In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined once again by AI strategist C.A. Clark for a wide-ranging conversation about artificial intelligence, adoption gaps, and what the technology actually means for the future of work in tourism.

The discussion begins with a look at recent job market data and the growing debate around whether AI is already affecting employment. While the long-term outlook may include economic growth and new opportunities, the group explores the short-term disruption that could occur as industries adapt—particularly for entry-level and white-collar roles.

From there, the conversation shifts into what may be a bigger issue: the massive gap between AI’s real capabilities and how most organizations are actually using it. Many professionals claim to be using AI, but in reality they’re treating it like a slightly smarter search engine. Meanwhile, the tools themselves are advancing at an exponential rate.

C.A. argues that the biggest shift isn’t about delegating tasks to AI—it’s about learning how to work differently alongside non-human intelligence. That requires experience, experimentation, and a willingness to rethink traditional workflows.

The group also explores why many organizations—including DMOs—are struggling to adopt AI meaningfully. Conferences often spend too much time explaining what AI is instead of showing real use cases. At the same time, many teams are waiting for a perfect moment to start experimenting instead of learning by doing.

The takeaway: the window for experimentation is right now.

The hosts discuss how younger generations may actually have an advantage in this environment, how AI could drive a new wave of entrepreneurship, and why skills like trust, taste, and execution may become the most valuable roles humans play in an AI-powered world.

If you’re still sitting on the sidelines with AI—or just scratching the surface—this conversation is a reminder that the time to start experimenting is already here.

Key topics in this episode:
• Is AI already impacting jobs and the travel economy?
• Why entry-level career ladders may be changing
• The growing gap between AI capability and real-world adoption
• Why using AI like Google misses the point
• The mindset shift required to work alongside AI
• How Gen Z may be uniquely prepared for AI-era work
• Why DMOs need to move from talking about AI to showing real use cases
• Why 2026 may be the tipping point for meaningful AI adoption

Tools mentioned in the episode:
• Claude
• Gemini
• Replit
• AI “thinking models” and co-working tools

Destination marketing has a sameness problem, and this episode tackles it head-on.

Stuart Butler and Adam Stoker are joined by Matt Steiker and Katy Livingston of Madden Media for a conversation about why so much destination advertising feels interchangeable, what “destination gentrification” looks like in practice, and why safe, committee-friendly marketing often leads to forgettable work.

Before diving in, the episode opens with a classic bit of Destination Discourse chaos: Adam joins from his phone after a brutal travel delay, his computer fails him, and the jingle takes a very unexpected turn.

From there, Stu’s News focuses on OpenAI’s upcoming GPT-5.4 updates and what larger context windows, better reasoning, and fewer hallucinations could mean for the future of agentic AI. The group agrees that while average DMO users may not feel every update immediately, the bigger lesson is clear: AI keeps improving, and destinations can’t afford to give up on it just because it didn’t work perfectly the first time.

The heart of the episode centers on a sharp idea raised by Katy and Matt: too many destinations look, sound, and market themselves the same way. When every place talks about hidden gems, local breweries, great food, and off-the-beaten-path experiences, the work becomes generic. The result is marketing that may be polished, but rarely memorable.

The group digs into why that happens. Fear plays a major role. Fear of stakeholders. Fear of elected officials. Fear of backlash. Fear of losing your job. Adam argues that many DMOs are stuck in “marketing by committee,” while Stuart pushes back that the real issue is not the committee itself, but the fear surrounding it.

They also unpack the agency-client dynamic and whether agencies should be pushing destinations beyond their comfort zone. The consensus: absolutely yes. But the relationship is often set up in a way that rewards safe execution instead of bold thinking, especially through the RFP process.

A few key themes emerge:
• Great destination marketing needs a distinct point of view.
• Emotional resonance matters more than a checklist of amenities.
• Unique experiences are the true differentiator, not generic features and benefits.
• DMOs need to protect and preserve what makes their communities different, or they will eventually have nothing original left to market.
• The industry needs more outside perspective and should learn from brands beyond tourism.

There’s also an important conversation about stewardship. Stuart makes the case that the DMO’s role is increasingly about being a convener, collaborator, and advocate for the long-term health of the destination, not just a promoter of hotel rooms and attractions. If economic development, placemaking, workforce, and tourism are all connected, DMOs need a seat at those tables.

The episode closes with practical advice:
Matt says fortune favors the bold, especially in a market where travelers are looking for genuine, distinctive experiences.
Katy says the cure for boring marketing is a clear point of view rooted in authentic, emotional, real-world experiences.
Adam says job security is often an illusion, and marketers need to stop letting fear keep them from doing the right work.
Stuart says success starts with stronger relationships: with stakeholders, boards, elected officials, local businesses, and partner organizations across the community.

