Live From IPW: Discover South Carolina's Duane Parrish on Finding the Undiscovered South Carolina

Live From IPW: Discover South Carolina's Duane Parrish on Finding the Undiscovered South Carolina

Welcome to a special IPW 2026 series of View From Afar. In this episode, recorded live from the conference floor, Discover South Carolina [https://discoversouthcarolina.com/] director Duane Parrish sits down with Afar deputy editor Michelle Baran to talk about a state that's having a record-breaking year on the whole. Duane has led South Carolina's tourism efforts for 15 years, a period in which tourism has become one of the largest industries in the state. In 2024, it contributed more than 30 billion dollars to the economy and generated 3.2 billion in state and local tax revenues. But the picture isn't even across the state, and 2025 forced Duane and his team to make some real pivots—doubling down on drive markets like Atlanta and Charlotte, leaning into the "Find the Undiscovered You" campaign, and surfacing the places most travelers don't yet know. In this conversation, Duane and Michelle discuss * The "Find the Undiscovered You" campaign and why getting off the grid is becoming the state's most resonant pitch * Greenville's transformation [https://www.afar.com/magazine/travel-and-restaurant-guide-to-greenville-south-carolina] from a shuttered textile town into one of the most reinvented cities in the Southeast, complete with a downtown waterfall and a growing Michelin presence * The barrier-island culture of the Lowcountry [https://www.afar.com/magazine/heres-what-youll-discover-in-south-carolinas-lowcountry], from Beaufort to Georgetown, and why these are the places to send travelers who want to explore beyond Charleston * The opening of the International African American Museum [https://www.afar.com/magazine/inside-charlestons-international-african-american-museum] in Charleston, the Gullah Geechee Corridor, [https://gullahgeecheecorridor.org/] and the Civil Rights Trail [https://civilrightstrail.com/]—and why international visitors are especially drawn to this kind of richer storytelling * How AI is reshaping destination marketing, why Duane believes "high tech will never replace high touch," and the Ronald Reagan line he keeps coming back to: trust but verify Plus: the four styles of South Carolina barbecue sauce (vinegar, mustard, light tomato, heavy tomato), the 225-restaurant barbecue trail that's color-coded by sauce, and Duane's own loyalty to heavy tomato. Chapters 00:00:00 Welcome to View From Afar 00:01:30 A Record Year, With Exceptions 00:03:00 Doubling Down on Drive Markets 00:04:30 Find the Undiscovered You 00:06:30 Greenville's Reinvention 00:07:30 Beyond Charleston 00:08:30 How Destination Marketing Has Changed 00:10:30 The Promise and Limits of AI 00:12:30 Telling a Fuller Story 00:16:30 The Barbecue Trail 00:19:00 A South Carolina Itinerary Resources: * Discover South Carolina [https://discoversouthcarolina.com/] * South Carolina Barbecue [https://discoversouthcarolina.com/barbecue] Trail * The Afar guide to South Carolina [https://www.afar.com/travel-guides/united-states/south-carolina/guide] * Listen to our Unpacked podcast guide to Charleston, where we explore food [https://play.megaphone.fm/4ra4leydt_g4y2vcx8tadw], culture [https://play.megaphone.fm/pf1zjs4vr3qwt9llpy9-mw], the outdoors [https://play.megaphone.fm/jsvuhtmlsma08ecymoq_ow], and shopping [https://play.megaphone.fm/r1jzlrd3twoelvbjf_a5wa] Stay Connected * Subscribe to View From Afar to catch all our IPW 2026 episodes this week. * Follow @AfarMedia on ⁠Instagram⁠ [https://www.instagram.com/afarmedia/] and ⁠TikTok⁠ [https://www.tiktok.com/@afarmedia] for behind-the-scenes IPW content. * ⁠Sign up⁠ [https://email.afar.com/join/3n4/signup] for our travel industry newsletter, Afar Advisor. * Rate and review the show to help other travel professionals discover these insights. * Explore our other podcasts, ⁠Travel Tales⁠ [https://play.megaphone.fm/me6jf0-9sh2v7--lt5zhyw] and ⁠Unpacked⁠ [https://play.megaphone.fm/xywwd0dms3wa6r1plit3dg]. This IPW 2026 special series was recorded live. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email ⁠advertising@airwavemedia.com⁠ [advertising@airwavemedia.com] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound. Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Live From IPW: Visit Seattle's Tammy Canavan on a New Waterfront and a Big Summer

