Destination On The Left

Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration. On this episode of Destination on the Left, I share how my company fosters meaningful connections among our team members, clients, and industry partners. I outline the four key ingredients for creating a well-connected and productive workplace, including company culture, meetings with purpose, continuous mentoring, and celebrations. This episode is all about helping you strengthen connections within your organization. What You Will Learn in this Episode: Why any healthy company culture includes a defined purpose and a shared vision and values Why Break the Ice Media values meetings with purpose, which have a regular cadence and specific goals The three most valuable meeting types Break the Ice Media uses: status meetings, one-on-one meetings, and leadership team meetings, and how we structure them How we facilitate coaching and mentoring that leads to better connections — even with a remote team Why it’s so important to inspire celebration of each other and have fun together, and how to do this intentionally Building a Strong Company Culture On the show, I emphasize the crucial role of company culture in creating connections within a team, whether you’re together in person or virtually. I outline the key elements of a strong company culture, including a clearly defined purpose, vision for the future, and core values. It is essential to define why the business exists and ensure this purpose is shared and understood by everyone in the company. Establishing a clear vision for the future helps provide a roadmap for the team, guiding decision-making and offering clarity during times of uncertainty. I also share why clearly defined core values serve as a compass, ensuring alignment among team members and driving decision-making processes. Continuous Coaching and Mentoring We also dig into the importance of continuous coaching and mentoring in strengthening team connections. I discuss various ways to do this, such as weekly office hours, side coaching for the leadership team, growth charts, lunch and learns, and midweek check-ins. These initiatives that we’ve put in place serve to provide ongoing support, sharing of knowledge, and skill development opportunities. By investing in coaching and mentoring, Break the Ice Media, and other organizations empower teams to grow, thrive, and build stronger connections with each other. Resources: Website: https://breaktheicemedia.com/ LinkedIn: https://www.linkedin.com/in/nicolemahoney/ Twitter: https://twitter.com/MahoneyNicole Stronger Together: Building World-Changing Business Collaborations

This week, the show is coming from the NTA Travel Exchange in Shreveport, LA, where more than 800 tour & travel professionals convened to do business, learn, and network. There have been several years of uncertainty and change in the travel industry, but from speaking to these experienced leaders, it looks as though there are positive times ahead. In these conversations, we dig into the trends they’re seeing in the tour & travel business, and my guests share how important collaboration is to their destination’s success. In this episode, you’ll hear from these extraordinary leaders: Kristy Durso: Owner Incredible Memories Travel Lisa Simon: CEO International Inbound Travel Association Lori Sorrentino: Travel Writer and Owner TravelMad.com Michael Dillinger: President, National Federation of Tourist Guide Associations – USA Ron Metz: Business Development Manager, GoWay Travel Shannon Larsen: Co-Owner & Operations Manager Ed-Ventures Ted Bravos: Founder & CEO, International Tour Management Institute Insights from The National Tour Associations Travel Exchange The NTA Travel Exchange is all about positive energy, partnership, and collaboration and it’s an event that gives travel experts space to explore new opportunities for their locations. I love hearing these fascinating thoughts from extraordinary leaders in the travel niche. I know you’ll enjoy their insights on why events like the NTA Travel Exchange make them better tourism professionals. Kristy Durso of Incredible Memories Travel Kristy highlights the significance of addressing accessibility challenges in travel, focusing on service dog laws as a critical issue. She emphasizes that collaboration, partnership, and communication are key for successful, accessible travel, and in that same vein, her word to describe the NTA Travel Exchange is “essential”. Lisa Simon of International Inbound Travel Association Lisa also talks about the importance of partnerships and collaboration in the travel industry for growing tourism and improving travel products for returning European visitors. She discusses examples of incorporating outdoor products and including national and state parks and their indigenous residents in travel packages. Lastly, she describes the travel