Tourism Hub Podcast with Despina Karatzias

Institute of Excellence (Tourism & Small Business)
Tourism Hub Podcast with Despina Karatzias

Do you live and love tourism? Want to build and grow your tourism business and career? Tourism Hub will provide inspiration and education that will empower and ignite your excellence. Each week, I, your host, Despina Karatzias, will share insights and journeys of entrepreneurs and leaders in tourism. Our main aim is to learn proven strategies in tourism, digital marketing and social media and everything in between together to inspire YOUR excellence. Subscribe now and ignite your tourism excellence today. If you want to help ignite the tourism industry with a message of excellence Subscribe on iTunes (http://apple.co/2cbmgVx) and stay connected with special experience maker interviews, insights and inspiration to grow your tourism business and career.

  1. 1 DAY AGO

    055 │Building Resilience and Setting Records: Queensland's Tourism Journey

    In this captivating episode of the Tourism Hub Podcast, host Despina Karatzias engages in a dynamic conversation with Patricia O'Callaghan, the CEO of Tourism and Events Queensland, live from the beautiful Queensland. Together, they explore the resilience and innovation that has propelled Queensland's tourism industry forward amid challenges and opportunities. Patricia shares insights into the strategic recovery efforts following unprecedented weather events, emphasising the importance of listening and taking swift action. The discussion highlights the collaborative approach of Tourism and Events Queensland in supporting the industry, with over 500 operators involved in strategic planning sessions. The conversation also delves into the emotional impact of natural disasters on communities and the significance of mental health support for industry professionals. Patricia reflects on her experiences from regional tourism to her current state-level role, offering valuable lessons learned along the way. Listeners will be inspired by Queensland's bold marketing initiatives, including a successful campaign in the US featuring global icons like Bluey and Robert Irwin. Patricia's passion for the industry shines through as she discusses the transformative power of tourism in shaping communities and creating lasting memories. Join Despina and Patricia as they celebrate the spirit of Queensland's tourism and look forward to the opportunities leading up to the Brisbane 2032 Olympic and Paralympic Games. This episode is a testament to the strength and innovation of the tourism industry, offering inspiration and valuable insights for professionals seeking to elevate their businesses and careers. 00:53 - Recovery and Support Strategies 01:37 - Weather Challenges and Industry Response 05:17 - Mental Health and Emotional Toll 06:42 - Marketing and Global Campaigns 09:24 - Best of Queensland Program 11:18 - Inspirational Leadership and Future Goals 13:31 - Conclusion and Gratitude   Connect with Despina Karatzias: Website: Institute of Excellence LinkedIn: Despina Karatzias Instagram: @despinakaratzias   Follow us on social media for updates: Facebook: Institute of Excellence | Tourism Hub Podcast Instagram: @instituteofexcellencehq | @tourismhubpodcast | @despinakaratzias YouTube: Institute of Excellence | Despina Karatzias   Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence.   Embrace the transformative power of tourism and be part of the journey to 2032!

    15 min
  2. 28 NOV

    054 │Igniting Smart Marketing for 2025 Part 3: Digital-First Strategies: Essential Tools and Tactics