Welcome to a special IPW 2026 series of View From Afar. In this episode, recorded live from the conference floor, Visit Seattle [https://visitseattle.org/]president and CEO Tammy Canavan sits down with Afar deputy editor Michelle Baran to talk about what it takes to put a city on the world stage—and what visitors will actually find when they get there. Tammy has led Visit Seattle for four years, during which the city has opened the Summit building at the convention center [https://visitseattle.org/meeting-professionals/convention-center/summit-overview/], completed an $800 million, 15-year waterfront overhaul, expanded international air service through Sea-Tac, and welcomed a record cruise season. This summer, Seattle will host six FIFA World Cup matches and an estimated 750,000 visitors—a moment that's been functioning as an artificial deadline for years of infrastructure work. In this conversation, Tammy and Michelle discuss * Why Seattle's "low-key joy"—coffee shops, bookstores, the water, an Evian-mist-style rain—keeps surprising first-time visitors * The completion of the waterfront, after 15 years and what it means for a port city to finally reconnect with its shoreline * How Visit Seattle is rolling out the "Unity Loop, [https://www.seattlefwc26.org/seattleunityloop]" several World Cup fan zones across the city, and a strategy that asks visitors to explore beyond the stadium * The honest conversation about downtown safety, perception versus reality, and how Seattle is reframing its narrative without running from it * What Tammy is telling federal officials about Brand USA, the proposed visa integrity fee, and the rumors that are quietly keeping international visitors away Resources * Visit Seattle [https://visitseattle.org/] * A guide to Seattle's waterfront reinvention * Afar's guide to Seattle [https://www.afar.com/travel-guides/united-states/washington/seattle/guide] Chapters 00:00:00 Welcome to View From Afar 00:01:30 Why Seattle, Why Now 00:04:00 The World Cup Surprise 00:06:30 What Travelers Need to Hear 00:08:00 A Waterfront, Reconnected 00:09:30 Beyond Pike Place 00:11:30 The Perception Problem 00:14:30 A Civic Renewal 00:17:30 Seattle's Quiet Joy Stay Connected * Subscribe to View From Afar to catch all our IPW 2026 episodes this week. * Follow @AfarMedia on ⁠Instagram⁠ [https://www.instagram.com/afarmedia/] and ⁠TikTok⁠ [https://www.tiktok.com/@afarmedia] for behind-the-scenes IPW content. * ⁠Sign up⁠ [https://email.afar.com/join/3n4/signup] for our travel industry newsletter, Afar Advisor. * Rate and review the show to help other travel professionals discover these insights. * Explore our other podcasts, ⁠Travel Tales⁠ [https://play.megaphone.fm/me6jf0-9sh2v7--lt5zhyw] and ⁠Unpacked⁠ [https://play.megaphone.fm/xywwd0dms3wa6r1plit3dg]. This IPW 2026 special series was recorded live. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email ⁠advertising@airwavemedia.com⁠ [advertising@airwavemedia.com] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound. Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Live From IPW: Brightline's New CEO on Getting Americans Out of Their Cars—and Onto the Train

Welcome to a special IPW 2026 series of View From Afar. In this episode, recorded live from the conference floor, Brightline Holdings CEO Nicolas Petrovic sits down with Afar editorial director Billie Cohen to talk about what it actually takes to build a new mode of travel in the United States—and what that could mean for travelers, destinations, and the industry at large. Nicolas stepped into the CEO role at Brightline [https://www.gobrightline.com/] in early 2026, bringing decades of high-speed rail experience from leadership positions at Eurostar, Siemens, and rail projects in the UAE. He arrived at a pivotal moment. Brightline's Florida service is growing—up 20 percent year-over-year, with 3 million passengers last year—and the company has big ambitions to build a high-speed line connecting Las Vegas and Los Angeles [https://www.brightlinewest.com/]. But it's also navigating a significant debt load and the deeper challenge of convincing Americans to leave their cars behind. In this conversation, Nicolas and Billie discuss * The signature Brightline scent (citrusy, with lemongrass, and yes, you can buy the scent) * What Nicolas learned at Eurostar that he's bringing to Brightline, including how Eurostar went from 10 percent to 80 percent business-market share * The return of the commuter pass, new family fares, and a $39 starter price * Why Brightline is targeting international travelers who don't yet know the train is part of the trip * How Florida riders are using the service in ways that go beyond commuting—from day trips to the theme parks to one passenger who rides every day with his dog * The reality of Brightline's debt situation and what it means (and doesn't mean) for the rider experience * The status of Brightline West, the proposed high-speed line between Las Vegas and Los Angeles, and why the highway median makes it possible * Plus: a brief detour through railway history