18: Are DMOs Doomed?

In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined by Kristen Reynolds, President & CEO of Discover Long Island, to discuss the existential threats facing DMOs and whether they can survive in a rapidly changing industry. Kristen shares her perspective on why DMOs are at risk, how they need to evolve, and the steps they must take to stay relevant.

What You’ll Learn in This Episode:
 • Why DMOs are struggling to prove their value to stakeholders
 • The outdated funding model that puts DMOs at risk
 • How AI and evolving consumer behavior are disrupting the industry
 • The importance of marketing to residents, not just visitors
 • Why DMOs need to diversify funding beyond tourism taxes
 • The role of influencers and why DMOs must become the trusted voice of their destinations
 • What lessons DMOs can learn from DI MarCom
 • How economic development and talent attraction tie into the future of DMOs

Episode Highlights:
 • Stuart shares key takeaways from DI MarCom, including the industry’s struggle with AI adoption and the ongoing debate around data attribution.
 • Kristen explains why DMOs need to rethink their funding models and shift from being strictly marketing organizations to becoming true community builders.
 • Adam discusses why DMOs must diversify their strategies and not rely solely on traditional marketing methods to remain viable.
 • The conversation turns to how DMOs can protect themselves from political risks, why stakeholders don’t always understand their value, and what DMOs can do to better communicate their impact.
 • Kristen shares how Discover Long Island is evolving its role, including producing engaging content like Long Island Tea Podcast and integrating tourism with economic development.
 • The group explores whether DMOs should consider for-profit models and corporate sponsorships to ensure long-term sustainability.

Resources Mentioned in This Episode:
 • MMGY 2025 Global Compass: https://www.mmgy.com/industry-insights/2025-global-compass/m
 • Discover Long Island: https://www.discoverlongisland.com
 • Long Island Tea Podcast: https://www.discoverlongisland.com/podcast/
 • Tourism IQ: https://www.tourismiq.com

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