In this episode of The Valley Today, hosted by Janet Michael features Justin Kerns from the Winchester Frederick County Convention and Visitors Bureau for an engaging community and tourist conversation.
The episode focused on the recent tourism summit held on March 19. Justin was thrilled about the event's outcome, noting the impressive turnout of around 60 attendees, far exceeding his expectations. He expressed gratitude for the strong partnerships that contributed to the summit's success.
Justin emphasized the wealth of information shared during the summit. Attendees from various sectors, including farm markets, hotels, restaurants, and tour companies, collaborated in workshops, sparking creativity and generating new ideas. He highlighted the critical role of data in understanding traveler trends and shaping marketing strategies. By analyzing data provided by industry experts, such as Dan Roberts from Virginia Tourism, participants gained valuable insights into current travel trends and strategies.
A key takeaway from the summit was the growing demand for immersive experiences. Travelers are increasingly seeking interactive activities that connect them with local communities. Janet and Justin discussed various examples, from mixology classes to unique farm tours. Justin encouraged local businesses to use platforms like Airbnb's 'Experiences' tab to promote such activities, highlighting the potential for collaboration to create memorable experiences.
The conversation also touched on the importance of local partnerships. Justin mentioned how diverse attendees, including those from restaurants, breweries, and hotels, could collaborate to offer unique, combined experiences. Such partnerships can enhance the overall visitor experience and drive more traffic to local businesses.
Towards the end of the episode, Janet and Justin addressed current challenges in the tourism industry. These included a decline in government travel and decreased Canadian travelers due to economic factors. To counter these challenges, Justin shared the bureau's strategy of targeting new markets, such as New York, to attract visitors. He emphasized the importance of continual adaptation and innovation in maintaining a vibrant local tourism industry.
Despite facing some headwinds, Justin remained optimistic about the future. He highlighted the resilience of the local tourism sector, which continued to thrive during the pandemic due to its ability to offer affordable and accessible experiences. Events like weddings and special gatherings were particularly noted for their significant economic impact on local businesses.
The conversation concluded on a positive note, with both Janet and Justin reinforcing the importance of community involvement and innovative thinking in strengthening local tourism. For listeners interested in learning more or getting involved, Justin encouraged reaching out through his website: https://visitwinchesterva.com/ to explore collaboration opportunities and access valuable resources shared during the summit.
