Destination Discourse
by Destination Discourse
Latest episode
105: What Are DMOs Actually Paying Agencies For? (Agency Panel…
105: What Are DMOs Actually Paying Agencies For? (Agency Panel…
About this podcast
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.
Episodes
The newest 20 of 106 episodes
- 105: What Are DMOs Actually Paying Agencies For? (Agency Panel Reaction, Pt. 1) · 47 min · Episode 105This is part one of a two-part reaction to episode 103, where a panel of leading destination agencies agreed on two big things: AI is commoditizing tactical execution, and the…
- 104: Why Aren't DMOs Weaponizing Their Local Universities for Visitors and Advocacy? (Kristen Adamo) · 54 min · Episode 104Every DMO says it wants community partners, yet most ignore the one institution already moving thousands of people into their destination every year. Kristen Adamo, President and…
- 103: What Do the Industry's Top Agencies Really Think About the Future of Destination Marketing? · 1 h 52 min · Episode 103For the first time ever, four of destination marketing's biggest agency partners sat down together, on the record, to talk openly about where this industry is headed. Dan Janes…
- 102: Is Your Destination Chasing Luxury at the Expense of Its Locals? (Shannon Lowery) · 53 min · Episode 102Luxury hotels keep going up. Affordable housing doesn't. As destinations chase the top of the K-shaped economy, the residents who staff the front desks and pour the pints are…
- 101: Does Your DMO Need a Hive Mind? (Janette Roush) · 56 min · Episode 101Every DMO generates a constant stream of intelligence - agency reports, meeting transcripts, sales calls, partner conversations - and most of it ends up trapped in someone's…
- 100: After 100 Episodes, Which of Our Own Beliefs Didn't Survive? · 1 h 47 min · Episode 100Two years, 100 episodes, and zero preparation. In the first-ever live edition of Destination Discourse, Stuart Butler and Adam Stoker take audience questions in real time and put…
- 99: Who's Actually the Theater Director of Your Destination? (Seth Lieber) · 57 min · Episode 99Destinations International's 2025 Destination Next study says DMOs should stop just promoting the visitor experience and start owning it. Seth Lieber, founder of Seth Lieber…
- 98: Are DMOs to Blame for Their Own Funding Crisis? (Bill Geist) · 53 min · Episode 98A city council in Georgia just replaced a high-performing DMO with a firm that faked its client list - and barely anyone with standing pushed back. Returning guest Bill Geist…
- 97: Are You Marketing a Destination, or Exporting a Culture? (Josh Albrecht) · 54 min · Episode 97Most DMOs still ask how to get outsiders to notice their destination. Josh Albrecht, CMO of VISIT Milwaukee, argues that's the wrong question - a DMO's real job is to export…
- 96: Are You Optimizing Your Destination Into a Death Spiral? (Dan Janes) · 55 min · Episode 96Stuart and Adam open with Dubai's viral resident-referral campaign - turning locals into paid travel advocates - before returning Destie Dan Janes (KHM Agency) lays out his…
- 95: When's the Last Time Your DMO Admitted a Campaign Bombed? (Dan Gibson) · 58 min · Episode 95Every DMO panel is a highlight reel - so why does no one ever mention what didn't work? Returning guest Dan Gibson (Visit McMinnville) joins Stuart Butler and Adam Stoker to make…
- 94: Are LLM Visibility Audits Total BS? (Emily Zertuche) · 52 min · Episode 94Every vendor in the industry suddenly has an "AI visibility score" to sell you. Stuart Butler and Adam Stoker dig into whether GEO (Generative Engine Optimization) is real…
- 93: Are You Paying Attention to the Trends Reshaping Marketing Right Now? · 1 h 4 min · Episode 93Stuart Butler and Adam Stoker step outside destination marketing to spot the trends reshaping consumer attention right now - and don't even agree on which ones matter most. Adam…
- 92: Is Your DMO Chasing Relevance When It Should Be Fighting for Significance? · 50 min · Episode 92In this episode of Destination Discourse, Stuart Butler and Adam Stoker recap Adam's latest CMO Jam - a live, candid roundtable with six DMO marketing leaders - and dig into the…
- 91: Is Your DMO Website Still Just a Listings Page in an AI World? (Will Wright) · 51 min · Episode 91AI is already cutting DMOs out of the trip-planning conversation - and Will Wright (Destination Core) thinks most destination websites are wasting the one asset that could save…
- 90: Why Would AI Ever Trust Your DMO's Content? · 52 min · Episode 90In this episode of Destination Discourse, Stuart Butler and Adam Stoker tackle a question most DMOs would rather avoid: why should AI ever trust your content over anyone else's?…
- 89: Is Your DMO Still Treating AI Like a Toy Instead of a Teammate? (Dan Flores) · 54 min · Episode 89Dan Flores, Head of Tourism at Satisfi Labs, joins Stuart Butler and Adam Stoker with an uncomfortable premise: most DMOs are still treating AI like a gadget instead of a…
- 88: Is Your DMO Protecting Itself Into Irrelevance? (Chris Fair) · 51 min · Episode 88Most DMOs talk about economic impact. Chris Fair, CEO of Resonance Co and author of the annual Best Cities report, talks about something harder to measure — and more…
- 87: Would Your Stakeholders Fight to Keep You If You Disappeared Tomorrow? (Gary Sherwin) · 58 min · Episode 87Most DMOs measure success in website clicks and visitor guide downloads. Gary Sherwin has spent 20 years at Visit Newport Beach asking a harder question: if you disappeared…
- 86: Are You Still Doing Work That AI Should Be Doing For You? (Dan Holowack & Janette Roush) · 54 min · Episode 86Stuart Butler and Adam Stoker welcome back Dan Holowack (CrowdRift) and Janette Roush (Brand USA) for a tactical deep dive into how DMOs are actually using AI day-to-day. The…
