The discussion brought together leading tourism strategists, former global tourism executives, award-winning content creators and digital innovators—each delivering the same sobering conclusion from different angles: traditional, campaign-heavy destination marketing no longer works. Immediacy is the new currency.”THE COLLAPSE OF THE CAMPAIGN MODELFor decades, destination marketing organisations (DMOs) relied on predictable rhythms: seasonal campaigns, high-budget visuals, carefully scripted messaging and long approval chains. Travellers today do not respond to polished slogans—they respond to real people, real stories and real emotion, delivered in real time. FROM TOURISM BOARD TO MEDIA COMPANYOne of the panel’s most powerful insights was the urgent need for DMOs to abandon the “tourism board” mindset and operate like media companies. For Ginelle Bell-Madukwe, an international marketing specialist, the lesson is borrowed from tech culture rather than tourism tradition.