Destination Discourse

In this episode of Destination Discourse, Stuart and Adam are joined by Christian Mengel of St. Joseph CVB—who is not the dating site, despite the name—for a compelling discussion about what destination marketers can learn from the decline of traditional media. Christian brings his background in journalism to unpack how newspapers, TV, and radio lost their position as trusted sources, and how DMOs may be on a similar path if they don’t adapt to shifting consumer behavior and technology. They explore:  • The new marketing equation: Attention + Trust = Success  • Why a Tampa real estate agent’s viral home tours offer a masterclass in modern content strategy  • How media lost control—and how AI threatens to do the same to DMOs  • Why consistency, creativity, and community connection are the new currency  • How to build coalitions of creators to shape narrative and build trust  • Why you can’t just claim authenticity—you have to earn it  • What Myrtle Beach is doing to future-proof its voice with a local Creator Collective This episode is equal parts warning, wisdom, and inspiration for DMOs ready to evolve before it’s too late. Call to Action: If you’re in destination marketing, don’t keep this episode to yourself. Share it with a colleague, subscribe on your favorite platform, and join us in redefining what it means to be relevant in the AI era.

We brought Destination Discourse to the main stage at ESTO 2025 for a special live debate—and it did not disappoint. In this high-energy session, Stuart and Adam tackled two provocative questions shaping the future of destination marketing:  1. Will DMO websites be irrelevant in 5 years?  2. Will the ROI of paid media continue to decline? With the audience choosing which side each of us had to argue (regardless of our actual opinions), we explored both sides of the argument—pushing boundaries, challenging assumptions, and asking what the future might hold for destination marketing. Key themes included:  • The rise of AI and conversational interfaces replacing traditional search behavior  • The shifting value of brand in the prompt era  • The battle between OTAs and destination-owned ecosystems  • Whether performance metrics are becoming a crutch or a compass  • What DMO websites should evolve into—if they’re going to matter at all  • Why upper funnel investment might be the smartest play in a fragmented media landscape We wrapped with audience Q&A and left the room with more questions than answers—which was exactly the point. ⸻ Takeaways:  • Don’t build a website. Build an immersive, personalized platform.  • Brand matters more than ever when AI chooses what to surface.  • Paid media isn’t dying—it’s just getting more expensive and harder to measure.  • If you’re not in the prompt, you’re not in the trip.  • DMOs must stop measuring what’s easy and start measuring what matters.  • The future isn’t fixed—and that should excite us. ⸻ Call to Action: Whether you were in the room or not, we hope this episode gets you thinking differently. Share it with a colleague, spark a conversation, and stay tuned for more Destination Discourse episodes that challenge conventional wisdom.

In this jam-packed episode of Destination Discourse, Stuart and Adam welcome Kristen Adamo, President & CEO of Go Providence, for a powerful conversation about the evolving role of destination marketing organizations—and more specifically—the CEO’s role in product development and community stewardship. They explore: • How Go Providence helped save WaterFire and turned it into an economic development lever • Why advocacy starts with being at the table, and sometimes means setting the table • How marketers are uniquely positioned to become CEOs (and why more of them should be) • The difference between promoting a destination and shaping it • The importance of “marketing the marketing”—including leave-behind ROI cards, op-eds, and internal newsletters • Why product development is brand management—and the risk of promoting an experience that doesn’t exist • How DMOs can gain influence with elected officials and avoid being seen as a “nice-to-have” Takeaways: → If you’re not involved in product, you may be promoting something that’s no longer competitive. → The most successful DMOs act as connectors, collaborators, and quiet power players—without needing the credit. → Marketing skills (storytelling, communication, vision) are becoming critical CEO traits in a post-COVID world. → Local advocacy isn’t optional anymore—it’s a core part of destination leadership. → Want to be indispensable? Tie every initiative back to room nights and community impact.

In this no-guest, think-out-loud episode, Stuart Butler and Adam Stoker tackle one of the most urgent shifts in destination marketing: how AI-powered trip planning and booking could change everything DMOs know about awareness, attribution, and conversion. They unpack Google Ads’ new branded search metric and why it may signal a swing back toward brand-first strategies, then dive into the coming challenge of Large Language Model (LLM) optimization. From schema markup and unique first-person content to integrated paid partnerships and community-driven brand amplification, they explore what it will take to make sure your destination is “in the prompt” when AI tools start recommending and booking trips. This is an unfiltered conversation about the pendulum swing from clicks back to brand, the blending of paid, earned, and owned media, and why attention, not just impressions, will be the new currency. Takeaways:  • Why Google’s new branded search metric hints at a return to brand-first marketing.  • How AI trip planning tools may bypass your website entirely and what to do about it.  • LLM optimization basics: schema, unique content, and authoritative sources.  • Why DMOs must think beyond their own brand to elevate the destination’s brand.  • How to make paid media dollars work harder through integrated, multi-channel partnerships. Call to Action: If you enjoyed this conversation, be sure to subscribe, rate, and share Destination Discourse with a friend in the industry. And if you think we’re wrong or have your own perspective on the “brand in the prompt” era, reach out to join the conversation.

