Destination On The Left – Details, episodes & analysis

On this episode of Destination on the Left, I talk with Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home advertising to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign.

• How Freddie and his team used a branded treat truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign
• Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message
• What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients
• Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way
• What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency

Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento.

The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors.

We chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels

We rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns.

• Website: https://www.emcoutdoor.com/
• LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/
• LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/

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On this episode of Destination on the Left, I talk with Rob DelliBovi, Owner and CEO at RDB Hospitality Group. He shares his insights on why micromanagement is underrated when it comes to delivering exceptional service because consistency is key. We discuss the strategies Rob’s company uses to provide added value for travelers and suppliers, and Rob shares an amazing example of collaboration in the travel agent world he’s experienced recently.

• What strategies Rob’s company, RDB Hospitality, uses to provide added value for travel consumers and suppliers
• How the travel industry has shifted towards green initiatives, like offering rewards for reduced housekeeping, and why this is important
• Why micromanagement and direct access to clients is vital in delivering exceptional service in the travel and hospitality industry
• Collaborations that Rob has been involved with, including his recent experience of rallying travel agents to fight airline initiatives to encourage travelers to book direct
• Why everyone should use a travel agent rather than rely on online booking sites

I love that at the core of Rob’s philosophy is an unwavering commitment to exceptional service—every time. He discusses why today’s high-end clients are willing to pay a premium for personalized and efficient service they can rely on and how understanding and implementing attention to detail sets RDB Hospitality apart from traditional agencies.

We discuss why focusing on being taken care of and quickly resolving any issues is vital to keeping clients satisfied. Rob adds that the expectation of stellar service is foundational in maintaining client loyalty and promoting repeat business.

Rob highlights various ways his team keeps abreast of the latest trends and developments, including trade shows, familiarization trips, and webinars, to ensure their customers have the best experience possible. We also discuss how the workforce shortage impacted the hotel experience immediately after the pandemic and why staff shortages are fortunately no longer a problem across most of the travel industry.

Rob stressed the significance of controlling the travel process to ensure successful outcomes. With so many opportunities for discrepancies that can seriously negatively impact a client’s experience, micromanagement is crucial. He shares the importance of managing every aspect of a client’s journey, from the initial booking to the final check-out.

This control extends to intimately understanding client needs, ensuring that service levels remain high. This dedication to managing operations efficiently and meeting customer expectations is a cornerstone of RDB Hospitality’s success.

• Website: https://www.rdbvip.com/
• LinkedIn Personal: https://www.linkedin.com/in/robdellibovi/
• LinkedIn Business: https://www.linkedin.com/company/rdb-hospitality-group/

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On this episode of Destination on the Left, I talk with Tiffany Gallagher, Vice President of Operations at Civitas about what Tourism Improvement Districts (TIDs) mean for the communities where they are established. She shares more about creative funding opportunities designed as a benefit-based vehicle for the travel industry forward. Tiffany also discusses the Civitas Pro database and why they created a one-stop shop for all data related to funding for DMOs and other organizations that operate tourism programs.

• How Tourism Improvement Districts (TIDs) provide a self-funding mechanism for the tourism industry and actively support the local economy
• What impact TIDs have had on communities, with specific examples from Portland, Maine, and Boston, and how they have significantly increased destination marketing organizations’ budgets
• Why Tiffany and her team created Civitas Pro, a database for destination marketing organizations’ funding, and how tourism organizations can use it to maintain or increase funding
• Why diverse funding sources, including the formation of new districts and alternative funding models like sales tax increment financing, are essential for capital improvements and infrastructure related to tourism
• The importance of leaders overcoming fear, implementing new funding vehicles, and embracing an abundant mindset for long-term stability

Tiffany joins me on the show to discuss the growing importance of Tourism Improvement Districts (TIDs) and why they’re proving to be such an effective funding mechanism for the tourism industry.

TIDs provide a self-funding mechanism for businesses within a jurisdiction, helping them make a collaborative effort to support the local economy. Tiffany shares more about the success stories of TID implementation in Portland, Maine, and Boston and why those examples underscore their positive impact on destination marketing organizations’ budgets, enhancing their competitiveness and resilience.

