On this episode of Destination on the Left, we are doing something different. Earlier this month, we hosted a webinar on the effects of policy and headlines on cross-border tourism. This was the first of a series of community conversations that we will be hosting this year.

In this webinar, we invited 5 expert panelists to talk about Canadian-U.S. Tourism. The conversation was forward-focused and collaborative, and our panelists shared openly, candidly and provided actionable insights and ideas for strengthening cross-border tourism between Canada and the US. That is why we decided to replay the audio from this webinar here on Destination on the Left.

In this episode, you’ll hear from five inspirational tourism and travel media professionals:

• Vince Accardi, President of Ontario Motor Coach Association
• Corey Fram, Director of Thousand Islands International Tourism Council
• Richard Arnold, Owner of Atlantic Tours Canada
• Catherine Dawson March, Travel Writer and Editor of The Globe and Mail
• Christopher Mitchell, Canadian Travel Influencer from Traveling with Mitch

Ideas to Build Community and Collaboration
We examine the impact of recent policy changes and tariffs on cross-border tourism between Canada and the US. Our knowledgeable industry experts share their perspectives on the current Canadian sentiment toward US travel, potential economic impacts, and the power of tourism as a connector during challenging times.

Vince Accardi, President of Ontario Motor Coach Association
Vince emphasizes the longstanding economic and cultural ties between Canada and the U.S. in tourism. He highlights the importance of staying invested in cross-border partnerships even during challenging situations and the importance of open communication and collaboration between tour operators, destinations, and consumers to counter the negative effects of current political climates.

Corey Fram, Director of Thousand Islands International Tourism Council
Corey shares insights from the unique position of a binational destination. He pointed out the historical patterns of cross-border travel challenges, such as those post-9/11, and the impact on travel sentiment. He also stresses the importance of maintaining face-to-face communication and building strong relationships at the local level to ensure continued collaboration across the border.

Richard Arnold, Owner of Atlantic Tours Canada
Richard discusses the deep-rooted connections between Atlantic Canada and the U.S., particularly New England. He frankly expresses that Canadians’ sentiments toward current political issues have also led to hurt feelings. However, he remains optimistic about the tourism sector’s resilience and values the importance of storytelling and media campaigns to remind Canadians and Americans of their longstanding friendly relations and shared histories.

Catherine Dawson March, Travel Writer and Editor of the Globe And Mail
Catherine offers her insights into the editorial perspective on the situation. She discusses the shift in Canadian sentiment toward travel to the U.S. due to current trade issues. Catherine highlights the challenge of running U.S.-focused stories during such times and expresses the responsibility of media professionals to handle content carefully to avoid inflaming existing tensions.

Christopher Mitchell, Canadian Travel Influencer from Traveling With Mitch
Chris speaks about maintaining personal and professional relationships beyond political narratives. While acknowledging the challenges posed by the current climate, Chris emphasizes the value of sharing local stories that highlight human connections and positive experiences. He stresses the role of travel influencers and creators in shaping narratives that transcend political disputes and support ongoing dialogue between Canadians and Americans.

It’s clear that despite the hurdles posed by tariffs and political rhetoric, the tourism relationship between these two countries remains resilient. The panel urges open communication, and strategic partnerships to nurture this vital economic and cultural bond. As communities, companies, and governments on both sides of the border navigate these complexities, the overarching message is one of patience, optimism, and a shared commitment to a future where tourism flourishes, unhindered by current and future challenges.

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This is the first of a two-part series from the ABA Marketplace, in which we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. In this episode, you’ll hear from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel.

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

• Sally Altman, Director Of Global Sales From Travel Advocates: https://www.linkedin.com/in/sally-altman/
• Mitch Bach, CEO of Trip School: https://www.linkedin.com/in/mitchellbach/
• Marlene Kay Smith, Sales Manager Of Traverse City Tourism: https://www.linkedin.com/in/marlenekaysmith/
• Lew Myers, III, Director Of Policy, Research, And Impact At American Bus Association: https://www.linkedin.com/in/lew-myers-iii-38b605126/
• Joe Lannan, Executive Director Of Visit French Lick West Baden: https://www.linkedin.com/in/joelannan/

Insights from ABA Marketplace in Philadelphia

Join us for some golden nuggets from the American Bus Association (ABA) Marketplace in Philadelphia. We’ll explore how the travel sector is evolving, uncover some significant opportunities on the horizon, and discuss strategies driving the future of travel.

