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View From Afar | Travel Industry News

View From Afar is the travel industry podcast made by the travel industry, for the travel industry. Hosted by the editors of Afar, the show sits down with the CEOs, tourism experts, hoteliers, and destination leaders shaping how the world moves. These are travel industry interviews with the people actually making the decisions, from national tourism boards to the newest hotel brands, often recorded in the room where it happens, including live from major travel industry events like IPW.

Every episode is a real conversation, not a press release. Afar editors talk with travel changemakers about what the next era of travel will be built on: the rise of sustainable tourism, smarter destination management, the travel innovation reshaping the guest experience, and the travel industry challenges no one wants to say out loud. Expect tourism experts interviews that move from travel marketing strategies and travel consumer insights to local tourism initiatives, destination highlights, and the future of travel and tourism development. Past guests have led the tourism efforts of entire states and cities, run major transit and hospitality brands, and steered destinations through record years and hard pivots alike.

If your work touches travel, think of this as your briefing. As a travel podcast built for professionals, View From Afar delivers the travel industry news and travel industry insights that help destination marketers, hospitality industry leaders, tour operators, and travel professionals stay ahead of travel trends 2026 and beyond. It is travel storytelling with a purpose: honest, curious, and grounded in the real experiences of the people building the business of travel.

Afar has spent more than a decade telling travelers where to go and why it matters. View From Afar turns that same lens on the industry itself, giving you a front-row seat to the ideas, the debates, and the travel experiences defining what comes next. New episodes bring new voices and new destinations to the table.

Follow View From Afar wherever you listen, and join the conversation shaping the future of travel.

Latest Episodes:

Live From ILTM: Cutting Through the "Sea of Sameness"—Catherine Powell's Vision for AmaWaterways Dec 04, 2025

Show notes

AmaWaterways is expanding river cruising's appeal beyond its traditional audience, drawing in solo travelers, active families, and wellness-focused guests who are discovering this style of travel for the first time.

In this ILTM (International Luxury Travel Market) episode, recorded live in Cannes, Catherine Powell, the new CEO of AmaWaterways, joins Afar editor in chief Julia Cosgrove to reveal the brand's fresh visual identity and expansion plans, including eight new European ships and pioneering Colombian routes.

Catherine brings expertise from Disney Parks and Airbnb to the family-founded company, applying her knowledge of memorable guest experiences to river cruising.

Under her leadership since early 2025, AmaWaterways is cutting through the "sea of sameness" with distinctive branding and curated experiences, from Smithsonian journeys to Soulful Experiences cruises celebrating Black culture. The conversation also explores the brand's pioneering spirit—and how it maintains intimacy while scaling.

What You'll Learn

AmaWaterways is launching several new ships through 2027, including the AmaRudi (named after co-founder Rudi Schreiner)
Every AmaWaterways ship has a dedicated wellness host leading programs from morning yoga to differentiated hiking levels for "gentle walkers" and active adventurers
The brand offers specialized cruises including Adventures by Disney partnerships, Soulful Experiences, Latin Touch, and Smithsonian Journeys to connect like-minded travelers
Solo travelers are thoughtfully accommodated with dedicated tours, strategic table arrangements with a fifth chair, and inclusive programming during holidays

Key Moments [1:59] Catherine unveils AmaWaterways' brand refresh at ILTM, explaining the need to stand out in a market full of "blue and gold sameness" [4:26] Discussion of Catherine's Disney and Airbnb background: deconstructing hospitality to its core elements of welcome, communication, care, and surprise [6:18] Julia shares her personal experience sailing with young children, highlighting how crew members embodied the family-founded company's warmth

[13:35] What wellness on board looks and feels like [16:31] Catherine's vision for innovation: from Colombia's Magdalena River infrastructure to using AI to enhance rather than replace human connections

Resources

Visit the AmaWaterways website for cruise information and bookings
Explore our river cruise coverage featuring AmaWaterways on afar.com
Discover ILTM Cannes where this conversation was recorded

Stay Connected

Sign up⁠ for our travel industry newsletter, Afar Advisor.
Sign up for our podcast newsletter, ⁠⁠Behind the Mic⁠⁠, where we share upcoming news and behind-the-scenes details of each episode.
Explore our other podcasts, ⁠Unpacked,⁠ where we dig into the trickiest topics in travel, and ⁠⁠Travel Tales⁠⁠, which celebrates first-person narratives about the way travel changes us.