The conversation underscored the pivotal role of TIDs in community development and the shift in the tourism industry’s focus from marketing to contributing to the local economy. The discussion emphasized the need for diverse funding sources to support capital improvements and infrastructure related to tourism, signaling a broader movement toward economic development perspectives. TID implementation in 2021 resulted in a remarkable $21,000,000 in revenue, further solidifying the positive impact on communities and their economic
development.

Civitas Pro is a game-changer in destination marketing and funding advocacy within the tourism industry. It has a comprehensive database for destination marketing organizations’ funding. This tool provides in-depth insights, competitive comparisons, and budget analysis, empowering DMOs to make informed decisions and effectively advocate for funding. I can’t wait for you to hear the full story!

• Website: https://civitasadvisors.com/
• LinkedIn Business: https://www.linkedin.com/company/civitas_2/
• YouTube: https://www.youtube.com/user/civitasadvisors

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For this first episode in a special two-part series of Destination on the Left episodes, I visited the Destinations International 2022 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These convention attendees share valuable insights, and the common thread woven through our conversations was the importance of building strong relationships and partnerships for the future of destination marketing. I’m excited to share these mini-interviews, and I’m sure you’ll find them invaluable in navigating your destinations’ challenges. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

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

• Barry Biggar – President and CEO of Visit Fairfax
• Beth Gendler – President and CEO of Gulf Shores and Orange Beach Tourism
• Celestino Ruffini – CEO of Visit Beloit
• Dave Herrell – President and CEO of Visit Quad Cities
• Deana Ivey – President of Nashville Convention and Visitors Corp
• Dominic Bravo – CEO of Visit Cheyenne
• Jason Outman – CEO of Explore Branson
• Kelly Groff – President and CEO of Visit Montgomery
• Lance Woodworth – President and CEO of Destination Toledo
• Lindsey Steck – Marketing and Communications Manager for Visit Pensacola

The Destinations International Annual Convention is a memorable industry event that brings together marketing specialists focusing on the travel and tourism industry to exchange ideas, share strategies and forge relationships. In 2022 the convention continued to focus on cultivating the need for marketers to take an innovative approach to overcoming the problems the industry has faced over the last two years and how they can continue to serve their communities. I was delighted to be able to speak to ten experts in the field about building successful partnerships, how to move through shared challenges, and get their insights on what they think the future of destination marketing will look like.

Barry Biggar of Visit Fairfax

Barry shares how the creation of the Northern Virginia Visitors Consortium has helped Visit Fairfax tap into visitors to Washington DC and how together, they can make a more significant difference in their region. He goes on to describe what Visit Fairfax does to continue to be relevant and the valuable lesson about connecting with the residents of the local communities that the pandemic taught them.

Beth Gendler of Gulf Shores and Orange Beach Tourism

Beth shares a recent example of a partnership with the local Fire Department Beach Safety Team that has worked well for her organization to improve the beach experience for visitors to the area. She also shares why workforce development is a problem for Gulf Shores and Orange Beach Tourism, how the pandemic exacerbated the problem, and their amazing education solution enabling them to move through the challenge and still provide their fabled southern hospitality.

Celestino Ruffini of Visit Beloit

Celestino explains the number one challenge for Visit Beloit, why community engagement is so low, and how his team is trying to ensure that residents feel connected to the travel and tourism industry. He highlights the reasons why he would use the word ‘visionary’ to describe the Destinations International Annual Convention, not least because of the wonderful opportunities to share plans and strategies with others in the travel and tourism industry.

Dave Herrell of Visit Quad Cities

Dave details how Visit Quad Cities has collaborated to elevate their community by aligning more strongly with the Chamber of Commerce to create a tourism master plan through their new regional brand initiative, QC, That’s Where. We also discuss why the Destinations International Annual Convention is a fantastic chance to connect with colleagues and take back so many valuable golden nuggets of information, inspiration, and insight to his community.