Sally Altman, Director Of Global Sales From Travel Advocates
Sally highlights Travel Advocates’ ability to address last-minute hotel sourcing needs and discusses the value of networking and volunteering at shows like ABA for building relationships. She emphasizes listening to colleagues and clients and integrity as keys to her success. For her, it’s those long-term relationships, not just short-term transactions, that drive her career.

Mitch Bach, CEO of Trip School
I loved hearing Mitch Bach, CEO of Trip School and host of the Tourpreneur Travel Business Podcast, share his thoughts on the travel industry’s shift toward building communities and why success lies in building emotional connections with potential clients. He advises new professionals to network actively at events like ABA; his philosophy is to ‘smile and say hello to everybody’!

Marlene Kay Smith, Sales Manager Of Traverse City Tourism
Marlene shares her excitement for upcoming opportunities in 2025, like Traverse City’s international fireworks and its growing collaboration with local partners to attract visitors. She talks more about the trend for “slow tourism,” where travelers favor immersive experiences and connections with the environment. She fondly describes ABA Marketplace as a place to form deeper connections and foster valuable business relationships.

Lew Myers, Director Of Policy, Research, and Impact at American Bus Association
Lew and I discuss the importance of data-driven research and policy advocacy to support the bus and tourism sector. He discusses the foundation’s initiatives, such as scholarships, fundraising events, and research efforts, to strengthen the industry’s competitiveness against other travel modes, such as airlines and cruises. He describes ABA Marketplace as a vibrant, relationship-centered event akin to a family reunion.

Joe Lannan, Executive Director Of Visit French Lick West Baden
Joe focuses on his plans to strengthen local partnerships to improve visitor experiences at his destination. As a leader new to the travel and tourism sector, we discuss why he prioritizes empathy, data-driven decision-making, and collaboration as a leader. Joe appreciates ABA Marketplace as an invaluable platform for networking and gaining fresh perspectives.

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On this episode of Destination on the Left, I talk with Lisa Meriwether, Tourism Manager, City of Danville, and Pittsylvania County, VA all about the creation of a brand new DMO. She details the three key steps that helped set the new brand up for success, starting with hiring a seasoned industry consultant and marketing partner, then focusing on the community’s citizens before the visitors, and finally, connecting the new brand to a tourism product that already existed. Lisa also shares more about how an $850,000,000 Caesars Resort development was the catalyst that got it all started.

What You Will Learn in This Episode:

• Why Lisa prioritized community engagement with locals before promoting to visitors
• How an $850,000,000 Caesars Resort development acted as a catalyst for the tourism program’s success
• How a seasoned industry consultant and marketing partner helped in establishing a strategic plan and brand for Visit SoSi
• Lisa discusses the importance of community collaboration and building partnerships with local stakeholders for sustainable tourism
• Why Lisa leverages an ambassador program to engage citizens and educate them about tourism’s significance in their community

Engaging the Community

When Lisa Meriweather was appointed Danville’s tourism manager, there was no brand, identity, plan, or budget. She collaborated with the Eddie Alexander team to create a tourism master plan and establish a clear, forward direction.

One key part of Lisa’s strategy was prioritizing the citizens of Danville before even targeting visitors. By treating local citizens as their first customers, the Visit SoSi team was able to build community pride and trust in the new brand. This initiative proved to be a turning point, with locals increasingly becoming community champions and showcasing the brand to outsiders.

Catalyst for Transformation – The Caesars’ $850M Resort Development

The $850 million Caesars Resort development has been a huge catalyst for Danville’s tourism revitalization. Lisa talks all about how the project sparked curiosity and excitement nationwide, positioning Danville as an exciting destination. The project was approved in a 2020 referendum and opened in December 2023, drastically altering the economic and tourism landscape in the area.

