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What happens when destination marketing organizations start optimizing for short-term ROI at the exact moment AI is fundamentally changing how travelers discover destinations?

In this thought-provoking episode of Destination Discourse, Stuart Butler and Adam Stoker welcome back recurring guest Emily Zertuche for one of the most important conversations the show has tackled yet.

The discussion dives deep into Emily’s latest Substack article and the growing disconnect between what DMOs are prioritizing and how traveler behavior is rapidly evolving in the AI era. As generative AI increasingly becomes the “decision-making layer” between travelers and destinations, the trio explores why brand visibility, citations, and discoverability may matter more than traditional performance metrics like clicks and conversions.

Topics include:

Why DMOs may be focused on the wrong things at the worst possible time
The shift from attribution to citation in the AI era
How AI is changing destination discoverability
Why cutting top-of-funnel brand investment could become catastrophic
The rise of the “visibility economy”
The danger of optimizing for the next board meeting instead of the next decade
Why DMOs must rethink their purpose, KPIs, and stakeholder relationships
How destinations can create “content armies” to remain visible in AI-generated travel planning
Practical ways organizations can begin adopting AI internally right now

The episode also features a Stu’s News segment covering how companies like OpenAI and Anthropic are accelerating AI adoption through hands-on business implementation and training programs.

Whether you’re a DMO executive, marketer, tourism professional