Destination On The Left

Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. He was hired in 2011 as the Graphics Design Manager to handle the botanical brand management. Since then, Curt has worked his way up, earning a certificate in Not For Profit management. In 2015, he had the opportunity to take on his current role. Curt sits on many boards and committees related to tourism, such as the Heritage Corridor CVB, LaSalle County Tourism Coalition, the Looking For Lincoln/ Abraham Lincoln National Heritage Area, and the Ottawa History and Scouting Heritage Museum. Curt has always lived in the Ottawa Area, and he loves history and traveling so this seemed like a natural fit. Destination on the Left is joined by Curt Bedei, the Executive Director for the Ottawa Visitors Center in Ottawa, IL. On our podcast, Curt shares his journey into travel and tourism and talks about the creativity and collaborative efforts OVC has made to help their destination thrive. Learn about Ottawa's community-driven approach branding, and find out how they are responding to the difficult challenges brought forth by 2020. What You Will Learn in This Episode: Curt's journey into travel and tourism in Ottawa, IL Curt's advice to anyone who is graduating or just getting into travel and tourism during these difficult times How the OVC has been able to make Ottawa, IL stand out from the crowd How Curt and his team have used creativity and collaboration to help tourism thrive in Ottawa What Curt and his team did to develop the botanical brand for Ottawa, IL How Curt and his team engaged the city and community in their rebranding process How the OVC has responded to the new challenges posed by 2020 What Curt's team is doing to drive traffic to the outdoor attractions when a lot of other stuff is closed New projects in the works at OVC for 2020 and 2021 Ottawa Visitors Center Curt Bedei is the Executive Director for the Ottawa Visitors Center in Ottawa, Illinois. During his conversation with host Nicole Mahoney, Curt explains how Ottawa lives out its botanical brand. He talks about the discovery process for identifying what truly makes Ottawa stand out from the pack. And as a community, they have focused on developing an experience to live out the brand promise. Curt joins Destination on the Left to talk about how the Ottawa community has responded to the difficult challenges of 2020. He also dives into the regional collaboration that brought a national television program to their destination, which is still paying dividends today. Stay the Path Like many of the guests on Destination on the Left, Curt sort of stumbled into tourism. However, he quickly discovered that it was his calling, and since 2015, he hasn't looked back. Curt has had an inspirational career as the Executive Director. But before he ever started climbing the ranks, Curt had no idea where he would end up. He was a graduate of the Great Recession; a position similar to what many budding travel and tourism professionals are facing today. But because of that, Curt is no stranger to difficult times in this industry. He stresses the importance of staying your path and pushing forward no matter what because you can't plan for the opportunities that this industry will bring. You just have to be ready to capitalize on them when they arise and let nothing else get in your way. Rebranding Ottawa Curt's relentless determination is one of the main reasons the Ottawa Visitors Center has experienced such great success since he took the helm. When he joined the team at the Ottawa Visitors Center, they were looking to rebrand in order to stand out from the crowd and lift the community up. Curt and his team used creativity and collaboration to make that happen. They came up with the botanical brand in 2012, which focused heavily on developing gardens, art, and culture in the community. They revitalized the downtown area and did everything in their power to create a greater sense of pride in the community. This was all accomplished in collaboration with the city and the community itself—and the high level of support that was generated through this focus on engagement produced astonishing results. Website: www.pickusottawail.com LinkedIn: https://www.linkedin.com/in/curt-bedei-nfpc-a5973915/ https://www.linkedin.com/company/ottawa-visitors-center-inc/about/ Facebook: https://www.facebook.com/OttawaVisitorsCenter/ LinkedIn: https://twitter.com/pickusottawail LIVE EVENT: The Ottawa Visitors Center is hosting a virtual experience with Abraham Lincoln on August 12th at 7 pm. The live, online performance will combine period music with conversation and narrative by President Lincoln, using Lincoln's own words, while illuminating Lincoln's use of communication as a personal and political tool. This engaging show features Lincoln impersonator George Buss, and Illinois folk musician and folklorist Chris Vallillo. The performance will be followed by a Q & A with Buss and Vallillo. More information can be found on their website.

