Destination On The Left

On this episode of Destination on the Left, I continue our special series in partnership with the American Bus Association with co-host Fred Ferguson, CEO of ABA, and guests Patrick Keyes of Rainbow Air Helicopter Tours in Niagara Falls, New York, and Amy Larsen of the Wyoming Office of Tourism. Together, they explore what it takes for attractions and destinations to welcome group travel, from investing in the right infrastructure to helping local businesses recognize the potential of motorcoach visitors. Through examples from Niagara Falls and Wyoming, Patrick and Amy share how strong destination partnerships, thoughtful planning, and creative approaches to visitor experiences can help communities develop compelling group tour products while preserving what makes them unique.

What You Will Learn in This Episode:

• How attractions can assess their readiness for motorcoach groups and invest in the infrastructure that makes visits easier
• Why communication, operational details, and understanding tour operator needs are essential to creating a smooth group experience
• How destination marketing organizations can help attractions recognize their potential and build confidence in serving larger groups
• What it takes to turn local history, culture, and existing community activities into distinctive group tour experiences
• How partnerships between attractions, restaurants, tour operators, and destination organizations can solve capacity and logistical challenges
• Why familiarization tours and sustained relationship-building help tour operators discover and sell new experiences
• How destinations can balance practical constraints, such as travel distances and lodging availability, with authentic experiences that encourage visitors to explore more

Building the Infrastructure and Experience for Group Travel

Welcoming motorcoach groups involves much more than having an attraction worth visiting. As Patrick Keyes explains, Rainbow Air Helicopter Tours' recent $26 million investment transformed its operation from a small seasonal helicopter business into a more comprehensive visitor experience. The new tourism center includes expanded helicopter capacity, a virtual reality experience, interactive historical exhibits, retail, refreshments, and restrooms. Just as importantly, its design considers the practical needs of motorcoach operators, including convenient bus parking and easy access to the entrance. These details help create a more comfortable experience for visitors while making the attraction easier for tour operators to include in an itinerary.

Patrick emphasizes that readiness also depends on planning and communication before a group arrives. Attractions need to understand group size, timing, capacity, safety requirements, and the steps required to move visitors through an experience efficiently. At Rainbow Air, coordinating arrival times, passenger groups, safety briefings, and alternative activities when weather prevents flights helps make the visit more predictable. For attractions considering this market, the lesson is to build on processes that already work, learn from experienced industry partners, and adapt operations gradually rather than assuming a successful individual visitor experience will automatically translate to a successful motorcoach visit.

Helping Local Partners Turn Their Stories Into Group Experiences

Amy Larsen shares how the Wyoming Office of Tourism works with attractions and businesses across a large, rural state where communities have distinctive stories but may have limited staffing, dining options, or capacity for larger groups. A key part of her role is helping partners recognize what they can offer and how their existing capabilities might translate to group travel. A business that regularly serves a large private event, for example, may have more potential than its owners initially realize. With thoughtful planning, buffet service, smaller rotating groups, or partnerships with nearby businesses, an attraction can often create a workable experience without having to reinvent its entire operation.

The opportunity is also to make the experience more meaningful by bringing local character into the itinerary. Amy describes examples that include a meal in a historic ghost-town setting, local ranching stories shared over dinner, and a private rodeo experience paired with food from a local caterer. These ideas work because they build on what already exists in the community, turning local knowledge, traditions, and relationships into experiences visitors cannot easily find elsewhere. Amy's approach highlights the importance of knowing each partner's real capabilities, helping them tell their stories with confidence, and ensuring that the experience meets the expectations of both the tour operator and the travelers.

Strengthening Partnerships That Make Destinations Easier to Sell

Both guests underscore that group travel depends on relationships across the tourism ecosystem. Patrick describes working closely with the Niagara region's destination organization and other local businesses to build awareness, identify complementary offerings, and create more complete visitor experiences. He sees consistent communication and a willingness to participate in collaborative opportunities as essential to that work. His philosophy of saying yes when possible reflects the value of being an active partner: opportunities such as familiarization visits, itinerary planning, and last-minute requests can introduce an attraction to new operators while strengthening the wider destination.

Amy brings a similar perspective to Wyoming, where long distances, limited lodging, and fewer conventional dining options can make itinerary planning challenging. Rather than dismissing a location because it does not fit a standard travel pattern, she works with partners and tour operators to find creative solutions that respect travel times and deliver an authentic experience. She also stresses that trust takes time. Tour operators may plan their catalogs years in advance, so destinations need to keep nurturing relationships, demonstrating their understanding of the market, and bringing partners and operators together through familiarization tours. Across both conversations, the broader lesson is that group-ready destinations are built through shared effort: understanding operational needs, recognizing local strengths, and helping each partner see how their contribution can become part of a memorable, well-planned journey.

Resources:

• Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/

Patrick Keyes

• Website: https://www.rainbowairinc.com/
• LinkedIn: https://www.linkedin.com/in/patrick-keyes-1001186/
• Contact: keyesp@rainbowairinc.com

Amy Larsen

• Website: https://travelwyoming.com/
• LinkedIn: https://www.linkedin.com/in/amy-larsen-mtm-b0034856/

In this episode of Destination on the Left, I talk with Kelly, a long-time tourism industry leader who has spent over 26 years working across both destination marketing organizations and the technology side of the visitor economy. Now serving in the vendor space with Tourism Exchange USA, Kelly brings a unique dual perspective on how destinations can evolve their digital strategy in an AI-driven world. We explore how DMOs can move beyond inspiration and into full-funnel booking capability, the role of live inventory in simplifying distribution, and why education and collaboration are essential as tourism continues to shift toward a more connected, data-informed ecosystem.

What You Will Learn in This Episode:

• How AI is changing the way travelers search, plan, and book trips—and what that means for destination marketing organizations
• Why DMOs need to think beyond inspiration and clicks to create a full "continuous journey" that includes booking capability
• How live inventory technology is transforming distribution by connecting suppliers, DMOs, and consumers in real time
• What it means for DMOs to act as a distribution channel for local businesses and how that shifts stakeholder relationships
• How Tourism Exchange USA helps destinations support both digitally connected and offline tourism businesses
• Why attribution and real booking data are becoming essential tools for demonstrating tourism impact and campaign success
• How travel trade connectivity expands destination reach through curated, bookable itineraries and discovery tools

AI, Digital Strategy, and the Evolution of the Visitor Journey

A major theme in the conversation is how quickly AI is reshaping traveler behavior. Kelly shares how people are already using tools like ChatGPT to plan complex trips end-to-end, signaling a shift in how destinations must think about visibility and relevance. In this environment, DMOs are no longer just storytellers or inspiration hubs—they need to ensure they are structured to be found, interpreted, and prioritized by AI-driven systems.

This requires a shift in digital strategy from isolated campaigns and content to an integrated ecosystem where inspiration, information, and booking are connected. Kelly emphasizes that DMOs who can provide a seamless path from discovery to booking are better positioned to remain relevant as AI increasingly mediates how travelers make decisions.

Live Inventory and the DMO as a Distribution Channel

At the core of Tourism Exchange USA's approach is live inventory integration, which allows suppliers to connect their booking systems so availability and pricing are always up to date. This removes the need for allocation models or manual coordination and ensures that what a traveler sees is what is actually available in real time.

Kelly explains how this fundamentally changes the role of the DMO, turning it into a true distribution channel for local businesses. Rather than simply driving traffic to external booking sites, DMOs can now facilitate transactions directly through curated destination pages, helping keep users within a controlled environment that reduces friction and improves conversion.

She also highlights the "matchmaker" role DMOs can play—connecting consumers with local businesses while enabling direct booking relationships that benefit both parties and keep more revenue local. This shift not only improves the visitor experience but also strengthens the economic impact within the destination.

Travel Trade, Education, and the Power of Attribution

Beyond consumer-facing strategy, Kelly discusses the importance of supporting the travel trade through a dedicated B2B marketplace that helps operators discover and book destination product. Through destination discovery pages and curated itineraries, tour operators can better understand what a region offers and confidently build it into client programs.

A key benefit of this system is improved clarity around geography, itinerary planning, and bookable experiences, which helps reduce friction in the sales process. Kelly also notes that these tools allow destinations to provide structured, evergreen itineraries that can be easily accessed, updated, and shared with trade partners over time.

Education emerges as a critical theme throughout the conversation. Kelly emphasizes that both stakeholders and new tourism businesses require ongoing onboarding and support to fully engage with digital distribution systems. Ultimately, the combination of education, live inventory, and attribution tools gives DMOs a clearer picture of campaign performance and strengthens their ability to demonstrate real economic impact to stakeholders.

Resources:

• Website: https://tourismexchangeusa.com
• LinkedIn: https://www.linkedin.com/company/tourism-exchange-usa

In this special episode of Destination on the Left, produced in partnership with the American Bus Association, I am joined by Fred Ferguson, CEO of ABA, for two conversations with tour operators taking thoughtful, strategic approaches to marketing their businesses. Richard Arnold of Atlantic Tours shares how authentic branding, meaningful customer relationships, and a commitment to understanding traveler behavior have helped his company build lasting loyalty. Jason Murray, President of Southwest Adventure Tours, offers a different perspective, exploring how digital marketing, emerging AI tools, distribution partnerships, and immersive outdoor experiences can help a tour operator reach new audiences and grow sustainably. Together, these conversations highlight the importance of balancing innovation with human connection, using data to guide decisions, and building partnerships that strengthen both individual businesses and the destinations they serve.

