The Future Study

We are at an interesting intersection. 

I've recently talked with a number of veteran DMO CEOs who say, with a degree of regret, that we have lived the golden age of Destination Marketing. On the other hand, we heard that these are the best of times and worst of times from the stage no less than three times at Destination International's Annual Convention in Chicago. And then, during her presentation of the 2025 Future Study, Cassandra McCauley proclaimed that this is our moment. 

And, I think all three are true.

For the veterans, it has been an insanely gratifying run. We have done good work. We have lifted our destinations and enhanced our economies and quality of life in our communities. And now, the politics of our age conspire to undermine the work that we have done. There was rarely as big of a target on our back as there is today. But then again, we weren't in the public eye. We did our work behind a curtain.

For those saying it's the best of times and worst of times, true that. Many DMOs have become recognized as community builders and vital to the quality of life of residents. We have gone so far beyond simply marketing our destinations to being an integral force in community development. That said, there are those in our communities who don't understand that role and attempt to denigrate our work as superfluous. And those voices can often influence elected leaders to challenge the investment of public funds into the work we do.

And then, there is Cassandra's exhortation that this is our moment. And it is.

And that's why I find the 2025 Future Study to be so compelling. Unlike previous iterations, this document boldly points a path forward. Beyond confirming what most of us already knew, this Future Study breaks new ground.

In this next iteration of the study, there are 8 primary forces that have been identified as shaping our industry. And three of them are eminently profound: Securing investment into our Organizations, Meeting Expanding Expectations and Developing a Future-Ready Workforce. And, what I admire so much about this iteration of the Future Study is that it actually suggests pathways forward.

If you haven’t spent time with the report, do so…pronto. If you’re not much into reading, we’ll have Study author Cassandra McAuley on the DMOU podcast in the next couple weeks.

But, honestly…if you are a Destination Leadership Professional, you need to spend time with this document.

Til Next Time,

Bill