Destination On The Left

Nicole Mahoney
  • 5.0 (112)
  • 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. 6d ago

    Food Tourism Begins with People: Conversations from the Taste of Place Summit

    On this episode of Destination on the Left, we bring you the first of two Roadshow episodes recorded live at the 2026 Taste of Place Summit in Edmonton, Alberta. Hosted by the Culinary Tourism Alliance in partnership with Explore Edmonton, the Summit gathered culinary tourism and agritourism leaders, destination professionals, farmers, chefs, producers, and artisans from across Canada and beyond to explore how food connects visitors to people, culture, and place. Through conversations with Tam Anderson, Jenni Lessard, James Eddington, Carl-Éric Guertin, and Monica Frost, we uncover a common thread: the most memorable culinary tourism experiences begin with the people who grow, create, preserve, and share the stories behind the food. In this episode, you'll hear from these extraordinary leaders: Tam Anderson: https://www.linkedin.com/in/tam-andersen-b488544/ Jenni Lessard: https://www.linkedin.com/in/jenni-lessard-54103a197/ James Eddington: https://www.linkedin.com/in/james-eddington-9542a52/ Carl-Éric Guertin: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/ Monica Frost: https://www.linkedin.com/in/sociallymonica/ Authentic Experiences Begin with Human Connection Throughout these conversations, one message emerges again and again: culinary tourism is ultimately about people. Whether visitors are harvesting strawberries, joining a chef around a live fire, meeting an artisan in their workshop, or enjoying a long-table dinner on a farm, the experiences that leave lasting impressions are rooted in authentic human connection. Tam Anderson shares how simple moments, such as digging potatoes with children or tasting berries fresh from the field, reconnect families with the origins of their food and with each other. James Eddington echoes that philosophy through immersive farm experiences where guests don't simply enjoy a meal—they participate in discovering the ingredients, the landscape, and the people who make the experience possible. The Stories Behind the Ingredients Matter Several guests emphasize that food itself is only one part of the visitor experience. Jenni Lessard explains that every ingredient carries the story of the producer, and that chefs and tourism professionals serve as interpreters who help visitors understand where food comes from and why it matters. When those stories are shared, meals become expressions of place rather than simply something to eat. Carl-Éric Guertin extends this idea through the work of the Économusée Network Society, which helps artisans open their workshops to visitors. Whether meeting a blueberry jam maker, a smoked herring producer, or a craftsperson preserving generations of knowledge, visitors gain a greater appreciation for the heritage, expertise, and cultural traditions behind each product. These personal encounters transform local products into meaningful cultural experiences. Collaboration Creates Stronger Destinations Across every interview, partnerships emerge as the driving force behind successful culinary tourism. Farmers collaborate with chefs to showcase seasonal ingredients, breweries work alongside producers and destination organizations to create immersive travel itineraries, and regional networks bring together organizations that might otherwise work independently. Monica Frost shares how the BC Ale Trail continues to expand beyond breweries by connecting travelers with farmers, cideries, restaurants, and agritourism experiences that tell a more complete story about British Columbia's craft beverage industry. Similarly, guests throughout the episode describe how collaboration allows destinations to celebrate their unique landscapes, cultures, and food traditions while creating experiences that benefit both visitors and local communities. Together, these conversations remind us that a true taste of place cannot be manufactured. It grows from authentic relationships, local knowledge, shared stories, and the people whose passion and stewardship give every destination its distinctive flavor. Resources: Tam Anderson Website: https://albertafarmfresh.com/ LinkedIn: https://www.linkedin.com/in/tam-andersen-b488544/ Jenni Lessard Website: https://www.jennilessard.com/ LinkedIn: https://www.linkedin.com/in/jenni-lessard-54103a197/ James Eddington Website: https://www.eddingtons.ca/ LinkedIn: https://www.linkedin.com/in/james-eddington-9542a52/ Carl-Éric Guertin Website: https://artisansaloeuvre.com/en/economusee-network-society/ LinkedIn: https://www.linkedin.com/in/carl-%C3%A9ric-guertin-4789849/ Monica Frost Website: https://bcaletrail.ca/ LinkedIn: https://www.linkedin.com/in/sociallymonica/

