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Destination On The Left

Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.
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Now displaying: April, 2023
Apr 26, 2023

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful.

On this episode of Destination on the Left, I talk with Susan Baier, my research partner in our latest research study on my favorite subject of collaboration. We share the insights uncovered about how to operationalize collaboration and why we were keen to understand all the ways that tourism, hospitality businesses, and DMOs are creating successful partnerships.

What You Will Learn in this Episode:

  • The three different types of collaborators that were identified in the study
  • Why the study focused on understanding how organizations are operationalizing collaboration and integrating it into their daily and strategic business practices
  • The importance of collaboration as a business strategy
  • Key attitudes towards collaboration uncovered in the survey
  • Factors that contribute to a collaborative mindset, such as communication, open-mindedness, and active listening
  • How collaboration can support diversity, equity, and inclusion efforts in organizations

Collaboration as a Strategy

Destination marketers understand the importance of collaboration as a strategy to achieve their goals. In our recent survey on attitudes towards building collaboration into internal systems, three distinct segments emerged.

The first group, prudent planners, believe in a formalized collaboration process that includes clearly defined goals, financial objectives, and communication channels. They emphasize the need for a contingency plan to address unforeseen circumstances and advocate for a designated person to manage collaborations. For prudent planners, collaboration is a process-oriented activity that requires a well-structured framework.

The second group of destination marketers is called enterprisers, and they are characterized by their love for collaboration. They are open-minded about the collaboration process and believe in allowing adjustments to happen organically. Enterprisers view collaborations as a competitive advantage and do not limit themselves to collaborating within the travel and tourism industry only but also with organizations outside the industry.

The third group, the selective spectators, are less proactive when it comes to collaborations. They only collaborate with organizations they have some connection with, and they take a reactive approach, waiting for others to offer collaboration opportunities. Selective spectators are less confident about their collaboration process and do not see the need for collaborators to share the same values.

Understanding these distinct segments is crucial for destination marketers to tailor their collaboration strategies for the best results.

Traits of a Collaborative Mindset

The survey found that most respondents plan to increase the number of collaborations they’re involved in. The study identified communication, open-mindedness, flexibility, active listening, and being a team player as factors that contribute to a collaborative mindset. Our study encourages destination marketers to think more intentionally about collaboration and identify the pieces of their process they follow when collaborating.

Resources:

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Apr 19, 2023

Travel writer and historian Rick Antonson has traveled on trains through twenty-eight
American states, across nine Canadian provinces, and in more than thirty-five countries. He is co-author of a book of railway stories, Whistle Posts West: Railway Tales From British Columbia, Alberta, and Yukon.

He and his two sons, Brent and Sean, circumnavigated the Northern Hemisphere by train over the course of five trips, traveling through countries as varied as Belarus, Mongolia, and North Korea. Rick and his wife, Janice, became engaged on a train in Alabama en route to New Orleans. Rick is the former president and CEO of Tourism Vancouver (now Destination Vancouver). He served as chair of the board for Destinations International, based in Bangkok, Thailand. He was vice president of Rocky Mountaineer during its start-up years in the early 1990s. Train Beyond the Mountains is his fifth travel narrative.

On this episode of Destination on the Left, Rick Antonson shares why he wrote his latest book, Train Beyond the Mountains, and the fresh perspective traveling with his 10-year-old grandson gave him. We also talk about intergenerational or legacy travel and why this market segment may be an overlooked opportunity for destination marketing organizations.

What You Will Learn in this Episode:

  • Rick shares more about why he wrote his latest book, Train Beyond the Mountains, and why it’s his personal favorite
  • What cathedral thinking is, and what it means in the context of the travel industry
  • What we can learn from taking a moment to travel with family and learn from its younger members
  • Why having a travel companion so different from himself brought out stories Rick never would have found alone
  • How to market opportunities for multigenerational and legacy travel

A Fresh Perspective

Rick Antonson shares the story behind his new book, Train Beyond the Mountains, which documents his two-week trip with his grandson in the Canadian Rockies. The pair traveled on the Rocky Mountaineer train, and Rick shares why being on the train with his grandson sparked a lot of reflection. He realized that traveling with a child allows you to see the world through a different lens.

The Joy of Travel

Rick talks about the importance of travel writing in motivating and inspiring people to actually go and visit destinations. He shares some experiences from his travels, including a touching moment with his grandson on a train journey and a missed opportunity to learn the story of a fellow traveler.

He reflects on the Buddhist idea that we often assume we have more time than we do, and how COVID-19 has taught us never to take travel for granted. As a destination marketer, he encourages inviting people to experience new places and meet people who are different from themselves.

