Destination On The Left

On this episode of Destination on the Left, I talk with Arturo Gaona, Chief Partnership Officer at Wheel the World. Arturo shares how Wheel the World started with one vision in mind and evolved into a solution for helping visitors of all abilities know what to expect when planning their travels. He shares how Wheel the World collaborates with DMOs to map accessibility features and provide accurate, reliable accessibility information for travelers. What You Will Learn in This Episode: Why Wheel the World was founded and how a crowdfunding trip to Patagonia inspired the start of the company What the Accessibility Mapping System (AMS) is and how it helps both DMOs and travelers Specific challenges travelers with disabilities face and how Wheel the World’s solutions aim to address these issues How the Destination Verified program helps destinations attract more diverse visitors by making accessibility information more transparent and accessible What proactive steps DMOs can take to improve how they share information about accessibility From Personal Experience to Global Impact Arturo shares how Wheel the World was born in 2016, when a trip planned with friends, including a wheelchair user, to Torres del Paine in Patagonia exposed the glaring gaps in accessible travel information. The group’s determination led to creating a hiking wheelchair and a crowdfunded expedition, which went viral, catapulting the concept of accessible travel into the spotlight. The overwhelming internet response to their self-filmed documentary inspired Arturo and his friends to found Wheel the World in 2017. How DMOs Can Create Accessible Destinations The collaboration with Visit Mesa, a trailblazer in destination accessibility, was Wheel the World’s foray into working with DMOs. Arturo explains how their method helps destination marketers take steps to share their accessible locations with potential visitors: 1. Accessibility Information Provide accurate and comprehensive accessibility information. Arturo explains that many destinations lack a centralized repository of accessibility data. By mapping the accessibility of over 90 destinations with its Accessibility Mapping System (AMS) app, Wheel the World can provide travelers with the information they need to plan their trips. 2. Booking Solutions Once accessibility data is collected, the next step is ensuring that travelers can easily book accommodations and services that meet their unique needs. Wheel the World offers a user-friendly platform where accessible travel options are readily bookable, bridging the gap between information and action. 3. Training Another barrier to accessible travel is hospitality professionals’ lack of knowledge and awareness of interacting with people with disabilities. Wheel the World’s Academy provides training that gives industry professionals the skills they need to provide excellent service, break down invisible barriers, and embed inclusivity. Arturo also discusses how marketers can present the destination in a way that resonates with travelers with disabilities, ensuring they feel welcomed and included. Arturo emphasizes that DMOs can start by taking small, actionable steps toward inclusivity. The key starting point is to find out a destination’s accessibility information online and then work on continuously improving accessibility. Resources: Website: https://wheeltheworld.com/ LinkedIn Personal: https://www.linkedin.com/in/arturo-gaona-ab38a71a/ LinkedIn Business: https://www.linkedin.com/company/wheeltheworld/ Destination Verified: https://wheeltheworld.com/destination-verified? We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Nikita France, Founder of Travel Agent Collective, who shares her story of how she helps travel agents build their businesses by building their personal brand. She offers great actionable advice on how to stand out on social media so you can build authority, confidence, and trust with potential customers. What You Will Learn in This Episode: How Nikita transitioned from consulting for Caribbean hotels to founding Travel Agent Collective Why personal branding is crucial for travel agents and the methods to build trust and authority in the industry How Nikita advises travel agents to use social media platforms like LinkedIn, Instagram, and Facebook to position themselves as industry experts Why email marketing is an indispensable tool for travel agents and how to effectively use personalization and conversational tones How to leverage TikTok trends and move followers to other platforms, ensuring higher engagement and conversions Nikita’s insights and practical advice on repurposing content and using AI to optimize your marketing efforts The Story Behind Travel Agent Collective After consulting for Caribbean hotels and spotting a gap in travel advisors’ marketing strategies, Nikita founded Travel Agent Collective in 2017. Starting as a basic content solution, it has evolved into a comprehensive platform that provides vital marketing tools for travel advisors. The pandemic posed unprecedented challenges for the travel industry. Launching her company in November 