On this episode of Destination on the Left, I talk with Geoff Thatcher about telling great stories and why they impact how people experience your brand. Geoff shares examples of his revolutionary experiential framework in action and gives his insights into staying focused, finding the right partners, forgiving allowable weaknesses, and remembering to have fun.

What You Will Learn in This Episode:

• Why experiencing new things is essential for inspiring creativity in the hospitality and experience industry
• How Geoff applies his experiential framework to create immersive and emotional experiences at theme parks, museums, and other attractions
• How to identify the right partner to help realize a shared vision
• Why understanding and translating a brand’s story into consumer experiences is crucial for creating impactful experiences
• Creative solutions that Geoff has helped to implement in theme parks and attractions across the world
• Geoff’s insights and advice for listeners planning a collaboration and why it’s critical to clarify team roles

The Experience Model and Creating Lasting Impressions

Geoff introduces the “experience model,” which comprises five elements: attract, build trust, give information, internalize the message, and challenge people to act. He draws examples from theme parks and museums, highlighting how the model is applied to create immersive and emotional experiences.

The best experiences, whether in museums or zoos, follow this experience model to attract, build trust, inform, evoke emotion, and ultimately engage visitors to be part of the story. Geoff’s model is a blueprint for attractions to engage their audience on multiple levels, leaving a lasting impression and fostering a sense of connection.

The Power of Storytelling and Trust

We dig into the significance of storytelling and trust-building in creating authentic and impactful experiences at attractions, and Geoff outlines a formula for attractions to define their enduring idea, differentiation, and target audience to guide the experience they want to deliver. He also shares the importance of collaboration and partnership in the industry, and the importance of finding the right partners that have a shared vision to create a lasting experience.

Resources:

• VIDEO Warner Brothers Abu Dhabi Opening Day Video
• Website: https://www.creativeprincipals.com/
• The CEO’s Time Machine by Geoff Thatcher
• LinkedIn Personal: https://www.linkedin.com/in/geoffthatcher/
• LinkedIn Business: https://www.linkedin.com/company/creative-principals/

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On this episode of Destination on the Left, I talk with Sonya Nash, Executive Director of Visit Shipshewana. She shares how she honors the local community through the work her DMO does and describes her role as creating an experience that visitors love and positively impacts the local community. Sonya also talks about a countywide collaboration she is part of and the importance of building bridges between stakeholders for the greater good.

What You Will Learn in This Episode:

• Why understanding the other party’s perspective is crucial for successful collaboration
• What role destination marketing organizations play in community branding and development, and how collaboration between various agencies impacts tourism assets and the community as a whole
• Sonya’s creative solution to challenges faced in a conservative, tech-limited community to accommodate visitors’ needs
• Why understanding and promoting cultural values within a community is essential for effective destination management
• How Sonya is working to connect and collaborate with other communities within the county to promote off-the-beaten-path experiences and cultural exchange

Branding for Destination Marketing Organizations

Our conversation started with a deep dive into the role of destination marketing organizations (DMOs) in community branding and development. Sonya shares the importance of collaboration between various agencies and why tourism has such a profound impact on the local community as a whole. We also discuss the pivotal role that DMOs play in shaping visitor expectations and experiences and how that influences the narrative and perception of a destination.

Embracing Unique Experiences

Sonya’s passion for creating unique experiences shines through as she recounts her journey from aspiring to be a school teacher to discovering her calling in the tourism and hospitality industry. Her emphasis on understanding what makes a destination unique and tapping into the interests of travelers also underscores the value of authentic and immersive experiences that resonate with visitors and allows them to disconnect and embrace a slower, more relaxed lifestyle in Sonya’s location, Shipshewana.

Overcoming Challenges Through Innovation

Our discussion touches upon the challenges faced in conservative, tech-limited communities, such as some of the destinations in Amish country. Sonya’s creative solution of leveraging the Bandwango platform to create a trail and incorporate creative offline ways to help visitors get to know the rural area and accommodate both visitors’ needs and the local community’s needs.

