On this episode of Destination on the Left, I talk with Clare Marie Ritter, Motorcoach Coordinator at the historic Penn Wells Hotel and Lodge in rural Pennsylvania. She shares her experience positioning a smaller, less well-known destination. We talk about the foundations of successful collaborations and why building a supportive network has been crucial to her success. Clare brings vivid examples of successful collaborations, from multi-state itineraries to connecting with neighboring museums, that prove even “off the beaten path” destinations can thrive with teamwork and creative thinking.
What You Will Learn in This Episode:
- How Clare Marie Ritter found her way into the tour and travel industry through volunteering and local connections
- Why positioning a rural destination requires creative marketing strategies, including focusing on attractions and experiences
- What collaborative partnerships across borders (including state lines) look like, and how Clare uses those relationships to build group itineraries
- How thinking outside the box has helped Clare identify unique attractions that appeal to group travelers
- Clare creates fresh itineraries and creative connections in a rural area
- Best practices when establishing collaborations and building genuine personal connections
Expanding Itineraries
Clare’s passion for history and her beginnings at a local motel led her down a path of helping visitors discover the hidden corners of her rural Pennsylvania home. She realized that promoting a hotel meant first selling the destination itself. After all, you can have the best, most fancy property in the world, but without a reason to come, your marketing is going to fall on deaf ears.
Clare recognized the need to think outside the box by promoting local attractions and extending the visitor journey. She formed partnerships with unique local experiences, including a horse-drawn wagon ride through the canyon, small maple producers, and boutique chocolate factories, then widened her lens, working with regional attractions across state lines. She built partnerships with attractions like the Corning Museum of Glass, just 45 minutes away, reaching into New York for collaborative opportunities.
The Power of Networks and Creative Collaboration
Networking and partnerships play a major role in the success of rural tourism. For Clare, professional networking at organizations like the American Bus Association and regional groups provides contacts, ideas, and new opportunities. You never know where the next fruitful partnership might come from.
One standout example is an itinerary co-created with counterparts in Corning and Jamestown, NY, and Coudersport, PA. Together, these small destinations developed a loop that incorporated art, comedy, local history, and natural beauty. Selling this unique cross-state experience has opened doors and filled itineraries with unexpected connections.
Looking Ahead: Innovation and Nostalgia
With renewed interest in nostalgic travel and more experiential, off-the-beaten-path destinations, Clare is excited about her latest project, which is developing a Route 6 motorcoach itinerary to showcase small towns along this historic road. This initiative dovetails perfectly with America’s 250th anniversary, offering travelers fun themed journeys full of history and local flavor.
Resources:
- Website: pennwells.com
- LinkedIn Personal: https://www.linkedin.com/in/clare-marie-ritter-0a4306237/
- LinkedIn Business: https://www.linkedin.com/company/wellsboro-hotel-company/
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On this episode of Destination on the Left, I talk with industry leaders from across the country at the American Bus Association’s Marketplace 2026 in Reno, Nevada, to uncover what’s next for destinations, attractions, and travelers. You’ll hear from Josef Kruger of US Ghost Adventures, Aisha Jones of Mystic Seaport Museum, Jana Carter from Visit Annapolis, Kay Calzolari of Visit Winston Salem, Meredith Dollevoet from Cartersville Museum City, Jim Vozzella with 360Chicago, and Debra Tassone from Discover Long Island. Together, they share fresh insights on how storytelling, immersive activities, and hands-on programming are reshaping group experiences.
In this episode, you’ll hear from these industry leaders:
- Josef Kruger: https://usghostadventures.com/
- Aisha Jones: https://mysticseaport.org/
- Jana Carter: https://www.visitannapolis.org/
- Kay Calzolari: https://www.visitwinstonsalem.com/
- Meredith Dollevoet: https://cartersvillemuseumcity.com/
- Jim Vozzella: https://360chicago.com/
- Debra Tassone: https://www.discoverlongisland.com/
What You Will Learn in This Episode:
- How group travel experiences are evolving to focus on immersive storytelling and hands-on engagement
- Strategies for collaboration between destinations, attractions, and local partners
- Trends shaping group travel for 2026, including wellness-focused itineraries and multi-generational groups
- How destinations and attractions are using customizable programming to add value and create memorable moments for visitors
- Why DMOs and attractions are bundling experiences and aligning their offerings to appeal to new travel trends
- Innovative approaches organizations are using to keep travelers engaged before, during, and after their visits
- How getting involved with associations like the ABA contributes to building enduring relationships and fostering continuous growth in the travel industry
Innovation Through Collaboration
Collaboration is no longer a “nice to have”. It’s mission-critical critical. Guests stress the importance of teaming up with regional partners, DMOs, and local organizations. By curating joint itineraries, sharing resources, and feeding each other’s strengths, destinations can offer more complete and compelling travel experiences.
