Stop Doing This: What Destination Marketers Should Leave Behind in 2027

Destination marketing is evolving rapidly — but many organizations are still investing time, budget and energy into tactics, channels and reporting practices that no longer drive meaningful value. As traveler behavior, technology and stakeholder expectations continue to shift, destination leaders are being forced to make harder decisions about where to focus, what to prioritize and what to leave behind.This peer-to-peer roundtable will bring destination leaders together for a candid discussion on the strategies, metrics and legacy practices that may no longer serve the industry. From outdated reporting habits and overused marketing tactics to channels losing effectiveness and investments that no longer differentiate destinations, attendees will openly discuss what they are rethinking, reducing or walking away from entirely.