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In this special July 4th mini-episode of Destination Discourse, Stuart Butler and Adam Stoker preview their upcoming session at ESTO 2025 in Phoenix, Arizona. The duo reveals the inspiration and format behind their live show on Monday, August 18 at 2PM - an interactive, debate-style session designed to challenge groupthink and spark honest dialogue across the destination marketing industry. They tease two provocative statements that will be up for discussion:
• “DMO websites will be irrelevant in 5 years or less.”
• “Our industry relies on vanity metrics and calls it attribution.”
Using live audience polling and real-time rebuttals, the session will blend humor, insight, and uncomfortable truths true to the Destination Discourse brand.
Plus, Stuart drops some major personal news: he’s now President of Visit Myrtle Beach. The hosts reflect on how far the show has come, express gratitude to their growing Desti-nation of listeners, and encourage everyone to attend ESTO, which they describe as a must-attend event for marketers who want meaningful content—not sales pitches.
This is a short but spicy episode, perfect for a holiday listen—and a reminder that sometimes the best way forward is to disagree, respectfully and out loud.
Subscribe, review, and tell a friend to join the Desti-nation. -
In this candid and cathartic episode of Destination Discourse, we welcome Emily Zertuche, CMO of Visit Corpus Christi, for one of our most honest conversations yet. Emily bravely steps onto the soapbox to explore a tension every destination marketing leader will recognize: Are today’s CMOs spending more time justifying their existence than driving meaningful impact?
We talk about the increasing pressure on destination marketing leaders to constantly prove value to boards, stakeholders, and residents, often at the expense of innovation and forward-looking strategy. Emily pulls back the curtain on how her time is split between reporting, advocacy, internal communication, and navigating a maze of expectations from hoteliers, elected officials, and the community.
Stuart and Adam dig into the broken model, the overwhelming demand for simplified reporting, and a provocative proposal: maybe CMOs aren’t marketing officers anymore—they’re Chief Value Officers. We also hear about Adam’s idea for a non-conference that gets real about the future of the industry and whether we’re ready for it.
Topics Covered:
• What is (and isn’t) the role of a CMO in a DMO?
• How advocacy work is quietly taking over marketing roles
• Why reporting fatigue is real—and often counterproductive
• The communication challenge: simplicity vs. transparency
• Stakeholder education, ownership, and managing expectations
• Using AI to translate complex reports into human language
• How to structure internal reporting and future-proof your team
• Could the next big industry conversation happen before Esto?
Join the Conversation:
Drop your hot takes or questions on LinkedIn or Spotify comments.
Want to rant about your own industry frustration? Email Stuart to be a guest on the show.
Subscribe, Share, and Review!
Help us push the industry forward—one uncomfortable conversation at a time. -
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Welcome back to Destination Discourse! In this episode, we’re joined by digital strategist, author, and podcast host Tim Peter to challenge and expand on ideas from our most popular episode to date — Episode 26.
We dive deep into the evolving role of websites, the risks and opportunities presented by AI-generated RFPs, and whether the future of digital customer interaction really requires throwing everything out and starting from scratch.
In this episode:
• Tim shares feedback and friendly fire on Stuart’s “death of the website” thesis
• Adam debuts an AI-generated RFP built from Episode 33’s transcript
• A debate unfolds around the role of human creativity vs AI in vendor selection
• Tim introduces his latest book Digital Reset: Driving Marketing and Customer Acquisition Beyond Big Tech
• We explore how DMOs can future-proof themselves in an era of agents, algorithms, and attention shifts
• Stuart and Tim agree: the future is about first principles, better content, emotional resonance, and making your brand the prompt
💬 “If your brand isn’t in the prompt, you’re already losing.” – Tim Peter
📕 Get Tim’s Book: timpeter.com/digitalreset or find it on Amazon / Bookshop.org
🎧 Tim’s podcast (soon to be rebranded): Thinks Out Loud
Mentioned:
• Episode 26: What Happens When Everything Changes?
