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

Episode Summary:

In this special bonus episode, we dive into how the recent election cycle signals a broader shift in the media landscape and what it means for destination marketing organizations (DMOs). With traditional news outlets losing ground and social media, podcasts, and independent content creators gaining influence, DMOs must adapt to this evolving environment to stay relevant and impactful.

Key Topics Covered:

The Evolving Role of Media During Elections:

Discover how this election season showcased the growing dominance of digital platforms like social media and podcasts over traditional news channels. What lessons can DMOs take from these trends to enhance their own outreach efforts?

Podcasts: The New Frontline for Engagement:

Podcasts are not just for entertainment anymore—they’ve become powerful tools for shaping public opinion and fostering deeper connections. We explore how DMOs can leverage this medium to tell authentic stories and engage with travelers.

Social Media’s Influence on Public Perception:

From influencers to viral campaigns, social media played a pivotal role in shaping voter behavior. Learn how DMOs can adopt similar strategies to drive awareness and engagement for their destinations.

The Decline of Traditional News Sources:

With audiences shifting away from traditional outlets, DMOs need to rethink their reliance on earned media and explore new ways to control their narrative.

Embracing Owned Media:

We underscore the importance of investing in owned media platforms—such as blogs, newsletters, and now podcasts—to build trust, foster loyalty, and provide consistent messaging amid a fragmented media ecosystem.

Why This Matters:

As the media landscape continues to transform, DMOs must evolve their strategies to harness the power of these emerging platforms. Whether it’s through storytelling on podcasts or engaging audiences on social media, the ability to pivot will be crucial for long-term success.

Call to Action:

What shifts in media have you noticed impacting your destination marketing strategies? Share your thoughts with us! Don’t forget to subscribe to Destination Discourse for more insights into the ever-changing world of destination marketing.

Episode Overview:

In this episode of Destination Discourse, Stuart and Adam are joined by Sarah Peter, founder of the research and strategy consultancy No Luggage. Together, they tackle the critical question: Are DMOs nailing their strategies but failing when it comes to tactical execution? The conversation dives into whether the current approach to storytelling in destination marketing is getting stale and how DMOs can push beyond video-driven content to create real, impactful connections with their audiences.

Guest: Sarah Peter

Key Discussion Points:

1. The State of Storytelling in DMOs:

 • Sarah kicks off by expressing concern that while many DMOs have honed in on their strategy, they may be using outdated or overly formulaic tactics, particularly with a heavy focus on similar storytelling methods and video content.

 • Stuart and Adam challenge and build on this idea, discussing how storytelling can become overly reliant on one medium and fail to differentiate destinations.

2. Beyond Storytelling: Incubating Ideas:

 • Sarah introduces the concept of DMOs acting as incubators, where they facilitate and nurture stories instead of simply telling them. This involves understanding the root of community issues or opportunities and fostering product innovation to create better experiences.

 • The hosts discuss how being an incubator can help a DMO address deeper community needs and create a more resonant impact.

 

3. Creative Tactics that Break the Mold:

 • Examples are shared from the Netherlands’ tourism board, which used AI to show what streets would look like if they were designed with biking in mind. This demonstrates how innovation can reshape perceptions and inspire change in ways traditional advertising cannot.  https://dutchcyclinglifestyle.com/

 • The Space Coast’s award-winning “Countdown Campaign” is highlighted for its successful integration of an authentic destination story using NASA’s countdown audio to highlight a variety of regional experiences. https://spacecoastdaily.com/2024/08/space-coast-office-of-tourism-scores-flagler-awards-during-florida-governors-conference-on-tourism/

 

4. The Role of Emotion in Storytelling:

 • Adam emphasizes that good storytelling—whether it’s humor, drama, or human interest—must evoke emotion. Just creating a video for the sake of it without making the audience feel something is not enough.

 • Stuart and Sarah reinforce that a great story must have a strong “why” and that DMOs should question the purpose and potential impact of each piece of content.

