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Destination Discourse

Destination Discourse
Artificial Intelligence
Destination Marketing Organization
Myrtle Beach
Paid Media
Dmos
Destination Marketing
DMO
Destination Marketing Organizations
Branding
AI In Marketing
Tourism
Owned Media
SEO
Earned Media
Agencies
Claude Cowork
Product Development
Board Governance
Supply Chain
Las Vegas

Destination Discourse is the essential podcast for DMOs and travel industry professionals who want to stay ahead in destination marketing, stewardship, and management. Hosted by industry experts Stuart Butler and Adam Stoker, each episode delves into the key issues and trends shaping the future of tourism. From cutting-edge innovations to the complex challenges of destination management, we offer ... more

PublishesWeeklyEpisodes102Founded2 years ago
Number of ListenersCategories
MarketingBusiness

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Artwork for Destination Discourse

Latest Episodes

Every DMO generates a constant stream of intelligence - agency reports, meeting transcripts, sales calls, partner conversations - and most of it ends up trapped in someone's inbox or a folder nobody can find. What if all of it fed one central brain? more

Two years, 100 episodes, and zero preparation. In the first-ever live edition of Destination Discourse, Stuart Butler and Adam Stoker take audience questions in real time and put their own positions on trial.

Adam explains why he moved from champion... more

Destinations International's 2025 Destination Next study says DMOs should stop just promoting the visitor experience and start owning it. Seth Lieber, founder of Seth Lieber Creative and a former DMO and theater professional, joins Stuart and Adam to... more

A city council in Georgia just replaced a high-performing DMO with a firm that faked its client list - and barely anyone with standing pushed back. Returning guest Bill Geist (Board Leadership for Destinations, making his 3rd appearance on DD) joins ... more

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Recent Guests

Seth Lieber
Seth Lieber Creative, experience designer and consultant
Seth Lieber Creative
Episode: 99: Who's Actually the Theater Director of Your Destination? (Seth Lieber)
Josh Albrecht
Chief Marketing Officer, Visit Milwaukee
Visit Milwaukee
Episode: 97: Are You Marketing a Destination, or Exporting a Culture? (Josh Albrecht)
Dan Gibson
Thought leader and keynote speaker on DMO marketing
Industry guest on show
Episode: 95: When's the Last Time Your DMO Admitted a Campaign Bombed? (Dan Gibson)
Will Wright
Industry professional focused on destination marketing and accreditation concepts
Destination Core / Destination Door
Episode: 91: Is Your DMO Website Still Just a Listings Page in an AI World? (Will Wright)
Dan Flores
Representative from Satisfy Labs, AI company
Satisfy Labs
Episode: 89: Is Your DMO Still Treating AI Like a Toy Instead of a Teammate? (Dan Flores)
Chris Fair
Executive at Resonance, contributor to Best Cities research
Resonance
Episode: 88: Is Your DMO Protecting Itself Into Irrelevance? (Chris Fair)
Gary Sherwin
Industry leader featuring in the episode
Visit Newport Beach
Episode: 87: Would Your Stakeholders Fight to Keep You If You Disappeared Tomorrow? (Gary Sherwin)
Jeanette Roush
Speaker from Brand USA discussing AI in tourism marketing
Brand USA
Episode: 86: Are You Still Doing Work That AI Should Be Doing For You? (Dan Holowack & Janette Roush)
Emily Zertuche
Author and industry commentator, Substack writer
Corpus Christi Visit (brand and innovation perspective)
Episode: 85: Are DMOs Focused on the Wrong Things at the Worst Possible Time? (Emily Zertuche)

Hosts

Stuart Butler
Host focusing on destination marketing strategy, governance, and industry trends; affiliations include Destination Discourse and related show contexts.
Adam Stoker
Co-host with focus on strategy, storytelling, and industry perspectives; affiliations include Brand Revolt, Tourism IQ, and Destination Discourse contexts.

Reviews

5.0 out of 5 stars from 23 ratings
  • Essential listening for destination marketers

    Super smart people discussing the challenges of our industry. Not just dudes talking, but conversations with people of different walks in this industry.

    Apple Podcasts
    5
    beezbo
    United States5 months ago
  • Big fan of Stu’s News

    I wish I could grow two more hands so I could give this podcast four thumbs up.

    Apple Podcasts
    5
    Destie Roush
    United States5 months ago
  • A Must Listen for DMO Professionals

    Stuart and Adam are not only fun to listen too, but they offer up valuable insights and ideas. Every podcast sparks an a-ha moment and provides inspiration. They have fantastic guests and do a great job keeping us updated on trends in our industry. Make this a mandatory listen for your team!