2019, Nikita quickly pivoted her messaging to assist travel advisors in handling client cancellations and rescheduled trips. The conversation around personal branding was never more relevant, as maintaining a strong social media presence during the pandemic proved essential for staying top-of-mind with clients. Why Personal Branding Builds Authority Personal branding isn’t just about self-promotion—it’s about building trust and establishing authority in your field. For travel advisors, this means cultivating an authentic presence that speaks directly to potential clients. “People relate to people,” Nikita emphasizes. “A strong personal brand lays the groundwork for authentic connections.” Nikita advises blending personal content with business updates to reach as many potential travelers as possible. For example, you could share a mix of family photos and client success stories on Facebook. This humanizes your business, making clients feel more connected to you as a person. On Instagram, maintain a conversational tone like speaking to a friend at a cocktail party. And on LinkedIn, focus on thought leadership: share your industry insights and success stories to establish yourself as an authority. Using Social Media Effectively Each social media platform serves a different purpose, and Nikita shares her tips on how you can use each platform effectively as a business. Facebook: Maintain a business page and use your personal page for broader reach. Share a mix of personal and business content to stay authentic. Instagram: Use a business profile for better insights. Personal stories can blend with business updates to help you stay top of mind with travelers. LinkedIn: Approach it as a platform for thought leadership. Share industry insights and behind-the-scenes content to build authority. Engagement is key to social media’s effectiveness. Nikita stresses that your tone should be conversational, not salesy. Your stories and successes should subtly showcase your expertise without overt selling. Resources: Website: https://www.travelagentcollective.com/ LinkedIn: https://www.linkedin.com/in/nikitafrance/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Brian Applegarth, founding chair of the Cannabis Travel Association International and owner of Applegarth Strategies, about the burgeoning interest in cannabis tourism. He describes the four archetypes of this growing target market, and we discuss how destinations should think about their cannabis experience and how to develop it alongside their brand. Brian also shares some case studies of destinations that are innovating with cannabis experiences right now. What You Will Learn in This Episode: How Brian categorizes cannabis travelers into four distinct archetypes and the marketing strategies tailored for each Why there is a growing interest in cannabis tourism, with approximately 70 million Americans expressing interest What role data and storytelling play in effectively marketing and integrating cannabis tourism into travel destinations How destinations like Travel Santa Ana and VISIT Oakland are innovating with cannabis experiences, including the introduction of cannabis trails What the cannabis travel industry can learn from craft brewery and vineyard tourism Understanding the Cannabis Tourism Market With over 70 million Americans interested in cannabis tourism, Brian shares the importance of understanding the varied subgroups within this demographic. His insights into what kinds of travelers are interested in exploring cannabis culture help DMOs create targeted marketing and refine their strategies to better attract this rapidly growing group. From the ‘canna-curious’ to the ‘transformative/ceremonial traveler,’ understanding these traveler personas enables more precise, meaningful engagement. Brian outlines four distinct archetypes that highlight varying niches of cannabis engagement and interest: 1. Canna-Curious: Individuals who are interested in exploring cannabis experiences but aren’t necessarily consumers. 2. Cannabis Wellness: People focused on enhancing their quality of life and well-being through cannabis. 3. Cannabis Connoisseurs: Enthusiasts who are interested in the intricacies of cannabis cultivation and different varieties. 4. Transformative/Ceremonial Traveler: Those seeking spiritual or consciousness-expanding experiences through cannabis. Understanding these subgroups is crucial for destinations aiming to effectively cater to the diverse needs and preferences of cannabis tourists. Leveraging Data to Inform Strategy Brian emphasizes the power of data in creating successful cannabis tourism strategies. His data-driven approach allows destinations to design engaging and personalized cannabis experiences. We dig into the details of Brian’s work with destinations like Travel Santa Ana, with its 30 cannabis shops and how they collaborate with a local cannabis farm, or Oakland’s ‘Visit Oakland’ cannabis trail which stands out by combining lounges, shops, and equity-focused activities, promoting diversity and inclusion in the cannabis industry. Opportunities in Cannabis Tourism As cannabis legalization spreads, destinations can innovate with creative cannabis-centric experiences. The synergy with craft beverages, especially in agriculturally rich regions, offers destinations really exciting prospects and the integration of cannabis has huge potential for capturing the imagination of a new group of visitors. Brian highlights the importance of collaboration and an inclusive approach that respects local cultures and histories. Resources: Website: https://brianapplegarth.com/ LinkedIn: https://www.linkedin.com/in/Brian-Applegarth/ Canna-Starter Kit for Destinations: https://brianapplegarth.gumroad.com/l/starterkit We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

