Destination Discourse

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 thought-provoking insights, honest debates, and practical takeaways. Part love letter to the industry, part therapy session, and part user manual, Destination Discourse is your trusted source for real talk and expert advice. Join us to explore inspiring campaigns, hear from leading voices...

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Episodes (96)

Thursday 95: When's the Last Time Your DMO Admitted a Campaign Bombed? (Dan Gibson)
Thu Aug 13th 94: Are LLM Visibility Audits Total BS? (Emily Zertuche)
Thu Aug 6th 93: Are You Paying Attention to the Trends Reshaping Marketing Right Now?

Destination Discourse

Aug 20, 2026
58 minutes
53 MB

Every DMO panel is a highlight reel - so why does no one ever mention what didn't work? Returning guest Dan Gibson (Visit McMinnville) joins Stuart Butler and Adam Stoker to make the case that destination marketing's biggest blind spot isn't failure - it's the refusal to talk about it. They dig into how vanity metrics let DMOs claim success on their own terms, why agencies get punished the moment a campaign underperforms (even though hiring only risk-averse agencies just guarantees more sameness), and why the sea of sameness in destination marketing exists precisely because nobody is...

Destination Discourse

95: When's the Last Time Your DMO Admitted a Campaign Bombed? (Dan Gibson)

Destination Discourse

00:00 -57:53