An Interview with Marketing Professionals Task Force Co-Chairs, Ashley White and Vimal Vyas, CDME

Hear from Ashley White, The Woodlands Convention & Visitors Bureau, and Vimal Vyas, CDME Greater Raleigh Convention & Visitors Bureau, on their experiences with co-chairing the task force.

1. What inspired you to join the Marketing Professionals Task Force and step into the role of co-chair?

Ashley: The simple answer is – I was asked and I said yes. Throughout my career I’ve learned that saying yes always reaps rewards. Whether it’s the relationships I’ve developed or the knowledge I’ve gained along the way, every time I’ve volunteered has been worth it. The bonus: stepping into the role of co-chair has allowed me to become more engaged with Destinations International and make an impact in this industry that’s been my home for nearly 20 years.  

Vimal: I had prior experience co-chairing Destinations International’s Business Operations Task Force, which gave me valuable insights into the industry needs for marketing technology, trends and challenges, which naturally aligned with my current role as VP of Data, Security and Digital Innovation at Visit Raleigh. When the Task Force liaison invited me to co-chair the Destinations International Marketing Professionals Task Force, I was delighted for this perfect opportunity to further contribute to Destinations International’s strategic priorities, emphasizing Technology & Digital Marketing. I was particularly drawn to the marketing technology trends outlined in the latest version of the DestinationNEXT Futures Study report, including the rise of AI, data-driven marketing and digital transformation, all of which are reshaping how DMOs operate technology innovation internally and externally. I’m excited to be part of a Task Force building a framework for a Marketing Professionals Committee to guide DMOs through their digital transformation journeys via technology. Additionally, this role has allowed me to grow as a leader, expanding my ability to understand industry marketing challenges while staying ahead of marketing technological trends. 

2. What advice would you give to someone considering joining the Task Force? 

Ashley: Get involved! It can be easy to put something off because we all have many tasks on our list, but I have found this group to be invaluable. I’ve come to know people from throughout the United States who share the same passion I do – passion for their communities and for making a difference. I love that we can rely on one another to share strategies and offer insight on challenges we all face every day. Register for the 2025 Marketing Task Force here.  

Vimal: If you're considering joining the Destinations International Marketing Professionals Task Force, your industry experience and perspective are valuable. Based on my experience, a collaboration hub for industry peers and partners, where a variety of ideas and insights come together to drive innovation in destination marketing. You'll work alongside skilled professionals who share your passion for strategic destination growth and innovation.  

But most importantly, the outcomes are tangible. As a Task Force member, you'll contribute to actual industry advancements—whether through developing new strategic resources, influencing marketing best practices across DMOs via blogs (published on the Destinations International website), or providing impactful content and speaker recommendations for the upcoming Marketing and Communications Summit in Austin.

Pave the path, turn on your camera, don’t be afraid to unmute and share ideas no matter what your role is your voice is heard, volunteer to lead a subcommittee or contributing best practices. The environment is inclusive, enabling you to discuss new ideas and challenges facing the industry. 

3. What is something you’ve learned during your time on the Task Force that you didn’t know before? 

Ashley: I never realized how many resources are available on DI’s website. I knew of some things – like advocacy resources - but there are so many great tools DMOs can use including job descriptions, RFP templates, a speaker directory and more. If you haven’t taken the time to explore DI’s Online Community, I highly recommend you do so.

Vimal: During my time on the Task Force, I have enjoyed and learned that effective leadership requires a strategic and collaborative approach. While guiding discussions and initiatives is essential, I've truly valued the insights shared by industry peers and Destinations International partners. Leadership is about fostering an environment where diverse ideas thrive, allowing us to learn from each other's experiences and best practices, which has deepened my appreciation for Destinations International volunteer opportunities and our collective intelligence and creativity. I also appreciate the dedication each Task Force member contributes, meeting weekly to monthly, depending on the goals.

Digging Deeper with Ashley

1. What is one accomplishment from this year that you are particularly proud of, and what are you most excited about as you begin your second year as co-chair?

I’m most proud of the fact that DI is considering transitioning the Marketing Task Force to a Marketing Committee. For those unaware, a Task Force is usually put into place to last only a year or two while working towards accomplishing a specific objective. A Committee would be ongoing and continues to make an impact year-over-year. Being transitioned from a Task Force to a Committee is a testament to the incredible work our group has done this year and I’m grateful DI sees the value we bring to the organization and its membership.

2. How can a new member of the Task Force make a meaningful impact? What are the benefits of contributing, and do you have any suggestions for getting involved? 

Members can make an impact in many ways and you really don’t need to overthink it. You can do simple things like submitting content for the resource library. Examples of content we’re looking for include: annual business plans or marketing plans, writer or content creator contracts, job descriptions, RFP templates and more. Other ways to get involved include helping provide speaker suggestions for MarCom Summit, or offering insight on your experience in a particular topic. For example, one of our Task Force members was looking for insight on the best outdoor camera equipment to use for live streaming purposes and several members of the Task Force had great recommendations. Just being willing to participate, ask questions and collaborate is a great way to get involved. 