industry as fun and rewarding for future professionals, emphasizing the positive energy at events like NTA Travel Exchange. Lori Sorrentino, Travel Writer and Owner of TravelMad.com Lori discusses the rise of multi-generational and slow travel, the heightened awareness of travel impacts, and a love for small rural destinations. We talk about the importance of understanding the diverse reasons why people travel and the significance of connecting with various businesses and groups in the industry. Lori also shares insights on the industry’s ongoing evolution, underscoring the limitless potential for growth and experiences in the tourism profession. Michael Dillinger of National Federation of Tourist Guide Associations – USA In my chat with Michael, we dug into the challenges of being a tour guide and the lack of recognition for their role. He and I discussed the magic of the tourism industry and recent trends in the tour and travel business, such as the impact of the COVID-19 pandemic, staffing shortages, and the use of technology, specifically AI, in the tourism industry. He stresses the importance of staying updated and connected with the industry and the role of events like the NTA Travel Exchange conference in achieving this. Ron Metz of GoWay Travel One of the things that comes up repeatedly at these events is the importance of trust and collaboration in the tourism industry, noting that successful trips involve multiple travel components and people. He describes the industry as life-changing, allowing him to meet and work with individuals worldwide and explore different countries. Ron shares personal experiences of presenting travel opportunities and finding fulfillment in helping others experience the world. He encourages potential future tourism professionals to pursue a career in the industry, highlighting the limitless potential for growth and experiences. Shannon Larsen of Ed-Ventures Shannon discusses current trends in the tour and travel industry, highlighting a shift towards experiential travel, smaller group bookings, and the demand for hands-on experiences, such as wine tastings and cultural interactions, as well as the desire for leisurely, immersive itineraries. She and I reflect on why attending in-person events is so valuable in terms of networking, problem-solving, and collaboration with industry peers. When I asked Shannon to describe the NTA Travel Exchange in a word, Shannon chose “friendship” to represent her strong relationships and collaborations in the industry. Ted Bravos of International Tour Management Institute Ted shares his journey into the travel industry and discusses the evolution of the tourism industry, mentioning the benefits of group travel in enhancing people’s overall experience of new locations. He mentions his love for the freedom and personal connections that come with the profession and highlights the importance of participating in industry events like the NTA Travel Exchange for networking and industry education. Positive Steps into the Future I love discussing the ever-evolving landscape of the tourism industry with the dedicated travel professionals that we have on the show. In the episode we’re exploring the significance of shared experiences in group travel, the growing popularity of slow travel, and the vital role of collaboration and partnerships in creating meaningful and accessible travel experiences. From insights into industry trends and the impact of technology to personal anecdotes of professional growth and fulfillment, our guests have shed light on the transformative nature of the tourism profession and I know you’ll enjoy hearing their wisdom.

For this first episode in a special two-part series from the National Tour Associations Travel Exchange, I visited the National Tour Associations Travel Exchange in Shreveport, Louisiana and spoke with several experts in the travel and tourism industry. My guests shared their insights into the travel industry, looking at the trends, challenges, and whether events like NTA Travel Exchange make you a better tourism professional. The wisdom each of these leaders shared is certain to be invaluable for travel industry professionals, both experienced and brand new. In this episode, you’ll hear from these extraordinary leaders: Carylann Assante: CEO Student Youth Travel Association Catherine Prather: President National Tour Association Dawnielle Tehama: Executive Director Willamette Valley Visitors Association Jerry Varner: Owner Making Memories Tours John Sutherland: Director of Community Impact Tourism Cares Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism Julie Payne: Group Sales Consultant The Hershey Company Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB Insights from The National Tour Associations Travel Exchange The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators into 2024. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their thoughts on how they view partnerships and what they would say to the future generation of tour and travel professionals. Carylann Assante: CEO Student Youth Travel Association Carylann describes some trends that she’s seeing in the tour and travel business right now, including shorter lead times and a preference for less crowded itineraries allowing for more time for visitors to explore the different spaces, and giving them flexibility should things change. She also highlights restaurant and attraction preferences for smaller groups, and why they’re creating groups within groups when they have large numbers. Catherine Prather: President National Tour Association Catherine highlights the increasing demand for meaningful travel experiences that support local communities and the environment. She notes that smaller travel group trends due to COVID are starting to level off, with some groups returning to pre-COVID sizes. Catherine emphasizes the NTA’s focus on peer-to-peer networking and collaboration, offering educational sessions and an open buyer floor to help members become better professionals in the travel industry. Dawnielle Tehama: Executive Director Willamette Valley Visitors Association Dawnielle describes the NTA Travel Exchange as an opportunistic event, highlighting the remarkable opportunities it presents for learning and collaboration within the travel industry. She discusses the challenges arising from the slow travel trend and its impact on rural communities, emphasizing the importance of adjusting to this new paradigm. Dawnielle emphasizes the unifying force of tourism, promoting unity and shared experiences among travelers. Jerry Varner: Owner Making Memories Tours Jerry emphasizes the significance of face-to-face interaction and personal relationships in the tour and travel industry, advocating for an open mind and dreaming about potential opportunities. He describes the tourism industry as not “normal,” highlighting the kind and helpful nature of professionals in the field. Jerry also highlights the spirit of inclusivity and family at NTA, providing a setting for high-quality tour operators to interact and connect. John Sutherland: Director of Community Impact Tourism Cares John talks about the significance of diversity, equity, inclusion, and accessibility in the travel industry. We dig into the power of collaboration and partnerships in addressing sustainability and creating meaningful, immersive travel experiences. John also discusses the valuable connections, education, and conversations that events like the NTA Travel Exchange provide, fostering partnerships and collaborations that allow for growth. Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism Juan Pablo and I discuss the importance of face-to-face interactions and personal relationships in the tour and travel industry, emphasizing the critical role of partnerships and collaboration for success. I love that he advises keeping an open mind and dreaming about potential opportunities in the industry, and describes the tourism industry as unconventional, highlighting the kind and helpful nature of professionals in the field. Julie Payne: Group Sales Consultant The Hershey Company Julie shares the importance of networking and creating relationships in the tourism industry during events and appointments with tour operators. She highlights the significance of partnerships and collaboration, likening them to friendships with both parties working toward the common objective of driving more visitors to a destination. Julie also discusses the impact of the global pause on the tourism industry and underscores the importance of trust and reputation in the field. Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB Karen and I dig into the importance of collaboration and partnerships in the tourism industry and she describes the NTA Travel Exchange as an invaluable platform for industry professionals to work together toward a common goal. Karen discusses the evolution of the tour and travel industry, particularly how smaller group sizes are becoming more prevalent due to changing travel preferences and the impact of COVID-19. Moving Forward into 2024 In this episode, we uncover valuable insights from industry experts, from the evolving trends in group travel to the power of collaboration and partnerships. Our guests shed light on the industry’s resilience, adaptability, and share their passion for delivering unparalleled travel experiences. As the industry continues to navigate the impacts of global events, the spirit of inclusivity, innovation, and community has emerged as a driving force behind its success. We hear how the connections made at events like the NTA Travel Exchange serve as catalysts for growth, learning, and the creation of memorable experiences that unite travelers and destinations.

