On this episode of Destination on the Left, I talk with Amir Eylon, CEO of Longwoods International; Debra Ross, author of “The Eclipse Effect” and founder of Kids Out and About; Jean Mackay, Deputy Director of the Erie Canalway National Heritage Corridor; and Jennifer Miller, Domestic Tourism Manager for Visit Detroit. Our discussion is all about how events and major milestones, from sporting events and festivals to milestone anniversaries, can become catalysts for future tourism growth and regional transformation.

The panel shares their perspectives on the importance of preparation, partnerships, and long-term thinking, and you’ll hear some practical strategies for maximizing the economic impact and future opportunities that come with hosting special events, no matter the size of your organization or your budget.

What You Will Learn in This Episode:

• How communities can strategically use major events and milestones as catalysts for economic development and future tourism growth
• Why early preparation and diverse partnerships are critical to successful event planning
• What recent research from Longwoods International reveals about American travelers’ interest in events like America 250, FIFA World Cup, and the Route 66 Centennial
• How organizations have expanded their reach and strengthened community identity by leveraging large-scale events
• Why building partnerships creates lasting benefits that extend far beyond the event itself
• How event-driven connections foster long-term collaboration and resilience within communities
• Practical strategies panelists recommend for marketing events, engaging stakeholders, and sustaining the momentum for future opportunities

The Power of Preparation

One recurring theme across the panel was the vital importance of preparation. Debra Ross, who spearheaded Rochester’s Eclipse Task Force explains that the most successful community events begin years in advance—sometimes long enough that people question your sanity! Preparation isn’t just about logistics. It’s about building community cohesion, nurturing enthusiastic leadership, and forging trust among diverse stakeholders. Healthy, resilient communities pull together early, overcoming skepticism, and allow space for a diverse range of voices and ideas. This diversity not only fuels creativity but also ensures that the event, and the connections it forges, resonate widely and last well beyond a single day.

Events as Economic Engines

Events have dramatic potential to spark economic growth, but the benefits often extend far past the event itself. Jean Mackay shared how the Erie Canalway National Heritage Corridor’s bicentennial celebration was an investment in the region’s future. Research revealed that events generate close to a billion dollars in annual economic activity along the canal. Armed with this knowledge, the Corridor’s leadership expanded event sponsorship and created a marketing toolkit that united diverse partners under a single, cohesive brand.

Similarly, Jennifer Miller details how Detroit has used sporting events—from the Super Bowl to the NFL Draft—to redefine its narrative as a vibrant, thriving city. Major events attracted international media, generated significant direct spending, and opened doors for future meetings, conventions, and leisure tourism, including bringing 775,000 people for the NFL Draft and more than $213 million in economic impact.

Building and Sustaining Partnerships

The secret sauce to transformative events lies in partnership. Whether through building a local host committee (a model started by Detroit and adopted by major sporting events nationwide) or cross-sector collaborations, successful organizers emphasize inclusivity and empowerment. Empowering organizations to run with the baton rather than wait for someone else to lead amplifies the reach and relevance of milestone events.

These connections aren’t just temporary. Debra shares how networks forged through eclipse planning served her community during a subsequent ice storm emergency, emphasizing the long-term value of partnerships. The American Astronomical Society’s National Eclipse Task Force, for example, expanded their partnerships beyond scientists to include tourism, the arts, and transportation, strengthening future capacity and cross-pollination.

Resources:

• Website: https://travelalliancepartnership.com/
• https://travelalliancepartnership.com/events/events-major-milestones-community-conversation/

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On this episode of Destination on the Left, I talk with Jalsa Urubshurow, CEO and Founder of Nomadic Expeditions. Jalsa shares the story of how he co-founded one of Mongolia’s most significant cultural events, the Golden Eagle Festival, held annually in the country’s remote West. Drawing on his background as the child of Mongolian refugees and his decades of experience bridging entrepreneurship and heritage, Jalsa shares firsthand stories about partnering with local communities and creating initiatives that drive economic growth while protecting Mongolia’s unique natural and cultural assets.

What You Will Learn in This Episode:

• How Jalsa pioneered luxury adventure travel to Mongolia and developed Nomadic Expeditions as a catalyst for sustainable tourism
• How tourism builds community empowerment and cultural preservation in Mongolia
• What inspired the revitalization of the Golden Eagle Festival, transforming a dying tradition into a thriving cultural event
• How sustainable tourism practices are woven into every aspect of the guest’s business, including conservation, guide training, and eco-conscious hospitality
• How local partnerships support Mongolian culture, economy, and educational initiatives
• What challenges and opportunities exist for tourism infrastructure in Mongolia, and how access impacts the growth of the industry
• How Jalsa’s deep-rooted passion and commitment to authenticity guide his leadership and vision for responsible travel

Pioneering Luxury Adventure and Cultural Revival

By the early 1990s, as Mongolia emerged from seven decades of Soviet influence, Jalsa was invited to play a pivotal role in reimagining the nation’s future. Tasked by Mongolia’s first democratically elected Prime Minister to advise on tourism, he saw an opportunity to chart a new course that blended economic progress with the revitalization of Mongolian heritage.

Jalsa founded Nomadic Expeditions in 1992, and unlike operators who prioritized mass-market tourism, Jalsa focused on high-value, low-impact travel experiences. His approach was to bring discerning travelers, scientists, and educational groups to Mongolia, sharing the country’s pristine wilderness and nomadic culture. Collaborations with institutions like Harvard, Stanford, and the American Museum of Natural History emphasize the importance of education, research, and immersive connection.

Saving a Vanishing Tradition with the Golden Eagle Festival

One of Jalsa’s most popular initiatives is the Golden Eagle Festival, co-founded in 1999 in Western Mongolia’s Bayan-Ölgii province. Here, the art of eagle hunting, a 2,000-year-old Kazakh tradition, was on the brink of extinction, with fewer than 20 practicing families remaining. Through the festival, Jalsa and local partners sought not just to encourage tourism, but to spark a cultural renaissance.

The result exceeded all expectations, and today, over 300 eagle hunter families participate, with a new generation of practitioners, many under 30, including remarkable young women, restoring pride and purpose to a once-fading heritage. Now recognized by UNESCO as an intangible cultural treasure and featured on Time magazine’s World’s Greatest Places list, the festival shows how sustainable tourism can simultaneously drive economic growth and revitalize events of cultural importance.

Championing Community-Driven Tourism

Jalsa is all about empowering local ownership and pride. Local guides are “culture bearers,” not mere tour operators, sharing traditions learned as children. Investments in musical schools, architectural authenticity, and capacity-building ensure communities shape their future and reap tourism’s rewards. Ultimately, as Jalsa says, the best advertising and promotion we can do is word of mouth and personal referral.

Resources:

• Website: https://www.nomadicexpeditions.com/
• LinkedIn Personal: https://www.linkedin.com/in/jalsa-urubshurow-a65ba046/
• LinkedIn Business: https://www.linkedin.com/company/nomadic-expeditions-inc-/

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!

On this episode of Destination on the Left, I talk with Debra Ross, author, community engagement advocate, and entrepreneur. We talk about her recent book, The Eclipse Effect: How to Seize Extraordinary Moments to Build Strong Communities, and how it was inspired by planning for the 2024 total solar eclipse. Drawing from her experience planning for the 2024 total solar eclipse and spearheading community engagement initiatives. Debra also shares her practical strategies for turning extraordinary events into lasting networks.

What You Will Learn in This Episode:

• How Debra transitioned from a marketing technology background to becoming involved in the travel industry
• Why major catalysts have the power to bring communities together and create networks
• The principles Debra has identified for building strong communities
• How defining success up front and celebrating milestones can lead to lasting impact beyond a single event
• Why diversity in community groups is essential for effective network creation
• Strategies Debra recommends for building social capital through deliberate introductions and curiosity
• How ordinary people can step into leadership roles and inspire others within their communities

Leadership, Connection, and Diversity

Debra discusses why leadership in the context of connection is profoundly anti-authoritarian. Leaders aren’t dictating directions, they’re connecting people of varying backgrounds, interests, and skills, deliberately bridging gaps to foster collective action.

The magic happens when we bridge social capital intentionally by introducing people who might otherwise never meet. Debra calls her approach “painfully cheerful,” but stresses that making connections is hard work, leaders have to be persistent and positive, making it fun and inspiring for participants.

Redefining Success and Embracing Failure

We talk about redefining what success looks like in community efforts. It’s not always attendance numbers or flawless execution, sometimes, events like the eclipse don’t deliver perfect conditions—clouds marred Rochester’s 2024 eclipse, yet years of preparation created a network and impact that extended far beyond a single day. Success is in the invisible connections and the tendrils of connection that outlast any temporary event.

