A Study in Authenticity: Skagway, Alaska

Standing on a tour in Skagway, our guide asked how many passengers were on our ship. About 4,500 we answered. “That’s 5 times the size of the town,” he told us. Looking around, we were docked next to two other ships, whose overall size added a whopping 15,000 people into the town that day.

We were told that cruise ships are the bread and butter keeping Skagway alive. During the tourism season, May-October, the town is bustling with Main Street shopping, the single brewery is full of eager customers, helicopters are departing every 15 minutes on tours and residents are busy sharing their lives with those who visit.

On a typical winter day in Skagway, the town looks quite different. Shops remain closed, the library becomes the town’s main attraction as the only source of Wi-Fi in the area, and the Rec Center (a grey building at the end of Main Street) is the gym, meeting hall, and only real source of activity in the area. Most residents don’t even let their kids play outside, with the only hospital found nearly 2 hours away and largely inaccessible.

During my day in Skagway, I found myself thinking about what it takes for the town to maintain its authenticity during a season when the daily visitation numbers far exceed its residents. It had me asking, “what is authenticity in tourism?” and “how do we preserve the experience?”

Maintaining Authenticity in Tourism

While tourism is a significant part of Skagway’s economy, the town has managed to retain its historical charm and cultural authenticity, through:

1. Historic Preservation: Skagway played a crucial role during the Klondike Gold Rush, and much of its history is preserved in the Klondike Gold Rush National Historical Park. Visitors can explore restored buildings and learn about the town’s past.

2. Architectural Preservation: The town has made efforts to preserve its historical architecture and cultural heritage, offering a glimpse into life during the gold rush era. There is even an ordinance against altering or expanding many of the Main Street shops in an effort to preserve the look and feel of these original buildings.

3. Local Experiences: Skagway offers authentic experiences such as hiking the Chilkoot Trail, exploring the White Pass & Yukon Route Railroad, and engaging with local artisans and craftspeople. We participated in a tour that took us up to the Musher’s Camp, where we learned about training sled dog teams and the origins of the Iditarod.

4. Community Engagement: The local community is actively involved in tourism, providing guided tours and sharing personal stories that enrich the visitor experience.

5. Natural Beauty: Surrounded by stunning landscapes, Skagway offers opportunities for outdoor activities like hiking, wildlife viewing, and exploring the natural environment, which are integral to the Alaskan experience.

Inauthenticity in Tourism

So, on the flip side, what makes a tourism destination inauthentic? When we start to see a destination prioritize commercial interests over genuine cultural experiences, we see an emergence of:

1. Cultural Commodification: Local traditions and customs are altered or exaggerated to cater to tourists, losing their original meaning and significance.

2. Over-Development: The natural landscape or historical sites are overshadowed by modern infrastructure, diminishing the area’s original charm.

3. Staged Experiences: Events or activities are created solely for tourists, lacking the spontaneity and authenticity of real local life.

4. Loss of Local Identity: The influx of global brands and businesses can overshadow local enterprises, eroding the unique character of the destination. (We saw a little bit of this in Juneau at the port, where a jewelry store seemed to emerge every 10 feet!)

5. Tourist-Centric Modifications: Changes are made to accommodate tourists’ expectations, which might not align with the local culture or environment.

These factors can lead to a superficial experience that doesn’t truly reflect the destination’s heritage or way of life.

The Impacts of Inauthentic Tourism

Inauthentic tourism can have several negative impacts on both the destination and its local community. Local traditions and customs may be altered or lost as they are modified to meet tourist expectations, leading to a dilution of cultural heritage. As destinations cater more to tourists, they may lose their unique cultural identity, becoming indistinguishable from other tourist hotspots. And, in some cases, local residents may be displaced to make way for tourist infrastructure, leading to social and economic disruption.

Tourists may leave with a shallow understanding of the destination, having experienced only a staged version of the local culture. These impacts can undermine the long-term sustainability of tourism in a destination, affecting both the community and the visitor experience.

Supporting Authenticity in Tourism

While we all hope to serve and welcome visitors into our destinations, encouraging the protection of local traditions, crafts and customs should always be considered. Small acts, such as supporting local artisans, hosting cultural festivals, preserving historical sites, focusing on sustainable development, providing guests with education and awareness of the area, and engaging local communities in tourism planning and decision-making can make a huge difference. This ensures that tourism development aligns with the community’s values and needs, and that locals benefit economically.

By implementing these strategies, destinations can create a tourism experience that is both authentic and sustainable, benefiting both visitors and the local community.

The post Travel Reflections: What is “Authenticity” in Tourism? appeared first on Travel Alliance Partnership.

While certain travel companies have let their DEI initiatives and commitments go, others continue to prioritize and expand their efforts, and some are changing how they communicate the subject – moving from “DEI” to “social impact.”