View From Afar is part of ⁠⁠Airwave Media⁠⁠'s podcast network. Please contact ⁠⁠advertising@airwavemedia.com⁠⁠ if you would like to advertise on our podcast.

This ILTM special series was recorded live in Cannes, France. View From Afar is a production of Afar. The podcast is produced by Aislyn Greene and Nikki Galteland.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Live From ILTM: Inside Forbes Travel Guide's 67-Year Legacy of Defining Luxury Dec 02, 2025

Show notes

Forbes Travel Guide has been the gold standard for luxury hotel ratings for more than 60 years, and its anonymous inspections remain one of the travel industry's most influential forces. In this ⁠ILTM⁠ (International Luxury Travel Market) episode, recorded live in Cannes, Hermann Elger, CEO of Forbes Travel Guide, joins Afar co-founder Joe Diaz to reveal how the guide maintains its integrity while expanding beyond hotels into cruise lines, air travel, and emerging luxury categories.

The conversation covers how Forbes protects inspector anonymity—even from Hermann himself—and why the Standards Advisory Committee includes industry voices to ensure ratings evolve with traveler expectations. Hermann also explores how the five-star standard has become synonymous with excellence across industries and shares its expansion into river cruises, the Edge List for emerging properties, Star Bars, and the Icons List for legendary establishments.

What You'll Learn

Forbes Travel Guide inspectors remain anonymous even to the CEO, with only two people knowing their identities to maintain rating integrity
Service accounts for the majority of scoring over facilities—a property can have dated décor but achieve five stars through exceptional service
The Guide has expanded to include Verified Air Travel Awards, cruise and river cruise ratings, the Edge List for up-and-coming properties, Star Bars, and the Icons List
Standards evolve through an industry Advisory Committee that ensures ratings reflect current luxury expectations while maintaining consistency

Key Moments [3:28] Discussion of how Forbes maintains inspector anonymity and why third-party verification matters more than ever in the age of online reviews [6:11] Hermann reveals the Guide's expansion strategy: cruise lines, air travel awards, Edge List, Star Bars, and Icons List to cover the full luxury travel journey [10:11] Behind the curtains of how these iconic lists come together.

Resources

Visit the Forbes Travel Guide website for star ratings and travel planning
Explore the Verified Air Travel Awards and Edge List for emerging properties
Discover ILTM Cannes where this conversation was recorded

Stay Connected

Sign up⁠ for our travel industry newsletter, Afar Advisor.
Sign up for our podcast newsletter, ⁠⁠Behind the Mic⁠⁠, where we share upcoming news and behind-the-scenes details of each episode.
Explore our other podcasts, ⁠Unpacked,⁠ where we dig into the trickiest topics in travel, and ⁠⁠Travel Tales⁠⁠, which celebrates first-person narratives about the way travel changes us.

This ILTM special series was recorded live in Cannes, France. View From Afar is a production of Afar Media. The podcast is produced by Aislyn Greene and Nikki Galteland.

View From Afar is part of ⁠⁠Airwave Media⁠⁠'s podcast network. Please contact ⁠⁠advertising@airwavemedia.com⁠⁠ if you would like to advertise on our podcast.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Live From ILTM: Fora's Mission to Modernize the Travel Advisor Model Dec 02, 2025

Show notes

Fora Travel is proving that the travel advisor industry can evolve beyond traditional gatekeeping while maintaining professional excellence. In this ILTM (International Luxury Travel Market) episode—recorded live in Cannes—Henley Vazquez, cofounder of Fora Travel, joins Afar cofounder Joe Diaz to share how she's transforming a legacy industry by saying "yes" to a new generation of travel entrepreneurs who don't fit the traditional full-time advisor mold.

Henley discusses her journey from running a traditional agency to launching Fora in 2021, frustrated by having to turn away talented people who couldn't commit to full-time travel planning due to other careers or family obligations. The conversation covers Fora's innovative technology like "bookable quotes" that update in real-time, price monitoring AI that alerts clients to rate changes, and how the platform turns advisors into "wingpeople" rather than middlemen.

Henley also explores the challenge of maintaining community intimacy while scaling to thousands of advisors and why transparency and human connection remain essential even as AI transforms the industry.