In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome Dan Janes from Madden Media for a wide-ranging conversation that connects the dots between AI, agency structures, RFPs, and the way destinations approach marketing funnels. The trio kicks things off with Stu’s News on the release of ChatGPT-5, exploring its leap in reasoning, ability to understand intent, and potential to transform how teams work and problem-solve. From there, they dig into Dan’s “feisty” topic: why RFPs are often built for the past instead of the future—and how shifting them from a checklist of services to outcome-driven goals could spark innovation and better results. They also examine why the traditional marketing funnel no longer reflects today’s consumer behavior, what destinations should do to adapt, and why multifunctional, agile agency teams may be better equipped to thrive in this environment. Key Takeaways:  • AI is evolving fast—ChatGPT-5’s ability to understand intent and adapt its approach could revolutionize destination marketing workflows.  • Outcome over process—RFPs should be written around the results you want, not just the list of services you think you need.  • The marketing funnel is broken—today’s traveler has control, choice, and a more active role in the journey, requiring destinations to rethink their approach.  • Agency structures must adapt—cross-functional, nimble teams are better equipped to respond to rapid shifts in consumer behavior and technology.  • Content + context are key—ownable stories and hyper-relevant messaging will win trust and drive action. If you’re in the DMO or agency world, this episode will push you to challenge assumptions, rethink outdated processes, and explore what it takes to stay relevant in an AI-driven, consumer-controlled era. If you found value in this episode, please like, subscribe, and share it with a friend—whether they’re on the DMO side, the agency side, or just a fellow marketing nerd who loves a good rethink.

In this episode of Destination Discourse, Stuart and Adam welcome long-time listener and industry friend Caleb Sullivan for a candid conversation about what makes the vendor–DMO relationship thrive—or fail. Drawing from experiences on both sides of the table, they share the right (and wrong) ways to approach business development in the tourism space, why trust and authenticity are more valuable than a hard sell, and how playing the long game often pays off. From pandemic-era Clubhouse connections to lessons learned from awkward first pitches, the trio dives into practical tips for vendors trying to break in, DMOs evaluating partners, and anyone navigating this close-knit “friendship economy.” Expect stories, straight talk, and plenty of good-natured ribbing. What You’ll Learn in This Episode:  • Why authenticity and listening beat a one-size-fits-all sales pitch  • How to say “no” in a way that keeps the door open for future opportunities  • Why vendors should focus on creating value beyond the transaction  • The role of trust, likability, and long-term commitment in closing deals  • Ways DMOs can give vendors a fair shot without wasting time  • How to leverage industry events for meaningful connections If you enjoy the show, make sure to subscribe so you never miss an episode—and share it with someone in the tourism industry who could use these insights.

In this episode, Stuart and Adam are joined by Steven Totten of Visit Phoenix for an unfiltered conversation on risk, innovation, and the sameness plaguing the travel and tourism industry. The trio tackles the dangers of navel-gazing, the repetitive creative churn from agencies, and the cultural fear that stifles innovation across DMOs. Stuart shares behind-the-scenes details on the launch of Charlie’s Place, a six-part podcast three years in the making, now picked up by Pushkin Industries. It’s a masterclass in place-based storytelling and branded entertainment done right. Steven explains why Visit Phoenix is approaching its DMO like a startup, embracing in-kind partnerships, retail-inspired merchandise drops, and intentionally choosing a creative agency outside the travel industry. The conversation dives deep into why risk-taking is feared, how comfort and inertia dominate DMO culture, and what it takes to break free—including strong internal communication, stakeholder education, and a shift from celebrating outcomes to celebrating strategic courage. Key Topics:  • Launch of Charlie’s Place podcast with Atlas Obscura, Rococo Punch, and Pushkin  • The problem with outsourcing vision to agencies  • Risk aversion and fear-based culture in tourism  • Why most DMO org charts and funding models are all over the map  • The difference between celebrating risk vs. normalizing it  • Startup mindset and treating innovation as the core mission  • How Visit Phoenix is shifting perception through bold creative and ROI-focused partnerships

