Marketing & Communications Summit

Join Destinations International leadership for a brief introduction to EXPLORE, the overarching theme guiding all DI events in 2026. More than a creative concept, EXPLORE represents a mindset—one centered on curiosity, growth and shared progress. Attendees will learn the thinking behind the theme, why DI chose it and how it reflects the evolving needs of destination professionals today, setting the stage for a year of learning, connection and impact.

Join Allison Howard, President of Business Operations for Cleveland WNBA and Chief Commercial Officer of Rock Entertainment Group, for an inspiring keynote conversation on human-centered, people-first leadership and the evolving role of sports in community and global engagement. As she leads the launch of the WNBA’s 16th expansion team—tipping off in Cleveland at Rocket Arena in 2028—Howard will share insights on building a brand grounded in purpose and connection. Discover how a “For More than Profit” approach can redefine destination success and how sports can serve as a powerful platform to unite communities, amplify inclusion and capture worldwide attention.

Allison Howard

President of Business Operations for Cleveland WNBA and Chief Commercial Officer of Rock Entertainment Group

Emily Lauer (Moderator)

Vice President of PR & Communications

Destination Cleveland

 

 

Societal issues are increasingly shaping how destinations are perceived and selected. This session highlights key findings from Destinations International’s Destination Reputation research and explores what they mean for marketing and communications leaders responsible for building trust, shaping narrative and protecting brand reputation.

Andreas Weissenborn

VP of Research & Advocacy

Destinations International

 

 

 

 

A compelling story can inspire, evoke emotion and build connection in ways that statistics alone cannot. But not all stories stick. The most powerful stories are simple, attention-grabbing, emotionally resonant and make people care. Cities like Chicago and Washington, D.C. have shown how stories can unite communities even in challenging times. When the National Guard was deployed, Chicago launched the “All for the Love of Chicago” campaign, inviting residents and visitors to share photos, videos, and personal stories about what they love most about the city. This session explores how you too can harness the stories of your key stakeholders to foster civic pride, strengthen engagement and effectively market your destination.

Wahn Yoon, co-founder of unique consultancy L'Institut, will present findings from a fascinating futurism project where his company used their renowned proprietary technique, the Structural Mapping Process (SMP) to reveal the key emotional drivers for travelers in the next decade. What emotional benefits will a new era of travelers be looking for when it comes to choosing where and how they travel? What should travel destinations be prepared to offer in the future and why? Themes such as "inclusive travel" and "24-hour mystique" are among the themes they discovered, and these findings form an essential blueprint for destinations as they prepare for the future.

Hosted by Cleveland – local Soul Yoga, an inclusive and welcoming studio, this all-levels flow class builds gentle heat through mindful movement, followed by an extended floor-based stretch series to restore and rejuvenate the body. The experience concludes with a 5–10 minute soundbath, offering deep relaxation and calm for the mind and nervous system.

The DMO world is evolving, but are we keeping up? Marketing leaders are being asked to do far more than drive visitation. Today’s CMOs and CEOs are expected to speak to elected officials, collaborate with community partners, defend funding and prove value in ways that go well beyond hotel stays.

At the same time, many destinations are still relying on outdated strategies and hollow metrics that do not reflect impact or inspire trust. Consumer behavior is shifting rapidly, technology is moving faster than many organizations can keep up with, and internal alignment often falls behind the pace of change.

In this live session, Stuart Butler and Adam Stoker bring their Destination Discourse podcast format to the stage for a candid and highly interactive conversation about the most important issues facing DMOs right now. We will explore inflated KPIs, the shift from awareness to attention and whether we are truly doing the work required to earn ongoing relevance, funding and community support. The conversation will be guided by live audience polling and input.

Attendees will not only hear bold perspectives but also help shape the direction of the discussion.

Key Takeaways & Learning Objectives:

• Understand how DMO roles are shifting to include deeper collaboration with stakeholders, political leaders and community organizations
• Examine the risks of relying on vanity metrics and consider what stronger accountability could look like
• Explore how changes in consumer behavior and technology demand faster and more adaptive strategies
• Reflect on what it takes to build trust, demonstrate value and protect funding in today’s environment
• Engage in real-time discussion with peers to uncover blind spots and share practical ideas

Hear from destination organization communications leaders who have experienced a crisis – from natural disaster to violent acts and civil disturbances – to hear how they supported their organization and community through communications and engagement. Get tips on what you need to do now to be prepared, elements of a crisis situation that will surprise you and the sometimes-conflicting needs of stakeholders and how to address them.

Today, destination marketing plays an essential role in the future of the communities we serve. We know this: demand generation, brand support, Halo Effect etc. Yet, the attacks on our budgets have increased to historic highs. How do we manage this new tension to maintain our valuable impact? The rise of advocacy actions and destination stewardship are the response to this growing reality and will require our best marketing minds to craft the messaging and campaigns locally. Learn the mindsets, frameworks and top case studies of how we will protect our marketing budgets and organizational relevancy into the future.