This week, we’re sharing more insights from travel experts at the NTA Travel Exchange event in Huntsville, Alabama. You’ll hear how improving efficiency in tour operations can enhance customer satisfaction through digital tools and technology integration. We also discuss the impact of AI on tourism and the importance of strategic partnerships in our industry. Our space has some promising new initiatives and exciting future plans, and I’m sure you’ll love our guests’ golden nuggets of advice. In this episode, you’ll hear from these knowledgeable leaders: Eileen Gutierrez: https://www.linkedin.com/in/eileengutierrez/ Evan Krofchick: https://www.linkedin.com/in/evan-krofchick-78b4b623/ Jason Murray: https://www.southwestadventuretours.com/about-us/our-team/jason-murray/ Jeremy Hundt: https://www.linkedin.com/in/jeremy-h-69547166/ Jill Daly: https://www.linkedin.com/in/jilldaly/ More Insights from The National Tour Association Travel Exchange Eileen Gutierrez of Wetravel Eileen discusses the increasing importance of customization and the shift toward online and installment payment options, reflecting trends emerging from her platform, WeTravel. She also shares how their new AI-driven itinerary builder, set to launch in 2025, aims to streamline operations and enhance customer experiences. Eileen loves the sense of community and collaboration fostered by the NTA Travel Exchange, likening it to a family. She highlights the importance of networking events for exchanging ideas and strengthening industry bonds. Evan Krofchick of Trackables Travel Software Systems Evan dives into the critical importance of improving operational efficiency in tour operations to improve customer satisfaction. He also discusses the profound impact of reducing wait times and leveraging digital tools for itinerary management and logistics, such as proper luggage handling, to avoid costly and inconvenient errors. Evan can’t praise the collaborative environment fostered by the NTA Travel Exchange enough because of the way it enables travel industry professionals to come together and provide exceptional travel experiences. Jason Murray of Southwest Adventure Tours We discuss 2025 trends, including the impact of AI on tourism, a significant shift towards customization, and the strategic importance of time management for entrepreneurs. Jason addresses the challenges of remote work in maintaining team cohesion, emphasizing the need for intentional communication and shared alignment with company values. Our conversation also covers Jason’s strategic pivot from hands-on tour guiding to assuming a leadership role, illustrating the company’s adaptability and forward-thinking approach. Jeremy Hundt of Landmark Tours Jeremy and I dive into the reasons behind the growing appeal of slow travel, where tourists are encouraged to immerse themselves in destinations over longer stays, reducing the stress of daily movement. Jeremy highlights the crucial role of partnerships, particularly with Destination Management Organizations (DMOs), in orchestrating successful tours and fostering group-friendly environments. He enjoys the NTA Travel Exchange because it’s a vibrant community where competitors come together to advance the industry, sharing data and strategies to overcome mutual challenges. Jill Daly of The Israel Ministry Of Tourism Jill focuses on the theme of resilience in maintaining tourism during conflicts, specifically highlighting Israel’s current situation post-October 7th attacks. Despite the challenges, she outlines ongoing efforts to keep tourism viable, she also touches on the emerging trend of voluntourism, where visitors participate in service activities helping local communities, such as picking citrus fruits. Jill shares her personal experience of how the tourism industry can thrive even amidst adversity. