Destination Discourse · 2026-07-23 · 51 min
AI is already cutting DMOs out of the trip-planning conversation - and Will Wright (Destination Core) thinks most destination websites are wasting the one asset that could save them: real local knowledge. Will's thesis: DMOs are sitting on one of the most powerful editorial assets in travel - trusted, local, authentic knowledge - but keep acting like paid listing sites instead of genuine local experts. His fix is a layered approach to data. Below the "hygiene" facts (hours, room counts, amenities) that OTAs already own, there's a "vibe" layer - subjective, experiential judgment that only comes from people who've actually been there. He argues DMOs could become an accreditation layer: not hosting reviews themselves, but vouching for which ones are legitimate, like a digital version of the vanishing visitor information center. Stuart pushes back hard - member businesses will revolt if you start scoring them, and scraping reviews off TripAdvisor and Expedia runs straight into their terms of service. The two go back and forth on whether accreditation is realistic or just a nice idea that dies on contact with stakeholders.
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?90: Why Would AI Ever Trust Your DMO's Content?