For Destination on the Left's solocast episode, I want to talk to you about virtual events. Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events, what a virtual event is, and how to host your own virtual event. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. What You Will Learn in This Episode: Why you should consider virtual events for your business What virtual events are and how they are structured The different types of virtual events How to host a virtual event, and the technology behind it How to determine what type of virtual event is best aligned with your organization's goals The benefits and drawbacks of using the video feature in virtual events The best digital platforms you can use to conduct your virtual events Live content vs. prerecorded How to incorporate interactive elements into your virtual event Are Virtual Events Right for Your Business? For Destination on the Left's solocast episode, I want to talk to you about virtual events, Our team has been working with several clients to assist them with virtual event planning, and so much valuable information has come out of our experiences. On our podcast, we talk about why you should consider virtual events in the first place. Then, we look at what a virtual event actually is, and how to host your own virtual event from a technological perspective. We also walk through a virtual event case study that exemplifies the process of turning a live event into a virtual event. This is a huge opportunity for all types of businesses, and it will provide you with tons of useful skills and content as business resumes. Virtual is Here to Stay There is a lot of skepticism around virtual events. Businesses aren't quite convinced of their longevity, engagement, and trackability. But the reality is that virtual events are here to stay. As hybrid events become the norm, there will be tons of new audiences to reach in new ways. Virtual events provide a one-on-one, intimate meeting style where buyers and sellers can plan for the future. In group settings, more people can participate in virtual events due to lower costs and lack of travel requirements. On top of that, all of the digital assets created for virtual events can be leveraged over and over again as time moves on. You can build on what you have, and repurpose content to build a robust resources library that will continue to generate business down the road. Working with Strategic Partners From virtual summits and conferences to consumer activations and award ceremonies, there are a bunch of different types of virtual events that your business can host. Depending on your organization's goals, resources, and timeline, some virtual events are much more effective than others. Marketing agencies are in the best position to help you select the best option and put it together because they utilize content development and digital marketing strategies on a daily basis. Even if you don't have most of the skills needed to develop a virtual event in-house. It is easy to collaborate with a strategic partner and create something memorable. Virtual events are a great way to build momentum as lockdowns are lifted, so I highly recommend incorporating one into your 2020 marketing strategy. Email: nicole@breaktheicemedia.com Website: www.destinationontheleft.com/summit Website: https://breaktheicemedia.com/ Twitter: @Break_TheIce Facebook: @BreakTheIceMedia

JoAnna Haugen is a seasoned writer, speaker, and founder of Rooted, a solutions-storytelling platform. Her work has been published in more than 60 print and online publications, including Fast Company, Popular Science, Mongabay, BBC, and CNN. Her time as a returned Peace Corps volunteer, commercial travel writer, intrepid world traveler, international election observer, and American expatriate informed the establishment of Rooted, a storytelling platform at the intersection of sustainable travel, environmental conservation, and community-focused advocacy efforts. Rooted's mission is to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and to help others do the same. Learn more about JoAnna's background here: https://www.joannahaugen.com/about/ Destination on the Left is joined by JoAnna Haugen, the founder of Rooted, a solutions storytelling platform. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination's story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic. What You Will Learn in This Episode: JoAnna's journey into the travel and tourism industry Why JoAnna was inspired to combat the damage caused by travel writing by creating her own storytelling platform How Rooted is helping destinations thrive Rooted's three target audiences, and how the platform brings them together as a cohesive force How JoAnna is using her platform to promote responsible travel communication and sustainable travel How JoAnna's experiences in Kenya shaped her entire perspective of the travel and tourism industry JoAnna's perspective on what destinations should be doing to stand out from the crowd How destinations can embrace the diverse voices of their communities Different ways destinations are using authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic Projects that JoAnna will be introducing in the near future Best practices from JoAnna's Collaboration in Crisis Guide The Power of Storytelling in Travel and Tourism JoAnna Haugen is the founder of Rooted, a solutions storytelling platform seated