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.

See how leading destination organizations are using rich attribution data to pinpoint the website content and brand campaigns that actually drive real-world visitation—plus, how it comes to life in Symphony. We’ll unpack practical case studies from Visit Overland Park and Experience Scottsdale to show how these insights shape strategy, investment, and stakeholder storytelling. Plus, get a first look at new Symphony platform UX updates that make it even easier to explore and act on this intelligence.

Today’s traveler is more dynamic than ever. Beyond online bookings and clicks, the real challenge for destination leaders and marketers is proving marketing’s true contribution to the visitor economy—measuring impact on both on-property and in-destination spend. Join Azira for an exclusive thought-leadership webinar that explores how high-quality, privacy-safe location intelligence can reshape the way you understand and engage travelers Attend to learn how to: Visualize the Complete Visitor Journey: Go beyond website analytics to see the real-world path of your ideal visitor—from their home city to the attractions, dining districts, and hotels they choose. Win with Conquesting: Identify high-value visitor audiences your competitors are missing, both domestically and internationally. Measure True Marketing Impact: Move past online metrics to prove ROI, attribute incremental visitation, and demonstrate your marketing’s contribution to the wider visitor economy. Gain a Competitive Edge: Learn from global case studies that showcase how destinations and brands are turning location insights into their most actionable and measurable asset.

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.

This webinar will help decode the visitor journey for travel and entertainment brands to attract the right visitors, increase ROI, and ensure measurable campaign impact, with deep visitor intelligence and next-gen visibility. Data tells you where your visitors went and intelligence tells you why. Join us and learn how the future of data platforms will fuse full coverage and interconnected movement, spend, lodging, and behavior inputs into one intelligence layer — science-backed, modeled, and ready for action.

Join us for an insightful webinar discussion designed to provide a refresh to valuable resources offered to Destinations International members: the Compensation and Benefits Reporting Platform, the Destination Organization Performance Reporting Platform, and the Social Impact Assessment Tool. We will also provide details on the redesign of these platforms launching in 2026. Available at no cost to destination organization members in good standing, these tools are tailored to help you measure performance, foster progress, and drive meaningful impact within your organization. This session is ideal for leaders and team members looking to optimize organizational operations, track success metrics, and embed social impact in their strategies. As many of you have recently concluded your most recent fiscal year, now is the perfect time to explore how ongoing engagement with these tools helps your organization stay current, competitive, and aligned with industry best practices.

Join us for the release of the 2025 DestinationNEXT Futures Study, which explores the trends, forces, and signals shaping the future of destination organizations. In this session, you'll get an inside look at the most recent findings and discover what they mean for your strategy, your stakeholders, and your community. We'll unpack emerging (and ongoing) geopolitical factors, trends and strategies destination organizations need to consider, and shifting expectations, all grounded in original research and expert foresight. Whether you're planning your next strategic plan or simply trying to keep up with the pace of change, this session will help you make sense of what's coming and how to lead through it.

"Uncertainty": the most-used word of 2025 thus far. In times of uncertainty, data shines brightest. How are you leveraging yours? Join the Tourism Economics team for a valuable session on how destinations big and small can harmonize their data with the Symphony Intelligence Platform to tell impactful stories that matter to all stakeholders. Win over boards, educate local leaders, and build trust within your community. Walk away from this session with tangible ideas for solidifying your DMO as a north star of intelligence—and a worthwhile partner for future development.

Tourism marketers often focus on bookings, but what if that’s the wrong goal? This session will explore what tourism can learn from the automotive world. Using the auto industry’s tier 1–2–3 model as a lens (manufacturer–region–dealer), we’ll examine the parallels to state tourism offices, destinations, and finally hotels, and discuss why measuring intent isn’t enough. This webinar will also cover how OTAs impact margins, why loyalty and retention matter more than ever, and how DMOs can shift their role, from chasing conversions to driving real demand and letting stakeholders close the deal. You'll leave with fresh thinking on how to measure the unmodeled value of your efforts and create strategies that lift your entire destination, not just room nights.

Destination organizations must focus on key metrics and real-time data measurement when monitoring their campaign performances. This enables them to improve marketing efforts and create impactful strategies that resonate with their targeted audience and maximize their reach. Equally important is understanding the true economic impact of these destination marketing initiatives, which is crucial for evolving strategies and driving advocacy. Join us as we explore the marketing approaches and strategies that several destination organizations have implemented to confidently navigate the ever-evolving landscape. We will delve into the winning strategies, measurement tools, and metrics used in these campaigns, highlighting success from both US and international destination organizations.