Most DMOs do not struggle because they lack ideas.
They struggle because they start planning and budgeting without a baseline.
So every cycle becomes opinions, scattered priorities, and low operator participation.
In this AI Tourism Talks episode, I spoke with Karl Llewellyn from Wheresight about a practical way to baseline digital maturity across an operator network, then turn it into a realistic plan.
Watch the replay on YouTube:
https://www.youtube.com/watch?v=27eGy6QZ8d4
1. What a baseline really gives you
A baseline is your starting point.
It helps a destination team answer:
Where are we strong today
Where are we weak or inconsistent
What should we fix first
What does good look like in plain terms
Without this, you do not have a strategy.
You have activity.
2. Participation is not a comms problem
It is a design problem.
Operators participate when:
it is easy
it feels useful
it feels supportive
it produces something they can act on
When it feels like extra admin, they ignore it.
3. Turn the baseline into a simple plan
The baseline is only step one.
Karl outlined a practical way to move forward:
Prioritise a small number of actions
Focus on what can improve in 30 days
Keep the work repeatable
Measure again later to prove progress
Why this matters
Destinations want the same outcome.
Happy travellers.
Strong local spend.
Programs that create results, not noise.
Watch the replay on YouTube:
https://www.youtube.com/watch?v=27eGy6QZ8d4
Why You’re Receiving This
You’re receiving this because you are part of my LinkedIn network. If you prefer not to receive these updates, you can always unsubscribe.
That said, I see this as a great opportunity for all of us to connect, share ideas, and make the most of these exciting changes in tourism.
After all, more minds are better than one! 🙌
Kind regards,
Ivan Ivanovic
https://www.linkedin.com/in/ivan-ivanovic-marketing/
When you’re ready, here are a 3 ways I can help you:
1. Need more travelers, bookings, and leads?
Send me a DM on LinkedIn “AI Tourism”
https://www.linkedin.com/in/ivan-ivanovic-marketing/
2. If you haven’t already, download the FREE guide: 100 AI-Powered Content Prompts to Boost Bookings in 30 Days:
https://ai-tourism-innovator.framer.website/
3. Access my FREE library of Guides and Resources for AI content in travel:
https://generated-clownfish-104.notion.site/10-Proven-AI-Strategies-to-Boost-Your-Travel-Brand-s-Online-Visibility-17cf80a2c2b28066b8ddc29fbc85257b