    In this enlightening episode of the Tourism Hub Podcast, host Despina Karatzias broadcasts from the beautiful Nusa Dua in Bali, continuing her seven-part series on igniting smart marketing strategies for 2025. Despina begins by celebrating the achievements of the State Tourism Award finalists and winners across Australia, highlighting the significance of the Quality Tourism Framework in elevating industry standards. This episode is dedicated to Lisa Ronson, a remarkable marketing leader whose legacy continues to inspire. Despina reminisces about Lisa's transformative contributions during her tenure at Tourism Australia, including the iconic Dundee Super Bowl campaign. The focus then shifts to "Digital First Strategies: Essential Tools and Tactics," where Despina shares the story of Norman, a charismatic beachside entrepreneur in Bali. Norman's journey underscores the importance of blending personal connections with digital strategies to expand business reach and sustainability. Despite his charm and dedication, Norman's lack of digital presence limits his market potential. Despina provides valuable insights into how businesses like Norman's can leverage digital tools and partnerships to enhance their offerings. She outlines practical steps for building relationships with local hotels, tourist information desks, and transport drivers to boost visibility and bookings. The episode also covers the creation of a simple yet effective website, harnessing social media, and automating communications to save time and effort. Listeners are encouraged to embrace a digital-first mindset, combining personal charm with technology to work smarter, not harder. Despina emphasises the transformative power of digital strategies in building credibility, increasing bookings, and freeing up time for what truly matters. Join Despina in this inspiring discussion and learn how to refine your approach with actionable tips and tools. Download the free eBook "Top 25 Marketing Mistakes Your Small Business Must Avoid to Thrive" and prepare to elevate your tourism business in 2025 and beyond. 00:41 - Celebrating Tourism Achievements 01:25 - Tribute to Lisa Ronson 02:33 - Introduction to Digital First Strategies 03:00 - Norman: The Beachside Entrepreneur 04:23 - The Importance of Digital Presence 07:54 - Building Digital Presence Through Partnerships 13:59 - Action Plan for Digital Success   Connect with Despina Karatzias: Website: Institute of Excellence LinkedIn: Despina Karatzias Instagram: @despinakaratzias   Follow us on social media for updates: Facebook: Institute of Excellence | Tourism Hub Podcast Instagram: @instituteofexcellencehq | @tourismhubpodcast | @despinakaratzias YouTube: Institute of Excellence | Despina Karatzias   Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence.   Embrace the digital-first mindset and let your business thrive!

    17 min
  3. 21 NOV

    053 │Igniting Smart Marketing for 2025 Part 2: Branding vs. Marketing - Getting Your Messaging Right

    In this insightful episode of the Tourism Hub Podcast, host Despina Karatzias continues her seven-part series inspired by the launch of her new eBook, "Top 25 Marketing Mistakes Your Small Business Must Avoid to Thrive." This episode focuses on the critical distinction between branding and marketing, offering listeners a comprehensive guide to crafting messages that resonate deeply with their audience. Despina passionately explains the essence of branding as the emotional connection and identity of a business, while marketing is the action that communicates this identity to the world. She shares personal insights from her journey with the Institute of Excellence, inspired by Maya Angelou's quote about the lasting impact of how you make people feel, which serves as a guiding principle in her work. Listeners will discover how iconic brands like Apple, Nike, and Disney masterfully combine branding and marketing to create unforgettable experiences. Despina also emphasises the importance of personal branding, illustrating how it aligns with business values through examples of influential figures like Oprah Winfrey, Richard Branson, and Elon Musk. The episode encourages tourism professionals to reflect on their personal and business brands, ensuring they align to build trust and authenticity. Despina provides actionable steps to craft a message that bridges branding and marketing, urging listeners to define their core values and communicate consistently across all platforms. Join Despina in this empowering discussion to learn how to harness the power of branding and marketing, creating lasting connections and standing out in a crowded marketplace. Don't miss the opportunity to download the free eBook and prepare for an exceptional 2025!   01:37 - The Essence of Branding 03:12 - Marketing: Bringing Your Brand to Life 04:01 - Iconic Brands and Their Strategies 05:41 - Personal Branding: Brand You 08:21 - Building Trust and Credibility 08:48 - Famous Examples of Personal Branding 10:03 - Aligning Personal and Business Brands 11:28 - Crafting a Resonant Message 12:53 - Defining Core Values and Principles 13:24 - Understanding Your Audience 13:38 - Consistency Across Channels 14:04 - Actionable Branding Challenge     Connect with Despina Karatzias: Website: Institute of Excellence LinkedIn: Despina Karatzias Instagram: @despinakaratzias   Follow us on social media for updates: Facebook: Institute of Excellence | Tourism Hub Podcas Instagram: @instituteofexcellencehq | @tourismhubpodcast | @despinakaratzias YouTube: Institute of Excellence | Despina Karatzias   Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence. Stay true to your brand and ignite excellence in everything you do!

