Destination On The Left

On this episode of Destination on the Left, I talk with Genevieve White, travel copywriting expert and Founder of Campion Comms & Coaching, about why there’s so much important work that needs to happen before you ever put pen to paper when you’re writing copy for your travel organization. Genevieve walks us through the customer journey, from the dreaming phase to planning and booking, explaining how your copy should meet travelers where they are, every step of the way. She also shares her favorite recipe for establishing a relatable and confident tone of voice and reveals how simplicity and clarity can make your words work harder for your brand. What You Will Learn in This Episode: How Genevieve transitioned from a career in education to founding her own travel and tourism copywriting business, inspired by the Ikigai method and life changes How to craft effective copy, including the importance of deeply understanding your customer persona before writing How identifying and narrowing your target audience can transform general copy into messaging that resonates and attracts your ideal clients Why aligning your copy with different stages of the customer journey—dreaming, planning, booking, and aftercare—is crucial for moving potential travelers toward action The value of clarity, simplicity, and using “you/your” to create relatability Practical ways to instill that confidence in your writing before you get going How clear calls to action and strategically repeating key messages increase engagement on your website Think About Your Dream Customer Genevieve emphasizes that before you ever set pen to paper—or fingers to keyboard—you need to get crystal clear about who you want to attract. Lots of businesses make the mistake of casting too wide a net, hoping to appeal to “everyone,” but in reality, being everything to everyone often means resonating with no one. Genevieve suggests creating a detailed customer persona that goes beyond simple demographics like age and gender. Consider the customer’s travel style, values, preferred communication platforms, and even lifestyle details, such as shopping habits or their idea of a perfect day. As she says, “It’s by speaking directly to that person that you can really elevate your copy and stand out.” Match Your Copy to the Customer Journey Not all copy serves the same purpose. At various stages of their journey, from dreaming to planning, booking, and post-visit, travelers need different kinds of information and inspiration. Dreaming Stage: Here, your audience is searching for inspiration. Use evocative, sensory language to paint a picture and create a little FOMO (the fear of missing out). Focus on what makes your experience unique and let your destination’s personality shine. Planning Stage: Now, your customer wants practical information. Provide details in a clear, organized manner. Use bullet points and white space to make information easy to digest, especially for mobile users. Be selective and avoid overwhelming readers with too much detail. Booking Stage:  At this point, clarity and simplicity are key. Remove ambiguity and minimize unnecessary words. Make sure calls to action (CTAs) are prominent. Guide users smoothly and confidently through the booking process without distractions or confusion. The Recipe for a Great Brand Voice The most effective copy should feel like a conversation with a friend—relatable, personable, and confident. Brands often drift into a corporate or overly formal style that feels cold and unattractive. Use clear, simple language and write as you speak. Be mindful of corporate cliches in language, especially phrases like “we are passionate about.” Let people know about your expertise and offerings directly, by using simple phrases like “We do this,” or “Our experience includes…” A confident tone makes your brand more credible and helps your customer feel secure in choosing you. Genevieve recommends that if you’re not feeling confident, don’t write! Instead, get into a positive, empowered mindset before drafting your copy. Your energy will transfer to your words. Resources: Website: https://campioncopy.com/ LinkedIn: https://www.linkedin.com/in/copywritingfortourism/ Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality: https://campioncopy.com/product/boldly-go/ 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 Karley Cunningham, founder of Big Bold Brand and the Surefire Method, about how branding can help a destination, attraction, or business in the tourism industry stand out from the crowd. Karley breaks it down into three key themes: understanding our fundamental beliefs, knowing the markets we serve, and positioning ourselves around benefits and differentiators. Karley clears up all the noise around branding and marketing and shares actionable steps to help you evolve your brand. What You Will Learn in This Episode: How understanding fundamental beliefs and truths strengthens a brand’s identity Why you need to distinguish branding from marketing and how this distinction leads to more effective marketing strategies Actionable steps for creating a strong brand promise and how it can impact employee recruitment and retention