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Welcome to the first of a two-part series from NTA, where we dive into tour and travel trends, partnerships, and challenges shaping the industry. In our conversations, we explore the rise of transformative travel, the international tourism rebound, and innovations in payment systems—all key trends driving the travel industry forward into 2025. In this episode, you’ll hear from these industry leaders: Kelly Dean: https://www.linkedin.com/in/kellydeanottawa/ Kim Ricaurte: https://www.linkedin.com/in/kim-ricaurte-510588285/ Patrick McIntyre: https://www.linkedin.com/in/patrick-mcintyre-2b61914 Sheryl Porto: https://www.linkedin.com/in/sheryl-porto-489189b1/ Zach Harrison: https://www.linkedin.com/in/zachary-harrison-a63481194/ In my interviews at the NTA, each guest shares examples of successful collaborations from DMOs and hotels to technology providers that help them create unique and memorable travel experiences. Kelly Dean from Ottawa Tourism Kelly emphasizes transformative and experiential travel, including immersive experiences such as culinary tourism and engaging deeply with local cultures. She shares more about how the travel industry can grow and adapt post-pandemic to meet evolving consumer expectations for the future. Kim Ricaurte from Airwallex We discuss Kim’s approach to helping people embrace new solutions without criticizing their existing methods, and she emphasizes the importance of partnership and support through these transitions. Kim also discusses significant trends in financial technology, particularly a shift away from traditional credit cards to alternative payment methods such as Google Pay, Apple Pay, and local systems like ACH, and explains the benefits of educating travel operators on these new financial solutions. Patrick McIntyre from Image Tours Patrick shares some new things he is working on for 2025—including a new Greek tour. He digs into the importance of responding to customer feedback and making tweaks that keep itineraries fresh and attractive to travelers. Building stronger relationships with your clientele helps support sales. Patrick describes the NTA Travel Exchange as “new” and says it’s an exciting place to learn, get to know some new people, and continue to develop relationships with people he’s already met. Sheryl Porto from Merani Hotel Group Sheryl and I dig into the exciting resurgence in international travel, particularly in Niagara Falls, USA, highlighting the unique cross-border tourism challenges and opportunities between the US and Canada. She shares her thoughts on the recovering international market post-pandemic and anticipates seeing significant business growth in 2025, especially from the Indian market. Zach Harrison from Anderson Vacations Zach and I discuss his focus on small-group travel, especially in remote Canadian areas. He highlights the shift from large 55-passenger buses to smaller 16-passenger groups, which allows for more intimate travel experiences and access to unique destinations that larger buses cannot reach, such as early morning wildlife tours in the Rockies. Zach also shares the importance of mentorship in the evolving travel industry, acknowledges generational gaps, and emphasizes the warm, collaborative community fostered at the NTA Travel Exchange. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I’m talking with eight industry professionals at OMCA Marketplace, held in Windsor, Ontario, Canada. These conversations emphasize the evolving nature of the travel industry driven by changes in traveler expectations, strategic international cooperation, and a strong focus on quality and convenience. In this episode, you’ll hear from these travel industry professionals: Jeffrey Goldwasser: https://www.linkedin.com/in/jeffrey-goldwasser-36264711/ Brittany Dykla: https://www.linkedin.com/in/brittany-dykla-cpa-7a50b036/ Jennifer Miller: https://www.linkedin.com/in/jennifernealmiller/ Karine Boudreau: https://www.linkedin.com/in/karine-boudreau-722355205/ Marcy Barnes: https://www.linkedin.com/in/marcy-barnes-8b98092b/ Mary Ellen Hudson: https://www.linkedin.com/in/mary-ellen-hudson-4807071b/ Ray DeNure: https://www.linkedin.com/in/ray-denure-7852805b/ Ben Rome: https://www.linkedin.com/in/benhrome/ Jeffrey Goldwasser – Sales Representative For Amaya Seating Jeffrey reflects on how many industry shows he attends each year and underscores the importance of networking outside the booths, such as in elevators, meals, or after-parties, where meaningful connections often occur. He also talks about supporting the “Women in Buses” initiative under the ABA, recognizing women’s critical role in the bus industry. Jeffrey describes the OMCA Marketplace as “evolving,” appreciating the opportunity to meet new people and establish future business connections. Brittany Dykla – CFO Of Brilliant Edventures Brittany discusses the integral role of collaboration in tourism, which distinguishes it from other sectors where collaboration often requires additional encouragement. She notes the importance of leveraging the current travel boom for long-term growth through immersive, storytelling-driven experiences that feel exclusive to the group and resonate with younger generations. She loves the OMCA Marketplace, praising its collaborative, productive atmosphere! Jennifer Miller – Manager, Domestic Tourism From Visit Detroit We discuss the vibrant tourism offerings available in Metropolitan Detroit that help visitors enjoy the city’s rich history and fun distillery scene. She highlights valuable cross-border collaborations with Windsor, Ontario, such as the Detroit Grand Prix and the Freedom Festival fireworks. Jennifer describes the OMCA Marketplace as “comfortable” with effective networking opportunities