  2. Jul 15

    Building Stronger Communities Starts with an Open Mind, with Bradley Kautenburg

    On this episode of Destination on the Left, I talk with Bradley Kautenburg, Executive Director of the Algoma Area Chamber of Commerce in Algoma, Wisconsin. Bradley shares how a small lakeside community neighboring some of Wisconsin's best-known tourism destinations has embraced its authentic character as its greatest strength. We discuss the power of collaboration, the importance of remaining open to change, and how destination leaders can build stronger organizations by focusing on community, partnerships, and a willingness to challenge long-held assumptions. What You Will Learn in This Episode: How Bradley's career journey shaped his approach to destination and chamber leadership Why Algoma has embraced its welcoming culture as a defining competitive advantage How changing organizational mindsets can unlock new opportunities for growth What questions Bradley's team asks before making strategic decisions Why collaboration between neighboring chambers creates better outcomes than competition How intentional partnerships help strengthen both tourism and local communities Why staying open to change is one of the most important leadership skills for today's destination professionals Discovering the Competitive Advantage That's Been There All Along Located along the shores of Lake Michigan at the base of Wisconsin's Door County peninsula, Algoma sits beside some of the state's most recognizable tourism destinations. Rather than trying to compete with larger neighbors, Bradley explains how the community has learned to lean into what visitors consistently remember most: the friendliness of its people, its active arts community, and the genuine sense of belonging guests experience during their stay. One of the biggest lessons Bradley shares is that sometimes a destination's greatest competitive advantage is hiding in plain sight. For years, Algoma's welcoming culture simply felt normal to the people who lived there. It wasn't until the Chamber began viewing the community through the eyes of visitors that they recognized this authentic sense of place as something truly distinctive. That shift in perspective now influences how the destination tells its story and creates memorable visitor experiences. Building an Organization That Is Ready for the Future When Bradley stepped into his leadership role, the Chamber was navigating financial challenges familiar to many community organizations. Rather than focusing solely on budgets, he recognized that lasting change required something deeper: helping the organization become comfortable with change itself. Throughout our conversation, Bradley shares how his team evaluates new ideas through three simple questions: Does it strengthen the organization? Does it benefit members? Does it serve the community? Those guiding principles have helped shape decisions ranging from investing in new technology to expanding business resources while continuing to support tourism. His approach demonstrates that sustainable leadership often comes from creating a culture that welcomes innovation instead of resisting it. Why Collaboration Will Always Beat Competition One of my favorite parts of our conversation centers on Bradley's belief that neighboring organizations accomplish far more by working together than by competing for attention. Regular meetings between local chambers have become opportunities to coordinate events, exchange ideas, share professional development, and support one another through common challenges. Bradley also offers practical advice for building successful collaborations. He explains why establishing shared goals, agreeing on boundaries, and approaching partnerships with intentionality creates stronger relationships over time. Whether coordinating community events, recognizing educators across multiple school districts, or simply providing one another with fresh perspective, these partnerships illustrate how collaboration strengthens destinations, organizations, and the people who lead them. Above all, Bradley reminds us that openness—to new ideas, new perspectives, and new partnerships—is often the catalyst that allows both organizations and communities to evolve while remaining true to the qualities that make them special. Resources: Website: https://visitalgomawi.com/ LinkedIn: https://www.linkedin.com/in/bradley-kautenburg-3b674315a/