Deana Ivey of Nashville Convention and Visitors Corp

Deana discusses why the key to partnerships is going into it as a long-term relationship, not just a one-off. She shares why her organization goes into relationships like they’re a marriage to be in it together and help each other out and describes why Jack Daniels has been a fantastic partner of the Nashville Convention and Visitors Corp for 30 years. We also dive into why a large part of the future of the travel and tourism industry includes ensuring residents are happy and proud that there’s tourism in their locations and creating a balance that benefits the community and visitors alike.

Dominic Bravo of Visit Cheyenne

Dominic and I discuss the power of partnership, and he shares how Visit Cheyenne created their plan, engaged with partners on their vision, and put their plans into action as a team. Dominic also highlights the importance of being nimble and dynamic as a destination marketing organization and describes why he views the Destinations International Annual Convention as a game changer for marketers.

Jason Outman of Explore Branson

Jason talks with me about how Explore Branson works closely with one of their largest developers Bass Pro, and why an emphasis on relationships has led to a broader vision for the entire region. We discuss why funding is the number one issue facing Jason’s organization currently, how they are overcoming the challenge, and continuing to advocate for their community.

Kelly Groff of Visit Montgomery

Kelly joined me to share how the pandemic contributed to Visit Montgomery building critical, long-lasting relationships and how that opportunity paved the way for the future of how they plan and approach their marketing and strategies together. She also digs into what she sees as the future for destination marketers and why she feels the Destinations International Annual Convention is bringing sunshine to the travel and tourism industry.

Lance Woodworth of Destination Toledo

Lance and I talk about the importance of clear expectations of what the goals are when partnering or collaborating. We discuss how to measure success and ensure that everyone is on the same page regarding the project. He also emphasizes the power of partnership when hosting large-scale events and shares the story of how his destination hosted the Solheim cup in 2021.

Lindsey Steck of Visit Pensacola

Lindsey, Destinations International 30 under 30 honoree, shares her insights on why destination marketers must be connected to their local community in order to tell the unique stories of the businesses and experiences that are found there. She describes why she believes that the future of destination marketing organizations hinges on their ability to continue being dynamic and engaging with others.

The Future of DMOs

All our visionary leaders shared why they believe that the future of successful destination marketing organizations lies in their ability to be flexible. We discuss the myriad ways in which relationship building has helped marketers do their best to serve the communities that they live in.

I hope you enjoy this first part of the two-part Destinations International 2022 Annual Convention series. Next week, we’ll catch up with several more exemplary leaders to dive into how they have overcome the challenges of the past two years, their vision of the future of destination marketing, and the importance of bringing the community with them in their mission.

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Thomas Dunne is the founder and CEO of STQRY. As an experienced Chief Executive Officer with a demonstrated history of working in the computer software industry/SaaS Companies, Thomas is skilled in Start-up Ventures, Sales, Leadership, Emerging Technologies/Trends, and Entrepreneurship.

On this episode of Destination on the Left, I talk with Thomas Dunne about his company’s strategic initiative to grow by acquisition and how that intersects with the theme of collaboration and partnership. He also shares his knowledge about how self-guided audio tours can enhance guest experience and how easy it is to get started with offering this type of experience to visitors.

• More about the technology behind offering audio guides and how to customize and personalize the customer experience
• Why STQRY is passionate about growing the brand through international acquisitions
• How STQRY helps their clients to use audio as a tool to enhance the experience for their customers
• How much time it takes to curate the right stories, who should do the narration, and how to start the process of producing audio guides
• Whether Thomas has seen the rise in popularity of podcasts impact the interest in audio guides
• The online digital collection called Story Collect that STQRY is working on to expand their offering

STQRY’s tagline is ‘connecting people, places, and stories,’ and guest on the podcast Thomas Dunne explains why that resonated with him when he was building a company that makes audio guides. He shares why they spell the company’s name with a QR in the middle and how that links into their mission of providing destinations with a simple way for destinations to share their stories with visitors via whatever platform they choose.