This one is a candid, challenging conversation about creativity, courage, and why destinations that want to stand out can’t keep sounding like everyone else.

In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined by Alex Husner and Annie Holcombe from the Alex & Annie Podcast for a candid conversation about the evolving relationship between DMOs and the vacation rental industry.

They start with Stu’s News and a timely discussion about Google building agentic AI directly into Chrome, using travel booking as one of the headline examples. That sparks a broader conversation about how quickly AI is moving from theory to reality, what “agentic” AI actually means, and why this shift could fundamentally change how travelers research, plan, and book trips. The group explores what happens when consumers stop visiting dozens of websites and instead rely on AI tools to surface options, make decisions, and potentially complete bookings on their behalf.

From there, the conversation shifts into the main topic: vacation rentals, short-term rentals, and why they are still too often misunderstood or underrepresented in destination marketing. Alex and Annie explain the distinction they see between traditional vacation rentals in established leisure destinations and the broader short-term rental category that has exploded in urban markets. They also dig into how Airbnb has shaped public perception of the sector, often overshadowing the professionally managed operators that have long been part of many destination ecosystems.

The discussion explores why so many DMOs and vacation rental operators are not working together more intentionally, even though both ultimately want the same thing: more visitors having a better experience in the destination. The group talks through the challenges of fragmentation, the lack of a unified voice for the vacation rental industry, and the tendency for destinations to lump all rentals together based on the behavior of a minority of bad actors.

Along the way, they make the case that vacation rentals are not just another lodging category. In many destinations, they are essential to affordability, family travel, sports tourism, group travel, and the overall diversity of the lodging mix. The conversation also highlights the role DMOs can play in better representing that inventory, opening communication with operators, and advocating for fair, common-sense standards that protect both visitors and communities.

It’s a lively episode about AI, tourism, representation, and why vacation rentals deserve a more intentional seat at the table.

What you’ll hear in this episode:
AI’s move into mainstream travel planning through Google Chrome
A practical explanation of what agentic AI actually is
Why AI may reduce friction but not necessarily reduce stress
How traveler behavior could shift if websites matter less
The difference between short-term rentals and vacation rentals
Why Airbnb has shaped perception of the entire category
How professionally managed vacation rentals differ from casual hosts
Why DMOs and vacation rental operators often miss each other
The role vacation rentals play in sports tourism, affordability, and group travel
Why better communication, representation, and advocacy could benefit the whole destination

Check out the Alex & Annie Podcast to hear more conversations on vacation rentals, tourism, and the changing travel landscape.

This episode of Destination Discourse starts in the most on-brand way possible: with Christian Mengel joining live from the Kansas City airport, turning the conversation into a truly mobile edition of the show.

After a quick round of banter and Stu’s News on Apple’s latest promises around Siri, the conversation shifts into a much bigger question for the destination industry: what is the real role of a DMO now?

Christian brings three predictions for 2026, including more mergers and acquisitions, a growing importance of earned media, and a bigger conversation around how DMOs define their purpose. That opens the door to a candid discussion about whether destination organizations should think beyond traditional marketing and play a more active role in shaping experiences, supporting development, and filling gaps in their communities.

The conversation gets especially interesting when the group wrestles with questions like:
How far should a DMO go in helping create tourism product?
Where is the line between promotion and participation?
What happens when an industry can measure more than ever before, but still struggles to explain its value clearly?

Throughout the episode, Stuart, Adam, and Christian explore the tension between relevance, risk, politics, and public trust. They talk about why so many DMOs feel like they are being targeted, why mission and values matter more than ever, and why communities are more likely to defend a DMO when they can clearly see the tangible benefits tourism brings to everyday life.

A few major themes stand out:
DMOs need to do a better job articulating not just what they do, but why they exist.
Data matters, but stories are often what actually move stakeholders.
The industry still lacks a shared blueprint for what a DMO should fundamentally be.
If DMOs are not at the table when the future of a destination is being discussed, they risk being left out entirely.

This is one of those episodes that asks more big questions than it answers, but that is exactly the point. It is an honest conversation about an industry in transition and a challenge to destination leaders to stop playing defense, get clearer on their purpose, and help shape what comes next.

A new (intentionally terrible) Stu’s News jingle makes its debut, January downloads surge, and Jason Holic of Experience Kissimmee shares how his team is stepping into water safety as part of destination stewardship.

This episode moves beyond traditional demand generation and asks a bigger question: What is a DMO actually responsible for?

