Skip to content
Sign in
Artwork for Destination On The Left
BusinessMarketing

Destination On The Left

Nicole Mahoney

Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.

Play
Open in
  • 20 episodes
  • weekly
  • Avg 38 min
  • English

Episodes 20

NewestOldestLongest
All20Unplayed20In progress0Played0
  • #495
    Wednesday · 46 min

    495. Finding Your "Tilt" and Owning Your Audience in an AI-Driven World, with Joe Pulizzi

    On this episode of Destination on the Left, I talk with Joe Pulizzi, founder of Content Marketing Institute, author, and creator of The Tilt newsletter. Joe shares his perspective on how individuals and organizations can stand out in an increasingly crowded and AI-driven content landscape. We explore the concept of finding your "tilt," why differentiation and consistency are critical to building trust, and how owning your audience can create long-term resilience. Joe also offers practical insights into collaboration, personal branding, and how tourism leaders can position themselves for what's next. What You Will Learn in This Episode: What Joe Pulizzi means by finding your "tilt" and why it's essential for differentiation How to identify the intersection between your expertise and your audience's needs Why consistency is one of the biggest predictors of success in content and audience building How AI is reshaping content creation and what opportunities still exist right now Why owning your audience (especially through email) is more important than ever How organizations can build trust by elevating individual voices instead of relying solely on corporate messaging What role collaboration and strategic partnerships play in amplifying your reach and impact Finding Your Tilt: The Intersection of Expertise and Need Joe explains that many organizations start their content strategy by focusing on what they want to say or sell, but overlook the importance of differentiation. The concept of "the tilt" challenges leaders to think more strategically about what they want to be known and needed for, and how that aligns with the specific needs of their audience. He encourages a practical approach: identifying areas of expertise or passion and pairing them with clearly defined audience challenges. This intersection becomes the foundation for meaningful content and messaging. For tourism professionals, this could mean moving beyond broad destination messaging to focus on a distinct, ownable narrative that resonates deeply with a specific audience segment. Trust, Consistency, and the Power of Owned Audiences A central theme in Joe's perspective is that success in content and audience-building comes down to two things: consistency and trust. Many organizations struggle not because of a lack of ideas, but because they stop showing up. Sustained, valuable content delivered over time is what builds meaningful relationships. Joe also emphasizes the importance of owning your audience, particularly through email. While social platforms provide reach, they are ultimately rented space. Email, on the other hand, represents a direct, permission-based relationship that organizations control. In an environment where algorithms are constantly changing, this ownership becomes a critical long-term asset for destinations and brands alike. Human Connection, Collaboration, and the Future of Content As AI continues to transform how content is created and distributed, Joe believes the differentiator will increasingly be human connection. Audiences are drawn to real people, authentic voices, and expertise they can trust. This shift is leading organizations to rethink how they communicate, moving toward a "trust portfolio" made up of multiple individual voices rather than a single corporate channel. At the same time, Joe reinforces that differentiation does not mean isolation. Strategic collaboration—whether through partnerships, guest content, or shared platforms—can significantly expand reach and credibility. By aligning with others who serve the same audience, organizations can amplify their message while still maintaining a clear and distinct point of view. Resources: The Tilt: https://www.thetilt.com/ LinkedIn: https://www.linkedin.com/in/joepulizzi/

  • #494
    September 11 · 37 min

    494. Reconnecting People to Place Through Audio Storytelling, with Story Clark

    On this episode of Destination on the Left, I talk with Story Clark, founder of TravelStorys GPS, about how mobile audio storytelling is transforming the way visitors experience destinations. Drawing from her background in conservation and history, Story shares how her platform helps travelers connect more deeply to place through immersive, location-based audio tours. We explore how destinations can stand out in a crowded digital landscape, the power of storytelling as a driver of memory and engagement, and how collaboration and shared platforms can elevate both small and large communities alike. What You Will Learn in This Episode: How Story's background in conservation and history inspired a mission to reconnect people to place Why storytelling is the "currency of memory" and how it drives deeper visitor engagement How mobile audio tours create immersive, hands-free experiences that enhance—not distract from—travel What differentiates a high-quality audio tour from DIY solutions and why user experience matters How shared platforms create visibility and opportunity for destinations of all sizes Why analytics and data collection are critical for proving tourism impact and guiding strategy What tools like QR codes and scavenger hunts can deepen engagement and capture valuable visitor insights Storytelling as the Foundation for Connection Story Clark built her company around a simple but powerful idea: people are losing their connection to place. She shares how her work in conservation and history revealed a growing disconnect between individuals and their surroundings, inspiring her to create a platform that uses storytelling to bridge that gap. Rather than focusing on facts alone, her approach emphasizes narrative—because stories are what people remember, share, and carry with them long after a visit. Through mobile audio tours that sync with a visitor's location, Story and her team help destinations bring their stories to life in real time. As travelers walk, drive, or explore, they hear stories tied directly to what they're experiencing, creating a deeper emotional and sensory connection. This approach turns the smartphone into a tool for engagement rather than distraction, allowing visitors to stay present while still learning and discovering. Designing for Experience, Not Just Technology In a crowded marketplace filled with apps and digital tools, Story explains that differentiation comes down to experience. She emphasizes the importance of quality storytelling, thoughtful production, and a deep understanding of user behavior. Her team acts as an advocate for the end user, helping destinations shape stories that resonate and are delivered at the right moment to maximize impact. Equally important is the support and partnership provided to clients. Story highlights how many organizations underestimate the complexity of creating effective audio experiences and benefit from guided processes, production expertise, and ongoing collaboration. This hands-on approach ensures that each tour not only meets technical standards but also delivers a compelling and memorable experience for visitors. Collaboration, Data, and the Future of Visitor Engagement A central theme throughout the conversation is collaboration, both between destinations and across marketing channels. Story's shared platform model allows multiple destinations to benefit from collective visibility, creating a "rising tide lifts all boats" effect. Smaller communities gain exposure alongside larger destinations, while travelers enjoy a seamless experience across regions. Beyond storytelling, Story is focused on helping destinations better understand and influence visitor behavior. By integrating tools like QR codes, scavenger hunts, and user surveys, her platform provides actionable data and insights. This allows organizations to move beyond inspiration to measurable impact—demonstrating how engagement translates into longer stays, increased spending, and stronger community connections. Resources: Website: travelstorys.com LinkedIn: https://www.linkedin.com/in/storyclark/ Contact: story@travelstorysgps.com

  • #493
    September 9 · 26 min

    493. How Storytelling Transforms Artisan Traditions into Meaningful Travel Experiences, with Patrick Greene

    On this episode of Destination on the Left, I talk with Patrick Greene, a documentary filmmaker and creator of Made with Love, a series that shines a light on artisans, their crafts, and the traditions behind them. Patrick shares how a project born during the COVID-19 pandemic evolved into a television series and a collection of small-group artisan tours designed to bring travelers behind the scenes and into deeper connection with the people and places they visit. We discuss the value of authentic storytelling, the unexpected overlap between filmmaking and tour operations, and how tourism can help preserve cultural traditions while creating meaningful connections between travelers and local communities. What You Will Learn in This Episode: How a personal family experience during the pandemic inspired the creation of Made with Love Why authentic human connections can create more lasting travel memories than visiting well-known attractions alone How Patrick transitioned from documentary filmmaking into creating bespoke, small-group artisan tours What makes working with local producers and community connections essential to authentic cultural storytelling How tourism can support artisans while helping preserve crafts, traditions, and cultural heritage Why small-group experiences can foster meaningful connections between travelers, artisans, and fellow guests What destinations and tour operators can learn from creating story-driven experiences rooted in local people and place From Filmmaking to Meaningful Travel Experiences Patrick's journey into tourism began with documentary filmmaking and a desire to share the people and places he encountered while producing Made with Love. During a year living in Bologna, Italy, with his family during the COVID-19 pandemic, he discovered the depth of Italy's artisan culture and saw firsthand how shutdowns and the absence of tourism were affecting local makers. Their passion and dedication resonated with him, inspiring him to use his storytelling skills to give these artisans a platform. That experience eventually led to the creation of Made with Love as a television series and, later, the development of artisan-focused tours. As Patrick explains, the skills required to produce television translate surprisingly well to tour operations, from managing logistics and accommodations to creating itineraries and taking care of a group. More importantly, both forms of work depend on understanding people and creating an experience that allows their stories to come through authentically. Putting Authenticity and Human Connection at the Center One of the central themes Patrick explores is the difference between simply seeing a destination and genuinely connecting with it. While iconic attractions remain important, he believes travelers often remember the people they meet and the stories they hear long after the trip is over. His tours are intentionally designed to move beyond crowded hotspots and give guests opportunities to meet artisans in their workshops, ask questions, and experience their crafts firsthand. The small size of the groups helps make those connections possible. Patrick shares how artisans who had never welcomed travelers into their studios have embraced the opportunity to share their work, while guests gain a more personal understanding of the communities they are visiting. Those shared experiences also create connections among travelers themselves, with guests returning for additional Made with Love tours in other countries. Tourism as a Tool for Preserving Craft and Culture At the heart of Made with Love is a mission to support artisans and help preserve the crafts and traditions that contribute to a community's cultural identity. Patrick shares stories of generational artisans, including families who have practiced the same craft for many generations, and describes the importance of creating opportunities for these makers to share their work with visitors. The relationship can benefit everyone involved. Travelers gain access to experiences they might not otherwise encounter, while artisans have an opportunity to share their knowledge and generate additional income through guest purchases. As Patrick looks toward expanding the series and tours into new countries, he emphasizes the importance of working with local producers and community connections to identify crafts that are genuinely rooted in each destination. For him, authentic storytelling starts with listening to local people and allowing their culture and traditions to shape the experience. Resources: Website: madewithloveartisans.com Made with Love on PBS: pbs.org/show/made-with-love LinkedIn: https://www.linkedin.com/in/patrick-greene-34a9876/