Resources:

• Website: https://visitshipshewana.org/
• Facebook: https://www.facebook.com/VisitShipshewana/
• Instagram: https://www.instagram.com/visitshipshewana/
• YouTube: https://www.youtube.com/channel/UClANSNzu4yLmTjYWtMdoegQ
• Off the Beaten Path Group Experiences: https://www.offthebeatenpath.com/

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On this episode of Destination on the Left, I talk with Emily about how her creative skills and early experience in theater led her to the hospitality industry. She walks us through a process for evaluating your brand and thinking about it from a people-first perspective and shares her approach to addressing challenges that cover planning for short-term, mid-term, and long-term needs in that order.

What You Will Learn in This Episode:

• The importance of building relationships before seeking mentorship and why creating a culture of collaboration establishes trust and open communication
• How Emily manages imposter syndrome by addressing her “shadow Emily” and seeking support to counter negative thoughts
• How to build genuine connections and create communities aligned with individual needs
• How Emily helps her clients let their weird flag fly so that all of their people can find them
• The connection between hospitality and wellness, and why Emily’s company also serves the wellness industry as they both aim at ensuring people’s well-being and contentedness

Aligning Brand Identity with Organizational Culture

I loved discussing the alignment of brand identity with organizational culture with Emily on the show. Drawing a parallel between developing a script for a story and developing a brand for a hotel, Emily highlights the interconnectedness of a business’s branding with the patterns of corporate behavior and people within an organization. Understanding your brand inside out is what helps you connect with your ideal clients.

Building Relationships and Establishing Trust in Business

Drawing from her experience in the Hotel Sales and Marketing Association International, Emily discusses the importance of building strong relationships before seeking mentorship. She talks about how to create a culture of collaboration, where open communication and trust are built through genuinely supporting and connecting with other people. On the show, we talk more about some creative ways Emily has moved through challenges and the framework she uses to keep her on the right path.

Overcoming Imposter Syndrome and Nurturing Authentic Connections

We also dig into the topic of imposter syndrome during the podcast, particularly the importance of acknowledging and addressing fear-based thoughts that are blocking your personal and professional growth. Emily shares her method of addressing her “shadow Emily” and seeking support from friends to move past any negative thoughts. This prompted our discussion on the importance of making genuine connections with others and the power of compliments and appreciation in establishing authentic, collaborative relationships.

Resources:

• Website: https://pendailey.com
• LinkedIn Business: https://www.linkedin.com/company/pendailey/about/
• LinkedIn Personal: https://www.linkedin.com/in/empendailey/

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, Megan Grant and I talk about how her tours are designed to create a positive social impact. She highlights the trends that are helping her business grow and thrive, including mindful purchasing and lone female travelers. We also discussed the importance of community and how Megan’s tours build community.

What You Will Learn in This Episode:

• What inspired Megan to start Cherish Tours during the pandemic and how she is creating a positive impact through small group tours
• How Cherish Tours supports women in business through travel opportunities and social impact
• Why Megan’s approach in the hospitality industry focuses on creating meaningful connections and experiences for her tour guests
• How Cherish Tours partners with and supports women-owned or managed businesses in the destinations they visit
• Some of the destinations Cherish Tours has almost sold out to, and the tailor-made private tours they are currently offering
• Why an abundant mindset benefits the travel industry

Embracing an Abundant Mindset

Megan dives into the concept of an abundant mindset and why we should prioritize collaboration and mutual support over cutthroat competition. She shares why she firmly believes that a rising tide lifts all boats and why the success of one woman does not diminish the opportunities available to others.

Cherish Tours exemplifies this belief by actively seeking to partner with other travel advisors, fostering an environment of collaboration and shared success. The encouragement for travel advisors to connect and partner with Cherish Tours showcases the flourishing culture of cooperation in the industry, promoting opportunities for growth and mutual support.

Empowering Women Through Travel

One of the central themes we discussed is the importance of uplifting and supporting women as travelers and industry professionals. Megan passionately describes how Cherish Tours is dedicated to providing transformative travel experiences that prioritize mindful purchasing and social impact.

The company amplifies the voices of women in business and actively supports women-owned or managed businesses and initiatives in the destinations they visit. Megan calls Cherish Tours her ‘love note to the travel industry,’ which gives women a sense of community and connection.

