I’ve Read the Studies. I’m Just Not Playing the Game.

Reaction to Travel Weekly’s “Traditional Models for Promoting Destinations Must Be Rethought”

Article: https://travelweekly.co.uk/in-depth/traditional-models-for-promoting-destinations-must-be-rethoughtv

Let’s start with this: I’m not mad at the author. In fact, I think she did exactly what the industry expects:

• Sound smart,

• Stay safe,

• Say just enough to spark a conversation, but not so much that anyone loses a grant.

And girl, I get it. This industry trains us all to perform, not provoke.

But I’ve never behaved. Not one day in my life.

And that’s why I can’t read these studies without seeing the thing under the thing.

The Study Says: “Rethink the Model”

What it means is: “Please pretend something’s changing.”

Let’s be clear: The “model” isn’t breaking because of AI. It’s not breaking because of Gen Z. It’s not breaking because of funding cuts.

It’s breaking because it was built for performance, for agencies, not people. And we keep layering innovation theatre on top of outdated incentives.

You don’t need another stakeholder meeting. You need a different reason to exist.

“Funding is at risk,” they say.

And yes. That’s real.

But what they won’t say is:

“We’re not underfunded; we’re over-reliant on strategies that don’t prove value.”

We’ve built entire destinations around PR hits and agency slide decks, and when the money dries up, we panic.

Meanwhile, the locals are like:

“Did y’all even see us in that campaign?”

“Use AI, But Stay Authentic”

That’s cute. Also vague as hell.

Here’s the truth:

If your content strategy is AI-generated, your voice better be community-rooted. Or you’re just producing tourism stock footage with captions.

AI should amplify truths, not erase nuance.

“We now have 24 roles instead of 11!”

Yes, and how many of those roles come with actual power?

If you can’t say:

• “That influencer campaign is extractive,” or

• “We’re overpromoting a neighborhood already under strain,” or

• “No, we’re not hosting a golf tournament during a drought,”

…then it doesn’t matter how many hats you wear. You’re still voiceless in your own strategy.

Here’s What Wasn’t in the Article

Let’s just say the quiet parts out loud:

• The model was never built to center people. It was built to please the powerful.

• It rewards optics, not outcomes.

• It teaches us to whisper about change while clinging to comfort.

• And it makes damn sure that the people brave enough to question it? Get labeled “difficult.”

Ask me how I know.

But Here’s the Good News

If you’ve ever:

• Questioned why the “community engagement” plan didn’t include a single resident,

• Felt like you were translating your soul into marketing jargon,

• Or sat through a strategy meeting thinking, “Is this really the best we can do?”

You’re not the problem. You’re the future.

We are the ones who see it. And no, we’re not always liked for it.

We are here to fix what they told us to ignore.

So From Your Friendly Neighborhood Destruptor:

Stay weird. Stay loud. Stay principled. And if you’ve been scared to question the model out loud, consider this your permission slip.

Because I’ve read the studies too. I’m just not playing the game.

🖤 Jenn