400 Conversations Later: Where Destination Marketing Is Headed Next

We recently hit a huge milestone with 400 episodes of The Destination Marketing Podcast. To celebrate, we hosted a live Q&A reflecting on how far the industry has come and where it is headed next. In this edition, I’m sharing the 10 most impactful insights from that conversation, ideas every destination marketer should be thinking about right now. — Adam Stoker, Co-host, Destination Marketing Podcast

Last week we hit a big milestone as we recorded the 400th episode of The Destination Marketing Podcast. Honestly, it’s hard to believe. When I started the show back in 2019, I had no idea where it would take me. Over the course of these episodes, I’ve had the chance to learn from some of the brightest minds in our industry and to grow right alongside all of you.

To celebrate, we did something a little different. We hosted a live Q&A and spent time looking back at how far destination marketing has come and where we believe it’s headed next. The conversation was real, reflective, and packed with ideas I think we all need to be thinking about right now.

I’ve put together a list of the 10 most impactful insights from that live session. These are the lessons, trends, and takeaways that stood out to me and I hope they’ll be valuable for you too.

The Pendulum is Swinging Back to Brand

One of the first questions in the live Q&A was, “What’s the biggest shift you’ve seen in destination marketing since you started the podcast?”

For me, it all comes back to the brand vs. performance marketing pendulum. When I got into the industry, brand was the focus. Then digital exploded and we got caught up in metrics and conversions. Somewhere along the way, brand started taking a backseat. But COVID exposed that. Destinations with a strong brand came back faster. Today, we’re seeing that shift again. Performance matters, but brand is still the bedrock.

Be in the Prompt or Be Invisible

AI is changing everything. If a traveler asks a question and your destination isn’t part of the prompt, you’re becoming invisible. We have to build the kind of brand presence and authority that earns us a spot in the conversation.

Attention is the New KPI

We’ve relied too heavily on impressions, but they’re no longer a meaningful measure of success. What matters is attention: are people watching, reading, listening, engaging? Is your email list growing? Are you creating content that gets shared? The destinations that track attention—not just reach—are the ones truly building influence.

The People Who Think Differently Are the Ones Who Move the Industry Forward

Over the years, the guests who’ve had the biggest impact on me are the ones who weren’t afraid to challenge convention. They’ve inspired me to look at the agency model differently, to question outdated practices, and to embrace innovation even when it feels uncomfortable. If we all think the same, we’re not going to evolve.

Community Happens When You Prioritize Value Over Promotion

We all want to build an audience that trusts us, but trust doesn’t come from pushing bookings. It comes from showing up consistently with content that informs, entertains, or inspires. When you lead with value and expect nothing in return, people stick around. That’s how you build true community and long-term loyalty.

The Easiest First Step into Owned Media

One of the questions I got was how to get started with owned media if you’ve mostly relied on paid. My answer: start small. A podcast is one of the easiest entry points. It doesn’t require a huge budget, and the content can be repurposed across blog posts, social media, and email. More importantly, it helps you build trust and connection, something no paid ad can do on its own.

Mindshare = Market Share

We’ve spent years talking about awareness, but the real asset we need to build is mindshare. When people think about travel, does your destination even enter their mind? AI search is making this more important than ever. You can’t buy your way into relevance, you have to earn it through brand presence, community trust, and memorable storytelling.

Content Doesn’t Expire—Campaigns Do

Every time you spend money on a campaign without supporting content, that budget disappears the moment the ad ends. Owned media flips that model. Whether it’s a docuseries, a podcast, or a blog strategy, content that lives on your platforms keeps working for you long after launch.

Challenger Destinations Should Stop Copying the Incumbents

If you’re a challenger destination and you’re copying the incumbents, you’ve already lost. They’ve got bigger budgets, more brand equity, and a head start. The only way to compete is by doing something they can’t or won’t. That means being bolder, scrappier, and more creative. Playing it safe like the big guys is exactly how you stay small.

The Biggest Lesson of All – Take the Risk

If there’s one thing I’ve learned after 400 episodes, it’s this: the destinations that are making the biggest impact are the ones willing to take risks. Playing it safe might keep you in the game, but it won’t move you forward. I’ve seen time and time again that innovation, growth, and community impact all come from trying something new, even when it’s uncomfortable. If we want to build lasting change in our organizations and in our communities, we have to stop fearing failure and start embracing smart, strategic risks. That’s the future of destination marketing. And honestly, it’s where the fun starts.

If you’ve been part of this journey, whether you’ve listened to one episode or all 400, thank you! I’ve learned so much along the way, and I can’t wait to keep growing with you as we explore what’s next for this amazing industry.