John Lyotier is CEO and Co-Founder of TravelAI, an UpNext company. TravelAI is an applied AI company operating in the field of travel. Through a network of interconnected brands, the company connects high-intent travelers to the largest travel websites in the world and over 10 million properties. TravelAI’s proprietary big data marketing engine has facilitated more than $1.5B in gross booking value and 6M nights booked since 2016. On this episode of Destination on the Left, I talk with John Lyotier all about what led him from a tech start-up into the travel space. We discuss why businesses need to prioritize personalizing their approaches and messaging to meet the needs of individual consumers. John shares why he believes in the power of collaboration in the travel industry and why by aligning objectives and revenue models, businesses can optimize efficiency and create shared success. What You Will Learn in this Episode: How John’s company has used their agility to stand out, be “remarkable with a purpose,” and reverse engineer your goals TravelAI’s approach to personalization and targeting to reach individual consumers, with brands that appeal to, for example, pickleball players or people who want to rent a cabin in a specific area How technology can be infused with humanity to create a personalized experience for travelers Why the power of your network grows with each organization you have in that network How digital marketing has shifted from being an art to becoming a science in 2023, and the implications of this shift Personalization in the Travel Industry AI technology has been the hot topic of 2023, and the travel industry is no exception. John Lyotier shares his extensive experience and expertise and gives valuable insights into the power of AI in providing personalized experiences and tailored marketing efforts to attract individual consumers. One of the key challenges the travel industry faces is the overwhelming amount of choices available to consumers. John emphasizes the need to move from a web of 5 to a web of 500, and eventually, a web of 5,000, to achieve true personalization and targeting. By segmenting and personalizing data, businesses can understand individual consumer personas and craft marketing messages that speak directly to their desires and preferences. Balancing Technology and Humanity to Create Lasting Memories Technology plays a vital role in personalization, and John reminds us that it shouldn’t overshadow the importance of human connection and emotions. He shares why he believes in infusing technology with humanity, as it is the meshing of both of these things that truly creates lasting memories and immersive experiences. Collaborative Strategies for Success We discuss why working together and forming partnerships is essential for achieving success in a crowded marketplace. Just as a bundle of sticks is stronger together, collective efforts and strong partnerships lead to greater outcomes. John highlights the importance of aligning with partners’ objectives to allow for shared success and mutual growth. Whether it’s vacation cottages, discount travel, or unique niche audiences, like pickleball players, the future of travel lies in customization, collaboration, and the creation of unforgettable memories. Resources: Website: https://www.travelai.com/ LinkedIn Personal: https://www.linkedin.com/in/johnlyotier/ LinkedIn Business: https://www.linkedin.com/company/travelai-com/

Dr. Rebecca Swift is the Global Head of Creative Insights at iStock and Getty Images, where she leads the team responsible for analyzing trends and developing research in visual communications. Rebecca joined the company over 20 years ago as one of the founding members of the team that introduced visual research methodology to the industry. Rebecca leads global research projects investigating the future of visual communications and works with a wide variety of brands in industries ranging from non-profit to fashion. She has presented her findings all over the world. Rebecca has been recognized as one of AdAges 20 Women to Watch and was Campaign magazine’s Female Frontier honoree. She was also awarded the Most Influential Leader in UK Visual Media in 2020. Rebecca has a PhD in Photography. On this episode of Destination on the Left, I talk with Rebecca about generative AI and how it can help you create new ideas, plan visual storytelling content, and find fresh perspectives. We also explore how destination marketers can use it and why travel is one industry that should move with caution when thinking about AI generative imagery. What You Will Learn in this Episode: Benefits of using generative AI in improving creativity and visual storytelling Why travel is one industry that should move with caution when thinking about AI generative imagery How Getty Images address legal and ethical concerns in their use of AI-generated imagery The need for government regulation of AI to address copyright and trademark concerns How tools like generative AI can spark new ideas, fuel your artistic endeavors, and help you plan visual storytelling content Unlocking Creativity with Endless Possibilities In the ever-evolving technological