Events aren’t side dishes in the travel economy anymore, they’re becoming the main course. And if your destination isn’t treating them that way heading into 2026, you’re already behind.

In a recent conversation on the Field Notes podcast, Rachel Normansell of Yodel joined me to unpack why events will be one of the biggest competitive advantages for DMOs in the coming year. From AI-driven trip planning to changing traveler behavior, the timing couldn’t be more critical.

Why Events Matter More Than Ever in 2026

The end of the year tends to fill up with holiday and seasonal gatherings, but what Rachel points out is that this is no longer just a seasonal spike. Events are becoming the backbone of how visitors choose where to go, when to go, and how long to stay.

Travelers aren’t just looking for destinations. They’re looking for destinations with something to do the moment they arrive.

The AI Factor: How Consumers Search Has Changed Overnight

Travelers are increasingly using AI tools, ChatGPT, Perplexity, Gemini, and others, to plan trips start to finish. If your destination’s event data isn’t easily discoverable, AI will route travelers somewhere else.

The Aperture Problem: Destinations Don’t Know What They Don’t Know

Travelers visit orchards, lilac farms, micro‑festivals, markets, and niche seasonal experiences, all year long. If your DMO isn’t capturing these experiences, you’re missing demand that already exists.

Rethinking Event ROI: What DMOs Should Actually Measure

Destinations often track only attendance and hotel nights, but Rachel recommends expanding to include:

• Spillover economic impact
• Search and content visibility
• YOY event category lift
• Community engagement
• Itinerary influence

Community Comes First

Events build local identity, not just visitor appeal. Destinations that treat residents as partners gain a long‑term edge.

2026 Trends DMOs Should Prepare For

• AI-driven trip planning
• Micro‑experiences
• Evergreen, four‑season events
• The need for accurate event data
• Automation for complex calendars

If 2025 was the year AI changed search, 2026 will be the year events determine who shows up. Destinations with rich, accurate event ecosystems win. As Rachel puts it: People can’t visit what they don’t know exists. Listen to the episode here.