Discover how destinations and organizations are opening fresh revenue streams by blending membership programs, advertising opportunities, and digital tools. This session will demonstrate how to leverage technology in partnership strategies to replace or expand advertising dollars, engage local businesses, and strengthen stakeholder collaboration. You'll learn how destinations are using new tools and partnerships to increase revenue, ways to add advertising to complement existing programs, strategies to connect membership growth and advertising dollars, and creative approaches to open new partnerships with stakeholders.

In today’s challenging environment, where destination organizations face increasing scrutiny over their effectiveness, this session will focus exclusively on the transformative power of the Website Impact Calculator (WIC) as a vital tool for marketing efficiency and advocacy. By harnessing the insights from WIC, destination organizations can demonstrate their significant contributions to local economies and community well-being through compelling, data-driven narratives. We will highlight three impactful case studies to illustrate the effectiveness of the WIC: Grand Rapids TikTok Campaign, Overland Park's Margarita Wars, and Grand Junction's PR Strategy. By the end of this session, attendees will gain actionable insights on using WIC to advocate for their organizations, ensuring that the vital impact of destination organizations is recognized and valued in these critical times. Don’t miss this opportunity to learn how to effectively communicate your destination organization’s success stories through the lens of the Website Impact Calculator.

If your destination is feeling the pressure, from visitor growth to community pushback to climate-related disruptions, this is your sign: it’s time for a shift. Stewardship can no longer be treated as a side project or a once-a-year campaign. It must become the central operating system of your destination organization. Embedded in your strategy, baked into your operations, and championed by every department. In this session, we’ll explore how to make that transformation. You’ll learn how to integrate stewardship into your organization’s core functions: planning, marketing, funding, and measurement. We’ll cover how to establish baseline assessments, build cross-sector stewardship committees, and realign your performance metrics to reflect true community value. You’ll also hear two case studies from 4VI and Visit Durango that show what this looks like in practice. This session is for any tourism leader who is ready to stop bolting stewardship onto the side of their organization and start building it into the foundation.