    18 min
  4. 16 NOV

    052│Igniting Smart Marketing for 2025 Part 1: Building a Strong Marketing Plan

    In this exciting episode of the Tourism Hub Podcast, host Despina Karatzias embarks on a transformative journey with the launch of a seven-part series, celebrating the release of her new ebook, "Top 25 Marketing Mistakes Small Businesses Must Avoid to Thrive." This episode is the first in a series designed to equip tourism professionals with the foundational tools needed to excel in 2025. Despina delves into the intricacies of crafting a robust marketing plan, distinguishing it from a business plan, and emphasising its role as a strategic backbone for customer acquisition and engagement. She highlights the importance of a documented marketing strategy, noting that businesses with such plans are significantly more likely to succeed. Despina provides actionable insights into setting SMART goals, understanding target audiences, and leveraging digital marketing to create a customer-centric approach. Listeners will learn how to conduct a SWOT analysis to assess strengths, weaknesses, opportunities, and threats, ensuring a proactive and strategic approach to marketing. Despina also shares her personal experiences, offering practical steps to build a consistent and engaging social media and content marketing strategy, tailored to resonate with today's value-driven consumers. The episode underscores the importance of competitive research, encouraging tourism operators to understand market trends and differentiate their offerings. Despina wraps up with guidance on budgeting and tracking results, emphasising the need for data-driven decisions to maximise marketing impact. Tune in to discover how to lay the groundwork for a successful 2025 with a clear, focused, and strategic marketing plan that aligns with your business goals and meets the evolving expectations of your audience.   02:30 - A well planned marketing strategy is one of the most powerful tools in your business 08:36 - Using the SMART framework is the first step in creating a strong marketing plan 10:18 - Understanding your target audience is crucial to effective marketing 16:25 - Using a SWOT analysis can help you identify your strengths and weaknesses 18:04 - Building a social media and content marketing strategy within your marketing plan is crucial 29:14 - A successful marketing plan requires a realistic and intentional budget and target 32:26 - Download our free ebook 25 Marketing Mistakes to Avoid in 2025   Connect with Despina Karatzias: Website: Institute of Excellence LinkedIn: Despina Karatzias Instagram: @despinakaratzias   Follow us on social media for updates: Facebook: Institute of Excellence | Tourism Hub Podcast Instagram: @instituteofexcellencehq | @tourismhubpodcast | @despinakaratzias YouTube: Institute of Excellence | Despina Karatzias   Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence.   Let's make 2025 your strongest year yet!

    34 min
  5. 7 NOV

    051 │Crisis Preparedness in the Tourism Industry

    In this compelling episode of the Tourism Hub Podcast, host Despina Karatzias sits down with Mark Olsen, CEO of Tropical North Queensland, to discuss the critical importance of readiness and resilience in the tourism industry. As regions across Australia prepare for the summer season, Mark shares invaluable insights into the necessity of proactive planning and mental health support for tourism businesses facing climate challenges. Mark recounts the devastating impact of record-breaking floods in 2023, highlighting the urgent need for the industry to not only focus on attracting visitors but also ensuring their safety. He stresses the importance of holistic support for tourism businesses, considering both financial stability and mental wellbeing, especially in the face of increasing crises. The conversation delves into the significance of accreditation in crisis management, with Mark advocating for preparedness through the "Get Ready Week" initiative. He underscores the need for clear communication strategies and media engagement to accurately portray the resilience and recovery of affected areas. Tune in to learn how tourism operators can build robust networks and plans to navigate future challenges, ensuring they are not just surviving but thriving in the ever-evolving tourism landscape. 01:11 - October is Get Ready Week for Queensland's tourism industry 02:51 - Australian Regional Tourism Collective meeting to discuss response to December flooding 08:57 - The tourism industry needs to take preparedness seriously ahead of December 23rd 11:03 - Mark: The media always focus on the negative. So we need to be willing to challenge that   Connect with Despina Karatzias: Website: Institute of Excellence LinkedIn: Despina Karatzias Instagram: @despinakaratzias   Follow us on social media for updates: Facebook: Institute of Excellence | Tourism Hub Podcast Instagram: @instituteofexcellencehq | @tourismhubpodcast | @despinakaratzias YouTube: Institute of Excellence | Despina Karatzias Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence. Stay resilient, stay informed, and keep pushing the boundaries of excellence in tourism!