at the intersection of sustainable travel, environmental conservation, and community-based advocacy efforts. On our podcast, JoAnna and I have an amazing conversation about using the diverse voices of a local community to help tell that destination's story. JoAnna talks about how the world is a messy place, and she shares her thoughts around embracing the messiness to develop a greater sense of authenticity. Learn how JoAnna uses authenticity, creativity, and collaboration to navigate the new challenges posed by the global pandemic. Local Solutions with a Global Impact JoAnna says that "local solutions can have a global impact," and that nugget inspired her to look for ways to combat the damage and destruction that travel writing has on the destinations we travel to and the people we meet while we're there. It culminated in the creation of her storytelling platform "Rooted," which aims to responsibly document, support, celebrate, and share sustainable travel initiatives that put communities first and help others do the same. We need to communicate about people, places, and the planet in a way that can activate impactful change. To accomplish this, JoAnna focuses on three specific audiences: travel service providers, representatives for local travel initiatives, and content creators. Responsible, Sustainable Travel and Tourism Many of us travel to certain places because the people there have shaped the destination as we know it. At the end of the day, JoAnna's goal is to lift up local people, enterprises, and communities to highlight the work they're doing and create vibrant destinations. That is what drives Rooted's initiative to amplify everything being done on the local level. And in the midst of this global pandemic, we have an opportunity to tell an even greater story. If we want to maintain a sustainable travel and tourism industry moving forward, we need to do so in a way that lifts destinations up and paints them as something more than a pretty backdrop. Rooted's bi-weekly newsletter: https://www.joannahaugen.com/rooted/ Website: https://www.joannahaugen.com/rooted/ LinkedIn: https://www.linkedin.com/in/joannahaugen/ Twitter: @joanna_haugen

There's a southern accent, where Courtney Kasper comes from. She is a Sweet Home Alabama native, Florida State and Syracuse University graduate, and a Poodle person. Courtney is the current Equal Rights Heritage Center Visitor Experience Manager. She is a former associate publisher of Today's Central New York Woman, and a journalist with work featured in Time Out New York and Dance Magazine. Courtney is a direct descendant of Revolutionary heroine Nancy Morgan Hart, otherwise known as War Woman. Destination on the Left is joined by Courtney Kasper, the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to "being patient where you are with your place in life." We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic. What You Will Learn in This Episode: The purpose behind the welcome center and how it ties into Courtney's backstory The collaborative nature of the City of Auburn Historic and Cultural Sites Commission How Courtney has used creativity to help Auburn stand out from other destinations in the area How Courtney overcame the challenge of developing the welcome center's brand identity while preserving its history Different ways that Courtney has used creativity to navigate the pandemic What it means to "be patient where you are with your place in life" and how it relates to the work Courtney is doing now The Equal Rights Heritage Center Courtney Kasper is the Visitor Experience Manager at the Equal Rights Heritage Center in Auburn, New York. On our podcast, Courtney and I have an amazing conversation where she shares her approach to "being patient where you are with your place in life." We talk about the vast amount of ways that idea ties into her current work and the state of crisis we are currently experiencing. She walks us through the process she used to create a powerful brand identity for the building she was hired to manage. She also discusses the many collaborations and creative breakthroughs that enabled her organization to successfully navigate the challenges of the pandemic. More Than a Welcome Center The Equal Rights Heritage Center is unique because it is technically the official welcome center for the city of Auburn, New York. It is the headquarters for the City of Auburn Historic and Cultural Sites Commission, which was started to create a round table for all of the different site directors so they could create strategies to boost tourism in Auburn together. With exhibits like "Seeing Equal Rights in NYS," however, it is so much more than a welcome center. They are trying to promote tourism, but more importantly, they are trying to tell Auburn's story and the stories of the amazing people who made Auburn what it is today. Creating a New Brand Identity The collaboration between all of the historic and cultural sites has yielded great results for the City of Auburn. But creativity is what really helped the destination stand out from the pack. The Equal Rights Heritage Center has so many things under one roof, so Courtney had to develop a brand identity that captured the right amount of everything. Through the Market New York program, Courtney was able to work with an agency to create a powerful campaign highlighting the unique welcome center building and its equal rights exhibit. They built out content to highlight the unique backstory of the building, and they designed events to celebrate other aspects of Auburn as well. It was a difficult challenge, but Courtney was able to reinvent the welcome center's brand while preserving its history. National Susan B. Anthony House and Museum Votercade 2020 location on Saturday, June 13; Downtown Auburn Saturday Market June 20 – September 5; Auburn, NY Website: visitauburnny.com LinkedIn: https://www.linkedin.com/in/courtneykasper/ Facebook: https://www.facebook.com/equalrightsheritage/ Twitter: @NYSERHC