 

5. Practical Takeaways for DMOs:

 • Think beyond video: Consider tactile, real-world products, events, or experiences that tell your story in a more immersive way.

 • Embrace the role of being a facilitator: Don’t focus on being the hero of the story; instead, be the enabler of meaningful connections.

 • Focus on improving people’s lives: The best content, campaigns, and products are born out of a genuine desire to enhance the lives of both visitors and residents.

Memorable Quotes:

 • Stuart Butler: “DMOs need to stop seeing themselves as the hero of the story and start facilitating the stories that matter most to people.”

 • Sarah Peter: “We need to be thinking about how we can incubate real change, not just tell stories that look good on paper.”

 • Adam Stoker: “Storytelling isn’t just about pulling heartstrings—it’s about making people feel something, whether it’s joy, curiosity, or even humor.”

Call to Action:

If you have a topic you’re passionate about or if you think your destination is pushing the boundaries of storytelling and strategy, reach out to us! We’d love to have you on the show. Send us an email or connect

Episode Summary:

In this episode, Stuart and Adam dive into a lively debate on two different approaches to the traveler’s journey: the traditional marketing funnel versus the loyalty loop. The conversation explores how destination marketers should view their visitors and craft strategies that foster long-term emotional connections rather than just transactional relationships. They also touch on Barcelona’s anti-tourism campaign and whether or not it’s addressing the root cause of visitor behavior problems.

Key Topics Covered:

Stu’s News:

Barcelona’s Campaign Targeting Visitors to Behave:  https://www.meet.barcelona/en/visit-and-love-it/responsible-tourism

Stuart shares insights from a Destinations International newsletter about Barcelona’s new signage and marketing campaign aimed at modifying tourist behavior. The campaign highlights points such as noise control, waste management, and water conservation.

Both hosts critique the campaign, calling it condescending and lacking emotional appeal. They suggest a stronger focus on storytelling that evokes empathy for local residents, rather than a punitive, finger-wagging approach.

Main Topic - Funnels vs. Loyalty Loops:

Stuart’s Take:

Stuart rejects the concept of a traditional marketing funnel, arguing that it treats visitors as mere transactions rather than individuals on a journey. He proposes a continuous, circular "loyalty loop" that starts at awareness and moves through the anticipation phase, the stay, the post-stay, and eventually back to awareness for repeat visits. His approach emphasizes building emotional connections with visitors at every stage to foster loyalty and return visits.

Adam’s Take:

Adam agrees with Stuart on the outdated nature of the traditional funnel (awareness, consideration, purchase), but believes the funnel still has a place when looking at marketing on a large scale. He sees value in visualizing how a mass audience moves through different stages—from engagement to becoming active members of a community—before reaching the transaction or conversion phase.

Breaking Down the Customer Journey:

Anticipation Phase:

Stuart stresses the importance of engaging travelers in the "anticipation phase," between booking and arrival. This is when they’re most excited, and DMOs can upsell experiences or extend their stay.

In-Destination Engagement:

Both hosts agree that most DMOs miss the opportunity to communicate with visitors while they’re in the destination, potentially influencing their experience and boosting in-destination spending.

Post-Stay Follow-Up:

DMOs should continue engaging travelers after their visit, not only to encourage repeat visits but to turn them into advocates for the destination among their friends and family.

Are Funnels Still Relevant?

Adam: While he agrees with Stuart that individual traveler behavior is not linear, Adam maintains that the funnel still works for large-scale marketing efforts, like TV or YouTube advertising, where personalization isn’t as feasible.

Stuart: He argues that even mass marketing should be more personalized, using data to treat each guest as an individual. He gives an example of email marketing, where segmentation and triggered emails can create a tailored, personal experience for each traveler.

Bringing the Funnel and Loyalty Loop Together:

The hosts agree that while the marketing funnel is useful for large-scale audience management, the loyalty loop is a more powerful tool for fostering long-term relationships with visitors and creating advocates for the destination.

Destination Discourse: Episode 3 Show Notes

Title: Why Don’t DMOs Take Risks?