What You Will Learn in This Episode:

• How authentic branding and a strong sense of place can help tour operators stand out and build lasting customer relationships
• Why nurturing past travelers can be an effective marketing strategy and a source of future bookings
• How customer feedback and more accurate data can help operators understand their audiences and allocate marketing resources more effectively
• What tour operators need to consider as AI, search behavior, and digital discovery reshape how travelers find experiences
• Why diversifying marketing channels and distribution partnerships can build business resilience and reduce dependence on a single source of revenue
• How collaboration with destination marketing organizations, industry associations, and local businesses can accelerate growth
• What economic impact research and modern motor coach experiences reveal about the broader value of group travel to communities

Authenticity and Relationships as the Foundation of Tour Marketing

Richard Arnold of Atlantic Tours has spent decades building a business grounded in personal connections, regional identity, and memorable travel experiences. As the company has evolved from traditional print advertising to a more digitally connected marketing environment, Richard has continued to prioritize the qualities that make Atlantic Tours distinctive. His signature Nova Scotia tartan kilt, worn at industry events and incorporated into the company's guide uniforms, is more than a visual identifier. It creates opportunities for conversation, reinforces a sense of place, and gives potential customers a memorable introduction to the business.

Richard also shares how the company's strong repeat-customer base reflects the value of delivering a quality experience and maintaining relationships long after a trip ends. Rather than relying exclusively on conventional advertising, he describes bringing past travelers together through a reunion event that combined social connection with opportunities to explore future travel offerings. The approach illustrates how customer loyalty can become an active part of a marketing strategy, creating opportunities to reconnect with existing travelers while encouraging future bookings and referrals.

Using Customer Insights and Digital Innovation to Guide Growth

For Atlantic Tours, understanding the customer is just as important as reaching them. Richard explains how gathering traveler feedback has helped the company develop a more accurate picture of where its customers actually live, rather than relying solely on the booking location recorded by reservation systems. This information, combined with evaluations of tour components such as hotels, helps the company make more informed marketing decisions, strengthen supplier relationships, and identify opportunities to improve its product. His experience demonstrates how even established businesses can use better data to make more strategic decisions about limited resources.

Jason Murray brings a complementary perspective through his work growing Southwest Adventure Tours, which specializes in small-group travel and immersive experiences across the Western United States. He describes how the company has built its marketing approach around compelling imagery, storytelling, search engine optimization, and word of mouth, while adapting to new opportunities created by AI and evolving digital discovery. A recently redesigned website and increased attention to tools such as Google Business and Google Things to Do reflect his recognition that tour operators need to think beyond traditional search strategies. Jason also emphasizes the value of working with knowledgeable technology partners who can help translate new tools into practical business results, rather than investing time and money in solutions that do not deliver.

Building Resilient Businesses Through Partnerships and Community Impact

Jason's experience also highlights the importance of building a diversified business model. By gradually expanding from direct-to-consumer sales into relationships with travel advisors, tour operators, and other distribution partners, Southwest Adventure Tours has developed multiple revenue streams. Jason reflects on how this approach helped the business navigate the challenges of the pandemic and why he encourages other operators to invest in industry associations, develop relationships with destination marketing organizations, and build a strong understanding of their finances. His advice reinforces that sustainable growth depends not only on marketing visibility but also on sound business practices, trusted networks, and the willingness to learn from others.

The conversations also explore how tour operators contribute to the wider tourism economy. Fred shares research demonstrating the direct spending generated by group travel in Nova Scotia, illustrating how operators can use economic impact data to make the case for collaboration with local businesses and destination partners. Jason's work with national parks and public lands offers another perspective on the value of partnerships, showing how tour experiences can connect visitors more deeply with a destination's natural and cultural assets. From strengthening cross-border relationships to developing experiences alongside local partners, both interviews underscore the importance of working collectively to build a more resilient tourism industry.

Resources:

• Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/

Richard Arnold

• Website: https://www.atlantictours.com/
• LinkedIn: https://www.linkedin.com/in/richard-arnold-597ab536/

Jason Murray

• Website: https://www.southwestadventuretours.com/
• LinkedIn: https://www.linkedin.com/in/jason-murray-585426219/

On this milestone episode of Destination on the Left, I reflect on ten years and 500 episodes of conversations with tourism leaders, destination marketers, entrepreneurs, and changemakers. What began as an idea to give the tourism industry a stronger voice has evolved into a platform for sharing ideas, building relationships, and exploring what makes collaboration work. Looking back at the show's most-listened-to episodes and the experiences that have shaped my own professional journey, I share the lessons that have stayed with me: the importance of authentic connections, the value of strategy over tactics, the power of focusing on what we can control, and the unexpected opportunities that emerge when we stay curious and open to learning. This special episode celebrates not only how far Destination on the Left has come, but also how the people and ideas of the tourism industry can shape the way we think, lead, and work together.

What You Will Learn in This Episode:

• Why giving the tourism industry a stronger voice was the idea that sparked Destination on the Left, and how that original vision has evolved over ten years
• What the show's most-listened-to episodes reveal about the importance of authentic connection, practical expertise, and personal storytelling
• Why strategy must come before tactics, and how a clear understanding of your audience and goals helps organizations make better marketing decisions
• How strong relationships and collaboration can help businesses navigate challenges, build collective influence, and accomplish more together
• What the tourism industry's response to the pandemic teaches us about service, preparation, and focusing on what we can control
• How curiosity and unexpected connections can reveal new opportunities for destinations, businesses, and tourism professionals
• How five hundred conversations have helped me grow as a leader and speaker, pursue original research on collaboration, and shape the evolution of my work

The Lessons Hidden in the Most-Listened-To Episodes

Looking back at Destination on the Left's most-listened-to episodes, I discover that the conversations listeners connect with most are not necessarily the ones focused exclusively on industry expertise. From a personal solocast about life lessons to discussions about marketing strategy, travel advisors, crisis management, and novel tourism, the top episodes reflect the many different ways people learn from one another. I explore why sharing personal experiences can build meaningful connections with an audience and how the willingness to be authentic can be just as valuable as sharing professional knowledge. I also reflect on the importance of staying curious, recognizing that some of the most useful ideas come from conversations that challenge our assumptions or introduce us to an entirely new perspective.

These episodes also reinforce lessons that apply across the tourism industry. Effective marketing starts with strategy, not simply the latest platform or tactic. Strong relationships can be a business's most enduring asset, particularly during uncertain times. And when circumstances are beyond our control, focusing on what we can influence helps us continue moving forward. Together, these conversations have helped me identify recurring themes and translate individual experiences into insights that tourism professionals can apply to their own organizations.

How Collaboration Became a Defining Part of the Journey

When I launched Destination on the Left, creativity and collaboration were the two themes I wanted to explore with every guest. Over hundreds of interviews, I heard stories of destinations aligning stakeholders around shared goals, competitors joining forces to address common challenges, and organizations combining their resources and expertise to achieve results they could not accomplish alone. One conversation with travel industry leader James Ferrara particularly reinforced the importance of relationships and the role collaboration can play when businesses face a shared challenge. These recurring examples encouraged me to look beyond individual success stories and investigate what makes partnerships effective.

That curiosity eventually led to original research on collaboration, a keynote, and my book, Stronger Together: Building World-Changing Business Collaborations. I reflect on how the podcast became an unexpected foundation for this work, giving me access to perspectives, experiences, and patterns that I might never have discovered otherwise. The journey illustrates how consistently asking questions and listening to others can lead to new areas of expertise and professional growth. It also reflects the evolution of TAP into a strategic partner for the tourism industry, helping organizations design, organize, and sustain collaboration.

Growing Through Consistency, Curiosity, and Connection

Reaching 500 episodes has also changed my approach to leadership, public speaking, and professional development. I share how hosting the podcast pushed me beyond my comfort zone, helped me become a more confident speaker, and taught me to value authenticity over perfection. Listening back to interviews became an important part of that growth, allowing me to reflect on my own communication while identifying ideas and patterns that could inform future conversations. Over time, what began as an unfamiliar undertaking became a regular part of my professional rhythm and a source of continued learning.

As Destination on the Left celebrates 500 episodes and ten years of conversations, I invite listeners to reflect on the people, ideas, and unexpected connections that have shaped their own professional journeys. What began as an effort to give the tourism industry a stronger voice has become a reminder of what we can learn when we listen to one another, stay curious, and make room for collaboration. I close this milestone episode with deep appreciation for the guests who have shared their stories, the listeners who have become part of the community, and the team that has helped bring every episode to life. And as the next chapter begins, the invitation remains the same: keep asking questions, keep sharing what you learn, and keep looking for opportunities to build something stronger together.

Resources:

• Ep 209 Maintaining Focus Through the Hurdles of 2020, with Pascale Bernasse
• Ep 389 5 Powerful Life Lessons for Graduates, with Nicole Mahoney
• Ep 397 The Evolution of the Travel Advisor, with James R. Ferrara
• Ep 426 Novel Tourism and Place-Based Storytelling, with Marilyn Higgins
• Ep 439 Social Media and Shared Tactics, with Adrienne Currie and Brittany Lynn

On this special series of Destination on the Left, created in partnership with the American Bus Association (ABA), I'm joined by ABA CEO Fred Ferguson for a conversation about the economic impact of motorcoach and group travel and the opportunities it creates for destinations. Lew Myers, Director of Government Relations and Research at ABA, shares findings from the organization's latest economic impact research and explains how local-level data can help tourism leaders make a stronger case for investing in group travel. Todd Read, Director of Sales and Services for SOIN Tourism in Southern Indiana, brings the destination perspective, exploring how relationship-building, thoughtful preparation, and collaboration with local businesses can help communities compete for group business. Together, these conversations highlight how better data and stronger partnerships can help destinations build a more sustainable and valuable group travel market.