Adam Stoker has been in marketing now since 2007. In 2012, he got his first experience in marketing for tourism destinations. From that point forward, he knew he had found his passion. Since then, Adam has worked with destinations across the country to improve their marketing, branding, and use of technology. He is the President and CEO of an advertising agency focused on marketing for tourism destinations. It's called Relic, and it's in Provo, Utah. Adam started the Destination Marketing Podcast in May of 2019. After having so many amazing guests come on the show and share their knowledge, he realized he needed to curate all of that content into a book. This is his first time doing something like that and he's really proud of it. Adam's hope is to release a new edition every year, as the industry is always changing. He is a father of four and married to the girl of his dreams. Without their support, this never would have been possible. Adam lives in Salem, Utah. Destination on the Left is joined by Adam Stoker, the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. On our podcast, Adam talks about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out at this time. And he also explains what destination marketers can do to reach the right audiences at the right time during reopening travel. What You Will Learn in This Episode: Adam's journey into travel and tourism How starting his career during the Great Recession prepared him to deal with the COVID-crisis Brands that have done an amazing job using creativity and collaboration to stand out from the crowd The impact of crisis on creativity in the world of destination marketing How Adam's agency has used creativity to overcome recent challenges How Adam helped his clients navigate the unique obstacles presented by the pandemic What Adam's team came up with to help clients stay top of mind in a socially responsible way How Relic approached its clients' recovery campaigns How to access Adam's worksheet to create a plan and implement the changes Marketing for Post-Lockdown Travel Adam Stoker is the President and CEO of Relic, an advertising agency in Provo, Utah that specializes in destination marketing. He is also the host of the Destination Marketing Podcast, where he interviews industry experts from a wide range of tourism focuses. On our podcast, Adam joins us to talk about the impact that the COVID-19 pandemic has had on the tourism industry as a whole. He shares examples of creative marketing that has helped destinations stand out during this crisis. And he also explains what destination marketers can do to reach the right audiences at the right time in the reopening travel market. A Resurgence of Creativity There is a whole generation of people in the destination marketing industry that has not lived through a crisis. Adam's journey into the travel and tourism industry started at the beginning of the great recession, and it ended up being a blessing in disguise. Learning how to navigate a crisis is going to benefit you for the rest of your career because challenges will continue to arise. Ten years of sustainable growth has devalued creativity in the travel and tourism industry, but this crisis has forced brands to find new ways to stand out from the crowd. DMOs generally operate within a small geographic area with similar features to their competitors, so it is important to move past the first idea at the brainstorming session. From Oregon's animated campaign to Nebraska's "Nebraska is Not for Everyone" campaign, there is a lot of good stuff out there right now. Backs Against the Wall Times of crisis produce some of the greatest challenges DMOs will ever have to overcome. But when our backs are against the wall, we inevitably do some of our very best work. Since every single one of Adam's clients was facing similar struggles as a result of the pandemic, the first thing on the agenda was to create temporary destination messages to keep them top of mind. The next step was to help clients create their recovery campaigns, which for many of them would be the difference between having a job or not having a job when everything is all said and done. Adam's team produced some of the greatest work they have ever done during that time, and it will have a significant impact on their clients moving forward. Adam's Book: https://www.amazon.com/dp/B0866BMCNH/ Destination Marketing Podcast: https://www.relicagency.com/content Website: https://www.relicagency.com/ LinkedIn: https://www.linkedin.com/in/adamstoker/ https://www.linkedin.com/company/relic-advertising/ Facebook: https://www.facebook.com/RelicAdvertising/

