Global All-Stars 2019 Recap

Head of Research and Insights
Published 9/12/19
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Insights, Ideas & Inspiration from Around the World

The Global All-Stars presentation videos and decks are available here.

Since 2011, Miles has hosted the Global All-Stars mainstage session at the Destinations International Annual Convention, one of the largest gatherings of destination marketing organizations (DMOs) in the world. Over the last 8 years, Global All-Stars has showcased innovation and served as a leading platform for sharing exciting new ideas, insights and inspiration from around the world.

At the 2019 Annual Convention in St. Louis, Missouri, three exceptional speakers presented at Global All-Stars with a unifying theme of the topic of trust. While trust in many “official” organizations has been questioned in recent years, it remains a critical asset for any DMO. Trust is not simply important in the DMO’s traditional role as the “trusted source” for leisure travelers and the meetings industry but also increasingly as a trusted partner, tourism advocate and manager to the community, for businesses and government. 

Global All-Stars 2019 explored trust in three segments: “Trust in the Future” (Mark Ellwood, Conde Nast Traveler), “Trust in Place” (Signe Jungersted, formerly of Wonderful Copenhagen) and “Trust in Brand” (Allon Cohne, Vibram). Through the three segments, trust emerged as an essential but complex and delicate part of successful organizations, including DMOs.

  • Mark Ellwood, Contributing Editor of Conde Nast Traveler, highlighted the challenge of remaining relevant and trusted in a world of rapid change. He identified five major shifts that are creating both opportunities and obstacles for DMOs.
  • Signe Jungersted, former Director of Development of Wonderful Copenhagen, updated us on the Danish capital’s radical steps to retain and build trust with both the community and visitors, all expressed in their call to action: “The End of Tourism as We Know It.”
  • Allon Cohne, CMO of Vibram, discussed consumer trust from an industry where trust in brand and trust in the product is not just essential to the sale but can be critical to life and limb.  

Check out all the resources from Global All-Stars 2019 here. And keep an eye out for our upcoming blog series that will share specific insights and takeaways from each of the presentations.