As AI transforms how travelers discover destinations, some are starting to ask a dangerous question: Do destination websites still matter? Yes, more than ever. Because while AI may increasingly become the interface, your website is still the source. It is the content engine, credibility layer, and conversion path behind the visitor journey.

Destination stewardship is only as strong as the alignment behind it. This webinar is for destination leaders ready to close the gap and start building a shared understanding to unlock collective action. In this session, we’ll explore why shared stewardship vocabulary is a strategic necessity, how global frameworks can accommodate local nuance and what destination organizations are doing to get aligned and move forward.

After generating strong engagement at the MarCom Summit, this highly requested session is now available to the broader Destinations International community as an in-depth webinar. Join the Discover Puerto Rico team for a behind-the-scenes look at how they transformed the global buzz surrounding Bad Bunny’s residency into measurable destination impact.