As Destination Marketing Evolves, Women Are Taking the Lead
Photo Credit: envato / AnnaStills
Skift Take
Destination marketing has become more political and community-driven, reshaping what leadership looks like. Increasingly, that leader is a woman.
Women now lead the majority of destination marketing organizations (DMOs) within Destinations International’s (DI) membership.
Among 653 DMO leaders, 398 are women serving as CEOs or executive directors, compared with 255 men. This trend is even more pronounced in Canada, where 40 of the 63 DI member destination organizations are led by women.
Leadership transitions are also reinforcing the shift. Of the 18 retirements DI tracked so far in 2026, both male and female, one-third have already been replaced by women.
“Representation at the top matters,” said DI CEO Don Welsh. DI's executive team reflects its commitment to female leadership, with women leading critical areas such as social impact, revenue, membership, marketing, and finance.
Women Leading Top Meetings Destinations
In first-tier cities, the shift is clear. Since 2016, 20 DI member organizations with budgets exceeding $5 million have transitioned leadership from men to women.
“Important gateway cities are now led by strong women,” said Mike Gamble, CEO of SearchWide Global.
Examples include Anna Marie Presutti, president and CEO of San Francisco Travel Association, Julie Coker, president and CEO of New York City Tourism + Convention, Casandra Matej, president and CEO of Visit Orlando, Kristen Reynolds, president and CEO of Choose Chicago, Martha Sheridan, president and CEO of Meet Boston, and Deana Ivey of the Nashville Convention & Visitors Corp.
“The role of a DMO CEO has evolved. It’s no longer just about sales and numbers; it’s about communication, advocacy, strategy, and building trust within communities,” said Choose Chicago’s Reynolds.
That evolution is a key driver behind the leadership shift. As DMOs take on more responsibility around public policy, funding, and community alignment, boards are prioritizing candidates with strengths in collaboration, stakeholder engagement, and long-term strategy, according to Meet Boston’s Sheridan.
The broader transformation of the industry is naturally influencing who rises to the top. “New funding models, new advocacy needs, greater community engagement, and a dedicated focus on inclusion. These factors now matter more than ever. As traditional power circles have eroded, as board rooms have diversified, and as resilience, grit, and belonging have risen to the top of DMO needs, the emergence of more female CEOs has been a natural corollary,” said Sheridan.
Representation Matters
When it comes to recruitment, candidates from hotels, associations, and broader business leadership are entering the mix, expanding both the talent pool and the diversity of those considered for top DMO roles.
Gamble points to the hiring process itself as a critical factor in sustaining momentum.
“It starts with having a diverse board and a diverse search committee,” said Gamble. “Thirty years ago, everyone thought running a DMO was an easy job. Those days are over. Funding has changed, political influence has changed, the way the money flows has evolved.”
Representation in the room, he added, often shapes outcomes.“If you have an all-white male board making the hiring decision, it’s a lot harder for a female or ethnically diverse candidate to break through when there is no one at the table with the same experiences,” said Gamble. “It’s extremely important to have diversity sitting around the hiring table with different perspectives.”
Still, challenges remain. Diverse candidate pools don’t guarantee diverse outcomes, and while the upward trend among women leaders is undeniable, ensuring equity across race, age, and other identities will require continued accountability from boards and search firms alike.
“I think females in DMO leadership roles were overdue, and we will continue to see it more in all sizes of destinations,” said Gamble.
Sheridan stresses that today’s DMO heads are benefiting from those who paved the way. “We owe a debt of gratitude to the women who broke the mold and paved the way for all of us. Women like Maura Gast, Bonnie Carlson, and Kitty Ratcliffe,” she said.