Colleen Siuzdak is the Manager of VISIT Staten Island, a campaign run out of the Staten Island Borough President James Oddo's Office of Tourism and Cultural Affairs. This office, created in June 2017, invites visitors to explore the borough's many parks and cultural attractions, while encouraging residents to explore their own backyard. Start your journey to Staten Island on the free Staten Island Ferry and see the many offerings of the Unexpected Borough! Jennifer Sammartino is a former journalist and experienced communications professional with a particular interest in serving the community. She's fresh off serving as the first-ever Director of Tourism and Cultural Affairs for the Office of the Staten Island Borough President. And she is ecstatic to take on new challenges as Deputy Chief of Staff. Destination on the Left is joined by Colleen Siuzdak and Jennifer Sammartino from the Staten Island Office of Tourism and Cultural Affairs. During our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism! What You Will Learn in This Episode: Colleen and Jennifer's journey into the travel and tourism industry How the free Staten Island Ferry has made an impact on the Unexpected Borough's visitor numbers Why the VISIT Staten Island campaign entices visitors to explore the many offerings of the Unexpected Borough The challenges of marketing a destination in such close proximity to Manhattan Creative ways in which VISIT Staten Island has collaborated to boost tourism How the decline in international travel has impacted their marketing strategy How Colleen and Jennifer have embraced Staten Island's parks and lower population density as they restructure their marketing efforts Best practices that have made Colleen and Jennifer's partnerships successful How Colleen and Jennifer are taking a more holistic approach to destination marketing VISIT Staten Island Colleen Siuzdak and Jennifer Sammartino join us from the office of the Staten Island Borough President, James. S. Oddo! Colleen is the manager of VISIT Staten Island, a campaign highlighting the borough's many parks and cultural attractions for visitors and locals alike. Jennifer is the Deputy Chief of Staff for the Office of Tourism and Cultural Affairs. Together, they form an unstoppable destination marketing team. In our conversation, Colleen, Jennifer, and I discuss the different ways VISIT Staten Island entices visitors to explore the Unexpected Borough. We talk about the challenges of marketing a destination so close to Manhattan, and the creative ways in which VISIT Staten Island has collaborated to boost tourism! The Unexpected Borough As we all know, the tourism and hospitality industry is extremely competitive—especially when a destination is nestled in the heart of a tier-one city like NYC. To help the Unexpected Borough stand out from the crowd, Colleen and Jennifer stretched their creative and collaborative efforts as far as they would go. They worked with the Staten Island Chamber of Commerce to hire a marketing agency that could help with some of the heavy lifting. They held workshops with cultural stakeholders in the area such as museums and art galleries, so they could rebrand Staten Island through that lens. Colleen and Jennifer created a unique and refreshing image for Staten Island, which gave them a platform to form partnerships and build itineraries moving forward. You Haven't Seen New York Until You've Seen Staten Island The "Unexpected Borough" tag line has taken off, and people are using it everywhere. It has been so well-received because the entire campaign is completely void of desperation and packed with confidence. Staten Island isn't begging people to visit, they are asserting the notion that you haven't truly seen New York without visiting Staten Island. There is so much to offer, and so much love to spread, which is why Colleen and Jennifer have seen such a great return on their investment in this project. When people finally do get to see Staten Island, they are proactively sharing their experiences for the world to see. It has created a compound effect that is driving visitor traffic to this day. Website: www.visitstatenisland.com https://w www.StatenIslandUSA.com LinkedIn: https://www.linkedin.com/in/visit-staten-island-7946a814a/ Jennifer's LinkedIn: https://www.linkedin.com/in/jennifer-sammartino-mallen-212b414/ Colleen's LinkedIn: https://www.linkedin.com/in/colleen-siuzdak-b6561a62/ Facebook: https://www.facebook.com/VisitStatenIsland/ Twitter: @SI_Tourism

Robb Wells, President and CEO of the Greater Beaufort-Port Royal CVB, has been a Destination Marketing Professional for more than 15 years. Starting his career as Executive Director for Duplin County Tourism in North Carolina before moving to become Sr. Director of Marketing at the Knoxville Tourism & Sports Corporation and then became Vice President of the Tourism Division for the Beaufort Regional Chamber of Commerce before taking on his current role as President and CEO of the CVB. Robb is successful at establishing the vision and strategies necessary to ensure a destination's continued success. He excels at creating relationships, networks, and business connections while partnering with all core tourism constituents to significantly increase the area's visitor experience and overall economic impact. In this episode of Destination on the Left, we are joined by Robb Wells, the President and CEO of the Greater Beaufort-Port Royal Conventions and Visitors Bureau in South Carolina. During this conversation, Robb discusses his journey in the travel and tourism industry, and he shares invaluable lessons about responding to