landscape, the rise in popularity of artificial intelligence (AI) has hugely impacted creative industries, including that of visual storytelling. Rebecca joins us on the podcast to explore generative AI and how we can apply it to images and photography. Generative AI goes way beyond traditional AI by not just analyzing existing content but also creating new and unique images that help tell a story. Rebecca explains how, by harnessing the power of generative AI, photographers and creatives can find fresh perspectives and ignite their creativity to tell compelling visual stories. Legal and Ethical Considerations in AI-Generated Content Rebecca explains that while generative AI opens up many possibilities, it’s important to carefully navigate legal and ethical terrain. She highlights why copyright and trademark concerns need to be addressed, especially when it comes to using famous places, landmarks, or people in AI-generated content. Rebecca also emphasizes the commitment of Getty Images to protect the rights of creators and ensure they have proper permission for training models using AI content. The Impact of AI on Visual Industries We dig into the influence of AI on the visual and creative industries, such as photography and content writing. Although AI has transformed the way we capture, edit, and share images and has revolutionized the photography ecosystem, we also need to understand its limitations and be aware of potential flaws, particularly as destination marketers. Resources: Website: https://www.gettyimages.com/ LinkedIn Personal: https://www.linkedin.com/in/drrebeccaswift/ LinkedIn Business: https://www.linkedin.com/company/getty-images/

What if you could test travel compatibility… BEFORE you take a trip? FLIGHT RISK™ is a new party game and the ultimate test of travel compatibility for friends or strangers! Bree Nidds has nearly ten years of experience working in destination organizations and is embarking on a new journey! Bree is the Owner and Creator of FLIGHT RISK GAME LLC, a game publishing company established in Lehigh Valley, Pennsylvania, producing travel-themed game products. On this episode of Destination on the Left, I talk with Bree about why she decided to follow her dream of starting her own business and how she took inspiration from her own travels and her day job in the DMO in the Lehigh Valley in Pennsylvania. Bree shares how she came up with the Flight Risk game idea and proved her concept. We also discuss Bree’s advice for others thinking about starting a side gig and her entrepreneurial journey. What You Will Learn in this Episode: How Bree’s disappointment with a travel experience turned into a concept for her travel matchmaking game The research Bree did before creating her tabletop game for social connection The importance of creating a business plan and collaborating with various agencies and resources The vulnerability and openness required in entrepreneurship, particularly concerning receiving and implementing feedback How Bree’s experience in destination marketing has influenced her approach to entrepreneurship From Travel Disappointment to Social Connection Bree shares more about her disappointing travel experience and how she turned it into the idea for the Flight Risk game. She discusses the initial research stages of the game and how she crafted scenarios onto index cards and tested them at friend gatherings, realizing the potential for a business idea. Her unique concept allows people to connect more deeply and sparks conversations among travelers and friends. As someone with a background in destination marketing, Bree shares how her experience influenced her approach to entrepreneurship. She highlights the importance of creating connections and experiences through her product, drawing on her knowledge of crafting memorable travel experiences for travelers as an experienced destination marketer. Research, Planning, and Collaboration Bree emphasizes the importance of creating a business plan to ensure your idea not only sparks joy in you but is economically viable, and we discuss the vulnerability and openness required in entrepreneurship, particularly when it comes to receiving and implementing feedback. On the show, Bree shares the challenges and surprises she encountered while transitioning from the idea stage to launching her game. Including how she secured financing for her project through a Creative Entrepreneur Accelerator program and the Kickstarter platform. We also discuss Bree’s top tips for others considering starting a side gig and her entrepreneurial journey. Resources: Website: https://flightriskgame.com/ LinkedIn: https://www.linkedin.com/in/bree-nidds/

Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration. On this episode of Destination on the Left, I explore topics related to creativity and collaboration in the travel, tourism, and hospitality industry. I share more about my 3C framework for collaboration, which is based on my extensive research that proves organizations that collaborate benefit from fresh, innovative ideas, improved brand reputation, operational efficiencies, and increased trust. What You Will Learn in this Episode: More about inspired collaborations, including the Ohio Birding Collaborative and the Poconos Mountains Community Caring Project, and how they successfully navigated their partnerships My personal experience of collaboration in the construction of a baseball stadium in my very first job in the travel and tourism sector Why collaboration in our industry allows for creative problem-solving and operational efficiency Why cathedral thinking has a huge impact on how we approach collaboration The three collaborator types and how each can work together How the 3C framework for world-changing collaborations works and the importance of evaluating long-term impacts Working Together as Collaborators We’re digging into the world of collaboration and its impact on the travel, tourism, and hospitality industry. Drawing on my own experiences and research, I explore the three types of collaborators: promoters, doubters, and protectors. I discuss why successful collaborations require effective communication, commonality of goals, and a commitment to seeing the partnership through difficulties and obstacles. I genuinely believe that coopetition, as I like to call it, can create fresh perspectives and lead to powerful influences within the industry. By looking back at examples from the distant past, such as Thomas Cook’s collaboration with a railway company in the 19th century, and more recent ones from my own career and those shared by guests on this podcast, I highlight how collaboration can have a lasting impact on the tourism industry. Long Term Planning I also want to stress the importance of committing to long-term projects and embracing the concept of “cathedral thinking,” where a project may not be completed within one’s lifetime but still aims to change the paradigm of the industry. Collaboration is a catalyst for innovation and growth in the travel industry. By fostering effective communication, finding common goals, and committing to long-term projects, industry professionals can create collaborations that leave a lasting impact on the industry. To learn more about collaboration and its role in the travel industry, check out the latest podcast episode hosted by Nicole Mahoney. Resources: Website: https://breaktheicemedia.com/ LinkedIn: https://www.linkedin.com/in/nicolemahoney/ Twitter: https://twitter.com/MahoneyNicole Stronger Together: Building World-Changing Business Collaborations

Andy Buyting is a leader in thought leadership and content marketing. His integrated content strategy has served both himself and his clients exceedingly well. Andy’s thought leadership journey started when he published his first business book in 2007 and started publishing his first magazines in 2009. Since then, he has leveraged his integrated approach to print, digital, and interactive marketing strategies to establish himself as a thought leader in content marketing and brand positioning. Andy’s second book, How to Win Clients & Influence People, is now in its second edition and is an International Bestseller on Amazon. In 2021, Andy co-authored Double Sales/ Zero Salespeople: Optimize Your Sales and Marketing Into One Business Development Strategy That Works! Through Tulip Media Group, his team helps to fuel revenue growth for their client partners through effective marketing that works. On this episode of Destination on the Left, I talk with Andy Buyting all about how he grew his business and why rethinking how the sales process works has led to new opportunities. He explains why meeting your target audience where they are is a more strategic, efficient, and profitable approach than cold outreach. What You Will Learn in this Episode: Key actions that Andy believes truly “pay the bills” in digital marketing Why it’s so important to genuinely understand the customer’s needs and their online search behavior to drive website conversions How understanding the mindset of your audience impacts sales Why Andy’s company initially focused on customized magazines and how it impacted their marketing strategy How effective marketing automation and website optimization improves a business’s sales process Online Search Behavior Andy highlights the significance of strategic marketing partnership programs in driving business growth. He also emphasizes the importance of deeply understanding the customer and their online search behavior and gives examples of people using digital platforms like YouTube to search for travel-related content. Through their company’s themed magazines, which are distributed across North America, Andy and his team have revolutionized content marketing by offering clients a unique way to connect with their target audience. The magazines serve as a bridge between businesses and their customers, providing valuable insights, information, and inspiration. By leveraging strategic marketing partnership programs and delivering high-quality content, businesses can effectively position themselves as thought leaders and attract right-fit customers to their destination. Marketing Automation We also discuss the importance of effective marketing automation, and Andy shares why, in today’s digital landscape, it’s so important for businesses to focus