, and cultural truths of their audiences. Our approach helps integrate relevance into every touchpoint of the visitor journey.

3. Resonance

Understanding what to say doesn't automatically create impact. We provide participants with the in-depth insights and expertise needed to craft resonant strategies and narratives that address foundational barriers to connection. Our qualitative research methodologies help uncover the cultural truths that make messaging truly resonate.

4. Reach

With community and consumer trust in media at historic lows, we guide destinations in identifying the channels, communication mechanisms, and media strategies that work best to ensure messages and desired actions register with intended audiences—particularly multicultural communities.

Our Tourism for All Process

We've designed a comprehensive pathway to support Tourism for All cohort members:

Phase 1: TFA Discovery (Complimentary for Cohort Members)

Our starting point gathers existing assets, insights, and foundational learnings as part of your Tourism for All cohort experience. This complimentary consultative session helps articulate the approach and programs that will foster belonging and deliver measurable impact.

Phase 2: Qualitative Insights

For destinations ready to deepen their understanding, we craft and deliver research programs that engage authentically with multicultural communities. We utilize first-person qualitative research and secondary cultural truths and sentiment to arrive at frameworks that account for all messaging gaps and needs.

Phase 3: Strategic Planning

Strategy-making relies on authentic, inclusive, and useful insights paired with cultural expertise. We help participants articulate their custom 4R approach and way forward, ensuring recommendations are grounded in both data and cultural understanding.

Phase 4: Campaign/Program Delivery

Every client receives a custom campaign or program crafted for their specific channels, budgets, timelines, and messaging goals. We don't believe in one-size-fits-all solutions—your community deserves strategies tailored to its unique context.

Phase 5: Measurement

Social impact must be tied back to how well we deliver against our 4R principles and your destination priorities. We help establish meaningful metrics that go beyond vanity numbers to measure true community belonging and visitor trust.

Why This Matters Now

Destination organizations face unprecedented challenges in building community trust while attracting diverse visitors. Generic approaches to diversity, equity, and inclusion often fail because they lack:

• Deep cultural understanding of specific communities

• Authentic research and insights from community members themselves

• Strategic frameworks that connect representation to measurable business outcomes

• Expertise in navigating the nuances between aspiration and implementation

Our work with Tourism for All addresses these gaps head-on. We're helping destination leaders understand that fostering belonging isn't just ethically right—it's essential for long-term destination competitiveness and sustainability.

What Destination Leaders Are Saying

Kim Sidoriak, President and CEO of Visit Carlsbad, shares: "Any destination seeking to mobilize its diversity and inclusivity positioning must take a step back to assess how its current infrastructure is equipped to build awareness and trust with multicultural communities and consumers. The Culturist Group provided us with important perspectives, tools, and a literal checklist that was custom to us and helped us to prioritize this work within our team and our community as we set out with a new destination brand."

From Certificate to Community Impact

One of the most powerful aspects of Tourism for All is what happens after destination professionals complete the program. Upon obtaining their certificate, participants are equipped to introduce Tourism for All locally as a broader community strategy—bringing businesses, stakeholders, and community partners together around shared values.

This virtual cohort experience prepares destination professionals to:

• Serve as local facilitators who guide businesses through the Tourism for All framework

• Offer the program as an enablement resource that supports sustainable growth across the destination

• Align diverse stakeholders around visitor readiness, long-term community well-being, and the competitive advantage of welcome

• Drive shared success by ensuring all community members understand their role in creating welcoming experiences

The Culturist Group's guidance throughout the cohort ensures that destination professionals leave with not just knowledge, but actionable tools and confidence to mobilize their communities effectively.

Who Should Join Tourism for All?

This virtual cohort experience is designed for:

• Destination professionals at DMOs and tourism boards seeking frameworks and tools to align local businesses around shared values

• Destination organizations ready to position themselves as community leaders supporting visitor readiness and long-term community well-being

• Tourism professionals committed to moving from diversity statements to measurable action and sustainable growth

• Communities looking to leverage the competitive advantage of welcome through this enablement resource

Our Commitment to the Program

As Tourism for All Impact Experts, The Culturist Group offers:

• Complimentary TFA Discovery sessions for all cohort members and Destinations International members

• Custom tools and checklists tailored to each destination's unique context

• Access to our multicultural research expertise and cultural insights methodology

• Ongoing support throughout the six-month program and beyond

• Real-world case studies from our work with destinations

Connecting People, Culture, and Message

At The Culturist Group, we believe in connecting people, culture, and message by finding and defining the emotional and human connections present in cultural truths reflected in places. Tourism for All gives us the opportunity to scale this approach, helping destination professionals across the country build the infrastructure needed to welcome all visitors authentically.

We're not just teaching theory—we're sharing proven frameworks, battle-tested tools, and hard-won insights from decades of multicultural destination marketing. Our goal is to equip every Tourism for All participant with the confidence and competence to return to their communities and serve as enablement resources, driving sustainable growth through the alignment of local businesses around shared values of visitor readiness, community well-being, and welcome.

Get Started

If you're part of the Tourism for All cohort or considering joining, we invite you to schedule your complimentary TFA Discovery session with The Culturist Group. We'll help you assess your current state, identify priority areas, and develop a roadmap customized to your destination's needs and goals.

For destinations already enrolled in Tourism for All, connect with us through the program's Impact Expert network. For those considering enrollment, register for Cohort 1 (March 3 - August 31, 2026) or sign up for updates about Cohort 2 (June 5 - November 30, 2026).

Together, we can transform tourism into a force for belonging, economic vitality, and community well-being.

About The Culturist Group

The Culturist Group is a values-oriented agency, offering award-winning fully integrated research, brand marketing and community engagement, and communications services, including MOSAEX™, an expert digital solution authentically connecting diverse and multicultural travel intenders with brands and destinations utilizing the latest AI and digital media technology to overcome traditional barriers in multicultural reach and scale.  We are proud to be aCertified LGBTBE® business.

Contact

For more information about Tourism for All or to schedule your complimentary TFA Discovery session, contact Danny Guerrero, CEO & Founder, at The Culturist Group.

Keywords: Tourism for All, inclusive tourism, destination marketing, multicultural marketing, DMO training, accessible tourism, community-driven tourism, destination diversity, welcoming tourism, tourism equity, destination inclusion, 4R Framework, Destinations International, destination management