Chicken Is Beating Burgers. Here’s What That Says About Tourism’s Value Crisis.

CNN reports that chicken is now America’s fast food favorite, leaving giants like McDonald’s scrambling to catch up.

This isn’t just a flavor shift. It’s a value shift. A relevancy shift.

And DMOs better pay attention.

Here’s the breakdown:

Chicken is cheaper to produce, easier to innovate, and perceived as a better value—especially in a world still reeling from inflation, supply chain chaos, and $6 eggs.

Meanwhile? Burgers are seen as tired. Heavy. Outdated. Even the giants are struggling to justify their place on the menu.

Sound familiar?

Because that’s exactly where many DMOs are sitting right now. Out of step. Over budget. And increasingly under fire.

States like Florida are actively trying to cancel tourism offices altogether—arguing they’re unnecessary, outdated, and irrelevant in a digital-first world. And the worst part? Some of them have a point.

Tourism’s Old Strategy is the Dry Burger No One Wants

• Same old “heritage” messaging? Doesn’t resonate.

• Expensive influencer trips? Don’t deliver value.

• Visitor centers? Empty.

• Budgets? Under scrutiny.

• ROI? Can’t prove it.

Travelers want experiences that feel light, intentional, and tailored—not just the “safe” choice. They want chicken energy: surprising, affordable, flexible, and still satisfying.

So what’s a DMO to do?

1. Reframe the menu. Stop defending what worked 10 years ago. Start showing what matters now.

2. Redefine value. The public doesn’t owe you a budget. Show them why you’re essential.

3. Be the chicken. Adaptable. Strategic. Aligned with what people actually want and need.

TLDR: If your destination strategy feels like a reheated burger, don’t be surprised when the public wants to take you off the menu.