What You'll Learn

Fora operates as a host agency with a $299 annual membership fee, splitting commissions with advisors while handling all back-office operations
The platform's "bookable quote" feature allows clients to book travel in real-time while keeping advisors in the loop for expert guidance
Fora employs 180 staff members, with half being engineers focused on modernizing legacy travel technology
Price monitoring AI tracks all bookings and alerts advisors and clients when rates change by more than 5 percent or $50

Key Moments [2:01] Henley explains how COVID pushed her to rethink the industry: "I was tired of saying no to people" who had travel expertise but couldn't work traditional advisor hours

[5:59] Joe reveals he's actually a Fora advisor himself, surprising Henley and demonstrating the platform's accessibility to non-traditional users [8:41] Discussion of scaling community through chapters, with local leaders organizing everything from partner events to hiking meetups across 92 countries [12:37] Henley's vision for advisors as "wingpeople not middlemen"—using technology to handle administrative tasks while humans provide expertise when it matters most

Resources

Visit the Fora Travel website to learn about becoming an advisor
Explore Fora's annual conference that grew from 40 to 800-plus attendees
Learn about ILTM Cannes where this conversation was recorded

Stay Connected

Sign up⁠ for our travel industry newsletter, Afar Advisor.
Sign up for our podcast newsletter, ⁠⁠Behind the Mic⁠⁠, where we share upcoming news and behind-the-scenes details of each episode.
Explore our other podcasts, ⁠Unpacked,⁠ where we dig into the trickiest topics in travel, and ⁠⁠Travel Tales⁠⁠, which celebrates first-person narratives about the way travel changes us.

This ILTM special series was recorded live in Cannes, France. View From Afar is a production of Afar Media and part of the Airwave Media podcast network. The podcast is produced by Aislyn Greene and Nikki Galteland with assistance from Jenn Flowers, Julia Cosgrove, and Joe Diaz.

View From Afar is part of⁠ ⁠⁠Airwave Media⁠⁠⁠'s podcast network. Please contact ⁠⁠advertising@airwavemedia.com⁠⁠ if you would like to advertise on our podcast.

Learn more about your ad choices. Visit megaphone.fm/adchoices

The Business Case for Purpose-Driven Travel: Lessons From Intrepid's CEO Oct 08, 2025

Show notes

How do you build a travel company that prioritizes purpose over profit—and still succeed? For James Thornton, CEO of Intrepid Travel, it starts with transparency, ambition, and a commitment to local communities.

In this episode of View From Afar, he chats with Afar director of podcasts Aislyn Greene about how he's steering one of the world's most beloved adventure travel companies through challenges like overtourism, climate change, and the evolving expectations of modern travelers.

In this episode you'll learn:

How Intrepid creates its annual Not Hot List of emerging destinations and ensures they're ready for sustainable tourism.
Why the company banned elephant rides in 2014 and how transparency drives trust with travelers.
What it takes to become a B Corp- certified travel company—and why it took three years.
How Intrepid co-designs trips with Indigenous communities and women-focused travel groups.

Don't miss these moments:

[01:45] How James Thornton got into the travel space.

[03:00] Examples from Intrepid's 2025 Not Hot List, including the island in Croatia that was a military zone until the 1980s—and why it's perfect for travelers seeking authentic experiences. [10:30] Why women are the primary decision-makers in travel and how Intrepid is responding with women-only expeditions. [18:00] The challenging three-year journey to B Corp certification and why it was worth it. [24:00] James's pandemic-era crisis leadership and his open letter to travelers. [32:00] The loneliness pandemic and why human connection matters more than ever in travel.

Featured in this episode

Intrepid's 2025 Not Hot List destinations including Vis Island, Croatia; Sierra Leone; and the Tian Shan Mountain Range, Kyrgyzstan
Intrepid's women-only expeditions in Jordan, Morocco, Iran, India, Turkey, and many more countries
Intrepid's Reconciliation Action Plan for Indigenous tourism in Australia

Resources

Explore Intrepid's 2025 Not Hot List
Download Intrepid's open-source B Corp Guide for purpose-led businesses
Explore Intrepid Travel's trips and experiences

Stay Connected

Sign up⁠ for our travel industry newsletter, Afar Advisor.
Sign up for our podcast newsletter, ⁠⁠Behind the Mic⁠⁠, where we share upcoming news and behind-the-scenes details of each episode.
Explore our other podcasts, ⁠Unpacked,⁠ where we dig into the trickiest topics in travel, and ⁠⁠Travel Tales⁠⁠, which celebrates first-person narratives about the way travel changes us.

