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 will take place Monday, August 24 1:30 pm – 6:00 pm
The CEO Perspective: What Destination Leaders Need from Their Teams (CEO Panel and Q&A)
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. The discussion, moderated by Ellen Davis of U.S. Travel, 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 (Moderated Peer Discussion)
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.
From Cultural Shift to Community Movement: What Destination CMOs Can Learn from the Rise of Women's Sports
Women's sports has become one of the fastest-growing cultural movements in the country. In this Executive Edge conversation, destination CMOs will hear how one entrepreneur identified an emerging trend, built an engaged community, and helped position Philadelphia at the center of a national movement. Attendees will gain practical insights into identifying cultural shifts early, building authentic partnerships, engaging new audiences, and translating momentum into destination growth.
Playing Offense: Building Trust, Securing Investment & Sustaining Momentum
Today's destination CMOs play a critical role in helping their organizations secure long-term investment. Join fellow marketing leaders for a candid conversation on building trust with CEOs, boards, elected officials, and community partners; communicating the value of destination marketing; and supporting the advocacy efforts that lead to sustainable funding. Panelists will share lessons learned from building stakeholder alignment, navigating competing priorities, and maintaining momentum long after major funding wins.
From CMO to CEO (Panel + Q&A)
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.