that help build valuable industry relationships. Karine Boudreau – Sales And Marketing Coordinator From Destination Moncton Dieppa Karine describes her first time attending the OMCA Marketplace as welcoming and says it’s an excellent opportunity to make new contacts. She shares the increasing popularity of real-life experiences that revolve around food, leisure activities, and spending time outdoors such as the enchanted night walk that depicts the Acadian culture in the best possible way. Marcy Barnes – Market Development Specialist From Tourism New Brunswick Marcy identifies sustainability as a growing trend in the tour and travel sector for 2025, which includes practices like using reusable water bottles and alternative transportation methods. She mentions the advantage of taking longer trips to improve sustainability, reducing the need for multiple short flights throughout the year. Marcy uses a gardening analogy to emphasize the importance of relationship building at events like OMCA, comparing initial meetings to planting seeds and subsequent interactions to nurturing a relationship. Mary Ellen Hudson – Travel Trade From Fredericton Capital Region Tourism Mary Ellen highlights the growing interest in astrotourism, following significant astronomical events like the total eclipse observed in Fredericton. She mentions partnerships with the Royal Astronomical Society of Canada to promote events such as star-watching and telescope observations, which cater to this upcoming trend. She describes the OMCA Marketplace as “fun,” leaning into the energetic and social nature of the travel industry event. Ray DeNure – Owner From DeNure Tours Ray discusses taking a long-term view of the industry, understanding the broader context, and integrating forward-looking strategies to sustain and grow the business while accommodating shifting travel behaviors and preferences. He emphasizes events like the OMCA Marketplace’s positive role in making business connections and creating informal networking opportunities in social settings. Ben Rome – Director Of Communications And Brand From American Bus Association We discuss the resurgence of travel bookings and the increased numbers of solo travel and single-family travel. People now seem to be open to traveling to international destinations right now too, whereas over the past couple of years travel has mostly been land-based domestic travel. Ben also shares his experience of experiential travel demand and why younger people, particularly, are drawn to immersive travel as they want to be part of the story. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I’m sharing the first of a two-part series from the OMCA Marketplace that was held in Windsor, Ontario, Canada. I know you’ll find the wisdom these eight influential industry professionals offer invaluable. We dig into the recent tour and travel trends, including cross-border travel and the importance of connections for business success. My guests also explore key themes such as a shift towards smaller and specialized group travel and the rise of the Fully Independent Traveler (FIT) and how these types of small group offerings cater to niche interests, allowing travelers to enjoy intimate, customized, and immersive experiences that larger groups might miss out on. Our discussions also cover why networking is key in creating new cross-border itineraries and enriching multi-destination travel experiences. In this episode, you’ll hear from these industry leaders: Ryan Robutka: https://www.linkedin.com/in/ryan-robutka-b6b1927/ Diane Meglino: https://www.linkedin.com/in/diane-meglino-ctis-67585523/ Cheryl Rash: https://www.linkedin.com/in/cheryl-rash-1078917/ Shawn Geary: https://www.linkedin.com/in/shawn-geary-13003127/ Todd Stallbaumer: https://www.linkedin.com/in/todd-stallbaumer-3650295/ Tillie Youngs: https://www.linkedin.com/in/tillieyoungs/ Elaine Moulder: https://www.linkedin.com/in/elainemoulder/ Steve Vance: https://www.linkedin.com/in/steve-vance-66949422/ Ryan Robutka, Senior Manager For Market Development With Via Rail Canada I love Ryan’s insights on why travelers are looking for more personalized experiences that give them access to off-the-beaten-path destinations. He shares why train travel is the perfect opportunity to go offline and experience different parts of Canada that they wouldn’t have considered before the pandemic. Ryan’s word for the OMCA Marketplace is “partnership” because the experience is about strengthening partnerships, meeting new people, and building relationships. Diane Meglino, Business Development Managers For Premier Travel Media Diane discusses the trends she is seeing coming for 2025/2026, including the America 250th anniversary, and why it’s such a great opportunity to promote destinations all across the East Coast area. She also shares some creative ideas, such as mystery tours, sports tours, military reunions, and girlfriend getaways that involve fun, hands-on activities such as cooking or painting classes. Cheryl Rash, Business Development Managers For Premier Travel Media In Cheryl’s experience, there’s nothing better than meeting