adversity and uncertainty. Learn how Robb's organization is using creativity and collaboration to cut through the noise and make a positive impact on the Beaufort community. What You Will Learn in This Episode: Robb's journey into the travel and tourism industry Robb's role as the President and CEO of Greater Beaufort-Port Royal CVB How Robb's experience with collaboration and interdepartmental connectivity has changed since he first started Why partnerships shape the perception of DMOs in their communities How Robb has used creativity to make Beaufort stand out from the crowd How Beaufort builds powerful public relations campaigns to cut through the noise How Robb uses creativity to overcome the adversity and uncertainty of hurricane season Future projects for the light at the end of the tunnel How Robb is working with other departments and organizations to create something bigger than themselves Advice for how to approach a successful collaboration Greater Beaufort-Port Royal CVB Robb Wells is the President & CEO at Greater Beaufort-Port Royal CVB in South Carolina. Robb started his journey in travel and tourism with a DMO in a small rural community that was still under economic development. The lessons and experience Robb picked up in that role set the stage for his career and prepared him to lead the operation with the Greater Beaufort-Port Royal CVB. In this episode of Destination on the Left, Robb shares invaluable insights about responding to adversity. Robb's community has to prepare itself for hurricane season every year and the lessons he has learned from dealing with that uncertainty are widely applicable to other scenarios as well. Never Stop Learning Robb's first day on the job was a governor's conference. As a twenty-four-year-old who got thrown into the deep end, Robb had to learn on the fly and work outside of his comfort zone constantly. It is something most of us do now and then, but to this day, Robb is educating himself regularly to serve his community the best he can. Whether you find tourism or tourism finds you, it is important to stay ahead of the changing landscape by leveraging all of the resources you can find. Travel and tourism is a highly competitive space that requires creativity and collaboration to thrive in, and it is woven into the fabric of our communities' economies. More Than Tourism When Robb first got into the travel and tourism industry, everything in his community's tourism strategy was siloed. Robb put a lot of energy into facilitating interdepartmental connectivity and collaboration. He maintains that emphasis to this day because it shapes the way communities view DMOs. People might not understand the tourism industry, but they understand the role of a DMO in their community because of the prevalence of partnerships. Robb is working with his partners on things like content creation and festival production, contributing to an even greater presence of the CVB in Beaufort. Whether it is aggressive public relations campaigns or new attractions, Robb's organization is focused on a much bigger picture than tourism alone. They are making an impact on the Beaufort community with everything they do. Website: http://www.beaufortsc.org/ LinkedIn: https://www.linkedin.com/in/Robbwells/ https://www.linkedin.com/company/greater-beaufort-port-royal-convention-and-visitors-bureau/ Facebook: https://www.facebook.com/BeaufortSC Twitter: @Visit_Beaufort @WellsRobb

Jillian Blackbeard's passion lies in Africa Tourism and Conservation. She has been leading the industry for over 10 years specifically marketing, first for a Southern African hotel and resort chain, followed by five years as director for marketing and product development at Botswana Tourism Organisation, followed by Director for Africa for The World Travel and Tourism Association. She is now the CEO of The Victoria Falls Regional Tourism Association, the first purely private sector driven organization representing the entire KAZA region (Botswana, Namibia, Zambia and Zimbabwe) which is undertaking an ambition destination marketing strategy and campaign at all levels of the tourism supply chain. Jillian's passions extend to conversation, managing the Tlhokomela Endangered Wildlife Trust for five years and continues to support projects that link tourism with conservation. Over the past years she has spoken at international conferences and events on the importance of Intra-African Travel and opportunities and challenges for the sector across the African continent. On our podcast, we are joined by Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first private sector-driven organization representing Africa's KAZA region (Botswana, Namibia, Zambia, and Zimbabwe). During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region. What You Will Learn in This Episode: How Jillian's career led her to travel and tourism, and how she helped form The Victoria Falls Regional Tourism Association How female mentors within and outside of the industry have had a profound impact on Jillian's career Why women in the travel trade, especially in Africa, face unique challenges and obstacles Why networking and forming relationships can create remarkable new opportunities Why Jillian's organization was formed to address a deep need in Africa's KAZA region How collaboration among many groups has become the backbone of Jillian's organization How the network has helped members more