Destination Discourse

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,...

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...

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 t...

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 pr...

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...

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 Or are they just outdated relics doing more harm than good?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, th...

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...

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 r...

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 expe...

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, A...

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...

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 stewa...

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  •...

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:  •...

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 stack...

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 sentimen...

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 survey...

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 se...

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 Myrt...

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 missin...

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 fo...

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 Lea...

In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome Katie Briscoe, CEO of MMGY Global, for a discussion that challenges the future of destination marketing strategies. The debate focuses on the ongoing shift between paid and owned media and whether DMOs are making the right investments in their marketing strategies. Katie brings a strong case for the role of paid media...

In this special edition of Destination Discourse, Stuart Butler and Adam Stoker dive into one of the most groundbreaking developments in AI—DeepSeek. This new Chinese large language model (LLM) has sent shockwaves through the tech world, shaking up the stock market and challenging the dominance of American AI companies. But what does this mean for destination marketers and the future of AI adoptio...

In this episode of Destination Discourse, hosts Stuart Butler and Adam Stoker are joined by Devyn Whitmire, the creator and host of The Palmetto Porch, a storytelling podcast from South Carolina Parks, Recreation, and Tourism (SCPRT). Devyn shares her journey in developing the podcast, the role of storytelling in tourism marketing, and how her show highlights the unique people and communities of S...