Interviews with people who lead and shape destinations: heads of national tourism boards, city and regional destination organisations, convention bureaus, and managers of nature parks, biosphere reserves and rural destinations. The collection goes back to 2015 and includes conversations with leaders from Destination Canada, Switzerland Tourism, the Slovenian Tourist Board, VISITFLANDERS, NBTC Holland Marketing, Göteborg & Co, Destination Cleveland and Tourism New Zealand, among others.
A theme that runs through many of these interviews is the shift from promoting a destination to managing it: working with residents, measuring more than visitor numbers, dealing with overtourism and making sustainability part of everyday decisions. Other interviews look at national positioning, campaigns, and how destination marketing connects with city and country branding.
Interviewees are nominated by peers and invited by TPBO. Background reading: destination branding explained and destination marketing explained. More leaders from other fields: Who is Who.