One of the best parts of being in the Tourism industry for many years is the people I meet. Our industry has an endless list of talented, hardworking, fun-loving and creative professionals. I decided to interview my friends and give you a peek into their lives and careers. Feel free to ask questions in the comments section, and I will follow-up with the guest interviewed. This week we hear from my friend Bill Geist. I first met Bill years ago when he spoke at a conference in NY State.
Tell us a bit about how you got started in the tourism industry.
As for many, it was serendipitous. I had just transitioned from broadcast management and my (then) hometown Destination Marketing Organization (DMO) was looking for its next Director. I loved my town, was adept at marketing and applied. The rest is history.
What is your current job and what are your primary responsibilities?
After serving as the Director of two DMOs, I decided to launch a consultancy to serve the Destination Marketing sector in 1995. 24 years later, I serve as the Founder and Chief Instigator of DMOproz, a firm that offers consulting services to DMOs across the Americas. My primary responsibilities include interacting with destination clients and developing strategies to enhance both their destinations and organizations. We also have recently launched a podcast (DMOU.com) in which we interview the best and the brightest in the DMO world.
What are some of the changes you have seen since you began your career?
The easy answer is the internet and the digital age. The wealth of information available today and how it has changed consumer choice patterns has caused every Destination Marketer to reassess their strategies and relevant offerings.
The other change we’ve seen is just how super-politicized Destination Marketing has become. The marketing of a community should be a “no-brainer.” Every community must succeed in this hyper-competitive environment. But, a growing number of politicians seem hell-bent on eliminating destination marketing as a somehow frivolous endeavor for communities. Thus, today’s DMOs are spending an inordinate amount of their resources playing defense when their communities desperately need them to be playing offense on their behalf.
What tourism trends are you seeing that will impact your job and how you work in the next 2 years?
I think our firm will increasingly be called upon by communities to help justify Destination Marketing as a Community Value to local leaders. And, we expect an increasing number of DMOs will look to us to assist with Destination Visioning and Master Plans. That’s where we believe DMOs will increase their relevancy in the coming years; guiding their community leaders and area developers in creating a destination that works for residents and visitors alike.
It’s vacation time – where do you go?
On the road as much as we are with our clients, it’s heaven to chill at home on our screened porch in front of our fire table and listen to nature (and, on occasion, international internet radio). But, when it’s time to shut down the office for a couple weeks to recharge, we like to explore destinations around the globe that haven’t yet been discovered by the masses.
What is your favorite app and tell us a bit about it.
Olives, cheese and pine nuts in Phyllo Cups is pretty tasty (and easy when friends drop by). If you mean those apps on my mobile device, I’m pretty pedestrian: Waze for GPS (but Maps in very rural areas), AnyList for shopping lists, AroundMe when I’m in other towns looking for products or services and TuneInRadio to keep the soundtrack of our lives ever fresh.
What is your favorite tradeshow and why?
We don’t do a lot of Tradeshows (it’s just not who we are). That said, for the DMO industry, Destinations International’s Annual Conference is one we never miss. Great networking.
What advice do you have for someone just getting started in the tourism industry?
Don’t be afraid to ask a lot of questions…especially “why.” So many people don’t want to appear clueless in their new jobs…but I’ve found that asking for help in understanding something often produces a mentor that takes an interest in ensuring that you succeed.
The other piece of advice is to, regardless of one’s job, endeavor to make as many people smile as you can each day. That’s why we do what we do in the hospitality industry, n’est-ce pas?
Want to learn more?
Connect with Bill at his website
Read the Book- Destination Leadership