83: What Is the Real Purpose of a DMO? (LIVE from DI MarCom 2026)

In this episode of Destination Discourse, Stuart Butler and Adam Stoker share a live session recorded at Destinations International’s MarCom Summit, where they challenge the industry to rethink the role, purpose, and value of destination marketing organizations.The live conversation focuses on a first-principles question every DMO should be asking: Why do we exist? From there, Stuart and Adam explore who the DMO’s primary audience really is, how destination organizations should define success, and why the industry needs more honest debate about its future.Before the live session, Stuart and Adam set the tone by talking about the need for more respectful disagreement in destination marketing. They discuss the “tyranny of politeness,” the danger of avoiding hard conversations, and why real discourse is necessary if DMOs want to remain relevant in a rapidly changing travel landscape.While part of the original live recording was lost due to a technical issue, the remaining session captures a timely and important discussion about the future of DMOs and the need to move beyond inherited assumptions.Key TakeawaysDMOs need to define their role from first principles, not legacy habits.The industry must be willing to debate difficult questions respectfully.The primary audience and purpose of a DMO are not always as obvious as they seem.Avoiding disagreement can prevent boards, teams, and destinations from making better decisions.The future of destination marketing will require more clarity, courage, and relevance.