Caesars’ emergence in Danville has attracted leisure travelers and meeting planners, bridging the gap for an area with limited accommodation offerings. The project has set the stage for further economic development and diversified industry growth, moving away from the historic dependency on textiles.

Collaboration and Connectivity

A cornerstone of the Visit SoSi strategy has been creating a collaborative atmosphere among previously siloed tourism stakeholders. Lisa organized quarterly stakeholder meetings, facilitating a unified front where hotels, museums, raceways, and other attractions could communicate and collectively strategize. This breaking down of silos has led to more cohesive marketing efforts, strengthening Danville’s overall tourism product.

Resources:

• Website: https://www.visitsosi.com/
• Instagram: https://www.instagram.com/visitsosi
• LinkedIn: https://www.linkedin.com/in/lisa-meriwether-10273a2a/

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In this episode of Destination on the Left, Eileen Ivette shares her journey to becoming a creator and travel influencer. We discuss her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Eileen shares historical narratives and shows people how to immerse themselves in history while traveling. She details her storytelling approach, from equipment choices to balancing work, authentic experiences, and content curation for each piece.

What You Will Learn in This Episode:

• Why Eileen is passionate about creating platforms that highlight the presence and contributions of Afro-Latinos in Latin America and the importance of representation
• How Eileen’s unique approach to storytelling involves treating her content as a love letter to a destination and the strategies she uses to create immersive and engaging content
• Why Eileen believes that exposure to diverse cultures through travel leads to personal expansion and greater cultural understanding
• What role Eileen’s background in journalism plays in her ability to capture and share meaningful stories through video content
• How Eileen collaborates with destinations and the flexibility she appreciates when creating authentic stories that resonate with her audience

Celebrating Cultural Diversity Through Travel

With an academic background in journalism, media, and film from Howard University, Eileen has always been passionate about storytelling. This passion led her to create content that entertains, educates, and inspires.

Eileen loves to share stories about black history, businesses, and events across Latin America. Her commitment to this cause was recently recognized with her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Through her work, Eileen aims to share history and show how travelers can immerse themselves in it when visiting different destinations. She believes that cross-cultural connections and exposure to new cultures lead to expansion and growth.

Crafting Content with Heart

Eileen views her projects as love letters to the destinations she showcases, pouring emotion into each piece she produces. Her aim is always to capture the energy and essence of each place she visits, bringing it to life for her audience.

She described balancing her work with the authentic travel experience, ensuring her content remains engaging and immersive. Her goal is to make viewers feel the energy and emotions of the places she visits, even if they can’t be there in person.

Inspiring Connections

Eileen’s work goes beyond sharing beautiful destinations; it bridges gaps and inspires meaningful conversations about cultural diversity. She emphasizes the importance of connecting with one’s roots through travel, highlighting how these journeys can help individuals understand and appreciate the diverse threads that shape our shared history. Eileen’s travels to Colombia and Brazil are great examples of how immersing yourself in local culture builds amazing community connections.

Resources:

• Website: http://www.eileenivette.com/
• LinkedIn: https://www.linkedin.com/in/eileen-ivette/
• YouTube: https://youtu.be/beLg_ljrmDU?si=a-Uh6NskvNjpWqEm

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On this episode of Destination on the Left, I talk with Stacy Ritter, President and CEO of Visit Lauderdale, about the importance of serving your community and residents first. We discuss how she approached the realities of the cultural divisions in her state and how her organization has helped her community stay true to who they are and share that message with others. We also discuss Visit Lauderdale’s upcoming exciting new projects and creative collaborations.

What You Will Learn in This Episode:

• How Stacy approached Visit Lauderdale’s rebrand by focusing on inclusivity and service to the community
• Why she believes in speaking out against the cultural wars in Florida, and how it reflects the values of her community
• Strategies Visit Lauderdale uses to stand out in a crowded travel and tourism marketplace
• Exciting collaborations that Visit Lauderdale has with destinations like Provincetown and Palm Springs
• What exciting new developments are on the horizon for Visit Lauderdale, including the convention center expansion and partnerships
• Stacy’s perspective on representing and reflecting community values in destination marketing

Rethinking the Brand

We dig into the rebranding process for Visit Lauderdale. Dissatisfied with the previous tagline, “Hello Sunny,” Stacy led a brand overhaul to better reflect the vibrant diversity of the area. The new tagline, “Everyone Under the Sun,” focuses on inclusivity and much better represents the multicultural population of Broward County, which includes 170 nationalities and 148 languages.