How the concept of tightening the creative box leads to more innovative solutions and helps a brand differentiate itself in a competitive market Why aligning a brand’s internal culture with its external promises impacts a company’s overall reputation and employee satisfaction What role target audience understanding plays in brand differentiation Differentiating Branding from Marketing Branding and marketing play distinctly different roles in business success, and Karley shares her philosophy that branding is the backbone that informs and enhances marketing strategies. While marketing focuses on promoting products and services to specific audiences, branding is about creating a compelling narrative that defines what your destination or business stands for. As Karley puts it, “Brand is what people say about you when you’re not in the room.” It’s about building a reputation through consistent, authentic interactions at every customer touchpoint. Building a strong brand is about taking a good look at who you are as an organization. Start with an inside-out approach—look at your fundamental beliefs and truths. As a destination, you really need to dig into your core purpose, guiding principles, character, and vision. These elements form the DNA of the brand and serve as a blueprint for how a company operates both internally and externally. Understand Your Audience After establishing a strong internal identity, your next step should be taking the time to understand the external market. Travel and tourism businesses must identify their target audiences by exploring what problems they solve for these groups. Knowing what draws visitors to your destination is key, whether it’s providing adventure, culinary experiences, or relaxation. Karley uses the example of aligning the customer experience with expectations: “Are people going to come away from our region raving about what we do because we’ve set them up for success?” Understanding audience expectations allows companies to craft specific value propositions, ensuring that every touchpoint is meaningful and engaging. Positioning, Messaging, and Telling Your Story Effective branding requires clear positioning and messaging strategies. This involves identifying the benefits and differentiators your business offers compared to competitors. What makes you unique and why travelers should choose you over others? Storytelling is a powerful tool because sharing narratives about local culture, history, or the people that make your destination unique can resonate deeply with potential visitors and create a relatable brand image. Integrating the Brand Promise The brand promise needs to include employees as well as customers, and as Karley points out, the internal experience has to mirror the external promise. Ensuring employees feel valued and integral to delivering on your destination’s promise boosts morale and improves service quality, which in turn elevates your visitors’ experience. By integrating the brand promise throughout the organization, businesses improve customer experience and enhance employee recruitment and retention, which is an essential consideration in the tourism industry right now. Resources: Website: https://www.bigboldbrand.com/ LinkedIn: https://www.linkedin.com/in/karleycunningham/ Twitter: https://twitter.com/BrandMaven Surefire Audit: https://www.bigboldbrand.com/surefireaudit/ 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 episode of Destination on the Left is the last in the series of three episodes where we dig into tourism in the Northwoods of Wisconsin and the unique strengths and challenges of each of the three DMOs. This week, Krystal Westfahl, President and CEO of Let’s Minocqua Visitors Bureau, shares the decade-long journey of her Chamber of Commerce as it became a visitor’s bureau and then rebranded to align better with the area she represents. We’re discussing the importance of having a clear vision of who you are and who you serve and how to evolve your brand to set your destination up for growth. What You Will Learn in This Episode: How Krystal’s background in natural resources and nonprofit management aligns with her current role in tourism marketing The importance of having a clear vision and defined roles to eliminate confusion and increase effectiveness How Krystal’s region works collaboratively with other DMOs to promote tourism across the region What strategies Krystal and her team used to refresh their brand and the importance of leveraging the recognized name ‘Minocqua’ for marketing Why effective communication and community input are vital in successfully launching and managing a DMO Rebranding a Shared Vision Krystal and I discuss her decade-long journey transforming a chamber of commerce into a vibrant visitor bureau. A key part of this transformation was rebranding. The move to a visitor bureau needed a carefully planned branding strategy that matched the destination’s mission to invite more visitors to the area. The bureau leaned heavily on the distinctive term Minocqua, not just for its uniqueness but for its longstanding recognition among newcomers and long-time visitors as evoking the Northwoods experience. Rebranding isn’t just about