featuring Henry Flagler, the 19th-century hotelier whose Florida rail corridor became the backbone of Brightline today. Resources * Brightline [https://www.gobrightline.com/] * Brightline West [https://www.brightlinewest.com/] * Afar review of the Brightline experience [https://www.afar.com/magazine/brightline-train-review-riding-floridas-high-speed-rail] * Afar coverage of Brightline West [https://www.afar.com/magazine/brightline-to-launch-high-speed-train-from-l-a-to-vegas] Chapters 00:00:00 Welcome to View From Afar 00:01:50 The Brightline Scent 00:03:00 Convincing People to Leave Their Cars 00:04:30 Lessons From Eurostar 00:07:30 The Right Train Experience 00:11:00 How Florida Travels by Rail 00:12:30 Talking About the Debt 00:14:00 The Vision for Brightline West Stay Connected * Subscribe to View From Afar to catch all our IPW 2026 episodes this week. * Follow @AfarMedia on ⁠Instagram⁠ [https://www.instagram.com/afarmedia/] and ⁠TikTok⁠ [https://www.tiktok.com/@afarmedia] for behind-the-scenes IPW content. * ⁠Sign up⁠ [https://email.afar.com/join/3n4/signup] for our travel industry newsletter, Afar Advisor. * Rate and review the show to help other travel professionals discover these insights. * Explore our other podcasts, ⁠Travel Tales⁠ [https://play.megaphone.fm/me6jf0-9sh2v7--lt5zhyw] and ⁠Unpacked⁠ [https://play.megaphone.fm/xywwd0dms3wa6r1plit3dg]. This IPW 2026 special series was recorded live. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email ⁠advertising@airwavemedia.com⁠ [advertising@airwavemedia.com] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound. Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Live From IPW: Visit Florida Keys' Kara Franker on Balancing Record Numbers and Real Limits

Welcome to a special IPW 2026 series of View From Afar. In this episode, recorded live from the conference floor, Visit Florida Keys and Key West [https://visitfloridakeys.com/] president and CEO Kara Franker sits down with Afar editorial director Billie Cohen to talk about leading a record-breaking destination on a fragile string of islands—and why "better tourism" matters more than "more tourism." Kara joined Visit Florida Keys in 2024 after leading Visit Estes Park in Colorado, and she came in at a pivotal moment. Key West International Airport saw more arrivals in 2025 than ever before, and 2026 is tracking strong. But the Keys are 120 miles of islands with one road in and one road out, a reef that protects them from hurricanes, and a deeply local culture that doesn't always love being shared. Kara's challenge: how to keep welcoming the world without loving the place to death. In this conversation, Kara and Billie discuss * How Kara rebuilt her team from 12 staff to 30 in under two years, and why she recruited from outside the tourism industry * The shift from "spray and play" broadcast marketing to messaging that asks visitors to respect the reef, the key deer, and the locals * A new artificial reef being built so divers can practice before they touch the real thing—and how visitor tax dollars are funding it * Why the Keys are physically finite, what that means for residents trying to reach the grocery store on Memorial Day weekend, and the air taxi idea Kara has her eye on * What the recent Monroe County decision to stop using tourism tax dollars to fund LGBTQ events means for Pride in 2027—and why the community is already rallying * The "Come as You Are" tagline, the Conch Republic's rebellious spirit, and what it means to become a "freshwater conch" * Plus: stone crab vs. key lime pie, the only place in the world with crocodiles and alligators in the same place, and a pitch for adding lionfish to the menu. Resources – Visit Florida Keys [https://visitfloridakeys.com/]website – John Pennekamp Coral Reef State Park [https://www.floridastateparks.org/parks-and-trails/john-pennekamp-coral-reef-state-park] – Fantasy Fest [https://fantasyfest.com/] – Afar guide to the Florida Keys and Key West [https://www.afar.com/travel-guides/united-states/florida/key-west/guide] Chapters 00:00:00 Welcome to View From Afar 00:01:30 Rebuilding the Team From Scratch 00:04:00 Better Tourism, Not More 00:06:30 Investing in the Community 00:11:00 Come as You Are 00:12:00 Pride, Politics, and the Path Forward 00:17:30 The Joy of the Keys 00:20:00 Becoming a Freshwater Conch Stay Connected * Subscribe to View From Afar to catch all our IPW 2026 episodes this week. * Follow @AfarMedia on ⁠Instagram⁠ [https://www.instagram.com/afarmedia/] and ⁠TikTok⁠ [https://www.tiktok.com/@afarmedia] for behind-the-scenes IPW content. * ⁠Sign up⁠ [https://email.afar.com/join/3n4/signup] for our travel industry newsletter, Afar Advisor. * Rate and review the show to help other travel professionals discover these insights. * Explore our other podcasts, ⁠Travel Tales⁠ [https://play.megaphone.fm/me6jf0-9sh2v7--lt5zhyw] and ⁠Unpacked⁠ [https://play.megaphone.fm/xywwd0dms3wa6r1plit3dg]. This IPW 2026 special series was recorded live. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email ⁠advertising@airwavemedia.com⁠ [advertising@airwavemedia.com] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound. Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Live From IPW: John Urdi on Why Huntington Beach Is Having a Moment

