Jason Swick is turning 15 years of working side-by-side with DMOs into an AI workspace purpose built for their needs.

Most DMOs know AI matters…but few know how to bring the whole team with them.

In this episode of the Everything AI in Travel Podcast, I sit down with Jason Swick, a longtime Simpleview leader who spent more than 15 years deep in destination marketing before launching Swix AI.

We get into:

• Why DMO teams have a capacity problem, a speed problem, and a knowledge problem

• Why most AI adoption today is still tactical, not strategic

• The real issue with tools like N8N and Make for most tourism teams…

• How Swix is trying to make AI usable across every skill level in an organisation

• The difference between chatbots, assistants, automations, and true agents

• Why the future isn’t one “AI champion” inside the business — it’s shared systems the whole team can use

If you work in destination marketing, tourism ops, or travel tech, this one is a smart look at what AI adoption inside an organisation actually needs to look like.

👇 Subscribe for more conversations with the builders shaping AI in travel.

In 2026 the podcast is now found on Spotify, Apple Podcasts and now also YouTube (and if you hit subscribe there, you get it before everyone else). You can also catch up on the whole of Series 1 & 2 now also fully available in these channels.

How one DMO managed to draw the line all the way from social media posts right to visits to their suppliers’ websites

Like many DMOs, the NTO in Palau relies on key suppliers to host famils to keep the attention and focus on their local tourism economy.

The kayak team or the sailing guy or the scenic flight operator are always on call to get journalists and creators out to “experience” the destination.

Every stakeholder in this chain wondered on all these occasions, what actual value is being driven here? Can it be measured or are we just stuck on Estimated Media Value, a concept just a little obtuse for most small suppliers of experiences and accommodation.

Palua and their agency GTI in Australia decided it was time to measure, what the downstream effect of a creator visit was - and called in Videreo to help.

This case study lays out the exact pathway the customer took from inspiring video to content to informative practical information, sitting alongside wonderful visuals and finally to the individual websites of each and every participant in the famil.

Spoiler alert: exactly 104 unique individuals have so far visited the kayaking company website. 20 of those have been more than once. And that is just from one creator trip.

The team are now layering on other creators to show the cumulative effect of an ongoing creator program, backed by data that has all the suppliers calling to be part of these famils.