    Apple Podcasts
    5
    Travel_Guru
    United States9 months ago
  • One of my favorite industry podcasts!

    I just wanted to say that this is one of my favorite destination marketing podcasts. The format of the podcast really lends itself to seeing all sides of an issue. The show is a great resource for everyone in the destination marketing industry. I never miss an episode.

    Stu's news and the jingle is definitely one of the best segments in all of podcasting!

    Desty Nation!

    Apple Podcasts
    5
    Nate Gresock
    United Statesa year ago
  • The greatest show for DMOs

    I have to say, I’m incredibly proud of my son for hosting such a fantastic podcast… but let’s be real, Stuart is the true star of the show! His insights are razor-sharp, his voice is smooth as butter, and he just gets destination marketing in a way that keeps me coming back for more.

    Now, don’t get me wrong—Adam is doing his best, bless his heart. He brings great energy, and I’m sure he tries very hard. But Stuart? That’s where the magic happens. If you’re looking for expert-level tourism marke... more

    Apple Podcasts
    5
    Adams Actual Mom
    United States2 years ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Smart, insightful discussions with a practical tilt for industry professionals.
Listeners appreciate the candid banter and relevance to current industry challenges.
The show features a strong guest lineup and consistently high-quality takeaways for DMOs.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Talking Points

Recent interactions between the hosts and their guests.

97: Are You Marketing a Destination, or Exporting a Culture? (Josh Albrecht)
Q: What is the actual role of a DMO and how should we be thinking about it?
A DMO should export and embed the destination's culture so it becomes part of people's lifestyle, using people, festivals, food, and live events to create affinity and lasting engagement beyond traditional advertising.
88: Is Your DMO Protecting Itself Into Irrelevance? (Chris Fair)
Q: What role does leadership culture play in the success of these cross-organizational efforts?
Strong, vision-driven leaders who value teamwork over credit and actively foster partnerships across tourism, economic development, and chambers are essential to breaking silos and driving durable prosperity.
88: Is Your DMO Protecting Itself Into Irrelevance? (Chris Fair)
Q: How should DMOs begin collaborating with economic development and other partners to move from siloed work to integrated place development?
Leaders should adopt a collaborative mindset at the top, align on shared community goals, and formalize relationships (e.g., MOUs or merged structures) to enable joint branding, product development, and investment strategies, supported by data from the resonance reports.
88: Is Your DMO Protecting Itself Into Irrelevance? (Chris Fair)
Q: Do you map deficits in livability, lovability, or prosperity to concrete levers that DMOs can pull, and does the report provide a rubric for action?
Yes. The report includes a simple scatterplot and guidance showing when perception and performance are in balance, when there is a perception deficit, or when perception exceeds performance, with recommended focus areas for each case, such as marketing, product development, or investment attraction.
43: Is It Time to Rethink Agency Models and the Marketing Funnel? (Dan Janes)
Q: What is your pet peeve or friction point in the industry?
Dan argues that RFPs are optimized for the past and over-emphasize inputs over outcomes, which constrains agencies from showing true capability. He advocates for outcome-based RFPs and cross-functional, agile teams that can adapt to rapid changes in technology and consumer behavior.

Audience Metrics

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Frequently Asked Questions About Destination Discourse

What is Destination Discourse about and what kind of topics does it cover?

Two industry-minded hosts explore trends, tactics, and governance shaping destination marketing and management. Episodes frequently cover AI in travel planning, data-driven decision making, stakeholder collaboration, and evolving roles for DMOs—from knowledge brokers to experience curators. The show blends trend analysis with practical takeaways, real-world case studies, and candid debates, often spotlighting how destinations can partner with communities, leverage local content, and build sustainable funding models. A notable strength is the strong emphasis on actionable frameworks, governance, and collaboration across ecosystems, making it a go-to resource for professionals steering destination strategy in an increasingly tech-enabled trav... more

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Which podcasts are similar to Destination Discourse?

These podcasts share a similar audience with Destination Discourse:

1. Destination Marketing Podcast
2. DMOU: Destination Marketing Organization University
3. Give Me Some Good News
4. SmartLess
5. Search Engine

How many episodes of Destination Discourse are there?

Destination Discourse launched 2 years ago and published 102 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

How do I contact Destination Discourse?

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What guests have appeared on Destination Discourse?

Recent guests on Destination Discourse include:

1. Seth Lieber
2. Josh Albrecht
3. Dan Gibson
4. Will Wright
5. Dan Flores
6. Chris Fair
7. Gary Sherwin
8. Jeanette Roush

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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