Over the years, I’ve been captivated by Wicked, both on stage and now on screen. This time, the story struck a work-related chord on how its narrative offers valuable lessons for destination marketing organizations (DMOs), economic development authorities (EDAs), chambers of commerce, and other place-based entities looking to promote their locations, attractions, and experiences.

While participating in the annual Maryland Tourism & Travel Summit, I was reinvigorated by the undeniable importance of Destination Marketing Organizations (DMOs). These entities wield significant influence in crafting the narrative of a destination, drawing in visitors, and bolstering the region's economic well-being.