Destination On The Left

Nicole Mahoney
  • 5.0 (113)
  • Marketing
  • Updated Weekly

Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.

  1. 2d ago

    Celebrating 500 Episodes: Ten Years of Creativity, Collaboration, and Lessons from the Tourism Industry

    On this milestone episode of Destination on the Left, I reflect on ten years and 500 episodes of conversations with tourism leaders, destination marketers, entrepreneurs, and changemakers. What began as an idea to give the tourism industry a stronger voice has evolved into a platform for sharing ideas, building relationships, and exploring what makes collaboration work. Looking back at the show's most-listened-to episodes and the experiences that have shaped my own professional journey, I share the lessons that have stayed with me: the importance of authentic connections, the value of strategy over tactics, the power of focusing on what we can control, and the unexpected opportunities that emerge when we stay curious and open to learning. This special episode celebrates not only how far Destination on the Left has come, but also how the people and ideas of the tourism industry can shape the way we think, lead, and work together. What You Will Learn in This Episode: Why giving the tourism industry a stronger voice was the idea that sparked Destination on the Left, and how that original vision has evolved over ten years  What the show's most-listened-to episodes reveal about the importance of authentic connection, practical expertise, and personal storytelling  Why strategy must come before tactics, and how a clear understanding of your audience and goals helps organizations make better marketing decisions  How strong relationships and collaboration can help businesses navigate challenges, build collective influence, and accomplish more together  What the tourism industry's response to the pandemic teaches us about service, preparation, and focusing on what we can control  How curiosity and unexpected connections can reveal new opportunities for destinations, businesses, and tourism professionals  How five hundred conversations have helped me grow as a leader and speaker, pursue original research on collaboration, and shape the evolution of my work  The Lessons Hidden in the Most-Listened-To Episodes Looking back at Destination on the Left's most-listened-to episodes, I discover that the conversations listeners connect with most are not necessarily the ones focused exclusively on industry expertise. From a personal solocast about life lessons to discussions about marketing strategy, travel advisors, crisis management, and novel tourism, the top episodes reflect the many different ways people learn from one another. I explore why sharing personal experiences can build meaningful connections with an audience and how the willingness to be authentic can be just as valuable as sharing professional knowledge. I also reflect on the importance of staying curious, recognizing that some of the most useful ideas come from conversations that challenge our assumptions or introduce us to an entirely new perspective.  These episodes also reinforce lessons that apply across the tourism industry. Effective marketing starts with strategy, not simply the latest platform or tactic. Strong relationships can be a business's most enduring asset, particularly during uncertain times. And when circumstances are beyond our control, focusing on what we can influence helps us continue moving forward. Together, these conversations have helped me identify recurring themes and translate individual experiences into insights that tourism professionals can apply to their own organizations.  How Collaboration Became a Defining Part of the Journey When I launched Destination on the Left, creativity and collaboration were the two themes I wanted to explore with every guest. Over hundreds of interviews, I heard stories of destinations aligning stakeholders around shared goals, competitors joining forces to address common challenges, and organizations combining their resources and expertise to achieve results they could not accomplish alone. One conversation with travel industry leader James Ferrara particularly reinforced the importance of relationships and the role collaboration can play when businesses face a shared challenge. These recurring examples encouraged me to look beyond individual success stories and investigate what makes partnerships effective.  That curiosity eventually led to original research on collaboration, a keynote, and my book, Stronger Together: Building World-Changing Business Collaborations. I reflect on how the podcast became an unexpected foundation for this work, giving me access to perspectives, experiences, and patterns that I might never have discovered otherwise. The journey illustrates how consistently asking questions and listening to others can lead to new areas of expertise and professional growth. It also reflects the evolution of TAP into a strategic partner for the tourism industry, helping organizations design, organize, and sustain collaboration.  Growing Through Consistency, Curiosity, and Connection Reaching 500 episodes has also changed my approach to leadership, public speaking, and professional development. I share how hosting the podcast pushed me beyond my comfort zone, helped me become a more confident speaker, and taught me to value authenticity over perfection. Listening back to interviews became an important part of that growth, allowing me to reflect on my own communication while identifying ideas and patterns that could inform future conversations. Over time, what began as an unfamiliar undertaking became a regular part of my professional rhythm and a source of continued learning.  As Destination on the Left celebrates 500 episodes and ten years of conversations, I invite listeners to reflect on the people, ideas, and unexpected connections that have shaped their own professional journeys. What began as an effort to give the tourism industry a stronger voice has become a reminder of what we can learn when we listen to one another, stay curious, and make room for collaboration. I close this milestone episode with deep appreciation for the guests who have shared their stories, the listeners who have become part of the community, and the team that has helped bring every episode to life. And as the next chapter begins, the invitation remains the same: keep asking questions, keep sharing what you learn, and keep looking for opportunities to build something stronger together.  Resources: Ep 209 Maintaining Focus Through the Hurdles of 2020, with Pascale Bernasse  Ep 389 5 Powerful Life Lessons for Graduates, with Nicole Mahoney  Ep 397 The Evolution of the Travel Advisor, with James R. Ferrara  Ep 426 Novel Tourism and Place-Based Storytelling, with Marilyn Higgins  Ep 439 Social Media and Shared Tactics, with Adrienne Currie and Brittany Lynn