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What You’ll Hear in This Episode
• A brand-new Stu’s News jingle (British rapper vibes, Star Wars references, and mixed reviews).
• January already surpassing December’s record downloads, with a 30-day run rate up 48% (per Stuart).
• A listener comment sparks debate: Should DMOs try to own the travel decision-making cycle—even if they don’t control the transaction?
• Stuart’s evolving view of the DMO as not just the “fuel,” but possibly the “mechanic” of the tourism engine.
• Adam’s counterpoint: the job is to get attention and build trust—without chasing endless side quests.
• Jason’s water safety initiative and what stewardship looks like in practice.

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The Big Question: What Is a DMO’s Role?

The conversation explores whether DMOs should:
• Stick to demand generation.
• Expand into experience and destination impact.
• Take a more active role in long-term tourism vision.
• Or simply focus on maximizing attention and converting it into trust.

Public safety becomes the real-world test case for that debate.

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Experience Kissimmee’s Water Safety Initiative

Jason shares how the idea originated from a community conversation and evolved into a formal task force including:
• Department of Health
• Fire Rescue / EMS
• Sheriff’s Office
• School district
• Vacation rental partners
• A hotel partner
• A water park

The goal: address water safety proactively before it becomes a reputational crisis.

The Framework: The ABCs of Pool Safety

Jason references the traditional ABCs of pool safety:
• A: Adult supervision
• B: Barriers
• C: Classes (swim lessons)

The campaign focuses specifically on A and B, since swim classes aren’t realistic during a vacation stay.

How They’re Delivering It
• A short, simple PSA-style video.
• Hosted on a landing page.
• Visitors who complete the video can enter their email to receive exclusive offers from local attractions and restaurants.
• Distribution primarily happens through vacation rental management companies via pre-arrival emails and text messaging.

No heavy paid media. No large ad spend. Mostly partner collaboration and owned channels.

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Myrtle Beach’s Water Safety Activation

Stuart shares how Myrtle Beach approached water safety through:
• Bringing in the world’s largest rubber duck during Water Safety Week.
• Partnering with kid-focused creator Handyman Howe for a water safety video that generated significant viewership.
• Creating a media-friendly hook to amplify the message.

The takeaway: safety messaging can be serious—but it doesn’t have to be boring.

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Other Themes from the Episode
• The California Gold Rush analogy: maybe DMOs don’t “own the gold,” but they can add value along the journey.
• The tension between measuring ROI and measuring impact in safety initiatives.
• The importance of convening stakeholders—even if you don’t lead every initiative.
• The idea that DMOs should be humble conveners rather than credit-seeking champions.

In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome back industry legend Bill Geist for a no-nonsense masterclass on DMO board governance.

The conversation starts with Stu’s News, exploring what OpenAI’s new ChatGPT Health product—and Google pulling back on AI health recommendations—signals about trust, adoption, and the future of AI verticals, including travel.

Then Bill delivers his core thesis: every major DMO problem can be traced back to the board—and most boards struggle because they commit the same three deadly sins.

Together, they break down:

• Why poor succession planning creates echo chambers
• How weak or nonexistent board orientation undermines advocacy
• Why overly choreographed meetings kill engagement and trust
  
  

This episode is a must-listen for destination leaders navigating board dynamics, governance reform, political pressure, and the growing need for trust in a post-truth world.

What you’ll hear in this episode

• Why trust is becoming the core currency for destinations
• How AI adoption mirrors what’s coming next for travel planning
• The three deadly sins of DMO boards—and how to fix them
• What an effective board orientation actually looks like
• Why healthy boards debate, not rubber-stamp
• How much conversation should happen in a board meeting
• When (and how) elected officials should be involved in governance

• The ideal board size for a destination organization

In this episode of Destination Discourse, Stuart Butler (Visit Myrtle Beach) and Adam Stoker (Brand Revolt) record live at the South Carolina Governor’s Conference on Tourism.

Instead of a traditional presentation, they brought the podcast format to the stage.

No slides.
No scripted panel.
Just live audience polling and an open conversation about what’s really happening in the tourism industry.

It’s a different environment than it was just a few years ago. Consumer behavior is evolving. Expectations are rising. Technology and AI are reshaping how travelers discover and choose destinations. At the same time, communities are asking harder questions about growth and impact.

So Stuart and Adam started by asking the room to weigh in.

Through live polling, attendees voted on:
• The biggest challenges facing tourism professionals right now
• What’s shifting in their communities
• The issues that aren’t being talked about enough
• The capabilities destinations will need moving forward

The top responses shaped the rest of the session.

What followed was a candid, unscripted discussion with real input from operators, destination leaders, and public officials in the room.

This episode isn’t about bold predictions or polished answers. It’s about where the industry stands right now — and what it will take to navigate what’s ahead.

If you work in destination marketing, hospitality, attractions, or public leadership, this conversation is for you.