  3. Jul 8

    How Research and Collaboration Is Transforming Erie, with Chris Temple

    On this episode of Destination on the Left, I talk with Chris Temple, Director of Communications at Visit Erie. Chris shares how Visit Erie has transformed its destination brand through an extensive research-driven process, positioning Erie as a four-season destination built around authentic experiences, outdoor recreation, and the lifestyle of the Great Lakes. We also discuss how strategic partnerships, community engagement, and thoughtful destination development are helping Erie build momentum while creating lasting benefits for residents and visitors alike. What You Will Learn in This Episode: How Visit Erie approached a research-based destination rebrand that aligned with visitor expectations and community assets Why authentic storytelling and a clearly defined brand voice help destinations stand out in a competitive marketplace How Visit Erie creatively responded to the challenges of the pandemic by supporting local businesses and launching Erie Restaurant Week What major Bayfront redevelopment projects mean for Erie's future as a visitor destination and community gathering place How collaboration with other destination organizations strengthens media relations, marketing efforts, and shared success Why engaging local residents and content creators has become an important part of modern destination marketing How destination organizations continue to evolve by balancing visitor attraction with community quality of life Building a Brand That Reflects the Good Life Rather than simply creating a new logo or tagline, Visit Erie invested eighteen months in a comprehensive branding process grounded in research, stakeholder engagement, and visitor insights. Chris explains how the organization evaluated its existing positioning, identified its strongest assets, and developed messaging that reflects both the experiences travelers seek and the authentic character of the destination. The result is the "Good Life, Great Lake" brand, which captures Erie's unique identity as a place where visitors can slow down, reconnect with nature, and experience the rhythm of life along Lake Erie. Chris shares how developing a consistent brand voice has helped Visit Erie focus on what truly differentiates the destination instead of trying to appeal to everyone. Turning Challenges into Lasting Opportunities Like destinations across the country, Visit Erie faced unprecedented challenges during the COVID-19 pandemic. Chris reflects on how the organization quickly shifted its focus from attracting visitors to supporting local tourism businesses and encouraging residents to reconnect with the outdoor experiences available in their own backyard. One of the most successful initiatives to emerge from that difficult period was Erie Restaurant Week. What began as a creative response to support local restaurants during a challenging time has grown into a signature annual event that continues to expand each year. Chris shares how moments of adversity can become catalysts for innovation when organizations remain focused on serving both their partners and their communities. Collaboration as the Foundation for Destination Growth Throughout the conversation, Chris emphasizes that destination success is built through collaboration. From Visit Erie's long-standing involvement with the Mid-Atlantic Tourism Public Relations Alliance to partnerships that connect multiple destinations along travelers' journeys, he demonstrates how collaboration creates stronger visitor experiences while helping destinations learn from one another. Chris also discusses how Visit Erie's role within the community continues to evolve. New initiatives like the Local Creator Program invite residents to help tell Erie's story through their own perspectives, creating authentic content that resonates with both visitors and locals. Combined with the ongoing transformation of Erie's Bayfront, these efforts illustrate how destination organizations can strengthen community pride while building sustainable tourism for the future. Resources: Website: VisitErie.com LinkedIn: https://www.linkedin.com/in/christine-temple-47223b7/

