How Discover The Palm Beaches Is Building a Smarter Future Through Destination Technology
Discover The Palm Beaches (DTPB) is taking a bold step toward the future of tourism and destination management with the launch of its new Destination Technology department, a strategic initiative designed to modernize operations, strengthen digital capabilities, and position the organization as a more agile, data-driven leader in the tourism industry.
As destinations across the globe continue adapting to rapidly evolving traveler expectations and emerging technologies, Discover The Palm Beaches (DTPB) is investing in the infrastructure and innovation needed to remain competitive while better serving partners, residents, and visitors throughout Palm Beach County.
A New Era of Technology-Driven Tourism
The newly formed Destination Technology department will serve as a centralized hub responsible for leading the organization’s technology strategy, overseeing enterprise platforms and digital tools, advancing data and intelligence capabilities, and accelerating the adoption of emerging artificial intelligence solutions.
The move reflects a growing shift within the tourism and hospitality industry, where organizations are increasingly leveraging technology not only for marketing, but also for operational efficiency, predictive analytics, audience engagement, and long-term strategic planning.
At the helm of the new department is Gustav Weibull, Senior Vice President, Destination Technology & Product Development, whose expanded leadership role combines research, technology, and product development under one integrated vision.
According to DTPB, the updated structure is intended to modernize internal systems, streamline processes, and empower teams with real-time insights and resources that enable faster and more informed decision-making.
Expanding Intelligence and AI Capabilities
As part of the organizational evolution, Bryan Glynn, Vice President of Enterprise Technology & Intelligence, has been promoted to oversee governance and development across enterprise platforms, data infrastructure, and AI-driven capabilities.
Glynn has played an instrumental role in building and advancing DTPB’s technology and intelligence systems, helping lay the groundwork for a more connected and insight-driven organization.
The emphasis on artificial intelligence and enterprise intelligence highlights how destination marketing organizations are increasingly embracing advanced technologies to better understand traveler behavior, optimize marketing performance, improve internal collaboration, and identify emerging opportunities within the tourism economy.
Supporting Long-Term Growth in The Palm Beaches
For Discover The Palm Beaches, the investment in technology is about more than internal operations, it is directly tied to the long-term sustainability and growth of the region’s tourism economy.
Tourism remains one of the largest economic drivers in Palm Beach County, generating an annual economic impact of $11.6 billion and supporting nearly 95,000 local jobs. Representing 39 cities and towns stretching from Boca Raton to Jupiter, DTPB plays a critical role in attracting visitors to what is known as America’s First Resort Destination®.
“These updates mark a significant step forward in our continuing evolution as a modern, data-driven destination marketing organization,” said Milton Segarra, President & CEO of Discover The Palm Beaches. “By modernizing our technology infrastructure, expanding our digital capabilities and investing in the reskilling of our team, we are positioning the organization to operate with greater efficiency and long-term sustainability.”
Segarra emphasized that embracing innovation will ultimately strengthen DTPB’s ability to support local businesses, tourism partners, residents, and the continued growth of the destination.
Positioning The Palm Beaches for the Future
The launch of the Destination Technology department signals more than an internal restructuring, it reflects a broader commitment to innovation and future-ready leadership within the tourism sector.
By investing in enterprise technology, intelligence, and AI-driven capabilities today, Discover The Palm Beaches is positioning itself to adapt faster, make smarter decisions, and continue enhancing the global competitiveness of The Palm Beaches for years to come.