  • #492
    September 2 · 38 min

    492. Beyond the DMO and Into Community Development, with Matt Pivarnik

    On this episode of Destination on the Left, I talk with Matt Pivarnik, a community development leader with nearly 27 years of experience across destination development, destination stewardship, tourism marketing, economic development, and legislative success. Drawing on his work in Tulsa, Topeka, and now Myrtle Beach, Matt shares why he sees tourism as an important part of broader community and economic development. We discuss the power of trust and collaboration, the organizational model taking shape in Myrtle Beach, and why communities need to balance the immediate demands of tourism marketing with long-term investments in their people, infrastructure, and future. What You Will Learn in This Episode: How tourism-related economic development can broaden the way communities think about tourism and destination development Why trust, collaboration, and putting community interests ahead of organizational egos are essential to successful communities How Myrtle Beach is creating a collaborative structure that allows distinct organizations to work alongside one another Why sharing services, resources, and expertise can help community organizations operate more effectively How destinations can balance the pressure for immediate visitation with long-term investments in tourism product and community development What Matt and his colleagues learned from listening to residents as they developed the Collaborate 2031 community strategy Why clear governance and financial "fences" are important for accountability and responsible stewardship of public dollars From Destination Marketing to Community Development Matt describes his career as a journey through the many interconnected pieces of community development. While destination marketing is an important part of the work, he believes the industry is increasingly recognizing the connection between tourism, economic development, destination development, and community stewardship. He shares his excitement about the emerging idea of "tourism-related economic development" and what it means to think intentionally about attracting attractions, assets, investment, and opportunities that strengthen a community. That broader perspective also changes how Matt thinks about destination competitiveness. In Myrtle Beach, the beach is an extraordinary asset, but he points to the historic communities, cultural experiences, restaurants, waterways, and other distinctive places that surround it. Creating a compelling destination isn't only about promoting the most recognizable attraction. It is about understanding what makes a community unique and finding ways to tell the larger story. Building Collaboration Without Losing Organizational Identity A significant part of the conversation focuses on the collaborative model developing in Myrtle Beach. Matt explains how having multiple organizations working toward economic and community development can create confusion when their roles aren't clearly defined. Rather than putting one organization "under" another, he believes organizations are more effective when they operate alongside one another, maintaining their individual responsibilities while sharing resources and working toward common goals. That approach creates opportunities to share services such as finance, human resources, IT, data, and office space while preserving the autonomy of each organization. Matt also emphasizes that collaboration requires more than a new organizational chart. It requires trust and a willingness to set aside egos. He reflects on his experience in Topeka, where organizational leaders ultimately focused less on protecting individual entities and more on asking what was best for the community and its economy. That shift opened the door to deeper collaboration and a more effective way of working together. Planning for the Community's Future Myrtle Beach's rapid growth makes long-term thinking especially important. Matt describes the challenge of balancing the need to generate visitation today with the responsibility to invest in the destination's product, infrastructure, and quality of life for the future. With significant growth in both tourism and the resident population, the community is increasingly focused on understanding resident sentiment and making sure the people who live there have a voice in shaping what comes next. That thinking is at the heart of Collaborate 2031, a five-year, community-wide strategy shaped through conversations with residents, focus groups, and stakeholders across the county's 15 communities. Matt explains why the plan is intentionally focused on measurable progress rather than simply creating a long-range vision or using the strategy as a fundraising exercise. Once priorities are established, the goal is to determine which organizations are best positioned to take responsibility and then ensure they have the resources necessary to follow through. For Matt, the ultimate measure of successful collaboration is simple: communities where development organizations work together are better positioned to move their economies forward, while communities where those organizations compete with one another risk falling behind. Resources: Website: greatermyrtlebeachcollaborative.com(opens in new tab) LinkedIn: https://www.linkedin.com/in/chrisfairresonance/

  • #491
    August 26 · 32 min

    491. Shaping the Future of Place Branding, with Chris Fair

    On this episode of Destination on the Left, I talk with Chris Fair, President and CEO of Resonance. Drawing on his background in journalism, destination marketing, and futures studies, Chris shares how destinations can use data-driven insights to better understand their strengths, identify opportunities, and build authentic brands that stand out in an increasingly competitive marketplace. We discuss the relationship between destination development and marketing, why collaboration across organizations is essential, and how communities can align around a shared narrative that supports tourism, economic development, and long-term prosperity. What You Will Learn in This Episode: How destinations can evaluate the gap between performance and public perception Why authentic, focused place branding is more effective than trying to appeal to everyone What Resonance's Best Cities rankings reveal about livability, lovability, and prosperity How performance, perception, and community aspiration work together to shape destination strategy Why destination marketing organizations and economic development organizations should collaborate more closely How creating a shared narrative helps communities strengthen their reputation and attract visitors, talent, and investment What practical steps destination leaders can take to prioritize resources and build long-term competitive advantage Beyond "Beige": Finding an Authentic Destination Narrative Chris explains that one of the greatest challenges destinations face isn't overcoming negative perceptions—it's overcoming a lack of perception altogether. Many communities have exceptional experiences to offer but struggle to communicate what makes them distinct. Instead of trying to promote every possible attraction, successful destinations identify the unique story that reflects both who they are and what audiences value most. He shares how Resonance helps destinations diagnose where they stand by comparing performance with perception. When communities understand whether they need stronger destination development, better branding, or a combination of both, they can focus their resources more strategically. Rather than trying to be everything to everyone, Chris encourages destination leaders to identify what belongs in their "storefront window"—the defining experience or story that invites people to discover everything else the destination has to offer. Using Data to Guide Smarter Destination Strategy Chris discusses the framework behind Resonance's America's Best Cities rankings, which evaluate destinations through three interconnected lenses: livability, lovability, and prosperity. These rankings measure everything from parks, restaurants, shopping, and cultural attractions to economic opportunity, infrastructure, education, and quality of life, providing communities with a clearer understanding of how they perform compared to their peers. Beyond performance data, Chris emphasizes the importance of combining research on public perception with the aspirations of local residents and businesses. By studying performance, perception, and aspiration together, destinations can uncover opportunities that traditional research alone may overlook. Throughout the conversation, he shares how this evidence-based approach helps communities prioritize investments, refine their positioning, and make informed decisions that support both residents and visitors. Building a Shared Narrative Through Collaboration One of the most important themes throughout our conversation is the role collaboration plays in creating a successful destination brand. Chris shares examples of communities where tourism organizations, economic development agencies, civic leaders, and other stakeholders have worked together to build a shared narrative that aligns how the destination is presented to visitors, investors, businesses, and residents alike. He also notes that creating the narrative is only the beginning. The greater challenge is sustaining it through ongoing education, leadership, and cross-sector collaboration. As organizations evolve and leadership changes, maintaining alignment requires continual investment and commitment. Chris leaves listeners with a compelling perspective: destination marketing organizations should think more like economic development organizations, while economic development organizations should become stronger storytellers. By breaking down organizational silos and working toward shared goals, communities can strengthen their reputation, attract investment, and create lasting benefits for everyone. Resources: Website: resonanceco.com Best Cities Reports: resonanceco.com/reports LinkedIn: https://www.linkedin.com/in/chrisfairresonance/