• Adam’s “Destination Marketing Agent” custom GPT
• Flip.to and the evolving role of website search and conversion tools
📩 Got feedback or want to join the conversation? Email [email protected] or find us on LinkedIn.
🧢 Join the DestieNation. Subscribe. Review. Share.
🎙 Destination Discourse is a love letter, a therapy session, and a strategic sandbox for destination marketers who aren’t afraid to question everything.
#DestinationMarketing #TourismMarketing #DigitalStrategy #TimPeter #DMO #VisitMyrtleBeach #AIinTourism #Websites #RFPs #TheBrandIsThePrompt -
Welcome back to Destination Discourse! In this episode, Stuart Butler (Visit Myrtle Beach) and Adam Stoker (Brand not The Brand Revolt) tackle one of the most frustrating and broken systems in destination marketing: RFPs.
Are they fair? Are they functional? Or are they just outdated relics doing more harm than good?
With Stuart bringing the DMO perspective and Adam representing the vendor side, this conversation dives deep into the dysfunction of the traditional procurement process. We explore everything from recycled RFP templates and misaligned scoring systems to the misuse of AI-generated proposals and the ethics of spec work.
But it’s not just a vent session—we share practical solutions:
• How to restructure the scoring system to reflect real expertise
• Why DMO-vendor “dating” before contracting might be the future
• What a truly vision-based RFP could look like
• How AI is reshaping the cost, ethics, and strategy behind video content and UGC
• And why your lead presenter better be the one actually working on the account
Plus, we dig into Google’s Veo 3 AI video tool and whether fake influencers and AI-generated UGC have a future in destination marketing, or if they cross a line.
Subscribe, comment, and join the conversation. Let’s fix this thing together. -
This week on Destination Discourse, we welcome Dr. Maree Forbes, CEO of the National Travel Center and one of the leading voices pushing DMOs to see themselves as core players in economic development. Maree brings a fresh, unapologetic thesis: tourism is economic development and most communities have failed to treat it that way.
In this episode, we dive into
• Why tourism and economic development need to stop living in separate silos
• The hidden opportunity in aligning destination marketing with business attraction and resident recruitment
• How outdated visitor stereotypes are holding communities back
• What high-end hotel brands already know about evolving traveler profiles and how destinations can catch up
• The structure that’s helping communities like Topeka thrive through unified strategy
Plus, Adam and Stuart finally acknowledge their Spotify commenters, consider launching “Super Destie” merch, and debate the ROI of promotion vs. product.
If you’re a DMO pro, chamber exec, or economic developer looking to break old habits and build a better community, this episode is your blueprint.
Mentioned in this episode
National Travel Center: https://nationaltravelcenter.org
Subscribe for weekly episodes and deeper conversations on the future of destinations
#DestinationDiscourse #TourismIsEconomicDevelopment #DMO #PlaceBranding #DestinationMarketing -
In this episode of Destination Discourse, we dive into a surprising new dataset that’s forcing destination marketers to rethink everything they thought they knew about sports tourism. Stuart and Adam are joined by John David, President and CEO of Sports ETA, to unpack the latest national research. Spoiler alert: youth tournaments might just be delivering a bigger impact than we all realzed.
John reveals the findings from Sports ETA’s newly released reports, comparing the economic power of participatory sports (think soccer tournaments, cheer competitions, and travel baseball) versus spectator sports (NFL games, college football, and spring training). What he shares caught all of us off guard.
They break down the room night data, traveler spending, and broader community benefits that show participatory sports aren’t just a nice-to-have. They’re an economic engine. Myrtle Beach is held up as a case study in how sports tourism can extend a seasonal destination to a nearly year-round one while building long-term loyalty and repeat visitation from traveling families.
The episode also dives into destination content strategy as the team reflects on a recent viral wave of “unhinged” National Park TikToks that used unexpected tactics to grab attention. Can destinations learn something from thirst traps? Maybe. Should they try it? Probably not. But the conversation leads to thoughtful discussion about how DMOs balance brand trust, stakeholder expectations, and the pursuit of relevance in the modern attention economy.