Stacy shares the importance of understanding residents first and genuinely believes that when the community is happy they are positive ambassadors for a destination.

Values-Led Leadership

Throughout our discussion, Stacy shares her perspective on the importance of values-led leadership. Visit Lauderdale is committed to inclusivity, economic growth, and resident welfare. This values-centric approach improves community relations and helps craft genuinely magnetic marketing campaigns that have an impact.

Exciting Developments on the Horizon

Visit Lauderdale has some exciting projects on the horizon, including the $1 billion expansion of the Broward County Convention Center and the new 801-room Omni Hotel, expected to open in September 2025. These new projects will significantly improve Fort Lauderdale’s ability to host larger conventions and attract international attention.

The renovation of Pier 66, a historical site and iconic building, is just one example of how Fort Lauderdale is preserving its heritage while integrating all the attractions that contemporary travelers are looking for. Stacy is looking forward to these future developments drawing in more visitors and improving the overall experience of the area.

Resources:

• Website: https://www.visitlauderdale.com/
• LinkedIn Personal: https://www.linkedin.com/in/stacy-ritter-10454917/
• LinkedIn Business: https://www.linkedin.com/company/gflcvb/

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On this episode of Destination on the Left, I talk with Graeme Labe, Managing Partner and Chief Design Officer at Luxury Frontiers. He discusses how his immersive design firm got started and has gained traction since 2020 as people are seeking more meaningful experiences. Graeme redefines the meaning of luxury travel, explaining that genuine experiences and a connection to nature are important parts of this market.

What You Will Learn in This Episode:

• How Graeme transitioned from traditional hotel project management to becoming the managing partner at Luxury Frontiers, a company specializing in immersive and experiential design for the hospitality industry
• Why the concept of luxury has evolved to focus more on genuine and meaningful experiences rather than just physical amenities
• How the COVID-19 pandemic accelerated the demand for experiential hospitality
• What specific strategies and design elements Luxury Frontiers use to integrate local communities into their projects, ensuring sustainability and creating mutual benefits
• Graeme shares insights on creating holistic return on investment by balancing financial gains with environmental sustainability and community engagement

The Rise of Immersive Experiences

Graeme co-founded Luxury Frontiers, a design firm that creates unique and innovative architectural designs for the hospitality industry. Their goal is to craft unforgettable experiences that blend seamlessly with the surrounding natural environment. By working with well-known clients like Abercrombie and Kent, Graeme’s approach has helped redefine what luxury travel means today.

The idea of luxury has changed. It’s no longer about flashy displays of wealth. Today’s Travelers are looking for authentic and meaningful experiences connecting them with nature and local culture. Graeme understands this shift and uses it to create designs that appeal to modern travelers. One example is the Nabiba project in Mexico, collaborating with Four Seasons. This project reimagines hospitality by focusing on unique lodging, interactive dining, and deep engagement with the local area. Guests are encouraged to participate in food preparation, and there’s no traditional reception area. Nabiba offers an immersive experience that goes beyond a typical hotel stay.

Strategic Collaboration

Graeme believes collaboration is key, whether with other architects, designers, or local communities. He’s convinced that teamwork leads to amazing results, not just in the creative process but in the final product because it brings together a wealth of knowledge and experience.

Sustainability is really important to Graeme and Luxury Frontiers. He explained that it’s not just about being eco-friendly – it’s also about creating jobs for the people who live nearby. Their projects often use local architecture and traditional building methods, which means more jobs and skills training for locals. This way, the whole community benefits from each project for years to come.