How does Surf City USA reintroduce itself to the world — and convert day-trippers into destination visitors — with the World Cup and LA Olympics on the horizon? John Urdi, the new president and CEO of Visit Huntington Beach [https://www.surfcityusa.com/], has a plan: privatize the funding, expand international reach, and tell a bigger story about the 10 miles of coastline behind the headlines. In this IPW 2026 [https://www.ipw.com/] episode, recorded live from the conference floor in Fort Lauderdale, Urdi sits down with Afar deputy editor Michelle Baran — who grew up in Huntington Beach — to talk about his move from Mammoth Lakes to the coast, the Live Between Waves campaign, and how a destination that's drawn polarizing national attention is leading with what's there. Episode highlights * The Tourism Business Improvement District (TBID) funding model to Huntington Beach — and what that unlocks for international market expansion * The conversion challenge: only 25 percent of Huntington Beach's traffic is overnight, and how Urdi plans to grow destination visitation through airline partnerships and a conference sales team already up from 56,000 to 87,000 room nights * How Live Between Waves repositions Surf City USA beyond surfing — surf culture, the 10-mile boardwalk, après-surf, and four beachfront hotels you can't get next door in Newport or Laguna * Urdi's "plant more flowers" philosophy for navigating polarizing national headlines, and how community events like A Great Day in the Stoke [https://agreatdayinthestoke.com/] — the largest gathering of Black surfers — tell a different story about who Huntington Beach welcomes * How Huntington Beach plans to capture traffic from the 2026 World Cup and 2028 LA Olympics by being "your open beach" — and Urdi's deep collaboration with Visit Anaheim, Palm Springs, and L.A. Tourism Chapters 00:00:00 Welcome to View From Afar 00:01:30 From Mammoth to the Beach 00:03:00 Building the Hotel Funding Model 00:05:30 Planting Flowers, Not Weeds 00:09:00 Live Between Waves 00:11:30 What's Next on the Waterfront 00:16:00 The World Cup and LA28 Opportunity Resources * Visit Surf City USA [https://www.surfcityusa.com/] * Find Visit Huntington Beach on Instagram [https://www.instagram.com/surfcityusa/] and Facebook [https://www.facebook.com/SurfCityUSA/] * Explore Afar's California travel guide [https://www.afar.com/travel-guides/united-states/california/guide] ✨ Joy & Connection: Urdi walks to work and says hello to everyone he passes on the 15-minute route. It's a small thing, but it's the kind of thing that runs against the headlines — and it's part of what made A Great Day in the Stoke, the largest gathering of Black surfers, feel right at home on Huntington Beach's sand. 🏗️ What's New: Champagne's Kitchen [https://www.champagneskitchenoc.com/] just opened on Main Street, a new restaurant called Huntington's is being built out on the pier, and two major hotel developments are in the works — Magnolia Coast to the south and a 350-room property near Bolsa Chica that would retire the closest-to-shore offshore oil rig. Episode Navigation Previous Episode: Lauren Bennett McGinty, Executive Director of Explore Minnesota [https://play.megaphone.fm/ejyurb-ttp-mgbop9uxcoa] Up Next: Kara Franker, CEO of Visit Florida Keys & Key West Stay Connected * Subscribe to View From Afar to catch all our IPW 2026 episodes this week. * Follow @AfarMedia on ⁠Instagram⁠ [https://www.instagram.com/afarmedia/] and ⁠TikTok⁠ [https://www.tiktok.com/@afarmedia] for behind-the-scenes IPW content. * ⁠Sign up⁠ [https://email.afar.com/join/3n4/signup] for our travel industry newsletter, Afar Advisor. * Rate and review the show to help other travel professionals discover these insights. * Explore our other podcasts, ⁠Travel Tales⁠ [https://play.megaphone.fm/me6jf0-9sh2v7--lt5zhyw] and ⁠Unpacked⁠ [https://play.megaphone.fm/xywwd0dms3wa6r1plit3dg]. This IPW 2026 special series was recorded live. View From Afar is a production of Afar Media and a part of Airwave Media's podcast network (email ⁠advertising@airwavemedia.com⁠ [advertising@airwavemedia.com] if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound. Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]