Thomas explains how STQRY works as a digital storytelling platform using an app that destinations can share with visitors to enhance their experience with audio. The platform works for destinations of all sizes and supports the sharing of images and audio to create a wonderfully immersive experience that they can use to draw visitors into with their unique story.
Thomas also shares how some of their clients, from small museums to the Empire State Building, use the app to connect with their visitors.

Thomas shares his advice with destinations who are interested in sharing their stories via audio guide. He describes why, although it’s helpful to have a script to keep you on track, it’s also a great idea to seek out the educator or docent who is so passionate that they make it their mission to share their destinations secrets and stories. If you record your audio in that meaningful way, it helps connect the visitor with the experience.

We also discuss how long an audio tour should be, how long you should talk during each stop on the route, and why it helps listeners if you break a story up into different, easily digestible chunks that form an overarching narrative.

• Website: stqry.com
• LinkedIn: https://www.linkedin.com/in/dunnetech/
• Twitter: https://twitter.com/TomOnCell
• Facebook: https://www.facebook.com/tsunamitommy/

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Jason Jordan joined Finger Lakes Tourism Alliance in February of 2022 with a diverse background in the areas of nonprofit organization management, journalism, public relations,, and public policy consulting.

In his new role, Jason leads the organization’s multi-channel approach to public relations, social media, and communications and facilitates marketing strategies. Former places of employment include Institute for Human Services, Inc., Gatehouse Media, and Giesta Racalto LLC. Jason is a Political Science/Political Philosophy alumnus of Syracuse University. He is a native of Hornell, NY and now lives with his wife and son in Bath, NY. The entire family is avid “Finger Lakes people.”

On this episode of Destination on the Left, I talk with Jason Jordan about the creative projects that the Finger Lakes Tourism Alliance are involved in to promote their destination in New York State. We discuss how they are standing out in a crowded post-COVID travel market and encouraging visitors to spend time in the region. Jason also shares how the FLTA is using partner programs to build an engaged network of brand supporters.

• How an unexpected health issue changed Jason’s career trajectory and how it subsequently brought him to tourism
• Fresh and innovative ways that the FLTA are leveraging to stand out from the crowd and promote the uniqueness of their destination
• The importance of building sustainable models of travel and tourism as we go forward and how the FLTA is using data to accomplish that
• Why the designation of the National Heritage Area will mean so much to the Finger Lakes region and some of the specific things Jason is particularly excited about
• Some of the wonderful collaborations that Jason and his team have been involved in, including their participation in the AAA and CAA information and brochure exchange program
• Why Jason believes there has been a marked shift by destination marketing organizations in the post-pandemic world towards collaborative projects

Jason highlights the FLTA’s enthusiasm for the concept of coopetition. He explains why having in many services and businesses promoting the Finger Lakes in several different ways all at the same time works fantastically to draw in visitors. One way the FLTA stands out in this crowded travel and tourism market is by drawing on their long history in travel and tourism.

The Finger Lakes Tourism Alliance has been around since 1919 which makes them one of America’s longest-running destination marketing organizations. They are an association of over 700 tourism-reliant and hospitality-based businesses, and span 14 counties in 9000 square miles. Jason shares why he has been digging through articles in the FLTA archive to inform how to communicate their point of differentiation through their social media campaigns.

Collecting data is a critical part of understanding the story of the visitor economy, particularly when there have been ups and downs as in recent years. Jason shares with us some of the key industrial indicators that FLTA are looking at to help guide them in how widely they can expand drive traffic right now.

Jason describes some of his lessons learned and gives his advice on how to make a partnership successful. His best practices in getting a getting a collaboration off the ground successfully hinge on keeping planning simple, keeping it regular, and making it engaging.

Everybody should know what the expectations are coming in, and it’s absolutely critical not to over promise. and underdeliver when it comes to building partnerships.