View From Afar is part of ⁠⁠Airwave Media⁠⁠'s podcast network. Please contact ⁠⁠advertising@airwavemedia.com⁠⁠ if you would like to advertise on our podcast.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Has East Africa's Great Migration Become Too Popular? Sep 03, 2025

Show notes

In July 2025, a video from veteran safari guide Nick Kleer went viral, showing more than 150 safari vehicles crowding a single wildebeest crossing in Tanzania's Serengeti. The chaotic scene sparked outrage and raised urgent questions about overtourism in East Africa's most iconic wildlife destinations. But the issue is much more nuanced.

In this episode of View From Afar—the first in a larger safari series that will continue into 2026—Afar senior deputy editor Jennifer Flowers speaks with two veteran safari industry leaders about the crisis threatening the Great Migration and what can be done to ease overtourism, while protecting wildlife and local livelihoods.

Guests

Nicky Fitzgerald - Co-founder of Angama, with 45 years in the safari industry
Joss Kent - CEO of &Beyond, lifelong Kenya resident and conservation advocate

In this episode you'll learn

How social media's "seven-second soundbites" have reduced the year-round Great Migration to a single Instagram moment
Why guides face enormous pressure to deliver river crossings, even when it harms wildlife
The role of government regulation, park fees, and resource management in controlling crowds
How global hotel brands entering the safari space are changing the landscape
What travelers can do to experience the migration responsibly

Key moments

[03:13] How the industry arrived at this moment
[07:56] Why this isn't just about river crossings - every major wildlife sighting faces vehicle pressure
[10:16] The complex question of who's responsible: guests, operators, guides, or governments
[20:28] The Ritz-Carlton Masai Mara controversy and environmental impact concerns
[30:05] How to encourage travelers to see the migration responsibly
[33:42] The role of social media
[39:33] What's at stake if the industry doesn't change course

Resources

Read Jenn's full interview with safari guide Nick Kleer (who filmed the viral video)
Read the transcript of the episode
Learn more about Angama's safari lodges
Explore &Beyond's lodges and experiences

Be sure to subscribe to the show and to sign up for our podcast newsletter, ⁠Behind the Mic⁠, where we share upcoming news and behind-the-scenes details of each episode. And explore our other podcasts, Unpacked, where we dig into the trickiest topics in travel, and ⁠Travel Tales⁠, which celebrates first-person narratives about the way travel changes us.

View From Afar is part of ⁠Airwave Media⁠'s podcast network. Please contact ⁠advertising@airwavemedia.com⁠ if you would like to advertise on our podcast.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Live From IPW: Martha Sheridan on How Boston Balances Revolutionary History with Modern Innovation Jun 26, 2025

Show notes

America's birthplace of the revolution is writing new chapters while honoring its historic legacy. In this IPW 2025 episode, recorded live from the conference floor, Martha Sheridan, president and CEO of Meet Boston, joins Afar editorial director Billie Cohen to discuss how the city balances its Revolutionary War heritage with contemporary attractions and diverse neighborhoods.

The conversation covers Boston's ongoing America 250 celebrations, which began early with events like the 250th anniversary of the Boston Tea Party in 2023 and will culminate in a spectacular Fourth of July 2026 celebration featuring the World Cup and tall ships. Martha also discusses emerging neighborhoods like Allston-Brighton with its New Balance development and the Boston Art Triennial running through October, which uses public art installations to guide visitors through over 20 neighborhoods.

Addressing current challenges in international tourism, Martha emphasizes Boston's welcoming message under diverse leadership and the city's continued appeal for business travelers, evidenced by major conventions like Bio bringing 20,000 scientists from around the world. She concludes by highlighting Boston's unique characteristic: the ability to experience vastly different cultures and atmospheres within a 10-minute walk between neighborhoods.