  2. 4d ago

    Building a Better Group Tour: Understanding Economic Impact and Destination Readiness, with Lew Myers and Todd Read

    On this special series of Destination on the Left, created in partnership with the American Bus Association (ABA), I'm joined by ABA CEO Fred Ferguson for a conversation about the economic impact of motorcoach and group travel and the opportunities it creates for destinations. Lew Myers, Director of Government Relations and Research at ABA, shares findings from the organization's latest economic impact research and explains how local-level data can help tourism leaders make a stronger case for investing in group travel. Todd Read, Director of Sales and Services for SOIN Tourism in Southern Indiana, brings the destination perspective, exploring how relationship-building, thoughtful preparation, and collaboration with local businesses can help communities compete for group business. Together, these conversations highlight how better data and stronger partnerships can help destinations build a more sustainable and valuable group travel market. What You Will Learn in This Episode: What ABA's latest economic impact research reveals about the scale of motorcoach and group travel and its contribution to jobs, wages, taxes, and local businesses How county-level economic data can help destinations demonstrate the value of group travel and advocate for greater investment  Why translating research into a compelling local business case can change how community leaders view motorcoach tourism  What it takes to prepare attractions, hotels, restaurants, and other local partners to welcome motorcoach groups successfully  How group travel can help destinations fill seasonal gaps, support local businesses, and strengthen their tourism economy  Why consistent relationship-building, responsive service, and well-designed itineraries are essential to earning tour operators' trust  Making the Economic Case for Group Travel Understanding the economic contribution of motorcoach and group travel is essential to elevating its role in the broader tourism industry. Lew Myers shares findings from ABA's latest research, which estimates that motorcoach travel generated $161 billion in total economic activity in the United States, supported nearly 900,000 jobs, and generated $28 billion in taxes. The research also highlights the significant contribution of organized group travel, which generated $92 billion in economic impact and supported approximately 524,000 jobs in 2025.  One of the most important developments is the availability of economic impact data at the county level. Rather than relying solely on national or state figures, destinations can now better understand how motorcoach travel contributes to their own communities through business activity, employment, wages, and tax revenue. Lew and Fred discuss how this information can help tourism organizations make a more compelling case for investment, from marketing resources to bus parking, visitor facilities, and infrastructure. The conversation also explores how destinations can use this research as a baseline to understand their existing group travel business and identify opportunities to grow it strategically.  Preparing Destinations to Welcome Group Travel For Todd Read, the opportunity to grow group travel in Southern Indiana began with recognizing that a smaller destination could offer experiences that tour operators would find valuable and marketable. Located across the Ohio River from Louisville, Southern Indiana combines convenient access with group-friendly attractions, distinctive local businesses, and experiences that can be packaged into appealing itineraries. Todd explains that destinations need to look beyond their size and assess what they can offer groups, while ensuring their local partners are ready to deliver a positive experience.  That preparation requires practical coordination. A motorcoach may bring 40 to 50 visitors to a business at once, creating opportunities as well as operational challenges. Todd shares how working directly with local attractions and businesses can help address capacity limitations and create experiences that accommodate everyone. Whether that means coordinating smaller groups, building in time to explore downtown businesses, or ensuring adequate coach parking, the details matter. He emphasizes the importance of taking an honest inventory of a destination's readiness, developing a realistic itinerary, and understanding logistics before investing heavily in sales and promotion. When destinations prepare thoughtfully, they can create experiences that work for visitors, operators, and local businesses alike.  Building Relationships That Turn Opportunity Into Growth Both conversations reinforce that group travel is a relationship business. Todd explains that attending a trade show or making an initial introduction is only the beginning. Destinations need to keep showing up, develop their product, listen to tour operators, and build confidence through consistent, dependable service. Smaller destinations may not have the marketing budgets or anchor attractions of larger markets, but they can compete by being responsive, creative, and easy to work with. For tour operators assembling complex itineraries from a distance, a knowledgeable destination partner who can help solve problems is an important asset.  Strong relationships also extend beyond the destination's sales team. Hotels, restaurants, attractions, and local businesses all have a role in creating a cohesive group experience, and their participation helps ensure that tourism spending benefits the wider community. Todd discusses how group travel can help fill softer periods, particularly in the winter months, by giving destinations an opportunity to develop themed itineraries and bring reliable business to local partners when leisure visitation slows. Lew adds a complementary perspective, identifying overnight stays, international visitation, and stronger industry partnerships as opportunities for future growth. Ultimately, the goal is not simply to attract more buses, but to give groups more reasons to visit, stay longer, and contribute to the economic vitality of destinations.  Resources: Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/ Lew Myers Website: https://www.buses.org/ LinkedIn: https://www.linkedin.com/in/lew-myers-iii-38b605126/ Todd Read Website: https://www.gosoin.com/ LinkedIn: https://www.linkedin.com/in/todd-read-cdme-182ab73a/