on optimizing their websites for conversions rather than just blindly chasing increased traffic. He advocates for a more strategic approach where marketing efforts are geared towards attracting qualified leads and nurturing them through the sales funnel using automated processes. By leveraging marketing automation effectively, businesses can streamline their marketing efforts, increase the effectiveness of their lead generation, and ultimately drive more sales. Metrics in Digital Marketing While many marketers place a heavy emphasis on website traffic and social media engagement, Andy challenges the commonly held belief this is the best approach for DMOs to take. Instead of concentrating on these vanity metrics, he says marketers need to keep an eye on the number of interested prospects who actually take action, such as filling out a contact form or booking a meeting. By shifting the focus to generating qualified leads and cultivating meaningful relationships, you’re aligning marketing efforts with tangible business outcomes. Resources: Website: https://tulipmediagroup.com/ LinkedIn Personal: https://www.linkedin.com/in/andybuyting/ LinkedIn Business: https://www.linkedin.com/company/tulip-media-group/ Facebook: https://www.facebook.com/TulipMediaGroup Twitter: https://twitter.com/TulipMediaGroup Double Sales/Zero Salespeople Resources: https://tulipmediagroup.com/double-sales-zero-salespeople/

Since joining the New York State Tourism Industry Association (NYSTIA) as President & CEO in September of 2018, Bob has focused on NYSTIA’s programming, marketing & data analytics, advocacy efforts, and destination stewardship strategies. He has enhanced member communications and collaborative initiatives, facilitated rebranding, and the restatement of vision and purpose for the organization. He worked hand-in-hand with tourism industry members across the state and leadership in Washington, DC, and Albany to coordinate response and recovery efforts during and following the pandemic. Post-pandemic initiatives include the creation of member task force teams on sustainability, workforce development, and higher education. Today, the New York State Tourism Industry Association (NYSTIA) is a nonprofit, member-driven organization at the vanguard of tourism destination stewardship and long-term strategic planning. Tourism is not a goal; it is a means to an end, states Bob. Tourism is a tool to power economic growth, job creation, small business success, community revitalization, increased local and state tax revenues, improved standard of living and quality of life, and pride of place. NYSTIAs membership includes the leadership of New York State County Tourism Promotion Agencies (TPAs), major urban and remote/rural Destination Marketing Organizations (DMOs), key executives from major attractions (e.g., LEGOLAND NY), museums (e.g., Baseball Hall of Fame, Corning Museum of Glass, Strong Museum of Play), resort hotels and major marketing firms from across the U.S and Canada. Born in Bayshore, Long Island, Bob Provost LOVES NY, vacationing everywhere from Boldt Castle in the Thousand Islands to New York City, Lake Placid to Corning, with stops everywhere in between. He resides with his wife, Pam, just outside Albany, NY, on a rural property in Rensselaer County. On this episode of Destination on the Left, I talk with Bob Provost, who shares why he sees the travel and tourism industry as a stimulant for change. We discuss transformational development, stewardship, and the importance of long-term strategic thinking for DMOs. Bob also shares how the New York State Tourism Industry Association is facilitating the discussion around best practices in DEI. What You Will Learn in this Episode: How creating a bundle of attractions and destinations helped the New York State Tourism Industry Association’s recovery and resurgence Defining leadership versus management and the importance of both qualities for organizational success The importance of long-term strategic thinking and vision as a DMO How the New York State Tourism Industry Association utilizes tourism as a tool to achieve economic growth, job creation, and community revitalization Outcomes and best practices discussed during the panel on Diversity in Action Transformational Development In our conversation Bob emphasizes the role of tourism as a catalyst for change, transforming stagnant markets and revitalizing communities. He describes why their focus is not just on short-term goals but also on long-term strategic thinking, envisioning a future state and working collaboratively to achieve it. Through various projects such as building arenas, developing destination marketing organizations, and creating vibrant tourism assets like the National Museum of Play, communities experience lasting positive impact. Collaboration is at the heart of Bob Provost’s approach and he describes how by bringing together diverse industry professionals, sharing expertise, and working towards a common vision, the association has been successful in implementing initiatives that have had a positive effect on the community as a whole. Stewardship and Long-Term Thinking We discuss the significance of stewardship