472. Events & Major Milestones as a Catalyst for Future Growth: Community Conversation

476. Building Relationships and Long-Term Growth Through Travel Trade, with Rhonda Carges & Jordan Herson

On this episode of Destination on the Left, I talk with Rhonda Carges, Executive Vice President at TAP, and Jordan Herson, Travel Trade Account Manager at TAP. Together, they share an inside look at the travel trade segment of the tourism industry and explore how destinations can build meaningful relationships with tour operators, meeting planners, media, and buyers. From trade show strategy and FAM tour planning to stakeholder education and long-term relationship building, Rhonda and Jordan discuss how thoughtful collaboration and integrated planning can help destinations create sustainable growth opportunities and stronger industry partnerships. What You Will Learn in This Episode: * What travel trade includes and why it plays such a critical role in tourism marketing * How destinations can build integrated travel trade strategies that align stakeholders and partners * Why relationship building and intentional communication are essential for successful trade show activations * How FAM tours help destinations create stronger buyer engagement and measurable results * What destinations should consider when vetting buyers and planning trade trade outreach * How education supports stronger collaboration between destinations, attractions, and travel professionals * Why travel trade should be viewed as a long-term investment rather than a short sales cycle Understanding the Power of Travel Trade Rhonda and Jordan explain that travel trade represents the business-to-business side of tourism, connecting destinations with tour operators, meeting planners, event organizers, and other professionals who sell travel experiences to consumers. While leisure marketing often receives the spotlight, travel trade creates an important pathway for destinations to reach new audiences, including international travelers and organized group markets that may otherwise be difficult to access. The conversation highlights how integrated travel trade strategies require strong communication, clear priorities, and collaboration across partners and stakeholders. For statewide tourism organizations like New York State Division of Tourism, this means coordinating efforts across regions while helping destinations stand out through targeted messaging, relationship building, and strategic engagement opportunities. Creating Meaningful Connections Through Trade Shows and FAM Tours Trade shows remain one of the most valuable opportunities for building long-term industry relationships. Jordan shares how successful trade show activations begin with careful planning, buyer vetting, and alignment around goals, while Rhonda emphasizes the importance of using these events to strengthen authentic human connections across the industry. They also explore the role of FAM tours in helping buyers and media experience destinations firsthand. Jordan explains TAP's approach to FAM planning, and Rhonda adds that FAM tours often provide some of the clearest opportunities for measuring success because destinations can more easily track resulting coverage, itineraries, and future bookings. Education, Collaboration, and the Long-Term Value of Travel Trade Throughout the episode, Rhonda and Jordan return to the importance of education within the travel trade ecosystem. They discuss how destinations must educate not only buyers, but also their own stakeholders and partners about what it means to be "group ready," from accessibility and logistics to creating experiences that work for group travelers. The conversation also reinforces that travel trade is a long-term investment built on trust, consistency, and ongoing communication. Whether attending trade shows, hosting FAM tours, or participating in industry education, destinations that stay engaged and intentional are better positioned to build lasting partnerships and future visitation. Rhonda and Jordan share how follow-up, collaboration, and relationship management often become the deciding factors in turning industry connections into meaningful business opportunities over time. Resources: * Website: https://travelalliancepartnership.com/ [https://travelalliancepartnership.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 o f. Here is a quick tutorial on how to leave us a rating and review [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