face-to-face to really make connections. The tourism industry, in general, is such a family-connected industry where we can build friendships and relationships and coming to events such as the OMCA Marketplace is a great way to catch up with peers in person. Diane and Cheryl’s words for the event are “connections” and “beneficial,” and I couldn’t agree more! Shawn Geary, Mccoy Bus Service And Mccoy Getaways The trend that Shawn is seeing is that people want to go further afield. The popular destinations these days are within a couple of days travel rather than day trips, as people are prepared to spend a little longer on a bus now than they were before. This has been made much easier by a more streamlined experience going through international borders where passengers are quickly and efficiently screened, allowing them to continue their trip with as little friction as possible. Shawn notes that the connections you make at OMCA Marketplace are so important when it comes to planning tours to new destinations. Todd Stallbaumer, Consumer And Trade Marketing Director At Oklahoma Tourism And Recreation Department Right now, Todd is seeing lots of interest in multigenerational travel, especially grandparents and grandchildren traveling together and engaging in their tour. Todd shares that immersion and cultural tourism activities are very popular right now, including experiences such as getting to know the Vietnamese community in Oklahoma City. He also shares more about current multi-state collaborations that his organization is involved in. What Todd loves about the OMCA Marketplace is all the ways you can incorporate knowledge and experience with others in the travel and tourism space. Tillie Youngs, Sales Director With Thousand Islands International Tourism Council Tillie Youngs shares more about the experiences her groups most want right now, including getting out on the Saint Lawrence River to see the Thousand Islands from a different vantage point. We discuss the rise in popularity of smaller group travel and how that creates opportunities for personalized experiences in the region, such as diving to see the shipwrecks or enjoying kayaking or canoe excursions. Tillie loves attending in-person events such as the OMCA Marketplace to build those relationships with tour operators as clients and partners. Elaine Moulder, Founder and CEO Of Brilliant Edventures Elaine and I chatted about the cross-border travel changes, and she shares why it’s starting to come back in 2024/2025. Many Brilliant Edventures’ clients coming up to Michigan or New York are extending their trips into Canada, too. We also dig into why connections are of the utmost importance in the travel and tourism industry and why it truly feels like one big family. We all want the people who travel to have an impeccable experience, and when you build relationships with people, you can count on them. Creating trust is paramount, so Elaine describes the OMCA Marketplace as “welcoming.” Steve Vance, Director Of Sales And Marketing From The Grand Adirondack Hotel As a hotelier, one of the most exciting things Steve is seeing for 2025 is that groups are a foundation of business. Steve says it’s pure joy for his team to see the enjoyment of the authentic, unique Adirondack experience that their carefully curated itineraries bring. His one word for the OMCA Marketplace is “vital,” and he emphasizes that it’s absolutely critical to have the opportunity to have candid conversations about how you can improve your offer, and create potential collaborations to make traveler experiences even better. We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with three tourism industry leaders about the power of partnership and community engagement. Maureen Martin, Vice President of Partnerships and Community from Destination Madison, Bryan Kuebel, Senior Partnership Manager from Visit Milwaukee, and Greg LaDuca, Senior Vice President of Industry Relations from Visit Rochester, join me to discuss the Partnership and Community Engagement PACE Forum, the premier gathering place for passionate DMO professionals committed to the power of partnership and community engagement. They share the origin story of the PACE Forum, talk about the importance of this sector of the DMO industry, and give details of the 2025 event. What You Will Learn in This Episode: Why PACE was formed and the significance of Partnership and Community Engagement for DMOs The value of non-competitive idea sharing among peers How the PACE forum has shifted professional interactions post-pandemic and the advantages of face-to-face networking The importance of creative revenue sources and consistent communication with tourism commissions How the PACE 2025 forum in Cincinnati aims to focus on new technologies, data, and AI Fostering Community and Engagement The Partnership and Community Engagement (PACE) initiative is a network of professionals dedicated to enhancing the impact of DMOs. Maureen elaborates on PACE’s origins, sharing how the initiative formally took shape during the pandemic when professional norms shifted dramatically, leading to the first PACE Forum in