The Internal PR Mandate: Proving Tourism's Value to Residents and Power Players

The most difficult "sale" a DMO leader makes isn't to a traveler—it’s to a skeptical resident, a local reporter, or a state legislator. As destinations face rising scrutiny over "quality of life" and budget priorities, PR is no longer just an external marketing tool; it is a critical function of Government Affairs and Community Relations.
This high-level roundtable is designed for senior leaders to move past the "basics" of tourism awareness and dive into the mechanics of Internal Advocacy. After a brief framing of current regional shifts, facilitators will guide an in-depth peer-to-peer exchange on how DMOs are successfully "marketing to the home crowd." We’ll discuss the tactical realities of using earned media to drive in-state visitation while simultaneously building the political capital required to protect funding and community trust. Come prepared to share what’s working, what’s failing, and how you are proving your destination's value to the people who live there.