We brought Destination Discourse to the main stage at ESTO 2025 for a special live debate—and it did not disappoint. In this high-energy session, Stuart and Adam tackled two provocative questions shaping the future of destination marketing:

 1. Will DMO websites be irrelevant in 5 years?

 2. Will the ROI of paid media continue to decline?

With the audience choosing which side each of us had to argue (regardless of our actual opinions), we explored both sides of the argument—pushing boundaries, challenging assumptions, and asking what the future might hold for destination marketing.

Key themes included:

 • The rise of AI and conversational interfaces replacing traditional search behavior

 • The shifting value of brand in the prompt era

 • The battle between OTAs and destination-owned ecosystems

 • Whether performance metrics are becoming a crutch or a compass

 • What DMO websites should evolve into—if they’re going to matter at all

 • Why upper funnel investment might be the smartest play in a fragmented media landscape

We wrapped with audience Q&A and left the room with more questions than answers—which was exactly the point.

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Takeaways:

 • Don’t build a website. Build an immersive, personalized platform.

 • Brand matters more than ever when AI chooses what to surface.

 • Paid media isn’t dying—it’s just getting more expensive and harder to measure.

 • If you’re not in the prompt, you’re not in the trip.

 • DMOs must stop measuring what’s easy and start measuring what matters.

 • The future isn’t fixed—and that should excite us.

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Call to Action:

Whether you were in the room or not, we hope this episode gets you thinking differently. Share it with a colleague, spark a conversation, and stay tuned for more Destination Discourse episodes that challenge conventional wisdom.