Equitable is one of the core values at Travel Alliance Partnership and it was years ago that a series of small steps lead to a big shift in our company to become more diverse, equitable and inclusive. This commitment remains front and center today – from chairing a DEI committee and participating in conferences and educational sessions on the topic to the work we plan and execute with our current clients.

Why we need to keep focus on DEI

Just last week, the New York State Tourism Industry Association (NYSTIA) offered a webinar on “Unlocking the Power of DEI in Tourism Marketing,” where the speaker reviewed how DEI fosters learning and growth and how it benefits destinations. DEI should matter to everyone, and the following studies demonstrate why:

• Impact on Brand Perception – 71% of consumers surveyed by Edelman (2020) stated that they are more likely to trust a brand that showcases diversity in its advertising.
• Social Media Response – 45% of consumers in a Kantar study said they would share an ad on social media if it featured diverse representation.
• Impact of Representation – when audiences see themselves authentically represented in advertising, they are more likely to connect emotionally with the brand and feel a sense of belonging. This emotional connection leads to increased brand loyalty and advocacy.

I also recently attend the NYSTIA conference in Niagara Falls, where a panel presented “Marketing to Diverse Audiences” for attendees to learn about I LOVE NY Division of Tourism’s marketing initiatives to reach diverse audiences and ask questions.

Key takeaways for DEI initiatives in tourism marketing

Research Your Target Audience

It’s vital to understand what interests your target markets. Beyond during your own research, make sure to have someone from that specific audience at the table, especially in the planning process.  

Be Authentic

You can’t be everything to everyone. Segment your audience and pick a few that fit into a niche you can highlight. Own what you have because that’s more authentic.

• Rochester, NY is home to one the largest per capita populations of deaf and hard of hearing people in the country. Rochester’s Museum of Play hosted a specific “Deaf Day of Play” for this specific audience to know they would feel especially welcome at the museum with ASL assistance.
• If you are going to focus on the LGBTQ audience, you need to have activities to support that. Focusing on Pride Week by scheduling paid advertising without events or LGBTQ- friendly or -owned businesses to support that, your organization appears inauthentic. If your community doesn’t have enough to share on this segment, you might consider creating a blog about wanting to be more inclusive and requesting feedback. 

Stay Current

Consider reviewing your website and materials to ensure images and verbiage are current and speak to generational differences when it comes to terminology.

Destinations and Travel Professionals Leading the Way in DEI

Historical Figure brings DEI to the Forefront, Cayuga County CVB

Cayuga County is proudly the home of Harriet Tubman, where she lived the last 54 years of her free life. Leading up to the 200th anniversary of Tubman’s birth in March 2022, the Tourism Office refocused the perception of the destination and repositioned itself as a place where freedom, justice, and equality are not just words, but actions supported by the entire community.

In Episode 295 of Destination on the Left, Karen Kuhl, Executive Director at Cayuga CVB shared that because of Harriet Tubman’s legacy and connectivity with so many community members and tourism product in the area, they needed to make sure the roots of the CVB were as strong as the marketing campaign they would create.

“If we were going to be speak of Harriet Tubman’s legacy, we needed to ensure that DEI was built into the DNA of the organization.”

Karen Kuhl

In the episode, Karen is transparent about how they laid the internal groundwork – from internal documents and authentically securing diverse community members to serve on their board of directors, as well as forming a communications committee to ensure the correct language was used.

They also executed pride-building community outreach. In collaboration with community leaders, residents were educated that their hometown is a pivotal destination to learn about equal rights, and to connect with the story of Harriet Tubman in their hometown. 

“There have been challenges but also surprising beauty within all of it,” she noted. Karen also speaks to how this effort has impacted her other tourism marketing efforts, especially working at a deeper level.

The Collaborative Creation of Letchworth’s Autism Nature Trail

The Autism Nature Trail (ANT) at Letchworth State Park is a one-mile loop with eight unique outdoor sensory stations designed to stimulate growth and inclusivity among those with Autism Spectrum Disorder and other developmental disabilities.

In Episode 221 of Destination on the Left, Loren Penman, a retired educator who worked to bring Autism Nature Trail to fruition, shared how the idea was born. Listen to the full episode to hear how they aligned themselves with right partners needed to design, build, staff and maintain the trail. This ranged from an experienced design team to the autism community, including​ a volunteer advisory panel of a speech, occupational and physical therapists, special educators, school administrators, parents and grandparents of children with autism.

Loren also speaks to how their funding campaign was able to reach its goals despite the challenges posed by the pandemic. More than just a trail, ANT would not only impact the Park, but the communities that surround the park. Having outreach in place for staff training and even menu suggestions would help to positively impact the whole family experience. The story of the Autism Nature Trail is a perfect example of what can be accomplished with the use of collaboration and creativity.

Kristy Durso, Owner of Incredible Memories Travel and Spectrum of Accessibility

“Travel changes lives and even more for those with a disability.”

