Destination On The Left

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

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/

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: [email protected] 

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/

On this episode of Destination on the Left, I talk with Matt Pivarnik, a community development leader with nearly 27 years of experience across destination development, destination stewardship, tourism marketing, economic development, and legislative success. Drawing on his work in Tulsa, Topeka, and now Myrtle Beach, Matt shares why he sees tourism as an important part of broader community and economic development. We discuss the power of trust and collaboration, the organizational model taking shape in Myrtle Beach, and why communities need to balance the immediate demands of tourism marketing with long-term investments in their people, infrastructure, and future. What You Will Learn in This Episode: How tourism-related economic development can broaden the way communities think about tourism and destination development Why trust, collaboration, and putting community interests ahead of organizational egos are essential to successful communities How Myrtle Beach is creating a collaborative structure that allows distinct organizations to work alongside one another Why sharing services, resources, and expertise can help community organizations operate more effectively How destinations can balance the pressure for immediate visitation with long-term investments in tourism product and community development What Matt and his colleagues learned from listening to residents as they developed the Collaborate 2031 community strategy Why clear governance and financial "fences" are important for accountability and responsible stewardship of public dollars From Destination Marketing to Community Development Matt describes his career as a journey through the many interconnected pieces of community development. While destination marketing is an important part of the work, he believes the industry is increasingly recognizing the connection between tourism, economic development, destination development, and community stewardship. He shares his excitement about the emerging idea of "tourism-related economic development" and what it means to think intentionally about attracting attractions, assets, investment, and opportunities that strengthen a community.  That broader perspective also changes how Matt thinks about destination competitiveness. In Myrtle Beach, the beach is an extraordinary asset, but he points to the historic communities, cultural experiences, restaurants, waterways, and other distinctive places that surround it. Creating a compelling destination isn't only about promoting the most recognizable attraction. It is about understanding what makes a community unique and finding ways to tell the larger story.  Building Collaboration Without Losing Organizational Identity A significant part of the conversation focuses on the collaborative model developing in Myrtle Beach. Matt explains how having multiple organizations working toward economic and community development can create confusion when their roles aren't clearly defined. Rather than putting one organization "under" another, he believes organizations are more effective when they operate alongside one another, maintaining their individual responsibilities while sharing resources and working toward common goals.  That approach creates opportunities to share services such as finance, human resources, IT, data, and office space while preserving the autonomy of each organization. Matt also emphasizes that collaboration requires more than a new organizational chart. It requires trust and a willingness to set aside egos. He reflects on his experience in Topeka, where organizational leaders ultimately focused less on protecting individual entities and more on asking what was best for the community and its economy. That shift opened the door to deeper collaboration and a more effective way of working together.  Planning for the Community's Future Myrtle Beach's rapid growth makes long-term thinking especially important. Matt describes the challenge of balancing the need to generate visitation today with the responsibility to invest in the destination's product, infrastructure, and quality of life for the future. With significant growth in both tourism and the resident population, the community is increasingly focused on understanding resident sentiment and making sure the people who live there have a voice in shaping what comes next.  That thinking is at the heart of Collaborate 2031, a five-year, community-wide strategy shaped through conversations with residents, focus groups, and stakeholders across the county's 15 communities. Matt explains why the plan is intentionally focused on measurable progress rather than simply creating a long-range vision or using the strategy as a fundraising exercise. Once priorities are established, the goal is to determine which organizations are best positioned to take responsibility and then ensure they have the resources necessary to follow through. For Matt, the ultimate measure of successful collaboration is simple: communities where development organizations work together are better positioned to move their economies forward, while communities where those organizations compete with one another risk falling behind.  Resources: Website: greatermyrtlebeachcollaborative.com(opens in new tab) LinkedIn: https://www.linkedin.com/in/chrisfairresonance/