• Website: https://www.fingerlakes.org/
• LinkedIn: https://www.linkedin.com/in/jasonjordanother/
• Facebook: https://www.facebook.com/jason.jordan.12

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Professor Joe Conto:

JoeConto is a Professor at Paul Smith’s College in the Northern Adirondacks of New York State. He has nearly 40 years of experience in the hospitality industry in all facets, from food & beverage and events to high-end lodging and country club management. After visiting the Frankenstein Wax Museum in Lake George, New York, he proclaimed that he wanted to live in a tourist town for the rest of his life. His hospitality industry career has allowed him to fulfill that dream with stops in Las Vegas, Martha’s Vineyard, Old Montreal, Jupiter Island, and now, Lake Placid. For the last 15 years, he has shared his knowledge of the industry with students and connected them with the broad range of career choices available to those interested in the world of hospitality and tourism through experiences both in and out of the classroom. Outside of his academic life, Professor Conto also teaches and performs improv comedy at the Lake Placid Center for the Arts and Montreal Improv Theatre.

Professor Eric Holmlund:

Ph.D. in Environmental Studies, Director of Graduate Studies, Instructor of Sustainable Nature Based Tourism

Dr. Eric Holmlund is a member of the Graduate Faculty and Department of Environment and Society at Paul Smith’s College. He holds a Ph.D. in Environmental Studies from Antioch University New England, an M.S. in Teaching from SUNY Potsdam, an M.S. Ed. in Outdoor Recreation from Southern Illinois University, and a B.A. in English from Dartmouth College. From 2000 to 2019, Eric founded and directed the Adirondack Watershed Institute Stewardship Program, which is New York State’s largest aquatic invasive species spread prevention and education program dedicated to protecting the natural heritage of Adirondack rivers, ponds, and lakes. Since 2014, Eric has co-directed a collaboration between Paul Smith’s College and the Tosco-Emiliano Biosphere Reserve in northern Italy, focused on sustainable tourism and community identity. He has served as a wilderness recreation leadership instructor for Outward Bound and the Wilderness Education Association. He is a steering committee member of the Paul Smith’s College Global Center for Rural Communities and the Champlain Adirondack Biosphere Network (UNESCO Man and Biosphere Program).

Associate Professor Kelly Cerialo:

Dr. Kelly L. Cerialo is an Associate Professor and Program Coordinator in the Business and Hospitality Department at Paul Smith’s College and Program Coordinator for the new Master’s in Sustainable Tourism. She is the Co-chair of the UNESCO Champlain-Adirondack Biosphere Reserve (New York/Vermont), a steering committee member for the U.S. UNESCO Biosphere Network, and founder/focal point for the U.S. Biosphere Reserve Youth Network. She coordinates international student exchanges with a focus on sustainable tourism and community development in UNESCO Biosphere Reserves in Italy, Canada, South Africa, and the U.S. She is the co-founder of the Adirondack to Appeninno Sustainable Parks and Communities Project – an international sustainable tourism initiative between the Appennino Tosco-Emiliano Biosphere Reserve in Italy and the Champlain-Adirondack Biosphere Reserve. Kelly received the David H. Chamberlain Excellence in Teaching Award in 2019 and Faculty Member of the Year at Paul Smith’s College in 2018. Kelly has presented at United Nations and UNESCO conferences in the U.S., Canada, Europe, and Africa. Kelly has a Ph.D. in Leadership and Change from Antioch University, a Master’s in Leadership and Change from Antioch University, a Master’s in Communication Management from the Annenberg School of Journalism and Communication at the University of Southern California, and a Bachelor’s in Public Relations/Mass Media Communication from The College of New Jersey. Research interests include the social impacts of tourism and sustainable tourism in UNESCO Biosphere Reserves.

On this episode of Destination on the Left, I talk with three college professors — Professor Joe Conto, Professor Eric Holmlund, and Associate Professor Kelly Cerialo. This week’s discussion focuses on sustainable tourism and how it links into the new Master’s program that Paul Smith’s College offers. My guests share the inspiration behind launching the new program and their vision for how it will support the long-term professional education of those in the travel and tourism space.