Madison, Wisconsin, in February 2024. With an initial expectation of around 50 attendees, the forum’s attendance soared to approximately 120 participants, underscoring the industry’s hunger for community and collaboration. The forum successfully filled a void left by national conferences, offering continuous networking opportunities and fostering an environment for sharing ideas across borders. PACE 2025 is set to take place in Cincinnati, Ohio, from February 18-20. The upcoming forum promises to dig deep into new technologies, data analytics, artificial intelligence, and the invaluable role of networking in destination marketing. Advocacy for DMOs Maintaining consistent communication with tourism commissions and creatively seeking revenue sources is so important in the travel and tourism industry. The success of DMOs hinges on building strong, meaningful relationships within the community. Innovative programs like mentorship initiatives within the PACE Forum are designed to help newcomers integrate and feel connected. Their programs ensure that professionals at all travel and tourism industry levels benefit from the wealth of knowledge and experience available. Advocacy extends beyond simple promotion—it involves building robust relationships, consistent communication, and a clear demonstration of tourism’s economic impact on local communities. Sharing tangible success stories about how tourism positively affects local businesses and the community helps bolster support from various stakeholders. These compelling stories help make the abstract benefits of tourism concrete and relatable. The Value of Peer Networks Peer networks create a supportive ecosystem where professionals can share ideas that help them overcome common challenges and foster a sense of community. Greg, Maureen, and Bryan all emphasize how these connections promote professional and personal growth, enable tourism professionals to stay current with industry trends, and collaboratively develop impactful initiatives. The PACE forum, in particular, exemplifies the power of these networks by shifting traditional, nationally-run conferences towards a more intimate, peer-led format. Greg talks about how the forum’s spirit of non-competitive idea exchange allows peers from various cities to share insights and strategies autonomously. Resources: Gregory LaDuca Website: https://www.thepaceforum.com/home LinkedIn Personal: https://www.linkedin.com/in/gregory-l-laduca-78442713/ Twitter Personal: https://x.com/gregoryladuca Maureen Martin Website: https://www.visitmadison.com/about-us/our-team/ LinkedIn Personal: https://www.linkedin.com/in/martinmaureen/ LinkedIn Business: https://www.linkedin.com/company/destination-madison/ TikTok Business: https://www.tiktok.com/@destinationmadison Pinterest: https://www.pinterest.com/destinationmadison/ Youtube: https://www.youtube.com/c/DestinationMadison Bryan Kubel Website: https://www.visitmilwaukee.org/ LinkedIn Personal: https://www.linkedin.com/in/bkubel/ Facebook Personal: https://www.facebook.com/bkubel/ Instagram: https://www.instagram.com/bkubel/ Twitter: https://x.com/bkubel We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Catherine Alonzo, CEO at Javelina and host of the How to Change the World Podcast. She shares why story and travel are two sides of the same coin and breaks down how we should approach stories when trying to make a change or social impact. We also discuss the stories we tell ourselves, the importance of internal and external stories, and why core values matter in the travel industry. What You Will Learn in This Episode: Why internal narratives and personal storytelling impact how we see the world How core values guide decision-making and personal fulfillment Why understanding specific audiences and targeting communications effectively is crucial in crafting impactful stories and strategies What the significance of having a clear “why” is within an organization, and how to operationalize it to build a sustainable culture How to use storytelling to create the immersive experiences travelers are looking for Stories as Catalysts for Change Catherine emphasizes that stories aren’t just tools for entertainment—they are pivotal in shaping our understanding of the world. Whether it’s the narrative we tell ourselves internally or the stories we communicate externally, these narratives have the power to influence change. Catherine explains how stories form the bedrock of how we perceive and interact with the world, which is why they’re so important in driving personal and societal transformation. Storytelling is an incredibly powerful tool In the travel and tourism industry. We discuss the connection between the vulnerability and richness of storytelling and the immersive experiences travelers are looking for. By creating compelling narratives, destinations can provide deeper, more meaningful experiences that resonate on a personal level with visitors, ultimately driving visitor numbers and community engagement. Crafting Messages for Targeted Audiences A key part of storytelling is knowing your audience. Catherine highlights a common mistake marketers