efficiently reuse their limited resources How the association takes a multi-destination approach to the region at all levels of the supply chain How broad reach and participation is helping position Africa as a desirable travel destination Creating a Powerful Collaborative Network Jillian Blackbeard, CEO of The Victoria Falls Regional Tourism Association, the first purely private sector-driven organization representing the entirety of Africa's KAZA region (Botswana, Namibia, Zambia, and Zimbabwe) and the region's many enticing travel destinations. During our discussion, Jillian shares how her association is creating a powerful, collaborative network to promote the many travel destinations worth visiting throughout the region. One Region, Many Destinations As Jillian explains during our conversation, one of the integral elements of her association that sets it apart from others like it is its focus on promoting the entire African region rather than one or two specific destinations. The association works to involve businesses at all levels of the supply chain to help cross-promote them and to help them share and repurpose their content and limited resources. By working together, each business is able to amplify its reach and minimize its marketing costs, while still reaping profound benefits and helping to elevate the entire region and its many destinations. The Power of Networking and Collaboration A theme that Jillian comes back to time and again during our discussion is the power of collaborative and mentor-mentee relationships. As she explains, women in the travel trade often face challenges different from male counterparts, especially in developing regions. Working together and forming a network of partnerships and mentorships can benefit everyone involved, as Jillian illustrates when she shares the profound impact other women mentors within the industry have had on her own career and opportunities. So too, forming a strong network of collaborators has helped The Victoria Falls Regional Tourism Association and its individual members pool resources to develop a unified message highlighting the region's many attractive qualities. The Victoria Falls Africa's Eden Digital Destination Solution Website: www.thevictoriafalls.travel LinkedIn: www.linkedin.com/in/jillian-blackbeard-50150b1

Julia Feuell grew up in Auckland, New Zealand and settled in the UK in the 1980s. She set up New Frontiers in 1993, recruiting staff all over the travel industry. In 2008, Julia had an idea to create a training academy for call center workers to learn about products and destinations online. This idea transformed into another business called OTT – a global product marketing and communications business accessed by more than 180,000 travel professionals in 17 languages and in 22 countries. Julia has actively participated in committees – AWTE (as Chair 06-08), Recruitment & Training committee for ABTA, City and Guilds National Advisory Committee (as Chair 2012) and People 1st training committee. She has been interviewed twice by the BBC for NEWS24. Julia was also a finalist for "Outstanding Services to the Travel Industry" by the Guild of Travel & Tourism and won "Woman Entrepreneur of the Year" at the 2008 Shine Awards. She enjoys Tai Chi, yoga, eating out in good company, and riding on the back of fast motorbikes! On our podcast, we are joined by Julia Feuell, Founder and Managing Director of OTT (Online Travel Training), a global product training and marketing platform for the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts. What You Will Learn in This Episode: How Julia and her team founded OTT as a training academy and grew their content offerings Why travel professionals across many aspects of the industry are OTT's target audience How OTT offers a unique platform for centralizing content and releasing it in 23 countries Why creative thinking is the solution to navigating the challenge of the global pandemic What innovative solutions and offerings OTT has created for members to help address today's challenges How and why OTT is opening its platform to new tourism niches such as domestic tourism How collaboration with competitors and adjacent tech has been a key component of OTT's efforts What advice Julia would offer to listeners looking to make strong partnerships and collaborations How OTT has teamed up with an economist to research and track the recovery process Training: The Key To Post-Pandemic Recovery Julia Feuell is the Founder and Managing Director of OTT (Online Travel Training, a global product training and marketing platform for industry professionals across all aspects of the travel trade. During our discussion, Julia shares how her organization is working to train travel professionals and prepare them for lasting post-pandemic changes in the industry, while also developing new partnerships and new technologies to help with industry recovery efforts. A Wide-Reaching Platform Julia's organization, OTT, is unique in that it has a broad global reach across 23 different nations and numerous and varied markets. OTT's clients are able to expand their message while also saving money on B2C advertising costs. Additionally, OTT hosts a vast learning library catering to travel professionals, with more than 200 courses on offer in the industry's largest e-learning platform. During this unique time of crisis, OTT has shifted its focus to helping industry