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Destination Discourse

Destination Discourse

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 Destination Discourse is the essential podcast for DMOs and travel industry professionals who want to stay ahead in destination marketing, stewardship, and management. Hosted by industry experts Stuart Butler and Adam Stoker, each episode delves into the key issues and trends shaping the future of tourism. From cutting-edge innovations to the complex challenges of destination management, we offer thought-provoking insights, honest debates, and practical takeaways. Part love letter to the industry, part therapy session, and part user manual, Destination Discourse is your trusted source for real talk and expert advice. Join us to explore inspiring campaigns, hear from leading voices, and gain the insights you need to elevate your destination strategies. Economía Marketing Marketing y Ventas
Episodios
  • 31: Is There a Right Way to Roll Out AI? (Janette Roush & Vimal Vyas)

    31: Is There a Right Way to Roll Out AI? (Janette Roush & Vimal Vyas)
    May 22 2025
    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.
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    59 m
  • 30: What if the Critics of DMOs are Right? (Camden Bernatz)

    30: What if the Critics of DMOs are Right? (Camden Bernatz)
    May 15 2025
    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
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    53 m
  • 29: Is Politics or Pricing Keeping Canadians Away? (Amir Eylon)

    29: Is Politics or Pricing Keeping Canadians Away? (Amir Eylon)
    May 8 2025
    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.
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    52 m
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