What You’ll Learn

The city’s governor, lieutenant governor, and mayor are all women
2023 was the 250th anniversary of the Boston Tea Party
Boston is planning a massive 4th of July celebration for 2026 and will host several World Cup matches.
This year is the very first Boston Triennial, through October 2025.
Boston has 23.5 (yes, .5) diverse neighborhoods.

Key Moments

[05:07] The city’s governor, lieutenant governor, and mayor are all women, and Sheridan credits this trio with helping make Boston an open and welcoming city.

[06:01] Boston has been celebrating since 2023, which was the 250th anniversary of the Boston Tea Party.

[9:02]: Allston–Brighton is one neighborhood that may be less known to tourists, and New Balance built a track there surrounded by a development with restaurants, shops, and activities.

[10:37] Sheridan stresses that tourism can support community needs by creating jobs, attracting new businesses, and helps strengthen local businesses such as restaurants.

Resources

Read the transcript of this episode

Learn more about Meet Boston

Listen to Martha's podcast, Boston Found

Find Meet Boston on Facebook, Instagram, and TikTok

Read Afar’s recent Boston coverage I

🇺🇸 America 250 Update: In 2026, Boston will host seven World Cup matches and has a blowout 4th of July celebration planned.

Previous Episode: Julie Coker, President and CEO of NYC Tourism and Conventions, on how the city is unlike any other in the world.
Complete Series: View From Afar

Also in this IPW series: Hear from Angela Val, President and CEO of Visit Philadelphia, on how the City of Brotherly Love lives up to its name.

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.
Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.
Sign up for our travel industry newsletter, Afar Advisor.
Rate and review the show to help other travel professionals discover these insights.
Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Live From IPW: NYC's New Tourism Chief on the City's 400th Anniversary Plans and Borough-Wide Growth Jun 26, 2025

Show notes

New York City continues to set the global standard for urban tourism, and its newest tourism leader is ready to build on that legacy. In this IPW 2025 episode, recorded live from the conference floor, Julie Coker, president and CEO of New York City Tourism + Conventions, joins Afar editorial director Billie Cohen to discuss her vision for the Big Apple's tourism future.

Julie, who started her role in December 2024, brings extensive experience from leading tourism organizations in Philadelphia and San Diego. The conversation covers New York's remarkable resilience and recovery speed compared to other major metropolitan areas, particularly following COVID-19.

Julie also discusses the city's ambitious plans for upcoming major events, including hosting eight FIFA World Cup matches in 2026, celebrating the city's 400th anniversary in 2025, and participating in America's 250th anniversary celebrations with events like Sail Forth 250, featuring over 30 tall ships gathering in New York Harbor.

Julie also addresses current challenges facing international tourism, including geopolitical tensions and visa wait times, while emphasizing her commitment to ensuring tourism benefits reach all five boroughs and underserved communities.

What You’ll Learn

Etihad Park, a dedicated soccer stadium, will open in Willets Point, Queens in 2027.
How Coker and her team aim to spread the wealth of tourism across all five boroughs.
The big plans for NYC's 400th birthday celebration and America 250.

Key Moments:

[06:28] Coker believes NYC bounced back from the pandemic more quickly than other cities because of “the diversity of the economy, the people, and the resources that we have.”

[08:41] Diversity of offerings is key, and NYC continues to add new attractions, like Etihad soccer stadium, opening in Queens in 2027.

[12:09]: NYC will celebrate its 400th birthday this year on September 7th with a huge, free event around Broadway.

Resources

Read the transcript of this episode

Learn more about NYC Tourism + Conventions

Find NYC Tourism + Conventions on Facebook, Instagram, and TikTok

Read Afar’s recent New York City coverage

🇺🇸 America 250 Update: NYC will host eight World Cup matches in 2026. Etihad soccer stadium is set to open in Willets Point, Queens in 2027.

📊 By the Numbers: International travelers are just 20 percent of NYC’s visitors but make up 50 percent of its visitor spending.

Previous Episode: Tamara Pigott, Executive Director of Visit Fort Myers, on transforming southwest Florida into a world-class destination
Up Next: Martha Sheridan, President and CEO of Meet Boston.
Complete Series: View From Afar

Also in this IPW series: Hear from Kristen Reynolds, President & CEO of Choose Chicago, on how the city celebrates diversity, inclusion, and the Pope (of course).