    16 min
  6. 31 OCT

    050⎢Boosting Marketing and Business Efficiencies Using AI – Meet DespinAI

    In this innovative episode of the Tourism Hub Podcast, host Despina Karatzias introduces a groundbreaking approach by delivering the episode through her AI-powered avatar, DespinAI. Episode 50 marks a milestone as Despina explores the transformative power of artificial intelligence in the tourism industry, offering practical insights into how AI can revolutionize marketing and operational efficiencies for tourism operators. Despina delves into the myriad ways AI can enhance business operations, from content creation and automating social media interactions to managing online reputations and generating captivating videos. She emphasizes the importance of balancing automation with the human touch, ensuring that AI serves as a tool to amplify authenticity and connection in tourism experiences. Listeners will discover four actionable AI applications to boost marketing and day-to-day operations: simplifying content creation with AI tools like ChatGPT, automating visitor messaging and social media, managing visitor feedback efficiently with Review Pro, and creating engaging video content with platforms like Lumen 5 and Capcut. Despina also highlights the pros and cons of integrating AI into business operations, providing a balanced view of its potential and challenges. As Despina shares her journey experimenting with AI, she inspires tourism professionals to explore these technologies, demonstrating that AI isn't just for big businesses but is accessible and beneficial for all. With an action plan to kickstart your AI journey, this episode is a call to embrace innovation and explore new possibilities in the tourism sector.   00:55 - Using AI to improve marketing and communications can boost efficiency and customer engagement 08:00 - AI powered platforms make it easy to create professional videos without hassle 09:19 - The Pros and Cons of AI in Business Operations AI technology is reshaping businesses 14:56 - Small business owners can embrace AI to scale their presence and explore new possibilities 16:05 - Actionable steps to help you start your AI journey     Connect with Despina Karatzias: Website: Institute of Excellence LinkedIn: Despina Karatzias Instagram: @despinakaratzias   Follow us on social media for updates: Facebook: Institute of Excellence | Tourism Hub Podcast Instagram: @instituteofexcellencehq | @tourismhubpodcast | @despinakaratzias YouTube: Institute of Excellence | Despina Karatzias   Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence. Stay curious, stay inspired, and most importantly, stay human!

    18 min
  7. 24 OCT

    049 ⎢The Evolving Experience Economy in Australia and New Zealand

    In this insightful episode of the Tourism Hub Podcast, host Despina Karatzias delves into the evolving experience economy in Australia and New Zealand. With a focus on the latest report from Arrival, Despina unpacks key trends, challenges, and opportunities for tourism experience makers in the region. As she navigates through the comprehensive insights from the report, she reflects on what these findings mean for businesses across the region. Despina discusses the importance of the experience economy, especially in the post-pandemic landscape where local and domestic tourism has rebounded more quickly than international markets. She highlights the critical nature of adapting to new trends, such as the rise in online and mobile bookings, and the necessity for businesses to leverage digital marketing and mobile optimisation. The episode also covers the adoption of dynamic pricing models, which allow businesses to maximise profitability during peak times and encourage bookings during quieter periods. Despina emphasises the need for small tourism operators to embrace technology and reduce reliance on OTAs to remain competitive. Tune in to discover actionable insights and strategies, including the use of booking software and channel managers, to optimise operations and improve business performance. Despina wraps up with key takeaways and an action plan designed to help tourism operators thrive in this ever-evolving landscape. 01:43 - Breaking down the data: Key takeaways from the arrival report 03:33 - The pivotal role of the experience economy in modern tourism 04:54 - Survey of 318 operators on dynamic pricing across Australia and New Zealand 08:46 - 44% of operators report booking volumes surpassing 2019 levels post-pandemic 10:30 - Half of all operators now use channel managers for efficient booking management 12:59 - Austrade report: 5,000 small tourism businesses projected to close between 2019-2023 15:44 - Reflecting on the evolution of the experience economy in Australia and New Zealand   References: Arival - The Outlook for Experiences in Australia and New Zealand Austrade - Tourism Businesses in Australia   Connect with Despina Karatzias: Website: Institute of Excellence LinkedIn: Despina Karatzias Instagram: @despinakaratzias   Follow us on social media for updates: Facebook: Institute of Excellence | Tourism Hub Podcast Instagram: @instituteofexcellencehq | @tourismhubpodcast | @despinakaratzias YouTube: Institute of Excellence | Despina Karatzias   Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence. Stay curious, stay adventurous, and let's continue building a stronger tourism industry together!