Legacy Travel

On the show, Rick also talks about the market opportunity of legacy travel. As each generation ages, there is a ticking legacy clock in the back of their mind, and leaving memories behind for their family becomes important. We dive into how destinations can better identify and market to legacy travelers, accommodate their needs, and ensure that activities are enjoyable and informative for all ages.

Resources:

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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Apr 12, 2023

Passionate about the interconnection between food, agriculture, tourism, arts, and culture, Rebecca has been instrumental in developing tourism products, including Prince Edward County’s award-winning Taste Trail & Arts Trail and the Culinary Tourism Alliance’s Feast On® certification program.

In her role at the Culinary Tourism Alliance (CTA), Rebecca manages highly participatory and asset-based community development projects at the local, regional, provincial, and national levels. She oversees programming, partnership development and develops comprehensive marketing partnerships to increase awareness of Canada’s food tourism experiences.

Rebecca contributes her expertise to a variety of industry boards, including the Tourism Industry Association of Ontario (TIAO) and the United Nations World Tourism Organization’s (UNWTO) Sustainable Development Goals Working Group. She has written the curriculum for Centennial Colleges Food Tourism Post Graduate Program, contributed chapters to the 2nd UNWTO Global Report on Gastronomic Tourism, and produced a chapter on Transforming the Terroir into a Tourist Destination to the Routledge Handbook of Gastronomic Tourism (release date of fall 2019). Rebecca completed a Master of Arts in Global Leadership at Royal Roads University in 2021 with a specific interest in sustainable tourism. She is a part-time professor at George Brown College in their Food Tourism Entrepreneurship program.

Born and raised in Toronto, Rebecca spent her summers in rural Prince Edward County. In her grade 12 year, she sailed with West Island Colleges Class Afloat on a 156-foot-tall ship to 20 countries in Europe and Africa – an experience that rooted her passion for travel, adventure, and taste of place! Rebecca continues to split her time between Toronto (week) and Prince Edward County (weekends), sharing her adventures with her husband, two teenage sons, and silver labrador Blueberry.

On this episode of Destination on the Left, I talk with Rebecca Mackenzie, the President and CEO of Culinary Tourism Alliance. In this enlightening conversation, Rebecca provides insightful definitions for culinary tourism and agri-tourism and shares her expertise on building partnerships and programs that are sustainable and beneficial for all involved.

What You Will Learn in this Episode:

  • How destinations can leverage culinary and agritourism to stand out by defining their unique selling proposition and sharing their stories
  • Why successful culinary and agri-tourism programs are grassroots-driven, and DMOs should understand and own their particular taste of place to collaborate and showcase it to visitors
  • What culinary tourism is and how it reflects the history, heritage, and culture of a place
  • How marketing organizations can create a curated culinary tourism experience
  • How the Maple in the County event encouraged collaboration, bringing together five maple syrup producers under one brand and encouraging local businesses to create maple-themed products and experiences
  • Rebecca shares her insights and best practices for initiating and developing partnerships

The World of Culinary Tourism

In this episode, Rebecca Mackenzie, the President and CEO of Culinary Tourism Alliance, dives deep into the world of culinary and agri-tourism. Mackenzie shares her insights on how destinations can truly stand out by defining their unique selling proposition and sharing the stories of the people who grow, raise and craft their tastes of place. As Mackenzie explains, the reality is that no two ingredients are quite the same, and the way they are processed or celebrated reflects the culture of that place.

Successful culinary and agri-tourism programs are grassroots-driven, and business operators must fully understand and own their unique taste of place to collaborate and showcase it to visitors. By executing excellent multi-sensory experiences, destinations can leave lifelong impressions with visitors, ultimately keeping them competitive in a rapidly growing industry. So tune in to learn more about how to make your culinary and agri-tourism program outstanding in your field.

History, Heritage, and Culture

Rebecca explains that culinary tourism includes any travel experience where a person can learn about and consume food and drink that reflects a place’s history, heritage, and culture. While agritourism is primarily focused on the production side of food and beverage, culinary tourism goes a step further by providing visitors with an opportunity to taste the products grown and raised in the area.

This immersive experience allows visitors to understand the nuances of grape growing, production processes, and the people involved in the destination. From visiting farmers’ markets and specialty food retailers to attending cooking schools and festivals, there are numerous ways to experience the taste of the place.

Maple in the County

We also discuss the development of the Maple in the County event over 20 years ago in Prince Edward County, Canada. The event brought together five maple syrup producers under one brand, encouraging local businesses to create maple-themed products and experiences. The first year saw almost 100 businesses participate, leading to increased tourism and visitors spending longer in the area.

Resources:

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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Apr 5, 2023

Break the Ice Media team members Rhonda Cardenas and Brittany Lynn attended the Georgia CVB annual conference and discovered a wealth of inspirational stories and ideas that the state has to offer. With a positive momentum coming off of a strong 2022, there is a lot of optimism for a bright future in Georgia tourism.