Disappointments, such as post-event letdown, logistical setbacks, or difficult challenges, also have value when viewed through the lens of community learning and resilience.

Creating Lasting Impact with Everyday Leadership

Anyone can be a community leader, you don’t need official authority or a title. What leadership means is being curious, seeking out others, and intentionally knitting networks that support your community, whether for a major event or to respond quickly to emergencies. Redefine leadership as connecting, celebrating successes (big and small), and embracing failure as a growth opportunity.

Tune your radar to notice moments of momentum, positive or negative, and by connecting diverse people around them, you help build something greater than the sum of its parts.

Resources:

• Website: https://www.kidsoutandabout.com/
• The Eclipse Effect: How to Seize Extraordinary Moments to Build Strong Communities by Debra Ross

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!

On this episode of Destination on the Left, I talk with communication and leadership specialist Dayne Whitehurst, and author of “Empathy Impact: The Wild Effects of Kindness in Action”. She explains why communication is central to building collaborations, developing relationships, and driving sales. Dayne also explains how personal triggers can get in the way of our communications and provides strategies for identifying and pushing past those triggers.

What You Will Learn in This Episode:

• How Dayne became an expert in communication and de-escalation
• How recognizing and addressing triggers helps move conversations and collaborations forward
• What “experiencemanship” means and why it matters
• How self-awareness forms the foundation of strong leadership and partnerships
• Why habitual phrases with negative connotations can unconsciously undermine our intentions, and what to say instead
• How to lead difficult conversations with appreciation and validation to create a safe environment and produce positive outcomes
• Strategies Dayne recommends for building empathy in professional relationships and inviting authentic, supportive dialogue

Building Trust Through “Experiencemanship”

The tourism industry is fundamentally built on relationships, whether it’s with team members, clients, or partners. For Dayne the secret to success isn’t just salesmanship, but what she calls “experiencemanship”—the art of prioritizing the experience and needs of the other person over your own agenda.

Effective leaders and sales professionals focus on what matters to the customer or partner, rather than getting bogged down in their own organization’s goals. This mindset is especially crucial when communication channels are limited to calls, emails, or virtual meetings, settings where body language and other cues can be lost.

Recognizing and Navigating Triggers

One of the biggest obstacles to effective communication isn’t always what’s said, but what’s felt. Dayne points out that we all bring triggers and unconscious biases into our interactions, our past experiences, expectations, and interpretations that color the way we hear and respond to others.

Consider those moments of frustration, when a colleague misses a deadline, or a collaborator isn’t as engaged as we’d like. Instead of spiraling into negative assumptions, Dayne encourages people to ask themselves if you know their whole story? Because often when people don’t show up as we’d expect, it’s a reflection of their stress or challenges, not about us at all. Becoming aware of these internal triggers and learning to step back is a crucial step to letting go of the need to control the outcome of every interaction.

The Power of Empathy and Self-Awareness

Empathy isn’t just for the benefit of others, it’s also a practice of giving ourselves grace and stepping out of the cycle of reactivity. By pausing to consider another’s perspective, asking what might be going on behind the scenes, and validating their experience, we transform difficult conversations into opportunities for real connection.

Self-awareness is key here. Recognizing your own default responses, strengths, and limitations—such as the tendency to “do it all” or react defensively, enables you to respond thoughtfully rather than reflexively. This makes you not only a better communicator but a more effective team player and leader.

Navigating Difficult Conversations

Difficult conversations are inevitable, especially in more tricky collaborations where not everyone can give equally. Dayne advises people to always begin with genuine appreciation, thank their partner for raising their perspective, recognize their efforts, and approach the conversation with openness rather than defensiveness.

Offer validation by reflecting back their feelings or experience, and only express your own point of view if it’s constructive for the partnership. This approach turns conflict into an opportunity for growth rather than a battleground for proving a point.

Resources:

• Website: www.Daynewhitehurst.com
• Instagram: https://www.instagram.com/daynewhitehurst/
• LinkedIn: https://www.linkedin.com/in/Dayne-whitehurst/

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!

On this episode of Destination on the Left, Joshua Harrell, Chief Revenue Officer at WorldVia, joins me to discuss the evolution of travel advisors in the United States in a post-pandemic world. Joshua shares his insights on how content creation can help travel advisors build their businesses, and he offers some fantastic practical tips for sharing great content with your audience.

What You Will Learn in This Episode:

• How Joshua transitioned from a background in marketing and entrepreneurship into the travel advisor industry
• How the travel advisor profession has evolved to provide personalized value for travelers
• What content creation means for travel advisors and how becoming a content creator at any level can help build an audience and demonstrate expertise
• How Joshua encourages travel advisors to overcome the fear of content creation with his mantra: “get going, get smart, then get good”
• Why he advises advisors to align their business with personal passion and interests
• How collaboration between travel advisors and supplier partners leads to mutual business growth
• Marketing systems and foundational strategies Joshua recommends to help advisors streamline their marketing

The Modern Travel Advisor

Once upon a time, the idea of a travel agency conjured images of mall storefronts and swivel chairs. But today’s travel advisor is a totally different breed, part consultant, part marketer, and 100% expert.

Pre-2020, many Americans believed DIY online booking made travel advisors obsolete. But it was really the post-pandemic world that revealed just how valuable a travel professional can be. Whether unraveling complex travel restrictions or finding that off-the-beaten-path experience, advisors offer insider knowledge and advocacy that algorithms simply cannot replicate.

Building Authority and Community

Successful advisors aren’t just travel experts; they’re also storytellers, educators, and digital community builders, whether they do it by sending curated newsletters, going live on platforms like TikTok and YouTube, or sharing firsthand travel experiences on social channels.

Don’t be fooled into thinking only “influencers” can play the content game. Most successful travel advisors are content creators at some level. The key is helping potential clients see not just what you know, but how you think, your personality, experience, and specializations shining through. Start where you’re comfortable, learn as you go, and trust that consistency breeds improvement and audience growth. The perfect lighting or equipment can wait. What matters is showing up and sharing your expertise.

The Secret Sauce for Sustainable Growth

The real magic happens in collaboration. Joshua backs this up with real stories, discussing the power of reaching out to suppliers, account managers, and fellow advisors. Whether joining mastermind calls, exploring new product lines, or simply sharing best practices, these partnerships unlock opportunities you might never have considered.

He shares an example of an advisor who built a thriving business creating group trips for botanical societies, all sparked by a single phone conversation with a tour operator’s representative.

Resources:

• Website: https://worldviatravelnetwork.com/
• LinkedIn Personal: https://www.linkedin.com/in/joshuaharrell/
• LinkedIn Business: https://www.linkedin.com/company/worldvia/

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!

On this episode of Destination on the Left, I talk with Dan Flores, Head of Tourism at Satisfi Labs, all about using AI in the travel industry. We discuss how conversational artificial intelligence can help drive revenue and operational efficiency, and Dan offers real examples of where this AI is being deployed and how it has had real impacts. We also talk about adoption rates of AI within the tourism industry, and Dan shares a framework for approaching this new technology in your organization.

What You Will Learn in This Episode:

• How Dan Flores transitioned from a long career in tourism operations to leading strategy in conversational AI at Satisfi Labs
• Why understanding operational efficiency is important when adopting new technology in the tourism industry
• What conversational AI can do to improve visitor experience and drive revenue
• How changes in consumer behavior and expectations are encouraging the tourism industry to embrace AI-powered solutions
• Why it’s important to identify pain points and define goals before implementing AI technology in your organization
• Examples of real-world successful AI adoption, including collaborative projects like Connected City and integrated chatbots for DMOs, attractions, and tour operators
• How a strategic plan and incremental steps can help tourism businesses navigate the AI landscape

The Power of Conversational AI in Tourism

The tourism industry has always relied heavily on storytelling and connection, and Satisfi Labs’ conversational AI platform gives destinations the ability to amplify their story and interact with customers in real-time.

Unlike static websites and traditional ads, conversational AI provides dynamic interactions, it can answer questions, qualify leads, and even facilitate transactions 24/7, in dozens of languages. This delivers not only improved customer service but also a seamless path from inquiry to purchase.

Driving Operational Efficiency and Revenue

Operational efficiency is a cornerstone in the tourism sector, where staff often wear a lot of hats and resources are limited. Satisfi Labs’ conversational agents can automate routine inquiries, freeing up staff to focus on high-value tasks and sales. Using AI turns businesses into round-the-clock operations without needing to scale human teams. A case in point is Dan’s personal experience using a Satisfi Labs chatbot to resolve a ticket issue for a college basketball game in minutes, a process he expected would take much longer.