  3. Oct 14

    Exploring Truth, Perspective, and Experience at the Museum of the Bible, with Matthias Walther

    On this episode of Destination on the Left, I talk with Matthias, Chief Marketing Officer at the Museum of the Bible in Washington, DC. With a career spanning journalism, aviation, and travel technology, Matthias brings a unique perspective to leading a museum experience rooted in one of history's most influential texts. We explore how the museum navigates complex perceptions, creates an inclusive and immersive visitor experience, and uses collaboration and storytelling to invite people from all backgrounds into meaningful exploration. This conversation highlights the power of clear brand identity, intentional design, and partnerships in shaping transformative visitor experiences. What You Will Learn in This Episode: How Matthias's diverse career journey shaped his approach to tourism, storytelling, and leadership  Why defining a clear value proposition is essential to standing out in a destination filled with options  How the Museum of the Bible positions itself as an inclusive, apolitical space for exploration and dialogue  What role brand archetypes like "sage" and "explorer" play in shaping visitor engagement  How intentional guest experience design, including ambassadors, enhances visitor connection and understanding  Why collaboration across sectors, faiths, and even competitors strengthens storytelling and impact  How evolving through experimentation and learning from mistakes supports long-term growth and innovation  Defining Identity to Cut Through the Noise In a destination like Washington, DC, where visitors have endless options, standing out requires clarity of purpose and message. Matthias shares that the Museum of the Bible focuses on a strong value proposition rooted in connection—helping visitors understand the broader cultural, historical, and societal impact of the Bible. By framing the museum experience around history, narrative, and impact, the organization creates multiple entry points for diverse audiences.  Equally important is defining what the museum is not. Matthias emphasizes that the organization cannot be everything to everyone, and clarity around identity helps attract the right audience. By positioning itself as both a "sage" and an "explorer," the museum balances intellectual depth with immersive storytelling, allowing visitors to engage at their own level of curiosity and interest.  Designing a Purposeful and Transformational Visitor Experience The Museum of the Bible has evolved its experience design with intention, focusing on how visitors move through and interact with the space. Matthias explains that early learnings revealed how overwhelming the museum could feel, leading to the introduction of ambassadors—staff members positioned throughout the museum to guide, answer questions, and support exploration.  This human-centered approach reflects a broader commitment to hospitality and mission alignment. Every team member, especially those interacting directly with guests, plays a critical role in shaping the visitor experience. By prioritizing warmth, openness, and dialogue, the museum creates an environment where guests feel welcomed regardless of their background or beliefs, allowing for deeply personal and sometimes transformative moments.  Collaboration as a Catalyst for Storytelling and Growth Collaboration is central to how the Museum of the Bible expands its reach and deepens its impact. Matthias shares how partnerships span a wide spectrum—from faith-based organizations and technology platforms to academic institutions and even other museums. These collaborations enable the museum to present diverse perspectives and enrich the narrative around the Bible's influence.  Exhibits and initiatives often emerge from these partnerships, bringing global artifacts and stories to Washington, DC. Matthias highlights the importance of approaching collaboration with openness and a shared commitment to exploration rather than a fixed agenda. By embracing multiple viewpoints, the museum strengthens its ability to tell a more complete and nuanced story, reinforcing its role as a space for dialogue, learning, and discovery.  Resources: Website: https://www.museumofthebible.org/ LinkedIn: https://www.linkedin.com/company/museumofbible/ Facebook: https://www.facebook.com/museumofBible/ Instagram: https://www.instagram.com/museumofBible X: https://x.com/museumofBible TikTok: https://www.tiktok.com/@museumofbible