Kristy Durso

Kristy Durso is the owner of Incredible Memories Travel, a full-service agency with 85% of their clientele focusing on accessibility challenges. She is also the founder of the Spectrum of Accessibility, which trains travel professionals, destinations, DMOs to better accommodate travelers with a variety of disabilities that include mobility, hearing, cognitive, visual, invisible disabilities, neurodivergences, dietary accessibility and service dogs.

Episode 361 of Destination on the Left features insights from the National Tour Associations Travel Exchange. In her portion of the episode, Kristy discusses how changes in accessibility are happening on a broader scale and emphasizes that collaboration, partnership, and communication are key for successful accessible travel. She also shares what people should be thinking about when it comes to accessible travel and questions that are allowed to be asked to people with disabilities.

“Tourism is one of the most life-changing professions in the world. It isn’t just about leisure and free time. It gives us a deeper understanding of the world around us. Travel professionals open the doors for people to come in and get new experiences. Especially for people who think the world is closed off, a travel professional can change the trajectory of their life – it’s not just about getting to that one destination and being include in one experience, it’s about seeking out what else can I do?”

Kristy Durso

The post How DEI Initiatives Transform Destination Experiences appeared first on Travel Alliance Partnership.

Why is Sustainable Tourism Important?

Sustainable tourism is critical for maintaining the natural beauty of a destination, minimizing littering and waste, protecting cultural and historical sites, and respecting the local communities. On Destination on the Left episode 290, we spoke with Professor Joe Conto, Dr. Eric Holmund, and Dr. Kelly Cerialo of Paul Smith’s College about why sustainability is an issue that destinations shouldn’t wait to address. They told us that more than ever, tourists are leaving the cities and visiting natural destinations like national parks and popular hiking spots. In order for places like this to avoid getting overrun and maintain the beauty that makes them so special to begin with, destinations need to recognize that sustainability is a necessity not just in tourism, but in every industry.

Collaboration Between Communities and Travelers

As a destination, you might be wondering how you can achieve sustainability while still increasing visitation. Through conversations with several industry professionals that recognize the importance of sustainable tourism, we’ve learned that it cannot be a one-sided effort. All the stakeholders need to be involved including the DMOs, residents, governments, local businesses, and visitors.

Jennifer Wesselhoff spoke with us on episode 223 about her experience leading the development of Arizona’s first sustainable tourism plan when she was with the Sedona Chamber of Commerce & Tourism Bureau. She learned that even though tourism was having a huge economic impact on Sedona, residents were struggling with things like traffic congestion, parking issues, noise, and short-term rentals. As a result, Sedona put forth a collaborative effort with the community to evaluate just how sustainable the city was. One of the most important parts of this process was including residents and local businesses in the conversation.

As a result of the whole community’s efforts, Sedona increased their role in visitors’ behavior by encouraging walking and the use of public transportation. They also implemented a Leave no Trace program and diverted visitors from the popular hiking trails by helping them find hidden gems. All these changes had a positive impact on residents of Sedona and made it possible for Sedona to maintain its status as a popular tourist destination, without having a negative impact on residents or the environment.

Looking to the Future

While every destination is unique, we all can learn from the model set forth by Sedona. The job of a DMO doesn’t stop after visitors arrive in a destination, they also have a responsibility to impact visitor behavior while there. As champions of the tourism industry, we want destinations to continue to thrive and see a rise in visitation. This is why it is so important that DMOs learn more about sustainable tourism and collaborate with their communities to protect the environment and the quality of life for residents. If they do this, destinations can remain beautiful places to visit for generations to come.

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What Does Curated Travel Even Mean?

Curation is to collect, select and present information for people to use or enjoy, using your professional or expert knowledge. You may already be getting your social media or news content through curation. Content curation is simply filtering through the content across your social channels and news outlets based on your interests. Your results are an individualized collection for you. Curated travel is about selecting accommodations, restaurants and activities to create the perfect trip based on your individualized interests.

Industries Leading the Way

Curated Group Travel

Industry leaders recognize the need to individualize experiences. In episode 75 of Destination on the Left, Peter Pantuso, President of the American Bus Association commented:

“Our challenge as an industry in the group travel space has been that we’ve always typically offered one experience for 50 people on a coach. So, I began to start talking about creating that individualized experience within that group of 50 and replicating, to a certain degree, the cruise experience where it feels like an individual experience. I began to see and hear people say, ‘Well I’m already doing that.’ It was a very limited number. By talking about it more and by featuring those change agents in our publications or doing presentations where we could identify different individuals who were doing that, or giving examples through our educational programs, we’ve been able to move the industry a little bit in that direction, to be able to offer that individualized group travel experience and not just one size fits all”.