The technology goes beyond simple customer service. AI-driven agents are also powerful tools for lead qualification, routing sales queries to the right person after gathering the right information, resulting in improved conversion rates and more effective use of resources.

Making AI Work for You

AI adoption is happening at a breakneck pace, so fast that Dan warns companies risk being left behind if they don’t get on board. He suggests tourism businesses create a strategic AI plan that identifies departmental pain points and assesses if AI can offer a solution, then they can decide whether to build in-house or engage a vendor, and start small. This framework helps organizations prioritize efforts, minimize risk, and ensure resources are being used where they matter most.

A key piece of advice is top-down adoption. Leadership should empower staff with resources, education, and freedom to experiment with AI tools, ensuring the culture embraces innovation.

Resources:

• Website: www.satisfilabs.com
• LinkedIn Personal: https://www.linkedin.com/in/dan-flores2022/
• LinkedIn Business: https://www.linkedin.com/company/satisfi-labs/

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!

On this episode of Destination on the Left, Juanita Marois, CEO of Métis Crossing, shares her personal experience in developing a tourism destination tied to her roots as a Métis Indigenous person from Canada. She shares in detail how the destination engages visitors by sharing what makes them special, including the experiences Métis Crossing offers—from paddling down the North Saskatchewan River in voyageur canoes to wandering historic buffalo habitats, indulging in Indigenous cuisine, and soon, relaxing at a uniquely Métis-inspired wellness spa. We also talk about collaboration and how Métis Crossing is making a positive impact for both visitors and local residents.

What You Will Learn in This Episode:

• How Juanita’s personal journey as a Métis woman influenced her path from consultant to CEO of Métis Crossing
• Why community collaboration and inclusivity are central to the successful development of Métis Crossing
• The creation of immersive, cultural, and seasonal experiences that engage visitors’ heads, hearts, hands, and hunger
• How Métis Crossing uses storytelling, land-based learning, and nature to educate visitors about Métis history, Indigenous relationships to land, and sustainability
• Why collaboration is key in Indigenous tourism, and how Métis Crossing works with other attractions to build itineraries
• How the philosophy of shared benefit guides partnerships with local government and other cultural destinations
• What the future holds for Métis Crossing, including innovative projects like the Sage and Spruce Indigenous spa and expanded cultural experiences that honor both Indigenous and European Métis heritage

Elevating Métis Crossing as a Destination

Building Métis Crossing as a premier Indigenous destination was no accident. By leading with culture and encompassing accommodation and culinary experiences, Métis Crossing provides a one-of-a-kind, immersive journey. Visitors come not just for a vacation, but also to learn about the area’s history and traditions.

Signature experiences include “Paddle into the Past”, a river voyage retracing Métis fur trade routes, and the Wildlife Park, where guests see buffalo up close and learn about historic buffalo hunts, essential to the Métis nation’s evolution. The destination engages travelers’ head, heart, hands, and hunger, ensuring every visitor leaves with a deeper connection to Métis culture and the Alberta landscape.

Creativity and Collaboration

Developing Métis Crossing wasn’t without obstacles. Juanita describes how collaboration became a creative solution and how she worked with local municipalities, the provincial government, and destination organizations to address regulatory hurdles and land-use challenges. By involving partners early and often, Métis Crossing became a model for inclusive development, proving that transformational change happens when stakeholders unite around shared goals.

Infrastructure, Innovation, and Meaningful Impact

From its origins as a hay field and historic homesteads, Métis Crossing now spans over 1,800 acres with restored buildings, a cultural gathering center, boutique lodge, skywatching domes, a wildlife park, and even a solar field. These fabulous offerings attract locals and visitors, and recent developments include the Sage and Spruce Indigenous spa, where both Indigenous and European wellness traditions are honored in pursuit of holistic well-being.

One powerful impact is that Métis Crossing is now the region’s largest employer, revitalizing a once-declining rural area. Juanita’s intentional approach ensures tourism benefits residents as much as visitors, creating economic opportunities and supporting cultural revitalization.

Resources:

• Website: https://metiscrossing.com/
• LinkedIn Personal: https://metiscrossing.com/
• LinkedIn Business: https://www.linkedin.com/company/m%C3%A9tis-crossing/
• Indigenous Tourism Alberta: https://indigenoustourismalberta.ca/
• Destination Indigenous: https://destinationindigenous.ca/

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!

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/

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!

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/

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!

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/

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!

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/

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!

On this episode of Destination on the Left, I talk with Sondra Shannon, CEO of Gatemaster Tech. Sondra and I discuss the art and importance of creating exceptional visitor experiences and how technology can help attractions remove friction for guests, increase revenue, and stand out in a competitive landscape. She also shares why keeping guests informed leads to happier experiences and how, just by walking around their attraction, leaders can turn firsthand insights into an improved guest experience.

What You Will Learn in This Episode:

• Why removing friction from the guest journey is essential for happier visitors, bigger revenue, and more memorable family moments at attractions
• Strategies Sondra and her team use to identify and solve friction points at attractions
• How operational leaders and frontline staff benefit from “management by walking around” and being directly involved in the guest experience
• Why consistent and early training is critical for attraction teams, and how lack of confidence and poor communication can impact employee retention
• What creative value adds can set attractions apart and drive guest loyalty
• How digital transformation and going cashless are shaping visitor expectations

An Invisible Engine Powering Seamless Experiences

Technology is a part of the experience, and it shouldn’t be a friction point. When technology is thoughtfully integrated, it dissolves many of the small frustrations that can sour a family’s day at a theme park or museum.

From ticket-purchasing workflows that set clear expectations to mobile ordering that eliminates long food lines, the right tech doesn’t just improve operational efficiency, it actively enhances the experience. Surveys consistently show that informed guests are happier guests. Providing clear, early information about all options (from all-inclusive passes to extra add-ons) allows families to prepare and enjoy every moment together.

Value-Adds That Show You Care

Some of the most memorable attractions go the extra mile, sometimes in unexpected ways. Sondra highlights parks like Holiday World and Dollywood, where providing free drinks and sunscreen isn’t just a marketing gimmick—it’s a proactive way to care for guests’ comfort and health. People once thought these “extras” were crazy, but these amenities have built tremendous goodwill and loyalty while distinguishing the park from competitors.

Social media culture and shifting guest expectations have raised the bar even higher. Today, digital ticketing, contactless payments, and mobile access aren’t just perks, they’re de facto standards.

Empowering Teams and Elevating Operations

Guest satisfaction isn’t just about what happens at the turnstile, it’s deeply connected to operational excellence behind the scenes. One key theme that emerged from Sondra’s experience, well-trained teams are more confident, more helpful, and much less likely to quit.

Rapid, seasonal hiring makes this challenging, but ongoing education, especially incorporating communication and even sales training, equips staff to handle guest needs with confidence and empathy. Parks with strong training programs set a standard of excellence that’s felt at every touchpoint. Giving staff practical communication tools is really vital, because your frontline people have tremendous insight into what guests really need.

Resources:

• Website: https://gatemaster.com/
• LinkedIn Personal: https://www.linkedin.com/in/sondrashannon/
• LinkedIn Business: https://www.linkedin.com/company/gatemastertech/

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!

On this episode of Destination on the Left, I talk with Lisa Conarton, CEO of LC Elevated Hospitality, who shares compelling examples of what it means to be a leader in the hospitality and tourism industry. We discuss the importance of building trust, why collaboration is key to success, and the difference between ROI and ‘return on experience’ (ROX). Lisa also shares how people can be proactive rather than reactive and why understanding how to go with the flow is so important.

What You Will Learn in This Episode:

• How Lisa built her career path in hospitality and tourism, moving from convention operations to launching her own destination management consultancy
• Why earning trust is necessary for leadership and success in hospitality
• How networking and partnerships have been essential in driving growth for Lisa
• How Lisa differentiates between ROI (return on investment) and ROX (return on experience), and why focusing on experience benefits both travelers and businesses
• Why championing creativity encourages authenticity
• What real-life crisis taught Lisa about letting go, going with the flow, and relying on cultivated partnerships to execute successful events
• How Lisa approaches partnerships and collaboration, and her examples of coopetition within New York State destination marketing

The Pillars of Hospitality Leadership

From full-service hotel management to destination marketing and now as she builds her own consultancy, Lisa has consistently sought out growth opportunities. Her experience has shown that there are three key areas you have to prioritize:

1. Earning Trust

Trust has to be earned, particularly in hospitality, where seamless service and reliability are so important. Lisa emphasizes that trust is built over and over and over again, and needs consistency and integrity in every interaction.

2. Networking and Collaboration

Networking is the avenue to future collaboration and partnerships, which are the real engines behind growth. Not only do great relationships provide support in crisis, but they also lead to opportunities for greater collective achievements. The very definition of coopetition.

