85: Are DMOs Focused on the Wrong Things at the Worst Possible Time? (Emily Zertuche)

Episode notes

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.

• 87: Would Your Stakeholders Fight to Keep You If You Disappeared Tomorrow? (Gary Sherwin)78 / 100
• 88: 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)
• 84: Can DMOs Fill the Void Left by Local Media? (Dan Gibson)
• 83: What Is the Real Purpose of a DMO? (LIVE from DI MarCom 2026)