  4. Oct 7

    Community Conversation: From Data to Decisions

    On this episode of Destination on the Left, I lead a dynamic panel discussion with Frida Bahja, James Sauter, Sondra Shannon, and Todd Aaronson on how tourism organizations can move beyond simply collecting data to making smarter, more strategic decisions. Each of my guests brings a unique perspective—from destination marketing organizations to technology providers and attractions—on how to identify the data that truly matters, connect insights across teams, and use emerging tools like AI to enhance decision-making. Together, we explore how data is shaping strategy, improving the visitor experience, and driving meaningful impact across the tourism ecosystem. What You Will Learn in This Episode: How to shift from collecting data to using it as a strategic decision-making tool  Why understanding your organization's key challenges should guide your data strategy  What types of data sources—from visitor insights to economic indicators—can inform smarter tourism decisions  How collaboration across teams and partners unlocks greater value from data  Why consumer behavior and sentiment are critical to shaping marketing, products, and experiences  What common challenges exist with data quality, integration, and interpretation—and how to navigate them  How AI is beginning to transform tourism workflows, insights, and operational decision-making  Moving from Data Collection to Decision Intelligence One of the central themes of this conversation is the importance of shifting from data accumulation to actionable insight. We explore how having access to more data than ever before does not automatically lead to better outcomes. Instead, we emphasize the need to start by identifying core challenges and the questions we're trying to answer. From there, it becomes much easier to determine which data sources are actually meaningful.  We also discuss how many organizations still default to reporting rather than interpretation. While dashboards and reports are valuable, we talk about how the real opportunity lies in connecting insights across multiple data points—such as visitor behavior, economic trends, and marketing performance—to guide strategy. This shift requires a new mindset, where data becomes a strategic asset embedded into everyday decision-making rather than a standalone function.  Breaking Down Silos and Strengthening Collaboration Throughout our discussion, I hear a consistent message about the need to break down data silos within organizations and across the broader tourism ecosystem. Too often, valuable insights remain isolated within specific departments, limiting their potential impact. By fostering cross-departmental conversations and sharing data more intentionally, we can better align efforts and respond more effectively to changing market conditions.  We also talk about the importance of collaboration beyond internal teams. My guests share how partnerships between DMOs, attractions, and even neighboring destinations can unlock shared insights and reduce the cost of accessing data. This kind of collaboration not only strengthens individual organizations but also elevates the destination as a whole by creating more cohesive and informed strategies.  The Future of Data: AI, Strategy, and Evolving Roles As we look ahead, we spend time exploring how artificial intelligence is beginning to transform the way our industry uses data. While AI has been around for some time, I hear from my panelists that its growing accessibility is accelerating how quickly we can analyze large datasets, identify patterns, and generate insights. At the same time, we recognize the importance of thoughtful governance, clear policies, and intentional implementation.  This evolution is also changing the role of data professionals. Rather than focusing primarily on reporting, researchers and analysts are becoming strategic advisors within their organizations. As I reflect on this conversation, it's clear that the ability to interpret data, provide context, and guide decision-making will be essential as tourism continues to shift toward a more holistic model of destination management and stewardship.  Resources: Website: https://travelalliancepartnership.com/ Frida Bahja Website: https://www.experiencekissimmee.com/ LinkedIn: https://www.linkedin.com/in/fridabahja/ James Sauter Website: https://rovemarketing.ca/ LinkedIn: https://www.linkedin.com/in/jamessauter/ Sondra Shannon Website: https://gatemaster.com/ LinkedIn: https://www.linkedin.com/in/sondrashannon/ Todd Aaronson Website: https://visitmodesto.com/ LinkedIn: https://www.linkedin.com/in/toddaaronson/