3. Return on Experience (ROX)

While return on investment (ROI) is a familiar metric, Lisa also values “return on experience”—the transformative impact of meaningful, memorable interactions that benefit both guests and the businesses serving them. Planning and execution are vital, but so is the focus on creating memories that resonate long after a trip or event ends.

The Power of Partnerships

Lisa shares the story of a last minute challenge, when with only 24 hours, she had to move a 150-person event when the venue became unusable due to heat. Through her well-established industry relationships, the move was seamless. While meticulous planning is crucial, so is the ability to let go and trust your partners.

From her involvement with New York State’s Destination Marketing Organizations (DMOs) to local industry partnerships, Lisa’s success stories center around shared values and transparent communication. She explains why it’s so important to figure out where each partner fits, recognize strengths, and build collaborations that play to everyone’s best qualities.

Resources:

• Website: lcelevatedhospitality.com
• LinkedIn Personal: https://www.linkedin.com/in/lisaconarton/
• LinkedIn Business: https://www.linkedin.com/company/lc-elevated-hospitality/

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!

On this episode of Destination on the Left, I talk with Claudia Di Gino, General Manager at the Mondrian Mexico City Condesa. Claudia tells the story of building a lifestyle brand in the hotel industry, how partnerships play an important role, and what it means to be part of the community. She shares how her hotel delivers an authentic experience that never fails to surprise and delight its guests. We also discuss what’s happening for the brand in 2026 and the opportunities for growth, including the FIFA World Cup coming to Mexico City.

What You Will Learn in This Episode:

• How Claudia’s career in hospitality began with an unexpected Disney internship and led to her current role in her hometown of Mexico City
• Why building a lifestyle brand is central to the Mondrian’s approach and how the hotel delivers an immersive experience for guests and the local community
• What makes collaboration and strategic partnerships essential for creating unique guest experiences
• How Mondrian Mexico City differentiates itself through creative amenities, like their Flower Shop concept featuring Mexican producers and local artisanal goods
• Delivering a personalized service and curated guest itineraries that drive brand loyalty
• How the upcoming FIFA World Cup presents new opportunities for growth
• Mondrian’s commitment to showcasing local culture, history, art, and gastronomy through every aspect of the guest experience

Building a Lifestyle Brand Rooted in Community

Mondrian Mexico City Condesa is committed to being more than just a hotel, they see themselves as a lifestyle brand deeply tied to their local community. Mondrian’s eleven hotels worldwide are strategically placed in each city’s cultural and design hotspots, and the Mexico City location is no exception, nestled between the historic Condesa and Roma neighborhoods. The property itself is a protected building with rich architectural history, and every aspect of the design pays homage to local artistry and Mexican culture, including beautiful murals inspired by ancient aqueducts in each guest room.

The brand is known for being disruptive, fun, and willing to think outside of classic hospitality norms. They’re focused on creating immersive, surprising experiences for both visitors and locals. The community is invited to be part of the property, whether that’s through artist showcases, pop-up culinary events, or simply by visiting the lobby for a locally sourced coffee or wine.

Creativity and Unique Local Partnerships

A recurring theme in Claudia’s approach is the creative use of partnerships. One standout example is the hotel’s dual-purpose flower and coffee shop, which becomes a wine bar in the evenings, serving only Mexican products. This kind of authentic, locally driven experience is a key reason why guests keep coming back and why the growing community of remote workers living in Condesa/Roma love to pop by.

The hotel’s carefully chosen collaborations make sharing local celebrations even more fun for guests. For Dia de los Muertos, Mondrian partnered with Xolo Café to provide their famous “pan de muerto” alongside specialty coffee, drawing hundreds of locals and visitors alike. Similarly, partnerships with Mezcal Union and high-profile pop-up events ensure every cultural touchpoint is genuine and memorable.

Preparing for the FIFA World Cup

Claudia and her team are gearing up for the FIFA World Cup, which will be jointly hosted by Mexico, Canada, and the United States for the first time. Mondrian has just opened a brand-new event space designed to host upscale gatherings against the background of breathtaking skyline views. The team is focusing on safety, personalized concierge service, and handpicked local experiences to ensure guests of the World Cup have a flawless, authentically Mexican visit.

Resources:

• Website: https://mondrianhotels.com/mexico-city-condesa/
• LinkedIn Personal: https://www.linkedin.com/in/claudia-di-gino-7282855/
• LinkedIn Business: https://www.linkedin.com/company/mondrian-hotels/

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!

On this episode of Destination on the Left, I’m joined by the dynamic Neelu Kaur, organizational psychologist, self-advocacy champion, author, and keynote speaker.

Neelu dispels the myth that self-advocacy is boastful, and we discuss how advocating for yourself can actually be a generous and empowering act. She shares how leaders and teams can create environments where all voices are heard, exploring the innovative concept of “generous exclusion,” and the importance of dialing up the “I” or the “we” when the moment calls for it. Neelu also suggests some great practical strategies for promoting authentic self-advocacy in any organization.

What You Will Learn in This Episode:

• Why self-advocacy is often misunderstood as boastful and how to reframe it as essential for innovation
• What “generous exclusion” means, and how being intentional about who participates can lead to more creative outcomes
• How different processing styles impact participation in meetings, and what leaders can do to create safer spaces for all voices
• Why structure is necessary for big, creative thinking, and how frameworks borrowed from organizations like Disney help teams brainstorm and dream without self-censoring
• Understanding what energizes individuals creates a more productive, collaborative environment
• What practical steps you can take to build self-advocacy skills

How Speaking Up Transforms Teams and Unlocks Personal Potential

So many people, particularly women, introverts, or those from cultures that value humility, see self-advocacy as something selfish or boastful. Neelu turns this assumption on its head, describing self-advocacy as the most generous act you can do. By speaking up, you model positive behaviors for others, making it easier for those who follow in your footsteps to do the same.

When you advocate for yourself, whether it’s sharing an idea in a meeting or negotiating your role, you’re not just advancing your own interests. You’re opening doors, encouraging diversity of thought, and paving the way for colleagues who may face similar barriers.

The Barriers to Speaking Up and How to Overcome Them

For years, Neelu thought her professional setbacks stemmed from a lack of skills, but she realized she just hadn’t learned to advocate for her ideas. Her silence was frequently misread as disengagement, and fast-paced meetings left her behind.

To overcome the hurdle of seeing speaking up as boastful, she recommends self-reflection and practical steps, such as practicing self-advocacy in low-stakes situations, like choosing a restaurant for dinner with friends. Leaders and organizations also need to adjust by building meeting structures that allow quieter voices to contribute and encouraging follow-up dialogue beyond real-time meetings.

Are We Over-Indexing on Collaboration?

Collaboration is praised as the ideal. But as we discuss, simply adding more people to a meeting doesn’t guarantee creativity—or even productivity. Neelu highlights the concept of “generous exclusion” by Priya Parker, sharing why being selective about who joins which meetings lets people focus, minimizes inefficiencies, and leaves room for deep work.

Organizations often over-index on collaboration, with endless group meetings that crowd out the time needed for innovation. Instead, leaders need to be strategic, invite the right mix of creative minds, give space for diverse strengths, and allow those who need extra processing time to contribute asynchronously.

Resources:

• Website: https://www.neelukaur.com/
• LinkedIn Personal: https://www.linkedin.com/in/neelukaur/
• LinkedIn Business: https://www.linkedin.com/company/neelu-kaur/

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!

On this episode of Destination on the Left, I’m at the NTA Travel Exchange in Ottawa to speak with eight leading professionals shaping the future of group travel, tourism, and hospitality. You’ll hear insights from leaders who share the latest market trends, traveler behaviors, innovative approaches, and what’s ahead for 2026.

The conversations explore the strong resurgence of group tours, the rise of small group and multi-generational travel, and a growing demand for immersive, meaningful experiences—from stargazing in Utah to luxury train journeys. You’ll discover how industry partnerships and collaborations, such as inter-association alliances and joint destination marketing efforts, are helping operators adapt to challenges and seize new opportunities.

