The New Shape of Destination Marketing Teams: How High-Performing Organizations Are Redesigning Talent, Structure & Accountability

Destination marketing organizations are operating in an environment that demands more alignment, agility, accountability, and cross-functional collaboration than ever before. As expectations from boards, communities, partners, visitors, and internal teams continue to expand, many DMOs are rethinking how talent is organized, how roles are defined, and how accountability is shared across the organization.This session explores how leading organizations are redesigning team structures and staffing models to better meet today’s demands. Through real-world examples, candid observations, and facilitated discussion, attendees will examine what is driving these organizational shifts, what changes some DMOs are making, where those changes are succeeding or struggling, and what lessons can be applied in their own contexts. The session is designed to spark peer exchange on how destination organizations can better align people, structure, and expectations to achieve stronger performance.