Executive Edge is an invitation-only experience built for destination CMOs.
Candid Peer Exchange
This focused, half-day program creates space for candid conversations with peers navigating the same pressures, expectations and opportunities defining the role today.
Lead with Impact
Through curated discussions, expert panels and perspectives from outside the industry, you’ll explore how the destination CMO role is expanding and what it takes to lead with clarity, influence and impact in an increasingly complex environment.
CMO-Focused, Leaders Welcome
While this program is specifically designed for CMOs, destination CEOs and state tourism directors are invited to join, though the content is geared towards CMO-specific priorities.
The Schedule
Program Highlights
All sessions are highly interactive, featuring structured Q&A blocks and candid moderated discussions.
The CEO Perspective: What Destination Leaders Need from Their Teams
As the role of the destination CMO evolves, so do the expectations of destination CEOs. In this candid conversation, CEOs will share where they believe CMOs can create the greatest strategic value, the leadership capabilities most needed today, and the common gaps that can limit effectiveness. This discussion will explore how destination leaders can navigate increasing organizational complexity while positioning themselves as enterprise leaders.
The Invisible Funnel: Proving Marketing Value in a Changing Travel Economy
As AI reshapes discovery and consumer behavior continues to shift, destination leaders face growing pressure to demonstrate marketing impact beyond traditional metrics. This peer discussion will explore how CMOs are redefining success, communicating value to stakeholders, and building confidence in marketing investments amid increasing complexity.
Leading Through Change: An Outside Industry Perspective
An accomplished marketing leader from outside the destination industry will share how their organization is adapting to rapid change, evolving consumer expectations, and emerging technologies. Participants will gain fresh perspectives on leadership, innovation, and navigating disruption.
Reimagining the Destination Marketing Organization
Technology advances, changing stakeholder expectations, and shifting market dynamics are reshaping how destination marketing organizations operate. Through a real-world case study and facilitated discussion, participants will explore how leaders are evolving organizational structures, strengthening agency partnerships, integrating communications functions, and building teams equipped to adapt and thrive.
From CMO to CEO
Former destination CMOs now serving as CEOs will reflect on the leadership shifts required to move from functional expert to enterprise leader. Panelists will share how their perspectives changed, what surprised them most about the transition, and the broader business competencies today's CMOs should cultivate to prepare for future leadership opportunities.