Tailor-Made Travel Experiences

Cherish Tours sets itself apart by creating tailor-made travel experiences that prioritize interpersonal connections, community building, and personal choice. Megan’s approach is all about bringing women of all ages and cultural backgrounds together, fostering inclusivity, and celebrating diversity.

Resources:

• Website: https://www.gocherishtours.com/
• LinkedIn Personal: https://www.linkedin.com/in/megan-grant94/
• LinkedIn Business: https://www.linkedin.com/company/cherish-tours-llc/
• Facebook Business: https://www.facebook.com/gocherishtours/
• Instagram: https://www.instagram.com/gocherishtours/

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, Sean Hebert goes deep into the backstory of TourRadar, an organized adventure platform. He shares his perspective on the importance of trust, what adventure travelers are looking for in terms of new experiences, and how TourRadar facilitates amazing collaboration between travelers, tour operators, and travel advisors.

What You Will Learn in This Episode:

• How TourRadar evolved from a consumer-only marketplace to serving travel agents as a time-saving search engine
• How TourRadar’s recent marketing campaign “The Ultimate Travel Hack” promotes organized adventures as a fun travel opportunity
• How TourRadar collaborates with destinations and DMOs to promote sustainable tourism and creates campaigns for specific products and areas
• Why TourRadar’s Adventure Together event was conceived, and how it helps share best practices and address common challenges in the industry
• How TourRadar’s platform helps travelers and tour operators by providing trust, more choices, and a competitive marketplace

A Gateway to Adventure

Sean discusses how TourRadar serves as a platform to connect travelers, tour operators, and travel agents in over 160 countries. By giving travel enthusiasts the opportunity to access more than 2,500 operators offering a variety of experiences, including safaris, cultural tours, and white water rafting, TourRadar is a hub for adventure travel enthusiasts because it prioritizes inspiring and surprising travelers with unique experiences, fostering a deeper appreciation for organized adventures.

Exploring Sustainable Tourism and Collaborative Campaigns

We discuss why TourRadar is so passionate about promoting responsible and sustainable tourism while collaborating with destinations and destination marketing organizations (DMOs). Through innovative campaigns like “The Ultimate Travel Hack,” TourRadar emphasizes the style of organized adventures as a mode of travel rather than focusing solely on specific brands or destinations to encourage collaboration instead of competition among operators.

From Traveler Marketplace to Travel Advisor Support

Sean and I also dig into TourRadar’s evolution, particularly its transition from a consumer-focused marketplace to supporting travel advisors. This transition acknowledges the pivotal role that travel advisors play and positions TourRadar as a time-saving search engine, empowering agents to find and compare itineraries that best meet their clients’ needs.

Resources:

• Website: http://www.tourradar.com/
• LinkedIn Business: https://www.linkedin.com/company/tourradar/
• Facebook Business: https://www.facebook.com/TourRadar/
• Twitter: https://twitter.com/TourRadar
• Instagram: https://www.instagram.com/tourradar/
• Youtube: https://www.youtube.com/tourradar
• Pinterest: https://www.pinterest.com/tourradar/

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 Meredith Calloway, Chief Visionary Officer and Co-Founder of Gifted Travel Network (GTN). She shares more about the inspiration behind her community of luxury travel advisors and her nuggets of wisdom about how to develop and cultivate a brand message that will help you stand out from the crowd by finding your brilliance.

What You Will Learn in This Episode:

• How Meredith transitioned from working in finance to starting a travel business and founding Gifted Travel Network
• Why finding one’s “zone of genius” and pursuing a passion is crucial for any business owner
• How Meredith’s community fosters connections and holds members accountable through mastermind meetings and group coaching
• Why travel advisors need to cultivate their brand message and uniqueness to stand out in a crowded market
• Strategies Meredith’s travel advisors used to navigate challenges during the pandemic and achieve exponential sales growth
• How a transformative mindset contributes to success and what resources are available for mindset tips in the travel industry

Nurturing Community Professional Growth

Meredith explains how her community works and the importance of offering solid content, group coaching, and experiences to meet the needs and wants of her members. They use mastermind meetings and group coaching to foster connections, share knowledge, and hold each other accountable. This approach helps them create a nurturing and engaged environment where members can learn from each other and collectively thrive.