In Episode 40, Stuart Butler and Adam Stoker welcome Jim Harenchar, President of RMG USA, for a deep (and at times spicy) conversation on marketing attribution, ROI, and the complicated relationship between DMOs, agencies, and vendors. What starts as golf banter quickly tees off into a much larger dialogue about how—and whether—the travel industry is measuring what truly matters. From changing consumer behaviors to the dangers of over-attributing performance to the wrong channels, this episode challenges long-held assumptions and makes the case for smarter, more collaborative, and more nuanced measurement. Topics Covered:  • Golf as a growth engine: post-COVID trends, off-course vs. on-course participation, and product development opportunities  • Why DMOs need to adapt to shifting demographics and behaviors  • The problem with vanity metrics, over-attribution, and last-click bias  • ROI vs. awareness: why both matter but need different yardsticks  • Challenges with funding models, resource constraints, and vendor overload  • Agency dynamics, incentive misalignment, and the role of experimentation budgets  • A call for industry-wide frameworks and shared measurement models Notable Quotes:  • “You wouldn’t measure success for hunting the same way you’d measure success for farming.” – Stuart  • “Sometimes we’re not promoting golf—we’re promoting a bad golf experience.” – Adam  • “If we continue to do the same things, expecting the same results, we’re fooling ourselves.” – Stuart  • “Awareness is valuable. Without it, no one can transact with you.” – Adam  • “Let’s stop selling silver bullets and start selling collaboration.” – Stuart Next Up: Stuart and Adam will be live at ESTO—bring your questions, your hot takes, and your love for the Stu’s News jingle. Yes, there might be swag.

In this episode, Stuart Butler and Adam Stoker welcome special guest Rebecca Wormleighton, co-founder of Zendelity, to explore a nuanced challenge in destination marketing: How much influence do DMOs actually have over the guest experience—and what can they do about it? Despite Stuart battling some lingering Covid brain fog and Adam fresh off his 18th wedding anniversary trip to see Morgan Wallen, the crew dives deep into the disconnect between what destinations promise and what travelers experience. Rebecca shares insights from her career in hospitality tech and customer experience, suggesting that many organizations are managing frontline staff with outdated tools—spreadsheets and checklists—while pouring resources into digital guest messaging. She advocates for proactive data collection and operational visibility as the key to preventing negative guest experiences before they happen. Stuart and Adam consider the implications for DMOs: Can destinations track predictive metrics like staffing levels or restaurant wait times? Should DMOs create community-wide incentives or certification programs to raise service standards? And how does expectation-setting influence reviews and perception? The episode also includes:  • A discussion of lagging vs. leading indicators in tourism performance  • A hilarious AI-generated “apology video” for missing an episode due to Stuart’s Covid  • Adam’s shameless plug for the launch of Generation 2 of TourismIQ  • The concept of “Destination Excellence” as a possible rallying cry for communities Whether you’re a destination marketer, hotel operator, or tourism professional, this episode will challenge your thinking about what really drives guest satisfaction—and what role you play in shaping it. Want some swag at ESTO? Send in a question or comment before the event, and you’ll get a free shirt at the live Destination Discourse session!

What does the future of hiring look like in the world of destination marketing? In this episode of Destination Discourse, Stuart Butler and Adam Stoker dive deep into that very question with industry experts Cambria Jones and Nicole Newman of SearchWide Global. From the shifting expectations of today’s workforce to the growing importance of culture, adaptability, and leadership, this conversation covers what DMOs must do to attract, retain, and nurture top-tier talent in a rapidly evolving environment. We explore how employer branding is becoming just as important as destination branding—and why being intentional and human in your hiring process matters more than ever. Whether you’re a job seeker, a hiring manager, or a curious observer of the travel and tourism space, this episode unpacks: 💡 Why experience alone no longer defines candidate quality 💡 The rising value of adaptability, curiosity, and AI fluency 💡 How to write job descriptions that sell the opportunity and the destination 💡 Why emerging leaders want growth, not just a title 💡 The overlooked Gen X gap and its impact on leadership pipelines 💡 Strategies to prevent losing rockstar talent to the vendor side 💡 Why speed, transparency, and authenticity are crucial to the hiring journey 💡 How SearchWide Global uses AI to identify non-traditional talent—and what that means for you Plus: → Cambria’s favorite interview question that instantly relaxes people → Nicole’s advice on getting to the real candidate behind the resume → Stuart’s legendary Steve Harvey meme test from his agency days → Why it’s time to move from tacticians to thinkers—and how that protects your team from AI displacement This isn’t just a hiring episode. It’s a call to rethink how our industry grows its people, tells its story, and defines what leadership should look like for the next generation. Have thoughts or feedback? Drop a comment, share with your team, or email us with ideas for future episodes!

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.

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 stuart.butler@visitmyrtlebeach.com 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: john@sportseta.org 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.)