Special Guest:

Amir Eylon, President & CEO of Longwoods International

Episode Overview:

Welcome to Episode 6 of Destination Discourse! This week, hosts Stuart Butler and Adam Stoker are joined by a very special guest, Amir Eylon from Longwoods International. In this episode, the team dives into one of the most critical questions for the destination marketing industry: Are residents the most important stakeholders for DMOs? The discussion takes an in-depth look at the evolving role of destination organizations and how their primary purpose might not be solely about bringing in visitors—but improving the quality of life for residents.

Key Points Discussed:

Stu's News – Copenhagen’s Innovative Approach: The episode kicks off with a breakdown of the “CopenHappy” campaign, where tourists are incentivized to engage in sustainable behaviors in exchange for rewards. Amir and the hosts compare this carrot-based approach with the more heavy-handed tactics of destinations like Barcelona, exploring what this says about visitor engagement and community impact. 

https://www.visitcopenhagen.com/copenpay

The Role of Residents in Destination Marketing: Amir shares insights from years of research at Longwoods International, emphasizing that residents aren’t just another stakeholder group—they’re the most crucial audience for any destination. He recounts how COVID-19 forced many DMOs to engage locally for the first time and why that’s shaped the future of the industry.

The Disconnect Between DMOs and Community Sentiment: One of the most powerful moments in the episode is when Amir discusses the frequent communication gap between DMOs and their residents. Often, the first time residents hear about major projects is through the media, leading to resistance and a sense of being left out of the conversation. He highlights the importance of proactive engagement.

Building a Long-Term Vision: Adam takes the contrarian stance in this episode, pointing out that many small DMOs face challenges in prioritizing resident sentiment due to funding models and political structures. His argument sparks a lively debate on how destinations can redefine their success metrics beyond room nights and visitor numbers to include community well-being.

Actionable Strategies for DMOs: Stuart shares actionable strategies for DMOs looking to shift their focus to residents, including:

Building relationships with community leaders and detractors.

Establishing communication channels specifically for local engagement.

Creating narratives that align DMO goals with community priorities.

The Power of Community Engagement: Amir outlines the steps DMOs can take to become community champions, such as including local representatives on their boards, attending city council meetings, and volunteering in the community. By incorporating resident input from the beginning, DMOs can foster a culture of collaboration and shared success.

Episode Highlights:

“If you share, people will criticize. If you engage, they’ll defend.” 

“The problem isn’t necessarily incentives; it’s the kpis and the narrative.”

“Residents should not be an afterthought. They are the heart of the community and why tourism exists in the first place.” 

Conclusion:

This episode wraps up with a strong call to action for DMOs to rethink their primary mission. If the true purpose is to improve the quality of life for residents, then every campaign, initiative, and visitor attraction should be viewed through the lens of community impact.

Call to Action:

If you have a burning question or topic suggestion for the show, or if you’d like to be a guest on Destination Discourse, reach out to Stuart Butler or Adam Stoker through LinkedIn or email. We’re building a platform to tackle the biggest questions in our industry—and we want your voice to be part of it.

Check ou Amir's new podcast:  https://podcasts.apple.com/us/podcast/you-gonna-eat-that/id1764057114