Kay Calzolari of Visit Winston Salem shares how investing in personal relationships with nearby towns and attractions has enabled her to offer valuable regional itineraries, extending stays, and enhancing visitor value. This collaborative spirit isn’t just about logistics, it’s about approaching every partner as part of a larger community, working together to create seamless, memorable journeys for guests.
Trends Driving Group Travel
With the approach of major milestones like America’s 250th anniversary in 2026, destinations are getting creative. Thematic travel is gaining traction, from wellness retreats and service-oriented projects to festivals and Be Revolutionary experiences, as Jana Carter describes for Annapolis. Operators are increasingly tapping into local culture, outdoor recreation, and even culinary partnerships.
Museums are stepping up with exhibits that go beyond static displays. As Aisha Jones discusses, Mystic Seaport Museum is bringing in unique traveling exhibits, like shipwrecks recreated in LEGO, and launching virtual educational programs to grow engagement beyond the museum’s walls.
The Power of Networks
At the heart of this evolution is the network effect. ABA Marketplace events and similar gatherings have become essential for building lasting industry relationships. Whether it’s a first-timer bonding over shared experiences or seasoned pros joining councils and volunteer teams, the connections made drive both business and inspiration.
As several guests reflect, returning to these conferences is like coming home—reconnecting with peers, learning from each other, and growing together.
Resources:
- Josef Kruger: https://www.linkedin.com/in/jlkdreams/
- Aisha Jones: https://www.linkedin.com/in/aishamjones/
- Jana Carter: https://www.linkedin.com/in/jana-carter-b01b8160/
- Kay Calzolari: https://www.visitwinstonsalem.com/sites/default/files/2024-11/Kay%27s%20Profile%20Sheet
- Meredith Dollevoet: https://www.linkedin.com/in/meredith-dollevoet-62413615/
- Jim Vozzella: https://www.linkedin.com/in/jim-vozzella-b53a7416/
- Debra Tassone: https://www.linkedin.com/in/debra-tassone-upward/
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This episode of Destination on the Left is a special roadshow edition recorded live at the American Bus Association’s Marketplace 2026 in Reno, Nevada. I’m joined by a fantastic group of industry leaders to hear first-hand how collaboration is playing a critical, mission-driven role in the future of group travel, moving beyond a “nice-to-have” and becoming essential for success. My guests discuss the economic impact of group travel and the importance of restoring cross-border connections between the U.S. and Canada, to creative regional itineraries, and share ideas for navigating the political and economic headwinds facing the industry.
In this episode, you’ll hear from these extraordinary leaders:
- Fred Ferguson: https://www.buses.org/
- Terry Fischer: http://tcsbus.com/
- Patricia Cowley: https://pabus.org/
- Jim Warren: https://www.andersonvacation.com/
- Stacey David: https://www.metrowestvisitors.org/
- Todd Read: https://www.gosoin.com/
- Whitney Lubbers: https://visitduboiscounty.com/
What You Will Learn in This Episode:
- How ABA’s leadership is addressing current challenges in group travel, including restoring the crucial relationship between the U.S. and Canada
- Why collaboration between industry partners, including operators, suppliers, associations, and destinations, is mission-critical for the future of group travel
- Trends are shaping group travel in 2026 and beyond, such as the rise of experiential itineraries, smaller group sizes, and the impacts of major events like the FIFA World Cup and MA250
- How regional and cross-border partnerships are creating unique travel experiences and tour products that benefit entire ecosystems, not just individual destinations
- Collaborative initiatives, such as Tour in 64 are demonstrating the value of teamwork
- How industry organizations like ABA can accelerate personal and professional growth
The Future of Group Travel is Collaboration
The ABA 2026 Marketplace is filled with optimism, but nobody shies away from today’s realities. Fred Ferguson sets the stage by underscoring the economic importance of group travel—$158 billion in economic output and 800,000 jobs in North America.
The entire travel flywheel, operators, destinations, restaurants, and attractions, only spins when everyone works in sync. Fred Ferguson and Terry Fischer both stress that now, more than ever, strategic alliances and industry unity are essential for lasting impact. It’s no longer enough to operate in silos. As Terry puts it, “It takes a village,” and internal and external collaboration are the most important ingredients in weathering disruptions, from politics to pandemics.
Collaboration in Action
My guests also share what deep collaboration looks like in practice. Across the group travel ecosystem, leaders are getting creative. We hear how DMOs are embracing regionalism, and Todd Read from SoIN Tourism and Whitney Lubbers of Dubois County described how Tour in 64, a partnership among destinations along Interstate 64, helps smaller markets punch above their weight. By pooling marketing budgets, sharing top experiences, and even jointly running an ABA booth, collective impact outweighs any competition for hotel nights.
