On this episode of Destination on the Left, I talk with Andy Clinton, CEO of Visit York County. He discusses why youth sports tourism is so important to his community and how reaching out to other successful destinations for inspiration has helped them build their visitor numbers. Andy also shares the details of the innovative strategies that Visit York County uses to grow traffic to their website, increasing it from 500,000 to over 2 million page views annually.
One of the central themes Andy discussed was the burgeoning field of youth sports tourism. York County’s various state-of-the-art sports facilities, including a nine-court basketball facility and softball complexes, position it as a prime location for national and international sports events. With events like the Adidas 3SSB basketball circuit and the NCAA Cross Country Southeast Regionals, the county has been able to attract substantial hotel bookings.
Andy stressed the impact of accessibility on their success, particularly the convenience offered by the nearby Charlotte Douglas International Airport. This airport’s proximity allows for easy travel, attracting teams and visitors nationwide.
Andy shares how Visit York County collaborates with the York County Chamber of Commerce and the county’s economic development department to build united marketing efforts. Their partnership ensures that they present a cohesive message that promotes the county as a tourist destination and a vibrant community with ample business opportunities.
We also discuss how Visit York County uses geolocation data to provide unique insights to local businesses. By analyzing mobile location data, they can report detailed information about their customer base to restaurant and brewery owners, such as the percentage of visitors from outside the county and the number of different states that customers are coming from. This approach allows stakeholders to see the tangible benefits of tourism and understand its significant impact on their businesses.
A huge part of York County’s strategy has been continuously boosting its digital presence. Visit York County’s website has had an impressive transformation over the past few years, resulting in an impressive increase in traffic from 500,000 to over 2 million page views annually. The key to this impressive growth is in creating engaging short-form video content, great imagery, and digestible blogs. Topics like “Top Five Places to Pick Strawberries” and “Where to Find Santa in York County” have driven traffic and engaged tourists and local residents.
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On this episode of Destination on the Left, I talk with Arturo Gaona, Chief Partnership Officer at Wheel the World. Arturo shares how Wheel the World started with one vision in mind and evolved into a solution for helping visitors of all abilities know what to expect when planning their travels. He shares how Wheel the World collaborates with DMOs to map accessibility features and provide accurate, reliable accessibility information for travelers.
Arturo shares how Wheel the World was born in 2016, when a trip planned with friends, including a wheelchair user, to Torres del Paine in Patagonia exposed the glaring gaps in accessible travel information. The group’s determination led to creating a hiking wheelchair and a crowdfunded expedition, which went viral, catapulting the concept of accessible travel into the spotlight. The overwhelming internet response to their self-filmed documentary inspired Arturo and his friends to found Wheel the World in 2017.
The collaboration with Visit Mesa, a trailblazer in destination accessibility, was Wheel the World’s foray into working with DMOs. Arturo explains how their method helps destination marketers take steps to share their accessible locations with potential visitors:
1. Accessibility Information
Provide accurate and comprehensive accessibility information. Arturo explains that many destinations lack a centralized repository of accessibility data. By mapping the accessibility of over 90 destinations with its Accessibility Mapping System (AMS) app, Wheel the World can provide travelers with the information they need to plan their trips.
2. Booking Solutions
Once accessibility data is collected, the next step is ensuring that travelers can easily book accommodations and services that meet their unique needs. Wheel the World offers a user-friendly platform where accessible travel options are readily bookable, bridging the gap between information and action.
3. Training
Another barrier to accessible travel is hospitality professionals’ lack of knowledge and awareness of interacting with people with disabilities. Wheel the World’s Academy provides training that gives industry professionals the skills they need to provide excellent service, break down invisible barriers, and embed inclusivity. Arturo also discusses how marketers can present the destination in a way that resonates with travelers with disabilities, ensuring they feel welcomed and included.
Arturo emphasizes that DMOs can start by taking small, actionable steps toward inclusivity. The key starting point is to find out a destination’s accessibility information online and then work on continuously improving accessibility.
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On this episode of Destination on the Left, I talk with Nikita France, Founder of Travel Agent Collective, who shares her story of how she helps travel agents build their businesses by building their personal brand. She offers great actionable advice on how to stand out on social media so you can build authority, confidence, and trust with potential customers.
