53: Should Vacation Be Mandatory in Destination Marketing? (Jennifer Walker)

We promote the power of travel—but are we actually taking it ourselves? In this episode, Jennifer Walker from Visit Dallas challenges the tourism industry to practice what it preaches. With burnout on the rise and vacation days left unused, this candid conversation explores whether DMOs are setting the right example when it comes to rest, recovery, and experiencing their own destinations like a visitor.

From mandated time off and immersive staff experiences to infinite PTO and internal culture shifts, Stuart, Adam, and Jennifer dive deep into what it really means to walk the walk in destination marketing—and why it might be time to make vacation not just encouraged, but expected.

What You’ll Learn:
 • Why many tourism professionals struggle to take (or fully unplug during) vacation
 • Examples of organizations redefining vacation culture, from Visit Florida to Meet Minneapolis
 • The pros and cons of unlimited PTO—and how it actually plays out in practice
 • How internal culture impacts external credibility
 • Why every DMO should revisit its policies around travel, time off, and team well-being

Featured Quote:

“If we’re not going to be the advocates for travel, who is?” – Jennifer Walker

Shoutouts:
Jennifer also shares highlights from Visit Dallas’ “Maverick Can-Do Spirit” rebrand and how rolling it out locally first is fueling community-wide adoption.