Schedule

In a world overflowing with AI generated information, trusted storytelling has never mattered more. Join us for an inspiring, hands on session with Smithsonian—America’s storyteller—to uncover how authoritative content can elevate your digital campaigns and spark deeper audience engagement.Whether you’re navigating tight budgets or striving to stand out in a crowded landscape, you’ll leave with actionable strategies, fresh ideas, and Smithsonian backed insights to strengthen your brand’s narrative.Following the success of our 250 Places to Celebrate America partnership, we’re offering an exclusive preview of Smithsonian’s new initiative for 2027—Hidden Natural Wonders, and concrete guidance on how to use this idea to amplify your destination’s visibility and impact.

As resident sentiment, public scrutiny and political pressure continue to grow, destination organizations can no longer afford to engage communities only during moments of controversy or crisis. Building long-term trust now requires intentional storytelling, stronger local relationships and a clearer connection between tourism and community value.This peer-to-peer roundtable will explore how destination leaders are building resident support over time through local media engagement, civic pride initiatives, internal communications and community-centered strategies — before they need public buy-in most.

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 From outdated reporting habits and overused marketing tactics to channels losing effectiveness and investments that no longer differentiate destinations, attendees will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.

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.