altering logos or names but understanding and sharing your core values and visions. The Minocqua rebrand involved carefully planting a flag on shared community values. Collaborative Growth in the Northwoods of Wisconsin Operating in Oneida County, the Let’s Minocqua Visitors Bureau is a huge collaborative success that has brought together multiple municipalities under a shared purpose. This cooperative model supports their mission, the economic uplift of Minocqua, Arborvita, Hazelhurst, and Woodruff, through joint marketing and seamless visitor engagement. The rebranding effort went beyond aesthetics, incorporating strategic input and widespread survey data to ensure the new identity resonated with everyone, from local businesses to tourists. Krystal describes this collaboration as a rising tide lifting all boats. Lessons in Branding Strategy From her experience, Krystal offers invaluable insights into the rebranding process for other DMOs considering a similar path: Take Your Time: Effective rebranding is not rushed. Krystal advises allowing one to two years for research, surveys, and stakeholder engagement to guide the rebranding journey. Understand Your Audience: Build a deeper understanding of community perceptions and visitor expectations. A brand should authentically reflect the values of the place it represents. Beyond the Logo: A brand encompasses more than visual identity. It is an organization’s mission, vision, and strategic action, all working cohesively. Communication is Key: Open communication with local communities, businesses, and visitors ensures clarity and strengthens the shared vision. Resources: Website: https://www.minocqua.org/ LinkedIn Personal: https://www.linkedin.com/in/krystalwestfahl/ LinkedIn Business: https://www.linkedin.com/company/minocqua-visitors-bureau/ 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 Lauren Sackett, CEO at the Rhinelander Area Chamber of Commerce in Northern Wisconsin and Vice Chair of the Oneida County Tourism Council. We discuss her destination’s commitment to becoming more inclusive and accessible and why this is a positive business decision. Lauren also digs into how hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped their current accessible initiatives. What You Will Learn in This Episode: How Lauren and her organization are focusing on making Rhinelander more inclusive and accessible for diverse travelers What innovative strategies Lauren and her team are implementing to enhance accessibility, including detailed trail mapping and improved website information Lauren shares the experience and impact of hosting events such as the US Deaf Golf Championship and Ski for Light, and how these have helped shift perspectives on inclusivity How the creative approach to the region’s mythological mascot, the Hodag, has become a great tourism driver for Rhinelander Why the formation of the Northwoods Chamber Collaborative has been a successful model for idea sharing and regional support The New Face of Cooperative Tourism At the core of Rhinelander’s tourism growth is coopetition, and Lauren emphasizes that when neighboring destinations work together, they create greater potential for shared success. Through the Northwoods Chamber Collaborative, DMOs and chambers gather quarterly to share insights, tackle common challenges, and support collective growth. This collaboration builds an ecosystem of shared learning and resource optimization. Promoting Accessible Travel A strong commitment to inclusivity and diversity underpins Rhinelander’s tourism approach. They place a huge emphasis on equipping their website with features that support minority-owned businesses and ensure accessibility details are readily available. The introduction of detailed GIS mapping for trails has also seriously boosted accessibility awareness, providing visitors with important information about trail conditions and amenities. This is especially important in 2025, when travelers value destinations where they feel welcome and accommodated. It translates into longer stays and stronger economic impacts on destinations. Hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped current initiatives, such as developing printed and digital trail guides enriched with GPS features to enhance visitor experience. The local community has also been keen to display support through window stickers, and their grassroots enthusiasm underscores the region’s commitment to transformation, not just for tourists but for local residents too. Redefining Success Stories in Tourism Rhinelander’s approach to tourism isn’t just about increasing visitor numbers; it’s about crafting memorable experiences that resonate with diverse audiences. The town, famously associated with the mythical Hodag, harnesses this culturally significant symbol, featuring it in festivals and marketing materials. Resources: Website: https://oneidacountywi.com/# LinkedIn Personal: https://www.linkedin.com/in/lauren-sackett-b2a5a59a/ LinkedIn Business: https://www.linkedin.com/company/rhinelander-chamber/ 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, Jacqui Sharpe, Executive Director at Three Lakes Area Chamber of Commerce shares a fascinating