Santiago Corrada was 13 years old when his family visited Tampa from New Jersey and he told his parents they were not going back. Decades later, he runs the organization responsible for putting Tampa Bay on the map for the rest of the world -- and he will tell you plainly: the greatest days are not coming. They are already here.
In this episode of The Bay Builds, Santiago Corrada, President and CEO of Visit Tampa Bay, sits down with Tracie Domino to trace a career that began in fast food, moved through inner-city education, city government, and the mayor's office, and landed in one of the most visible leadership roles in the region. Santiago breaks down what destination marketing actually is, why Tampa was a blank slate when he arrived, and how Visit Tampa Bay transformed a city that people in Mumbai thought was a neighborhood in Miami into a destination that Time Magazine named one of the 50 greatest places on Earth.
This conversation covers the Bollywood Academy Awards, Brentford Bees, pet influencers on the Riverwalk, the bed tax most Tampanians don't know they benefit from, and a destination development plan that is already reshaping how developers invest in Hillsborough County. Santiago also gets candid about what keeps him up at night: transportation, housing, and the very real risk that prosperity can disappear faster than it arrives.
If you love Tampa Bay, work in hospitality, lead a public-private organization, or want to understand how a city builds a brand that actually sticks, this is the episode for you.
Listen now wherever you get your podcasts and follow The Bay Builds on Instagram, LinkedIn, TikTok, and YouTube.
00:00 Miami Growing Pains
00:41 Meet Visit Tampa Bay CEO
02:31 Roots and Early Hustle
03:47 From Education to City Hall
05:18 Leading Visit Tampa Bay
06:52 Leadership Lessons Tested
09:16 Building Tampa's Brand
12:21 What DMOs Actually Do
15:58 Tourism Powers the Economy
17:27 Post Pandemic Marketing Shift
21:11 Big Events Without Dependence
23:16 How Bed Tax Funding Works
26:11 What Excites Him Next
26:46 Rethinking Strategy
27:30 Destination Development Roadmap
30:11 Luxury Gaps and Smart Placement
30:40 Leadership Misconceptions
32:24 Why Tampa Feels Like Home
34:08 Tampa in 10 Years
37:57 What Young Pros Need
39:25 The People Make Tampa
41:30 Legacy and Handing Off
44:36 Lightning Round Favorites
48:23 Closing Thanks and Wrap