Curated Cruise Experiences

Cruise excursions have always been popular and now curated cruising brings travelers’ individualized experiences to a whole new level. Curated land adventures include immersive shore excursions, creative pre- and post-cruise options, small group programs and private arrangements. Imagine stepping off your ship in Bagan and taking to the air in a hot-air balloon and floating over thousands of stupas.

In 2018, Crystal River Cruises added more than 225 curated experiences within destinations. With a focus on authenticity, these experiences are designed for small groups and many can be tailored to travelers’ interests. They fall into five focused areas:

1. Personal Connections, hosted by local residents, artisans and experts.
2. Tantalizing Gastronomy, tours reflecting regional culinary styles with both dining and hands-on culinary activities.
3. Cultural Discoveries feature expert guides about historical landmarks, museums and iconic sites.
4. Exhilarating Adventures combine historical and cultural experiences.
5. Lastly, with Design Your Time, a concierge will create a private tour or guests can select from a menu of customized choices.

How Destinations and Attractions Can Use This Trend for Marketing

How do you make your destination or attraction stand out from the crowd with curated travel? For destination and attraction marketers, the desire for individualized travel can be addressed in marketing by creating curated experiences from all your destination or attraction has to offer. Rather than a list of restaurants on your web site, create a progressive culinary package to deliver an experience rather than just a dinner. Attractions can go beyond passively entertaining travelers. Create interactive and behind the scenes experiences to accommodate different interests, ages, and budgets. Multiple experiences will entice travelers to return again and again.

Dig in to these culinary tourism trends.

Connect travelers with your outdoor experiences.

Explore luxury travel trends.

Remember to highlight accessibility with individualized travel.

Grow Your Business with Curated Experiences

Whether you are a destination, attraction or industry leader, understanding the demand from today’s travelers for curated experiences is essential to growing your business. Experience-driven travel is not going away, and has only gotten stronger over the past 18 months. Local experiences made number 2 on this list of top travel trends. Make sure you are on every traveler’s “bucket list of experiences!”

The post Can Curated Experiences Help Your Tourism Marketing? appeared first on Travel Alliance Partnership.

1. Reward and Fulfillment

One of the most compelling aspects of travel and tourism careers and hospitality careers is the sense of reward and fulfillment they bring. Those who work in this field often find deep satisfaction in their roles. Why? Because they get to create memorable experiences for travelers, leaving a lasting impact.

Imagine working in a destination management organization or a hotel, where your efforts directly contribute to the enjoyment and satisfaction of tourists. Whether it’s helping visitors discover hidden gems in your city, or ensuring their stay is comfortable and memorable, there’s a sense of pride in knowing that your work enhances the quality of someone’s trip.

Furthermore, tourism professionals frequently underscore the importance of giving back to the community. Tourism isn’t just about attracting visitors – it’s about contributing to local economies and improving residents’ lives. Professionals in this industry have a unique opportunity to make their communities better places to live, work and visit.

2. Evolution and Change

The travel and tourism industry is far from static. It’s a dynamic sector that constantly evolves in response to changing trends, technologies, and global events.

Aspiring tourism professionals must be prepared to embrace change. The industry isn’t confined to traditional roles – it’s open to innovation and new approaches. For instance, some destinations have shifted from conventional marketing to more community-focused strategies. They recognize the importance of sustainability and responsible tourism, reflecting the evolving values of travelers.

The ability to adapt and thrive in an ever-changing environment is a hallmark of successful tourism professionals. Embracing new technologies, responding to shifting consumer preferences, and staying informed about industry trends are essential steps to navigate the evolving landscape effectively.

3. Relationships and Networking

At its core, the travel and tourism industry is a relationship-driven field. Building and maintaining relationships is crucial to success. Whether it’s fostering connections with colleagues, peers, or travelers, the ability to create meaningful relationships is a valuable skill.

Networking is not just about exchanging business cards at travel industry conferences and trade shows; it’s about creating connections that can lead to collaborative opportunities. Those who excel in this industry understand the importance of collaboration. For instance, destinations often cooperate with nearby regions to promote a broader travel experience.

In the digital age, social media and online platforms also play a significant role in building relationships with travelers. Engaging with customers through social channels, responding to their inquiries promptly, and addressing their concerns help establish trust and loyalty.

4. Community and Economic Development

Tourism isn’t solely about attracting visitors; it’s about economic development and community enhancement. Professionals in this field often find themselves as ambassadors for their destinations, advocating for their communities and contributing to their growth.

For example, a destination marketing organization may work tirelessly to promote its region as a tourist destination. By doing so, they create job opportunities, stimulate local businesses, and ultimately improve the quality of life for residents.

Tourism is also about giving back. Many destinations engage in sustainable tourism practices to protect their natural and cultural heritage. They recognize the importance of responsible tourism, which benefits both the environment and the local communities.

5. Foundation and Analysis

Underlying the dynamic and relationship-driven nature of the industry is a foundation of data analysis and decision-making. To thrive in this field, professionals must rely on substantive analysis to make informed choices.