Redefining ROI in Hospitality

The COVID-19 pandemic really sped up the demand for immersive experiences. As people started coming out of lockdowns, they really wanted to reconnect with nature and enjoy meaningful interactions. Graeme noticed a big increase in demand for projects that offer genuine engagement with the environment and local culture. This shift has allowed Luxury Frontiers to focus on delivering amazing experiences and solidify their position as a market leader.

Graeme wrapped up the conversation by challenging the traditional idea of return on investment (ROI). He suggested that travel marketers need to start looking at the bigger picture and consider both financial returns and environmental impact for the future of hospitality. By prioritizing sustainable practices and immersive experiences, companies can improve their bottom line and make a positive contribution to the world and local communities.

Resources:

• Website: https://www.luxury-frontiers.com
• LinkedIn Personal: https://www.linkedin.com/in/graeme-labe-a0332b19
• LinkedIn Business: https://www.linkedin.com/company/luxury-frontiers

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On this episode of Destination on the Left, I talk with Andy Clinton, CEO of Visit York County. He discusses why youth sports tourism is so important to his community and how reaching out to other successful destinations for inspiration has helped them build their visitor numbers. Andy also shares the details of the innovative strategies that Visit York County uses to grow traffic to their website, increasing it from 500,000 to over 2 million page views annually.

What You Will Learn in This Episode:

• Why youth sports tourism is crucial for York County and how the community leverages its local assets to attract major events
• How Visit York County collaborates with local partners like the Chamber of Commerce and economic development organizations to enhance overall community marketing
• Why short-form videos and digestible blogs are vital for engagement and how they have transformed their digital presence
• Andy’s approach to benchmarking and reaching out to other successful destinations for inspiration and best practices
• How Visit York County uses geolocation data to provide unique insights to local businesses

Youth Sports Tourism

One of the central themes Andy discussed was the burgeoning field of youth sports tourism. York County’s various state-of-the-art sports facilities, including a nine-court basketball facility and softball complexes, position it as a prime location for national and international sports events. With events like the Adidas 3SSB basketball circuit and the NCAA Cross Country Southeast Regionals, the county has been able to attract substantial hotel bookings.

Andy stressed the impact of accessibility on their success, particularly the convenience offered by the nearby Charlotte Douglas International Airport. This airport’s proximity allows for easy travel, attracting teams and visitors nationwide.

Focusing on Collaborations

Andy shares how Visit York County collaborates with the York County Chamber of Commerce and the county’s economic development department to build united marketing efforts. Their partnership ensures that they present a cohesive message that promotes the county as a tourist destination and a vibrant community with ample business opportunities.

We also discuss how Visit York County uses geolocation data to provide unique insights to local businesses. By analyzing mobile location data, they can report detailed information about their customer base to restaurant and brewery owners, such as the percentage of visitors from outside the county and the number of different states that customers are coming from. This approach allows stakeholders to see the tangible benefits of tourism and understand its significant impact on their businesses.

Getting Visible Online

A huge part of York County’s strategy has been continuously boosting its digital presence. Visit York County’s website has had an impressive transformation over the past few years, resulting in an impressive increase in traffic from 500,000 to over 2 million page views annually. The key to this impressive growth is in creating engaging short-form video content, great imagery, and digestible blogs. Topics like “Top Five Places to Pick Strawberries” and “Where to Find Santa in York County” have driven traffic and engaged tourists and local residents.

Resources:

• Website: https://www.visityorkcounty.com/
• LinkedIn Personal: https://www.linkedin.com/in/andrew-clinton-05720258/
• LinkedIn Business: https://www.linkedin.com/company/visityorkcountysc/

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 Arturo Gaona, Chief Partnership Officer at Wheel the World. Arturo shares how Wheel the World started with one vision in mind and evolved into a solution for helping visitors of all abilities know what to expect when planning their travels. He shares how Wheel the World collaborates with DMOs to map accessibility features and provide accurate, reliable accessibility information for travelers.

