56: Is This the Beginning of the End for DMOs? (Janette Roush)

Stuart and Adam are joined by Brand USA’s Janette Roush for a provocative exploration of the question no one in tourism wants to ask out loud: what happens to DMOs when AI becomes the primary interface for travel inspiration, planning, and booking?

The conversation pushes past hype and digs into the existential challenge ahead. If AI tools replace the website, the visitor guide, the itinerary builder, and even the discovery process itself, then DMOs must confront a hard truth: the traditional marketing-driven model will not survive the future that is coming.

From sentient-feeling assistants and biometric-based trip recommendations to real-time destination data and frictionless booking layers, the group maps out how travel will be shaped and what roles disappear in an AI-governed world.

The conclusion is both blunt and hopeful: DMOs can absolutely remain essential, but only if they evolve fast and focus on what AI cannot replace such as product, leadership, place-shaping, and real-world experience.

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Key Themes
AI will consume the travel funnel. Inspiration, research, comparison, and booking collapse into a single AI-led conversation.

The era of the destination website is fading. Search, navigation, content hierarchies, and CTAs become irrelevant when AI delivers answers instantly.

DMOs face a serious risk of being cut out. Apps, OTAs, and platforms can plug their inventory directly into AI systems, reducing the surface area where destinations are discovered.

True DMO value shifts from promotion to product. The things AI cannot replace become the differentiators: live events, sports, culture, infrastructure, hospitality, and on-the-ground experience.

Data becomes the new visitor guide. DMOs must own and structure granular, real-time destination data so AI can reliably surface their place as an option.

Community leadership becomes essential. DMOs must coordinate across government, residents, small businesses, and partners with far greater alignment and responsibility than ever before.

Boards and stakeholders must be educated now. The future is arriving faster than governance models, budgets, and KPIs are prepared for.

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Top Quotes
Stuart: “AI is going to plan the trip. The question is whether the DMO has a seat at that table.”
Adam: “We have confused activity for relevance. AI is about to expose that.”
Janette: “DMOs need to ask a basic question: why do we exist in a world where AI does the planning?”
Stuart: “This is not a website conversation. It is a relevance conversation.”
Adam: “Live events are the one thing AI cannot disintermediate.”

Why This Might Be the Beginning of the End
This moment does not signal the end of DMOs. It signals the end of what DMOs have historically been.

The old model was built around promoting what already existed, driving traffic to a website, running campaigns, counting clicks, and operating somewhat on the sidelines of community decision-making.

The new reality requires DMOs to build what is missing, provide structured data to AI systems, shape the destination itself, measure real impact instead of activity, and lead the ecosystem with intentionality and clarity.

The episode argues that AI will eliminate the parts of DMOs that were never the point and elevate the parts that matter most: product development, cultural relevance, destination stewardship, and the real visitor experience.

Action Items for DMO Leaders
Educate boards and stakeholders about why AI changes everything and why legacy KPIs will not survive.
Shift from producing content to producing structured, machine-readable information that AI can use.
Invest more heavily in product and experience development, especially live events, arts, sports, culture, and visitor-facing quality improvements.
Align the community by leading conversations across municipalities, businesses, residents, and public agencies.
Audit current programs and strategies for AI vulnerability and identify what will not hold up in an AI-first ecosystem.
Evolve into the place operating system by curating, aggregating, and orchestrating the full experience of the destination.