  5. Sep 30

    Blending Education, Conservation, and Scuba Travel, with Robin Reiner

    On this episode of Destination on the Left, I talk with Robin Reiner, founder of Robin Wing Travel, a niche agency specializing in scuba and sustainable adventure travel. With a background as a biologist, environmental educator, and science teacher, Robin brings a unique perspective to designing travel experiences that go beyond recreation. We explore how she integrates education, conservation, and hands-on experiences into her itineraries, why passion-driven niches can create powerful differentiation, and how collaboration and an abundance mindset have helped her grow her business in meaningful ways. What You Will Learn in This Episode: How Robin's background in biology and education shapes her approach to travel planning   Why incorporating hands-on conservation activities enhances the traveler experience   What it means to design trips that give back to local communities and ecosystems How to identify and avoid "greenwashing" when vetting travel suppliers   Why choosing a niche aligned with your passion can be a powerful differentiator   How collaboration and an abundance mindset create new business opportunities   What strategies help travel advisors attract the right clients in a competitive market   Designing Travel as Education and Impact Robin's journey from environmental educator to travel advisor is rooted in a consistent theme: teaching through experience. She shares how every trip she plans includes an educational component, often centered on marine conservation. From coral restoration projects to wildlife protection efforts, her itineraries invite travelers to actively participate rather than passively observe.  This hands-on approach not only deepens the traveler's connection to the destination, but also creates a sense of purpose. Robin emphasizes that meaningful travel experiences can inspire long-term awareness and stewardship, reinforcing the idea that tourism can be both transformative and responsible when designed with intention.  Building a Niche Through Passion and Purpose Rather than offering broad, generalized travel services, Robin has intentionally focused on scuba and sustainable adventure travel. She explains how aligning her business with her personal passions allows her to bring authenticity and expertise to every client interaction. Her ability to evaluate destinations through both an educator's lens and an ecologist's perspective sets her apart in a crowded marketplace.  A key part of this differentiation is her commitment to vetting partners carefully. Robin highlights the importance of looking beyond surface-level sustainability claims to ensure that resorts and operators are genuinely contributing to environmental and community well-being. This thoughtful approach builds trust with clients seeking meaningful, values-driven travel experiences.  The Power of Collaboration and an Abundance Mindset Robin's growth has been shaped not only by her niche, but also by her willingness to collaborate. She shares how relationships with other travel advisors, professional organizations, and industry partners have led to unexpected opportunities, from client referrals to new business partnerships.  Central to this success is an abundance mindset. Instead of viewing other advisors as competitors, Robin embraces a collaborative approach, recognizing that the right referral benefits both the client and the industry as a whole. These connections, often sparked through networking events or even casual conversations, demonstrate how shared knowledge and mutual support can expand reach and create long-term value for everyone involved.  Resources: Website: https://robinwingtravel.com/ LinkedIn: https://www.linkedin.com/in/robin-reiner-travel-advisor/ Facebook: https://www.facebook.com/robin.reiner.90 Instagram: https://www.instagram.com/robinwingtravel/ Services: https://robinwingtravel.com/services/fiji-2028/beqa-lagoon-volivoli-150690686

  6. Sep 23

    Finding Your "Tilt" and Owning Your Audience in an AI-Driven World, with Joe Pulizzi

