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
  • 28: Is Destination "Stewardship" the Right Word - or just the best one we have? (Jason Holic)

    28: Is Destination "Stewardship" the Right Word - or just the best one we have? (Jason Holic)
    May 1 2025
    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.)
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    52 m
  • 27: Is Stuart Right About the Future of DMOs?

    27: Is Stuart Right About the Future of DMOs?
    Apr 24 2025
    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.
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    58 m
  • 26: What Happens to DMOs When Everything Changes?

    26: What Happens to DMOs When Everything Changes?
    Apr 17 2025
    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.
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    1 h y 11 m
  • 25: Is Code Switching The Untapped Superpower For DMOs? (Matt Stiker & Kwaku Amuti)

    25: Is Code Switching The Untapped Superpower For DMOs? (Matt Stiker & Kwaku Amuti)
    Apr 10 2025
    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!!!
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    56 m
  • 24: Is Your DMO More Than a Marketing Agency? (Heath Dillard)

    24: Is Your DMO More Than a Marketing Agency? (Heath Dillard)
    Apr 3 2025
    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!
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    52 m
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