Guest:

Will Seccombe - Undiscovered America

Episode Summary:

In this episode, Stuart and Adam are joined by Will Seccombe, a trailblazer in destination marketing, to explore the key question: Why don't DMOs take risks? Together, they delve into the reluctance of DMOs to embrace bold strategies, analyze the balance of risk vs. reward, and share firsthand accounts of both successes and failures in risk-taking within the tourism industry.

Key Topics Covered:

Introduction of Guest - Will Seccombe:

Will’s background as the CMO and CEO of Visit Florida.

His reputation as a risk-taker in the tourism industry, including his famous partnership with Pitbull, which had both high returns and political consequences.

Stu’s News:

Kentucky Tourism’s Video Game - Kentucky launched an innovative 2D platformer video game, Great Big Kentucky Adventure, aimed at educating kids about Kentucky while incorporating local landmarks. The game is designed to engage young travelers through a creative and interactive approach.

The hosts discuss the impact of using video games in destination marketing, applauding Kentucky's bold move and speculating on future potential in the industry.

Main Topic - Why Don’t DMOs Take Risks?

The Pitbull Campaign and Risk-taking at Visit Florida:

Will recounts his experience with Visit Florida’s partnership with Pitbull, which included the song "Sexy Beaches" to reach younger demographics and Hispanic travelers.

Despite securing approval from stakeholders and government, political backlash led to the campaign’s controversy and Will’s eventual departure.

Will reflects on lessons learned, highlighting how risk can pay off but may also lead to unintended consequences, especially in politically charged environments.

The Importance of Risk in Marketing:

Stuart argues that not taking risks can be the biggest risk of all. As paid media becomes more expensive and less effective, DMOs need to experiment with new methods like storytelling, branded entertainment, and interactive campaigns.

Will explains that fostering a “culture of experimentation” is critical for DMOs to remain relevant and impactful in a rapidly changing landscape.

Why DMOs Avoid Risks:

Public accountability, stakeholder pressure, and fear of failure are major factors that cause DMOs to shy away from risk-taking.

Adam and Stuart discuss the importance of engaging stakeholders early in the planning process to secure buy-in and mitigate potential fallout.

Lessons for DMOs on Taking Risks:

Small Steps Toward Big Risks:

Will advises starting small with pilot programs and using those successes to build stakeholder confidence before attempting larger, riskier initiatives.

Measuring Success:

Establishing clear metrics and objectives tied to community impact helps justify risk-taking. Stuart shares his strategy of weighing resources, potential outcomes, and worst-case scenarios before proceeding with bold ideas.

The Future of Risk in Destination Marketing:

Will and the hosts agree that to stand out in today’s saturated market, DMOs must move beyond traditional advertising and embrace storytelling, innovative partnerships, and experiential marketing.

The importance of pushing boundaries and continuously evolving is key to the future success of destination marketing.

Links & Resources:

Undiscovered America - Will Seccombe’s national TV show featuring authentic storytelling from destinations across the U.S.

https://www.undiscoveredamerica.tv/

Great Big Kentucky Adventure Game - Play Kentucky’s tourism-focused video game.

https://www.designrush.com/news/kentucky-tourism-new-game-keeps-kids-entertained-on-trips

https://www.greatbigkyadventure.com/

Destination Discourse: Episode 2 Show Notes

Title: Is Branded Entertainment the Future of Destination Marketing?

Episode Summary:

In this episode, Adam Stoker and Stuart Butler dive into the world of branded entertainment and its potential as the future of destination marketing. They explore how storytelling, particularly through branded entertainment, can transform how destinations engage with potential visitors. Drawing on personal experiences and successful case studies, the hosts discuss the challenges and opportunities that come with this approach.

Key Topics Covered:

Introduction:

Stuart and Adam reflect on the success of their first episode and the importance of delivering a worthy sequel.

Light-hearted discussion on favorite movie sequels, with a nod to the Star Wars franchise.