  4. Jul 1

    Leading with Authenticity and Resilience, with Lauren Bennett McGinty

    On this episode of Destination on the Left, I talk with Lauren Bennett McGinty, Executive Director of Explore Minnesota. Lauren shares how Minnesota has evolved its destination marketing strategy beyond traditional tourism promotion to focus on storytelling, quality of life, and reputation leadership. We discuss the development of the state's Star of the North brand, how Explore Minnesota responded to unexpected national attention with authenticity and compassion, and why collaboration across agencies, industries, and communities is shaping a stronger future for tourism. Lauren also shares practical leadership lessons for navigating challenging moments while keeping people, partnerships, and purpose at the center of the work. What You Will Learn in This Episode: How Explore Minnesota developed the Star of the North brand to tell a more authentic and enduring story Why storytelling rooted in real visitor and resident experiences creates stronger destination marketing How tourism leaders can respond thoughtfully when unexpected events place their destination in the national spotlight Why taking care of your team first is an essential leadership strategy during times of crisis How collaboration across government agencies and industry partners is strengthening Minnesota's tourism economy What Minnesota's innovative Outdoor Recreation Industry Partnership can teach other destinations about cross-sector collaboration How destination organizations continue to evolve beyond marketing into leadership, stewardship, and community building Building a Destination Brand That Reflects Authentic Experiences As competition for visitors continues to grow, Lauren explains that creativity alone isn't enough. Successful destination marketing begins with understanding what makes a place genuinely unique and finding authentic ways to share those stories. Explore Minnesota's Star of the North brand was designed to showcase not only the state's tourism experiences, but also its quality of life, outdoor recreation opportunities, business climate, and future growth. Rather than relying on traditional tourism advertising, Lauren shares how her team invited first-time visitors and newer residents to experience Minnesota and tell their own stories. Their genuine reactions, combined with thoughtfully designed itineraries, created marketing that feels relatable, trustworthy, and deeply authentic. The result is a brand that highlights the unexpected moments visitors discover while giving residents a story they are proud to share. Leading Through Uncertainty with Compassion and Purpose Lauren offers an honest look at how Explore Minnesota responded when the state unexpectedly became the focus of national headlines. Rather than reacting immediately with marketing campaigns, she explains why the first priority was ensuring her team and industry partners had the support they needed before developing a broader response. That people-first philosophy shaped the "Come Visit Your Neighbors" campaign, which focused on Minnesota's welcoming spirit and strong sense of community. Lauren shares practical leadership advice for destination organizations facing unexpected challenges, including understanding your organization's role, strengthening partnerships, listening carefully to stakeholders, and communicating with authenticity rather than urgency. The conversation highlights how destination organizations can help strengthen community confidence while remaining true to their mission. Expanding the Role of Destination Leadership Throughout the conversation, Lauren illustrates how destination organizations are increasingly serving as connectors, conveners, and community advocates. Beyond promoting travel, Explore Minnesota now supports initiatives focused on resident attraction, business development, film production, and outdoor recreation, recognizing that all of these efforts contribute to the state's overall reputation and economic vitality. Lauren also discusses Minnesota's Outdoor Recreation Industry Partnership, an innovative collaboration that brings together multiple state agencies to support the state's outdoor recreation economy. By connecting government resources with industry stakeholders, the partnership has become a model for other states seeking to strengthen collaboration, grow outdoor recreation, and create long-term economic opportunity. It's a powerful example of how destination leadership continues to evolve through partnerships, shared purpose, and a commitment to serving both visitors and residents. Resources: Website: https://www.exploreminnesota.com LinkedIn: https://www.linkedin.com/in/laurenbennettmcginty/