In this episode:
• Why participatory sports tourism may be the most undervalued vertical in your destination strategy
• How room night and spend data flips conventional wisdom on its head
• What DMOs can learn from viral content without losing their brand voice
• The long-game value of turning youth athletes into lifelong travelers
• Why now is the time for rural and mid-size destinations to double down on sports
Whether you’re a veteran DMO leader or just starting to explore sports tourism, this conversation offers data-driven insights, a few laughs, and plenty to think about.
Resources and Links
Sports ETA Reports and Membership Info: https://www.sportseta.org
Contact John David: [email protected]
Listen on Apple Podcasts: Destination Discourse on Apple
Listen on Spotify: Destination Discourse on Spotify
Leave a review on Apple Podcasts or drop a comment on Spotify. You might just hear your shoutout in the next episode. Welcome to the DestiNation. -
In this episode of Destination Discourse, we’re digging into one of the biggest questions facing DMOs today: how should you be rolling out AI in your organization? Should you move fast and figure it out as you go, or slow down, build the right guardrails, and then scale?
To explore both sides, Stuart and Adam are joined by two of the smartest minds in the space:
• Jeanette Roush, whose early experimentation with AI helped shape industry conversations and earned her a new leadership role at Brand USA
• Vimal Vyas, who’s taking a more deliberate approach at Visit Raleigh, building AI into his organization’s long-term strategy, infrastructure, and training
We unpack the risks of jumping in too early, the danger of falling behind, and what happens when there’s no clear AI policy in place. Whether you’re cautious, curious, or already experimenting, this conversation is packed with insights on how to think more clearly—and act more confidently—when it comes to integrating AI into your DMO.
Topics Covered:
• Why AI policies matter and why most DMOs still don’t have one
• The real risks of moving too fast or too slow
• Building internal consensus and board support
• How to start with consumer impact in mind
• Tools, training, and what’s next for AI in destination marketing
Subscribe for more unfiltered conversations at the intersection of tourism, tech, and transformation. -
In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined by special guest Camden Bernatz, who brings a bold thought experiment to the table: What if we asked AI to make the best case against DMOs? What followed was a fascinating debate that covers criticisms of the DMO model, potential vulnerabilities, and the critical need for evolution in the face of decentralization, AI, and shifting traveler behavior.
Camden walks us through the case against DMOs—from lack of attribution and over-reliance on vanity metrics to perceptions of over-tourism and irrelevance in the digital age. But then we flip the coin and explore the case for DMOs—including their role as economic engines, conveners of crisis response, and equalizers for small destinations and businesses.
We don’t hold back. And neither does the AI.
This episode explores:
• The ROI argument—and why it’s not enough
• What critics get right (and wrong) about DMO inefficiencies
• How AI might arm DMO opponents with surprisingly good arguments
• Why coordinated strategy still matters in a decentralized world
• What DMOs can learn from being their own worst critic
View Camden's Thought Experiment: https://docs.google.com/document/d/1bj2Rp0_VSeqDVKGxmRmkHCVMuNbBTQ_l8gKahSEWv_g/edit?tab=t.0#heading=h.1c5ocsofqu6s -
In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome back Amir Eylon, President & CEO of Longwoods International, for a deep dive into two major issues shaking the DMO world: threats to tourism funding in Florida and shifting sentiment among Canadian travelers.
We kick things off with “Stu’s News,” breaking down two proposed Florida bills that could upend the state’s tourism funding model by eliminating local control and redirecting tourism taxes toward property tax relief. Amir shares his insider knowledge from decades in the industry—and a killer analogy involving political campaign spending—to expose the flawed logic behind the bills. Adam and Stuart discuss the larger implications for DMOs nationwide and why this should be a wake-up call for destinations to prove their value to residents, elected officials, and adjacent industries.
