Destination Think’s Senior Strategic Consultant and renowned place branding expert Frank Cuypers delivered a keynote called “Adapt or die: It’s now or never” at the BUZZ.travel Digital Travel EXPO on June 30. Frank spoke about the crisis of relevance facing destination marketing organizations (DMOs) that has been compounded during the COVID-19 pandemic.

Action: Select the three most likely scenarios and create plans. Reconvene to update these plans on a weekly basis.

Action: Take a moment to pause as a team and document everything you’ve learned over the past few months. Use this wisdom to help plan for the long term and understand your DMO’s role in uncertain times.

Watch below: