In this episode of Destination Discourse, Stuart Butler and Adam Stoker welcome back Amir Eylon, President & CEO of Longwoods International, for a deep dive into two major issues shaking the DMO world: threats to tourism funding in Florida and shifting sentiment among Canadian travelers.

We kick things off with “Stu’s News,” breaking down two proposed Florida bills that could upend the state’s tourism funding model by eliminating local control and redirecting tourism taxes toward property tax relief. Amir shares his insider knowledge from decades in the industry—and a killer analogy involving political campaign spending—to expose the flawed logic behind the bills. Adam and Stuart discuss the larger implications for DMOs nationwide and why this should be a wake-up call for destinations to prove their value to residents, elected officials, and adjacent industries.

Then we shift gears to the north. Amir shares the findings from Longwoods’ new Canadian Traveler Sentiment Study, exploring how tariffs, political rhetoric, and—most significantly—a rough exchange rate are impacting Canadians’ plans to visit the U.S. We dig into what the data says, what surprised Amir, and how destinations like Myrtle Beach are adjusting their messaging to stay top of mind (and top of heart).

This episode is packed with insight, emotion, and action—plus some solid jokes about jet lag, British nicknames, and moms who care more about podcasts than their kids.

Key Topics:
• Florida’s proposed legislation and its potential to dismantle the current DMO funding structure
• Why logical arguments won’t win emotional battles—and what messaging really works
• How Myrtle Beach is responding to Canadian sentiment with a balanced mix of welcome messaging and value
• The difference between leading with data vs. backing up an emotional truth
• What destinations should (and shouldn’t) do next in the Canadian market

Resources:
• Longwoods International Canadian Traveler Sentiment Study: https://www.longwoods-intl.com

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