Thank you to U.S, Travel for inviting us to speak at ESTO 2026 in Philadelphia. Below are all the resources shared at Sarah’s session: The New Shape of Destination Marketing Teams – How High-Performing Organizations Are Redesigning Talent, Structure & Accountability. Have questions? Don’t hesitate to reach out to Sarah at sarah@learntourism.org.
Organizational Evolution Action Plan
This two-page worksheet is designed to walk destination leaders through the real thinking behind a structural change, from naming what isn’t working to identifying who needs to be part of the conversation.
To get the most from it: work through it in the order it’s laid out rather than skipping to solutions, and be as specific as possible in each blank (vague problems produce vague fixes).
Treat the final homework section as required, not optional. The homework turns this from a reflection exercise into real material you can bring to an AI conversation or a leadership meeting.
AI Prompt Guide for Organizational Redesign
This is the companion set of seven sequential prompts for use with ChatGPT, Gemini, Copilot, or Claude, designed to turn the information from your worksheet into a structured organizational analysis and redesign conversation with AI.
To get the most from it: complete the worksheet’s homework section first, so you have real details to share. Run all seven prompts in one continuous chat thread without starting over in between.
Finally, remember the AI’s output is a strong first draft to sharpen with your own judgment, not a final answer to hand your leadership team as-is.