This is especially relevant in destination marketing. Marketing professionals need to understand market trends, consumer behaviors, and the effectiveness of their strategies. Data-driven insights are essential for crafting successful campaigns and ensuring a positive return on investment.

Start A Career in the Travel, Tourism & Hospitality Industry

Organizations across the country are helping to share the news that there are many opportunities for professionals interested in building careers in the travel, tourism and hospitality industry. Here are a few to help spark your interest:

Tourism: Your Career Destination! A video crated by The New York State Tourism Industry Association in partnership with Paperkite to capture why NYS tourism and hospitality professionals love working in tourism.

Visit Baltimore established an entire campaign around jobs in hospitality complete with hiring events, a job board, and landing page touting all the reasons to start a career in travel and tourism.

The post Making a Career in Travel and Tourism appeared first on Travel Alliance Partnership.

Accessibility of Information

Making accessibility information easily available creates an inclusive and welcoming atmosphere from the first time someone visits your website. It enables people with accessibility challenges to properly plan out their visit and also helps show that your destination values every visitor’s experience.

On Episode 103 of Destination on the Left we spoke with Cory Lee, a travel blogger and accessibility advocate. When he is planning a trip, he searches for wheelchair accessibility on the destination’s website. If accessibility information isn’t readily available, it becomes very difficult for people with disabilities to plan their visit. DMOs can start by adding accessibility information to their FAQs section of their website and then incorporating the information throughout the site so it’s easily searchable.

Discover Lancaster is a fantastic example of a DMO making their accessibility information readily available. Discover Lancaster spent over a year developing a comprehensive guide on their website to show they are an accessible destination. Olivia Novak, Marketing Manager at Discover Lancaster, described how they worked with partners to create a list of all ADA-accessible attractions and hotels and provide local resources and travel tips for visitors with varying abilities. They also hosted a panel to educate partners. An influencer campaign will show what visiting Lancaster is like for individuals with varying abilities.

Where to Find Information

One of the most important things to remember is that decisions about accessibility should not be made without the individuals affected being part of the conversation.

In Episode 339 with Santiago C. Corrada, he recalls the moment he learned they needed to add accessibility to their diversity efforts. The team at Visit Tampa Bay brought in a group of ambassadors and influencers to consult on the development of videos, campaigns. Now accessibility representation is integrated throughout all of their tourism marketing efforts.

When we spoke with Billy Kolber, CEO of Hospitable ME, at the Travel Unity Road Show, he emphasized the importance of inviting historically marginalized or excluded groups to the table to help make informed decisions. By including these people in the conversations, destinations can make sure that their voices and experience are reflected in all accessibility efforts.

At the Destinations International Annual Convention in 2022, we learned about resources for accessibility information. AccessNow is an app about accessibility in travel where travelers can log their experiences in a destination, much like other review sites. AccessOutdoors is a related app that maps accessibility of outdoor trails (currently available for Canada). The best information comes from people living with disabilities. Residents in your destination are a great resource for getting the information travelers will need.

Inclusive Experiences

Accessibility also goes beyond those facing physical disabilities. Creating inclusive experiences for people with other types of limitations opens opportunities for both the traveler and the destination.

Autism Certified City

We spoke with Marc Garcia of Visit Mesa (episode 275) about his journey helping Mesa, Arizona earn the first-ever Autism Certified City distinction. Garcia sought to have Mesa certified by the International Board of Credentialing and Continuing Education Standards. Over 58 businesses and almost 5,000 people in Mesa completed training to help the city receive its certification. These trainings helped people understand what the world looks like to someone who lives with Autism. As a result of Garcia’s efforts, Visit Mesa booked several conferences and experienced a high return on investment.

After earning the certification, Visit Mesa continued its efforts to make the city welcoming for individuals with autism. They partnered with two microbreweries to release a Spectrum Double IPA in honor of National Autism Awareness Month. Destinations can learn from the efforts put forth by Garcia and the city of Mesa. There are many creative ways destinations, attractions and professionals in our industry can make individuals feel welcomed and safe.

Autism Nature Trail

Attractions looking to become more accessible can learn a valuable lesson from the Autism Nature Trail (ANT) at Letchworth State Park. Loren Penman (episode 221), a retired educator who brought the ANT to fruition, spoke with us about this first-of-its-kind experience. What started as a project with a focus on individuals on the spectrum resulted in an ADA-compliant one-mile natural trail with eight sensory stations. After learning the calming effects of the combination of moving water and pine trees, Penman worked with an expert from Colorado State University and a retired Speech and Language Pathologist to develop the trail. The ANT was paid for through a public fundraising initiative, raising $1.9 million in 10 months to fund the trail. It would not have been possible without collaboration and strong community partners.