475. Bridging Cultures Through Scuba Diving Trips, with Melanie Marsell & Kathleen Hall

On this episode of Destination on the Left, I talk with Kathleen Hall and Melanie Marsell, founders of Dive the Americas and Explore the Americas. Kathleen, who has called Costa Rica home for over a decade, and Melanie, who has roots in both the US and Central America, share the journeys of creating two innovative travel brands: Dive the Americas and Explore the Americas. We discuss how they're reshaping tourism by supporting local communities, collaborating with other travel professionals, and providing personalized guidance that helps travelers feel confident venturing into unfamiliar destinations. What You Will Learn in This Episode: * Why Kathleen and Melanie chose scuba diving as a specialty, and how their personal experiences inspired Dive the Americas * What sets their travel businesses apart in a crowded market, and how their deep regional expertise shapes their approach * How living in the region and understanding both U.S. and local cultures helps Kathleen and Melanie create authentic, meaningful travel experiences * Why saying no to misaligned business opportunities has been crucial in building companies that reflect their values * How collaboration with other travel professionals and agents has fueled their growth and led to innovative new programs * Steps Kathleen and Melanie are taking to promote responsible tourism and sustainability The Birth of Dive the Americas and Explore the Americas As novice divers, Kathleen and Melanie were struck by the lack of resources for beginner divers looking for immersive travel experiences in Latin America. The gaps they encountered while planning their own trips, from unreliable pickups to scarce destination information for divers, sparked the creation of Dive the Americas. They want to curate seamless, welcoming dive experiences and bridge the divide between underwater adventure and cultural travel. Standing Out by Putting People and Place First The competitive travel landscape makes standing out difficult, but Kathleen and Melanie credit their deep, lived local knowledge and passion for responsible tourism as their particular advantage. Their insider perspective lets them put together what both travelers and local communities need, ensuring sustainable, enriching exchanges for everyone. They stress the importance of supporting the economic well-being of local people, highlighting Costa Rica's leading role in renewable energy and commitment to responsible tourism as integral to every trip they design. This boots-on-the-ground dedication fuels deeply authentic, feel-good experiences for their guests, moving beyond just ticking off top attractions. Education, Sustainability, and Expanding Horizons Their latest projects tackle overtourism and champion authentic, less-trafficked experiences. Through a curated collection of restaurants, local businesses, and guides, the new initiative aims to provide both travelers and agents with up-to-date resources that keep the essence of places like Costa Rica intact, while distributing tourism benefits more equitably. Melanie and Kathleen believe education is key for travelers, agents, and partners so that everyone can make better, more aware choices. Resources: * Website: www.exploretheamericastravel.com [http://www.exploretheamericastravel.com/] * Instagram: https://www.instagram.com/exploretheamericastravel/ [https://www.instagram.com/exploretheamericastravel/] 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 [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

474. The 100th Anniversary of Route 66, with Rhys Martin

On this episode of Destination on the Left, I talk with Rhys Martin, President of the Oklahoma Route 66 Association and Preserve Route 66 Manager for the National Trust for Historic Preservation. We explore the fascinating history and ongoing cultural impact of Route 66, and how this 2,448-mile linear village has driven economic growth and inspired travelers around the world for nearly a century. As Route 66 gears up for its Centennial Celebration, Rhys shares behind-the-scenes insights on managing a celebration of this magnitude, the creative events planned along the legendary highway, and how local and national organizations are working together to secure Route 66's legacy for future generations. What You Will Learn in This Episode: * How Rhys became passionate about Route 66 and took on leadership roles in both local and national organizations dedicated to its preservation * Why Route 66 remains a powerful economic engine and cultural icon for communities * What makes the centennial celebration of Route 66 such a significant milestone * How planning such a widespread, multi-state centennial collaboration is managed * How communities along Route 66 have adapted to changes over time, reinventing themselves to stay vibrant and relevant after the highway was bypassed * Why increased communication and collaboration among state associations, local businesses, and international partners is crucial to ongoing success * What creative and large-scale events, like the Capitol Cruise and national caravans, are being organized to celebrate Route 66's 100th anniversary * How the Route 66 experience builds authentic connections between travelers, communities, and cultures Cultural Legacy of Route 66 Route 66 is a linear village, a chain of communities bound together by shared history and mutual destiny. Its legacy is evident in the preservation of historic theaters, vintage motels, quirky museums, and neon-lit diners, all lovingly maintained by local volunteers and business owners committed to keeping the legend alive. Over time, especially as interstates bypassed many towns, Route 66 evolved, communities that once faced decline have reinvented themselves as hubs of nostalgia and culture. Planning the Centennial With eight states and thousands of miles to coordinate, the Route 66 Centennial is a massive collaborative endeavor. Rhys shares how, since the 1980s, state Route 66 associations have formed a grassroots network, filling the organizational gap left when the federal designation was removed in 1985. These groups work together to create unified celebrations, coordinate marketing efforts, and share resources, exemplifying how communication and a shared purpose can overcome even vast geographical distances. The centennial plans include an ambitious Capital Cruise in Tulsa, aiming for a Guinness World Record with over 3,000 classic cars, cross-country caravans, and international motorcycle tours. The centennial is as diverse and dynamic as the road itself. Lessons in Partnership and Unity At the heart of Route 66's success is partnership, communication, and an ethos of shared benefit. What happens in Oklahoma brings value to New Mexico and Texas, and vice versa. The route becomes a metaphor for unity, proving that travel, when rooted in conversation and curiosity, can bridge differences and create genuine human connection. Resources: * Website: https://oklahomaroute66.com/ [https://oklahomaroute66.com/] * Website: https://route66centennial.org/ [https://route66centennial.org/] * Instagram: https://www.instagram.com/oklahomaroute66 [https://www.instagram.com/oklahomaroute66] * YouTube: https://www.youtube.com/channel/UCj-jbzQdNt4g2eqSIqTG2mQ [https://www.youtube.com/channel/UCj-jbzQdNt4g2eqSIqTG2mQ] 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 [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