  • #490
    August 19 · 38 min

    490. Creating Stronger Workplace Relationships Through the Ally Mindset, with Morag Barrett

    On this episode of Destination on the Left, I talk with Morag Barrett, leadership expert, executive coach, keynote speaker, and author of You, Me, We: Why We All Need a Friend at Work and How to Show Up as One. Morag shares why meaningful workplace relationships are no longer a "nice to have" but a critical leadership skill in today's rapidly changing world. We explore how leaders can strengthen human connection, build trust, and create workplaces where people feel supported, challenged, and empowered to do their best work. From navigating uncertainty to embracing vulnerability and accountability, Morag offers practical strategies that apply not only to leadership but to every relationship we build throughout our lives. What You Will Learn in This Episode: Why the human side of leadership often determines long-term organizational success How uncertainty, rapid change, and remote work have reshaped workplace relationships What it means to adopt an ally mindset and why everyone needs a friend at work How the five Ally Mindset practices strengthen trust, collaboration, and accountability Why meaningful conversations begin by checking in on people before focusing on the work How leaders can create environments where candor, healthy debate, and new ideas flourish Practical ways to strengthen relationships through small, intentional actions every day Why Human Connection Matters More Than Ever Throughout her career, Morag Barrett has observed that successful organizations aren't defined solely by strategy, systems, or technology. Instead, their greatest advantage comes from how people relate to one another. While technical expertise remains essential, lasting success depends on trust, communication, and the quality of workplace relationships. As organizations continue navigating constant change, hybrid work, artificial intelligence, and ongoing uncertainty, many employees are feeling increasingly disconnected. Morag explains that while conversations around leadership and emotional intelligence have grown, the challenge remains helping leaders invest the time required to strengthen relationships. Rather than treating connection as a soft skill, she encourages leaders to recognize it as a business imperative that directly influences engagement, collaboration, and performance. Becoming an Ally at Work Morag shares the inspiration behind her book, You, Me, We, which reframes Gallup's familiar question, "Do I have a best friend at work?" into a more powerful leadership challenge: "Am I a friend at work?" This shift encourages individuals to focus less on what they receive from others and more on how they intentionally support those around them. The conversation explores the five practices of the Ally Mindset: abundance and generosity, connection and compassion, courage and vulnerability, candor and debate, and action and accountability. Together, these practices create a framework for building healthier relationships, encouraging honest conversations, and fostering workplaces where people feel seen, valued, and supported. Rather than relying on grand gestures, Morag demonstrates how consistent everyday behaviors create lasting trust across teams and organizations. Small Actions That Create Lasting Impact One of the most practical takeaways from this conversation is Morag's reminder that meaningful relationships are built through small, intentional moments. Whether asking a teammate, "What's your number today?" to better understand how they're showing up, expressing appreciation to someone who has positively influenced your career, or simply making time to truly listen, these simple actions create powerful ripple effects. Morag also challenges leaders to reflect on how they are remembered by those they work alongside. The question isn't simply whether you have supportive colleagues, but whether others would eagerly choose to work with you again. By focusing on intentional connection, personal accountability, and genuine care for others, leaders can strengthen their teams while creating cultures where both people and organizations thrive. Resources: Website: SkyeTeam.com Ally Mindset Self-Assessment: SkyeTeam.cloud/youmewe LinkedIn: https://www.linkedin.com/in/moragbarrett/

  • #489
    August 12 · 41 min

    489. Building Collaboration Across Borders and Waterways, with Sally Berry

    On this episode of Destination on the Left, I talk with Sally Berry, Tourism Director for Great Lakes USA and Cruise the Great Lakes. Sally shares how an unexpected career path led her into tourism and eventually to one of the industry's most collaborative regional organizations. We discuss the power of partnerships, the rapid growth of Great Lakes cruising, and why thinking beyond traditional destination boundaries creates stronger visitor experiences and more resilient communities. Sally also offers practical insights into building meaningful collaborations that benefit destinations, visitors, and the tourism industry as a whole. What You Will Learn in This Episode: How Sally's unconventional career journey shaped her collaborative leadership style Why regional partnerships create greater value for international visitors and industry stakeholders How Cruise the Great Lakes is helping destinations prepare for continued cruise tourism growth What memorable destination welcomes look like, and why they leave a lasting impression on visitors Why successful collaborations depend on a diversity of perspectives and shared goals How creative partnerships across states, provinces, and organizations lead to stronger tourism products What opportunities Sally sees ahead for the Great Lakes region through sustainability, stewardship, and collaboration Collaboration Is the Competitive Advantage Throughout our conversation, Sally makes a compelling case that collaboration isn't simply a nice idea—it's one of tourism's greatest competitive advantages. Leading initiatives that span eight states and two Canadian provinces requires balancing different priorities while helping partners recognize the value of working toward common goals. Rather than expecting every destination to participate in every initiative, Sally focuses on matching opportunities with the destinations best positioned to benefit, creating stronger outcomes for both individual communities and the region as a whole. She also shares how collaboration flourishes when organizations embrace different perspectives. Strong partnerships need enthusiastic champions, thoughtful protectors, and even healthy skeptics who ask the difficult questions. Those varied viewpoints ultimately strengthen projects, deepen trust, and create initiatives that are more successful over the long term. Turning First Impressions Into Lasting Connections As Great Lakes cruising continues its impressive growth, Sally shares how destinations are embracing the opportunity to create unforgettable welcomes for visitors arriving by ship. Communities are greeting passengers with local musicians, historical interpreters, regional cuisine, and experiences that immediately reflect the character of the destination. These authentic touches create meaningful first impressions while giving visitors a genuine sense of place. Beyond the excitement of arrival day, Sally explores the broader impact cruise tourism has on local economies. Many passengers spend additional time in port cities before or after their voyages, and countless visitors discover communities they later return to explore in greater depth. For many Great Lakes destinations, cruise tourism is becoming an important gateway for introducing travelers to places they may never have considered visiting before. Investing in Relationships That Strengthen the Industry One theme consistently surfaces throughout Sally's career: tourism is built on relationships. From mentors who helped her navigate unfamiliar areas of the industry to the connections she now creates through webinars, trade events, and industry education, she believes sharing knowledge strengthens the entire tourism ecosystem. Helping new professionals build confidence today creates stronger collaborators for tomorrow. Looking ahead, Sally is optimistic about the future of the Great Lakes region. As travelers seek authentic experiences beyond traditional gateway destinations, the region offers abundant natural beauty, vibrant communities, rich history, and distinctive cultural experiences. By continuing to invest in partnerships, sustainability, and destination stewardship, Great Lakes communities are positioning themselves for long-term success while demonstrating that the strongest destinations are the ones that work together. Resources: Website: greatlakesusa.org Website: cruisethegreatlakes.com LinkedIn: https://www.linkedin.com/in/sally-davis-berry/