What You Will Learn in This Episode:

• What ABA's latest economic impact research reveals about the scale of motorcoach and group travel and its contribution to jobs, wages, taxes, and local businesses
• How county-level economic data can help destinations demonstrate the value of group travel and advocate for greater investment
• Why translating research into a compelling local business case can change how community leaders view motorcoach tourism
• What it takes to prepare attractions, hotels, restaurants, and other local partners to welcome motorcoach groups successfully
• How group travel can help destinations fill seasonal gaps, support local businesses, and strengthen their tourism economy
• Why consistent relationship-building, responsive service, and well-designed itineraries are essential to earning tour operators' trust

Making the Economic Case for Group Travel

Understanding the economic contribution of motorcoach and group travel is essential to elevating its role in the broader tourism industry. Lew Myers shares findings from ABA's latest research, which estimates that motorcoach travel generated $161 billion in total economic activity in the United States, supported nearly 900,000 jobs, and generated $28 billion in taxes. The research also highlights the significant contribution of organized group travel, which generated $92 billion in economic impact and supported approximately 524,000 jobs in 2025.

One of the most important developments is the availability of economic impact data at the county level. Rather than relying solely on national or state figures, destinations can now better understand how motorcoach travel contributes to their own communities through business activity, employment, wages, and tax revenue. Lew and Fred discuss how this information can help tourism organizations make a more compelling case for investment, from marketing resources to bus parking, visitor facilities, and infrastructure. The conversation also explores how destinations can use this research as a baseline to understand their existing group travel business and identify opportunities to grow it strategically.

Preparing Destinations to Welcome Group Travel

For Todd Read, the opportunity to grow group travel in Southern Indiana began with recognizing that a smaller destination could offer experiences that tour operators would find valuable and marketable. Located across the Ohio River from Louisville, Southern Indiana combines convenient access with group-friendly attractions, distinctive local businesses, and experiences that can be packaged into appealing itineraries. Todd explains that destinations need to look beyond their size and assess what they can offer groups, while ensuring their local partners are ready to deliver a positive experience.

That preparation requires practical coordination. A motorcoach may bring 40 to 50 visitors to a business at once, creating opportunities as well as operational challenges. Todd shares how working directly with local attractions and businesses can help address capacity limitations and create experiences that accommodate everyone. Whether that means coordinating smaller groups, building in time to explore downtown businesses, or ensuring adequate coach parking, the details matter. He emphasizes the importance of taking an honest inventory of a destination's readiness, developing a realistic itinerary, and understanding logistics before investing heavily in sales and promotion. When destinations prepare thoughtfully, they can create experiences that work for visitors, operators, and local businesses alike.

Building Relationships That Turn Opportunity Into Growth

Both conversations reinforce that group travel is a relationship business. Todd explains that attending a trade show or making an initial introduction is only the beginning. Destinations need to keep showing up, develop their product, listen to tour operators, and build confidence through consistent, dependable service. Smaller destinations may not have the marketing budgets or anchor attractions of larger markets, but they can compete by being responsive, creative, and easy to work with. For tour operators assembling complex itineraries from a distance, a knowledgeable destination partner who can help solve problems is an important asset.

Strong relationships also extend beyond the destination's sales team. Hotels, restaurants, attractions, and local businesses all have a role in creating a cohesive group experience, and their participation helps ensure that tourism spending benefits the wider community. Todd discusses how group travel can help fill softer periods, particularly in the winter months, by giving destinations an opportunity to develop themed itineraries and bring reliable business to local partners when leisure visitation slows. Lew adds a complementary perspective, identifying overnight stays, international visitation, and stronger industry partnerships as opportunities for future growth. Ultimately, the goal is not simply to attract more buses, but to give groups more reasons to visit, stay longer, and contribute to the economic vitality of destinations.

Resources:

• Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/

Lew Myers

• Website: https://www.buses.org/
• LinkedIn: https://www.linkedin.com/in/lew-myers-iii-38b605126/

Todd Read

• Website: https://www.gosoin.com/
• LinkedIn: https://www.linkedin.com/in/todd-read-cdme-182ab73a/

On this episode of Destination on the Left, I talk with Matthias, Chief Marketing Officer at the Museum of the Bible in Washington, DC. With a career spanning journalism, aviation, and travel technology, Matthias brings a unique perspective to leading a museum experience rooted in one of history's most influential texts. We explore how the museum navigates complex perceptions, creates an inclusive and immersive visitor experience, and uses collaboration and storytelling to invite people from all backgrounds into meaningful exploration. This conversation highlights the power of clear brand identity, intentional design, and partnerships in shaping transformative visitor experiences.

What You Will Learn in This Episode:

• How Matthias's diverse career journey shaped his approach to tourism, storytelling, and leadership
• Why defining a clear value proposition is essential to standing out in a destination filled with options
• How the Museum of the Bible positions itself as an inclusive, apolitical space for exploration and dialogue
• What role brand archetypes like "sage" and "explorer" play in shaping visitor engagement
• How intentional guest experience design, including ambassadors, enhances visitor connection and understanding
• Why collaboration across sectors, faiths, and even competitors strengthens storytelling and impact
• How evolving through experimentation and learning from mistakes supports long-term growth and innovation

Defining Identity to Cut Through the Noise

In a destination like Washington, DC, where visitors have endless options, standing out requires clarity of purpose and message. Matthias shares that the Museum of the Bible focuses on a strong value proposition rooted in connection—helping visitors understand the broader cultural, historical, and societal impact of the Bible. By framing the museum experience around history, narrative, and impact, the organization creates multiple entry points for diverse audiences.

Equally important is defining what the museum is not. Matthias emphasizes that the organization cannot be everything to everyone, and clarity around identity helps attract the right audience. By positioning itself as both a "sage" and an "explorer," the museum balances intellectual depth with immersive storytelling, allowing visitors to engage at their own level of curiosity and interest.

Designing a Purposeful and Transformational Visitor Experience

The Museum of the Bible has evolved its experience design with intention, focusing on how visitors move through and interact with the space. Matthias explains that early learnings revealed how overwhelming the museum could feel, leading to the introduction of ambassadors—staff members positioned throughout the museum to guide, answer questions, and support exploration.

This human-centered approach reflects a broader commitment to hospitality and mission alignment. Every team member, especially those interacting directly with guests, plays a critical role in shaping the visitor experience. By prioritizing warmth, openness, and dialogue, the museum creates an environment where guests feel welcomed regardless of their background or beliefs, allowing for deeply personal and sometimes transformative moments.

Collaboration as a Catalyst for Storytelling and Growth

Collaboration is central to how the Museum of the Bible expands its reach and deepens its impact. Matthias shares how partnerships span a wide spectrum—from faith-based organizations and technology platforms to academic institutions and even other museums. These collaborations enable the museum to present diverse perspectives and enrich the narrative around the Bible's influence.

Exhibits and initiatives often emerge from these partnerships, bringing global artifacts and stories to Washington, DC. Matthias highlights the importance of approaching collaboration with openness and a shared commitment to exploration rather than a fixed agenda. By embracing multiple viewpoints, the museum strengthens its ability to tell a more complete and nuanced story, reinforcing its role as a space for dialogue, learning, and discovery.

Resources:

• Website: https://www.museumofthebible.org/
• LinkedIn: https://www.linkedin.com/company/museumofbible/
• Facebook: https://www.facebook.com/museumofBible/
• Instagram: https://www.instagram.com/museumofBible
• X: https://x.com/museumofBible
• TikTok: https://www.tiktok.com/@museumofbible

On this episode of Destination on the Left, I lead a dynamic panel discussion with Frida Bahja, James Sauter, Sondra Shannon, and Todd Aaronson on how tourism organizations can move beyond simply collecting data to making smarter, more strategic decisions. Each of my guests brings a unique perspective—from destination marketing organizations to technology providers and attractions—on how to identify the data that truly matters, connect insights across teams, and use emerging tools like AI to enhance decision-making. Together, we explore how data is shaping strategy, improving the visitor experience, and driving meaningful impact across the tourism ecosystem.

What You Will Learn in This Episode:

• How to shift from collecting data to using it as a strategic decision-making tool
• Why understanding your organization's key challenges should guide your data strategy
• What types of data sources—from visitor insights to economic indicators—can inform smarter tourism decisions
• How collaboration across teams and partners unlocks greater value from data
• Why consumer behavior and sentiment are critical to shaping marketing, products, and experiences
• What common challenges exist with data quality, integration, and interpretation—and how to navigate them
• How AI is beginning to transform tourism workflows, insights, and operational decision-making

Moving from Data Collection to Decision Intelligence

One of the central themes of this conversation is the importance of shifting from data accumulation to actionable insight. We explore how having access to more data than ever before does not automatically lead to better outcomes. Instead, we emphasize the need to start by identifying core challenges and the questions we're trying to answer. From there, it becomes much easier to determine which data sources are actually meaningful.