Embracing Change and Adversity

We also dig deeper into the concept of accidental business owners, particularly in the context of the travel advisor profession. The shifts in the travel industry, compounded by the challenges of the pandemic, led many travel agents to become accidental entrepreneurs. Meredith shares how her advisors leaned into the adversity, using their resilience and community support to pivot and find success in turbulent times, even inspiring improvements in many travel advisors’ businesses.

Find Your Brilliance

Turning toward the future, Meredith expresses excitement about potential opportunities in the luxury travel industry and emphasizes why we need to shift the public’s perception of travel advisors from mere order takers to designers, project managers, and master coordinators. Meredith also encourages travel advisors to fully understand their niche, share their unique brand message, and find their brilliance to stand out in the crowded marketplace.

We also discuss the transformative power of mindset and its impact on personal growth. Meredith highlights the importance of an abundant mindset in embracing change and navigating challenges.

Resources:

• Website: https://www.giftedtravelnetwork.com/
• LinkedIn Personal: https://www.linkedin.com/in/meredithhill/
• LinkedIn Business: https://www.linkedin.com/company/giftedtravelnetwork/
• Free Download: Mindset Blocks for Entrepreneurs and How to Overcome Them

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, I’m reflecting on our new brand and why we are so excited about the next chapter. I want to share the branding journey with you to highlight the lessons we learned along the way. I hope that our story will inspire you and give an introduction to our new company and the philosophy behind it.

What You Will Learn in This Episode:

• Why we decided to merge two brands, and how the Travel Alliance Partnership will be an economic development partner for destinations
• What the rebranding process involved, including workshops, visual mapping, and merging of brands
• Why embracing “cathedral thinking” is important and the impact of building projects for future generations
• Strategies we used to roll the new brand out and the importance of building a lasting brand foundation
• How involving employees early in the branding process fostered a sense of community and shared knowledge within the team

Community Collaboration and Partnerships

I want to talk a little more about the significance of community collaboration and partnerships in the growth of the travel industry. Travel Alliance Partnership is committed to supporting economic growth and prosperity within the communities we serve, and we live out our core values of collaboration and the impact it can have on the overall success of businesses within the industry.

I shed light on why we merged the two brands into a single entity with distinct service pillars to reflect our strategic approach and our commitment to creating a cohesive brand architecture.

Cathedral Thinking and Lasting Brand Foundations

I talk more about cathedral thinking, emphasizing the importance of building projects and brands that leave a lasting impact on future generations. Our forward-thinking approach aligns with the Travel Alliance Partnership’s vision of creating a community based on collaboration and innovation.

Empowering Employees

The significance of involving employees early in the branding process cannot be underestimated. By encouraging team members to share company milestones and stories, we foster a sense of shared knowledge and unity among employees. During the rebranding process, it also became clear that we had scope to add capacity to the team by creating a new position, director of strategic partnerships, who could help us continue to build long-term relationships and expand our capabilities.

Resources:

• Creating Your Authentic Brand Story, with Karley Cunningham
• Strategies for Fostering Meaningful Connections in the Workplace, with Nicole Mahoney

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!

A thirty-two-year veteran of the Travel & Tourism industry, Amir Eylon leads the entire team at Longwoods International, responsible for the development and execution of all facets of the organization, from program development to customer acquisition and retention.

He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for helping to increase Brand USA’s partnership base and ensuring that participants received excellent service throughout Brand USA’s deployment of joint marketing programs. During his tenure, Brand USA grew its base to 475 partners, comprised of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators.

Before joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses. He has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau.

He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.

Amir’s thought leadership in tourism is often quoted by the media, and he has appeared in dozens of interviews with many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc. Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton.

On this episode of Destination on the Left, I’m excited to welcome back Amir Eylon for his third appearance on the show. Amir shared the latest data and trends from Longwoods International’s recent research. He also walks us through the latest wave of the American travel sentiment study and how to interpret and apply those insights, particularly regarding the reallocation of traveler spending and the use of AI in trip planning.

