434. Leveraging Lifestyle Media to Boost Tourism, with Liza Graves
Release Date: 06/25/2025
454. What Makes Atlantic Canada’s Tourism Scene Unique, Atlantic Canada Roadshow 2025 Part 2
Destination On The Left
We’re taking you on a road trip through the future of tourism in Atlantic Canada. You’ll hear firsthand from tourism leaders on how the region captivates new generations of travelers while staying true to its maritime roots. We also spotlight the rise of Indigenous-led travel experiences and the wave of creativity from local artisans. From group travel trends to the power of regional collaboration, each story underscores how Atlantic Canada’s tourism pros aren’t just adapting—they’re shaping what meaningful travel looks like for the years ahead. In this episode, you’ll hear from...
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453. News from the Atlantic Canada Roadshow 2025 Part 1
Destination On The Left
This week on Destination on the Left, we bring you the first special roadshow installment from the Atlantic Canada Showcase 2025 in beautiful Saint John, New Brunswick. In this episode, we dive into the deep-rooted community spirit and storytelling tradition that make Atlantic Canada such a fantastic destination. You’ll hear firsthand from passionate tourism professionals across the region, who will share powerful insights on how authenticity, connection, and collaboration are shaping travel experiences in Atlantic Canada—offering everything from local cuisine and hands-on adventures to...
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452. How Dot Vegas Connects Travel, Technology, and Marketing, with Chris Mondini & Dusty Trevino
Destination On The Left
On this episode of Destination on the Left, I talk with Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas. We will learn how top-level domains are created and what domains like Dot Vegas can do to help a brand stand out. Our conversation is informative, educational, and will give you a whole new perspective on your brand’s Internet address. What You Will Learn in This Episode: How top-level domains (TLDs) are created and why the addressing system of the Internet matters Why distinctive TLDs, like Dot...
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451. How Travel Alberta’s Wild Side is Bringing International Visitors to Canada, with Tannis Gaffney
Destination On The Left
On this episode of Destination on the Left, I talk with Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada’s wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta’s collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers. What You Will Learn in This Episode: Why Alberta chose to reposition its brand around “Canada’s Wild Side” and how leaning into...
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450. Community Conversations on Tourism Partnerships and Collaboration
Destination On The Left
On this episode of Destination on the Left, I bring together three trailblazers for a candid community conversation about the heart of collaboration in the travel and tourism industry. Joining are Dave Herrell, President and CEO of Visit Quad Cities; Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance; and Sage Hamilton-Hazarika, Corridor Coordinator for the Underground Railroad Consortium of New York State. Together, we discuss what true collaboration looks like, and the panel explores how putting trust, vulnerability, and outcomes over ego unlocks success not just in...
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449. Using LinkedIn for Authentic Engagement, with Greg Star
Destination On The Left
On this episode of Destination on the Left, I talk with Greg Star, Founder of Driven Authentic Branding Solutions, who shares how he helps destinations stand out using LinkedIn. He discusses why it is important to lean into thought leadership posts both for the company profile and the people who work there. Greg shares some real-life examples of results that his clients are seeing and how you can identify your content pillars and find your voice. What You Will Learn in This Episode: How Greg’s personal journey reshaped his outlook on business and inspired the launch of his latest company...
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448. Key Insights for a Collaborative 2026, with Nicole Mahoney
Destination On The Left
On this episode of Destination on the Left, I’m taking you behind the scenes of my own year-end planning process. As we look ahead to 2026, I’ll walk you through how I reflect on the past year, celebrating what worked, identifying lessons learned, and checking in on both team and personal well-being. I share everything from my practical planning frameworks and financial benchmarks to trend forecasting and tips for creating a collaborative culture. What You Will Learn in This Episode: Why intentional reflection and bold, future-oriented questions are essential for setting effective...
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447. Redesigning Hospitality Through Local Partnerships in Holmes County, with Jason Nies & LaVern Hershberger
Destination On The Left
On this episode of Destination on the Left, I talk with Jason Nies, proprietor of the renowned Inn at Honey Run, and LaVern Hershberger, Vice President of Homestead Furniture. This week’s show takes us to the heart of Ohio’s Amish country, where we dive into a truly unique partnership: The Inn at Honey Run’s iconic Club Level Honeycombs—rooms built into the hillside—are set for a major redesign with Homestead Furniture leading the transformation. Jason and LaVern share the story of how their professional paths crossed through local tourism efforts, their shared mission to honor the...
