Tourism Pro Talks- Rosemary McCormick of Shop America Alliance

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 Rosemary McCormick of Shop America Alliance and the US Cultural and Tourism Marketing Council.

1. Tell us a bit about how you got started in the tourism industry.

My job from 1989 to 1992 was to open and market Mall of America, the largest enclosed shopping and entertainment center in the USA.  To achieve revenue goals, we needed to attract 40 million visits per year to Minnesota, which at the time had only 4.2 million residents.  The solution was Tourism.  I learned a lot from my mentors including Bonnie Carlson, CEO, Bloomington MN CVB.

 

2. What is your current job and what are your primary responsibilities?

I serve as President of Shop America Alliance LLC and the US Cultural & Tourism Marketing Council LLC (USCHT), two travel trade associations that I co-founded. Shop America is celebrating our 20^th anniversary and USCHT’s 10^th this year. For both organizations, I work with a team to promote Shopping, Dining and Cultural Heritage Tourism to and within North and Central America. This includes publishing Shop America Magazine and The Cultural Traveler guide, attending 12+ travel trade events annually to market our members, producing the ONE Travel Conference for Shopping, Dining and Cultural Tourism (Sept 25-27, 2017 in Las Vegas), marketing 100+ commissionable shopping tour packages and cultural travel experiences in 40 cities and publishing our annual White Paper on International Travel. We market via travel trade and direct to consumers promoting hundreds of members—destinations, retailers, outlets, shopping centers, luxury districts and top museums.  It’s fun!

 

3. What are some of the changes you have seen since you began your career?               

   Ongoing shifts in international arrivals and spending patterns, which we monitor closely. The importance of digital communications as well as print in some markets.  Quality content and fresh ideas.

 

4. What tourism trends are you seeing that will impact your job and how you work in the next 2 years?                                                                                                                                                                                           In US Tourism we are in an era of transition, with travel bans and border walls, at times this can be perceived as unwelcome.  We need to work together to effectively overcome these challenges.  All are welcome!

 

5. It’s vacation time – where do you go?                                                                                                                  I’ve been to 44 countries and all 50 states. Loved all of them. Next big trip to Vietnam and Japan this winter to celebrate our daughter’s graduation. She is Asian and we’re excited to have an Asian Adventure.

 

6. What is your favorite app and tell us a bit about it.                                                                                Hotels.com

 

7. What is your favorite tradeshow and why?                                                                                                                 I like IPW, good place to connect, they do a first rate job.  Also love ONE Travel Conference, our own show, with curated content that always gets great reviews and excellent networking.

 

8. What advice do you have for someone just getting started in the tourism industry?                     

   Take whatever opportunities come your way and build relationships. Don’t be afraid to take risks. Tourism is all about relationships and people will help you. Remember to give back.