journey of transforming a small town’s tourism landscape by tackling significant hurdles like the lodging shortage. She discusses the innovative steps they are taking to attract a hotel developer, address restrictive short-term rental ordinances, and harness community collaboration. What You Will Learn in This Episode: How Jacqui navigated through the unique challenge of having high tourist interest but limited lodging in Three Lakes Why Jacqui believes collaboration and partnerships are critical for addressing community challenges and fostering economic development How the community’s history and natural resources have shaped Three Lakes as an attractive tourist destination Why the short-term rental ordinance and lack of hotels present a significant economic impact challenge, and what steps Jacqui is taking to address these What Jacqui has learned from collaborating with the Wisconsin Economic Development Association and others Navigating Tourism Challenges in Three Lakes, Wisconsin The challenges faced by Three Lakes, Wisconsin, underscore a common issue in the tourism industry: balancing development with maintaining a small-town charm. For Jacqui’s community, attracting visitors isn’t the problem; it’s where to accommodate them. The community faces significant challenges due to lodging restrictions. Local ordinances require a minimum seven-day stay for short-term rentals, and a lack of hotel infrastructure following the loss of a downtown hotel in 2019 has resulted in a scarcity of lodging options. This means that visitors often stay elsewhere, taking their economic potential with them. This is why Jacqui and her team have been proactive in attracting new lodging developments. By emphasizing suitable lodging options in tourism-driven economies, they aim to inject a projected $13 million into the local economy over the next five years. Collaborative Initiatives Collaboration is at the heart of Jacqui’s strategy to tackle lodging shortcomings. Her efforts with other DMOs to form a cohesive tourism department underscore a regional approach to development. Jacqui aims to fill the lodging void with developments that reflect community values and needs by aligning with economic development associations like the Wisconsin Economic Development Association (WEDC) and forming partnerships with hotel companies like Cobblestone. Establishing a new hotel, which is projected to open in 2026, is a major milestone. The project, supported by local banks and investors who require fewer incentives, will address the existing lodging gap while respecting and enhancing the small-town ethos vital to residents and returning visitors. The emphasis is reinvesting growth into the community through initiatives like community development funds. This ensures that economic benefits translate into tangible improvements for local residents, preserving the town’s charm amid change. Resources: Website: https://www.threelakes.com/ Instagram: https://www.instagram.com/threelakeswi/ LinkedIn: https://www.linkedin.com/in/jacqui-sharpe-50482a15/ 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 is the second of a series recorded at the ABA Marketplace. In it, we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. Enjoy hearing from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel. In this episode, you’ll hear from these extraordinary leaders: Jennifer Tremblay Moore: https://www.linkedin.com/in/jennifer-tremblay-moore-b3014b73/ Jana Kaylor: https://www.visiteurekasprings.com/ Barry Surman: https://www.linkedin.com/in/barry-surman-3b23a81/ Annette Morejon: https://www.linkedin.com/in/annette-morejon-mba-31a17b19/ Adam Halay: https://www.linkedin.com/in/adam-halay-b94276140/ Insights from ABA Marketplace in Philadelphia My five guests discuss the evolving preferences of travelers and why the trend toward unique personalized experiences is picking up speed, the value of ABA Marketplace, and the importance of building genuine connections with industry partners. Jennifer Tremblay Moore, the Marketing and Communications Manager at the Wild Center Jennifer discusses the appeal of nature-based travel as people increasingly seek deeper connections with nature. She highlights new features at the Wild Center, like the extended Fen Trail and interactive exhibits such as the giant eagle’s nest and gorgeous resident river otters, which aim to reconnect visitors with the outdoors. Jennifer emphasizes the Center’s commitment to accessible and inclusive experiences that cater to all groups, including students and seniors. Jana Kaylor, Group Sales Manager for Eureka Springs Eureka Springs is a hidden gem, ideal for relaxation and an escape from the hustle of everyday life. Jana is keen to let people know all about her destination. She describes its extensive outdoor and cultural offerings, from kayaking and biking to exploring historic hotels and haunted sites. Jana loved attending ABA because it was such a great educational experience. Industry partners are willing to share advice and make genuine connections. Barry Surman, Deputy Director of Tourism and Film for Westchester County, New York Barry explains why the current trend is toward more specialized and personalized