Destination Discourse · 2026-07-16 · 52 min
In this episode of Destination Discourse, Stuart Butler and Adam Stoker tackle a question most DMOs would rather avoid: why should AI ever trust your content over anyone else's? Stuart's thesis - DMOs have grown addicted to equitable treatment of every stakeholder, from alphabetized hotel lists to identical exposure for every attraction, even when real-world demand isn't equal. The conversation opens with Stu's News: Meta's new AI-powered search inside Facebook, now synthesizing answers instead of pointing to profiles, plus the controversy over Meta's "Muse" image tool training on public photos - both signals of how fast AI is reshaping the search landscape DMOs operate in. Stuart's example: if Ripley's Aquarium pulls 5x the visitation of Ripley's Believe It or Not, why promote both the same? He argues DMOs need a firewall between promotional and editorial content, like old-school newspapers. Adam pushes back: the fix isn't softer language, it's stakeholder education - clear performance criteria (a review-score threshold, say 4.2+) and the courage to tell underperforming members they won't be featured until the experience improves.
94: Are LLM Visibility Audits Total BS? (Emily Zertuche)76 / 10087: Would Your Stakeholders Fight to Keep You If You Disappeared Tomorrow? (Gary Sherwin)78 / 10093: Are You Paying Attention to the Trends Reshaping Marketing Right Now?92: Is Your DMO Chasing Relevance When It Should Be Fighting for Significance?91: Is Your DMO Website Still Just a Listings Page in an AI World? (Will Wright)