We also discuss how many organizations still default to reporting rather than interpretation. While dashboards and reports are valuable, we talk about how the real opportunity lies in connecting insights across multiple data points—such as visitor behavior, economic trends, and marketing performance—to guide strategy. This shift requires a new mindset, where data becomes a strategic asset embedded into everyday decision-making rather than a standalone function.

Breaking Down Silos and Strengthening Collaboration

Throughout our discussion, I hear a consistent message about the need to break down data silos within organizations and across the broader tourism ecosystem. Too often, valuable insights remain isolated within specific departments, limiting their potential impact. By fostering cross-departmental conversations and sharing data more intentionally, we can better align efforts and respond more effectively to changing market conditions.

We also talk about the importance of collaboration beyond internal teams. My guests share how partnerships between DMOs, attractions, and even neighboring destinations can unlock shared insights and reduce the cost of accessing data. This kind of collaboration not only strengthens individual organizations but also elevates the destination as a whole by creating more cohesive and informed strategies.

The Future of Data: AI, Strategy, and Evolving Roles

As we look ahead, we spend time exploring how artificial intelligence is beginning to transform the way our industry uses data. While AI has been around for some time, I hear from my panelists that its growing accessibility is accelerating how quickly we can analyze large datasets, identify patterns, and generate insights. At the same time, we recognize the importance of thoughtful governance, clear policies, and intentional implementation.

This evolution is also changing the role of data professionals. Rather than focusing primarily on reporting, researchers and analysts are becoming strategic advisors within their organizations. As I reflect on this conversation, it's clear that the ability to interpret data, provide context, and guide decision-making will be essential as tourism continues to shift toward a more holistic model of destination management and stewardship.

Resources:

• Website: https://travelalliancepartnership.com/

Frida Bahja

• Website: https://www.experiencekissimmee.com/
• LinkedIn: https://www.linkedin.com/in/fridabahja/

James Sauter

• Website: https://rovemarketing.ca/
• LinkedIn: https://www.linkedin.com/in/jamessauter/

Sondra Shannon

• Website: https://gatemaster.com/
• LinkedIn: https://www.linkedin.com/in/sondrashannon/

Todd Aaronson

• Website: https://visitmodesto.com/
• LinkedIn: https://www.linkedin.com/in/toddaaronson/

On this episode of Destination on the Left, I talk with Robin Reiner, founder of Robin Wing Travel, a niche agency specializing in scuba and sustainable adventure travel. With a background as a biologist, environmental educator, and science teacher, Robin brings a unique perspective to designing travel experiences that go beyond recreation. We explore how she integrates education, conservation, and hands-on experiences into her itineraries, why passion-driven niches can create powerful differentiation, and how collaboration and an abundance mindset have helped her grow her business in meaningful ways.

What You Will Learn in This Episode:

• How Robin's background in biology and education shapes her approach to travel planning
• Why incorporating hands-on conservation activities enhances the traveler experience
• What it means to design trips that give back to local communities and ecosystems
• How to identify and avoid "greenwashing" when vetting travel suppliers
• Why choosing a niche aligned with your passion can be a powerful differentiator
• How collaboration and an abundance mindset create new business opportunities
• What strategies help travel advisors attract the right clients in a competitive market

Designing Travel as Education and Impact

Robin's journey from environmental educator to travel advisor is rooted in a consistent theme: teaching through experience. She shares how every trip she plans includes an educational component, often centered on marine conservation. From coral restoration projects to wildlife protection efforts, her itineraries invite travelers to actively participate rather than passively observe.

This hands-on approach not only deepens the traveler's connection to the destination, but also creates a sense of purpose. Robin emphasizes that meaningful travel experiences can inspire long-term awareness and stewardship, reinforcing the idea that tourism can be both transformative and responsible when designed with intention.

Building a Niche Through Passion and Purpose

Rather than offering broad, generalized travel services, Robin has intentionally focused on scuba and sustainable adventure travel. She explains how aligning her business with her personal passions allows her to bring authenticity and expertise to every client interaction. Her ability to evaluate destinations through both an educator's lens and an ecologist's perspective sets her apart in a crowded marketplace.

A key part of this differentiation is her commitment to vetting partners carefully. Robin highlights the importance of looking beyond surface-level sustainability claims to ensure that resorts and operators are genuinely contributing to environmental and community well-being. This thoughtful approach builds trust with clients seeking meaningful, values-driven travel experiences.

The Power of Collaboration and an Abundance Mindset

Robin's growth has been shaped not only by her niche, but also by her willingness to collaborate. She shares how relationships with other travel advisors, professional organizations, and industry partners have led to unexpected opportunities, from client referrals to new business partnerships.

Central to this success is an abundance mindset. Instead of viewing other advisors as competitors, Robin embraces a collaborative approach, recognizing that the right referral benefits both the client and the industry as a whole. These connections, often sparked through networking events or even casual conversations, demonstrate how shared knowledge and mutual support can expand reach and create long-term value for everyone involved.

Resources:

• Website: https://robinwingtravel.com/
• LinkedIn: https://www.linkedin.com/in/robin-reiner-travel-advisor/
• Facebook: https://www.facebook.com/robin.reiner.90
• Instagram: https://www.instagram.com/robinwingtravel/
• Services: https://robinwingtravel.com/services/fiji-2028/beqa-lagoon-volivoli-150690686

On this episode of Destination on the Left, I talk with Joe Pulizzi, founder of Content Marketing Institute, author, and creator of The Tilt newsletter. Joe shares his perspective on how individuals and organizations can stand out in an increasingly crowded and AI-driven content landscape. We explore the concept of finding your "tilt," why differentiation and consistency are critical to building trust, and how owning your audience can create long-term resilience. Joe also offers practical insights into collaboration, personal branding, and how tourism leaders can position themselves for what's next.

What You Will Learn in This Episode:

• What Joe Pulizzi means by finding your "tilt" and why it's essential for differentiation
• How to identify the intersection between your expertise and your audience's needs
• Why consistency is one of the biggest predictors of success in content and audience building
• How AI is reshaping content creation and what opportunities still exist right now
• Why owning your audience (especially through email) is more important than ever
• How organizations can build trust by elevating individual voices instead of relying solely on corporate messaging
• What role collaboration and strategic partnerships play in amplifying your reach and impact

Finding Your Tilt: The Intersection of Expertise and Need

Joe explains that many organizations start their content strategy by focusing on what they want to say or sell, but overlook the importance of differentiation. The concept of "the tilt" challenges leaders to think more strategically about what they want to be known and needed for, and how that aligns with the specific needs of their audience.

He encourages a practical approach: identifying areas of expertise or passion and pairing them with clearly defined audience challenges. This intersection becomes the foundation for meaningful content and messaging. For tourism professionals, this could mean moving beyond broad destination messaging to focus on a distinct, ownable narrative that resonates deeply with a specific audience segment.

Trust, Consistency, and the Power of Owned Audiences

A central theme in Joe's perspective is that success in content and audience-building comes down to two things: consistency and trust. Many organizations struggle not because of a lack of ideas, but because they stop showing up. Sustained, valuable content delivered over time is what builds meaningful relationships.

Joe also emphasizes the importance of owning your audience, particularly through email. While social platforms provide reach, they are ultimately rented space. Email, on the other hand, represents a direct, permission-based relationship that organizations control. In an environment where algorithms are constantly changing, this ownership becomes a critical long-term asset for destinations and brands alike.

Human Connection, Collaboration, and the Future of Content

As AI continues to transform how content is created and distributed, Joe believes the differentiator will increasingly be human connection. Audiences are drawn to real people, authentic voices, and expertise they can trust. This shift is leading organizations to rethink how they communicate, moving toward a "trust portfolio" made up of multiple individual voices rather than a single corporate channel.

At the same time, Joe reinforces that differentiation does not mean isolation. Strategic collaboration—whether through partnerships, guest content, or shared platforms—can significantly expand reach and credibility. By aligning with others who serve the same audience, organizations can amplify their message while still maintaining a clear and distinct point of view.

Resources:

• The Tilt: https://www.thetilt.com/
• LinkedIn: https://www.linkedin.com/in/joepulizzi/

On this episode of Destination on the Left, I talk with Story Clark, founder of TravelStorys GPS, about how mobile audio storytelling is transforming the way visitors experience destinations. Drawing from her background in conservation and history, Story shares how her platform helps travelers connect more deeply to place through immersive, location-based audio tours. We explore how destinations can stand out in a crowded digital landscape, the power of storytelling as a driver of memory and engagement, and how collaboration and shared platforms can elevate both small and large communities alike.

What You Will Learn in This Episode:

• How Story's background in conservation and history inspired a mission to reconnect people to place
• Why storytelling is the "currency of memory" and how it drives deeper visitor engagement
• How mobile audio tours create immersive, hands-free experiences that enhance—not distract from—travel
• What differentiates a high-quality audio tour from DIY solutions and why user experience matters
• How shared platforms create visibility and opportunity for destinations of all sizes
• Why analytics and data collection are critical for proving tourism impact and guiding strategy
• What tools like QR codes and scavenger hunts can deepen engagement and capture valuable visitor insights

Storytelling as the Foundation for Connection

Story Clark built her company around a simple but powerful idea: people are losing their connection to place. She shares how her work in conservation and history revealed a growing disconnect between individuals and their surroundings, inspiring her to create a platform that uses storytelling to bridge that gap. Rather than focusing on facts alone, her approach emphasizes narrative—because stories are what people remember, share, and carry with them long after a visit.