  • #488
    August 5 · 56 min

    488. Community Conversation: Strengthening Tourism Through Advocacy

    On this episode of Destination on the Left, I host a special Community Conversation featuring Patrick Kaler, President & CEO of Visit Buffalo Niagara; Tony Snell-Rodriguez, Director of Community Engagement & Inclusion at Visit Milwaukee; Steven Coyle, Director of Government Relations for Transportation Policy at the American Bus Association; and Hillarie Logan-Dechene, Deputy Director of The Wild Center. Together, they explore the many dimensions of advocacy in the tourism industry, from legislative engagement and community partnerships to storytelling, relationship building, and cross-sector collaboration. Their conversation demonstrates that effective advocacy isn't just about influencing policy—it's about creating trust, building authentic partnerships, and helping communities understand tourism's value as a driver of economic growth and quality of life. What You Will Learn in This Episode: Why advocacy extends far beyond government relations and begins with building authentic relationships How destination organizations, attractions, and industry associations are using collaboration to strengthen tourism's voice What role storytelling plays in helping elected officials, residents, and stakeholders understand tourism's economic impact How community engagement and resident sentiment are becoming key measures of destination success Why partnerships across sectors create stronger advocacy efforts and more resilient communities How research, data, and personal stories work together to influence decision-makers What practical steps tourism professionals can take to become stronger advocates within their own communities Advocacy Begins with Relationships Throughout the conversation, one message rises above the rest: successful advocacy starts long before asking for support. Whether working with elected officials, community organizations, business leaders, or residents, each panelist emphasizes that trust is built through consistent relationships, active listening, and genuine collaboration. Rather than approaching advocacy as a series of requests, the panel explores how tourism organizations can position themselves as community partners. By understanding shared priorities and working toward mutual goals, destinations are able to demonstrate that tourism benefits far more than visitors—it strengthens local economies, supports small businesses, creates jobs, and enhances quality of life for residents. Using Stories and Data to Demonstrate Tourism's Value While economic impact numbers remain an essential advocacy tool, the panel discusses why statistics alone are rarely enough. Effective advocacy combines measurable data with compelling human stories that help decision-makers understand tourism's real-world impact. The guests share examples of how visitor spending supports local businesses, creates employment opportunities, reduces the tax burden for residents, and generates long-term community investment. They also explore how personalized examples—from small business testimonials to resident feedback—can transform large economic figures into meaningful stories that resonate with legislators, community leaders, and stakeholders alike. Building Stronger Destinations Through Cross-Sector Collaboration One of the strongest themes throughout the discussion is the importance of looking beyond traditional tourism partnerships. The panel encourages organizations to collaborate with museums, transportation providers, nonprofits, healthcare institutions, educational organizations, chambers of commerce, neighborhood groups, and local businesses to build stronger advocacy networks. The guests share how these relationships not only strengthen individual organizations but also create more resilient destinations capable of addressing community priorities together. Whether developing new programs, supporting accessibility initiatives, attracting meetings and events, or advocating for infrastructure investments, they demonstrate that tourism is most successful when it is viewed as a shared community asset. By embracing collaboration over competition, destinations can amplify their impact, strengthen public trust, and ensure tourism continues to deliver lasting benefits for visitors and residents alike. Resources: Website: https://travelalliancepartnership.com/ Patrick Kaler Website: https://visitbuffalo.com/ LinkedIn: https://www.linkedin.com/in/patrickkaler/ Tony Snell-Rodriguez Website: https://www.visitmilwaukee.org/ LinkedIn: https://www.linkedin.com/in/tony-snell-rodriguez/ Steven Coyle Website: https://www.buses.org/ LinkedIn: https://www.linkedin.com/in/steventcoyle/ Hillarie Logan-Dechene Website: https://www.wildcenter.org/ LinkedIn: https://www.linkedin.com/in/hillarie-logan-dechene-2bb8aa18/

  • #487
    July 29 · 35 min

    487. Building Culinary and Agritourism Through Collaboration: Conversations from the Taste of Place Summit

    On this episode of Destination on the Left, we bring you Part 2 of our Roadshow series recorded live at the 2026 Taste of Place Summit in Edmonton, Alberta. Hosted by the Culinary Tourism Alliance in partnership with Explore Edmonton, the Summit brought together destination leaders, economic development professionals, and tourism organizations exploring how culinary tourism can strengthen local economies and create more distinctive destination identities. Through conversations with Ellen Walker-Matthews, Elaine Zedack, Eiblis Doherty, Ceri Chong, and Bryanna Kumpula-Yung, we explore how collaboration serves as the foundation for successful culinary tourism, connecting producers, businesses, communities, and visitors into experiences that are greater than the sum of their parts. In this episode, you'll hear from these extraordinary leaders: Ellen Walker-Matthews: https://www.linkedin.com/in/ellen-walker-matthews-6951ab4/ Elaine Zedack: https://www.linkedin.com/in/elaine-zedack/ Eiblis Doherty: https://www.linkedin.com/in/eiblis-doherty/ Ceri Chong: https://www.linkedin.com/in/cerij/ Bryanna Kumpula-Yung: https://www.linkedin.com/in/bryannakumpula/ Collaboration Is the Foundation of Culinary Tourism One of the strongest themes throughout these conversations is that successful culinary tourism rarely happens in isolation. While exceptional farms, restaurants, and producers may draw visitors on their own, destinations create lasting impact when they intentionally connect those individual experiences into a cohesive visitor journey. Ellen Walker-Matthews shares how the Thompson Okanagan Tourism Association views culinary and agritourism as foundational to its destination strategy. Through readiness programs, partnerships between operators, and collaborative experience development, the region is helping visitors understand not only where food comes from, but also the relationships between farms, vineyards, Indigenous foodways, and the landscape itself. Across the episode, guests demonstrate how destination organizations can act as conveners, creating opportunities for businesses to work together in ways that benefit both visitors and local communities. Food Creates a Stronger Sense of Place Beyond great meals, culinary tourism serves as a powerful storytelling tool that helps destinations express their identity. Elaine Zedack explains how Pittsburgh uses food to celebrate its distinct neighborhoods, immigrant heritage, and blue-collar history while embracing the city's continued evolution. Local food experiences become a form of placemaking, allowing visitors to better understand the people and cultures that have shaped a destination over time. Ceri Chong shares a similar approach in Richmond, British Columbia, where the destination's culinary story is built around Asian dining, fresh seafood, and local agriculture. Through events, partnerships with fishers and restaurants, and immersive waterfront experiences, Tourism Richmond is creating opportunities for visitors to engage directly with the people and industries that define the community. These conversations reinforce that food is one of the most accessible ways to experience the character and heritage of a place. Creating the Conditions for Local Businesses to Thrive Several guests emphasize that one of the most valuable roles destination organizations can play is helping local businesses succeed together rather than independently. Eiblis Doherty describes her role as a facilitator, connecting operators, encouraging collaboration, and helping businesses develop visitor-ready experiences that might not happen without someone bringing the right people together. Bryanna Kumpula-Yung expands on this idea by sharing how Leduc County is investing in networking opportunities, food trails, business education, and a new local food hub that makes it easier for producers, restaurants, and consumers to connect. Rather than focusing solely on marketing, these initiatives strengthen the local ecosystem behind the visitor experience. Together, the guests demonstrate that sustainable culinary tourism depends on building relationships, removing barriers, and creating the infrastructure that allows communities, businesses, and destinations to grow together. Resources: Ellen Walker-Matthews Website: https://www.totabc.org/ LinkedIn: https://www.linkedin.com/in/ellen-walker-matthews-6951ab4/ Elaine Zedack Website: https://www.visitpittsburgh.com/ LinkedIn: https://www.linkedin.com/in/elaine-zedack/ Eiblis Doherty Website: https://www.strathcona.ca/tourism/ LinkedIn: https://www.linkedin.com/in/eiblis-doherty/ Ceri Chong Website: https://www.visitrichmondbc.com/ LinkedIn: https://www.linkedin.com/in/cerij/ Bryanna Kumpula-Yung Website: https://www.leduccountybusiness.com/ LinkedIn: https://www.linkedin.com/in/bryannakumpula/

  • #486
    July 22 · 30 min

    486. Food Tourism Begins with People: Conversations from the Taste of Place Summit

    On this episode of Destination on the Left, we bring you the first of two Roadshow episodes recorded live at the 2026 Taste of Place Summit in Edmonton, Alberta. Hosted by the Culinary Tourism Alliance in partnership with Explore Edmonton, the Summit gathered culinary tourism and agritourism leaders, destination professionals, farmers, chefs, producers, and artisans from across Canada and beyond to explore how food connects visitors to people, culture, and place. Through conversations with Tam Anderson, Jenni Lessard, James Eddington, Carl-Éric Guertin, and Monica Frost, we uncover a common thread: the most memorable culinary tourism experiences begin with the people who grow, create, preserve, and share the stories behind the food. In this episode, you'll hear from these extraordinary leaders: Tam Anderson: https://www.linkedin.com/in/tam-andersen-b488544/ Jenni Lessard: https://www.linkedin.com/in/jenni-lessard-54103a197/ James Eddington: https://www.linkedin.com/in/james-eddington-9542a52/ Carl-Éric Guertin: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/ Monica Frost: https://www.linkedin.com/in/sociallymonica/ Authentic Experiences Begin with Human Connection Throughout these conversations, one message emerges again and again: culinary tourism is ultimately about people. Whether visitors are harvesting strawberries, joining a chef around a live fire, meeting an artisan in their workshop, or enjoying a long-table dinner on a farm, the experiences that leave lasting impressions are rooted in authentic human connection. Tam Anderson shares how simple moments, such as digging potatoes with children or tasting berries fresh from the field, reconnect families with the origins of their food and with each other. James Eddington echoes that philosophy through immersive farm experiences where guests don't simply enjoy a meal—they participate in discovering the ingredients, the landscape, and the people who make the experience possible. The Stories Behind the Ingredients Matter Several guests emphasize that food itself is only one part of the visitor experience. Jenni Lessard explains that every ingredient carries the story of the producer, and that chefs and tourism professionals serve as interpreters who help visitors understand where food comes from and why it matters. When those stories are shared, meals become expressions of place rather than simply something to eat. Carl-Éric Guertin extends this idea through the work of the Économusée Network Society, which helps artisans open their workshops to visitors. Whether meeting a blueberry jam maker, a smoked herring producer, or a craftsperson preserving generations of knowledge, visitors gain a greater appreciation for the heritage, expertise, and cultural traditions behind each product. These personal encounters transform local products into meaningful cultural experiences. Collaboration Creates Stronger Destinations Across every interview, partnerships emerge as the driving force behind successful culinary tourism. Farmers collaborate with chefs to showcase seasonal ingredients, breweries work alongside producers and destination organizations to create immersive travel itineraries, and regional networks bring together organizations that might otherwise work independently. Monica Frost shares how the BC Ale Trail continues to expand beyond breweries by connecting travelers with farmers, cideries, restaurants, and agritourism experiences that tell a more complete story about British Columbia's craft beverage industry. Similarly, guests throughout the episode describe how collaboration allows destinations to celebrate their unique landscapes, cultures, and food traditions while creating experiences that benefit both visitors and local communities. Together, these conversations remind us that a true taste of place cannot be manufactured. It grows from authentic relationships, local knowledge, shared stories, and the people whose passion and stewardship give every destination its distinctive flavor. Resources: Tam Anderson Website: https://albertafarmfresh.com/ LinkedIn: https://www.linkedin.com/in/tam-andersen-b488544/ Jenni Lessard Website: https://www.jennilessard.com/ LinkedIn: https://www.linkedin.com/in/jenni-lessard-54103a197/ James Eddington Website: https://www.eddingtons.ca/ LinkedIn: https://www.linkedin.com/in/james-eddington-9542a52/ Carl-Éric Guertin Website: https://artisansaloeuvre.com/en/economusee-network-society/ LinkedIn: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/ Monica Frost Website: https://bcaletrail.ca/ LinkedIn: https://www.linkedin.com/in/sociallymonica/

