Welcome back to Destination Discourse! In this episode, we’re joined by digital strategist, author, and podcast host Tim Peter to challenge and expand on ideas from our most popular episode to date — Episode 26.

We dive deep into the evolving role of websites, the risks and opportunities presented by AI-generated RFPs, and whether the future of digital customer interaction really requires throwing everything out and starting from scratch.

In this episode:

 • Tim shares feedback and friendly fire on Stuart’s “death of the website” thesis

 • Adam debuts an AI-generated RFP built from Episode 33’s transcript

 • A debate unfolds around the role of human creativity vs AI in vendor selection

 • Tim introduces his latest book Digital Reset: Driving Marketing and Customer Acquisition Beyond Big Tech

 • We explore how DMOs can future-proof themselves in an era of agents, algorithms, and attention shifts

 • Stuart and Tim agree: the future is about first principles, better content, emotional resonance, and making your brand the prompt

💬 “If your brand isn’t in the prompt, you’re already losing.” – Tim Peter

📕 Get Tim’s Book: timpeter.com/digitalreset or find it on Amazon / Bookshop.org

🎧 Tim’s podcast (soon to be rebranded): Thinks Out Loud

Mentioned:

 • Episode 26: What Happens When Everything Changes?

 • Adam’s “Destination Marketing Agent” custom GPT

 • Flip.to and the evolving role of website search and conversion tools

📩 Got feedback or want to join the conversation? Email [email protected] or find us on LinkedIn.

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🎙 Destination Discourse is a love letter, a therapy session, and a strategic sandbox for destination marketers who aren’t afraid to question everything.

#DestinationMarketing #TourismMarketing #DigitalStrategy #TimPeter #DMO #VisitMyrtleBeach #AIinTourism #Websites #RFPs #TheBrandIsThePrompt

Welcome back to Destination Discourse! In this episode, Stuart Butler (Visit Myrtle Beach) and Adam Stoker (Brand not The Brand Revolt) tackle one of the most frustrating and broken systems in destination marketing: RFPs.

Are they fair? Are they functional? Or are they just outdated relics doing more harm than good?

With Stuart bringing the DMO perspective and Adam representing the vendor side, this conversation dives deep into the dysfunction of the traditional procurement process. We explore everything from recycled RFP templates and misaligned scoring systems to the misuse of AI-generated proposals and the ethics of spec work.

But it’s not just a vent session—we share practical solutions:

 • How to restructure the scoring system to reflect real expertise

 • Why DMO-vendor “dating” before contracting might be the future

 • What a truly vision-based RFP could look like

 • How AI is reshaping the cost, ethics, and strategy behind video content and UGC

 • And why your lead presenter better be the one actually working on the account

Plus, we dig into Google’s Veo 3 AI video tool and whether fake influencers and AI-generated UGC have a future in destination marketing, or if they cross a line.

Subscribe, comment, and join the conversation. Let’s fix this thing together.

This week on Destination Discourse, we welcome Dr. Maree Forbes, CEO of the National Travel Center and one of the leading voices pushing DMOs to see themselves as core players in economic development. Maree brings a fresh, unapologetic thesis: tourism is economic development and most communities have failed to treat it that way.

In this episode, we dive into

• Why tourism and economic development need to stop living in separate silos

• The hidden opportunity in aligning destination marketing with business attraction and resident recruitment

• How outdated visitor stereotypes are holding communities back

• What high-end hotel brands already know about evolving traveler profiles and how destinations can catch up

• The structure that’s helping communities like Topeka thrive through unified strategy

Plus, Adam and Stuart finally acknowledge their Spotify commenters, consider launching “Super Destie” merch, and debate the ROI of promotion vs. product.

If you’re a DMO pro, chamber exec, or economic developer looking to break old habits and build a better community, this episode is your blueprint.

Mentioned in this episode

National Travel Center: https://nationaltravelcenter.org

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#DestinationDiscourse #TourismIsEconomicDevelopment #DMO #PlaceBranding #DestinationMarketing

In this episode of Destination Discourse, we dive into a surprising new dataset that’s forcing destination marketers to rethink everything they thought they knew about sports tourism. Stuart and Adam are joined by John David, President and CEO of Sports ETA, to unpack the latest national research. Spoiler alert: youth tournaments might just be delivering a bigger impact than we all realzed.

John reveals the findings from Sports ETA’s newly released reports, comparing the economic power of participatory sports (think soccer tournaments, cheer competitions, and travel baseball) versus spectator sports (NFL games, college football, and spring training). What he shares caught all of us off guard.

