Q&A with VP of Destination Services Greg Evans: reflecting on Simpleview’s journey & what comes next

Simpleview (and much of its tenured staff) has seen the travel and tourism industry evolve in countless ways; we’ve been around the block — from the early days of building tools side‑by‑side with DMOs to the coming era of artificial intelligence (AI)-driven strategy. 

As the company celebrates 25 years of partnering with destinations around the world, we sat down for a conversation with Greg Evans, vice president of destination services, to explore where we’ve been, how far we’ve come, and what he says the future holds for destination marketing organizations (DMOs).  

Greg Evans (circa 2013)
Vice President of Destination Services

Q: What is something about Simpleview’s journey that most people don’t about?

One thing many people may not realize is just how deeply our trajectory has been shaped by the destinations we serve. From the very beginning, our products and features came directly from conversations with DMOs about the challenges they were facing and the tools they needed to do their jobs better. 

That close collaboration has guided the evolution of the Simpleview platform for 25 years. It isn’t just technology created for destinations; it’s technology created with them. 

Q: How has the destination marketing landscape changed in the last 25 years? 

Perhaps the biggest transformation has been the shift from basic websites and simple databases to fully connected digital ecosystems. Today’s destinations rely on integrated platforms, centralized data, and automation to make smarter decisions and deliver exceptional visitor experiences. 

What once existed as individual tools has evolved into a strategic, integrated tech stack that supports the entire destination organization. 

Q: What’s something we’re doing today that you think the founders would be surprised or proud to see? 

Because we’re still closely connected to the founders, we know they’re incredibly proud that the core ethos of the company remains unchanged. Since day one, our mission has been to empower DMOs to do their jobs better through the products and services we build. 

What has changed is the scale and sophistication of how we do that. What began as tools to help destinations manage websites and their industry partners has grown into a comprehensive platform supporting marketing, sales, data, analytics, community engagement, and more. 

The mission is the same — but the impact has grown exponentially. 

Q: What’s one thing from your time at Simpleview that will always make you smile?

What always brings a smile is the spirit of collaboration that defines this industry. Early on, I expected destinations to operate like competitors — but quickly learned they behave more like “frenemies.” 

At conferences, user groups, and workshops, DMOs openly shared ideas, strategies, and even their failures so others could learn. One destination would stand up and explain what didn’t work, and another would share a different approach. That sense of community is rare — and it’s one of the things that makes our industry special. 
 

Q: If you could describe Simpleview in three words, what would they be? 

Trusted. Innovative. Customer‑Focused.
 

Q: What emerging trends will shape the future of DMOs and the travel industry?

One major trend is the evolution from traditional destination marketing organizations to true destination management organizations. It’s no longer just about attracting visitors — it’s about balancing tourism growth with resident needs, economic development, and sustainability. 

This requires better data, more intelligent insights, and stronger cross‑community collaboration. 

Another major shift is the rise of AI and advanced analytics. DMOs will have deeper insights into visitor behavior, demand patterns, and economic impact than ever before. The destinations that thrive will be the ones using this data to personalize experiences, optimize marketing, and guide smarter strategic decisions. 

Finally, digital ecosystems must become more connected. DMOs are looking for fewer disconnected tools and more unified platforms that support their entire organization. 

Q: If you had to make one bold prediction about the industry’s future, what would it be?

DMOs will evolve into true destination strategy leaders. 

Historically, DMOs focused on attracting visitors. In the future, they will guide the balancing act between tourism growth, resident quality of life, and economic development. DMOs sit at the center of visitor data, local partnerships, and community stakeholders — so they are perfectly positioned to lead this evolution. 
 

Q: What’s the next major technological shift that DMOs aren’t preparing for yet?

AI will dramatically change how travelers discover and plan trips. It will be less about publishing content and more about structuring and distributing destination data in a way AI systems can understand and surface. 

Destinations that invest today in clean data, structured content, and connected platforms will be far better positioned as this shift accelerates. 
 

Q: What excites you most about the next generation of DMO professionals?

This new generation brings a digital‑first, analytics‑driven mindset — exactly what the industry needs as it grows more complex. 

They also come from increasingly diverse professional backgrounds, including major B2C and B2B brands. This brings new thinking, stronger strategy, and a culture of accountability and measurable outcomes. It’s helping DMOs operate more like modern businesses and less like traditional government agencies. 
 

Q: Where are Simpleview’s biggest opportunities for innovation in the next 5–10 years?

First, unlocking the full value of destination data. DMOs collect enormous amounts of information across websites, customer relationship management systems, partner networks, events, and more. Bringing that data together will give destinations clearer insights and allow for faster, smarter decision‑making. 

Second, AI and automation will open opportunities to improve efficiency, personalize experiences, and support partners in new ways. The real challenge and opportunity is making these tools accessible and practical for destinations of all sizes. 

Finally, DMOs want more connected platforms. Reducing complexity and creating technology that works seamlessly across the entire organization will continue to be a major area of innovation. 
 

Q: Where do you see Simpleview/Granicus Destinations in another 25 years?

In 2051, we hope to still be doing what we’ve always done: helping destinations operate smarter and serve their communities better. 

Technology will change — just as it has over the last 25 years — but our focus will remain on empowering DMOs and solving real industry challenges. If we continue to be a trusted partner and a source of meaningful impact, then we’ll be exactly where we want to be.