Through mobile audio tours that sync with a visitor's location, Story and her team help destinations bring their stories to life in real time. As travelers walk, drive, or explore, they hear stories tied directly to what they're experiencing, creating a deeper emotional and sensory connection. This approach turns the smartphone into a tool for engagement rather than distraction, allowing visitors to stay present while still learning and discovering.

Designing for Experience, Not Just Technology

In a crowded marketplace filled with apps and digital tools, Story explains that differentiation comes down to experience. She emphasizes the importance of quality storytelling, thoughtful production, and a deep understanding of user behavior. Her team acts as an advocate for the end user, helping destinations shape stories that resonate and are delivered at the right moment to maximize impact.

Equally important is the support and partnership provided to clients. Story highlights how many organizations underestimate the complexity of creating effective audio experiences and benefit from guided processes, production expertise, and ongoing collaboration. This hands-on approach ensures that each tour not only meets technical standards but also delivers a compelling and memorable experience for visitors.

Collaboration, Data, and the Future of Visitor Engagement

A central theme throughout the conversation is collaboration, both between destinations and across marketing channels. Story's shared platform model allows multiple destinations to benefit from collective visibility, creating a "rising tide lifts all boats" effect. Smaller communities gain exposure alongside larger destinations, while travelers enjoy a seamless experience across regions.

Beyond storytelling, Story is focused on helping destinations better understand and influence visitor behavior. By integrating tools like QR codes, scavenger hunts, and user surveys, her platform provides actionable data and insights. This allows organizations to move beyond inspiration to measurable impact—demonstrating how engagement translates into longer stays, increased spending, and stronger community connections.

Resources:

• Website: https://travelstorys.com/
• LinkedIn: https://www.linkedin.com/in/storyclark/
• Contact: story@travelstorysgps.com

On this episode of Destination on the Left, I talk with Patrick Greene, a documentary filmmaker and creator of Made with Love, a series that shines a light on artisans, their crafts, and the traditions behind them. Patrick shares how a project born during the COVID-19 pandemic evolved into a television series and a collection of small-group artisan tours designed to bring travelers behind the scenes and into deeper connection with the people and places they visit. We discuss the value of authentic storytelling, the unexpected overlap between filmmaking and tour operations, and how tourism can help preserve cultural traditions while creating meaningful connections between travelers and local communities.

What You Will Learn in This Episode:

• How a personal family experience during the pandemic inspired the creation of Made with Love
• Why authentic human connections can create more lasting travel memories than visiting well-known attractions alone
• How Patrick transitioned from documentary filmmaking into creating bespoke, small-group artisan tours
• What makes working with local producers and community connections essential to authentic cultural storytelling
• How tourism can support artisans while helping preserve crafts, traditions, and cultural heritage
• Why small-group experiences can foster meaningful connections between travelers, artisans, and fellow guests
• What destinations and tour operators can learn from creating story-driven experiences rooted in local people and place

From Filmmaking to Meaningful Travel Experiences

Patrick's journey into tourism began with documentary filmmaking and a desire to share the people and places he encountered while producing Made with Love. During a year living in Bologna, Italy, with his family during the COVID-19 pandemic, he discovered the depth of Italy's artisan culture and saw firsthand how shutdowns and the absence of tourism were affecting local makers. Their passion and dedication resonated with him, inspiring him to use his storytelling skills to give these artisans a platform.

That experience eventually led to the creation of Made with Love as a television series and, later, the development of artisan-focused tours. As Patrick explains, the skills required to produce television translate surprisingly well to tour operations, from managing logistics and accommodations to creating itineraries and taking care of a group. More importantly, both forms of work depend on understanding people and creating an experience that allows their stories to come through authentically.

Putting Authenticity and Human Connection at the Center

One of the central themes Patrick explores is the difference between simply seeing a destination and genuinely connecting with it. While iconic attractions remain important, he believes travelers often remember the people they meet and the stories they hear long after the trip is over. His tours are intentionally designed to move beyond crowded hotspots and give guests opportunities to meet artisans in their workshops, ask questions, and experience their crafts firsthand.

The small size of the groups helps make those connections possible. Patrick shares how artisans who had never welcomed travelers into their studios have embraced the opportunity to share their work, while guests gain a more personal understanding of the communities they are visiting. Those shared experiences also create connections among travelers themselves, with guests returning for additional Made with Love tours in other countries.

Tourism as a Tool for Preserving Craft and Culture

At the heart of Made with Love is a mission to support artisans and help preserve the crafts and traditions that contribute to a community's cultural identity. Patrick shares stories of generational artisans, including families who have practiced the same craft for many generations, and describes the importance of creating opportunities for these makers to share their work with visitors.

The relationship can benefit everyone involved. Travelers gain access to experiences they might not otherwise encounter, while artisans have an opportunity to share their knowledge and generate additional income through guest purchases. As Patrick looks toward expanding the series and tours into new countries, he emphasizes the importance of working with local producers and community connections to identify crafts that are genuinely rooted in each destination. For him, authentic storytelling starts with listening to local people and allowing their culture and traditions to shape the experience.

Resources:

• Website: https://madewithloveartisans.com/
• Made with Love on PBS: https://www.pbs.org/show/made-with-love/
• LinkedIn: https://www.linkedin.com/in/patrick-greene-34a9876/

On this episode of Destination on the Left, I talk with Matt Pivarnik, a community development leader with nearly 27 years of experience across destination development, destination stewardship, tourism marketing, economic development, and legislative success. Drawing on his work in Tulsa, Topeka, and now Myrtle Beach, Matt shares why he sees tourism as an important part of broader community and economic development. We discuss the power of trust and collaboration, the organizational model taking shape in Myrtle Beach, and why communities need to balance the immediate demands of tourism marketing with long-term investments in their people, infrastructure, and future.

What You Will Learn in This Episode:

• How tourism-related economic development can broaden the way communities think about tourism and destination development
• Why trust, collaboration, and putting community interests ahead of organizational egos are essential to successful communities
• How Myrtle Beach is creating a collaborative structure that allows distinct organizations to work alongside one another
• Why sharing services, resources, and expertise can help community organizations operate more effectively
• How destinations can balance the pressure for immediate visitation with long-term investments in tourism product and community development
• What Matt and his colleagues learned from listening to residents as they developed the Collaborate 2031 community strategy
• Why clear governance and financial "fences" are important for accountability and responsible stewardship of public dollars

From Destination Marketing to Community Development

Matt describes his career as a journey through the many interconnected pieces of community development. While destination marketing is an important part of the work, he believes the industry is increasingly recognizing the connection between tourism, economic development, destination development, and community stewardship. He shares his excitement about the emerging idea of "tourism-related economic development" and what it means to think intentionally about attracting attractions, assets, investment, and opportunities that strengthen a community.

That broader perspective also changes how Matt thinks about destination competitiveness. In Myrtle Beach, the beach is an extraordinary asset, but he points to the historic communities, cultural experiences, restaurants, waterways, and other distinctive places that surround it. Creating a compelling destination isn't only about promoting the most recognizable attraction. It is about understanding what makes a community unique and finding ways to tell the larger story.

Building Collaboration Without Losing Organizational Identity

A significant part of the conversation focuses on the collaborative model developing in Myrtle Beach. Matt explains how having multiple organizations working toward economic and community development can create confusion when their roles aren't clearly defined. Rather than putting one organization "under" another, he believes organizations are more effective when they operate alongside one another, maintaining their individual responsibilities while sharing resources and working toward common goals.

That approach creates opportunities to share services such as finance, human resources, IT, data, and office space while preserving the autonomy of each organization. Matt also emphasizes that collaboration requires more than a new organizational chart. It requires trust and a willingness to set aside egos. He reflects on his experience in Topeka, where organizational leaders ultimately focused less on protecting individual entities and more on asking what was best for the community and its economy. That shift opened the door to deeper collaboration and a more effective way of working together.

Planning for the Community's Future

Myrtle Beach's rapid growth makes long-term thinking especially important. Matt describes the challenge of balancing the need to generate visitation today with the responsibility to invest in the destination's product, infrastructure, and quality of life for the future. With significant growth in both tourism and the resident population, the community is increasingly focused on understanding resident sentiment and making sure the people who live there have a voice in shaping what comes next.

That thinking is at the heart of Collaborate 2031, a five-year, community-wide strategy shaped through conversations with residents, focus groups, and stakeholders across the county's 15 communities. Matt explains why the plan is intentionally focused on measurable progress rather than simply creating a long-range vision or using the strategy as a fundraising exercise. Once priorities are established, the goal is to determine which organizations are best positioned to take responsibility and then ensure they have the resources necessary to follow through. For Matt, the ultimate measure of successful collaboration is simple: communities where development organizations work together are better positioned to move their economies forward, while communities where those organizations compete with one another risk falling behind.

Resources:

• Website: greatermyrtlebeachcollaborative.com(opens in new tab)
• LinkedIn: https://www.linkedin.com/in/chrisfairresonance/

On this episode of Destination on the Left, I talk with Chris Fair, President and CEO of Resonance. Drawing on his background in journalism, destination marketing, and futures studies, Chris shares how destinations can use data-driven insights to better understand their strengths, identify opportunities, and build authentic brands that stand out in an increasingly competitive marketplace. We discuss the relationship between destination development and marketing, why collaboration across organizations is essential, and how communities can align around a shared narrative that supports tourism, economic development, and long-term prosperity.