• Why everyone is so excited about the new Master’s program in Sustainable Tourism Management
• Why sustainability is a thread that’s woven through many of the courses at Paul Smith’s College
• Who the program is for, including mid-career professionals and people newly out of their undergraduate education who want to gain an environmental credential
• When you can apply to the new Master’s program
• The importance of balancing out the social, economic, and environmental impacts of tourism
• How the current Paul Smith’s College students are receiving the idea of this new program
• What sparked the idea and gave the team their inspiration for the new program

What’s unique about the model that Paul Smith’s College has built for their brand new Sustainable Tourism Management Master’s is that it is a low residency model which enables people from various backgrounds and industries to join. Professor Kelly describes the types of students that they are expecting to enroll in the new degree, from mid-career professionals interested in learning more about sustainability who may or may not currently work in the tourism sector, to entrepreneurs working in a tourist destination who are interested to learn more about sustainability, to recent graduates in the travel and tourism sector.

Sustainability is something that the current students at Paul Smith’s College have in mind all the time. Professor Kelly shares more about why the upcoming generation of travel and tourism professionals is drawn to sustainability as a headline theme.

Professor Paul shares his discussions with former students who are out in the workforce about their interest in returning to further study, focusing on sustainability because it is an area they see as the future but also personally important to them. One of the most significant shifts he has seen over the last 10-12 years is the genuine belief that sustainability is a necessity in every industry.

Professor Eric discusses why Paul Smith College is launching the Sustainable Tourism Management Master’s and why they feel that now is the right moment to include the new program in the offering. All three guests share their pleasure that sustainability really is a leading issue in the consciousness, psyche, and future strategy of students graduating in the last ten years. They highlight that sustainability is more than a buzzword; it’s a strategy for both surviving and flourishing into the future.

• https://gradschool.paulsmiths.edu/faculty-2/
• https://gradschool.paulsmiths.edu/sustainable-tourism-home/
• https://gradschool.paulsmiths.edu/admissions-requirements/
• Joe’s LinkedIn: https://www.linkedin.com/in/joeconto/
• Kelly’s LinkedIn: https://www.linkedin.com/in/kelly-cerialo-ph-d-10938234/
• Eric’s LinkedIn: https://www.linkedin.com/in/eric-holmlund-503a053

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This episode of Destination on the Left is coming from the 2022 eTourism Summit in Orlando, Florida, held from June 6-8. I was honored to have the chance to interview five notable attendees who are all experts in the field of digital marketing for travel and tourism. I asked each of my guests to give me one word to describe the conference, and awesome, inspiring, energizing, compelling, and the future are perfect descriptions of this unique event.

We discuss tearing up the page and starting afresh, the value of podcasts in promoting the story behind a destination, and the importance of remaining agile and ready to learn.

I’m so excited to share my guests’ insight into the world of digital marketing with you in this week’s special podcast episode. In this episode of Destination On The Left, I know you’ll find value in the words of these five talented digital marketing experts:

• Ana Reyna Arzate from Visit Laredo
• James Flint from Visit Durango
• Melea Hames of Alabama Mountain Lakes Tourists Association
• Patrick Harrison of Visit Tampa Bay
• Vivian Mur of AKI Technologies

The eTourism Summit Roadshow focuses on giving everyone in the travel and tourism industry space to discuss the future of digital marketing and explore some of the creative strategies in use today. In today’s episode, we’re talking about how podcasts can help tell the unique story of your destination, how to boost your organic social media marketing success with sweepstakes and vacation giveaways, and how to leverage short-term, mid-term, and long-term digital marketing strategies.

Ana Reyna Arzate from Visit Florida

Ana Reyna describes how the eTourism Summit is helping her in her role as Marketing Coordinator for Visit Laredo. She shares how the resources she has been able to access as a summit attendee have helped her in her efforts to engage both the US and Mexican markets that are important to her destination. Ana Reyna also describes why the COVID-19 pandemic offered her destination the perfect opportunity to start a podcast that would tell the authentic story of what Florida offers guests.