In this episode, you’ll hear from these knowledgeable tourism leaders:

• Vince Accardi: https://www.omca.com/
• Wendy Dobrzynski: https://circlewisconsin.com/
• Chad Ellis: https://www.bodaborg.com/boston/
• Jeff Bont: https://www.thearmstrongcollective.com/
• Richard Arnold: https://www.atlantictours.com/
• Brenna Moore: https://www.visitalbuquerque.org/
• Jason Murray: https://www.southwestadventuretours.com/
• Brent Dalrymple: https://www.travelsunrise.com/ 

What You Will Learn in This Episode:

• How group tours are evolving, including the rise of small-group and multi-generational travel
• Why immersive and experiential travel is in high demand, with travelers seeking story-rich, active adventures
• What industry leaders are seeing in terms of major market trends, including a resurgence in demand and travelers’ changing expectations
• How partnerships and collaborations between associations, DMOs, and attractions are strengthening the group travel industry and opening new markets
• Why upcoming events like the Route 66 Centennial and America’s 250th anniversary are shaping new itineraries and driving tour planning for 2026
• What challenges operators are facing, such as shifting consumer sentiment and border issues
• How technology, data, and consumer insights are being used to track travel sentiment and inform future business decisions across the travel sector

A New Wave of Group Travelers

At this year’s NTA Travel Exchange in Ottawa, we bring together a great lineup of industry leaders to discuss key trends, challenges, and innovations set to shape group tourism into 2026 and 2027. From new tour models and demographic shifts to major anniversaries and the rise of experiential itineraries, these insights reveal an industry that’s not only recovering but thriving.

It’s an exciting time for group travel. Both Vince Accardi and Wendy Dobrzynski explain why the “senior” market is no longer a monolithic group—retirees are younger, wealthier, more adventurous, and more interested in curated, comfortable experiences. Buses are once again filling up, often with multi-generational families and smaller groups seeking meaningful, shared adventures.

Richard Arnold highlights that small group tours remain in demand, with 2026 departures already selling out. Flexible departure sizes, customized itineraries, and a willingness to split larger busloads into more intimate cohorts are key strategies for operators catering to evolving traveler preferences.

Experiential and Immersive Travel Takes Center Stage

Today’s groups are looking for more than sightseeing, they’re after immersive, story-rich experiences. Chad Ellis from Boda Borg Boston shares how activity-based attractions built around collaboration and problem-solving are striking a chord with groups large and small, from school trips to team-building getaways.

Jason Murray of Southwest Adventure Tours reports a boom in experiential travel, especially among families booking private adventures to explore the outdoors and the night sky together. His new focus on “astro tourism” with Dark Sky Adventures reflects a growing appetite for education, enrichment, and unique moments under rare night skies.

The Power of Partnership

If there’s one recurring theme, it’s the transformative power of partnership. From national associations banding together in support of their members, to innovative cross-state collaborations like Wendy Dobrzynski’s Dynamic Destinations, cooperation is helping travel businesses and DMOs expand reach, cut costs, and deliver even better value for travelers.

Jeff Bont from Rocky Mountaineer and Canyon Spirit illustrates another kind of collaboration, working closely with tour operators and travel agencies to create sell-out trips, leveraging iconic anniversaries like America’s 250th and Route 66’s centennial for compelling, themed itineraries.

Resources:

• Vince Accardi: https://www.linkedin.com/in/vince-accardi-cae-15890033/
• Wendy Dobrzynski: https://www.linkedin.com/in/wendy-dobrzynski-9604851/
• Chad Ellis: https://www.linkedin.com/in/chad-ellis-8227611b0/
• Jeff Bont: linkedin.com/in/jeff-bont-832a7513
• Richard Arnold: https://www.linkedin.com/in/richard-arnold-597ab536/
• Brenna Moore: https://www.linkedin.com/in/brennamoore
• Jason Murray: https://www.linkedin.com/in/jason-murray-585426219/
• Brent Dalrymple: https://www.travelsunrise.com/about/team/brent-dalrymple

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!

On this episode of Destination on the Left, I talk with Erin Groh, Head of Marketing at iSeatz, a leading but often behind-the-scenes travel tech company powering loyalty programs for brands like American Express, IHG Hotels & Resorts, and Qantas.

Erin shares her fascinating career journey from traditional and digital media through to travel technology, illustrating how influencer marketing, social media, and travel tech are now converging to reshape the modern travel experience. Listeners will find out why today’s travelers are prioritizing dream trips—even if it means rebalancing their budgets, how social media now influences every step of the travel decision-making funnel, and the evolving expectations around personalization, including what travelers are willing to share for better experiences.

What You Will Learn in This Episode:

• How iSeatz powers major brands like American Express and Delta’s travel loyalty programs
• What the iSeatz Modern Traveler Report reveals about travelers’ motivations and how budget constraints impact trip decisions
• How travelers are rebalancing their spending, cutting back on dining and shopping in favor of travel experiences
• Why social media and influencer marketing have become leading sources of travel inspiration and purchase decisions, especially among Gen Z and Millennials
• What “value” really means to today’s travelers, and how expectations for personalization in travel are evolving
• How sustainability is shaping travel choices and what the industry can do to make sustainable options easier for consumers

Technology-Powered Loyalty Programs

Most travelers may not recognize iSeatz by name, but they’ve likely interacted with its technology. Erin explains how iSeatz works behind the scenes with iconic brands like American Express, Delta, and IHG Hotels and Resorts, powering the platforms that make booking and redeeming travel rewards seamless. As the connectivity layer, iSeatz enables partnerships, keeps loyalty programs fresh, and continually adapts to new technologies and consumer expectations.

Collaborative relationships between travel brands and tech providers aren’t just helpful, they’re essential, especially when consumer demands and industry dynamics are rapidly evolving. Today’s travelers expect fluid, rewarding experiences, and companies have to innovate to keep pace.

Dream Trips Are Non-Negotiable

One of the most striking findings of The iSeatz Modern Traveler Report is the traveler’s commitment to making dream trips happen—even when budgets are tight. According to Erin, only 9% of survey respondents said they’d give up on a dream trip due to cost. Instead, the majority would wait and save, seek more affordable options, or cut back in other areas of their spending. This aligns with a broader trend, post-pandemic revenge travel wasn’t just a blip; it’s part of a sustained shift toward prioritizing experiences over material goods.

Spending priorities have also evolved, travelers would rather cut back on dining out or shopping if it means affording a meaningful trip. Data shows year-over-year growth in travel spending for several consecutive years. The desire for shared memories and adventure continues to outweigh the allure of consumer goods.

Value and Personalization Define the Modern Experience

Price isn’t always the most important thing when it comes to travel, value now encompasses the entire experience—meeting expectations, comfort, relaxation, wellness, and safety. Travelers increasingly splurge on nicer hotels or premium flight experiences if they perceive real value in the investment.

Over half of travelers expect brands to anticipate their needs based on past interactions, and a similar proportion are willing to share more personal data to enable a smoother, more tailored journey. The challenge (and opportunity) lies in connecting the dots by using the right data to surface relevant recommendations, like family-friendly activities, sustainable options, or dietary preferences, rather than missing the mark with generic suggestions.

Resources:

• Website: https://www.iseatz.com/
• LinkedIn Personal: https://www.linkedin.com/in/erinrosegroh/
• LinkedIn Business: https://www.linkedin.com/company/iseatz/
• Unpacking the Complexities of the Modern Traveler: Key Insights From Our 2025 Report: https://www.iseatz.com/blog/the-modern-traveler-2025

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!

On this episode of Destination on the Left, I talk with Oliver Winter, CEO and Founder of a&o Hostels, for an inspiring conversation about his entrepreneurial journey, from traveling on a shoestring budget to building one of the largest hostel brands in the world. We talk about his focus on being a cost leader, not a price leader, and how that translates to a guest experience that works for small pockets while still serving the needs of his guests. Oliver also shares his passion for sustainability and how his company has been able to move from an 18-kilogram per guest carbon footprint to just a 3.8-kilogram per guest carbon footprint.

What You Will Learn in This Episode:

• How Oliver turned his personal travel experiences into founding one of the largest hostel brands in Europe
• Why being a cost leader (rather than just a price leader) shapes a&o Hostels’ unique value proposition and guest experience
• What makes the hostel guest experience distinctive, especially in terms of shared spaces, social atmosphere, and accommodation variety
• How a&o Hostels attracts diverse customer segments―from student groups to families, digital nomads, and backpackers―and the distribution strategies that work for them
• Why sustainability became a central focus for a&o Hostels, and how they’ve reduced their carbon footprint by over 80% per guest overnight
• What’s next for a&o Hostels, including the big announcement of a new luxury budget brand to extend their reach and serve evolving traveler needs

Creating Value Without Compromise

One of the cornerstone philosophies for a&o Hostels is being a “cost leader,” not just a “price leader.” This means that they streamline operations and get rid of unnecessary frills while keeping the essentials, like comfort and safety, readily accessible. The hostels boast large capacities (an average of 800 beds per location), centralized operations, and shared facilities, striking a balance between affordability and a vibrant, social guest experience.