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.
Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.
Sign up for our travel industry newsletter, Afar Advisor.
Rate and review the show to help other travel professionals discover these insights.
Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Live From IPW: Tamara Pigott on Southwest Florida's Recovery and the Evolution of Fort Myers Tourism Jun 26, 2025

Show notes

Southwest Florida is proving that beach destinations can evolve beyond sun and sand while maintaining their natural magic. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Tamara Pigott, executive director of Visit Fort Myers, joins Afar editorial director Billie Cohen to share how she's helped transform the region into a world-class travel destination over her 25 years with the organization, including 10 years in the top position.

Tamara discusses how Fort Myers, Sanibel Island, and Captiva Island have become household names while balancing tourism growth with environmental conservation. The region stands out as the "seashell capital of America" and maintains nearly 70 percent of Sanibel Island as preserved land with strict building height restrictions.

The conversation covers the ongoing recovery from Hurricane Ian, a Category 5 storm that hit in 2022, and how the tourism industry has rebounded with over 80 percent of accommodations now reopened destination-wide. Tamara also explores emerging trends like solo travel and how the region's vibrant downtown districts are creating urban experiences that complement the natural coastal attractions.

What You'll Learn

Sanibel Island is home to the Bailey-Matthews National Seashell Museum with interactive experiences for all ages
Nearly 70 percent of Sanibel Island remains preserved land with strict development guidelines
Fort Myers has developed beyond beaches with vibrant downtowns, breweries, entertainment districts, and cultural attractions
The region attracts visitors with household incomes over $100,000 who are seeking "respite getaway without a passport."

Key Moments [Beginning] Tamara explains how the Fort Myers region offers a "natural experience" with migratory birds, dolphins, and manatees beyond traditional beach tourism [Middle] Discussion of Hurricane Ian recovery efforts, with over 50 percent of island accommodations now reopened and destination-wide recovery at over 80 percent [Middle] Tamara shares advice for other DMOs facing natural disasters: build deep relationships with emergency management, mayors, and community leaders before crisis hits [End] Exploration of solo travel trends and how Fort Myers caters to travelers aged 45-55 seeking peaceful getaways

Resources

Read the transcript of the episode.
Visit the Visit Fort Myers website and social media handles.
Learn more about the Bailey-Matthews National Seashell Museum on Sanibel Island.
Explore Fort Myers' downtown district with the Luminary Autograph hotel and entertainment options.
Discover Bonita Springs' riverside downtown area with breweries and parks.

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.
Follow @AfarMedia on ⁠Instagram⁠ and ⁠TikTok⁠ for behind-the-scenes IPW content.
⁠Sign up⁠ for our travel industry newsletter, Afar Advisor.
Rate and review the show to help other travel professionals discover these insights.
Explore our other podcasts, ⁠Travel Tales⁠, where we share first-person narratives of trips that have changed us, and ⁠⁠⁠Unpacked⁠⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Live From IPW: Maine Tourism Chief's 'Forged by Nature' Vision Connects Landscape to Everything Else Jun 26, 2025

Show notes

Maine is proving that small state thinking can yield big tourism results while staying true to its roots. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Maine Office of Tourism Director Carolann Ouellette joins Afar editorial director Billie Cohen to discuss her unique journey back to leading Maine tourism for a second time, having previously held the role from 2010 to 2016 before launching the state's groundbreaking Office of Outdoor Recreation.

Drawing from her aviation industry background—her father was a Pan Am pilot and she worked as a flight attendant—Carolann brings a traveler's perspective to destination marketing. Her strategy focuses on connecting like-minded but disparate groups to create authentic experiences, from boutique hotels in historic properties to unique outdoor adventures. Under her "Forged by Nature" brand platform, Maine is positioning itself as a destination where landscape inspires everything from outdoor recreation to artisanal crafts and culinary experiences.

What You’ll Learn

Why Ouellette created Maine’s Office of Outdoor Recreation
How tourism can really have an impact at a very local level in a small state like Maine.
Maine now has its first professional soccer team, the Hearts of Pines
For America 250, the state is creating the 250-entry Maine Atlas.

Key Moments

[06:17] The state has had a lot of investment in historic buildings like windmills and mansions being turned into hotels.

[11:17] Maine’s Office of Outdoor Recreation works with high schools, community colleges, and universities to help students learn more about working in the outdoor recreation economy.