James Flint from Visit Durango

James explores some of the most significant changes that Visit Durango has made recently in their digital strategy. Including a wildly impactful organic social media marketing strategy of running sweepstakes and competitions that they decided to use over paid social media advertising. He describes how to tie your digital marketing to a destination and experience, such as riding the historic train in Durango or skiing in Purgatory, and how marketers can pull from different pieces of their organization’s priorities and weave it into marketing campaigns to make them meaningful.

Melea Hames of Alabama Mountain Lakes Tourists Association

I discuss with Melea some of the biggest changes in their marketing strategy that are having an impact and leading to impressive results. She discusses Alabama Mountain Lakes Tourists Association’s amazing trails, including their waterfall trail, craft beer trail, and new agriculture adventures trail, and why they are aggressively promoting them in digital ads. Melea also shares more about her podcast and how they’re leveraging audio to get their message out there.

Patrick Harrison of Visit Tampa Bay

According to Patrick, almost every technology or service we were using five years ago is no longer relevant. He remarks on the speed of the transition to new digital marketing methods and highlights the need to be agile in our thinking about how we spread the word about our destinations. Patrick also talks about finding a harmonic convergence and fitting in seamlessly into potential visitors’ lives with something they may not have known they needed before we shared it.

Vivian Mur of AKI Technologies

Vivian explores why the eTourism Summit is a wonderful opportunity in an intimate setting, not only to learn from one another and talk and engage with other marketers to find out what’s new, what isn’t working, and what isn’t. She shares the values of connecting with others in the travel and tourism industry about recent trends and the value of getting an alternative perspective from destinations and suppliers of all sizes and scopes.

Creative Ways of Sharing a Unique Story

I hope you enjoyed this episode coming live from the eTourism Summit Roadshow; as all these talented marketers shared, a key thread woven through the travel and tourism destination marketing industry is that it is critical to be open to new ways of attracting visitors to enjoy what they have to offer. So many of these organizations are at the Summit to connect with others, share insights and learning, and open themselves up to all the possibilities digital marketing channels offer to share a destination’s authentic story and flavor.

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Marlin is the quintessential Renaissance man and has led a life that reads like a novel—running away with the circus, seeing the world with his juggling act, living in a tree house in the jungle, writing and illustrating a book, dreaming up an illuminated show that would go on to play internationally, inventing a one-of-a-kind toy, and building a homestead where he lives in a solar-powered house.

On this episode of Destination on the Left, I talk with Michael Marlin, known as Marlin, about his fascinating role as an astro tourism consultant, speaker, and author. I was so excited to discuss what dark skies tourism means for businesses and how destinations can begin to create a story that offers an amazing experience to their visitors. Marlin also shares some examples of where destination marketers can find creative examples of how businesses can leverage their proximity to a dark sky destination.

• Marlin shares how he first became aware of dark skies and how that experience piqued his interest in astro tourism
• How Haley’s Comet led to Marlin’s interest in performance artwork in the dark, which eventually led to his founding of theatrical a touring production called Luma
• Marlin describes how people can find places with dark sky certifications and the impact of the certification on the local travel and tourism industry
• Some of the places in the world where travelers can find dark skies to enjoy, including Norway, South Africa, and Hawaii
• How social media is drawing people to dark sky experiences
• Marlin gives his advice to communities in the path of the solar eclipse in North America in 2024 on how they can prepare to give their visitors and residents the best experience possible
• How to create a positive and cohesive experience for people interested in Astro tourism, from music to folk stories, to help tourists understand what they are seeing in the night sky
• Some travel industry trends coming to the fore right now, including sustainable tourism and eco-tourism, and how they feed into the theme of astro tourism
• What a business or a destination can do to take advantage of their dark skies

Visitors interested in taking advantage of the experience of visiting a dark skies certified park have to stay overnight, which is a massive boost to the local economy. Marlin suggests how businesses, including hotels, restaurants, boutiques, and entertainment venues close to dark sky parks, can create content to enhance the experience they offer to astro tourists.

Destinations need to connect the dots for visitors and create an experience for when people come out to see the dark sky covering themes such as astronomy, music, and the culture and storytelling that connects us to space and the stars above us. Marlin shares the most important things destinations can do to enhance visitors’ view of the stars, including ditching white LEDs and going back to an amber-colored light in outside areas.