The travel, tourism and hospitality industry has the ability to bring people together, bridge gaps between cultures and celebrate diversity. We need to take steps towards inclusivity and accessibility if it is truly going to be an enriching experience for all. Let’s make the world more enjoyable for everyone by exploring opportunities to include detailed information about accessibility or teaming up with other organizations for memorable experiences that welcome everybody. Together, we can have a positive impact and create an even better world ready to be discovered!

The post What is Accessibility in Tourism? appeared first on Travel Alliance Partnership.

Whether you are promoting a location, an attraction or even a hotel, the image you put out into the universe is essential. More than the vivid and imaginative words used to lure you, that first glance of an image you see, that first feeling can make all the difference. High-quality photos and video can do that. They can cause you to want to go there, be there, do that. If it’s true that, “every picture tells a story” (thank you Rod Stewart) then capturing an image that evokes a story in someone’s mind is a tourism ‘holy grail.’

Think about these elements the next time you chose or stage an alluring photo:

The Human Element 

The human element is simple- people enjoying the place. If it’s someplace that wants to attract people, then why not put people in the picture? We often live vicariously through a good photo, particularly if we can imagine ourselves in that place. The couple dining on a farm to table meal, children petting goats at a local market, lounging on a comfy-looking chair in a hotel suite after a massage, it all tells a story. It evokes a feeling.

Bonus – no need to gain photo permission if you don’t show the person’s face.

The Color Element 

Don’t be afraid to take your visual content to the next level. You can certainly overdo post-processing these days but ‘touching up’ your photos to enhance their vibrancy is not cheating. A photo taken with even the best camera can dull what the eye sees. Don’t overdo it but, improve contrast, sharpen images, boost shadows for a truly unforgettable shot.

The WOW Element 

You know it when you see it. “WOW, what a photo. What a place. I just put that place on my bucket list.” Don’t be shy, show your drama! We see countless photos of waterfalls from far away- what about seeing it from below looking up? (As long as the visitor can actually see the falls from below looking up.) When they do, they tell the world. That’s the money shot.

The Obvious Element 

Lead with your best and be obvious about it. If it’s the only place for miles and miles like it, lead with it. How many photos of a kayak on the water have you seen? Plenty I’m sure. Lovely and alluring yes, but are they unique? When you have a totally unique, nowhere on earth can you see this kind of attraction, show it. Lead with it. People love a good hook.

And…The Video Element 

Video is currently the hottest form of visual content, and just about any actual movement will do. It doesn’t have to be expensive. Sometimes the best videos are purely organic. Shot on a cell phone as long as it’s clear, on topic and not too long. Professional video (drone is awesome) is fantastic and if you’ve got the time and cash, go for it! But, it’s still great to offer a glimpse into your world with someone telling the story. Again, the Human Element – talking, walking, feeling, tasting, smelling, touching.

Humanize it, touch up its true colors, add movement and let it WOW!

The post Elemental Photography in the Tourism World appeared first on Travel Alliance Partnership.

Using Food Tourism to Tell Your Story

Every destination is competing to stand out among its competition, and food tourism has become a creative way for destinations to define their unique selling proposition and share local stories. We spoke with Rebecca Mackenzie, President and CEO of Culinary Tourism Alliance, on Episode 325 of Destination on the Left about how destinations can craft their “taste of place” by sharing stories about the people and businesses producing unique food and beverage options. Destinations can utilize food and culinary tourism to create multi-sensory experiences that will leave a lasting impression on visitors and have them coming back for more.

Karolina Guilcapi of luxury tour company Sated Ventures carved out a niche in the travel industry by telling the stories of South American destinations through the unique culinary adventures and flavors that are found there. Rather than just taking her tours to typical attractions, Guilcapi partners with local chefs and restaurants to showcase the unique dining experiences in South America. Food can tell a powerful story and help showcase your destination.

Create a Tourism Product

Destinations already have local restaurants and food producers, so developing a tourism product centered around food is an effective way to attract visitors while benefiting local businesses.

Maple in the County

Over 20 years ago, Rebecca Mackenzie developed Maple in the County in Prince Edward County, Canada. Maple producers were already putting on maple syrup-related events, and the county wanted to capitalize on this and bring in other local businesses. This led to a program called Maple in the County, an event that encouraged local businesses to develop creative maple-themed products and experiences. Nearly 100 businesses participated, and the event led to more visitors spending more time in the county. Developing one clear brand allowed Prince Edward County to tell its story in a unique way that would attract visitors and showcase local businesses.

Food Tours

On Episode 329 of Destination on the Left, we spoke with Bonnie Hayes, Director of Tourism Development for the City of Thomasville, and Debra Smith, founder of Taste of Thomasville, about turning a food tour into a tourism experience. Taste of Thomasville was born in 2013, after Debra Smith attended a food tour in another city, and realized that was exactly what Thomasville, GA was missing. She attended Food Pros courses to learn how to develop a food tour and has since hosted 1,469 tours for Thomasville visitors.