  5. Jun 24

    Customizable Luxury and Brand Stewardship in Beverly Hills, with Julie Wagner

    On this episode of Destination on the Left, I talk with Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau. Julie shares her journey from the cruise and hotel industries to leading one of the world's most iconic destination brands. We explore how Beverly Hills continues to evolve while staying true to its legacy, the challenges and opportunities of marketing a globally recognized destination, and the importance of collaboration, innovation, and destination stewardship. Julie also discusses how Beverly Hills is redefining luxury for the next generation of travelers and preparing for a future shaped by major global events, changing consumer expectations, and increased competition. What You Will Learn in This Episode: How Beverly Hills is redefining luxury through a philosophy of customizable experiences Why managing a legacy destination brand requires both innovation and perception management How creative campaigns and emerging technologies help Beverly Hills connect with new audiences What lessons destination leaders can learn from Beverly Hills' approach to crisis response and resilience How collaboration across hotels, government, tourism organizations, and businesses strengthens destination success Why protecting and differentiating a destination brand has become increasingly important in a crowded marketplace How Beverly Hills is leveraging major sporting events and global tourism opportunities to build long-term awareness and economic impact Redefining Luxury for a New Generation As one of the most recognizable destination brands in the world, Beverly Hills enjoys extraordinary global awareness. Yet Julie explains that brand recognition alone is not enough. One of the CVB's most important responsibilities is challenging outdated perceptions and ensuring the destination remains relevant to future generations of travelers. Rather than focusing solely on exclusivity, Beverly Hills has embraced the concept of customizable luxury. Whether visitors are seeking a family-friendly getaway, a wellness-focused retreat, a boutique hotel experience, or a once-in-a-lifetime luxury vacation, the destination offers a wide range of experiences that allow travelers to define luxury on their own terms. Julie shares how this flexibility has become a key differentiator in an increasingly competitive tourism landscape. Creativity, Innovation, and Building Brand Relevance Maintaining relevance for a legacy brand requires a willingness to experiment. Julie discusses how Beverly Hills has embraced innovative storytelling and emerging technology to engage new audiences. One example is the destination's creative "Imagine" campaign, which combined AI-generated artistic concepts with real-world experiences to showcase Beverly Hills as a place where imagination and aspiration intersect. Throughout the conversation, Julie emphasizes that innovation is not simply about adopting new tools. It is about finding fresh ways to communicate a destination's unique value while staying true to its core identity. Whether through partnerships with content creators, experiential campaigns, or new marketing channels, Beverly Hills continues to evolve its messaging to resonate with the next generation of luxury travelers. Collaboration, Stewardship, and Preparing for the Future A recurring theme throughout our discussion is the power of collaboration. Julie shares examples of how hotels, city leaders, tourism partners, and neighboring destinations work together to strengthen Beverly Hills' position while supporting broader regional goals. From crisis-response initiatives during COVID-19 and wildfire recovery efforts to international sales missions and cooperative marketing programs, these partnerships demonstrate the value of what I often call coopetition. Julie also discusses how Beverly Hills is preparing for a wave of major global sporting events, including the FIFA World Cup and the Olympic Games. Rather than focusing solely on hotel occupancy, the destination is creating opportunities to build long-term brand awareness, drive visitor spending throughout the city, and reinforce Beverly Hills' position as a world-class destination. Through strategic partnerships, thoughtful stewardship, and a commitment to protecting the integrity of its brand, Beverly Hills continues to balance its celebrated legacy with a forward-looking vision for the future. Resources: Website: https://lovebeverlyhills.com/about LinkedIn: https://www.linkedin.com/in/julie-wagner-cdme-a5147210/