The state’s beautiful outdoors continues to attract visitors, with state parks seeing large numbers of visitors and new apps featuring outdoor experiences like canoe and kayak trails. The conference attendees described the event as exciting, innovative, collaborative, and like a family, making it clear that Georgia’s tourism industry is evolving and staying relevant in a changing world.

In this episode, you’ll hear from seven Georgia tourism leaders:

Collaboration and Learning

The Annual Conference organized by GACVB offers an excellent chance for professionals in the tourism industry to upgrade their knowledge of destination marketing and management. At this conference, industry suppliers, travel and hospitality affiliates, and tourism professionals come together to discuss successes and explore solutions related to the travel and tourism industry. It is a fun and informative event that offers ample opportunities for collaboration and learning with like-minded professionals across the state.

Joe Marinelli – President, Visit Savannah

Joe shares one of the many successful partnerships that his organization has fostered in Savannah. He explains how they work closely with the leadership of the Savannah/Hilton Head International Airport and formed an Air Service Task Force made up of representatives from the airport, Visit Savannah, and Hilton Head to attract new air service to the region. By working together, they have brought in new airlines and expanded the number of destinations the airport serves.

Kat Hoyt – Visitor Center President, Discover Darien

Kat shares why it’s about more than just visiting attractions, but getting outside and enjoying Georgia’s beautiful natural spaces. Whether it’s hiking through the mountains or paddling down a river, visitors are increasingly interested in connecting with nature and exploring the outdoors.

Kat also describes the potential she sees in the use of technology to enhance the visitor experience. For example, the riverkeepers are developing apps that offer information about canoe and kayak trails in the state. This kind of technology can help visitors plan their trips more effectively and make the most of the available destinations.

Sam McDuffie – Director of Tourism for Discover Dahlonega

Sam shares his successful collaboration and partnership experience in using Over-the-Top (OTT) Television for their destination’s tourism promotions. He emphasizes the importance of adapting to new technologies to cater to the ever-changing preferences of their target audience. With more people now using streaming devices for their TV viewing, his DMO has been trying to reach its target market by promoting its commercials and brand in streaming services through OTT TV.

Sandy White – President & CEO Alliance for Dade, Chamber of Commerce & Welcome Center

Sandy shares her excitement for tourism in Georgia in 2023 and notes that the trend of outdoor activities continues to gain momentum, with state parks seeing large numbers of visitors. She believes people are rediscovering the joys of road trips and staying close to home due to lingering concerns about air travel. As a result, small communities and outdoor destinations in Georgia are poised to benefit greatly. She also observes that the market is shifting towards more family-oriented weekend trips that involve outdoor activities.

Stephanie Stuckey – CEO of Stuckey’s Corporation

Stephanie believes their brand is all about the freedom and independence of exploring America, which is at the core of tourism. Stuckey is excited to see a revival of the road trip in the country, as people are enjoying the joy of getting in their cars and exploring. In terms of changes in the market, Stuckey has noticed an increasing interest in small-town America. The sense of belonging and connection to a place is becoming more important to travelers, which makes Stephanie optimistic about the future of tourism in America.

Steven Schumacher – President, Cartersville Bartow CVB

According to Steven Schumacher, one trend that’s new to the market and booming right now is the popularity of platforms like Airbnb for renting homes and cabins. In the past, hotels were always the main focus for CVBs to earn occupancy taxes. However, in recent years, with Airbnb’s contributions to CVB funding, it has expanded their reach to those who may not want a traditional hotel stay. By partnering with both hotels and home-sharing platforms, CVBs can attract a broader range of travelers. Steven believes this trend enhances their ability to appeal to people who are interested in experiencing destinations in a more home-like setting rather than a traditional hotel.

Tyler Bryant – President & CEO, Visit Hawkinsville

According to Tyler, the word that best describes the GACVB annual conference is “collaboration.” This conference is all about sharing and learning new ideas from each other and working together towards success. The attendees collaborate with one another to grow and prosper in the industry. He shares why the conference offers a great opportunity for professionals to network, exchange knowledge, and find ways to work together toward a common goal.

Forward Momentum for Georgia Destinations

Our attendance at the Georgia CVBS conference has revealed some exciting insights into the state’s tourism industry. Georgia is experiencing positive momentum after a successful 2022 with a promising outlook for 2023. Visitors are drawn to the state’s natural beauty, with outdoor experiences remaining a top priority for many. Furthermore, the revival of road trips and interest in small-town America is playing into Georgia’s strengths, making it a compelling destination for visitors. The state’s tourism industry is continuously evolving to remain relevant in a changing world, and we’re excited to see what the future holds for Georgia.

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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

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