What You Will Learn in This Episode:

• Why Wheel the World was founded and how a crowdfunding trip to Patagonia inspired the start of the company
• What the Accessibility Mapping System (AMS) is and how it helps both DMOs and travelers
• Specific challenges travelers with disabilities face and how Wheel the World’s solutions aim to address these issues
• How the Destination Verified program helps destinations attract more diverse visitors by making accessibility information more transparent and accessible
• What proactive steps DMOs can take to improve how they share information about accessibility

From Personal Experience to Global Impact

Arturo shares how Wheel the World was born in 2016, when a trip planned with friends, including a wheelchair user, to Torres del Paine in Patagonia exposed the glaring gaps in accessible travel information. The group’s determination led to creating a hiking wheelchair and a crowdfunded expedition, which went viral, catapulting the concept of accessible travel into the spotlight. The overwhelming internet response to their self-filmed documentary inspired Arturo and his friends to found Wheel the World in 2017.

How DMOs Can Create Accessible Destinations

The collaboration with Visit Mesa, a trailblazer in destination accessibility, was Wheel the World’s foray into working with DMOs. Arturo explains how their method helps destination marketers take steps to share their accessible locations with potential visitors:

1. Accessibility Information
Provide accurate and comprehensive accessibility information. Arturo explains that many destinations lack a centralized repository of accessibility data. By mapping the accessibility of over 90 destinations with its Accessibility Mapping System (AMS) app, Wheel the World can provide travelers with the information they need to plan their trips.

2. Booking Solutions
Once accessibility data is collected, the next step is ensuring that travelers can easily book accommodations and services that meet their unique needs. Wheel the World offers a user-friendly platform where accessible travel options are readily bookable, bridging the gap between information and action.

3. Training
Another barrier to accessible travel is hospitality professionals’ lack of knowledge and awareness of interacting with people with disabilities. Wheel the World’s Academy provides training that gives industry professionals the skills they need to provide excellent service, break down invisible barriers, and embed inclusivity. Arturo also discusses how marketers can present the destination in a way that resonates with travelers with disabilities, ensuring they feel welcomed and included.

Arturo emphasizes that DMOs can start by taking small, actionable steps toward inclusivity. The key starting point is to find out a destination’s accessibility information online and then work on continuously improving accessibility.

Resources:

• Website: https://wheeltheworld.com/
• LinkedIn Personal: https://www.linkedin.com/in/arturo-gaona-ab38a71a/
• LinkedIn Business: https://www.linkedin.com/company/wheeltheworld/
• Destination Verified: https://wheeltheworld.com/destination-verified?

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 Nikita France, Founder of Travel Agent Collective, who shares her story of how she helps travel agents build their businesses by building their personal brand. She offers great actionable advice on how to stand out on social media so you can build authority, confidence, and trust with potential customers.

What You Will Learn in This Episode:

• How Nikita transitioned from consulting for Caribbean hotels to founding Travel Agent Collective
• Why personal branding is crucial for travel agents and the methods to build trust and authority in the industry
• How Nikita advises travel agents to use social media platforms like LinkedIn, Instagram, and Facebook to position themselves as industry experts
• Why email marketing is an indispensable tool for travel agents and how to effectively use personalization and conversational tones
• How to leverage TikTok trends and move followers to other platforms, ensuring higher engagement and conversions
• Nikita’s insights and practical advice on repurposing content and using AI to optimize your marketing efforts

The Story Behind Travel Agent Collective

After consulting for Caribbean hotels and spotting a gap in travel advisors’ marketing strategies, Nikita founded Travel Agent Collective in 2017. Starting as a basic content solution, it has evolved into a comprehensive platform that provides vital marketing tools for travel advisors.

The pandemic posed unprecedented challenges for the travel industry. Launching her company in November 2019, Nikita quickly pivoted her messaging to assist travel advisors in handling client cancellations and rescheduled trips. The conversation around personal branding was never more relevant, as maintaining a strong social media presence during the pandemic proved essential for staying top-of-mind with clients.

Why Personal Branding Builds Authority

Personal branding isn’t just about self-promotion—it’s about building trust and establishing authority in your field. For travel advisors, this means cultivating an authentic presence that speaks directly to potential clients. “People relate to people,” Nikita emphasizes. “A strong personal brand lays the groundwork for authentic connections.”