Then we shift gears to the north. Amir shares the findings from Longwoods’ new Canadian Traveler Sentiment Study, exploring how tariffs, political rhetoric, and—most significantly—a rough exchange rate are impacting Canadians’ plans to visit the U.S. We dig into what the data says, what surprised Amir, and how destinations like Myrtle Beach are adjusting their messaging to stay top of mind (and top of heart).
This episode is packed with insight, emotion, and action—plus some solid jokes about jet lag, British nicknames, and moms who care more about podcasts than their kids.
Key Topics:
• Florida’s proposed legislation and its potential to dismantle the current DMO funding structure
• Why logical arguments won’t win emotional battles—and what messaging really works
• How Myrtle Beach is responding to Canadian sentiment with a balanced mix of welcome messaging and value
• The difference between leading with data vs. backing up an emotional truth
• What destinations should (and shouldn’t) do next in the Canadian market
Resources:
• Longwoods International Canadian Traveler Sentiment Study: https://www.longwoods-intl.com
Subscribe, leave a review, and share the show with a fellow Destie. Your support keeps the conversation going. -
In this episode of Destination Discourse, Stuart Butler and Adam Stoker sit down with Jason Holic, Vice President of Digital Marketing at Experience Kissimmee—and a former elected official—to unpack a loaded topic: destination stewardship. What does it really mean? Is it marketing dressed up with a new name? Or a fundamental shift in the role of DMOs?
We talk through how Kissimmee approaches stewardship without abandoning its core mission, why the word “sustainability” can be politically limiting in Florida, and how the term “stewardship” offers more flexibility and opportunity. Jason shares how his team managed to plant over 100,000 trees globally through a meetings incentive program—and how it’s helped them gain community support without overstepping their role.
We also debate whether small DMOs can or should take on stewardship—and why your organization doesn’t need a big budget to think bigger about impact.
From AI in education to creating slam poetry about owned media, this episode has a little of everything—and ends with an unexpected idea: what if we built a matchmaking platform that connected destinations with the right kind of travelers?
Don’t forget to subscribe, share with your fellow “Desties,” and leave a review. (Yes, Adam might just read yours out loud.) -
In this follow-up to the previous episode, Adam Stoker returns after marinating on Stuart Butler’s bold predictions about the future of destination marketing—and he’s got thoughts. The duo dives deep into what it means for websites, content strategy, paid media, and the evolution of consumer behavior in the age of AI.
🧠 Main Topics Covered:
• ChatGPT as a discovery engine and emotional mirror
• The collapse of the traditional marketing funnel
• SEO vs. “emotional pattern matching” in AI results
• The existential threat to destination websites and paid media
• Why building a community of 1,000 true fans might be the most important marketing move a DMO can make
• Lessons from Nintendo’s community missteps and how destinations can avoid them
• The psychology of loyalty, emotional branding, and behavioral change
• Why feelings—not data—drive decision-making
• Structuring value exchange and expectations in destination communities
• The difference between personalization and individualization (and why it matters)
⚽ BONUS: Stuart somehow delivers passionate insights while simultaneously experiencing a real-time emotional rollercoaster as his beloved Manchester United pulls off a miraculous comeback.
💡 Key Takeaways:
• AI isn’t just answering questions—it’s curating content and connections based on emotional resonance.
• Traditional website journeys and paid impression models are at risk of irrelevance.
• DMOs must shift from mass messaging to micro-relationships built on trust, exclusivity, and emotional engagement.
• A “1,000 true fans” strategy could change the game—but it must avoid the traps of over-scaling and transactional thinking.
📣 CALL TO ACTION:
Are you the right guest to unpack the difference between personalization and individualization? We want to hear from you! Reach out if you have a POV that could shape where this conversation goes next.
Subscribe, like, and leave a review. And if you’re a vendor… please don’t send a generic cold email. -
In this solo therapy-style episode of Destination Discourse, co-host Stuart Butler opens up about an existential crisis he’s been having: what does the future hold for destination marketing organizations? And more importantly, what should we all be doing now to prepare for what’s coming?