What You Will Learn in This Episode:

• How travelers are adjusting their spending habits to prioritize travel despite financial concerns
• Why there has been slow adoption of artificial intelligence in trip planning, and the potential impact of AI on the travel industry
• What the recent collaborative study by Destinations International shows about the impact of destination marketing on community well-being
• Some of the insights that Longwoods International’s research provides into American travelers’ intentions in leisure travel
• Support Longwoods International and Destinations International offers to those in the travel and tourism industry

Understanding Travel Trends in the Face of Financial Concerns

Amir highlights how travelers are finding ways to continue exploring the world by reallocating their spending, cutting back on retail purchases, and adjusting their accommodation levels. One intriguing trend he mentions is that people are combining trips into longer journeys, which is a huge shift in travel behavior. It’s clear that despite economic challenges, the desire to travel remains strong.

AI’s Role in Enhancing, Not Replacing, the Travel Experience

We also discuss the slow adoption of AI in trip planning, with only a fraction of travelers expressing interest or using AI tools for travel planning. This fascinating insight shines a light on changing travel preferences and shows that there are opportunities to further explore the potential for AI integration into destination marketing.

Amir emphasizes that AI is not replacing but rather enhancing the travel experience for both travelers and industry professionals. Our discussion provides some golden nuggets into the AI implementation in the travel industry and its potential for future growth.

Importance of Data and Research in Making Informed Marketing Decisions

Amir stresses the invaluable role of data and research in understanding travel trends and making informed marketing decisions. I just love Amir’s analogy about not being able to drive without a roadmap because it highlights the necessity of looking at data from different angles to derive meaningful insights and guide you to your end destination.

Resources:

• Website: https://longwoods-intl.com/
• LinkedIn: https://www.linkedin.com/in/amir-eylon-2242037/
• Facebook: https://www.facebook.com/longwoodsinternational
• Twitter: @AEylon https://twitter.com/AEylon
• @Lngwds https://twitter.com/Lngwds

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/

Greg Takehara has been the CEO of Tourism Cares since 2019. He previously served on its Board, acting as its Chairman before becoming CEO. Prior to Tourism Cares, Greg was the President of Trip Mate, Inc., a travel insurance administrator. He began his thirty-five year career in the travel and tourism industry at The Mark Travel Corporation, where he served as General Counsel.

Greg serves on the Board of the US Travel Association and has served on the Boards of NTA and the IGLTA Foundation, as well as numerous industry committees. He is from Chicago and has an undergraduate degree from the University of Wisconsin–Madison and a Juris Doctor degree from Washington University in St. Louis.

On this episode of Destination on the Left, I talk with Greg Takehara, CEO of Tourism Cares. We discuss the evolution of Tourism Cares’ meaningful travel map and how it helps draw attention to social enterprises and encourages travelers to explore new aspects of a destination. Greg also gives us a great framework for strategically aligning with these goals for our own organizations.

What You Will Learn in this Episode:

• Why Tourism Cares focuses on volunteerism, collaboration, and the formation of the Future of Tourism Coalition
• What the meaningful travel map is, and how it fosters responsible and meaningful travel experiences
• How Tourism Cares aligns with the United Nations 17 Sustainable Development Goals and the importance of destination stewardship
• What creative solutions Greg offers to some of the challenges in the travel industry, emphasizing sustainability and diversity
• How Greg empowers local communities and enriches travel experiences through collaborative efforts with destination marketing organizations

Coopetition in the Tourism Industry

Greg and I dig into the concept of coopetition, where perceived competitors come together to create a collaborative ecosystem that benefits the entire industry. He shares examples of coopetition in the tourism industry, emphasizing Tourism Cares’ focus on volunteerism and collaboration. By highlighting the importance of sharing knowledge and resources, we can connect various stakeholders in the travel industry and increase impact.

The Role of the Meaningful Travel Map

Greg discusses Tourism Cares’ meaningful travel map initiative, which serves as a platform highlighting social enterprises and local community-based ventures. This innovative approach aims to drive attention to lesser-known attractions, promote sustainable tourism, and empower local communities through collaboration with destination marketing organizations. The map has been successfully implemented in Jordan, leading to increased visitor stays and a broader distribution of tourism beyond popular attractions.