What You Will Learn in This Episode:

• How destinations can evaluate the gap between performance and public perception
• Why authentic, focused place branding is more effective than trying to appeal to everyone
• What Resonance's Best Cities rankings reveal about livability, lovability, and prosperity
• How performance, perception, and community aspiration work together to shape destination strategy
• Why destination marketing organizations and economic development organizations should collaborate more closely
• How creating a shared narrative helps communities strengthen their reputation and attract visitors, talent, and investment
• What practical steps destination leaders can take to prioritize resources and build long-term competitive advantage

Beyond "Beige": Finding an Authentic Destination Narrative

Chris explains that one of the greatest challenges destinations face isn't overcoming negative perceptions—it's overcoming a lack of perception altogether. Many communities have exceptional experiences to offer but struggle to communicate what makes them distinct. Instead of trying to promote every possible attraction, successful destinations identify the unique story that reflects both who they are and what audiences value most.

He shares how Resonance helps destinations diagnose where they stand by comparing performance with perception. When communities understand whether they need stronger destination development, better branding, or a combination of both, they can focus their resources more strategically. Rather than trying to be everything to everyone, Chris encourages destination leaders to identify what belongs in their "storefront window"—the defining experience or story that invites people to discover everything else the destination has to offer.

Using Data to Guide Smarter Destination Strategy

Chris discusses the framework behind Resonance's America's Best Cities rankings, which evaluate destinations through three interconnected lenses: livability, lovability, and prosperity. These rankings measure everything from parks, restaurants, shopping, and cultural attractions to economic opportunity, infrastructure, education, and quality of life, providing communities with a clearer understanding of how they perform compared to their peers.

Beyond performance data, Chris emphasizes the importance of combining research on public perception with the aspirations of local residents and businesses. By studying performance, perception, and aspiration together, destinations can uncover opportunities that traditional research alone may overlook. Throughout the conversation, he shares how this evidence-based approach helps communities prioritize investments, refine their positioning, and make informed decisions that support both residents and visitors.

Building a Shared Narrative Through Collaboration

One of the most important themes throughout our conversation is the role collaboration plays in creating a successful destination brand. Chris shares examples of communities where tourism organizations, economic development agencies, civic leaders, and other stakeholders have worked together to build a shared narrative that aligns how the destination is presented to visitors, investors, businesses, and residents alike.

He also notes that creating the narrative is only the beginning. The greater challenge is sustaining it through ongoing education, leadership, and cross-sector collaboration. As organizations evolve and leadership changes, maintaining alignment requires continual investment and commitment. Chris leaves listeners with a compelling perspective: destination marketing organizations should think more like economic development organizations, while economic development organizations should become stronger storytellers. By breaking down organizational silos and working toward shared goals, communities can strengthen their reputation, attract investment, and create lasting benefits for everyone.

Resources:

• Website: https://resonanceco.com
• Best Cities Reports: https://resonanceco.com/reports
• LinkedIn: https://www.linkedin.com/in/chrisfairresonance/

On this episode of Destination on the Left, I talk with Morag Barrett, leadership expert, executive coach, keynote speaker, and author of You, Me, We: Why We All Need a Friend at Work and How to Show Up as One. Morag shares why meaningful workplace relationships are no longer a "nice to have" but a critical leadership skill in today's rapidly changing world. We explore how leaders can strengthen human connection, build trust, and create workplaces where people feel supported, challenged, and empowered to do their best work. From navigating uncertainty to embracing vulnerability and accountability, Morag offers practical strategies that apply not only to leadership but to every relationship we build throughout our lives.

What You Will Learn in This Episode:

• Why the human side of leadership often determines long-term organizational success
• How uncertainty, rapid change, and remote work have reshaped workplace relationships
• What it means to adopt an ally mindset and why everyone needs a friend at work
• How the five Ally Mindset practices strengthen trust, collaboration, and accountability
• Why meaningful conversations begin by checking in on people before focusing on the work
• How leaders can create environments where candor, healthy debate, and new ideas flourish
• Practical ways to strengthen relationships through small, intentional actions every day

Why Human Connection Matters More Than Ever

Throughout her career, Morag Barrett has observed that successful organizations aren't defined solely by strategy, systems, or technology. Instead, their greatest advantage comes from how people relate to one another. While technical expertise remains essential, lasting success depends on trust, communication, and the quality of workplace relationships.

As organizations continue navigating constant change, hybrid work, artificial intelligence, and ongoing uncertainty, many employees are feeling increasingly disconnected. Morag explains that while conversations around leadership and emotional intelligence have grown, the challenge remains helping leaders invest the time required to strengthen relationships. Rather than treating connection as a soft skill, she encourages leaders to recognize it as a business imperative that directly influences engagement, collaboration, and performance.

Becoming an Ally at Work

Morag shares the inspiration behind her book, You, Me, We, which reframes Gallup's familiar question, "Do I have a best friend at work?" into a more powerful leadership challenge: "Am I a friend at work?" This shift encourages individuals to focus less on what they receive from others and more on how they intentionally support those around them.

The conversation explores the five practices of the Ally Mindset: abundance and generosity, connection and compassion, courage and vulnerability, candor and debate, and action and accountability. Together, these practices create a framework for building healthier relationships, encouraging honest conversations, and fostering workplaces where people feel seen, valued, and supported. Rather than relying on grand gestures, Morag demonstrates how consistent everyday behaviors create lasting trust across teams and organizations.

Small Actions That Create Lasting Impact

One of the most practical takeaways from this conversation is Morag's reminder that meaningful relationships are built through small, intentional moments. Whether asking a teammate, "What's your number today?" to better understand how they're showing up, expressing appreciation to someone who has positively influenced your career, or simply making time to truly listen, these simple actions create powerful ripple effects.

Morag also challenges leaders to reflect on how they are remembered by those they work alongside. The question isn't simply whether you have supportive colleagues, but whether others would eagerly choose to work with you again. By focusing on intentional connection, personal accountability, and genuine care for others, leaders can strengthen their teams while creating cultures where both people and organizations thrive.

Resources:

• Website: https://SkyeTeam.com
• Ally Mindset Self-Assessment: https://SkyeTeam.cloud/youmewe
• LinkedIn: https://www.linkedin.com/in/moragbarrett/

On this episode of Destination on the Left, I talk with Sally Berry, Tourism Director for Great Lakes USA and Cruise the Great Lakes. Sally shares how an unexpected career path led her into tourism and eventually to one of the industry's most collaborative regional organizations. We discuss the power of partnerships, the rapid growth of Great Lakes cruising, and why thinking beyond traditional destination boundaries creates stronger visitor experiences and more resilient communities. Sally also offers practical insights into building meaningful collaborations that benefit destinations, visitors, and the tourism industry as a whole.

What You Will Learn in This Episode:

• How Sally's unconventional career journey shaped her collaborative leadership style
• Why regional partnerships create greater value for international visitors and industry stakeholders
• How Cruise the Great Lakes is helping destinations prepare for continued cruise tourism growth
• What memorable destination welcomes look like, and why they leave a lasting impression on visitors
• Why successful collaborations depend on a diversity of perspectives and shared goals
• How creative partnerships across states, provinces, and organizations lead to stronger tourism products
• What opportunities Sally sees ahead for the Great Lakes region through sustainability, stewardship, and collaboration

Collaboration Is the Competitive Advantage

Throughout our conversation, Sally makes a compelling case that collaboration isn't simply a nice idea—it's one of tourism's greatest competitive advantages. Leading initiatives that span eight states and two Canadian provinces requires balancing different priorities while helping partners recognize the value of working toward common goals. Rather than expecting every destination to participate in every initiative, Sally focuses on matching opportunities with the destinations best positioned to benefit, creating stronger outcomes for both individual communities and the region as a whole.

She also shares how collaboration flourishes when organizations embrace different perspectives. Strong partnerships need enthusiastic champions, thoughtful protectors, and even healthy skeptics who ask the difficult questions. Those varied viewpoints ultimately strengthen projects, deepen trust, and create initiatives that are more successful over the long term.

Turning First Impressions Into Lasting Connections

As Great Lakes cruising continues its impressive growth, Sally shares how destinations are embracing the opportunity to create unforgettable welcomes for visitors arriving by ship. Communities are greeting passengers with local musicians, historical interpreters, regional cuisine, and experiences that immediately reflect the character of the destination. These authentic touches create meaningful first impressions while giving visitors a genuine sense of place.

Beyond the excitement of arrival day, Sally explores the broader impact cruise tourism has on local economies. Many passengers spend additional time in port cities before or after their voyages, and countless visitors discover communities they later return to explore in greater depth. For many Great Lakes destinations, cruise tourism is becoming an important gateway for introducing travelers to places they may never have considered visiting before.

Investing in Relationships That Strengthen the Industry

One theme consistently surfaces throughout Sally's career: tourism is built on relationships. From mentors who helped her navigate unfamiliar areas of the industry to the connections she now creates through webinars, trade events, and industry education, she believes sharing knowledge strengthens the entire tourism ecosystem. Helping new professionals build confidence today creates stronger collaborators for tomorrow.