professionals learn to adapt to the changing landscape of the travel trade as the global pandemic has dramatically (and in many cases, permanently) altered how the travel trade will work. Monitoring the Recovery Process and the Shifting Needs of the Industry One of OTT's core functions during this crisis is to help members cut through the confusing and often conflicting messages to better understand what is happening in the industry during this pandemic. Julia mentioned that domestic travel is likely to be an increasingly important share of the industry as people's travel habits and expectations change. In fact, during our conversation, one of the points Julia mentioned is that OTT is going to begin researching and collecting information from the global recovery effort to help members better understand what is and isn't working and to make more informed choices regarding capacity and where to focus their efforts. This information will prove invaluable as the travel trade begins moving forward again. 3 months of free training for all destinations and suppliers: www.ott.travel LinkedIn: www.linkedin.com/in/juliafeuell/ www.linkedin.com/company/ott/ Facebook: www.facebook.com/onlinetraveltraining/ Twitter: @julia_feuell @traveltraining Episode Transcript 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/

A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations. Prior to joining Destinations International, Welsh served as the President and CEO of Choose Chicago. Welsh also held the CEO position at the Indianapolis Convention & Visitors Association and the Seattle Convention & Visitors Bureau. Prior to joining the destination marketing industry, Welsh served as senior vice president for Westin Hotels at its corporate headquarters, and has also held senior leadership positions in sales and marketing for Westin Hotels and Resorts, The Ritz-Carlton Hotel Company and the MGM Grand Hotel/Casino in Las Vegas. A seasoned tourism executive with more than 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations. On our podcast, we are joined by Don Welsh, the President and CEO of Destinations International. In our discussion, Don shares his perspective on the impact the pandemic is having on the tourism industry. He explains the current and future role of DMOs, the funding challenges they are facing, and how the pandemic has equalized the tourism industry. What You Will Learn in This Episode: Don's perspective on the impact the pandemic is having on the tourism industry The roles of DMOs now and how they will change in the future The funding challenges DMOs are facing amidst the pandemic How the global pandemic has equalized the tourism industry How the relevance of tourism organizations has been exposed The concept of community shared-value and Don's new project, Destination Next How DMOs are being incorporated into reopening discussions How smaller destinations are approaching their reopening Why DMOs and the brands they uphold are instrumental in getting tourism moving again The Equalizer of Travel and Tourism Don Welsh is a veteran of travel and tourism, and he currently serves as the President and CEO of Destinations International. Throughout his career, he has accrued more than thirty-five years of experience in our industry, holding several senior leadership positions with international brands like Westin Hotels and Resorts, The Ritz-Carlton Hotel Company, and the MGM Grand Hotel/Casino. On our podcast, Don shares his perspective on the impact the pandemic is having on the tourism industry. He discusses the current and future role of DMOs, the funding challenges DMOs are facing amidst the global pandemic, and he also talks about how the pandemic has equalized the tourism industry. A Universal Flattening of Our Industry Don's organization represents more than six hundred CVBs and DMOs in over thirteen countries. So the good news is, he has a pretty strong grasp on what's happening in travel and tourism around the world. Unlike localized natural disasters and other disruptive events that are unique to each DMO, this pandemic has been an equalizer. It has been a universal flattening of our industry, and from South America to Europe, we are all experiencing a similar struggle. It has been a time of transformation, where historic highs for airlines, restaurants, and hotels were tanked almost overnight. We quickly learned what it's like to not have that, and DMOs are adapting as a result. More Relevant Than Ever For a long time, DMOs have made up an invisible industry. They operate quietly in the background doing significant work that often goes unacknowledged. But the relevance of tourism organizations in our communities has been exposed by the global pandemic. The concept of community shared-value ensures there is an alignment with tourism organizations and their local communities. To achieve sustainable tourism down the road, we need to promote the same level of understanding and awareness for DMOs as we do for other organizations in the community. A significant evolution must take place to respond to changes presented by the pandemic, and with the oversight of organizations like Destinations International, the process is already underway. Website: destinationsinternational.org LinkedIn: https://www.linkedin.com/company/destintl/ https://www.linkedin.com/in/don-welsh-76520b1a8/ Facebook: https://www.facebook.com/destintl/ Twitter: @destintl