37: Will You Join Us At ESTO?

In this special July 4th mini-episode of Destination Discourse, Stuart Butler and Adam Stoker preview their upcoming session at ESTO 2025 in Phoenix, Arizona. The duo reveals the inspiration and format behind their live show on Monday, August 18 at 2PM – an interactive, debate-style session designed to challenge groupthink and spark honest dialogue across the destination marketing industry. They tease two provocative statements that will be up for discussion:
 • “DMO websites will be irrelevant in 5 years or less.”
 • “Our industry relies on vanity metrics and calls it attribution.”

Using live audience polling and real-time rebuttals, the session will blend humor, insight, and uncomfortable truths true to the Destination Discourse brand.

Plus, Stuart drops some major personal news: he’s now President of Visit Myrtle Beach. The hosts reflect on how far the show has come, express gratitude to their growing Desti-nation of listeners, and encourage everyone to attend ESTO, which they describe as a must-attend event for marketers who want meaningful content—not sales pitches.

This is a short but spicy episode, perfect for a holiday listen—and a reminder that sometimes the best way forward is to disagree, respectfully and out loud.

Subscribe, review, and tell a friend to join the Desti-nation.