3. Could you highlight some key accomplishments the Task Force has achieved this year? 

The Marketing Task Force is organized into subcommittees covering the following areas: 1) MarCom Summit Planning, 2) Marketing Content Development and 3) Resource Library Development. This year, the MarCom Summit Planning subcommittee has put together an incredible conference line up for 2025 MarCom Summit, which takes place in Austin, Texas. Be sure to register if you haven’t already. The Content Development subcommittee has published more than a dozen blogs on DI’s website with topics ranging from AI and GA4, to B2B Marketing and making an impact with a small marketing budget. Finally, the Resource Library Development subcommittee has uploaded nearly 50 resources to the Marketing Resource Library. On behalf of the Marketing Task Force, I hope you’ll take the time to explore all of these great resources and be sure to submit your own ideas as well! 

More from Vimal

1. What is one accomplishment from this year that you are particularly proud of?

I am particularly proud of the Marketing Professionals Task Force's collaborative spirit with accomplishments. As co-chair this year, I’ve had the privilege of leading a group that has produced a significant volume of industry resources, content and speaker recommendations, aligning with Destinations International’s strategic priorities, the DestinationNEXT Futures Study.

What makes this achievement especially meaningful is that the Task Force has exceeded expectations and is now well on its way to becoming a formal committee. We’ve successfully formalized subcommittees, set clear goals and made substantial progress in advancing industry with best practices. I’m proud of the dedication of our members and partners from 2023 through 2025. I genuinely believe this Task Force is positioned for continued success and to make a lasting impact on the DMO community.

2. Could you provide more insight into the structure of the Marketing Professionals Task Force?

The Marketing Professionals Task Force is formed to advance member collaboration, innovation and best practices for the travel and tourism industry. It’s led by two co-chairs, Ashley White, Director of Marketing, with Visit The Woodlands, Texas and myself. We work closely with a Destinations International staff liaison, Ophélie Le Livec, Content Marketing Manager, to guide the group’s goals, manage timelines and topics of discussion and ensure alignment with Destinations International's strategic priorities.

The Task Force comprises members from various Destinations International partners and destination organizations members, encompassing a spectrum of DMO sizes, geographic areas and marketing skills. This volunteer diversity guarantees that the Task Force tackles various issues encountered by DMOs in diverse markets and with different levels of expertise.

Throughout a year of involvement in the Task Force, regular meetings cover crucial marketing topics like strategic planning, AI policies, content and video strategies, industry challenges and digital transformation. The focus is on collaboration with members exchanging best practices and crafting strategies for the DMO industry. 

Three key subcommittees are driving Destinations International's Marketing Task Force. The Marketing Resource Library Subcommittee, led by Ashley White, is creating a Marketing Resources page on the DI site, focusing on contracts, plans and toolkits. Jennifer Walker, CMO, Visit Dallas and Vimal Vyas head the MarCom Planning Summit Subcommittee, providing content and speaker suggestions for the 2025 MarCom Summit in February in Austin. Jamie Claudio, Senior Vice President of Marketing & Destination Strategy for Clicktripz and Kyle Huff, Director of Growth Marketing at Tempest, lead the Marketing Content Development Subcommittee, managing bimonthly blog posts, with 18 published blogs and more in progress. 

3. What are your key takeaways from being involved with the Task Force?

One of the key takeaways from our discussions is the critical role technology plays at all level within DMOs. The Task Force emphasized the importance of aligning with Destinations International’s strategic priorities, for example, digital transformation, as outlined in the DestinationNEXT Futures Study trends. This offers a clear path for where the industry is headed.

Destinations International's online community has been valuable for sharing resources, member collaboration, and Task Force knowledge. From tackling challenges like AI tools, marketing KPIs and video content, this collaboration benefits DMOs of all sizes. Numerous discussion groups are available for instant participation, allowing Destinations International members to share, learn, and implement industry expertise.

Co-chairing the Marketing Task Force has been an enriching experience. It has enhanced my leadership, decision-making and project management abilities while translating discussions into practical initiatives, such as best practices in AI-driven marketing strategies, AI policy and collaboration for planning content and speakers for the MarCom summit.

On a personal level, this experience has been fulfilling, aligning with my passion for leveraging marketing technology to drive meaningful outcomes. Collaborating with expert industry marketing leaders to shape the future of destination marketing and supporting DMOs in adopting innovative best practices has been both impactful and rewarding. 

In Conclusion...

We encourage all our DI members and partners who want to be more involved in our industry, make and impact, create valuable resources and engage with others to apply. Your voice matters, and together, we can shape the future of our industry. Learn more here about our committees and task forces. Want to join the Marketing Professionals Task Force? Apply here by October 31!

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