  • #485
    July 15 · 34 min

    485. Building Stronger Communities Starts with an Open Mind, with Bradley Kautenburg

    On this episode of Destination on the Left, I talk with Bradley Kautenburg, Executive Director of the Algoma Area Chamber of Commerce in Algoma, Wisconsin. Bradley shares how a small lakeside community neighboring some of Wisconsin's best-known tourism destinations has embraced its authentic character as its greatest strength. We discuss the power of collaboration, the importance of remaining open to change, and how destination leaders can build stronger organizations by focusing on community, partnerships, and a willingness to challenge long-held assumptions. What You Will Learn in This Episode: How Bradley's career journey shaped his approach to destination and chamber leadership Why Algoma has embraced its welcoming culture as a defining competitive advantage How changing organizational mindsets can unlock new opportunities for growth What questions Bradley's team asks before making strategic decisions Why collaboration between neighboring chambers creates better outcomes than competition How intentional partnerships help strengthen both tourism and local communities Why staying open to change is one of the most important leadership skills for today's destination professionals Discovering the Competitive Advantage That's Been There All Along Located along the shores of Lake Michigan at the base of Wisconsin's Door County peninsula, Algoma sits beside some of the state's most recognizable tourism destinations. Rather than trying to compete with larger neighbors, Bradley explains how the community has learned to lean into what visitors consistently remember most: the friendliness of its people, its active arts community, and the genuine sense of belonging guests experience during their stay. One of the biggest lessons Bradley shares is that sometimes a destination's greatest competitive advantage is hiding in plain sight. For years, Algoma's welcoming culture simply felt normal to the people who lived there. It wasn't until the Chamber began viewing the community through the eyes of visitors that they recognized this authentic sense of place as something truly distinctive. That shift in perspective now influences how the destination tells its story and creates memorable visitor experiences. Building an Organization That Is Ready for the Future When Bradley stepped into his leadership role, the Chamber was navigating financial challenges familiar to many community organizations. Rather than focusing solely on budgets, he recognized that lasting change required something deeper: helping the organization become comfortable with change itself. Throughout our conversation, Bradley shares how his team evaluates new ideas through three simple questions: Does it strengthen the organization? Does it benefit members? Does it serve the community? Those guiding principles have helped shape decisions ranging from investing in new technology to expanding business resources while continuing to support tourism. His approach demonstrates that sustainable leadership often comes from creating a culture that welcomes innovation instead of resisting it. Why Collaboration Will Always Beat Competition One of my favorite parts of our conversation centers on Bradley's belief that neighboring organizations accomplish far more by working together than by competing for attention. Regular meetings between local chambers have become opportunities to coordinate events, exchange ideas, share professional development, and support one another through common challenges. Bradley also offers practical advice for building successful collaborations. He explains why establishing shared goals, agreeing on boundaries, and approaching partnerships with intentionality creates stronger relationships over time. Whether coordinating community events, recognizing educators across multiple school districts, or simply providing one another with fresh perspective, these partnerships illustrate how collaboration strengthens destinations, organizations, and the people who lead them. Above all, Bradley reminds us that openness—to new ideas, new perspectives, and new partnerships—is often the catalyst that allows both organizations and communities to evolve while remaining true to the qualities that make them special. Resources: Website: https://visitalgomawi.com/ LinkedIn: https://www.linkedin.com/in/bradley-kautenburg-3b674315a/

  • #484
    July 8 · 37 min

    484. How Research and Collaboration Is Transforming Erie, with Chris Temple

    On this episode of Destination on the Left, I talk with Chris Temple, Director of Communications at Visit Erie. Chris shares how Visit Erie has transformed its destination brand through an extensive research-driven process, positioning Erie as a four-season destination built around authentic experiences, outdoor recreation, and the lifestyle of the Great Lakes. We also discuss how strategic partnerships, community engagement, and thoughtful destination development are helping Erie build momentum while creating lasting benefits for residents and visitors alike. What You Will Learn in This Episode: How Visit Erie approached a research-based destination rebrand that aligned with visitor expectations and community assets Why authentic storytelling and a clearly defined brand voice help destinations stand out in a competitive marketplace How Visit Erie creatively responded to the challenges of the pandemic by supporting local businesses and launching Erie Restaurant Week What major Bayfront redevelopment projects mean for Erie's future as a visitor destination and community gathering place How collaboration with other destination organizations strengthens media relations, marketing efforts, and shared success Why engaging local residents and content creators has become an important part of modern destination marketing How destination organizations continue to evolve by balancing visitor attraction with community quality of life Building a Brand That Reflects the Good Life Rather than simply creating a new logo or tagline, Visit Erie invested eighteen months in a comprehensive branding process grounded in research, stakeholder engagement, and visitor insights. Chris explains how the organization evaluated its existing positioning, identified its strongest assets, and developed messaging that reflects both the experiences travelers seek and the authentic character of the destination. The result is the "Good Life, Great Lake" brand, which captures Erie's unique identity as a place where visitors can slow down, reconnect with nature, and experience the rhythm of life along Lake Erie. Chris shares how developing a consistent brand voice has helped Visit Erie focus on what truly differentiates the destination instead of trying to appeal to everyone. Turning Challenges into Lasting Opportunities Like destinations across the country, Visit Erie faced unprecedented challenges during the COVID-19 pandemic. Chris reflects on how the organization quickly shifted its focus from attracting visitors to supporting local tourism businesses and encouraging residents to reconnect with the outdoor experiences available in their own backyard. One of the most successful initiatives to emerge from that difficult period was Erie Restaurant Week. What began as a creative response to support local restaurants during a challenging time has grown into a signature annual event that continues to expand each year. Chris shares how moments of adversity can become catalysts for innovation when organizations remain focused on serving both their partners and their communities. Collaboration as the Foundation for Destination Growth Throughout the conversation, Chris emphasizes that destination success is built through collaboration. From Visit Erie's long-standing involvement with the Mid-Atlantic Tourism Public Relations Alliance to partnerships that connect multiple destinations along travelers' journeys, he demonstrates how collaboration creates stronger visitor experiences while helping destinations learn from one another. Chris also discusses how Visit Erie's role within the community continues to evolve. New initiatives like the Local Creator Program invite residents to help tell Erie's story through their own perspectives, creating authentic content that resonates with both visitors and locals. Combined with the ongoing transformation of Erie's Bayfront, these efforts illustrate how destination organizations can strengthen community pride while building sustainable tourism for the future. Resources: Website: VisitErie.com LinkedIn: https://www.linkedin.com/in/christine-temple-47223b7/

