Destination Discourse

In this engaging episode, Stuart Butler and Adam Stoker dive into the key resolutions for destination marketers in 2025, emphasizing sustainable strategies, community-first approaches, and the evolving dynamics of owned media. With insights on paid media dependency, government scrutiny, and building long-term community support, this conversation sets the tone for a transformative year in the indus...

In this lively and insightful episode of Destination Discourse, hosts Stuart Butler and Adam Stoker are joined by industry legend Bill Geist from DMOproz. Together, they dive into two critical conversations that every DMO professional should be thinking about: Duluth’s controversial tourism strategy shift and the underappreciated power of event calendars. Key Topics Covered:  1. Duluth’s Case Stud...

Episode Summary: In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome analytics expert Melissa Kavanagh to dive into the complexities of Google Analytics 4 (GA4), the challenges DMO marketers face with data, and the best strategies for leveraging analytics in destination marketing. From rants about GA4’s clunky interface to strategies for collecting and using first-party...

In this engaging and provocative episode of Destination Discourse, Stuart Butler and Adam Stoker welcome back industry veteran Will Seccombe for a deep dive into the emerging challenges facing destination marketing organizations (DMOs). They discuss how shifting narratives around government efficiency, financial transparency, and public accountability could reshape the tourism industry. With “DOGE...

In this lively episode of Destination Discourse, hosts Stuart Butler and Adam Stoker sit down with Patrick Harrison from Visit Tampa Bay to dive into the fascinating world of guerrilla marketing for DMOs. This engaging conversation explores how creative, scrappy, and grassroots campaigns can amplify destination marketing efforts—especially when budgets are tight or competition is fierce. Patrick s...

Guest: Jake Steinman, TravelAbility Episode Summary: In this episode of Destination Discourse, Stuart and Adam welcome Jake Steinman, founder of TravelAbility, to delve into the importance of accessibility in destination marketing. They explore how DMOs can better prepare their destinations to be inclusive for travelers with disabilities, focusing on actionable strategies and industry insights. Ke...

Guest: Zeek Coleman - Data Strategy Expert Episode Summary: In this insightful episode, Stuart and Adam sit down with Zeek Coleman, a leading voice in destination marketing analytics, to tackle a critical topic: Are DMOs misinterpreting their data? Together, they explore how confusion between causation and correlation can lead to flawed strategies and wasted resources. Zeek shares practical tips a...

Guest: C.A. Clark – AI Lead at Miles Partnership Episode Summary: In this thought-provoking episode, Stuart and Adam are joined by AI expert C.A. Clark to tackle one of the most pressing questions in modern destination marketing: Is it ethical for DMOs (Destination Marketing Organizations) to use AI? Together, they explore the ethical boundaries of AI use, its implications for both marketers and c...

Special Guest: Amir Eylon, President & CEO of Longwoods International Episode Overview: Welcome to Episode 6 of Destination Discourse! This week, hosts Stuart Butler and Adam Stoker are joined by a very special guest, Amir Eylon from Longwoods International. In this episode, the team dives into one of the most critical questions for the destination marketing industry: Are residents the most im...

Episode Summary: In this special bonus episode, we dive into how the recent election cycle signals a broader shift in the media landscape and what it means for destination marketing organizations (DMOs). With traditional news outlets losing ground and social media, podcasts, and independent content creators gaining influence, DMOs must adapt to this evolving environment to stay relevant and impact...

Episode Overview: In this episode of Destination Discourse, Stuart and Adam are joined by Sarah Peter, founder of the research and strategy consultancy No Luggage. Together, they tackle the critical question: Are DMOs nailing their strategies but failing when it comes to tactical execution? The conversation dives into whether the current approach to storytelling in destination marketing is getting...

Episode Summary: In this episode, Stuart and Adam dive into a lively debate on two different approaches to the traveler’s journey: the traditional marketing funnel versus the loyalty loop. The conversation explores how destination marketers should view their visitors and craft strategies that foster long-term emotional connections rather than just transactional relationships. They also touch on Ba...

Destination Discourse: Episode 3 Show Notes Title: Why Don’t DMOs Take Risks? Guest: Will Seccombe - Undiscovered America Episode Summary: In this episode, Stuart and Adam are joined by Will Seccombe, a trailblazer in destination marketing, to explore the key question: Why don't DMOs take risks? Together, they delve into the reluctance of DMOs to embrace bold strategies, analyze the balance of ris...

Destination Discourse: Episode 2 Show Notes Title: Is Branded Entertainment the Future of Destination Marketing? Episode Summary: In this episode, Adam Stoker and Stuart Butler dive into the world of branded entertainment and its potential as the future of destination marketing. They explore how storytelling, particularly through branded entertainment, can transform how destinations engage with po...

Welcome to the inaugural episode of Destination Discourse! 🎙️ In this episode, we dive deep into one of the most pressing questions facing the tourism industry: Will AI destroy the DMO (Destination Marketing Organization)? As AI technology advances rapidly, it has the potential to disrupt traditional marketing methods and reshape how destinations engage with travelers. Join hosts Stuart Butler, CM...