    On this episode of Destination on the Left, I talk with Joe Pulizzi, founder of Content Marketing Institute, author, and creator of The Tilt newsletter. Joe shares his perspective on how individuals and organizations can stand out in an increasingly crowded and AI-driven content landscape. We explore the concept of finding your "tilt," why differentiation and consistency are critical to building trust, and how owning your audience can create long-term resilience. Joe also offers practical insights into collaboration, personal branding, and how tourism leaders can position themselves for what's next. What You Will Learn in This Episode: What Joe Pulizzi means by finding your "tilt" and why it's essential for differentiation  How to identify the intersection between your expertise and your audience's needs  Why consistency is one of the biggest predictors of success in content and audience building How AI is reshaping content creation and what opportunities still exist right now  Why owning your audience (especially through email) is more important than ever  How organizations can build trust by elevating individual voices instead of relying solely on corporate messaging  What role collaboration and strategic partnerships play in amplifying your reach and impact  Finding Your Tilt: The Intersection of Expertise and Need Joe explains that many organizations start their content strategy by focusing on what they want to say or sell, but overlook the importance of differentiation. The concept of "the tilt" challenges leaders to think more strategically about what they want to be known and needed for, and how that aligns with the specific needs of their audience.  He encourages a practical approach: identifying areas of expertise or passion and pairing them with clearly defined audience challenges. This intersection becomes the foundation for meaningful content and messaging. For tourism professionals, this could mean moving beyond broad destination messaging to focus on a distinct, ownable narrative that resonates deeply with a specific audience segment.  Trust, Consistency, and the Power of Owned Audiences A central theme in Joe's perspective is that success in content and audience-building comes down to two things: consistency and trust. Many organizations struggle not because of a lack of ideas, but because they stop showing up. Sustained, valuable content delivered over time is what builds meaningful relationships.  Joe also emphasizes the importance of owning your audience, particularly through email. While social platforms provide reach, they are ultimately rented space. Email, on the other hand, represents a direct, permission-based relationship that organizations control. In an environment where algorithms are constantly changing, this ownership becomes a critical long-term asset for destinations and brands alike.  Human Connection, Collaboration, and the Future of Content As AI continues to transform how content is created and distributed, Joe believes the differentiator will increasingly be human connection. Audiences are drawn to real people, authentic voices, and expertise they can trust. This shift is leading organizations to rethink how they communicate, moving toward a "trust portfolio" made up of multiple individual voices rather than a single corporate channel.  At the same time, Joe reinforces that differentiation does not mean isolation. Strategic collaboration—whether through partnerships, guest content, or shared platforms—can significantly expand reach and credibility. By aligning with others who serve the same audience, organizations can amplify their message while still maintaining a clear and distinct point of view.  Resources: The Tilt: https://www.thetilt.com/ LinkedIn: https://www.linkedin.com/in/joepulizzi/

  7. Sep 11

    Reconnecting People to Place Through Audio Storytelling, with Story Clark

    On this episode of Destination on the Left, I talk with Story Clark, founder of TravelStorys GPS, about how mobile audio storytelling is transforming the way visitors experience destinations. Drawing from her background in conservation and history, Story shares how her platform helps travelers connect more deeply to place through immersive, location-based audio tours. We explore how destinations can stand out in a crowded digital landscape, the power of storytelling as a driver of memory and engagement, and how collaboration and shared platforms can elevate both small and large communities alike. What You Will Learn in This Episode: How Story's background in conservation and history inspired a mission to reconnect people to place Why storytelling is the "currency of memory" and how it drives deeper visitor engagement How mobile audio tours create immersive, hands-free experiences that enhance—not distract from—travel What differentiates a high-quality audio tour from DIY solutions and why user experience matters How shared platforms create visibility and opportunity for destinations of all sizes Why analytics and data collection are critical for proving tourism impact and guiding strategy What tools like QR codes and scavenger hunts can deepen engagement and capture valuable visitor insights Storytelling as the Foundation for Connection Story Clark built her company around a simple but powerful idea: people are losing their connection to place. She shares how her work in conservation and history revealed a growing disconnect between individuals and their surroundings, inspiring her to create a platform that uses storytelling to bridge that gap. Rather than focusing on facts alone, her approach emphasizes narrative—because stories are what people remember, share, and carry with them long after a visit.  Through mobile audio tours that sync with a visitor's location, Story and her team help destinations bring their stories to life in real time. As travelers walk, drive, or explore, they hear stories tied directly to what they're experiencing, creating a deeper emotional and sensory connection. This approach turns the smartphone into a tool for engagement rather than distraction, allowing visitors to stay present while still learning and discovering.  Designing for Experience, Not Just Technology In a crowded marketplace filled with apps and digital tools, Story explains that differentiation comes down to experience. She emphasizes the importance of quality storytelling, thoughtful production, and a deep understanding of user behavior. Her team acts as an advocate for the end user, helping destinations shape stories that resonate and are delivered at the right moment to maximize impact.  Equally important is the support and partnership provided to clients. Story highlights how many organizations underestimate the complexity of creating effective audio experiences and benefit from guided processes, production expertise, and ongoing collaboration. This hands-on approach ensures that each tour not only meets technical standards but also delivers a compelling and memorable experience for visitors.  Collaboration, Data, and the Future of Visitor Engagement A central theme throughout the conversation is collaboration, both between destinations and across marketing channels. Story's shared platform model allows multiple destinations to benefit from collective visibility, creating a "rising tide lifts all boats" effect. Smaller communities gain exposure alongside larger destinations, while travelers enjoy a seamless experience across regions.  Beyond storytelling, Story is focused on helping destinations better understand and influence visitor behavior. By integrating tools like QR codes, scavenger hunts, and user surveys, her platform provides actionable data and insights. This allows organizations to move beyond inspiration to measurable impact—demonstrating how engagement translates into longer stays, increased spending, and stronger community connections.  Resources: Website: travelstorys.com LinkedIn: https://www.linkedin.com/in/storyclark/ Contact: story@travelstorysgps.com