  • #483
    July 1 · 41 min

    483. Leading with Authenticity and Resilience, with Lauren Bennett McGinty

    On this episode of Destination on the Left, I talk with Lauren Bennett McGinty, Executive Director of Explore Minnesota. Lauren shares how Minnesota has evolved its destination marketing strategy beyond traditional tourism promotion to focus on storytelling, quality of life, and reputation leadership. We discuss the development of the state's Star of the North brand, how Explore Minnesota responded to unexpected national attention with authenticity and compassion, and why collaboration across agencies, industries, and communities is shaping a stronger future for tourism. Lauren also shares practical leadership lessons for navigating challenging moments while keeping people, partnerships, and purpose at the center of the work. What You Will Learn in This Episode: How Explore Minnesota developed the Star of the North brand to tell a more authentic and enduring story Why storytelling rooted in real visitor and resident experiences creates stronger destination marketing How tourism leaders can respond thoughtfully when unexpected events place their destination in the national spotlight Why taking care of your team first is an essential leadership strategy during times of crisis How collaboration across government agencies and industry partners is strengthening Minnesota's tourism economy What Minnesota's innovative Outdoor Recreation Industry Partnership can teach other destinations about cross-sector collaboration How destination organizations continue to evolve beyond marketing into leadership, stewardship, and community building Building a Destination Brand That Reflects Authentic Experiences As competition for visitors continues to grow, Lauren explains that creativity alone isn't enough. Successful destination marketing begins with understanding what makes a place genuinely unique and finding authentic ways to share those stories. Explore Minnesota's Star of the North brand was designed to showcase not only the state's tourism experiences, but also its quality of life, outdoor recreation opportunities, business climate, and future growth. Rather than relying on traditional tourism advertising, Lauren shares how her team invited first-time visitors and newer residents to experience Minnesota and tell their own stories. Their genuine reactions, combined with thoughtfully designed itineraries, created marketing that feels relatable, trustworthy, and deeply authentic. The result is a brand that highlights the unexpected moments visitors discover while giving residents a story they are proud to share. Leading Through Uncertainty with Compassion and Purpose Lauren offers an honest look at how Explore Minnesota responded when the state unexpectedly became the focus of national headlines. Rather than reacting immediately with marketing campaigns, she explains why the first priority was ensuring her team and industry partners had the support they needed before developing a broader response. That people-first philosophy shaped the "Come Visit Your Neighbors" campaign, which focused on Minnesota's welcoming spirit and strong sense of community. Lauren shares practical leadership advice for destination organizations facing unexpected challenges, including understanding your organization's role, strengthening partnerships, listening carefully to stakeholders, and communicating with authenticity rather than urgency. The conversation highlights how destination organizations can help strengthen community confidence while remaining true to their mission. Expanding the Role of Destination Leadership Throughout the conversation, Lauren illustrates how destination organizations are increasingly serving as connectors, conveners, and community advocates. Beyond promoting travel, Explore Minnesota now supports initiatives focused on resident attraction, business development, film production, and outdoor recreation, recognizing that all of these efforts contribute to the state's overall reputation and economic vitality. Lauren also discusses Minnesota's Outdoor Recreation Industry Partnership, an innovative collaboration that brings together multiple state agencies to support the state's outdoor recreation economy. By connecting government resources with industry stakeholders, the partnership has become a model for other states seeking to strengthen collaboration, grow outdoor recreation, and create long-term economic opportunity. It's a powerful example of how destination leadership continues to evolve through partnerships, shared purpose, and a commitment to serving both visitors and residents. Resources: Website: https://www.exploreminnesota.com LinkedIn: https://www.linkedin.com/in/laurenbennettmcginty/

  • #482
    June 24 · 39 min

    482. Customizable Luxury and Brand Stewardship in Beverly Hills, with Julie Wagner

    On this episode of Destination on the Left, I talk with Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau. Julie shares her journey from the cruise and hotel industries to leading one of the world's most iconic destination brands. We explore how Beverly Hills continues to evolve while staying true to its legacy, the challenges and opportunities of marketing a globally recognized destination, and the importance of collaboration, innovation, and destination stewardship. Julie also discusses how Beverly Hills is redefining luxury for the next generation of travelers and preparing for a future shaped by major global events, changing consumer expectations, and increased competition. What You Will Learn in This Episode: How Beverly Hills is redefining luxury through a philosophy of customizable experiences Why managing a legacy destination brand requires both innovation and perception management How creative campaigns and emerging technologies help Beverly Hills connect with new audiences What lessons destination leaders can learn from Beverly Hills' approach to crisis response and resilience How collaboration across hotels, government, tourism organizations, and businesses strengthens destination success Why protecting and differentiating a destination brand has become increasingly important in a crowded marketplace How Beverly Hills is leveraging major sporting events and global tourism opportunities to build long-term awareness and economic impact Redefining Luxury for a New Generation As one of the most recognizable destination brands in the world, Beverly Hills enjoys extraordinary global awareness. Yet Julie explains that brand recognition alone is not enough. One of the CVB's most important responsibilities is challenging outdated perceptions and ensuring the destination remains relevant to future generations of travelers. Rather than focusing solely on exclusivity, Beverly Hills has embraced the concept of customizable luxury. Whether visitors are seeking a family-friendly getaway, a wellness-focused retreat, a boutique hotel experience, or a once-in-a-lifetime luxury vacation, the destination offers a wide range of experiences that allow travelers to define luxury on their own terms. Julie shares how this flexibility has become a key differentiator in an increasingly competitive tourism landscape. Creativity, Innovation, and Building Brand Relevance Maintaining relevance for a legacy brand requires a willingness to experiment. Julie discusses how Beverly Hills has embraced innovative storytelling and emerging technology to engage new audiences. One example is the destination's creative "Imagine" campaign, which combined AI-generated artistic concepts with real-world experiences to showcase Beverly Hills as a place where imagination and aspiration intersect. Throughout the conversation, Julie emphasizes that innovation is not simply about adopting new tools. It is about finding fresh ways to communicate a destination's unique value while staying true to its core identity. Whether through partnerships with content creators, experiential campaigns, or new marketing channels, Beverly Hills continues to evolve its messaging to resonate with the next generation of luxury travelers. Collaboration, Stewardship, and Preparing for the Future A recurring theme throughout our discussion is the power of collaboration. Julie shares examples of how hotels, city leaders, tourism partners, and neighboring destinations work together to strengthen Beverly Hills' position while supporting broader regional goals. From crisis-response initiatives during COVID-19 and wildfire recovery efforts to international sales missions and cooperative marketing programs, these partnerships demonstrate the value of what I often call coopetition. Julie also discusses how Beverly Hills is preparing for a wave of major global sporting events, including the FIFA World Cup and the Olympic Games. Rather than focusing solely on hotel occupancy, the destination is creating opportunities to build long-term brand awareness, drive visitor spending throughout the city, and reinforce Beverly Hills' position as a world-class destination. Through strategic partnerships, thoughtful stewardship, and a commitment to protecting the integrity of its brand, Beverly Hills continues to balance its celebrated legacy with a forward-looking vision for the future. Resources: Website: https://lovebeverlyhills.com/about LinkedIn: https://www.linkedin.com/in/julie-wagner-cdme-a5147210/