    18 min
  8. 17 OCT

    048⎢Highlights from the WTTC Global Summit: Conversations with ICF's Top Aviation and Tourism Experts

    In this groundbreaking episode of the Tourism Hub podcast, we’re honoured to have not one but two international experts on the show. Host Despina Karatzia welcomes Jane Thompson and Nikolaos Gkolfinopoulos of ICF. A long time friend and colleague, Nikolaos is Tourism Hub's first returning guest, making history as our first repeat appearance on the show! In this episode, Jane Thompson and Nikolaos Golfinopoulos from ICF highlight the organisation’s mission to build a more prosperous and resilient world through sustainable projects across various sectors, including aviation and tourism. Jane discusses the aviation industry's move toward sustainability, focusing on Sustainable Aviation Fuel (SAF) as a key solution to reducing carbon emissions by 2050. Nikolaos emphasises the importance of heat resilience in tourism, urging destinations to adapt to climate change through strategic planning. Both experts highlight the need for empathy, collaboration, and innovative solutions to address global challenges. They also share examples of best practices in sustainable tourism, such as Rwanda's well-managed gorilla tracking and Australia's commitment to environmental responsibility. Ultimately, the episode calls for using technology like AI to enhance efficiencies while maintaining human-centred approaches in solving tourism’s biggest challenges. 02:29 - Nikolaos discusses his journey at ICF 06:07 - SAF: The most realistic near-term solution for aviation 17:21 - The complexity of tourism and its challenges 18:01 - Nikolaos emphasises the urgency of climate action 27:25 - Australia's strong approach to sustainability measurement 29:46 - Best practices: Guerrilla families become gamekeepers 31:11 - World Travel and Tourism Council Forum in Perth, Australia 32:02 - NWA's sustainable tourism action plan for pilot destinations 38:05 - ICF's AI investment to improve tourism innovation 46:01 - Nikolaos and Jane discuss the future of tourism 50:27 - Jane and Nikolaos talk heat resilience in tourism About Nikolaos Gkolfinopoulos Nikolaos is the Head of Tourism of ICF, based in Madrid, Spain. He has 10+ years of experience in international tourism development. In his role with ICF, Nikolaos is working for and towards a sustainable future. He supports countries, destinations, and the private sector in solving their most complex tourism challenges related to climate change, heat resilience, social sustainability, crisis management and recovery, stakeholder engagement, and ever-evolving tourism trends. He places at the forefront of any development recommendations and action plans the inclusion of the local communities and the protection of natural assets. Throughout his career, he has recorded successful tourism development initiatives with governments and international donors. Nikolaos holds a M.A. of International Sustainable Tourism Management from Monash University, Melbourne, Australia, and a BSc in Economic Sciences from Aristotle University of Thessaloniki, Greece. He has lived and worked in Greece, Australia, and Spain. Before joining ICF, he worked as a tourism consultant and research supervisor in Australia, followed by seven years of service at the UN Tourism (World Tourism Organization). He held multiple roles within UN Tourism and in 2021, was appointed to the post of Senior Project Specialist within the Technical Cooperation and Silk Road Department. Nikolaos is currently actively involved in international projects on tourism sustainability, master planning, decarbonisation, and maritime tourism. He leads ICF´s tourism practice and engagement with key international industry bodies such us UN Tourism, the World Travel and Tourism Council, and the Global Travel and Tourism Resilience Council. He is a strong advocate of the role of tourism in contributing to the achievement of the Sustainable Development Goals (SDGs).   More on Nikos: https://www.icf.com/company/about/our-people/g/gkol

    56 min

Ratings & Reviews

5
out of 5
7 Ratings

About

Do you live and love tourism? Want to build and grow your tourism business and career? Tourism Hub will provide inspiration and education that will empower and ignite your excellence. Each week, I, your host, Despina Karatzias, will share insights and journeys of entrepreneurs and leaders in tourism. Our main aim is to learn proven strategies in tourism, digital marketing and social media and everything in between together to inspire YOUR excellence. Subscribe now and ignite your tourism excellence today. If you want to help ignite the tourism industry with a message of excellence Subscribe on iTunes (http://apple.co/2cbmgVx) and stay connected with special experience maker interviews, insights and inspiration to grow your tourism business and career.

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