Destination Discourse · 2026-06-04 · 60 min
In this episode of Destination Discourse, Stuart Butler and Adam Stoker are joined by Dan Gibson, CEO of Visit McMinnville and former journalist, to explore the collapse of local media - and what DMOs should do about it. Topics include: • Anthropic's Claude for Small Business launch and what it means for destination marketers • The state of local journalism and the storytelling void it leaves behind • Whether DMOs should step up as media outlets - and the real risks of going too far • How Dan grew Visit McMinnville's digital presence with a lean team and tight budget • Why authenticity beats production value in destination content The Bottom Line: Local media isn't coming back. DMOs have a real opportunity - and responsibility - to fill that void with authentic, community-driven storytelling. Start small, be consistent, and make it sustainable.
87: Would Your Stakeholders Fight to Keep You If You Disappeared Tomorrow? (Gary Sherwin)78 / 10088: Is Your DMO Protecting Itself Into Irrelevance? (Chris Fair)86: Are You Still Doing Work That AI Should Be Doing For You? (Dan Holowack & Jeanette Roush)85: Are DMOs Focused on the Wrong Things at the Worst Possible Time? (Emily Zertuche)83: What Is the Real Purpose of a DMO? (LIVE from DI MarCom 2026)