  • #481
    June 17 · 42 min

    481. From Port to Community: Rethinking the Cruise Experience, with Shelly Hartfield

    On this episode of Destination on the Left, I talk with Shelly Hartfield, Vice President of Destinations for Victory Cruise Lines. Shelly shares how her passion for destinations evolved from a career in maritime operations into a role focused on creating meaningful connections between travelers and communities throughout the Great Lakes, St. Lawrence Seaway, Atlantic Canada, and the U.S. East Coast. We explore the power of collaboration in cruise tourism, how unexpected challenges often lead to remarkable guest experiences, and why destination stewardship, community partnerships, and strategic planning are at the heart of successful cruise itineraries. What You Will Learn in This Episode: How Shelly's career journey led her to become a champion for destination-focused cruise experiences Why Victory Cruise Lines views destinations as communities rather than simply ports of call How understanding traveler motivations helps create more meaningful and memorable experiences What cruise operators can learn from unexpected disruptions and the opportunities they create How collaboration between cruise lines, ports, and destinations benefits entire communities Why destination discovery often requires getting off the beaten path and experiencing places firsthand How sustainability initiatives can simultaneously improve visitor experiences and support local economies Viewing Destinations Through a Community Lens Shelly believes the difference between a city and a destination lies in its people, culture, and stories. At Victory Cruise Lines, this perspective shapes how itineraries are developed and how experiences are curated for guests. Rather than simply bringing travelers to a port, the goal is to connect them with the character of a place and the people who call it home. This philosophy aligns closely with the interests of Victory's guests, many of whom are experienced travelers seeking authentic cultural experiences, local history, and meaningful interactions. Shelly shares how these travelers often seek out conversations with residents and appreciate opportunities to learn about communities beyond the typical visitor experience. By focusing on these connections, cruise travel becomes a gateway to deeper destination discovery. When Necessity Becomes Innovation Tourism is filled with variables that cannot be controlled, and cruising is no exception. Weather events, changing water levels, and unexpected operational challenges can quickly require an itinerary to change course. Shelly explains that success in these moments depends on preparation, transparency, and a culture of collaboration across the organization. She shares memorable examples where last-minute changes resulted in unexpected guest favorites. What began as logistical challenges became opportunities to introduce travelers to communities and experiences that were never originally planned. These moments reinforced an important lesson: flexibility and creative problem-solving often reveal hidden gems that might otherwise go undiscovered. Through proactive communication and contingency planning, challenges become opportunities to create unique and memorable experiences for guests. Collaboration as a Driver of Destination Success One of Shelly's strongest beliefs is that collaboration and competition can coexist. Cruise lines may compete for guests, but they share a common interest in supporting the destinations they visit. Whether coordinating schedules to share limited dock space or working together to advocate for infrastructure improvements, collaboration creates benefits that extend beyond any single company. Shelly also discusses how destination partnerships contribute to sustainability and long-term economic development. From encouraging repeat visitation to exploring alternatives to printed materials through digital solutions, she sees opportunities for destinations and cruise operators to work together in ways that improve the visitor experience while reducing waste and increasing measurable impact. Ultimately, Shelly views every cruise itinerary as a collection of stories. Each destination contributes a chapter, and every community plays a role in shaping the traveler's experience. Through thoughtful partnerships, strategic planning, and a commitment to showcasing authentic places and people, cruise tourism can become a powerful catalyst for community growth and destination stewardship. Resources: Website: http://www.victorycruiselines.com/ LinkedIn Personal: https://www.linkedin.com/in/shelly-hartfield-1330b919/ LinkedIn Business: https://www.linkedin.com/company/victorycruiselines/

  • #480
    June 10 · 37 min

    480. The Power of Crazy Solutions and Human Imagination, with John Franklin Rinehart

    On this episode of Destination on the Left, I talk with John Franklin Rinehart, founder of Austin Film Crew. We talk in depth about his latest project in Gonzalez, Texas, and the Texas Legacy in Lights project, a full-scale live-action film projected onto the Gonzalez Memorial Museum. With the film, John is helping the community prepare for future visitors by developing new branding and digital assets that reflect the community. What You Will Learn in This Episode: How John moved from a career in music to becoming a leader in experiential storytelling How thinking differently can create breakthroughs for small destinations What inspired the Texas Legacy and Lights project in Gonzalez, Texas, and how live-action projection mapping was used to tell a unique local story How John and his team rebuilt Gonzalez's tourism platform after the city lost its website, and what went into creating digital assets for community branding Why translating tourism websites into dozens of languages creates new opportunities to attract international visitors, even for small towns How leadership, vision, and empowering local talent can transform ordinary community assets into extraordinary tourism attractions Lessons John has learned about overcoming skepticism and inspiring communities to believe in bold, world-class projects Challenging the Status Quo in Tourism Marketing Tourism marketing often feels like a tightly-packed field, but John believes the space is less competitive than it is stale. Many marketers follow in others' footsteps, replicating strategies instead of innovating. Real breakthrough requires a willingness to "break your brain a little bit"—to stop asking what everyone else is doing and start challenging your own assumptions. The key is to create something so unique that people and the media cannot help but take notice. If no one is willing to write about your idea or pay attention to it, then it's not bold enough to rise above the noise. The Texas Legacy in Lights Project Gonzalez, Texas, is steeped in history, forever linked to the "Come and Take It" flag and the beginning of the Texas Revolution. But its story has long been overshadowed by the likes of the Alamo. The city's challenge is to tell its tale in a way that stands out not just locally, but on the global stage. Enter Texas Legacy in Lights: a full-scale, live-action film projected using cutting-edge 3D mapping technology onto the city's Memorial Museum. John and his team tackled the much harder task of using live-action film to bring history to life right on the building's facade. The project required extensive technical, creative, and engineering skill, from building accurate period costumes and sets to installing a sound system that's immersive within the venue but virtually silent outside, because of the residential community nearby. Rethinking the Ordinary Tourism Website Tourism starts online, but most tourism websites are mere directories meant for visitors who have already chosen their destination. John's challenge is to ignite aspiration and connection long before travelers decide to visit. Gonzalez's new digital hub goes well beyond the norm: it features content in 50 languages, each tailored and not just run through Google Translate. The site provides unique guides for different cultures, practical tips for international visitors (like where to buy good bread or how to navigate transportation-less Texas), and locally-flavored stories that spark emotion and imagination. This strategic move recognizes overlooked audience segments searching the web, making Gonzalez visible to the world and accessible in unprecedented ways. Resources: Website: https://www.austinfilmcrew.com/

  • #479
    June 3 · 37 min

    479. Turning Environmental Challenges into Tourism Opportunities in Destin Fort Walton Beach with Alex Fogg and Jennifer Adams

    On this episode of Destination on the Left, I talk with Jennifer Adams, Director of Tourism, and Alex Fogg, Natural Resources Chief, to find out how the destination's innovative Coastal and Natural Resources team is setting Destin Fort Walton Beach apart, transforming environmental challenges into tourism opportunities. You'll hear how an invasive species, the lionfish, became both a tourism driver and an annual event, and how the region has evolved into a family destination through free outdoor adventure programs for kids and teens. Jennifer and Alex also share the inside story of the creation of what will be the world's largest artificial reef, using the repurposed SS United States ocean liner, positioning the area as an international diving hotspot. What You Will Learn in This Episode: Why Destin Fort Walton Beach has established a Coastal and Natural Resources team How a challenge with the invasive lionfish species became a key tourism driver for the region How the destination's free Little Adventures program engages kids and families with hands-on outdoor experiences How the team created and rapidly expanded a program offering free outdoor classes, resulting in 700 sessions and serving over 4,000 kids in a year Why the artificial reef project, featuring the SS United States ocean liner, will make the area an internationally recognized dive destination Collaborations and strategic partnerships that have fueled product development and positioned Destin Fort Walton Beach for year-round tourism Lessons Jennifer and Alex have learned about turning ecological challenges into memorable and marketable visitor experiences Expanding Beyond Traditional Tourism Marketing Historically recognized for its crystal-clear waters and white sand beaches, Destin Fort Walton Beach has long attracted vacationers seeking a quintessential Florida getaway. But as the tourism market grew more competitive, especially against all-inclusive options like cruise vacations, Jennifer Adams realized something had to change. This insight spurred the creation of a coastal and natural resources team, making their tourism office one of the few in the U.S. with in-house marine and forestry biologists, aimed at protecting and enhancing the very environment that draws visitors. Free Outdoor Classes Fueling Family Connection One of the standout programs redefining the visitor experience is the Little Adventures initiative. Recognizing statistics that highlight children's lack of outdoor engagement, Jennifer and her team built a brand promise: "get kids outside on the water to give their adventure side room to grow". Through this program, local experts, including fishing guides, dive instructors, and even astronomers, offer free hands-on classes to vacationing families. What began with 70 sessions in 2021 exploded to over 700 in a single season, reaching more than 4,000 kids. This investment brought significant returns for the community, circulating an estimated $4 million back into the local economy, while giving families a broader, authentic experience that's hard to replicate elsewhere. Partnership, Collaboration, and Global Reach Collaboration is foundational to every initiative. Regionally, Destin Fort Walton Beach works closely with seven other Florida Panhandle counties via the Northwest Florida Tourism Council, pooling resources for international marketing and product development. Partners like Yamaha and the Woods Hole Oceanographic Institute have also joined artificial reef efforts, while the "Ask a Scout" feature on the destination's website connects incoming families with local moms to provide real, trusted advice. "We all work collectively," Jennifer emphasizes, ensuring that local character, environmental strength, and visitor experiences remain connected. Resources: Website: https://www.destinfwb.com/

