We recently caught up with Katie Rhoads (MSBA-HTM ’23). Katie is the Marketing and Data Manager for Visit Loudoun, the destination marketing organization (DMO) for Loudoun County, Virginia, and its incorporated towns. Katie’s day-to-day activities vary between campaign planning and marketing team support and reporting data insights that guide everything from content to product development. We knew that Katie attended the 2025 Destinations International Convention in Chicago, Illinois, from July 9-11, 2025, and we wanted to chat with her about that as well as how the MSBA-HTM program prepared her for her professional role within a DMO.

Tell us a little about your experience at the Destinations International Annual Convention. What stood out to you?
The DI Annual Conference is kind of like the Super Bowl for destination marketing professionals. It brings together people from DMOs and tourism boards around the world to share ideas, talk about trends, and get inspired. This year’s convention was one of the most energizing, and what really stood out was how much of the conversation focused on the future - things like digital transformation, sustainability, and using technology to improve both the visitor’s experience and the local quality of life. I left the convention feeling both recharged and ready to rethink how I do things.

Did any sessions or trends especially resonate with your work?
The sessions on AI, data integration, and cross-departmental collaboration really hit home. As someone straddling both marketing and analytics, I’m always looking for ways to bridge the gap between creative and data-driven decisions.

Was the convention fun? What was the best part? What was unexpected?
It was an absolute blast! The best part was connecting with peers I’ve only known virtually - and walking away with fresh ideas and new partnerships. I didn’t expect to leave with such a long to-do list, but in the best way!

As the Marketing and Data Manager at a Destination Management Organization, what’s one challenge or opportunity you’re currently navigating?
Balancing big-picture brand storytelling with short-term performance goals is always a challenge. But it's also an opportunity - data helps us do both better by telling a more complete story of impact and opportunity.

How are you using data to inform marketing or destination strategy in your current role? How about AI?
We use data to shape everything from campaign targeting to partner education. I’m also exploring AI for content ideation, predictive modeling, and even visitor sentiment analysis. It’s an exciting space with a lot of potential.

What advice would you give to current students or recent grads considering a career in Destination Management Organizations?
Be curious and open to wearing many hats. DMOs are unique in that you get to work across marketing, research, economic development, and community engagement. No two days are the same - and that’s the fun of it.

Changing gears a bit, did the MSBA-HTM program prepare you for the kind of work you're doing now?
Definitely. The program taught me how to look at tourism through both a business and human-centered lens. I use those skills every day - whether I’m analyzing data, crafting strategy, or collaborating with stakeholders.

What’s one thing you love about working in the tourism industry that people might not expect?
It’s incredibly collaborative. We’re all technically “competing” destinations, but we share ideas, resources, and even strategies. There’s a genuine spirit of rising together, and I love that about this industry.