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 marketing, arguing that while owned media is valuable, paid media continues to drive measurable results. Adam, a strong advocate for owned media, pushes back with concerns about over-reliance on paid tactics and the rising costs associated with digital advertising. Stuart moderates the conversation, ensuring both perspectives are explored while also providing insights from his experience managing Visit Myrtle Beach’s media strategy.

Key topics covered in this episode include:

 • Why DMOs can’t afford to abandon paid media despite increasing costs

 • The challenges of differentiation in the industry and the issue of repetitive, ineffective creative

 • How owned and paid media should work together rather than against each other

 • Changes in digital advertising costs and how they impact destination marketing

 • The importance of measurement and how to ensure media plans are delivering ROI

Katie provides insights from MMGY Global’s latest Global Compass Report, which identifies key trends shaping the travel industry. She also shares how MMGY is leveraging new tools and AI-driven creative testing to enhance the effectiveness of paid campaigns. The discussion dives into real-world examples, common mistakes DMOs make, and what the future holds for balancing paid, owned, and earned media.

The episode is packed with valuable insights for DMOs navigating today’s rapidly changing marketing landscape. The conversation highlights the importance of having a strong strategic foundation, ensuring that creative is compelling, and leveraging both paid and owned media effectively.

Resources and Links:

 • MMGY Global Compass Report: https://www.mmgy.com/industry-insights/2025-global-compass/

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