@mcliquid, according to the official documentation of "Key:destination" in the wiki, the value for this tag "should be contents of the sign, as it would be *read* from beginning to end" incl. 20:1 consensus on whether to use abbreviations that appear on signs is *no*. Note the wording "read" and that this doesn't necessarily correspond the the (primary or official) name of the place as it would be used for "Key:name" or "Key:official_name". See: https://wiki.openstreetmap.org/wiki/Key:destination#Value