Nikita advises blending personal content with business updates to reach as many potential travelers as possible. For example, you could share a mix of family photos and client success stories on Facebook. This humanizes your business, making clients feel more connected to you as a person. On Instagram, maintain a conversational tone like speaking to a friend at a cocktail party. And on LinkedIn, focus on thought leadership: share your industry insights and success stories to establish yourself as an authority.

Using Social Media Effectively

Each social media platform serves a different purpose, and Nikita shares her tips on how you can use each platform effectively as a business.

Facebook: Maintain a business page and use your personal page for broader reach. Share a mix of personal and business content to stay authentic.

Instagram: Use a business profile for better insights. Personal stories can blend with business updates to help you stay top of mind with travelers.

LinkedIn: Approach it as a platform for thought leadership. Share industry insights and behind-the-scenes content to build authority.

Engagement is key to social media’s effectiveness. Nikita stresses that your tone should be conversational, not salesy. Your stories and successes should subtly showcase your expertise without overt selling.

Resources:

• Website: https://www.travelagentcollective.com/
• LinkedIn: https://www.linkedin.com/in/nikitafrance/

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 Brian Applegarth, founding chair of the Cannabis Travel Association International and owner of Applegarth Strategies, about the burgeoning interest in cannabis tourism. He describes the four archetypes of this growing target market, and we discuss how destinations should think about their cannabis experience and how to develop it alongside their brand. Brian also shares some case studies of destinations that are innovating with cannabis experiences right now.

What You Will Learn in This Episode:

• How Brian categorizes cannabis travelers into four distinct archetypes and the marketing strategies tailored for each
• Why there is a growing interest in cannabis tourism, with approximately 70 million Americans expressing interest
• What role data and storytelling play in effectively marketing and integrating cannabis tourism into travel destinations
• How destinations like Travel Santa Ana and VISIT Oakland are innovating with cannabis experiences, including the introduction of cannabis trails
• What the cannabis travel industry can learn from craft brewery and vineyard tourism

Understanding the Cannabis Tourism Market

With over 70 million Americans interested in cannabis tourism, Brian shares the importance of understanding the varied subgroups within this demographic. His insights into what kinds of travelers are interested in exploring cannabis culture help DMOs create targeted marketing and refine their strategies to better attract this rapidly growing group. From the ‘canna-curious’ to the ‘transformative/ceremonial traveler,’ understanding these traveler personas enables more precise, meaningful engagement.

Brian outlines four distinct archetypes that highlight varying niches of cannabis engagement and interest:

1. Canna-Curious: Individuals who are interested in exploring cannabis experiences but aren’t necessarily consumers.
2. Cannabis Wellness: People focused on enhancing their quality of life and well-being through cannabis.
3. Cannabis Connoisseurs: Enthusiasts who are interested in the intricacies of cannabis cultivation and different varieties.
4. Transformative/Ceremonial Traveler: Those seeking spiritual or consciousness-expanding experiences through cannabis.

Understanding these subgroups is crucial for destinations aiming to effectively cater to the diverse needs and preferences of cannabis tourists.

Leveraging Data to Inform Strategy

Brian emphasizes the power of data in creating successful cannabis tourism strategies. His data-driven approach allows destinations to design engaging and personalized cannabis experiences. We dig into the details of Brian’s work with destinations like Travel Santa Ana, with its 30 cannabis shops and how they collaborate with a local cannabis farm, or Oakland’s ‘Visit Oakland’ cannabis trail which stands out by combining lounges, shops, and equity-focused activities, promoting diversity and inclusion in the cannabis industry.

Opportunities in Cannabis Tourism

As cannabis legalization spreads, destinations can innovate with creative cannabis-centric experiences. The synergy with craft beverages, especially in agriculturally rich regions, offers destinations really exciting prospects and the integration of cannabis has huge potential for capturing the imagination of a new group of visitors. Brian highlights the importance of collaboration and an inclusive approach that respects local cultures and histories.

Resources:

• Website: https://brianapplegarth.com/
• LinkedIn: https://www.linkedin.com/in/Brian-Applegarth/
• Canna-Starter Kit for Destinations: https://brianapplegarth.gumroad.com/l/starterkit

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!