in destination management and why DMOs have a . responsibility to preserve and enhance both natural and cultural resources, ensuring their sustainable use for future generations. Bob discusses the domino effect, and encourages leaders to exercise vision and work towards shared goals, aligning the interests of all stakeholders. Diversity, Equity, and Inclusion Recognizing the importance of diversity within the tourism industry, the New York State Tourism Industry Association’s focus has shifted to diversifying supply chains, reaching out to different demographic groups, and promoting diversity within communities and organizations. Bob discusses the well-received panel on Diversity in Action and describes how the association is facilitating the discussion, highlighting positive outcomes and signposting to best practices in DEI. Resources: Website: https://www.nystia.org/ LinkedIn Personal: https://www.linkedin.com/in/bobprovost/ LinkedIn Business: https://www.linkedin.com/company/nystia/ Facebook: https://www.facebook.com/NYSTIA Instagram: https://www.instagram.com/nystia Bob’s Previous DOTL Episode: https://breaktheicemedia.com/podcasts/bob-provost/

Jackie Dunfee is a seasoned marketing and brand executive with over a decade of experience crafting groundbreaking marketing strategies for brands. Jackie believes in the transformative power of exploring new cultures and is passionate about elevating unique experiences near and far. As a Client Partner, Travel at VDX.tv, Jackie spearheads strategic partnerships with destinations, attractions, and parks, developing solutions to turbocharge engagement and drive visitation. Jackie was previously the Director of Marketing at Tourism Australia in North America. Jackie has lived in Italy and Australia, experienced over 30 countries across the globe, and is excitedly heading to Japan next. On this episode of Destination on the Left, I talk with Jackie about how to create video-driven experiences within your marketing to stand out from the crowd. Jackie also shares her experiences working with clients to create campaigns that fit all parts of the funnel.   What You Will Learn in this Episode: The importance of making potential travelers immediately associate a certain destination with the visuals they see, creating a direct association Why engaging experiences, such as interactive mapping and showcasing specific itineraries, are crucial in trip planning Why providing information at different stages of the consumer travel journey is crucial Jackie shares how exploring “coopetition” can help people work together for a common goal The need for authentic storytelling to drive attention and create a deeper connection with the destination, showcasing what is unique Differentiating Your Destination From her experience in the travel industry, particularly in working with clients, CVVs, DMOs, ski destinations, and resort destinations, Jackie shares invaluable insights about how to effectively market a destination. She emphasizes the importance of differentiation and creating a direct association for potential travelers when promoting a destination by showcasing visual content that resonates with prospective visitors, such as 360-degree videos, allowing viewers to explore the inside of a cruise ship or a cruise room. Jackie discusses why capturing attention and making a lasting impact in your destination marketing is essential. She digs into how to create engaging experiences and incorporate partner KPIs in video-driven campaigns, and why it’s invaluable for travel brands looking to make a powerful impression on their target audiences. The Power of Partnership Jackie emphasizes the power of collaboration and partnerships in the travel industry. She shares how she finds points of connection and looks for win-win situations where each partner gets what they need. She mentions the concept of “coopetition,” where competitors work together for a common goal, and how her company utilizes creative capabilities and data analysis to show relevant content to prospective visitors. This collaborative approach allows them to access platforms like Pluto TV and Samsung and leverage data partnerships to improve data quality. Jackie’s perspective on collaboration in the travel industry showcases the importance of working together to achieve shared goals and deliver impactful experiences to travelers. The Personalized Experience Throughout the episode, Jackie stresses the importance of providing information at all stages of the consumer travel journey. Travelers constantly seek more information and want to feel confident in their choices. Jackie’s team’s commitment to delivering personalized experiences is so important in telling a destination story that resonates. Resources: Website: https://www.vdx.tv/industry-solutions/travel LinkedIn: https://www.linkedin.com/in/jackiedunfee/ I am so excited to announce that my first book, Stronger Together: Building World-Changing Collaborations that Succeed, has been released! Help me celebrate this milestone and expand your knowledge about collaboration. Find out more information here: nicolemahoney.com We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/