Joined by Adam “Snoop Doggy Adam” Stoker, the duo explores a wide-ranging and unscripted conversation about:
• Why current media and website models for DMOs might not survive the next five years
• The compounding impact of AI and short-form content on consumer behavior
• How to build relevance through owned ecosystems and community gravity
• Why “1,000 true fans” may be the key to future-proofing your destination
• Lessons from Nintendo’s fully integrated ecosystem—and the risks of losing your fans’ trust
• The evolution from personalization to individualization
• What atomic content and persistent memory will mean for next-gen visitor engagement
• Why first-party data is the most important investment a DMO can make right now
• What cathedral thinking has to do with DMO strategy
• And how Myrtle Beach is betting on everything from branded entertainment to conversational booking
This one’s not polished. It’s not tightly scripted. But it’s packed with raw ideas, honest questions, and provocative thinking about what comes next for the industry. A must-listen for anyone serious about destination strategy and innovation. -
Welcome back to Destination Discourse! In this episode, hosts Stuart Butler and Adam Stoker are joined by not one but TWO powerhouse guests—Matt Stiker of Madden Media and Kwaku Amuti, a branding expert with decades of experience. This roundtable-style discussion explores the real challenges of collaboration in the destination marketing world. Are DMOs set up to collaborate, or is the system stacked against them? What happens when egos, outdated structures, or lack of trust get in the way? And how do we stop trying to be everything to everyone and start aligning around what really matters?
We dive into the tension between branding and bureaucracy, explore how code switching plays out both personally and professionally, and ask whether DMOs are doing enough to create spaces of genuine belonging—for their communities, their visitors, and each other.
Takeaways & Quotes:
• “Collaboration is hard when no one is willing to give up credit.”
• “We’ve got to stop code switching just to fit in—and start doing it as a bridge to belonging.”
• “You can’t market your way out of a leadership problem.”
• “Most DMOs don’t have a branding problem—they have an identity problem.”
• “If we can’t align internally, how are we ever going to create clarity for the visitor?”
Don’t miss this fun, foggy-headed (thanks to Stuart’s cleanse) and fiery discussion about what’s broken in DMOs—and how we might actually fix it.
Be sure to follow, like, and leave a review!!! -
In this episode of Destination Discourse, Stuart and Adam welcome Heath Dillard from Visit Greenville, SC, to explore how destination marketing organizations can move beyond surface-level metrics and become true stewards of community prosperity. The conversation dives deep into community alignment, the impact of branded entertainment like Carson City’s mini Hallmark film, and how resident sentiment can become a key performance indicator. Heath shares innovative campaigns like the “Home Alone 2” travel package and “Yes Day” experiences, plus bold takes on the role of DMO as a community convener, not just a marketing agency.
💡 Want to know what happens when you market for people, not just to them?
📈 Curious how to shift from counting clicks to cultivating community pride?
🎄 And yes—we talk about Hallmark movies and local influencers dressed as sarcastic elves.
Don’t miss this one—it’s part masterclass, part therapy session, and all love letter to the tourism industry.
👉 Leave a review and you might just hear it read out loud on a future episode! -
Welcome back to Destination Discourse! In this episode, Stuart Butler and Adam Stoker are joined by Kyle Edmiston, President & CEO of Visit Lake Charles, to discuss one of the most critical yet often overlooked aspects of destination marketing—employee engagement and culture.
🔹 Key Topics Covered:
✅ Why your team is the most valuable asset in your organization
✅ The power of employee surveys and how Visit Lake Charles uses Gallup Q12
✅ Common blind spots in leadership and how to address workplace challenges
✅ The role of culture in a hybrid and remote work environment
✅ How to encourage time off to avoid burnout and increase productivity
✅ Why DMOs should be measuring employee sentiment just like visitor sentiment
💡 Big Takeaways:
💬 “If you’re asking your employees for feedback, you have to act on it. Otherwise, you’re doing more harm than good.”
💬 “Culture isn’t just pizza parties and happy hours—it’s the sum of all interactions between team members.”