  6. Jun 17

    From Port to Community: Rethinking the Cruise Experience, with Shelly Hartfield

    On this episode of Destination on the Left, I talk with Shelly Hartfield, Vice President of Destinations for Victory Cruise Lines. Shelly shares how her passion for destinations evolved from a career in maritime operations into a role focused on creating meaningful connections between travelers and communities throughout the Great Lakes, St. Lawrence Seaway, Atlantic Canada, and the U.S. East Coast. We explore the power of collaboration in cruise tourism, how unexpected challenges often lead to remarkable guest experiences, and why destination stewardship, community partnerships, and strategic planning are at the heart of successful cruise itineraries. What You Will Learn in This Episode: How Shelly's career journey led her to become a champion for destination-focused cruise experiences Why Victory Cruise Lines views destinations as communities rather than simply ports of call How understanding traveler motivations helps create more meaningful and memorable experiences What cruise operators can learn from unexpected disruptions and the opportunities they create How collaboration between cruise lines, ports, and destinations benefits entire communities Why destination discovery often requires getting off the beaten path and experiencing places firsthand How sustainability initiatives can simultaneously improve visitor experiences and support local economies Viewing Destinations Through a Community Lens Shelly believes the difference between a city and a destination lies in its people, culture, and stories. At Victory Cruise Lines, this perspective shapes how itineraries are developed and how experiences are curated for guests. Rather than simply bringing travelers to a port, the goal is to connect them with the character of a place and the people who call it home. This philosophy aligns closely with the interests of Victory's guests, many of whom are experienced travelers seeking authentic cultural experiences, local history, and meaningful interactions. Shelly shares how these travelers often seek out conversations with residents and appreciate opportunities to learn about communities beyond the typical visitor experience. By focusing on these connections, cruise travel becomes a gateway to deeper destination discovery. When Necessity Becomes Innovation Tourism is filled with variables that cannot be controlled, and cruising is no exception. Weather events, changing water levels, and unexpected operational challenges can quickly require an itinerary to change course. Shelly explains that success in these moments depends on preparation, transparency, and a culture of collaboration across the organization. She shares memorable examples where last-minute changes resulted in unexpected guest favorites. What began as logistical challenges became opportunities to introduce travelers to communities and experiences that were never originally planned. These moments reinforced an important lesson: flexibility and creative problem-solving often reveal hidden gems that might otherwise go undiscovered. Through proactive communication and contingency planning, challenges become opportunities to create unique and memorable experiences for guests. Collaboration as a Driver of Destination Success One of Shelly's strongest beliefs is that collaboration and competition can coexist. Cruise lines may compete for guests, but they share a common interest in supporting the destinations they visit. Whether coordinating schedules to share limited dock space or working together to advocate for infrastructure improvements, collaboration creates benefits that extend beyond any single company. Shelly also discusses how destination partnerships contribute to sustainability and long-term economic development. From encouraging repeat visitation to exploring alternatives to printed materials through digital solutions, she sees opportunities for destinations and cruise operators to work together in ways that improve the visitor experience while reducing waste and increasing measurable impact. Ultimately, Shelly views every cruise itinerary as a collection of stories. Each destination contributes a chapter, and every community plays a role in shaping the traveler's experience. Through thoughtful partnerships, strategic planning, and a commitment to showcasing authentic places and people, cruise tourism can become a powerful catalyst for community growth and destination stewardship. Resources: Website: http://www.victorycruiselines.com/ LinkedIn Personal: https://www.linkedin.com/in/shelly-hartfield-1330b919/ LinkedIn Business: https://www.linkedin.com/company/victorycruiselines/

  7. Jun 10

    The Power of Crazy Solutions and Human Imagination, with John Franklin Rinehart

    On this episode of Destination on the Left, I talk with John Franklin Rinehart, founder of Austin Film Crew. We talk in depth about his latest project in Gonzalez, Texas, and the Texas Legacy in Lights project, a full-scale live-action film projected onto the Gonzalez Memorial Museum. With the film, John is helping the community prepare for future visitors by developing new branding and digital assets that reflect the community. What You Will Learn in This Episode: How John moved from a career in music to becoming a leader in experiential storytelling How thinking differently can create breakthroughs for small destinations What inspired the Texas Legacy and Lights project in Gonzalez, Texas, and how live-action projection mapping was used to tell a unique local story How John and his team rebuilt Gonzalez's tourism platform after the city lost its website, and what went into creating digital assets for community branding Why translating tourism websites into dozens of languages creates new opportunities to attract international visitors, even for small towns How leadership, vision, and empowering local talent can transform ordinary community assets into extraordinary tourism attractions Lessons John has learned about overcoming skepticism and inspiring communities to believe in bold, world-class projects Challenging the Status Quo in Tourism Marketing Tourism marketing often feels like a tightly-packed field, but John believes the space is less competitive than it is stale. Many marketers follow in others' footsteps, replicating strategies instead of innovating. Real breakthrough requires a willingness to "break your brain a little bit"—to stop asking what everyone else is doing and start challenging your own assumptions. The key is to create something so unique that people and the media cannot help but take notice. If no one is willing to write about your idea or pay attention to it, then it's not bold enough to rise above the noise. The Texas Legacy in Lights Project Gonzalez, Texas, is steeped in history, forever linked to the "Come and Take It" flag and the beginning of the Texas Revolution. But its story has long been overshadowed by the likes of the Alamo. The city's challenge is to tell its tale in a way that stands out not just locally, but on the global stage. Enter Texas Legacy in Lights: a full-scale, live-action film projected using cutting-edge 3D mapping technology onto the city's Memorial Museum. John and his team tackled the much harder task of using live-action film to bring history to life right on the building's facade. The project required extensive technical, creative, and engineering skill, from building accurate period costumes and sets to installing a sound system that's immersive within the venue but virtually silent outside, because of the residential community nearby. Rethinking the Ordinary Tourism Website Tourism starts online, but most tourism websites are mere directories meant for visitors who have already chosen their destination. John's challenge is to ignite aspiration and connection long before travelers decide to visit. Gonzalez's new digital hub goes well beyond the norm: it features content in 50 languages, each tailored and not just run through Google Translate. The site provides unique guides for different cultures, practical tips for international visitors (like where to buy good bread or how to navigate transportation-less Texas), and locally-flavored stories that spark emotion and imagination. This strategic move recognizes overlooked audience segments searching the web, making Gonzalez visible to the world and accessible in unprecedented ways. Resources: Website: https://www.austinfilmcrew.com/