travel experiences with smaller, more tailored tour groups. He also explains why he appreciates the hospitality and culture of cooperation within the tourism industry so much and how ABA Marketplace exemplifies that. Barry also discusses the networking opportunities that help build collaborations and connections with industry partners. Annette Morejon, President of North America for Whisper Systems USA The key topic of my discussion with Annette centers on upcoming innovations in Whisper Systems USA tour-guide audio systems, including AI integration for real-time translations, which will enhance user experiences. Anette reflects on her 25-year career in tour guiding and tour management, noting a shift toward smaller, more personalized travel experiences that offer deeper cultural connections. She sees ABA Marketplace as an excellent place for networking and keeping abreast of industry trends. Adam Halay, Assistant Sales Manager at the National Baseball Hall of Fame and Museum Adam shares why he’s so enthusiastic about upcoming exhibits, including one focusing on Japanese-American baseball. He talks about creating exclusive, behind-the-scenes travel experiences to meet travelers’ evolving desire for more personal interactions. Adam stresses the importance of building genuine relationships at industry events like ABA Marketplace, which he believes are crucial to allowing DMOs to share their stories and engage visitors on a deeper level to boost tourism to their destination. 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, we are doing something different. Earlier this month, we hosted a webinar on the effects of policy and headlines on cross-border tourism. This was the first of a series of community conversations that we will be hosting this year. In this webinar, we invited 5 expert panelists to talk about Canadian-U.S. Tourism. The conversation was forward-focused and collaborative, and our panelists shared openly, candidly and provided actionable insights and ideas for strengthening cross-border tourism between Canada and the US. That is why we decided to replay the audio from this webinar here on Destination on the Left. In this episode, you’ll hear from five inspirational tourism and travel media professionals: Vince Accardi, President of Ontario Motor Coach Association Corey Fram, Director of Thousand Islands International Tourism Council Richard Arnold, Owner of Atlantic Tours Canada Catherine Dawson March, Travel Writer and Editor of The Globe and Mail Christopher Mitchell, Canadian Travel Influencer from Traveling with Mitch Ideas to Build Community and Collaboration We examine the impact of recent policy changes and tariffs on cross-border tourism between Canada and the US. Our knowledgeable industry experts share their perspectives on the current Canadian sentiment toward US travel, potential economic impacts, and the power of tourism as a connector during challenging times. Vince Accardi, President of Ontario Motor Coach Association Vince emphasizes the longstanding economic and cultural ties between Canada and the U.S. in tourism. He highlights the importance of staying invested in cross-border partnerships even during challenging situations and the importance of open communication and collaboration between tour operators, destinations, and consumers to counter the negative effects of current political climates. Corey Fram, Director of Thousand Islands International Tourism Council Corey shares insights from the unique position of a binational destination. He pointed out the historical patterns of cross-border travel challenges, such as those post-9/11, and the impact on travel sentiment. He also stresses the importance of maintaining face-to-face communication and building strong relationships at the local level to ensure continued collaboration across the border. Richard Arnold, Owner of Atlantic Tours Canada Richard discusses the deep-rooted connections between Atlantic Canada and the U.S., particularly New England. He frankly expresses that Canadians’ sentiments toward current political issues have also led to hurt feelings. However, he remains optimistic about the tourism sector’s resilience and values the importance of storytelling and media campaigns to remind Canadians and Americans of their longstanding friendly relations and shared histories. Catherine Dawson March, Travel Writer and Editor of the Globe And Mail Catherine offers her insights into the editorial perspective on the situation. She discusses the shift in Canadian sentiment toward travel to the U.S. due to current trade issues. Catherine highlights the challenge of running U.S.