Looking ahead, Sally is optimistic about the future of the Great Lakes region. As travelers seek authentic experiences beyond traditional gateway destinations, the region offers abundant natural beauty, vibrant communities, rich history, and distinctive cultural experiences. By continuing to invest in partnerships, sustainability, and destination stewardship, Great Lakes communities are positioning themselves for long-term success while demonstrating that the strongest destinations are the ones that work together.

Resources:

• Website: https://greatlakesusa.org
• Website: https://cruisethegreatlakes.com
• LinkedIn: https://www.linkedin.com/in/sally-davis-berry/

On this episode of Destination on the Left, I host a special Community Conversation featuring Patrick Kaler, President & CEO of Visit Buffalo Niagara; Tony Snell-Rodriguez, Director of Community Engagement & Inclusion at Visit Milwaukee; Steven Coyle, Director of Government Relations for Transportation Policy at the American Bus Association; and Hillarie Logan-Dechene, Deputy Director of The Wild Center. Together, they explore the many dimensions of advocacy in the tourism industry, from legislative engagement and community partnerships to storytelling, relationship building, and cross-sector collaboration. Their conversation demonstrates that effective advocacy isn't just about influencing policy—it's about creating trust, building authentic partnerships, and helping communities understand tourism's value as a driver of economic growth and quality of life.

What You Will Learn in This Episode:

• Why advocacy extends far beyond government relations and begins with building authentic relationships
• How destination organizations, attractions, and industry associations are using collaboration to strengthen tourism's voice
• What role storytelling plays in helping elected officials, residents, and stakeholders understand tourism's economic impact
• How community engagement and resident sentiment are becoming key measures of destination success
• Why partnerships across sectors create stronger advocacy efforts and more resilient communities
• How research, data, and personal stories work together to influence decision-makers
• What practical steps tourism professionals can take to become stronger advocates within their own communities

Advocacy Begins with Relationships

Throughout the conversation, one message rises above the rest: successful advocacy starts long before asking for support. Whether working with elected officials, community organizations, business leaders, or residents, each panelist emphasizes that trust is built through consistent relationships, active listening, and genuine collaboration.

Rather than approaching advocacy as a series of requests, the panel explores how tourism organizations can position themselves as community partners. By understanding shared priorities and working toward mutual goals, destinations are able to demonstrate that tourism benefits far more than visitors—it strengthens local economies, supports small businesses, creates jobs, and enhances quality of life for residents.

Using Stories and Data to Demonstrate Tourism's Value

While economic impact numbers remain an essential advocacy tool, the panel discusses why statistics alone are rarely enough. Effective advocacy combines measurable data with compelling human stories that help decision-makers understand tourism's real-world impact.

The guests share examples of how visitor spending supports local businesses, creates employment opportunities, reduces the tax burden for residents, and generates long-term community investment. They also explore how personalized examples—from small business testimonials to resident feedback—can transform large economic figures into meaningful stories that resonate with legislators, community leaders, and stakeholders alike.

Building Stronger Destinations Through Cross-Sector Collaboration

One of the strongest themes throughout the discussion is the importance of looking beyond traditional tourism partnerships. The panel encourages organizations to collaborate with museums, transportation providers, nonprofits, healthcare institutions, educational organizations, chambers of commerce, neighborhood groups, and local businesses to build stronger advocacy networks.

The guests share how these relationships not only strengthen individual organizations but also create more resilient destinations capable of addressing community priorities together. Whether developing new programs, supporting accessibility initiatives, attracting meetings and events, or advocating for infrastructure investments, they demonstrate that tourism is most successful when it is viewed as a shared community asset. By embracing collaboration over competition, destinations can amplify their impact, strengthen public trust, and ensure tourism continues to deliver lasting benefits for visitors and residents alike.

Resources:

• Website: https://travelalliancepartnership.com/

Patrick Kaler

• Website: https://visitbuffalo.com/
• LinkedIn: https://www.linkedin.com/in/patrickkaler/

Tony Snell-Rodriguez

• Website: https://www.visitmilwaukee.org/
• LinkedIn: https://www.linkedin.com/in/tony-snell-rodriguez/

Steven Coyle

• Website: https://www.buses.org/
• LinkedIn: https://www.linkedin.com/in/steventcoyle/

Hillarie Logan-Dechene

• Website: https://www.wildcenter.org/
• LinkedIn: https://www.linkedin.com/in/hillarie-logan-dechene-2bb8aa18/

On this episode of Destination on the Left, we bring you Part 2 of our Roadshow series recorded live at the 2026 Taste of Place Summit in Edmonton, Alberta. Hosted by the Culinary Tourism Alliance in partnership with Explore Edmonton, the Summit brought together destination leaders, economic development professionals, and tourism organizations exploring how culinary tourism can strengthen local economies and create more distinctive destination identities.

Through conversations with Ellen Walker-Matthews, Elaine Zedack, Eiblis Doherty, Ceri Chong, and Bryanna Kumpula-Yung, we explore how collaboration serves as the foundation for successful culinary tourism, connecting producers, businesses, communities, and visitors into experiences that are greater than the sum of their parts.

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

• Ellen Walker-Matthews: https://www.linkedin.com/in/ellen-walker-matthews-6951ab4/
• Elaine Zedack: https://www.linkedin.com/in/elaine-zedack/
• Eiblis Doherty: https://www.linkedin.com/in/eiblis-doherty/
• Ceri Chong: https://www.linkedin.com/in/cerij/
• Bryanna Kumpula-Yung: https://www.linkedin.com/in/bryannakumpula/

Collaboration Is the Foundation of Culinary Tourism

One of the strongest themes throughout these conversations is that successful culinary tourism rarely happens in isolation. While exceptional farms, restaurants, and producers may draw visitors on their own, destinations create lasting impact when they intentionally connect those individual experiences into a cohesive visitor journey.

Ellen Walker-Matthews shares how the Thompson Okanagan Tourism Association views culinary and agritourism as foundational to its destination strategy. Through readiness programs, partnerships between operators, and collaborative experience development, the region is helping visitors understand not only where food comes from, but also the relationships between farms, vineyards, Indigenous foodways, and the landscape itself. Across the episode, guests demonstrate how destination organizations can act as conveners, creating opportunities for businesses to work together in ways that benefit both visitors and local communities.

Food Creates a Stronger Sense of Place

Beyond great meals, culinary tourism serves as a powerful storytelling tool that helps destinations express their identity. Elaine Zedack explains how Pittsburgh uses food to celebrate its distinct neighborhoods, immigrant heritage, and blue-collar history while embracing the city's continued evolution. Local food experiences become a form of placemaking, allowing visitors to better understand the people and cultures that have shaped a destination over time.

Ceri Chong shares a similar approach in Richmond, British Columbia, where the destination's culinary story is built around Asian dining, fresh seafood, and local agriculture. Through events, partnerships with fishers and restaurants, and immersive waterfront experiences, Tourism Richmond is creating opportunities for visitors to engage directly with the people and industries that define the community. These conversations reinforce that food is one of the most accessible ways to experience the character and heritage of a place.

Creating the Conditions for Local Businesses to Thrive

Several guests emphasize that one of the most valuable roles destination organizations can play is helping local businesses succeed together rather than independently. Eiblis Doherty describes her role as a facilitator, connecting operators, encouraging collaboration, and helping businesses develop visitor-ready experiences that might not happen without someone bringing the right people together.

Bryanna Kumpula-Yung expands on this idea by sharing how Leduc County is investing in networking opportunities, food trails, business education, and a new local food hub that makes it easier for producers, restaurants, and consumers to connect. Rather than focusing solely on marketing, these initiatives strengthen the local ecosystem behind the visitor experience. Together, the guests demonstrate that sustainable culinary tourism depends on building relationships, removing barriers, and creating the infrastructure that allows communities, businesses, and destinations to grow together.

Resources:

Ellen Walker-Matthews

Website: https://www.totabc.org/

LinkedIn: https://www.linkedin.com/in/ellen-walker-matthews-6951ab4/

Elaine Zedack

Website: https://www.visitpittsburgh.com/

LinkedIn: https://www.linkedin.com/in/elaine-zedack/

Eiblis Doherty

Website: https://www.strathcona.ca/tourism/

LinkedIn: https://www.linkedin.com/in/eiblis-doherty/

Ceri Chong

Website: https://www.visitrichmondbc.com/

LinkedIn: https://www.linkedin.com/in/cerij/

Bryanna Kumpula-Yung

Website: https://www.leduccountybusiness.com/

LinkedIn: https://www.linkedin.com/in/bryannakumpula/

On this episode of Destination on the Left, we bring you the first of two Roadshow episodes recorded live at the 2026 Taste of Place Summit in Edmonton, Alberta. Hosted by the Culinary Tourism Alliance in partnership with Explore Edmonton, the Summit gathered culinary tourism and agritourism leaders, destination professionals, farmers, chefs, producers, and artisans from across Canada and beyond to explore how food connects visitors to people, culture, and place.

Through conversations with Tam Anderson, Jenni Lessard, James Eddington, Carl-Éric Guertin, and Monica Frost, we uncover a common thread: the most memorable culinary tourism experiences begin with the people who grow, create, preserve, and share the stories behind the food.