  8. Jun 3

    Turning Environmental Challenges into Tourism Opportunities in Destin Fort Walton Beach with Alex Fogg and Jennifer Adams

    On this episode of Destination on the Left, I talk with Jennifer Adams, Director of Tourism, and Alex Fogg, Natural Resources Chief, to find out how the destination's innovative Coastal and Natural Resources team is setting Destin Fort Walton Beach apart, transforming environmental challenges into tourism opportunities. You'll hear how an invasive species, the lionfish, became both a tourism driver and an annual event, and how the region has evolved into a family destination through free outdoor adventure programs for kids and teens. Jennifer and Alex also share the inside story of the creation of what will be the world's largest artificial reef, using the repurposed SS United States ocean liner, positioning the area as an international diving hotspot. What You Will Learn in This Episode: Why Destin Fort Walton Beach has established a Coastal and Natural Resources team  How a challenge with the invasive lionfish species became a key tourism driver for the region How the destination's free Little Adventures program engages kids and families with hands-on outdoor experiences How the team created and rapidly expanded a program offering free outdoor classes, resulting in 700 sessions and serving over 4,000 kids in a year Why the artificial reef project, featuring the SS United States ocean liner, will make the area an internationally recognized dive destination Collaborations and strategic partnerships that have fueled product development and positioned Destin Fort Walton Beach for year-round tourism Lessons Jennifer and Alex have learned about turning ecological challenges into memorable and marketable visitor experiences Expanding Beyond Traditional Tourism Marketing Historically recognized for its crystal-clear waters and white sand beaches, Destin Fort Walton Beach has long attracted vacationers seeking a quintessential Florida getaway. But as the tourism market grew more competitive, especially against all-inclusive options like cruise vacations, Jennifer Adams realized something had to change. This insight spurred the creation of a coastal and natural resources team, making their tourism office one of the few in the U.S. with in-house marine and forestry biologists, aimed at protecting and enhancing the very environment that draws visitors. Free Outdoor Classes Fueling Family Connection One of the standout programs redefining the visitor experience is the Little Adventures initiative. Recognizing statistics that highlight children's lack of outdoor engagement, Jennifer and her team built a brand promise: "get kids outside on the water to give their adventure side room to grow". Through this program, local experts, including fishing guides, dive instructors, and even astronomers, offer free hands-on classes to vacationing families. What began with 70 sessions in 2021 exploded to over 700 in a single season, reaching more than 4,000 kids. This investment brought significant returns for the community, circulating an estimated $4 million back into the local economy, while giving families a broader, authentic experience that's hard to replicate elsewhere. Partnership, Collaboration, and Global Reach Collaboration is foundational to every initiative. Regionally, Destin Fort Walton Beach works closely with seven other Florida Panhandle counties via the Northwest Florida Tourism Council, pooling resources for international marketing and product development. Partners like Yamaha and the Woods Hole Oceanographic Institute have also joined artificial reef efforts, while the "Ask a Scout" feature on the destination's website connects incoming families with local moms to provide real, trusted advice. "We all work collectively," Jennifer emphasizes, ensuring that local character, environmental strength, and visitor experiences remain connected. Resources: Website: https://www.destinfwb.com/

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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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