Destination Discourse

Destination Discourse

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

33: Should Tourism Be Treated as Economic Development? (Maree Forbes)

June 5, 2025 • 54 mins
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 livi...
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32: Families or Fans: Who’s the Real MVP of Sports Tourism? (John David)

May 29, 2025 • 51 mins
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 f...
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31: Is There a Right Way to Roll Out AI? (Janette Roush & Vimal Vyas)

May 22, 2025 • 59 mins
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 ...
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30: What if the Critics of DMOs are Right? (Camden Bernatz)

May 15, 2025 • 52 mins
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 behav...
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29: Is Politics or Pricing Keeping Canadians Away? (Amir Eylon)

May 8, 2025 • 51 mins
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 mode...
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28: Is Destination "Stewardship" the Right Word - or just the best one we have? (Jason Holic)

May 1, 2025 • 52 mins
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 abando...
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27: Is Stuart Right About the Future of DMOs?

April 24, 2025 • 58 mins
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...
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26: What Happens to DMOs When Everything Changes?

April 17, 2025 • 71 mins
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 medi...
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25: Is Code Switching The Untapped Superpower For DMOs? (Matt Stiker & Kwaku Amuti)

April 10, 2025 • 56 mins
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 ...
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24: Is Your DMO More Than a Marketing Agency? (Heath Dillard)

April 3, 2025 • 51 mins
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...
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23: Are You Ignoring Your Most Valuable Destination Marketing Asset? (Kyle Edminston)

March 27, 2025 • 56 mins
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 surveys and how Visit...
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22: Is It Time To Redefine Luxury Travel? (Scott Oklin)

March 13, 2025 • 50 mins
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 seekers, and adve...
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21: Is Tourism Funding Broken? (Brad Dean)

March 6, 2025 • 52 mins
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 Myrtle Beach ...
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20: Are DMOs Using Geo-Data All Wrong? (Jay Kinghorn)

February 27, 2025 • 54 mins
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 missing the mark.

...
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19: Can DMOs Break Down Silos and Work Better Together? (Dan Rosenbaum)

February 20, 2025 • 53 mins
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 for collaboration or...
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18: Are DMOs Doomed?

February 13, 2025 • 56 mins
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 Learn in This Episode:
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17: Is Adam Wrong About Paid Media?

February 6, 2025 • 55 mins
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 destination market...
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16: Will DeepSeek Reshape the AI Landscape?

January 30, 2025 • 49 mins
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 adoption?

From the economic ...
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15: Can Podcasts Humanize Your Destination?

January 23, 2025 • 49 mins
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 South Carolina. The conversatio...
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14: Adam's 2025 Resolutions

January 16, 2025 • 55 mins
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 industry.

Adam shares his ...
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