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

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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/

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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/

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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/

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On this episode of Destination on the Left, I talk with Jason Nies, proprietor of the renowned Inn at Honey Run, and LaVern Hershberger, Vice President of Homestead Furniture. This week’s show takes us to the heart of Ohio’s Amish country, where we dive into a truly unique partnership: The Inn at Honey Run’s iconic Club Level Honeycombs—rooms built into the hillside—are set for a major redesign with Homestead Furniture leading the transformation. Jason and LaVern share the story of how their professional paths crossed through local tourism efforts, their shared mission to honor the area’s heritage while staying relevant, and how their businesses are making an impact far beyond their own walls by referring guests to one another.

What You Will Learn in This Episode:

• Why both companies are focused on staying relevant to new generations of customers while remaining true to their roots and values
• What makes Homestead Furniture stand out in the Amish furniture industry
• How the redesign of the Inn at Honey Run’s Club Level Honeycomb rooms will offer guests twelve distinct themed experiences to appeal to diverse visitor preferences
• Why community collaboration and participating in local tourism committees have been a catalyst for business innovation and personal connection in Holmes County
• How tourism and destination marketing directly impact both the resort and furniture business, creating a full-circle relationship where each refers customers to the other and enhances the local economy
• LaVern and Jason’s advice on making partnerships work, including the importance of aligned values and trust in each other’s expertise

Staying Relevant in a Changing Landscape

Both the Inn at Honey Run and Homestead Furniture have deep roots in their community—Jason as the inn’s third owner and LaVern as part of Homestead’s third generation. But remaining core to your brand while evolving to meet modern tastes is a challenge. By integrating contemporary designs and offering full customization, Homestead ensures their craftsmanship appeals to both long-standing customers and a new, design-savvy generation.

Jason describes The Inn at Honey Run as “not an Amish country experience” in the traditional sense, but rather “an affordable luxury getaway” located in natural beauty, complete with unique hillside Honeycomb rooms, an award-winning restaurant, and an open-air art museum. By continuously refining the inn’s offerings, Jason is setting a new standard for rural luxury and authenticity.

A Vision for Diverse, Immersive Stays

At the heart of this collaboration is the Honeycomb Homecoming project, a complete reimagining of The Inn at Honey Run’s signature Honeycombs—earth-sheltered suites built into a hillside and renowned for privacy and natural immersion.

What makes this project groundbreaking is its approach to guest experience. Each of the 12 Honeycomb rooms will be uniquely themed, offering distinctive moods, decor, and even scents to transform the atmosphere. Thanks to the partnership with Homestead, guests will soon be able to choose their ideal ambiance, whether rustic, coastal, mid-century, or traditional, along with the highest level of Amish craftsmanship.

Creating a Destination, Not Just a Stay

The connection between The Inn at Honey Run and Homestead Furniture extends beyond their immediate partnership. Both Jason and LaVern are actively involved in local tourism development, serving on the chamber’s tourism committee to promote Holmes County while preserving authentic Amish culture. Their partnership reinforces Holmes County’s status as a top tourist destination in Ohio, attracting visitors eager to escape city life and immerse themselves in natural beauty.

The collaboration is full circle; visitors drawn by Homestead’s reputation for quality design are guided to stay at the inn, while hotel guests experience Homestead’s work firsthand, perhaps inspiring a furniture investment of their own.

Resources:

• Website: https://www.homesteadfurnitureonline.com/
• Website: https://www.innathoneyrun.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!