In the episode, Hayes talks about the value of creating a tourism product such as Taste of Thomasville. The tour is not simply one size fits all, Smith has developed tours to fit the needs of both the visitors and the Thomasville Visitor’s Center. She offers daytime tours, evening tours for visitors interested in trying local cocktails, and even tours for children and high schoolers. The food tours have become valuable to Thomasville when they host group visits. Food tours are the perfect way to fill a group’s day, teach them about the destination, and show off a variety of local restaurants.

Every year Thomasville holds a holiday Victorian Festival that takes place in the evening. The city needed a daytime activity to fill visitors’ time, so they turned to Taste of Thomasville, who in turn developed a Victorian Sweets tour. The possibilities are endless when you create a versatile tourism product such as a food tour that can be adjusted to any situation and any kind of visitor. Food tours have the power to become a destination of their own, with Taste of Thomasville being one reason many visitors come to Thomasville.

Partnerships Drive Success

In their episode, Bonnie Hayes and Debra Smith also talk about the value of partnerships in the tourism industry. Taste of Thomasville would not have experienced the success it has without a positive partnership with the Thomasville Visitor’s Center. As a result of the partnership, the food tours have sold more tickets and Thomasville has gained more visitors.

Food tours also create mutually beneficial relationships with the restaurants in your destination. Restaurants will promote the tours, and the tours promote the restaurants. Food tours can help local restaurants acquire new customers and often result in return visitation when tour attendees find a restaurant they love.

Another creative way to partner with local restaurants is through a restaurant week. On Episode 294, Olivia Novak shared how Discover Lancaster partnered with Lancaster City to hold Lancaster County Restaurant Week, an event that would help raise money for the Lancaster Farmland Trust. They partnered with local restaurants that featured menu items made with locally sourced ingredients. This partnership drove visitors to Lancaster, increased visitation to local restaurants, and raised money and awareness for Lancaster Farmland Trust.

Unforgettable food experiences likely already exist in your destination. Lean into those experiences and partner with your local restaurants to tell your story in a way that will have visitors hungry for more.

The post Driving Visitation Through Food Tourism appeared first on Travel Alliance Partnership.

“I love how food has a magical power of bringing people closer together and breaking down barriers.”– Michelle Ng, episode 297, Destination on the Left

Inspiration to travel can be sparked by alluring restaurant destinations. Since meals are a big part of any trip, writing about food in a way that inspires is key to destination marketing.

According to Food Travel Monitor, 53% of leisure travelers are food travelers. Research shows that food travelers want to learn about local culinary cultures and customs. They love storytelling and history and travel near and far to find authentic food and beverage products and experiences.

As a former food writer for a local newspaper, I’ve learned that the food on the plate is just one piece of the multi-sensory restaurant experience puzzle. To create a well-rounded and enticing write-up on a food asset, it’s important to get personal and take visitors behind-the-scenes.

Below is a breakdown of eight elements that can add personality, depth and ultimately curiosity to your destination’s culinary stories.

Inspiration Behind the Menu

Take readers beyond the cuisine “type” with a deeper dive behind what makes the chef tick with their menu development. From family recipes (secret spices in grandma’s Sunday sauce), to unique ingredients discovered abroad, to a chef’s love of foraging. These types of examples can provide a more personal connection and appreciation to the menu offerings.

One-of-a-Kind Dishes and Plating

Call out the restaurant’s most unique dishes that travelers can find only at that location.  From playful and over-the-top presentations, to dishes that are organic, rustic or sophisticated works of art – describe the specific ingredients, preparation and plating styles in order to intrigue and offer excitement for the venue.

Seasonality and Local Collaborations

Highlighting seasonal offerings on the menu helps create urgency for diners, as dishes are only available for a limited time. When appropriate, tie in the area’s other assets that partner with the restaurant – from distilleries and wineries to fruit farms and bakeries. Fresh is best and those that support local get a bonus!

Hear from Brian Mastrosimone in episode 180, the owner of Lincoln Hill Farms on Canandaigua Lake, in the Finger Lakes Region of New York. He explains their collaboration with neighbor Star Cider for a dinner on his site’s sunflower fields.

Are you taking the time to ask questions about area partnerships or out-of-the box collaborations?

The Chef’s Story

Every chef has their own path that led them into the kitchen. Are they self-taught, or did they fall in love with food while studying in another country? Ask them about their mentors, the moment they knew they belonged in the kitchen and their favorite part of the craft. This is an opportunity to translate the passion behind the plate.

On episode 251 with Karolina Guilcapi, owner of boutique travel company Sated Ventures, explains that coming face-to-face with people to hear their stories has always been her goal. Therefore, she incorporates chefs as guides in her tours. They go to local markets, talk about the ingredients and specialties in their culinary scene and take the group to their home or restaurant to enjoy a beautiful meal together. According to Karolina, sharing stories takes you to a different level of a relationship – that’s the special memories that you’re going to bring home. What inspiring content that experience would make across social platforms, blogs or website testimonials!