They break down the room night data, traveler spending, and broader community benefits that show participatory sports aren’t just a nice-to-have. They’re an economic engine. Myrtle Beach is held up as a case study in how sports tourism can extend a seasonal destination to a nearly year-round one while building long-term loyalty and repeat visitation from traveling families.

The episode also dives into destination content strategy as the team reflects on a recent viral wave of “unhinged” National Park TikToks that used unexpected tactics to grab attention. Can destinations learn something from thirst traps? Maybe. Should they try it? Probably not. But the conversation leads to thoughtful discussion about how DMOs balance brand trust, stakeholder expectations, and the pursuit of relevance in the modern attention economy.

In this episode:

 • Why participatory sports tourism may be the most undervalued vertical in your destination strategy

 • How room night and spend data flips conventional wisdom on its head

 • What DMOs can learn from viral content without losing their brand voice

 • The long-game value of turning youth athletes into lifelong travelers

 • Why now is the time for rural and mid-size destinations to double down on sports

Whether you’re a veteran DMO leader or just starting to explore sports tourism, this conversation offers data-driven insights, a few laughs, and plenty to think about.

Resources and Links

Sports ETA Reports and Membership Info: https://www.sportseta.org

Contact John David: [email protected]

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In this episode of Destination Discourse, we’re digging into one of the biggest questions facing DMOs today: how should you be rolling out AI in your organization? Should you move fast and figure it out as you go, or slow down, build the right guardrails, and then scale?

To explore both sides, Stuart and Adam are joined by two of the smartest minds in the space:

 • Jeanette Roush, whose early experimentation with AI helped shape industry conversations and earned her a new leadership role at Brand USA

 • Vimal Vyas, who’s taking a more deliberate approach at Visit Raleigh, building AI into his organization’s long-term strategy, infrastructure, and training

We unpack the risks of jumping in too early, the danger of falling behind, and what happens when there’s no clear AI policy in place. Whether you’re cautious, curious, or already experimenting, this conversation is packed with insights on how to think more clearly—and act more confidently—when it comes to integrating AI into your DMO.

Topics Covered:

• Why AI policies matter and why most DMOs still don’t have one

• The real risks of moving too fast or too slow

• Building internal consensus and board support

• How to start with consumer impact in mind

• Tools, training, and what’s next for AI in destination marketing

Subscribe for more unfiltered conversations at the intersection of tourism, tech, and transformation.

In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined by special guest Camden Bernatz, who brings a bold thought experiment to the table: What if we asked AI to make the best case against DMOs? What followed was a fascinating debate that covers criticisms of the DMO model, potential vulnerabilities, and the critical need for evolution in the face of decentralization, AI, and shifting traveler behavior.

Camden walks us through the case against DMOs—from lack of attribution and over-reliance on vanity metrics to perceptions of over-tourism and irrelevance in the digital age. But then we flip the coin and explore the case for DMOs—including their role as economic engines, conveners of crisis response, and equalizers for small destinations and businesses.

We don’t hold back. And neither does the AI.

This episode explores:

 • The ROI argument—and why it’s not enough

 • What critics get right (and wrong) about DMO inefficiencies

 • How AI might arm DMO opponents with surprisingly good arguments

 • Why coordinated strategy still matters in a decentralized world

 • What DMOs can learn from being their own worst critic

View Camden's Thought Experiment: https://docs.google.com/document/d/1bj2Rp0_VSeqDVKGxmRmkHCVMuNbBTQ_l8gKahSEWv_g/edit?tab=t.0#heading=h.1c5ocsofqu6s

In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome back Amir Eylon, President & CEO of Longwoods International, for a deep dive into two major issues shaking the DMO world: threats to tourism funding in Florida and shifting sentiment among Canadian travelers.

We kick things off with “Stu’s News,” breaking down two proposed Florida bills that could upend the state’s tourism funding model by eliminating local control and redirecting tourism taxes toward property tax relief. Amir shares his insider knowledge from decades in the industry—and a killer analogy involving political campaign spending—to expose the flawed logic behind the bills. Adam and Stuart discuss the larger implications for DMOs nationwide and why this should be a wake-up call for destinations to prove their value to residents, elected officials, and adjacent industries.

Then we shift gears to the north. Amir shares the findings from Longwoods’ new Canadian Traveler Sentiment Study, exploring how tariffs, political rhetoric, and—most significantly—a rough exchange rate are impacting Canadians’ plans to visit the U.S. We dig into what the data says, what surprised Amir, and how destinations like Myrtle Beach are adjusting their messaging to stay top of mind (and top of heart).

This episode is packed with insight, emotion, and action—plus some solid jokes about jet lag, British nicknames, and moms who care more about podcasts than their kids.

