The 2025 Destinations International Annual Conference earlier this month drew a record-setting 2,030 attendees representing tourism bureaus and DMOs from the U.S. and around the globe to Chicago’s McCormick Place for three days of connection and collaboration, July 9-11.
Eye-opening sessions at Destinations International (DI) offered insight into the future of the industry, with topics ranging from sports and cultural tourism to issues involving destination reputation. Among the many compelling programs was AI at the Tipping Point: What the Best Leaders Need to Know hosted by Todd Brook, Co-Founder and Managing Director of Unchained, who shared a variety of tips for implementing AI. Among the most valuable insights was a strong confirmation that different AI tools excel in unique ways based on their development and training.
Every destination or business needs to choose the right tool to accomplish specific goals, Brook said. He also predicted that in the next six months, the conversation about “agentics” or “agentic AI” will take center stage.
AI is Great, But…
However, Brook had some caveats, telling the audience not to be “lazy.”
“It’s absolutely critical that you’re fact-checking,” he said, reassuring those who fear that artificial intelligence is coming for their jobs. “If you’re a writer, you’ll still be writing and if you’re an analyst, you’ll still be analyzing… this isn’t a replacement. We are just going to be expected to perform at a higher-level function at work.”
Because these functions are incredibly time-saving, Brook said those using them are simply going to outperform those who don’t. ChatGPT and other tools requiring prompts, he said, “have read every book ever published, every newspaper published and every website not firewalled.”
And here comes another caveat: “AI is shockingly accurate if you limit what it does. If not, it’s going to get creative and you get ‘hallucinations,’” Brook said, referring what are known as AI hallucinations, or false and misleading information presented as fact.
To avoid that nightmare scenario, Brook says a good prompt “should have at least 200 words.” Bottom line: stay aware, fact check and don’t assume something a poorly-prompted AI tool might.
“There are 1,700 new tools hitting the market every day,” he said. “CEOs are saying they’re going to lay people off, and I’m against that.” In fact, Brook predicted a “huge worker shortage” by 2028.
Game-Changing Resources From DI
At the 2025 Annual Convention, Destinations International released powerful tools helping destination organizations navigate industry changes. Following are some:
2025 DNEXT Futures Study
The 2025 DNEXT Futures Study arrives at a moment of profound transition for the global visitor economy. Drawing on insights from a global advisory council, five targeted industry panels and a worldwide survey, the study identifies eight critical forces and top 25 strategies shaping the future of destination organizations.
Key Findings:
- 42% report funding is at risk within three years.
- 84% are actively involved in destination development.
- Generative AI is transforming marketing, requiring authenticity and personalization.
- KPIs now prioritize resident sentiment, sustainability and community benefit alongside visitation.
This study is a call to action for destination organizations to lead transformative change.
Accessibility Playbook + AI Companion
The Accessibility Playbook (2025 Refresh) has been restructured for a digital-first experience, with embedded hyperlinks and simplified insights. Updates include:
- Updated research from Open Doors Organization, Expedia Group, AARP Travel and Return on Disability Group.
- Best practices from destination communities.
- Sections spotlighting the accessible traveler journey and aging travelers.
- Streamlined insights to build subject-matter expertise for destinations.
- Expanded checklists and customizable welcome letters for industry partners.
New this year: The AI Companion, designed by UnchainedAI, equips destinations to implement accessibility strategies across departments, from destination development to marketing and community engagement.
Crisis Communications Handbook
The Crisis Communications Handbook equips destination organizations to prepare for, respond to, and recover from crises with confidence. This comprehensive resource ensures destinations can communicate clearly, protect their brand and build community trust during critical events.
Key Elements:
- Guidelines for planning and response activation.
- Templates for holding statements, social posts and website updates.
- Social listening strategies.
- Media briefing protocols and post-crisis evaluation checklists.
- Practical case studies illustrating effective crisis response.
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