-focused stories during such times and expresses the responsibility of media professionals to handle content carefully to avoid inflaming existing tensions. Christopher Mitchell, Canadian Travel Influencer from Traveling With Mitch Chris speaks about maintaining personal and professional relationships beyond political narratives. While acknowledging the challenges posed by the current climate, Chris emphasizes the value of sharing local stories that highlight human connections and positive experiences. He stresses the role of travel influencers and creators in shaping narratives that transcend political disputes and support ongoing dialogue between Canadians and Americans. It’s clear that despite the hurdles posed by tariffs and political rhetoric, the tourism relationship between these two countries remains resilient. The panel urges open communication, and strategic partnerships to nurture this vital economic and cultural bond. As communities, companies, and governments on both sides of the border navigate these complexities, the overarching message is one of patience, optimism, and a shared commitment to a future where tourism flourishes, unhindered by current and future challenges. 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 is the first of a two-part series from the ABA Marketplace, in which we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. In this episode, you’ll hear from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel. In this episode, you’ll hear from these remarkable leaders: Sally Altman, Director Of Global Sales From Travel Advocates: https://www.linkedin.com/in/sally-altman/ Mitch Bach, CEO of Trip School: https://www.linkedin.com/in/mitchellbach/ Marlene Kay Smith, Sales Manager Of Traverse City Tourism: https://www.linkedin.com/in/marlenekaysmith/ Lew Myers, III, Director Of Policy, Research, And Impact At American Bus Association: https://www.linkedin.com/in/lew-myers-iii-38b605126/ Joe Lannan, Executive Director Of Visit French Lick West Baden: https://www.linkedin.com/in/joelannan/ Insights from ABA Marketplace in Philadelphia Join us for some golden nuggets from the American Bus Association (ABA) Marketplace in Philadelphia. We’ll explore how the travel sector is evolving, uncover some significant opportunities on the horizon, and discuss strategies driving the future of travel. Sally Altman, Director Of Global Sales From Travel Advocates Sally highlights Travel Advocates’ ability to address last-minute hotel sourcing needs and discusses the value of networking and volunteering at shows like ABA for building relationships. She emphasizes listening to colleagues and clients and integrity as keys to her success. For her, it’s those long-term relationships, not just short-term transactions, that drive her career. Mitch Bach, CEO of Trip School I loved hearing Mitch Bach, CEO of Trip School and host of the Tourpreneur Travel Business Podcast, share his thoughts on the travel industry’s shift toward building communities and why success lies in building emotional connections with potential clients. He advises new professionals to network actively at events like ABA; his philosophy is to ‘smile and say hello to everybody’! Marlene Kay Smith, Sales Manager Of Traverse City Tourism Marlene shares her excitement for upcoming opportunities in 2025, like Traverse City’s international fireworks and its growing collaboration with local partners to attract visitors. She talks more about the trend for “slow tourism,” where travelers favor immersive experiences and connections with the environment. She fondly describes ABA Marketplace as a place to form deeper connections and foster valuable business relationships. Lew Myers, Director Of Policy, Research, and Impact at American Bus Association Lew and I discuss the importance of data-driven research and policy advocacy to support the bus and tourism sector. He discusses the foundation’s initiatives, such as scholarships, fundraising events, and research efforts, to strengthen the industry’s competitiveness against other travel modes, such as airlines and cruises. He describes ABA Marketplace as a vibrant, relationship-centered event akin to a family reunion. Joe Lannan, Executive Director Of Visit French Lick West Baden Joe focuses on his plans to strengthen local partnerships to improve visitor experiences at his destination. As a leader new to the travel and tourism sector, we discuss why he prioritizes empathy, data-driven decision-making, and collaboration as a leader. Joe appreciates ABA Marketplace as an invaluable platform for networking and gaining fresh perspectives. 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 Lisa Meriwether, Tourism Manager, City of Danville, and Pittsylvania County, VA all about the creation of a brand new DMO. She details the three key steps that helped set the new brand up for success, starting with hiring a seasoned industry consultant and marketing partner, then focusing on the community’s citizens before the visitors, and finally, connecting the new brand to a tourism product that already existed. Lisa also shares more about how an $850,000,000 Caesars Resort development was the catalyst that got it all started. What You Will Learn in This Episode: Why Lisa prioritized community engagement with locals before promoting to visitors How an $850,000,000 Caesars Resort development acted as a catalyst for the tourism program’s success How a seasoned industry consultant and marketing partner helped in establishing a strategic plan and brand for Visit SoSi Lisa discusses the importance of community collaboration and building partnerships with local stakeholders for sustainable tourism Why Lisa leverages an ambassador program to engage citizens and educate them about