The traditional playbook for destination marketing is no longer effective, leaving many destination marketing organisations (DMOs) facing an existential crisis as they struggle to capture the attention of the modern traveller. This was the central conclusion of the latest MazterCast panel discussion, “Destinations’ Attention Deficit: Why Most Destination Marketing is Dead (and what to do about it),” hosted by Johnson JohnRose, the founder and CEO of Mazterpiece Communication. The Media Company MindsetThe panel highlighted that the most successful destinations are those moving away from “tourism board” mentalities to operate like media houses. Denella Ri’chard (Executive Producer, Traveling With Denella Ri’chard): Ri’chard argued that long-form storytelling provides years of evergreen value. By leveraging the “media company mindset,” destinations can combat over-tourism through hidden gems and differentiate themselves in an increasingly crowded digital landscape.