Stu's News:

A case study from Greenville, South Carolina, on their creative use of a "Home Alone" themed Christmas experience.

The initiative’s success in positioning Greenville as a potential Christmas destination and generating significant media coverage.

Main Topic - Branded Entertainment:

What is Branded Entertainment?

Stuart and Adam define branded entertainment as storytelling that goes beyond traditional advertising. It's about creating content that audiences choose to engage with, rather than being forced upon them.

Importance of Storytelling in Destination Marketing:

Storytelling as a tool to improve residents' quality of life and enhance the visitor experience.

The role of storytelling in building a destination's brand and creating lasting memories for visitors.

Challenges and Considerations:

The potential reluctance of DMOs to embrace branded entertainment due to concerns about resources and stakeholder balance.

The importance of long-term thinking and overcoming short-term resource limitations to create impactful content.

Case Studies & Examples:

Greenville’s Home Alone Experience:

The strategy behind Greenville's Christmas campaign and how it can serve as a model for other destinations.

Discussion on the potential challenges of prioritizing certain stakeholders over others and how to manage these dynamics.

Myrtle Beach’s Traveling the Spectrum:

Stuart shares the story behind the creation of "Traveling the Spectrum," a TV show that documents the travel experiences of families with children on the autism spectrum.

The broader implications of this project for destination marketing and how it demonstrates the power of branded entertainment.

Takeaways for DMOs:

Encouragement for DMOs to think beyond traditional advertising and consider the long-term benefits of creating branded entertainment.

The importance of consistency and persistence in building an audience and the role of storytelling in shaping visitor perceptions.

Links & Resources:

Greenville Case Study - Case study on Greenville’s Home Alone Christmas Experience.

https://destinationsinternational.org/case-studies/greenvilles-iconic-home-alone-experience-closes-occupancy-gap

Tourism IQ - Explore the article on branded entertainment written by Stuart Butler.

https://mytourismiq.com/leadership/crafting-stories-capturing-hearts-why-branded-entertainment-is-the-future-of-destination-marketing/

In this episode, we dive deep into one of the most pressing questions facing the tourism industry: Will AI destroy the DMO (Destination Marketing Organization)? As AI technology advances rapidly, it has the potential to disrupt traditional marketing methods and reshape how destinations engage with travelers.

Join hosts Stuart Butler, CMO of Visit Myrtle Beach, and Adam Stoker, owner of Relic Agency, as they explore:

The current and future roles of AI in destination marketing.

How DMOs can adapt and stay relevant in an AI-driven world.

The balance between technology and human strategy in creating personalized travel experiences.

The evolving expectations of travelers in the digital age.

We also discuss the concept of DMOs as stewards of their destinations, focusing on creating long-term strategies that improve the quality of life for residents through tourism.

Key Takeaways:

AI is raising the bar for personalization and travel planning, but human strategy must lead the way.

DMOs need to focus on the entire travel journey, from inspiration to post-visit engagement.

Collaboration within destinations is crucial for future-proofing against AI disruptions.

Episode Highlights:

Introduction to the show and its mission to challenge the status quo in destination marketing.

Overview of Tourism IQ, Adam's new platform for accelerating industry education and collaboration.

A heated debate on AI's impact on DMOs and the potential risks of relying on big tech companies like Google.

🔗 Links Mentioned:

Tourism IQ - Accelerate your learning and education in the tourism industry.

https://mytourismiq.com/

Skift Article: Destination Marketers Turn to AI for Personalization in Post-Pandemic Marketing Strategies

https://skift.com/2023/11/16/harnessing-the-power-of-ai-in-travel-marketing/

📢 Join the Conversation:

What are your thoughts on AI’s impact on DMOs? Do you think AI will destroy traditional destination marketing, or is it an opportunity for innovation? Share your opinions and experiences in the comments below!

🎧 Listen/Watch Everywhere:

This episode is available on YouTube, LinkedIn, and your favorite podcast platforms.

Subscribe and Stay Updated:

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