often make— trying to reach “everybody” and why the story ends up resonating with nobody. Instead, she suggests focusing on a maximum of four distinct audience groups. This could include decision-makers, referral partners, and internal audiences such as team members. Understanding each audience group’s motivations, psychographics, demographics, and needs allows DMOS to tailor communications to connect with potential visitors on a deeper level. This targeted approach ensures that the emotional core of the message remains consistent, fostering a strong connection with the audience. Finding and Operationalizing Purpose We discuss the critical importance of a clear “why” within organizations. As someone deeply involved in social change, Catherine believes that organizations cannot sustain a strong, meaningful culture without a well-defined purpose. For those in travel and tourism, this means clarifying why their destination or service exists beyond just economic gain. By integrating this “why” into daily operations, organizations can create authentic and compelling narratives that resonate with their teams and audiences. Resources: Website: https://www.catherinealonzo.com/ LinkedIn Personal: https://www.linkedin.com/in/catherinealonzo/ Podcast: https://www.catherinealonzo.com/how-to-change-the-world We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

In this episode of Destination on the Left, I talk with Jill Peterson, Founder and Chief Growth Strategist at Clover Insights LLC. We discuss how to improve your mental fitness and build positive intelligence, and she explains the differences between your “survival brain” and your “sage brain.” Jill shares why improving your mental fitness leads to greater happiness, increased productivity, and improved mental resilience. What You Will Learn in This Episode: How Jill uses the concept of “sage brain” to enhance happiness and productivity in personal and professional settings Why understanding and managing mental habits, particularly saboteurs, is crucial for overcoming internal barriers What the Positive Intelligence program entails, including practical techniques like PQ reps and how they help develop mental fitness Why integrating positive intelligence practices into daily routines can effectively boost mental resilience without requiring additional time What the role of the “Judge” is in one’s mental framework, and how recognizing its influence can prevent it from sabotaging growth and happiness Understanding Mental Fitness This week, we’ve got a real treat on the #DOTL podcast,  as Jill Peterson Founder and Chief Growth Strategist at Clover Insights LLC. explains how to handle life’s challenges positively. Jill describes how we can be the best version of ourselves and influence those around us positively. This episode is all about offering you practical strategies to improve your mental fitness for a fresh start as we prepare for a busy holiday season. The Sage Brain vs. The Survival Brain Jill introduces the concept of the “sage brain” and the “survival brain.” The “sage brain” encompasses positive emotions, creativity, empathy, and curiosity, which are so important for addressing life’s challenges constructively. On the other hand, the survival brain operates on negativity and judgment, housing nine saboteurs that seriously hinder our potential. Recognizing and managing these two brain modes increases happiness and productivity. By understanding our mental habits and overcoming internal barriers, we can unlock our true potential personally and professionally. One of our key discussions centered around the concept of “saboteurs.” These negative mental patterns or behaviors act alongside an internal judge, sabotaging our growth and happiness. Jill identifies nine types of saboteurs: Controller, Restless, Stickler, Hyper-vigilant, Hyper-achiever, Pleaser, Victim, Avoider, and Hyper-rational. Each saboteur represents a strength overused. For example, the Controller needs to manage every outcome, while the Hyper-rational dismisses emotions, focusing solely on logical analysis. Building Mental Muscles Jill advocates for working out our mental muscles to combat these saboteurs. This involves recognizing saboteurs, using physical sensations to switch brain modes, and tapping into the “sage brain.” Physical sensations act like smaller moments of meditation, helping transition to a more positive mindset. Jill describes the five tools in the sage brain toolbox: Empathy, Explore, Innovate, Navigate, and Activate. Regularly practicing Positive Intelligence repetitions (PQ reps) can strengthen these mental muscles, making it easier to manage life’s challenges without falling into negative patterns. Resources: Website: www.findyourclover.com Facebook Personal: https://www.facebook.com/jill.hendersonpeterson/?_rdr Facebook Business: https://www.facebook.com/cloverinsightsllc LinkedIn Personal: https://www.linkedin.com/in/jill-peterson/ LinkedIn Business:https://www.linkedin.com/company/clover-insights-llc/ Instagram Business: https://www.instagram.com/clover.insights/?hl=en We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!