tourism’s significance in their community Engaging the Community When Lisa Meriweather was appointed Danville’s tourism manager, there was no brand, identity, plan, or budget. She collaborated with the Eddie Alexander team to create a tourism master plan and establish a clear, forward direction. One key part of Lisa’s strategy was prioritizing the citizens of Danville before even targeting visitors. By treating local citizens as their first customers, the Visit SoSi team was able to build community pride and trust in the new brand. This initiative proved to be a turning point, with locals increasingly becoming community champions and showcasing the brand to outsiders. Catalyst for Transformation – The Caesars’ $850M Resort Development The $850 million Caesars Resort development has been a huge catalyst for Danville’s tourism revitalization. Lisa talks all about how the project sparked curiosity and excitement nationwide, positioning Danville as an exciting destination. The project was approved in a 2020 referendum and opened in December 2023, drastically altering the economic and tourism landscape in the area. Caesars’ emergence in Danville has attracted leisure travelers and meeting planners, bridging the gap for an area with limited accommodation offerings. The project has set the stage for further economic development and diversified industry growth, moving away from the historic dependency on textiles. Collaboration and Connectivity A cornerstone of the Visit SoSi strategy has been creating a collaborative atmosphere among previously siloed tourism stakeholders. Lisa organized quarterly stakeholder meetings, facilitating a unified front where hotels, museums, raceways, and other attractions could communicate and collectively strategize. This breaking down of silos has led to more cohesive marketing efforts, strengthening Danville’s overall tourism product. Resources: Website: https://www.visitsosi.com/ Instagram: https://www.instagram.com/visitsosi LinkedIn: https://www.linkedin.com/in/lisa-meriwether-10273a2a/ 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, Eileen Ivette shares her journey to becoming a creator and travel influencer. We discuss her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Eileen shares historical narratives and shows people how to immerse themselves in history while traveling. She details her storytelling approach, from equipment choices to balancing work, authentic experiences, and content curation for each piece. What You Will Learn in This Episode: Why Eileen is passionate about creating platforms that highlight the presence and contributions of Afro-Latinos in Latin America and the importance of representation How Eileen’s unique approach to storytelling involves treating her content as a love letter to a destination and the strategies she uses to create immersive and engaging content Why Eileen believes that exposure to diverse cultures through travel leads to personal expansion and greater cultural understanding What role Eileen’s background in journalism plays in her ability to capture and share meaningful stories through video content How Eileen collaborates with destinations and the flexibility she appreciates when creating authentic stories that resonate with her audience Celebrating Cultural Diversity Through Travel With an academic background in journalism, media, and film from Howard University, Eileen has always been passionate about storytelling. This passion led her to create content that entertains, educates, and inspires. Eileen loves to share stories about black history, businesses, and events across Latin America. Her commitment to this cause was recently recognized with her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Through her work, Eileen aims to share history and show how travelers can immerse themselves in it when visiting different destinations. She believes that cross-cultural connections and exposure to new cultures lead to expansion and growth. Crafting Content with Heart Eileen views her projects as love letters to the destinations she showcases, pouring emotion into each piece she produces. Her aim is always to capture the energy and essence of each place she visits, bringing it to life for her audience. She described balancing her work with the authentic travel experience, ensuring her content remains engaging and immersive. Her goal is to make viewers feel the energy and emotions of the places she visits, even if they can’t be there in person. Inspiring Connections Eileen’s work goes beyond sharing beautiful destinations; it bridges gaps and inspires meaningful conversations about cultural diversity. She emphasizes the importance of connecting with one’s roots through travel, highlighting how these journeys can help individuals understand and appreciate the diverse threads that shape our shared history. Eileen’s travels to Colombia and Brazil are great examples of how immersing yourself in local culture builds amazing community connections. Resources: Website: http://www.eileenivette.com/ LinkedIn: https://www.linkedin.com/in/eileen-ivette/ YouTube: https://youtu.be/beLg_ljrmDU?si=a-Uh6NskvNjpWqEm 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!