After consulting for Caribbean hotels and spotting a gap in travel advisors’ marketing strategies, Nikita founded Travel Agent Collective in 2017. Starting as a basic content solution, it has evolved into a comprehensive platform that provides vital marketing tools for travel advisors.
The pandemic posed unprecedented challenges for the travel industry. Launching her company in November 2019, Nikita quickly pivoted her messaging to assist travel advisors in handling client cancellations and rescheduled trips. The conversation around personal branding was never more relevant, as maintaining a strong social media presence during the pandemic proved essential for staying top-of-mind with clients.
Personal branding isn’t just about self-promotion—it’s about building trust and establishing authority in your field. For travel advisors, this means cultivating an authentic presence that speaks directly to potential clients. “People relate to people,” Nikita emphasizes. “A strong personal brand lays the groundwork for authentic connections.”
Nikita advises blending personal content with business updates to reach as many potential travelers as possible. For example, you could share a mix of family photos and client success stories on Facebook. This humanizes your business, making clients feel more connected to you as a person. On Instagram, maintain a conversational tone like speaking to a friend at a cocktail party. And on LinkedIn, focus on thought leadership: share your industry insights and success stories to establish yourself as an authority.
Each social media platform serves a different purpose, and Nikita shares her tips on how you can use each platform effectively as a business.
Facebook: Maintain a business page and use your personal page for broader reach. Share a mix of personal and business content to stay authentic.
Instagram: Use a business profile for better insights. Personal stories can blend with business updates to help you stay top of mind with travelers.
LinkedIn: Approach it as a platform for thought leadership. Share industry insights and behind-the-scenes content to build authority.
Engagement is key to social media’s effectiveness. Nikita stresses that your tone should be conversational, not salesy. Your stories and successes should subtly showcase your expertise without overt selling.
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On this episode of Destination on the Left, I talk with Brian Applegarth, founding chair of the Cannabis Travel Association International and owner of Applegarth Strategies, about the burgeoning interest in cannabis tourism. He describes the four archetypes of this growing target market, and we discuss how destinations should think about their cannabis experience and how to develop it alongside their brand. Brian also shares some case studies of destinations that are innovating with cannabis experiences right now.
With over 70 million Americans interested in cannabis tourism, Brian shares the importance of understanding the varied subgroups within this demographic. His insights into what kinds of travelers are interested in exploring cannabis culture help DMOs create targeted marketing and refine their strategies to better attract this rapidly growing group. From the ‘canna-curious’ to the ‘transformative/ceremonial traveler,’ understanding these traveler personas enables more precise, meaningful engagement.
Brian outlines four distinct archetypes that highlight varying niches of cannabis engagement and interest:
1. Canna-Curious: Individuals who are interested in exploring cannabis experiences but aren’t necessarily consumers.
2. Cannabis Wellness: People focused on enhancing their quality of life and well-being through cannabis.
3. Cannabis Connoisseurs: Enthusiasts who are interested in the intricacies of cannabis cultivation and different varieties.
4. Transformative/Ceremonial Traveler: Those seeking spiritual or consciousness-expanding experiences through cannabis.
Understanding these subgroups is crucial for destinations aiming to effectively cater to the diverse needs and preferences of cannabis tourists.
Brian emphasizes the power of data in creating successful cannabis tourism strategies. His data-driven approach allows destinations to design engaging and personalized cannabis experiences. We dig into the details of Brian’s work with destinations like Travel Santa Ana, with its 30 cannabis shops and how they collaborate with a local cannabis farm, or Oakland’s ‘Visit Oakland’ cannabis trail which stands out by combining lounges, shops, and equity-focused activities, promoting diversity and inclusion in the cannabis industry.
As cannabis legalization spreads, destinations can innovate with creative cannabis-centric experiences. The synergy with craft beverages, especially in agriculturally rich regions, offers destinations really exciting prospects and the integration of cannabis has huge potential for capturing the imagination of a new group of visitors. Brian highlights the importance of collaboration and an inclusive approach that respects local cultures and histories.
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