This episode is part two of our special three-part series inspired by the Executive Insights Symposium — a gathering of some of the brightest minds in destination marketing and management. In part one, we unpacked the urgent need for AI governance with Brand USA’s Janette Roush. Catch up here.
Tourism can no longer be measured by heads in beds or arrivals alone. Destination marketing organizations (DMOs) must become conveners, collaborators, and co-creators that align with residents, local businesses, civic leaders, and underrepresented voices to develop community-centric, sustainable strategies.
As DMOs face mounting pressures — the need for visionary, values-driven leadership has never been greater.
This episode of the Future of Tourism podcast features Adam Burke, president and CEO of Los Angeles Tourism and a passionate advocate for rethinking the DMO’s role as a force in placemaking.
During his stirring keynote at the Executive Insights Symposium, Burke challenged our industry to redefine leadership through the lens of engagement, equity, and community alignment.
Today, he joins us to continue our exploration into the evolving role of leadership and alignment in the destinations of tomorrow.
From navigating deeper civic and citizen relationships to embedding the UN Sustainable Development Goals — Burke has laid out a framework for what it means to lead with purpose in an era of complexity and change.
The future of tourism isn’t just about where we’re going ... it’s about how we lead the way.
Let’s dig in.
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