Laura White

Laura White, Senior Director of Brand Marketing and Strategy at Visit Charlotte, shares her expertise on tapping into the overlooked Visiting Friends and Family market. She discusses how locals' perceptions shape the destination's image and the importance of community pride in tourism. The conversation shifts to innovative marketing strategies aimed at engaging residents and enhancing visitor experiences post-pandemic. Laura also highlights the impact of data-driven digital marketing and strategies to leverage the VFR segment for future success.