What does it take for a destination to move beyond collaboration and create something truly distinctive with its community?

In this episode of The Insightful Podcast, Dr. Jeremy Fairley sits down with Nerissa Okiye of Martin County Tourism to explore the story behind the award-winning “AI Means More Here” campaign. Nerissa shares how her team transformed regulatory constraints, limited resources, and growing AI fatigue into a creative celebration of the authentic people, places, and experiences that define Martin County.

The conversation goes beyond the campaign to examine the relationships that made it possible. Jeremy and Nerissa discuss stakeholder trust, co-creation, transparency, pilot programs, community advocacy, and the DMO’s expanding role as an ecosystem orchestrator.

Their conversation demonstrates why social capital may be one of the most valuable resources a destination possesses—and how sustained relationships give leaders the permission to innovate.

For destination leaders, marketers, and anyone responsible for building community partnerships, this episode offers a practical lesson: the most innovative ideas rarely begin with technology. They begin with listening, trust, and a genuine commitment to helping stakeholders succeed.