The Role of the Meaningful Travel Map

Greg and I touch upon the alignment of Tourism Cares with the United Nations Sustainable Development Goals (SDGs). They highlight the organization’s integration of the SDGs into their work and emphasize the importance of prioritizing sustainability, diversity, and inclusion in the travel industry. By emphasizing small, collective steps towards making a difference, they underscore the potential for significant impact through the collaborative efforts of the industry.

Resources:

• Website: https://www.tourismcares.org/
• LinkedIn Personal: https://www.linkedin.com/in/greg-takehara/
• LinkedIn Business: https://www.linkedin.com/company/tourism-cares/

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/

JoAnna Haugen is an award-winning writer, consultant, speaker, and solutions advocate who has worked in communications-related positions in the travel and tourism industry her entire career. She is also the Founder of Rooted, a solutions platform at the intersection of sustainable tourism, social impact, and storytelling. Through Rooted, JoAnna helps tourism professionals decolonize travel experiences and support sustainability using strategic storytelling.

In 2021, Newsweek named JoAnna a winner in the storytelling category of its Future of Tourism awards. She has also been nominated for three Bessie Awards: Collaboration of the Year in 2021 and Most Impactful Piece of Writing in 2021 and 2022, and was recognized as a finalist for Trade Publication Feature of the Year by Inspire Global Media Awards in 2023. Additionally, she is a two-time grant recipient from the Nevada Arts Council. An international election observer and intrepid traveler, JoAnna currently resides in Carthage, Tunisia.

On this episode of Destination on the Left, JoAnna shares her passion for inspiring the creation of responsible travel experiences and responsibly sharing them with the world. We discuss how DMOs can lean into the uniqueness of the places they represent, and JoAnna provides four actionable steps that tourism marketers can take to promote unique and authentic stories.

What You Will Learn in This Episode:

• Why Johana encourages people to reimagine what tourism looks like in the future
• What Johana’s work at Rooted entails, including building a learning lab for travel service providers, as well as partnerships with MannKind Digital and Sustainable Cities
• Why we need to shift from quantitative to qualitative measures of success in the tourism industry, focusing on creating better experiences for travelers and locals
• Why destinations should embrace and showcase the messy reality of their communities
• What Johana advises destinations to do to amplify voices and experiences that have not been previously highlighted and provide guidance on how to tell these stories
• How to reframe tourism as a partner to support community well-being initiatives

Transitioning from Passive Visitors to Active Global Citizens

JoAnna and I discuss the emotional shift that visitors make from being passive observers to becoming active global citizens. This transition is rooted in the promotion of thoughtful, intentional, and transparent travel marketing communications. By aligning their experiences with the ethos of responsible and impactful travel, travelers can engage more deeply with the destinations they visit. This change not only benefits the travelers by providing a more enriching experience but also contributes to the greater well-being of the local communities.

Creating and Promoting Responsible Tourism Experiences

It’s so important for DMOs to promote authentic stories and experiences in their marketing materials. JoAnna shares actionable steps to help destinations advocate for a holistic approach focused on community well-being. She underscores the value of collaboration in crafting tourism experiences that resonate with travelers. By embracing responsible practices and unique storytelling, destinations can make themselves stand out in the competitive tourism landscape and appeal to conscientious travelers seeking meaningful, ethical experiences.

Standing Out Through Responsible Practices and Unique Storytelling

JoAnna discusses how destinations can get ahead of the curve and stand out through responsible practices and unique storytelling. In her opinion, the answer lies in embracing the messy reality of communities – including their challenges and complexities. By highlighting the authentic history, culture, and nuances of a destination, the tourism industry can move away from generic, sanitized Insta-ready experiences and offer a more genuine reflection of the locale.

Resources:

• Website: https://rootedstorytelling.com/
• LinkedIn: https://www.linkedin.com/in/joannahaugen/
• Instagram: https://www.instagram.com/RootedStorytelling/
• Twitter: https://twitter.com/joanna_haugen
• Rooted learning platform: https://rootedstorytelling.com/courses/
• Collaboration Among Destinations is Essential for a Sustainable Future of Tourism

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/