Rather than confining the traveler’s experience to private rooms, a&o focuses on engaging common areas, such as 24/7 bars, kids’ zones, and flexible working spaces. These communal amenities give great opportunities for people to connect, appealing to families, digital nomads, student groups, and backpackers. The model values shared spaces over luxury and, in doing so, builds community.

Evolving Guest Profiles and Modern Distribution Channels

a&o Hostels caters to a wide range of guests, with profiles shifting based on season and day of the week. Midweek guests are often student groups and school tours, while weekends and holidays attract families and independent travelers. The brand is found on major OTAs like Booking.com and Expedia, but has also cultivated a strong direct booking channel via their own website.

The flexibility in room types, from single or twin rooms for teachers and families to dorm-style accommodations for groups, further enhances their accessibility. This adaptable approach enables a&o to welcome anyone from school-aged travelers to budget-conscious business guests.

Sustainability as a Core Company Value

Beginning in 2015, Oliver and his team took a pioneering approach by closely tracking and reducing their carbon footprint per guest. Initially, a&o’s footprint was already lower than average (18kg CO₂e per overnight stay, compared to 25kg at home), primarily thanks to shared spaces and efficient building use.

But instead of settling, a&o set their sights higher. Through targeted operational changes—reducing waste, switching to renewable energy contracts, limiting disposables, and leveraging automation—they slashed their footprint by 80% to just 3.8kg per guest. What’s more, many sustainability initiatives actually resulted in cost savings, debunking the myth that going green is always expensive.

Resources:

• Website: https://www.aohostels.com/
• LinkedIn Personal: https://www.linkedin.com/in/oliver-winter-berlin/
• LinkedIn Business: https://www.linkedin.com/company/aohostels/

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We’re taking you on a road trip through the future of tourism in Atlantic Canada. You’ll hear firsthand from tourism leaders on how the region captivates new generations of travelers while staying true to its maritime roots. We also spotlight the rise of Indigenous-led travel experiences and the wave of creativity from local artisans. From group travel trends to the power of regional collaboration, each story underscores how Atlantic Canada’s tourism pros aren’t just adapting—they’re shaping what meaningful travel looks like for the years ahead.

In this episode, you’ll hear from these knowledgeable tourism leaders:

• Molly Vail: https://www.linkedin.com/in/molly-vail/
• Nancy Petrie: https://www.oakislandresort.ca/
• Natalie Kaftan: https://www.linkedin.com/in/nataliekaftan/
• Katherine Verreault: https://www.linkedin.com/in/katherine-verreault
• Kelley Keefe: linkedin.com/in/kelley-keefe-07841a1a6
• Robert Thomas: https://www.linkedin.com/in/robert-thomas-225165161/
• Desirea Goodyear: https://www.linkedin.com/in/desirea-goodyear-77294a26b/
• Tasha Robitaille: https://www.linkedin.com/in/tasha-robitaille-0a790029/
• Wahab Khan: https://www.linkedin.com/in/wahab-khan-b809862ab/
• Jacob Sheehan: https://www.linkedin.com/in/jacob-sheehan-71ba578b/
• Jen Silliphant: https://www.linkedin.com/in/jen-silliphant/

What You Will Learn in This Episode:

• How Atlantic Canadian tourism leaders are embracing innovation and sustainable growth to shape the future of travel in the region
• Why collaboration and partnership is essential for delivering impactful guest experiences
• What trends are emerging in traveler interests, including immersive cultural experiences, wellness tourism, and eco-friendly adventures
• How the region is adapting to the rising interest from younger travelers, families, and international visitors
• Why authenticity, local culture, and culinary experiences are setting Atlantic Canada apart as a travel destination
• How Indigenous tourism and wellness-focused offerings are growing and diversifying the visitor experience
• What successful creative collaborations look like in practice

Innovation Rooted in Community Collaboration

Community lies at the heart of Atlantic Canada’s tourism ethos. This spirit of partnership, as showcased at the Atlantic Canada Showcase event, has made the region a model for collaborative success. Provinces, cities, and businesses work hand-in-hand to offer amazing visitor experiences and nurture economic growth.

Four provinces unite to market the region, develop meaningful partnerships, and promote the Maritimes. These collaborations aren’t just behind the scenes—they tangibly widen access for visitors and amplify the region’s reach in international markets.

Authenticity is the Maritime Edge

If there’s one word repeated by tourism leaders throughout the episode, it’s “authenticity.” Atlantic Canada isn’t about cookie-cutter vacations; it’s about experiences crafted by the local communities. Molly Vail from Discover Halifax highlights how the city blends youthful energy with maritime charm, offering guests handcrafted itineraries that range from vineyards to vibrant nightlife.

Natalie Kaftan of Tauck emphasizes the enduring appeal of the Maritimes’ local character and color. Visitors are drawn to real people, unique food, and meaningful cultural exchanges, not just passive sightseeing. As travel trends shift worldwide, immersive itineraries and authentic local engagement are increasingly in demand. Whether it’s an Acadian caviar tasting in New Brunswick or a craft-making workshop in Mahone Bay, guests are eager for stories and experiences that go beyond the surface.

Growing Demand for Indigenous and Wellness Experiences

Indigenous-led tourism is gaining extraordinary momentum in Atlantic Canada. Robert Thomas from the Newfoundland and Labrador Indigenous Tourism Association shares how guests now seek engagement with indigenous cultures—culinary experiences, guided hikes with elders, and artistic workshops are just the beginning. Tasha Robitaille’s La Belle Cabane healing sanctuary offers a blend of wellness and indigenous knowledge, where visitors can participate in breathwork sessions, explore Métis traditions, and join healing retreats that are as restorative as they are educational.

This surge in interest reflects a broader travel trend: visitors crave deeper connection, healing, and learning as much as recreation. Ultimately, Atlantic Canada Showcase itself, described as “intimate,” “impactful,” and “powerful” by my guests, epitomizes the region’s strengths. Small size becomes an advantage, enabling tight-knit partnerships, genuine hospitality, and real dialogue among industry leaders. Whether partnering across cities or developing cross-province itineraries, success is shared and multiplied.

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This week on Destination on the Left, we bring you the first special roadshow installment from the Atlantic Canada Showcase 2025 in beautiful Saint John, New Brunswick. In this episode, we dive into the deep-rooted community spirit and storytelling tradition that make Atlantic Canada such a fantastic destination.

You’ll hear firsthand from passionate tourism professionals across the region, who will share powerful insights on how authenticity, connection, and collaboration are shaping travel experiences in Atlantic Canada—offering everything from local cuisine and hands-on adventures to heritage attractions and indigenous-led hospitality.

Get ready to discover why Atlantic Canada continues to redefine what it means to experience genuine hospitality.

In this episode, you’ll hear from these extraordinary leaders:

• Aubrey Reine: https://www.linkedin.com/in/aubrey-reine-30913062/
• Annick Robichaud-Butland: https://www.linkedin.com/in/annick-robichaud-butland-bb436b68/
• Christy Elliott: https://balsamridgeforestdomes.ca/
• Melissa Lansing: https://www.linkedin.com/in/melissa-lansing/
• Chelsey Gould: linkedin.com/in/chelsey-gould
• Olivia Morley: https://www.linkedin.com/in/olivia-morley-0a2627171/
• Judith LaBrie: ca.linkedin.com/in/judith-labrie-49a46315
• Lois Whitlock: https://wolastoqcasino.com/
• Rebecca Whiffen: https://www.linkedin.com/in/rebecca-whiffen-a89934320/
• Xavier Gauvin: https://tourismepeninsuleacadienne.ca/en/
• Jordan Jamison: https://www.linkedin.com/in/jordan-jamison-nb/
• Marcy Barnes: https://www.linkedin.com/in/marcy-barnes-8b98092b/

Authenticity is the Bedrock of Atlantic Canada’s Appeal

More and more, travelers crave experiences that feel genuine; not manufactured or packaged, but rooted in the real culture and history of a place. As our guests point out, Atlantic Canada captures the essence of what travelers are seeking in 2025, authenticity, connection, and a sense of place. Whether it’s coastal escapes, heritage attractions, or culinary adventures, guests find themselves meeting people with deep roots and big hearts, engaged in traditions that tie them to the land and sea.

This sense of authenticity isn’t just a surface feature, it’s immersive and personal. As travelers become savvier, the human warmth and raw natural beauty of Atlantic Canada offer lasting impressions that go far beyond the typical tourist checklist.

Creating a Sense of Belonging

The region’s defining feature isn’t just its scenery—it’s the spirit of its people. “Family,” “welcome,” “authentic,” and “wonderful” were the most common words repeated by various tourism professionals when asked to sum up the Atlantic Canada Showcase experience. For Annick Robichaud-Butland, the laid-back lifestyle and genuine friendliness are irresistible for those looking to escape the rushed pace of everyday life.