[14:39]: The tourism office is focused on finding things that attract visitors that also have an impact at a very local level.

[16:12]: For America 250, the state is putting together the Maine Atlas with 250 entries covering its recent history.

Resources

Read the transcript of this episode

Learn more about the the Maine Office of Tourism and Visit Maine

Find Visit Maine on Instagram and Facebook

Read Afar’s recent Maine coverage

Previous Episode: Anne Sayers, Wisconsin Secretary of Tourism.
Up Next: Tamara Pigott, Executive Director of Visit Fort Myers.
Complete Series: View From Afar

Also in this IPW series: Hear from Stacy Ritter, President and CEO of Visit Lauderdale, on ensuring Fort Lauderdale is welcoming to every type of traveler.

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.
Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.
Sign up for our travel industry newsletter, Afar Advisor.
Rate and review the show to help other travel professionals discover these insights.
Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Live From IPW: Wisconsin's Tourism Chief on Breaking Records—and Breaking Stereotypes Jun 26, 2025

Show notes

Wisconsin is proving that the Midwest can surprise travelers while breaking tourism records. In this IPW 2025 episode, recorded live on the conference floor in Chicago, Wisconsin Secretary of Tourism Anne Sayers joins Afar deputy editor Michelle Baran to discuss how the state has achieved three consecutive record-breaking years of tourism growth under her leadership since December 2020, expanding from six media markets in 2019 to 14 today while transforming perceptions of the destination.

A key part of Anne's strategy has been reframing Wisconsin as a four-season destination, showcasing winter activities like skiing, snowmobiling, and cozy cabin experiences to combat the perception that it's only a summer getaway. She emphasizes Wisconsin's unique blend of iconic American brands like Harley-Davidson, architectural treasures from Frank Lloyd Wright, and genuine Midwestern hospitality that creates unexpected discoveries for visitors.

As Wisconsin rides momentum from hosting major events like the Ryder Cup and political conventions, Anne's vision is to establish the state as a must-visit domestic leisure destination where travelers can "discover the unexpected" throughout the entire state, from the Apostle Islands in the north to countless surprises in between.

What You’ll Learn:

Wisconsin is bursting with outdoor activities, including winter surfing and rockclimbing
Wisconsin has a festival dedicated to when a piece of Sputnik fell in Manitowoc
Wisconsin has 600 varieties of cheese.
Wisconsin is the birthplace of Frank Lloyd Wright.

Key Moments:

[02:38] Sayers started her role in December 2020, and Wisconsin Tourism has now had its third record-breaking year in a row.

[06:49] Wisconsin excels in celebrating winter with all kinds of outdoor fun, including skiing, snowmobiling, and walking on frozen lakes.

[8:53]: Visitors can see Frank Lloyd Wright’s home and a school, place of worship, and conference center all designed by him.

[11:13]: Wisconsin is home to the world’s largest refracting telescope.

Resources

Read the transcript of this episode

Learn more about Travel Wisconsin

Find Travel Wisconsin on Facebook and Instagram

Read Afar’s recent Wisconsin coverage

Previous Episode: Brad Dean, President & CEO of Explore St. Louis, on the city’s incredible momentum.
Up Next: Carolann Ouellette, President of the Maine Office of Tourism.
Complete Series: View From Afar

Also in this IPW series: Hear from Kristen Reynolds, President & CEO of Choose Chicago, on how the city celebrates diversity, inclusion, and the Pope (of course).

Stay Connected

Subscribe to View From Afar to catch all 20 IPW episodes this week.
Follow @AfarMedia on Instagram and TikTok for behind-the-scenes IPW content.
Sign up for our travel industry newsletter, Afar Advisor.
Rate and review the show to help other travel professionals discover these insights.
Explore our other podcasts, Travel Tales, where we share first-person narratives of trips that have changed us, and ⁠⁠Unpacked⁠⁠, which unpacks a tricky topic in travel each week.

This IPW 2025 special series was recorded live in Chicago. View From Afar is a production of Afar Media and a part of Airwave Media’s podcast network (email advertising@airwavemedia.com if you would like to advertise on our podcast). The podcast is produced by Aislyn Greene and Nikki Galteland, with assistance from Michelle Baran and Billie Cohen. Music composition from Epidemic Sound.

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