DMOU: Destination Marketing Organization University · 2026-07-08 · 29 min
Destination Canada is very likely the most innovative DMO on the planet when it comes to redefining the tourism industry’s impact (both social and economic). Now, they have developed the Canadian Tourism Data Collective, an insanely expansive hub of research and information that is available not just for their use but the use of over 280,000 tourism businesses throughout the country. Destination Canada’s SVP, CFO and Chief Data and Analytics Officer Meaghan Ferrigno shares how the Collective was developed, what it means to the industry and how two new industry tools have emerged from the data, Aurora AI and Tourism Twin. Join us for this sensational conversation.
195: Gary Sherwin • The Power of a Private-Sector Tourism Improvement District85 / 100
192: Matt Pivarnik • Making the DMO-Chamber Combo Work73 / 100
194: Kyle Edmiston • What's Ahead for Destinations International
191: Kristen Reynolds & Michael Jacobson: The 15 Year Journey to Create Chicago's TID
190: Chris Ihrig • Developing a Pathway to Destination Leadership