This communal sense goes deeper, too. Leaders like Christy Elliott from Balsam Ridge Forest Domes emphasize personal attention and the importance of treating every guest like family. At King’s Landing Historical Settlement, the experience isn’t just about history—it’s about making personal connections that make visitors feel it’s “their King’s Landing, not just ours,” as Melissa Lansing shares.

Across properties and attractions, the trend is clear: travelers want to feel like locals, supported by genuine interactions, community-driven partnerships, and experiences that foster a true sense of belonging.

A Cooperative Spirit Elevates the Guest Experience

Atlantic Canada’s tourism boom is built on a foundation of cooperation. Tour operators and destinations frequently cross-sell one another’s products and services, ensuring that visitors enjoy fully-rounded itineraries and seamless transitions between provinces. For Annick Robichaud-Butland, collaborating with other receptive tour operators means providing a well-rounded itinerary and boosting economic potential for all partners.

Organizations like Explore New Brunswick also highlight region-wide cooperative marketing efforts, such as the Atlantic Canada Agreement on Tourism—a pitch that unites Newfoundland, New Brunswick, Nova Scotia, and Prince Edward Island under one friendly umbrella. This collaborative approach allows the region to punch above its weight, attracting record numbers of buyers and making Atlantic Canada a must-watch destination on the travel map.

Sustainability, Seasonality, and Personalization

As travel recovers post-pandemic, Atlantic Canada is seeing dynamic changes in visitor interests. Regenerative travel, off-season exploration, culinary journeys, heritage tourism, and multi-generational trips are all on the rise. Local experts are adapting by introducing winter offerings, hands-on activities, food-and-beverage experiences, and expanding digital storytelling platforms to reach both Canadian and international audiences.

Repeat guests are increasing, with many super fans returning year after year to deepen their exploration. New partnerships, enhanced seasonal operations, and innovations—like Nordic spas and astro-tourism—are key drivers keeping the region vibrant and relevant.

Above all, Atlantic Canada consistently inspires, welcomes, and connects with travelers in ways that are both meaningful and memorable. Atlantic Canada isn’t just a destination—it’s a way to feel at home, no matter where you’re from.

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On this episode of Destination on the Left, I talk with Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas. We will learn how top-level domains are created and what domains like Dot Vegas can do to help a brand stand out. Our conversation is informative, educational, and will give you a whole new perspective on your brand’s Internet address.

What You Will Learn in This Episode:

• How top-level domains (TLDs) are created and why the addressing system of the Internet matters
• Why distinctive TLDs, like Dot Vegas, offer a strategic advantage for destination branding and marketing
• What it takes to register your own top-level domain, including the technical, financial, and organizational requirements necessary
• How geographic domains (such as .vegas, .nyc, and .brussels) can strengthen place identity and foster trust
• Why cities and entrepreneurs collaborate in launching city-based TLDs, and how community endorsement is essential for successful implementation
• How adopting new TLDs can make brands more memorable to prospective visitors, and help organizations stand out from the crowd

Demystifying Top-Level Domains

A memorable web address is more than just a convenience, it’s an essential tool for branding, discoverability, and trust. Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas, discuss how TLDs like .vegas, .paris, and .nyc can be invaluable assets for destination marketers, tourism professionals, and place branding experts.

Most consider internet domains an afterthought, but as Chris explains, they’re the backbone of online connectivity. The Internet isn’t a single global network—it’s tens of thousands of independently operated networks that agree to connect using common protocols and a shared addressing system. Fifteen years ago, there were only a handful: .com, .net, .org, and so on. Today, there are TLDs for cities (.nyc, .paris), concepts (.guru, .xyz), and more, opening new doors for personalized branding and community-building online.

The Dot Vegas Story

Dusty offers an inside look into operating Dot Vegas, which shows how a custom domain can amplify a destination’s brand. Unlike some city domains, .vegas is globally accessible; anyone can register, regardless of residency. This flexibility enables local businesses, tour operators, and organizations worldwide to associate themselves with the Vegas brand, strengthening their ties to the city’s renowned excitement and appeal.

Why Top-Level Domains Matter for Marketers

A custom TLD isn’t just a vanity URL. Operating a TLD means running a piece of internet infrastructure and directly controlling your digital address, data queries, policies, and trust signals. For marketers, there are lots of benefits:

• Brand Identity: A city or region TLD immediately communicates place and can reinforce local pride.
• Discoverability: Words like “weddings.vegas” are memorable, making campaigns more effective and easier to recall.
• Trust & Security: A TLD operated or endorsed by local government or a trusted entity assures users of authenticity—crucial for e-commerce, municipal services, and tourism.
• Data Insights: TLD operators gain visibility into traffic and usage, supporting more targeted digital strategies.

If you see “.yourcity,” you can trust you’re connecting with the real brand.

Top-level domains aren’t just technical jargon; they’re strategic marketing tools that can transform destination branding, promote community engagement, and build trust with global audiences.

Resources:

• Website: https://www.icann.org/
• LinkedIn: https://www.linkedin.com/in/cmondini/
• LinkedIn: https://www.linkedin.com/in/dustin-trevino-743064a/

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!

On this episode of Destination on the Left, I talk with Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada’s wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta’s collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers.

What You Will Learn in This Episode:

• Why Alberta chose to reposition its brand around “Canada’s Wild Side” and how leaning into national identity helps the province stand out
• How research on traveler sentiment influenced their messaging
• How Travel Alberta encourages creativity and agility, allowing the team to rapidly jump on relevant trends and opportunities
• How their partnerships are creating authentic, immersive cultural experiences for visitors
• What strategies Alberta is using to attract American travelers, especially in the winter season
• How Travel Alberta operates as part of a collaborative “wolf pack” ecosystem, working closely with DMOs, operators, and national partners to drive tourism growth across the province

Reimagining Alberta and Showing Off Canada’s Wild Side

Tannis and her team faced a dilemma familiar to many regional DMOs: international travelers often know Canada’s big cities, but not its provinces. Travel Alberta strategically shifted their messaging and instead of leaning exclusively on provincial identity, they now lead with the power of the Canada brand and then highlight Alberta as its most adventurous, untamed offering.

By anchoring Alberta’s appeal in both its jaw-dropping natural diversity (like six UNESCO World Heritage sites) and the undeniable warmth of its people, the new branding sidesteps “provincial” confusion, offering travelers an invitation to experience “Canada’s Alberta”, a place where wild landscapes meet welcoming hospitality.

Creative Agility

Tannis credits much of Alberta’s marketing agility to her strategic council. This monthly internal brainstorm is an incubator for spontaneous, opportunistic marketing ideas—ways to seize trends or conversations in innovative, resourceful ways.

Take “The Last of Us” TV series, filmed in Alberta. The team quickly released itineraries mapping out the show’s filming locations. The response was phenomenal: a thousand percent spike in website traffic as fans sought to experience these sites in real life.

Another standout was the “Alberta’s Least Liked” campaign, humorously spotlighting untouched, under-visited gems with a tongue-in-cheek video set to sad music and a sobbing moose. The effort won a creative innovation award at the Skift Global Forum and effectively helped spread tourism beyond hotspots, encouraging discovery without overburdening popular destinations.

Partnerships and Indigenous Tourism

A cornerstone of Alberta’s approach is genuine partnership across organizations, sectors, and communities. Travel Alberta’s collaboration with Indigenous Tourism Alberta (ITA) stands out as a model. Not only do Travel Alberta and ITA share office space, but their relationship is built on time, trust, and mutual respect. ITA leads in experience development with their members; Travel Alberta amplifies their stories and ensures the right, respectful traveler connects with authentic Indigenous experiences, like the acclaimed Métis Crossing, a boutique hotel and cultural hub on the North Saskatchewan River. This partnership reflects Indigenous values of sustainability, relationship-building, and stewardship, offering a far richer, more transformative experience for visitors.

Resources:

• LinkedIn Personal: https://www.linkedin.com/in/tannis-gaffney-076689/
• Website: https://www.travelalberta.com/
• LinkedIn Business: https://www.linkedin.com/company/travelalberta/
• To Be An Albertan: https://www.youtube.com/watch?v=5zzN-fV5HJM

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!

On this episode of Destination on the Left, I bring together three trailblazers for a candid community conversation about the heart of collaboration in the travel and tourism industry. Joining are Dave Herrell, President and CEO of Visit Quad Cities; Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance; and Sage Hamilton-Hazarika, Corridor Coordinator for the Underground Railroad Consortium of New York State.

Together, we discuss what true collaboration looks like, and the panel explores how putting trust, vulnerability, and outcomes over ego unlocks success not just in visitor numbers, but in cultural pride, reconciliation, and the preservation of stories and identity. My guests share real-life examples of cross-boundary partnerships, from bold destination branding to the creation of transformative culinary and heritage tourism experiences.