473. Connecting Community, Nature, and Visitors at Cayuga Lake, with Astrid Jirka

On this episode of Destination on the Left, I talk with Astrid Jirka, Director of Tourism Initiatives at Discover Cayuga Lake. We discuss the difference between sustainable tourism and ecotourism, and Astrid shares more about the evolution of Discover Cayuga Lake from a community-focused organization into a tourism attraction. We also discuss the importance of being intentional and authentic in your messaging about your sustainable tourism goals and initiatives. What You Will Learn in This Episode: * How Astrid's professional journey, from international travel to study abroad initiatives, shaped her passion for sustainable tourism * What distinguishes ecotourism from broader sustainable tourism practices * How Discover Cayuga Lake evolved from a community-focused educational organization into an attraction that prioritizes local access and environmental education * What strategies Astrid and her team use to ensure that tourism revenue directly benefits the local community * Why being intentional and authentic is essential when communicating sustainable tourism initiatives, and what pitfalls to avoid in messaging * How Discover Cayuga Lake is planning for a greener future by using electric boats to minimize environmental impact * The advice Astrid offers to travelers and tourism operators on making conscious, community-focused, and sustainable choices From the Community Inward Many tourism attractions begin as external draws, building a product to entice outsiders and then, maybe, finding ways to circle back and benefit locals. Discover Cayuga Lake's origin story stands this model on its head. As Astrid explains, the nonprofit was founded as more than a cruise operator, it's a mission-driven initiative to connect residents with the natural wonder of Cayuga Lake and its surroundings. The organization started with local summer camp programming and environmental education for children, long before tourism was a central focus. This community-first approach shines through ongoing educational initiatives like the Floating Classroom, which brings local schoolchildren onto the lake to experience and understand watershed ecology, often for the first time. Turning Tourism Dollars Into Community and Conservation Wins A defining feature of Discover Cayuga Lake's business model is its use of earned tourism revenue to underwrite community access and environmental education. Tourists pay for enjoyable and informative cruises, then their dollars directly fund opportunities for local kids and support for the broader community. This integrated revenue model is possible and effective precisely because the organization operates as a nonprofit and is rooted in local partnerships and grant support. "We take that revenue, and we turn it over for community benefits and also to help essentially take care of the natural environment, which is the ultimate goal," says Astrid. Authentic Leadership in Destination Stewardship We also discuss the necessity of authenticity and intentionality, and building programs that genuinely support locals, communicate meaningfully with visitors, and ensure that sustainability isn't just a surface-level message, but something deeply woven into every aspect of the organization. Resources: * Discover Cayuga Lake [http://www.discovercayugalake.org/] * Astrid Jirka on LinkedIn [https://www.linkedin.com/in/astrid-jirka-17a24223/] 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 [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!