  8. Sep 9

    How Storytelling Transforms Artisan Traditions into Meaningful Travel Experiences, with Patrick Greene

    On this episode of Destination on the Left, I talk with Patrick Greene, a documentary filmmaker and creator of Made with Love, a series that shines a light on artisans, their crafts, and the traditions behind them. Patrick shares how a project born during the COVID-19 pandemic evolved into a television series and a collection of small-group artisan tours designed to bring travelers behind the scenes and into deeper connection with the people and places they visit. We discuss the value of authentic storytelling, the unexpected overlap between filmmaking and tour operations, and how tourism can help preserve cultural traditions while creating meaningful connections between travelers and local communities. What You Will Learn in This Episode: How a personal family experience during the pandemic inspired the creation of Made with Love Why authentic human connections can create more lasting travel memories than visiting well-known attractions alone How Patrick transitioned from documentary filmmaking into creating bespoke, small-group artisan tours What makes working with local producers and community connections essential to authentic cultural storytelling How tourism can support artisans while helping preserve crafts, traditions, and cultural heritage Why small-group experiences can foster meaningful connections between travelers, artisans, and fellow guests What destinations and tour operators can learn from creating story-driven experiences rooted in local people and place From Filmmaking to Meaningful Travel Experiences Patrick's journey into tourism began with documentary filmmaking and a desire to share the people and places he encountered while producing Made with Love. During a year living in Bologna, Italy, with his family during the COVID-19 pandemic, he discovered the depth of Italy's artisan culture and saw firsthand how shutdowns and the absence of tourism were affecting local makers. Their passion and dedication resonated with him, inspiring him to use his storytelling skills to give these artisans a platform.  That experience eventually led to the creation of Made with Love as a television series and, later, the development of artisan-focused tours. As Patrick explains, the skills required to produce television translate surprisingly well to tour operations, from managing logistics and accommodations to creating itineraries and taking care of a group. More importantly, both forms of work depend on understanding people and creating an experience that allows their stories to come through authentically.  Putting Authenticity and Human Connection at the Center One of the central themes Patrick explores is the difference between simply seeing a destination and genuinely connecting with it. While iconic attractions remain important, he believes travelers often remember the people they meet and the stories they hear long after the trip is over. His tours are intentionally designed to move beyond crowded hotspots and give guests opportunities to meet artisans in their workshops, ask questions, and experience their crafts firsthand.  The small size of the groups helps make those connections possible. Patrick shares how artisans who had never welcomed travelers into their studios have embraced the opportunity to share their work, while guests gain a more personal understanding of the communities they are visiting. Those shared experiences also create connections among travelers themselves, with guests returning for additional Made with Love tours in other countries.  Tourism as a Tool for Preserving Craft and Culture At the heart of Made with Love is a mission to support artisans and help preserve the crafts and traditions that contribute to a community's cultural identity. Patrick shares stories of generational artisans, including families who have practiced the same craft for many generations, and describes the importance of creating opportunities for these makers to share their work with visitors.  The relationship can benefit everyone involved. Travelers gain access to experiences they might not otherwise encounter, while artisans have an opportunity to share their knowledge and generate additional income through guest purchases. As Patrick looks toward expanding the series and tours into new countries, he emphasizes the importance of working with local producers and community connections to identify crafts that are genuinely rooted in each destination. For him, authentic storytelling starts with listening to local people and allowing their culture and traditions to shape the experience.  Resources: Website: madewithloveartisans.com Made with Love on PBS: pbs.org/show/made-with-love LinkedIn: https://www.linkedin.com/in/patrick-greene-34a9876/

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Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.

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