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TL;DR: Destination leaders are navigating a shift, from promoting travel to managing reputation, trust, and economic impact in an increasingly divided, AI-driven landscape. Success depends on reassuring today’s traveler, operationalizing data for advocacy, protecting and shaping destination reputation, balancing AI efficiency with authentic human connection, and stewarding community identity with intention.
The TTRA Marketing Outlook Forum and the recent Destinations International MarCom Summit both outlined a clear shift in the travel & tourism industry. The role of the DMO leader is expanding from promoter-in-chief into a destination’s primary reputation steward AND economic navigator.
And workforce dynamics, personal well-being, and organizational culture don’t exist in a vacuum. They’re deeply influenced by external trends. Leadership needs to lead within the reality of the industry.
The theme of this year’s D.I. CEO Summit centers on the complexities of modern leadership in the context of “K-shaped” economic recoveries, AI-driven disruption, and shifting community expectations. And the conversations shared at this event can shape the next few years of operational resilience in our industry. So, let’s make them count.
Here are five conversation starters to bring to the roundtables in Newport Beach this week.
1.) How are we pivoting from ‘inspiration’ to ‘reassurance’ in a K-shaped economy?
As I noted after the TTRA Marketing Outlook Forum, the “average traveler” is an endangered, if not entirely extinct species. We are seeing a divide: affluent travelers are absorbing rising costs, while others are becoming more deliberate and cautious.
The conversation: It’s no longer enough to just inspire someone to visit with a beautiful sunset photo. In 2026, travelers need reassurance. How are you leading your organization to provide the clarity, price transparency, and “why” that converts a hesitant dreamer into a confident visitor? Are we adjusting our messaging to meet different spending groups where they actually are?
2.) Is our data infrastructure a ‘bonus’ or a core pillar of our advocacy?
At the MarCom Summit, the consensus was clear: AI is only as powerful as the data behind it. But for a CEO, data is part marketing optimization AND institutional survival.
The conversation: Quality data partnerships (like those with airlines and credit card processors) are now essential infrastructure. How are you using “near real-time” spending data to prove your destination’s value to skeptical stakeholders? If advocacy is “everyone’s job,” are we equipping our teams with the data-driven stories they need to protect our funding and our “right to lead” in the community?
3.) How are we managing “reputation as the product?”
We’ve entered an era where a destination’s reputation is shaped more by headlines, social climate, and resident sentiment than by any paid media plan. And as Andreas Weissenborn, VP of Research & Advocacy, Destinations International, recently reminded us, safety now includes a sense of emotional belonging.
The conversation: When a disruption happens (e.g., political unrest or maybe a viral local celebrity) how quickly can your organization move? Are we building the discipline of disruption into our leadership teams so we can protect our brand’s trust when the narrative shifts unexpectedly?
4.) In the age of AI, how do we scale human connection?
We’re all experimenting with AI to drive efficiencies. But as content becomes more automated, real human storytelling becomes something of a commodity.
The conversation: How are we ensuring that our destinations don’t become digitally hollow? Are we investing enough in real resident voices and cultural truth? Let’s talk about how we can use technology to speed up the logistics of travel while using human-centered storytelling to slow people down and foster genuine connection.
Unchained CEO Todd Brook will address this question in his CEO Summit session on AI and leadership in destination marketing, Leading What Comes Next. While much of the industry is focused on what AI can produce, Todd reframes the conversation around what it requires from leaders (e.g., where to lean into automation, where to protect the human element, and how to guide teams through change without losing trust or culture). This is a clear, grounded perspective on how to scale connection in an AI-driven world while maintaining credibility.
5.) Are we shifting from management to stewardship of our community’s identity?
The modern DMO mandate has expanded. We are now responsible for coordinating ecosystem impact—ensuring that tourism lift spreads evenly and aligns with resident quality of life.
The conversation: How are we balancing the need for high-spending visitors with the responsibility of maintaining an accessible, welcoming destination for all? Are we treating our residents as partners in our brand, or just as a “sentiment” to be managed?
Embrace the safe space
The CEO Summit is a unique gathering where we can drop the “everything is great” facade and talk about the real demands of leadership. As we hear from experts like Deepak Malhotra on high-stakes negotiation, don’t forget that the most important negotiations take place every day with our communities, our boards, and our travelers.
I’m looking forward to listening and diving into these topics at the roundtables. I hope to see you in Newport Beach!
If you have any questions, let’s talk.
