Positively Cleveland announced today that it is changing its name to Destination Cleveland in order to better reflect the organization's emphasis on increasing travel and tourism in Northeast Ohio.

“Our job, first and foremost, is to position Cleveland as an exciting, vibrant destination for people who travel here from around the world, and for those who live here, as well,” said David Gilbert, President and CEO of Destination Cleveland, in a news release. “Our new name, Destination Cleveland, perfectly describes our daily mission."

According to the release, the need for a new name became apparent during the two years of research that preceded the group's "destination" brand launch.

The release also states that the new name reflects the organization's business model, which includes an increased emphasis on "increasing the economic impact of travel and tourism" and "enhancing the visitor experience."

The new name will appear on marketing materials right away. The group's website will remain thisiscleveland.com, while the Positively Cleveland logo will be phased out of the website over the course of the week. Social media handles on Twitter, Instagram, Facebook, YouTube and Pinterest will stay the same.

“The work we do as Destination Cleveland will not fundamentally change from what we’ve accomplished as Positively Cleveland,” said Gilbert in the release. “We’re proud of what we’ve done, but our best work is still ahead of us and we will continue to offer world-class service and a world-class experience to our visitors, whether they’re here on vacation or for business.”