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

• Tam Anderson: https://www.linkedin.com/in/tam-andersen-b488544/
• Jenni Lessard: https://www.linkedin.com/in/jenni-lessard-54103a197/
• James Eddington: https://www.linkedin.com/in/james-eddington-9542a52/
• Carl-Éric Guertin: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/
• Monica Frost: https://www.linkedin.com/in/sociallymonica/

Authentic Experiences Begin with Human Connection

Throughout these conversations, one message emerges again and again: culinary tourism is ultimately about people. Whether visitors are harvesting strawberries, joining a chef around a live fire, meeting an artisan in their workshop, or enjoying a long-table dinner on a farm, the experiences that leave lasting impressions are rooted in authentic human connection.

Tam Anderson shares how simple moments, such as digging potatoes with children or tasting berries fresh from the field, reconnect families with the origins of their food and with each other. James Eddington echoes that philosophy through immersive farm experiences where guests don't simply enjoy a meal—they participate in discovering the ingredients, the landscape, and the people who make the experience possible.

The Stories Behind the Ingredients Matter

Several guests emphasize that food itself is only one part of the visitor experience. Jenni Lessard explains that every ingredient carries the story of the producer, and that chefs and tourism professionals serve as interpreters who help visitors understand where food comes from and why it matters. When those stories are shared, meals become expressions of place rather than simply something to eat.

Carl-Éric Guertin extends this idea through the work of the Économusée Network Society, which helps artisans open their workshops to visitors. Whether meeting a blueberry jam maker, a smoked herring producer, or a craftsperson preserving generations of knowledge, visitors gain a greater appreciation for the heritage, expertise, and cultural traditions behind each product. These personal encounters transform local products into meaningful cultural experiences.

Collaboration Creates Stronger Destinations

Across every interview, partnerships emerge as the driving force behind successful culinary tourism. Farmers collaborate with chefs to showcase seasonal ingredients, breweries work alongside producers and destination organizations to create immersive travel itineraries, and regional networks bring together organizations that might otherwise work independently.

Monica Frost shares how the BC Ale Trail continues to expand beyond breweries by connecting travelers with farmers, cideries, restaurants, and agritourism experiences that tell a more complete story about British Columbia's craft beverage industry. Similarly, guests throughout the episode describe how collaboration allows destinations to celebrate their unique landscapes, cultures, and food traditions while creating experiences that benefit both visitors and local communities.

Together, these conversations remind us that a true taste of place cannot be manufactured. It grows from authentic relationships, local knowledge, shared stories, and the people whose passion and stewardship give every destination its distinctive flavor.

Resources:

Tam Anderson

Website: https://albertafarmfresh.com/

LinkedIn: https://www.linkedin.com/in/tam-andersen-b488544/

Jenni Lessard

Website: https://www.jennilessard.com/

LinkedIn: https://www.linkedin.com/in/jenni-lessard-54103a197/

James Eddington

Website: https://www.eddingtons.ca/

LinkedIn: https://www.linkedin.com/in/james-eddington-9542a52/

Carl-Éric Guertin

Website: https://artisansaloeuvre.com/en/economusee-network-society/

LinkedIn: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/

Monica Frost

Website: https://bcaletrail.ca/

LinkedIn: https://www.linkedin.com/in/sociallymonica/

On this episode of Destination on the Left, I talk with Bradley Kautenburg, Executive Director of the Algoma Area Chamber of Commerce in Algoma, Wisconsin. Bradley shares how a small lakeside community neighboring some of Wisconsin's best-known tourism destinations has embraced its authentic character as its greatest strength. We discuss the power of collaboration, the importance of remaining open to change, and how destination leaders can build stronger organizations by focusing on community, partnerships, and a willingness to challenge long-held assumptions.

What You Will Learn in This Episode:

• How Bradley's career journey shaped his approach to destination and chamber leadership
• Why Algoma has embraced its welcoming culture as a defining competitive advantage
• How changing organizational mindsets can unlock new opportunities for growth
• What questions Bradley's team asks before making strategic decisions
• Why collaboration between neighboring chambers creates better outcomes than competition
• How intentional partnerships help strengthen both tourism and local communities
• Why staying open to change is one of the most important leadership skills for today's destination professionals

Discovering the Competitive Advantage That's Been There All Along

Located along the shores of Lake Michigan at the base of Wisconsin's Door County peninsula, Algoma sits beside some of the state's most recognizable tourism destinations. Rather than trying to compete with larger neighbors, Bradley explains how the community has learned to lean into what visitors consistently remember most: the friendliness of its people, its active arts community, and the genuine sense of belonging guests experience during their stay.

One of the biggest lessons Bradley shares is that sometimes a destination's greatest competitive advantage is hiding in plain sight. For years, Algoma's welcoming culture simply felt normal to the people who lived there. It wasn't until the Chamber began viewing the community through the eyes of visitors that they recognized this authentic sense of place as something truly distinctive. That shift in perspective now influences how the destination tells its story and creates memorable visitor experiences.

Building an Organization That Is Ready for the Future

When Bradley stepped into his leadership role, the Chamber was navigating financial challenges familiar to many community organizations. Rather than focusing solely on budgets, he recognized that lasting change required something deeper: helping the organization become comfortable with change itself.

Throughout our conversation, Bradley shares how his team evaluates new ideas through three simple questions: Does it strengthen the organization? Does it benefit members? Does it serve the community? Those guiding principles have helped shape decisions ranging from investing in new technology to expanding business resources while continuing to support tourism. His approach demonstrates that sustainable leadership often comes from creating a culture that welcomes innovation instead of resisting it.

Why Collaboration Will Always Beat Competition

One of my favorite parts of our conversation centers on Bradley's belief that neighboring organizations accomplish far more by working together than by competing for attention. Regular meetings between local chambers have become opportunities to coordinate events, exchange ideas, share professional development, and support one another through common challenges.

Bradley also offers practical advice for building successful collaborations. He explains why establishing shared goals, agreeing on boundaries, and approaching partnerships with intentionality creates stronger relationships over time. Whether coordinating community events, recognizing educators across multiple school districts, or simply providing one another with fresh perspective, these partnerships illustrate how collaboration strengthens destinations, organizations, and the people who lead them.

Above all, Bradley reminds us that openness—to new ideas, new perspectives, and new partnerships—is often the catalyst that allows both organizations and communities to evolve while remaining true to the qualities that make them special.

Resources:

• Website: https://visitalgomawi.com/
• LinkedIn: https://www.linkedin.com/in/bradley-kautenburg-3b674315a/

On this episode of Destination on the Left, I talk with Chris Temple, Director of Communications at Visit Erie. Chris shares how Visit Erie has transformed its destination brand through an extensive research-driven process, positioning Erie as a four-season destination built around authentic experiences, outdoor recreation, and the lifestyle of the Great Lakes. We also discuss how strategic partnerships, community engagement, and thoughtful destination development are helping Erie build momentum while creating lasting benefits for residents and visitors alike.

What You Will Learn in This Episode:

• How Visit Erie approached a research-based destination rebrand that aligned with visitor expectations and community assets
• Why authentic storytelling and a clearly defined brand voice help destinations stand out in a competitive marketplace
• How Visit Erie creatively responded to the challenges of the pandemic by supporting local businesses and launching Erie Restaurant Week
• What major Bayfront redevelopment projects mean for Erie's future as a visitor destination and community gathering place
• How collaboration with other destination organizations strengthens media relations, marketing efforts, and shared success
• Why engaging local residents and content creators has become an important part of modern destination marketing
• How destination organizations continue to evolve by balancing visitor attraction with community quality of life

Building a Brand That Reflects the Good Life

Rather than simply creating a new logo or tagline, Visit Erie invested eighteen months in a comprehensive branding process grounded in research, stakeholder engagement, and visitor insights. Chris explains how the organization evaluated its existing positioning, identified its strongest assets, and developed messaging that reflects both the experiences travelers seek and the authentic character of the destination.

The result is the "Good Life, Great Lake" brand, which captures Erie's unique identity as a place where visitors can slow down, reconnect with nature, and experience the rhythm of life along Lake Erie. Chris shares how developing a consistent brand voice has helped Visit Erie focus on what truly differentiates the destination instead of trying to appeal to everyone.

Turning Challenges into Lasting Opportunities

Like destinations across the country, Visit Erie faced unprecedented challenges during the COVID-19 pandemic. Chris reflects on how the organization quickly shifted its focus from attracting visitors to supporting local tourism businesses and encouraging residents to reconnect with the outdoor experiences available in their own backyard.

One of the most successful initiatives to emerge from that difficult period was Erie Restaurant Week. What began as a creative response to support local restaurants during a challenging time has grown into a signature annual event that continues to expand each year. Chris shares how moments of adversity can become catalysts for innovation when organizations remain focused on serving both their partners and their communities.

Collaboration as the Foundation for Destination Growth

Throughout the conversation, Chris emphasizes that destination success is built through collaboration. From Visit Erie's long-standing involvement with the Mid-Atlantic Tourism Public Relations Alliance to partnerships that connect multiple destinations along travelers' journeys, he demonstrates how collaboration creates stronger visitor experiences while helping destinations learn from one another.

Chris also discusses how Visit Erie's role within the community continues to evolve. New initiatives like the Local Creator Program invite residents to help tell Erie's story through their own perspectives, creating authentic content that resonates with both visitors and locals. Combined with the ongoing transformation of Erie's Bayfront, these efforts illustrate how destination organizations can strengthen community pride while building sustainable tourism for the future.

Resources:

• Website: VisitErie.com
• LinkedIn: https://www.linkedin.com/in/christine-temple-47223b7/