Key Topics:

 • Florida’s proposed legislation and its potential to dismantle the current DMO funding structure

 • Why logical arguments won’t win emotional battles—and what messaging really works

 • How Myrtle Beach is responding to Canadian sentiment with a balanced mix of welcome messaging and value

 • The difference between leading with data vs. backing up an emotional truth

 • What destinations should (and shouldn’t) do next in the Canadian market

Resources:

 • Longwoods International Canadian Traveler Sentiment Study: https://www.longwoods-intl.com

Subscribe, leave a review, and share the show with a fellow Destie. Your support keeps the conversation going.

In this episode of Destination Discourse, Stuart Butler and Adam Stoker sit down with Jason Holic, Vice President of Digital Marketing at Experience Kissimmee—and a former elected official—to unpack a loaded topic: destination stewardship. What does it really mean? Is it marketing dressed up with a new name? Or a fundamental shift in the role of DMOs?

We talk through how Kissimmee approaches stewardship without abandoning its core mission, why the word “sustainability” can be politically limiting in Florida, and how the term “stewardship” offers more flexibility and opportunity. Jason shares how his team managed to plant over 100,000 trees globally through a meetings incentive program—and how it’s helped them gain community support without overstepping their role.

We also debate whether small DMOs can or should take on stewardship—and why your organization doesn’t need a big budget to think bigger about impact.

From AI in education to creating slam poetry about owned media, this episode has a little of everything—and ends with an unexpected idea: what if we built a matchmaking platform that connected destinations with the right kind of travelers?

Don’t forget to subscribe, share with your fellow “Desties,” and leave a review. (Yes, Adam might just read yours out loud.)

In this follow-up to the previous episode, Adam Stoker returns after marinating on Stuart Butler’s bold predictions about the future of destination marketing—and he’s got thoughts. The duo dives deep into what it means for websites, content strategy, paid media, and the evolution of consumer behavior in the age of AI.

🧠 Main Topics Covered:

 • ChatGPT as a discovery engine and emotional mirror

 • The collapse of the traditional marketing funnel

 • SEO vs. “emotional pattern matching” in AI results

 • The existential threat to destination websites and paid media

 • Why building a community of 1,000 true fans might be the most important marketing move a DMO can make

 • Lessons from Nintendo’s community missteps and how destinations can avoid them

 • The psychology of loyalty, emotional branding, and behavioral change

 • Why feelings—not data—drive decision-making

 • Structuring value exchange and expectations in destination communities

 • The difference between personalization and individualization (and why it matters)

⚽ BONUS: Stuart somehow delivers passionate insights while simultaneously experiencing a real-time emotional rollercoaster as his beloved Manchester United pulls off a miraculous comeback.

💡 Key Takeaways:

 • AI isn’t just answering questions—it’s curating content and connections based on emotional resonance.

 • Traditional website journeys and paid impression models are at risk of irrelevance.

 • DMOs must shift from mass messaging to micro-relationships built on trust, exclusivity, and emotional engagement.

 • A “1,000 true fans” strategy could change the game—but it must avoid the traps of over-scaling and transactional thinking.

📣 CALL TO ACTION:

Are you the right guest to unpack the difference between personalization and individualization? We want to hear from you! Reach out if you have a POV that could shape where this conversation goes next.

Subscribe, like, and leave a review. And if you’re a vendor… please don’t send a generic cold email.

In this solo therapy-style episode of Destination Discourse, co-host Stuart Butler opens up about an existential crisis he’s been having: what does the future hold for destination marketing organizations? And more importantly, what should we all be doing now to prepare for what’s coming?

Joined by Adam “Snoop Doggy Adam” Stoker, the duo explores a wide-ranging and unscripted conversation about:

 • Why current media and website models for DMOs might not survive the next five years

 • The compounding impact of AI and short-form content on consumer behavior

 • How to build relevance through owned ecosystems and community gravity

 • Why “1,000 true fans” may be the key to future-proofing your destination

 • Lessons from Nintendo’s fully integrated ecosystem—and the risks of losing your fans’ trust

 • The evolution from personalization to individualization

 • What atomic content and persistent memory will mean for next-gen visitor engagement

 • Why first-party data is the most important investment a DMO can make right now

 • What cathedral thinking has to do with DMO strategy

 • And how Myrtle Beach is betting on everything from branded entertainment to conversational booking

This one’s not polished. It’s not tightly scripted. But it’s packed with raw ideas, honest questions, and provocative thinking about what comes next for the industry. A must-listen for anyone serious about destination strategy and innovation.