💬 “Your vacation time is part of your compensation—if you’re not using it, it’s like not taking your full paycheck.” -
In this episode of Destination Discourse, hosts Stuart Butler and Adam Stoker sit down with Scott Oklin, CMO of Visit Anaheim, to break down the new definition of luxury travel. Spoiler: it’s not just five-star hotels and private jets anymore.
We dig into:
✅ Why the definition of “luxury” is shifting (Hint: It’s more about experiences than opulence)
✅ How multi-generational families, wellness seekers, and adventure travelers are reshaping luxury tourism
✅ The biggest mistake destinations make when marketing high-end travel
✅ Why uncompromised hospitality is the new gold standard for luxury
✅ How DMOs can create personalized, high-end experiences without a luxury price tag
✅ Tactical strategies for marketing to luxury travelers in today’s tourism landscape
🚨 If your destination isn’t adapting to the changing luxury traveler, you’re leaving money on the table.
🎧 Listen in to learn how to redefine and market luxury travel for today’s audience!
🔔 Subscribe for more conversations challenging the status quo in destination marketing!
📌 Mentioned in the Episode:
• Visit Anaheim’s Luxury Travel Strategy
• Myrtle Beach’s Personalized Digital Experience Approach
• Traveling the Spectrum – Now Streaming on Peacock
💬 What does “luxury” mean to your destination? Drop a comment below!
#LuxuryTravel #DMOs #DestinationMarketing #TourismTrends #DestinationDiscourse -
The funding model for Destination Marketing Organizations (DMOs) is outdated and failing. So, what’s next?
In this episode of Destination Discourse, hosts Stuart Butler and Adam Stoker sit down with Brad Dean, the former CEO of Discover Puerto Rico and Visit Myrtle Beach, to discuss how he built multi-million dollar, resilient funding models that changed tourism forever.
We break down:
✅ How Myrtle Beach went from a $5M to $50M+ tourism budget
✅ Why Puerto Rico’s marketing was broken before Discover PR
✅ The biggest mistake DMOs make when advocating for funding
✅ How to win over politicians and communities to support tourism taxes
✅ Why taking risks is the only way forward for destination marketing
✅ Brad’s no-BS take on government dysfunction and why most DMOs settle for mediocrity
Brad doesn’t hold back in this brutally honest conversation. If you’re serious about breaking free from outdated funding models and securing the resources your destination actually needs, this episode is a must-watch.
🎧 Don’t just market your destination. Change the game.
🔔 Subscribe for more raw, unfiltered conversations challenging the status quo in destination marketing!
💬 What’s the biggest funding challenge in your destination? Drop it in the comments!
#DestinationMarketing #TourismFunding #DMOs #BradDean #TourismDevelopment #DestinationDiscourse -
In this episode of Destination Discourse, we’re diving deep into one of the most controversial topics in destination marketing: Is geolocation data actually helping DMOs, or are they using it completely wrong?
Special guest Jay Kinghorn from Zartico joins Stuart Butler (Visit Myrtle Beach) and Adam Stoker (The Brand Revolt) to challenge the way DMOs think about data—and why most of them are missing the mark.
What You’ll Learn:
🔹 The truth about geolocation data—is it really accurate, or are we just pretending?
🔹 Why DMOs are measuring the wrong things and how it’s hurting their strategy
🔹 The biggest mistakes in tourism data (and how to fix them)
🔹 Marketing attribution myths—why “conversions” aren’t what you think
🔹 Why most visitors don’t book for 4+ months after seeing an ad
🔹 Real-time visitor volume tracking—why it’s so hard (and is anyone actually doing it?)
🔹 How geolocation + spending data together can finally give DMOs the full picture
🔹 AI, privacy laws, and the future of destination data—what’s coming next?
Key Takeaways:
✅ Geolocation data isn’t perfect—but when used right, it’s the best proxy for real visitor behavior.
✅ DMOs are flying blind with outdated tracking methods—they need faster, more actionable insights.
✅ 85% of conversions happen 4+ months after first engagement—yet most marketing budgets ignore this!