  • #478
    May 27 · 41 min

    478. Using AI to Transform the Visitor Experience, with Michael Herrmann

    On this episode of Destination on the Left, I talk with Michael Herrmann, President and Founder of Tour Connect AI. Michael shares how operating a bike rental company in Sydney, Australia, led him to develop a technology to help DMCs become more efficient. You'll hear why Michael believes AI won't replace the human touch in tourism, it will amplify creativity, improve collaboration, and drastically improve efficiency. What You Will Learn in This Episode: How Michael transitioned from a technology consultant to founding a bike tour company in Australia, then creating Tour Connect AI Why understanding regional differences and customer behaviors is critical when adapting across global tourism markets How using AI allows tour operators to focus more on human-centric tasks, such as building relationships Why rapid response to itinerary requests significantly increases booking conversion rates How AI-driven collaboration supports efficiency and customer experience How Tour Connect uses AI integration to build better customization Why AI in tourism is set to democratize advanced technology for organizations of all sizes From Hands-On to Digital Solutions Michael began his career as a technology consultant with Ernst and Young, but a leap to starting a bicycle tour company in Sydney, Australia, opened his eyes to the complexities of tourism operations. His American roots and European business model faced unique challenges in the Australian market, though travelers stayed longer and booking patterns were drastically different. This experience exposed Michael to the inefficiencies in the travel industry, especially for DMCs and inbound tour operators who juggle thousands of suppliers and use outdated processes. These operational bottlenecks, combined with the travel industry's dependence on static annual contracts, paper forms, and institutional knowledge, inspired Michael to found Tour Connect, which aims to streamline collaboration through technology and, eventually, AI. Breaking Down AI-Powered Itinerary Building The industry conversation about AI usually focuses on generic tools like ChatGPT. Michael stresses that genuine transformation only comes from integrating AI into the actual business environment. Tour Connect's approach uses a company's real supplier contracts, negotiated rates, and established relationships. By tapping into existing booking systems, AI can pull all necessary information—dates, guest counts, preferences, allergies—and compose an accurate, bookable itinerary with remarkable speed and consistency. Collaboration and Speed Speed isn't just a matter of convenience, it's a key driver of conversion. Failing to respond to a group itinerary request within 24 hours can result in a devastating 40% drop in the likelihood of booking. With travelers often sending concurrent requests to operators in various destinations, it's the fastest, most polished reply that captures their imagination first, building anticipation and attachment to a particular place. AI-powered workflow automation enables faster supplier confirmations, quote turnarounds, and itinerary delivery, helping teams to focus on relationship-building rather than firefighting. Resources: Website: www.tourconnect.ai LinkedIn Personal: https://www.linkedin.com/in/michael-herrmann-768ab6/ LinkedIn Business: https://www.linkedin.com/company/tourconnect-llc/

  • #477
    May 20 · 40 min

    477. Reinventing Rental Logistics and Customer Experience, with Jason Bullock

    On this episode of Destination on the Left, I talk with Jason Bullock, Founder of Bodhisys and owner of Carolina Rides, about how delivering excellent customer service depends on systems and processes that support the many moving parts of reservations, inventory, and deliveries. He shares why he developed Bodhisys, a reservation management system tailored for the unique needs of rental businesses, optimizing everything from inventory management to delivery efficiency. Listen in as we discuss the importance of streamlined operations in creating exceptional customer experiences and fostering industry collaboration. What You Will Learn in This Episode: How Jason transitioned from a background in logistics and packaging to owning and operating multiple vacation rental and bike businesses Why customer service and efficient logistics are crucial for success in the rental industry Challenges Jason faced with existing reservation and booking platforms, and how this led to the creation of Bodhisys How Bodhisys uses technology to streamline inventory, delivery logistics, and communications, to provide a better customer experience Why seasonal pricing and adaptability in operations are important How Jason is partnering with competitors through technology and shared platforms to uplift the industry as a whole What impact technology-driven efficiencies have on customer satisfaction, repeat business, and overall profitability in the rental space The Art and Logistics of Rentals When most people think of the travel industry, glamorous destinations and dazzling activities come to mind. But Jason's world is more about the nitty-gritty of inventory management, deliveries, and keeping up with vacationers' evolving needs. His business delivers thousands of bikes and equipment items to vacationers at resorts and private rentals in the Hilton Head and Charleston areas. COVID-19 only magnified these challenges, as business whiplashed from 4% to 140% of historical sales within a week—forcing immediate innovation to keep up with demand and ensure guests received what they needed, when and where they needed it. The Birth of Bodhisys As business boomed, so did complaints—especially from frustrated guests who had trouble finding their rentals amid the sea of bikes and equipment. Seeing that traditional booking software wasn't designed for the logistics-heavy rental of "stuff," Jason was motivated by dissatisfied customers and exhausted employees to build a smarter system. The solution was building Bodhisys, a reservation management system purpose-built for logistics, inventory, and delivery—as opposed to the "activity first" platforms dominating the market. With features like photo geolocation of delivered items, automated customer messaging, and dynamic inventory management. Systems = Better Business, Better Experiences While the technology behind Bodhisys is robust, its true value lies in the ripple effect it creates for business owners and travelers alike. With real-time communications, automated reminders, and demand prediction, operators can plan staffing, adjust inventory, and meet seasonal swings without being blindsided. Importantly, these changes aren't just about operational ease, they have an impact on customer satisfaction. Similar to Amazon's familiar delivery notifications, Bodhisys provides travelers with the same transparency and reliability during their vacations. Which, in turn, leads to happier guests, less on-site confusion, and more repeat business. Resources: Website: https://bodhisys.com/ LinkedIn Personal: https://www.linkedin.com/in/jasonbullock/ LinkedIn Business: https://www.linkedin.com/company/bodhisys/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

  • #476
    May 13 · 35 min

    476. Building Relationships and Long-Term Growth Through Travel Trade, with Rhonda Carges & Jordan Herson

    On this episode of Destination on the Left, I talk with Rhonda Carges, Executive Vice President at TAP, and Jordan Herson, Travel Trade Account Manager at TAP. Together, they share an inside look at the travel trade segment of the tourism industry and explore how destinations can build meaningful relationships with tour operators, meeting planners, media, and buyers. From trade show strategy and FAM tour planning to stakeholder education and long-term relationship building, Rhonda and Jordan discuss how thoughtful collaboration and integrated planning can help destinations create sustainable growth opportunities and stronger industry partnerships. What You Will Learn in This Episode: What travel trade includes and why it plays such a critical role in tourism marketing How destinations can build integrated travel trade strategies that align stakeholders and partners Why relationship building and intentional communication are essential for successful trade show activations How FAM tours help destinations create stronger buyer engagement and measurable results What destinations should consider when vetting buyers and planning trade trade outreach How education supports stronger collaboration between destinations, attractions, and travel professionals Why travel trade should be viewed as a long-term investment rather than a short sales cycle Understanding the Power of Travel Trade Rhonda and Jordan explain that travel trade represents the business-to-business side of tourism, connecting destinations with tour operators, meeting planners, event organizers, and other professionals who sell travel experiences to consumers. While leisure marketing often receives the spotlight, travel trade creates an important pathway for destinations to reach new audiences, including international travelers and organized group markets that may otherwise be difficult to access. The conversation highlights how integrated travel trade strategies require strong communication, clear priorities, and collaboration across partners and stakeholders. For statewide tourism organizations like New York State Division of Tourism, this means coordinating efforts across regions while helping destinations stand out through targeted messaging, relationship building, and strategic engagement opportunities. Creating Meaningful Connections Through Trade Shows and FAM Tours Trade shows remain one of the most valuable opportunities for building long-term industry relationships. Jordan shares how successful trade show activations begin with careful planning, buyer vetting, and alignment around goals, while Rhonda emphasizes the importance of using these events to strengthen authentic human connections across the industry. They also explore the role of FAM tours in helping buyers and media experience destinations firsthand. Jordan explains TAP's approach to FAM planning, and Rhonda adds that FAM tours often provide some of the clearest opportunities for measuring success because destinations can more easily track resulting coverage, itineraries, and future bookings. Education, Collaboration, and the Long-Term Value of Travel Trade Throughout the episode, Rhonda and Jordan return to the importance of education within the travel trade ecosystem. They discuss how destinations must educate not only buyers, but also their own stakeholders and partners about what it means to be "group ready," from accessibility and logistics to creating experiences that work for group travelers. The conversation also reinforces that travel trade is a long-term investment built on trust, consistency, and ongoing communication. Whether attending trade shows, hosting FAM tours, or participating in industry education, destinations that stay engaged and intentional are better positioned to build lasting partnerships and future visitation. Rhonda and Jordan share how follow-up, collaboration, and relationship management often become the deciding factors in turning industry connections into meaningful business opportunities over time. Resources: Website: https://travelalliancepartnership.com/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Showing 1–20 of 20 episodes