The Executive Edge Track is an exclusive, invitation-only experience created specifically for senior leaders in destination organizations. This focused program offers a space for candid, high-level conversations, strategic insights, and peer-to-peer exchange among industry decision-makers.
Through a series of thoughtfully curated sessions, you’ll explore emerging trends, leadership challenges, and transformative opportunities shaping the future of travel marketing and destination strategy.
As a recognized leader in your organization, you’re invited to join this track to deepen your executive skillset, strengthen your leadership impact, and bring back insights that elevate your entire team.
Sessions
All sessions will take place Monday, August 18. See times here.
DMO AI Strategy is All Over the Place: Here’s What's Working
Innovative DMOs are using AI to deliver on their core mandate with a proven three-pillar strategic framework:
- Pivot internal culture to embrace AI
- Optimize destination/partner marketing and community messaging for AI search
- Capitalize on chat as the new marketplace, including in-destination
Three key takeaways:
- Step-by-step AI strategy map for DMOs vetted by destination leaders, boards and stakeholders
- Actionable strategy for scaling AI adoption organization-wide
- Inspiring case studies from DMO CEO/CMOs
Stop the Exodus: Keep Your DMO Talent from Fleeing
Destination organizations are seeing top talent walk out the door to vendors and agencies—and not just for a bigger paycheck. Flexibility, growth opportunities and a culture that fuels creativity are just as important to them. This session explores what’s driving the talent shift and how DMOs can compete. You'll walk away with actionable strategies to strengthen your workplace culture, rethink compensation and build a team that stays and thrives.
Don’t Just Defend Your Budget, Go on Offense!
In today’s competitive tourism landscape, securing stable and sufficient funding is not only a financial necessity but a strategic advantage that enables DMOs to deliver long-term value and enhance marketing effectiveness. As the tourism industry continues to evolve, so too must the approaches DMOs take to protect and grow their funding sources.
This session will explore the foundational elements of funding stability and provide actionable strategies for strengthening your destination’s competitive position. Topics include protecting current funding, mastering funding advocacy, and diversifying revenue streams to ensure long-term sustainability.
Participants will also receive updates on recent funding legislation, including diverting funding as well as legislation strengthening funding, such as Washington State’s 2025 legislation to establish a committee to develop sustainable industry funding. In addition, we’ll highlight success stories from destinations that have effectively safeguarded and grown their funding through targeted advocacy and forward-thinking.
Please confirm your participation by responding to the email invitation. We look forward to seeing you in Phoenix.
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