On the podcast, Marlin discusses how dark skies connect to other key themes in the travel and tourism industry, such as sustainability and climate change. He shares why people who are interested in dark skies have an interest in protecting dark skies and are therefore more likely to be drawn to those causes.

Marlin explores how central Idaho dark sky reserve, Ketchum, Sun Valley, changed their lighting to achieve a dark sky certification and how that impacted on their contribution to slowing climate change. The International Dark-Sky Association works to protect dark skies and can also provide lots of resources on dark sky friendly lighting that destinations can seek out.

Parts of North America are in the path of the upcoming solar eclipse in 2024, and on the show, Marlin shares advice and insights with communities in the path of totality. He discusses how they can prepare to give their visitors and residents the best experience possible by incorporating music and folk stories into the astro tourism offering to help people connect with what they see in the night sky.

• Website: http://mindofmarlin.com/
• LinkedIn: https://www.linkedin.com/in/m-marlin-2a6b6214/
• Facebook: https://www.facebook.com/michaelmarlin
• Twitter: https://twitter.com/mindofmarlin

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Introduced to the industry by a random internship application to Visit Baltimore, Andreas Weissenborn began an unexpected career that left him with a continued passion for tourism. He is currently the Vice President of Research and Advocacy for Destinations International, and he leads the research and advocacy efforts of the entire organization with an eye toward developing data-driven tools to help destinations around the world tell their story.

On this episode of Destination on the Left, I talk with Andreas Weissenborn shares his philosophy that DMOS are caretakers of the data and information on the visitor economy. He also dives into why tourism has become a community shared value and explains why DMOs should view their role as serving the people of their communities as a central priority.

• Andreas shares a little about himself and the story of how he became interested in destination marketing
• Andreas’ early role in information technology and database management and how that has an impact on his current work at Destinations International
• How DMOs can be the primary steward of data for their community
• What it means to be a community shared value, what Andreas’ vision for Destinations International was, and how the pandemic accelerated the concept
• The importance of lexicon in how we describe things, why we need to change how we talk about ourselves to reframe our thinking around the role of the DMO
• Why leading with emotion rather than facts and figures is critical
• Where Andreas sees our most significant opportunities as destination marketing organizations in the post-pandemic world

The fundamental definition of effective research and analytics is taking massive swathes of data and making it comprehensible, easily understood, and applicable. Andreas shares his experience of working at Visit Baltimore and why he feels it was the start of the golden era of data analytics for Destination Marketing Organizations. He dives into why it is so critical to have individuals in the travel and tourism space who can help diagnose, dissect, and explain what this data does.

That ability to translate bookings, data, or visitor spending into understandable information that is meaningful to stakeholders was where Andreas found his niche in the industry. And those skills still feed into the broader and greater mission of Destination Marketing Organisations.

Destination Marketing Organizations are the stewards of the visitor economy, but they also serve their community. This is why it’s so important to change how DMOs talk about themselves and how they get involved.

Destination organizations are the most uniquely qualified entity for the next normal in representing a brand because the brand transcends the physical and virtual realm. DMOs are uniquely qualified because they’re the only entity that can sit at the table with civic, social, cultural, and historical entities and bring everyone together.

According to Andreas, destinations can take some tangible next steps to be successful. DMOs are often the most influential voice of a brand because of the reach of their website and their social media channels.

They need a mission or a vision statement that reads in an emotional, storied way so visitors don’t have to question who and what you are. DMOs also need to teach, train and advocate not only their entire staff but their entire membership so that everyone understands the value proposition and the work they do and is clear on why tourism matters for the community.

• Website: https://destinationsinternational.org/
• LinkedIn: https://www.linkedin.com/in/andreas-weissenborn/
• https://www.linkedin.com/company/destintl/
• Community Shared Value | Destinations International
• The Tourism Lexicon | Destinations International
• Why We Need a Destination Promotion Community Measurement | Destinations International

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/