472. Events & Major Milestones as a Catalyst for Future Growth: Community Conversation

On this episode of Destination on the Left, I talk with Amir Eylon, CEO of Longwoods International; Debra Ross, author of "The Eclipse Effect" and founder of Kids Out and About; Jean Mackay, Deputy Director of the Erie Canalway National Heritage Corridor; and Jennifer Miller, Domestic Tourism Manager for Visit Detroit. Our discussion is all about how events and major milestones, from sporting events and festivals to milestone anniversaries, can become catalysts for future tourism growth and regional transformation. The panel shares their perspectives on the importance of preparation, partnerships, and long-term thinking, and you'll hear some practical strategies for maximizing the economic impact and future opportunities that come with hosting special events, no matter the size of your organization or your budget. What You Will Learn in This Episode: * How communities can strategically use major events and milestones as catalysts for economic development and future tourism growth * Why early preparation and diverse partnerships are critical to successful event planning * What recent research from Longwoods International reveals about American travelers' interest in events like America 250, FIFA World Cup, and the Route 66 Centennial * How organizations have expanded their reach and strengthened community identity by leveraging large-scale events * Why building partnerships creates lasting benefits that extend far beyond the event itself * How event-driven connections foster long-term collaboration and resilience within communities * Practical strategies panelists recommend for marketing events, engaging stakeholders, and sustaining the momentum for future opportunities The Power of Preparation One recurring theme across the panel was the vital importance of preparation. Debra Ross, who spearheaded Rochester's Eclipse Task Force explains that the most successful community events begin years in advance—sometimes long enough that people question your sanity! Preparation isn't just about logistics. It's about building community cohesion, nurturing enthusiastic leadership, and forging trust among diverse stakeholders. Healthy, resilient communities pull together early, overcoming skepticism, and allow space for a diverse range of voices and ideas. This diversity not only fuels creativity but also ensures that the event, and the connections it forges, resonate widely and last well beyond a single day. Events as Economic Engines Events have dramatic potential to spark economic growth, but the benefits often extend far past the event itself. Jean Mackay shared how the Erie Canalway National Heritage Corridor's bicentennial celebration was an investment in the region's future. Research revealed that events generate close to a billion dollars in annual economic activity along the canal. Armed with this knowledge, the Corridor's leadership expanded event sponsorship and created a marketing toolkit that united diverse partners under a single, cohesive brand. Similarly, Jennifer Miller details how Detroit has used sporting events—from the Super Bowl to the NFL Draft—to redefine its narrative as a vibrant, thriving city. Major events attracted international media, generated significant direct spending, and opened doors for future meetings, conventions, and leisure tourism, including bringing 775,000 people for the NFL Draft and more than $213 million in economic impact. Building and Sustaining Partnerships The secret sauce to transformative events lies in partnership. Whether through building a local host committee (a model started by Detroit and adopted by major sporting events nationwide) or cross-sector collaborations, successful organizers emphasize inclusivity and empowerment. Empowering organizations to run with the baton rather than wait for someone else to lead amplifies the reach and relevance of milestone events. These connections aren't just temporary. Debra shares how networks forged through eclipse planning served her community during a subsequent ice storm emergency, emphasizing the long-term value of partnerships. The American Astronomical Society's National Eclipse Task Force, for example, expanded their partnerships beyond scientists to include tourism, the arts, and transportation, strengthening future capacity and cross-pollination. Resources: * Website: https://travelalliancepartnership.com/ [https://travelalliancepartnership.com/] * https://travelalliancepartnership.com/events/events-major-milestones-community-conversation/ [https://travelalliancepartnership.com/events/events-major-milestones-community-conversation/] 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 [https://support.apple.com/guide/podcasts/rate-or-review-pod5facd9d70/mac] on iTunes!