✅ Closer markets book faster, farther markets need long-term nurturing—most DMOs aren’t adjusting strategy.
✅ Privacy laws & tech changes are shifting data tracking fast—DMOs who don’t adapt will get left behind.
Are we measuring the wrong things in destination marketing? Are we too comfortable with outdated data? Watch now to find out how to fix it.
🔥 Hit Subscribe for the boldest conversations in destination marketing!
#DMO #TourismMarketing #GeolocationData #TourismData #Zartico #DestinationMarketing #MarketingAttribution #DataDrivenMarketing #AI #TravelTech -
In this episode, Adam Stoker (The Brand Revolt) and Stuart Butler (Visit Myrtle Beach) sit down with Dan Rosenbaum to tackle one of the biggest challenges in destination marketing: silos within DMOs. Departments fighting over the same budget, fragmented strategies, and lack of shared vision are slowing progress. But is there a better way?
🔥 What we cover in this episode:
✅ Are DMOs structured for collaboration or competition?
✅ How can marketing, sales, tourism, and stakeholders work better together?
✅ The role of leadership in breaking down silos and driving a shared vision.
✅ The lessons we can learn from brands like Apple, Sony, and even the Super Bowl ads.
✅ Can data and AI help bridge internal gaps and unite teams?
💡 Key Takeaways:
• Leadership must create a shared vision that all departments buy into.
• Collaboration isn’t just about internal teams—airports, city governments, and stakeholders need alignment too.
• AI and data-driven decision-making can bridge gaps and create more efficient marketing strategies.
• The biggest mistake? Assuming things need to be done the way they’ve always been done.
📌 Guest: Dan Rosenbaum
• Former VP of Global Marketing at San Francisco Travel
• DMO Consultant and LinkedIn thought leader
📢 Subscribe for More Industry Insights!
🚀 If you’re in the tourism and destination marketing space, hit LIKE & SUBSCRIBE for more thought-provoking discussions!
#DMO #TourismMarketing #DestinationMarketing #SuperBowlAds #Leadership #BreakingSilos #MarketingLeadership -
In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined by Kristen Reynolds, President & CEO of Discover Long Island, to discuss the existential threats facing DMOs and whether they can survive in a rapidly changing industry. Kristen shares her perspective on why DMOs are at risk, how they need to evolve, and the steps they must take to stay relevant.
What You’ll Learn in This Episode:
• Why DMOs are struggling to prove their value to stakeholders
• The outdated funding model that puts DMOs at risk
• How AI and evolving consumer behavior are disrupting the industry
• The importance of marketing to residents, not just visitors
• Why DMOs need to diversify funding beyond tourism taxes
• The role of influencers and why DMOs must become the trusted voice of their destinations
• What lessons DMOs can learn from DI MarCom
• How economic development and talent attraction tie into the future of DMOs
Episode Highlights:
• Stuart shares key takeaways from DI MarCom, including the industry’s struggle with AI adoption and the ongoing debate around data attribution.
• Kristen explains why DMOs need to rethink their funding models and shift from being strictly marketing organizations to becoming true community builders.
• Adam discusses why DMOs must diversify their strategies and not rely solely on traditional marketing methods to remain viable.
• The conversation turns to how DMOs can protect themselves from political risks, why stakeholders don’t always understand their value, and what DMOs can do to better communicate their impact.
• Kristen shares how Discover Long Island is evolving its role, including producing engaging content like Long Island Tea Podcast and integrating tourism with economic development.
• The group explores whether DMOs should consider for-profit models and corporate sponsorships to ensure long-term sustainability.
Resources Mentioned in This Episode:
• MMGY 2025 Global Compass: https://www.mmgy.com/industry-insights/2025-global-compass/m
• Discover Long Island: https://www.discoverlongisland.com
• Long Island Tea Podcast: https://www.discoverlongisland.com/podcast/
• Tourism IQ: https://www.tourismiq.com
If you enjoyed this episode, don’t forget to subscribe and leave a review! - Mehr anzeigen