With mega-events like the FIFA World Cup and MA250 (America’s 250th anniversary) on the horizon, Stacey David detailed how municipalities, nonprofits, small businesses, and big attractions can co-create fan zone festivals that benefit everyone. Every stakeholder has a seat at the table for shared successes.
The Power of Relationships
The ABA conference is a great way to build relations, get involved, and engage with others in the travel and tourism industry. Jim Warren of Anderson Vacations credits strong partnerships as the industry’s lifeblood, helping everyone survive the inevitable economic and political storms.
Those connections are formed and deepened at conferences like ABA Marketplace. Investments in community, from Women in Buses initiatives to association days, make all the difference for newcomers and veterans alike. Leaders are putting collaboration-first strategies in place—whether it’s regional joint marketing, creating new products, or advocating for the sector at the policy level.
Resources:
- Fred Ferguson: https://www.buses.org/staff/fred-ferguson-mba-ms/
- Terry Fischer: https://www.linkedin.com/in/terry-fischer-31895b122/
- Patricia Cowley: https://www.linkedin.com/in/pcowley/
- Jim Warren: https://www.linkedin.com/in/jim-warren-1b2b59187/
- Stacey David: https://www.linkedin.com/in/stacey-david-940a214/
- Todd Read: https://www.linkedin.com/in/todd-read-182ab73a/
- Whitney Lubbers: https://www.linkedin.com/in/whitney-lubbers-07374360/
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On this episode of Destination on the Left, I talk with Maureen Wheeler, Deputy Director of Livingston County Economic Development, and Tourism Director Ashley Comeau to discuss the strategic moves Maureen’s department made to bring tourism under the same roof as economic development. We talk about business retention and expansion, building robust small destinations, and why visitor spending is critical for rural areas. Ashley and Maureen also share more about the business plan contest designed to attract breweries, restaurants, and experiential businesses to the area, and how that initiative has created a pipeline of businesses for the county, leading to multiple collaborations.
What You Will Learn in This Episode:
- How Maureen and Ashley’s organizations collaborate in Livingston County to build a stronger local economy
- Why visitor spending is critical to sustaining small businesses and downtowns in rural areas
- Challenges Livingston County faced around having enough assets and experiences to keep visitors longer
- How the business plan contest process worked and why collaboration, even within a competition, was key to its success
- Why the Libation Loop became a flagship example of coopetition among local beverage businesses, and how it engaged both visitors and residents
- How branding and product development, including the launch of the LivCo identity, have helped locals embrace Livingston County as a place to be proud of
- Strategies Maureen and Ashley use to manage partnerships and set up collaborations for long-term success
Economic Development Meets Tourism
Livingston County’s approach combines economic development and tourism efforts under one umbrella. This partnership creates what Maureen calls a virtuous cycle where tourism enhances local life and attracts new businesses, while a strong economy supports a better visitor experience. The end result is a coordinated push to grow both visitor spending and local prosperity, particularly critical for rural areas where businesses rely heavily on both types of revenue.
Creativity in Addressing Core Challenges
Like many rural destinations, Livingston County faces the challenge of needing more assets to promote, as Ashley explains. Visitors come to the area for headline attractions such as Letchworth State Park, but the county needs more restaurants, breweries, and experiential activities to encourage longer stays.
This is what led to the business plan competition, a creative, strategic initiative designed to fill these gaps. By zeroing in on the types of experiences visitors crave (breweries, restaurants, indoor recreation), Livingston County has fueled a pipeline of new businesses, enriching the fabric of the destination. What sets this competition apart is its collaborative nature: participants go through entrepreneurship training together, forging connections and partnerships that last well beyond the contest itself.
The Story of the Libation Loop
One standout example of coopetition is the Libation Loop, a craft-beverage trail that began with a targeted competition to attract breweries. Rather than isolating single businesses, the team aimed to launch several breweries at once, strategically positioning them to link Livingston County to the wider Finger Lakes craft scene.
What surprised the organizers most was the spirit of collaboration among the brewers, who supported one another while offering insights and partnership opportunities. As breweries opened and the trail matured, the baton was seamlessly passed to tourism to promote the new collective asset. The Libation Loop now features 12 participants (breweries, wineries, distilleries, and cideries) and is a highly sought-after product for visitors and locals alike.
The involvement of local artists in designing the Loop map and branded merchandise has further strengthened pride and sense of place, with residents even adopting the “LivCo” brand into business names. It’s not just about attracting tourists—it’s about creating a community locals want to be part of.
Resources:
- Website: https://www.visitlivco.com/
- https://www.linkedin.com/in/maureen-wheeler-506685a0/
- https://www.linkedin.com/in/ashley-freeman-comeau-pmp-a710597/
- https://www.linkedin.com/company/livingston-county-economic-development/
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