What You Will Learn in This Episode:

• Why collaboration in tourism is increasingly about trust, vulnerability, and prioritizing outcomes over individual recognition
• What tangible impacts true collaboration can have, from advancing reconciliation and celebrating cultural heritage to building destination resilience and social pride
• How Visit Quad Cities strategically collaborates with less resourced organizations to build regional brands and blur the lines between tourism, resident attraction, and economic development
• Why even small, volunteer-driven organizations can punch above their weight by leveraging partnerships for major projects
• What “radical collaboration” means to the panelists, and how adopting a mindset of openness and flexibility allows for bold, innovative work
• How the panelists measure the success of collaborative initiatives with a broader lens  that builds community and legacy

Lessons from Destination on the Left’s Community Conversation

Collaboration isn’t just a buzzword—in the travel, tourism, and hospitality industry, it’s the engine that powers growth, creativity, and resilience. Drawing on stories from Dave Herrell of Visit Quad Cities, Rebecca Mackenzie of the Culinary Tourism Alliance, and Sage Hamilton-Hazarika of the Underground Railroad Consortium of New York State, this conversation revealed that radical collaboration means far more than sharing resources—it’s about trust, vulnerability, and transcending individual mentality.

Success in this industry isn’t a zero-sum game. Rather than competing, travel professionals thrive when they collaborate, lifting each other up and focusing on shared wins rather than territorialism.

Collaboration in Action: Three Inspiring Examples

For Dave Herrell, collaboration is built into the DNA of Visit Quad Cities, a regional destination marketing organization spanning 58 communities across two states. Bringing together diverse municipalities, counties, and funding sources demands a strategic approach. Dave described their innovative partnership with the local chamber of commerce to develop unified branding and marketing messages for the region, intentionally blurring the lines between promoting tourism, economic development, and livability.

Rebecca Mackenzie painted a picture of taste of place, showcasing how food and drink tell powerful stories about a region’s heritage. The Alliance’s recent event in Nova Scotia exemplifies radical collaboration: over 12 months, culinary organizations, Indigenous tourism networks, Parks Canada, DMOs, and local operators built an immersive experience intertwining Mi’kmaq history, language, and cuisine. The event attracted visitors outside peak season and fostered social impact and cultural pride.

As the sole paid employee in a mostly volunteer-run organization, Sage Hamilton-Hazarika knows firsthand how partnership is essential for small nonprofits punching above their weight. Through collaboration with DMOs, historians, and national heritage areas, the Consortium is developing the Harriet Tubman Scenic Byway, which will connect historic sites across New York and beyond.

Radical Collaboration

What does “radical collaboration” mean? My guests agreed that it is persistence—the refusal to accept ‘no’ as an answer, and the humility to let go of credit and control. It means doing the work, inviting new and unexpected voices to the table, and learning from every opportunity that arises. Measurement of collaborative success must consider social and environmental impacts, not just economic ones. For example, being asked to the table, deepening partnerships, celebrating local cultures, and expanding access are all signs of progress—even if your logo isn’t always visible.

Resources:

• Dave Herrell: https://www.linkedin.com/in/dave-herrell-57a5906/
• Rebecca Mackenzie: linkedin.com/in/rebeccaleheup
• Sage Hamilton-Hazarika: https://www.linkedin.com/in/sage-hazarika-438b331a
• Travel Alliance Partnership: 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!

On this episode of Destination on the Left, I talk with Greg Star, Founder of Driven Authentic Branding Solutions, who shares how he helps destinations stand out using LinkedIn. He discusses why it is important to lean into thought leadership posts both for the company profile and the people who work there. Greg shares some real-life examples of results that his clients are seeing and how you can identify your content pillars and find your voice.

What You Will Learn in This Episode:

• How Greg’s personal journey reshaped his outlook on business and inspired the launch of his latest company
• Why elevating both personal and company brands on LinkedIn is critical for industry reputation and business growth
• What makes personal LinkedIn posts eight times more engaging than company page posts
• How tourism professionals and executives can use LinkedIn to generate inbound leads and deepen current client connections
• Finding your authentic voice and consistently creating compelling LinkedIn content
• Why consistency matters more on LinkedIn than posting daily, and how this steady rhythm builds trust and visibility
• How commenting thoughtfully on industry posts can dramatically increase your reach and position you as a leader in your field

The Overlooked Power of Personal LinkedIn Profiles

Most organizations pour time and money into building their company LinkedIn pages. But as Greg points out, you get eight times more engagement from a personal post than a company post. Yet, less than 10% of travel industry professionals actively post on LinkedIn.

Company pages do have a role, but it’s the people—sales directors, CEOs, and destination marketers—who bring brands to life on LinkedIn. The attention should be on maximizing the personal profiles of the people behind the organization because that is what’s going to move the needle the most for DMOs.

Telling Your Brand Story: Content Pillars and Practical Examples

Most people struggle with what to post or worry about sounding too self-promotional. Greg simplifies content creation with the content pillars approach: define three to five topics you’re passionate about, whether it’s industry trends, personal growth, customer wins, or behind-the-scenes stories. Posts can be brief, and three to six sentences are often enough.

When you’re thinking about what to post:

1. Break down real conversations: What do you say to prospects over coffee? Each point can be its own post.
2. Share stories, not just stats: Humanizing your message attracts more engagement and builds connection.
3. Don’t reshare, add your voice: Rather than simply reposting, offer your perspective on company updates or industry news.
4. Comment strategically: Thoughtful comments on others’ posts can boost your profile—sometimes even more than your own posts.

Greg recommends aiming to post one to three times a week. Consistency is more important than volume, and the key is making LinkedIn content a regular part of your work routine.

Don’t underestimate the impact your personal story and insights can have on your career, and on your destination’s growth and reputation. The world wants to know what makes you (and your place) awesome, so start sharing!

Resources:

• Website: www.drivenbranding.ai
• LinkedIn: https://www.linkedin.com/in/greg-star-5911b562/

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!

On this episode of Destination on the Left, I’m taking you behind the scenes of my own year-end planning process. As we look ahead to 2026, I’ll walk you through how I reflect on the past year, celebrating what worked, identifying lessons learned, and checking in on both team and personal well-being. I share everything from my practical planning frameworks and financial benchmarks to trend forecasting and tips for creating a collaborative culture.

What You Will Learn in This Episode:

• Why intentional reflection and bold, future-oriented questions are essential for setting effective priorities and ensuring organizational growth
• What emerging trends mean for travel, tourism, and hospitality planning in 2026
• How I use practical financial benchmarks and department-level planning to ensure the organization is ready for upcoming challenges and opportunities
• Why operationalizing collaboration by setting clear roles, goals, budgets, and documented processes moves it from a “nice to have” to a real strategic advantage
• What steps you can take to engage your whole team in the visioning and planning process to create greater buy-in and drive results
• How you can use my 2026 planning checklist and reflection questions to set your organization up for long-term success

Begin with Genuine Reflection

Before plotting the future, it’s crucial to anchor your plans in a clear-eyed assessment of the present and recent past. It’s so important to reflect on accomplishments, goal progress, team health, and personal leadership. I ask myself and my team a few probing questions:

1. What did we accomplish this year?
2. Where did we fall short and why?
3. Are our people thriving, or stretched thin?
4. How is my own mental wellbeing impacting my leadership?

These multi-level reflections ground the planning process in reality and provide the learning needed to improve both professionally and personally. Regularly scheduled interviews—such as “stay interviews” with staff—help surface the reasons your team members stay and opportunities for positive change.

Industry Trends and Future Readiness

How well are you anticipating and responding to the shifts in your sector? It’s critical to keep abreast of evolving trends—such as the rise of sustainability and regenerative tourism, persistent workforce challenges, and technological advancements like AI and digital personalization. Simultaneously, there’s a noticeable trend toward travelers seeking meaningful, off-the-beaten-path experiences, as well as a movement to “unplug” and seek present-moment enjoyment.

Empowering Your Team

Planning isn’t a solo exercise. At TAP we use a bottom-up approach: each department creates and presents their strategic plans, which are then built into broader company goals. Our annual team retreats blend strategic planning, culture-building, and a lot of fun ensuring everyone plays a role in shaping the future. We foster a sense of ownership among team members at all levels, after all, when everyone is involved, energy and commitment to the plan dramatically increase.

I want to leave you with this challenge: What role will collaboration play in your 2026 plan, and how will you operationalize it to drive real results—not just good intentions?

Resources:

• Collaboration Research: https://travelalliancepartnership.com/how-we-help/education/research/

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!