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446. How to Future-Proof Your Travel Business, with Andrea Ross
Destination On The Left
On this episode of Destination on the Left, I talk with Andrea Ross, Business Advisor & Executive Coach for Travel Entrepreneurs, all about what it takes to build a successful business in the travel, tourism, and hospitality industry. She explains why focusing on enterprise value and enterprise health is hugely important and why you should not only know what success means to you, but also know how to track it. We also dive into the three key areas that businesses should focus on: financials, process and procedures, and their team. What You Will Learn in This Episode: How Andrea built a...
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445. Immersive Travel and Community Empowerment, with Florence Li
Destination On The Left
On this episode of Destination on the Left, Florence Li, Director of International Development for Songtsam Resorts, shares how her family-owned luxury boutique hotel collection has built its reputation by opening hidden doors to remote destinations in Tibet and Yunnan. She explains how Songtsam differentiates itself by offering immersive cultural experiences, empowering local communities through creative staffing solutions, and staying deeply committed to sustainability. Florence also highlights how the brand’s mission to preserve Tibetan culture and protect the environment resonates with...
info_outlineOn this episode of Destination on the Left, Liza Graves shares her journey growing a 100% digital lifestyle publication that she started as a way to help small businesses through the recession. She talks about why it is important to find your North Star and how that can guide you through the ups and downs. We talk through some of the unique ways that StyleBlueprint helps DMOs and tourism businesses reach a traveling audience.
What You Will Learn in This Episode:
- How Liza launched StyleBlueprint during the Great Recession to help support local businesses and why that mission has been the cornerstone of her company’s growth
- Why it’s essential to know your North Star as a business or destination, and how that core purpose can help you navigate challenges like economic downturns and the pandemic
- What it means to tell authentic, experience-driven stories about destinations and small businesses, and why origin stories resonate so powerfully with target audiences
- How StyleBlueprint partners with destinations and DMOs, and what makes a successful collaboration, including the role of co-ops and customized storytelling
- Why identifying your brand or destination’s true story matters more than following trends, and Liza’s tips for discovering and communicating those stories effectively
- How to break through the clutter when pitching stories to media outlets or digital publications, based on Liza’s frontline advice for PR professionals and marketers
- What collaboration and community-building look like in practice, and why Liza believes working together leads to more sustainable, meaningful growth for destinations and businesses
Finding Your North Star
From the Great Recession to catastrophic floods and the uncertainty of the pandemic, Liza knows a thing or two about leading through adversity. Her advice is to have a clear North Star, your guiding purpose and values that keep you focused through turbulent times.
During the pandemic, StyleBlueprint leaned deeply into its core mission: supporting local. Liza reached out personally to partners, offered flexible arrangements, and championed resources like PPP guidance. Because these actions were rooted in authentic care and community, her business not only weathered the storm but emerged stronger and with deeper trust.
Her experience is a master class for tourism professionals: know your core, communicate gratitude, and adapt your offerings while never losing sight of the people and partners who make your destination or business possible.
Finding and Telling Destination Stories That Resonate
One of the signature advantages of StyleBlueprint is the way it dives deep, trading five-point “Top Things to Do” lists for rich, immersive lifestyle features. Liza advocates for destinations and businesses to invest time in uncovering their true stories, often starting with their own origin. Why did you open your restaurant, shop, or B&B? What local traditions or quirks define your town?
It’s not always easy to surface the stories closest to us—we’re often “too close” to see what’s special. Liza encourages hiring a professional storyteller if needed, or leveraging AI tools as a prompt to reflect on why your place or business exists and what personally resonates about its history or community role. These stories aren’t just interesting, they magnetize your ideal visitor and forge lasting emotional connections.
Strength in Partnerships
A standout takeaway from the episode is Liza’s embrace of “coopetition”—forming strategic, collaborative storytelling and marketing partnerships even among traditional competitors. StyleBlueprint’s co-op articles group similar destinations, such as “guys’ weekend getaways” or “mother-daughter retreats,” giving readers variety and context while offering participating locales a cost-effective, high-impact platform.
These efforts enhance authenticity and make it easier for destinations to identify and communicate the unique experiences they offer. The key, as Liza notes, is partnering with platforms that “overdeliver,” know their audiences, and, most importantly, care.
Resources:
- Website: https://styleblueprint.com/
- LinkedIn Personal: https://www.linkedin.com/in/lizagraves/
- LinkedIn Business: https://www.linkedin.com/company/blueprint-inc-local/
- Subscribe to StyleBlueprint’s daily emails: https://styleblueprint.com/ac-subscribe/
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