The Owner’s Journey

Discover what brought the restaurant owner into the business. For many, it’s in their blood and they’ve grown up in the kitchen. For others, it’s a second career – once a dream and now a reality. Many owners are the heartbeat of the business, greeting customers, knowing their favorite dish and forming friendships that span family generations. They are often the ones who add that “extra touch” to the dining experience that brings customers back for more.

Location and Décor

Uncover details behind the restaurant’s location and atmosphere. Did the owner always want to be in a specific city, or does the building have historical references? What’s special about the décor? I’ve discovered personal travel artifacts, identified the importance and significance of photos on the walls, and even some owners who were the craftsman to build the location’s furniture. These extra facts and features add character and distinction.

What the Regulars Have to Say

Seek out loyal customers and find out what keeps them returning. Talking to the diners can give the reader a different and personal perspective to the restaurant. What stands out in their minds as special, may come as a surprise to staff members, as they are viewing the experience through a different lens.

Taste Test (my favorite part!)

Make the time to taste and experience the location for yourself. This is a time to be adventurous and try preparations you may not typically explore – you may be pleasantly surprised! It’s also important to sample from various courses – from cocktails and appetizers to desserts and in-between. Focus on the textures, scents, tastes and colors. Not only is it a time to tickle your taste buds, but it will bring your key learnings full circle and help your food writing be more descriptive, exciting and authentic.

The post Food for Thought: Inspirational Food Writing Tips for Destination Marketing appeared first on Travel Alliance Partnership.

This power might seem daunting, but this purpose also reflects its shortcomings. Due to its structure, AI is unable to provide the same level of nuance to its subject matter as a human would and can only work off already-existing content. ChatGPT itself admits that it lacks many of the qualities that make human-generated work unique, such as creativity, emotional depth, and personal touch.

The Inevitable Shift Towards Technology

Regardless of AI improvements, the movement towards the use of technology in the travel and tourism industry has been inevitable for some time. More and more, travelers are seeking the path of most convenience in their planning, with over 36% willing to pay more if there’s an easy and interactive booking process and 63% relying on technology to reduce travel anxiety and control health risks during trips. The use of technology at every step of the travel process also continues to rise, with 79% saying they plan their trips on the internet.

Whether or not AI exists, users are already drawn to online platforms to organize future trips. With this inevitable growth in the digital travel space, the most effective strategy is to accept these changes and grow alongside them. By understanding how AI and technology are altering the industry, the better prepared we will be as professionals for this certain digital future.

What Does This Mean for the Travel and Tourism Industry?

With the dawn of the age of AI, the inner workings of the industry are sure to change, but not inherently to its detriment. In a study conducted by the Journal of Tourism Futures, officials concluded, “AI certainly enhances tourism experiential services however cannot surpass the human touch[,] which is an essential determinant of experiential tourism. AI acts as an effective complementary dimension to the future of tourism.” Given the limitations of what artificial intelligence can do, its work will not replace that of travel professionals but rather supplement their efforts.

AI-Generated Itineraries

In fact, the rise in popularity of AI might very well lead to more efficient and successful operations. Chad Burt, a co-president of OutsideAgents, a Jacksonville, Fla., company with 8,000 advisers in its network, spoke with the New York Times about his experiences using AI in his work. He had used ChatGPT to plan more than 100 itineraries, asking for help to find activities and hotels across a wide variety of travel schedules. The results “can save some basic legwork,” he said, “but a good agent still needs to fact-check and enhance it.” Only a human touch can understand what travelers say they want versus what they really want, he says. 

AI-generated itineraries are flawed on a technical level as well, as it lacks an understanding of the personal desires of each client. Search engines often provide misleading hotel recommendations as well as create itineraries that are logistical nightmares, leading to results that are well below the quality of industry professionals. According to Fox World Travel chief information officer Sam Hilgendorf, “[AI] sometimes provides answers that are both credible and precise, yet completely wrong.”

While AI can’t answer every question or plan every trip, it can undertake some of the industry’s most basic and time-consuming work, granting professionals the ability to spend more time directly with clients. “While AI can’t handle every customer question, it often frees up travel agents to spend more time on more complicated problems,” says Imaginovation Insider, a leading consultant for businesses in the digital space. “If AI can handle the basic GDS skills that once required the time of travel agents, agents could devote their energy to ensuring that customers are investing their time and money into a trip they genuinely want to experience.” 

No Need for Fear

When professionals within the tourism industry understand the unique skill sets both they and artificial intelligence bring to the table, the more successful they will be in our new digital age. Although this new territory might seem tricky, human excellence is still irreplaceable—and with the help of systems such as ChatGPT, we might get an even bigger chance to shine.

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