Larry talks with Daniel Cohanpour, CEO of Trove Tourism Development Advisors, a New York agency that works exclusively with tourism boards and DMOs across marketing, research, and destination development. Daniel's core message: the industry has changed more in the last six months than ever, and the destinations winning right now are the ones treating traveler research as a living feed rather than an annual report. He makes the case for getting to the root of what travelers actually think and feel — by intent, sentiment, and browsing behavior — and turning that intelligence into segments a destination didn't even know it had.

Then come the receipts. A Jamaica campaign built around community-based tourism that brought roughly 120 locally owned businesses online and kept tourist dollars in-country; a Japan strategy that turned a sentiment study into luxury, wellness, and agritourism plays well beyond the Tokyo-Osaka-Kyoto golden route; and a long-game bet on an understated UAE destination before its first casino ever broke ground. Running through all of it is one stubborn truth Daniel keeps circling back to: AI can target and create at a level we've never seen, but it still can't replicate the relationships — with media, trade, and local partners — that actually move a destination forward.

In This Episode:

• 00:06 - Introduction to Aqua Talks
• 01:50 - Navigating Changes in Tourism Marketing
• 10:06 - Understanding Traveler Behavior in Changing Markets
• 15:49 - Understanding Destination Marketing and Relationships
• 19:56 - Exploring New Tools in Tourism

Key Takeaways:

• The industry just shifted fast: More change in six months than ever, mostly driven by AI for targeting, sentiment, and creative — in an industry historically slow to adopt.
• Research as a live feed, not an annual report: Traveler behavior moves too quickly for yearly studies, so Trove runs monthly and quarterly surveys to stay current.
• Diversify by uncovering hidden segments: A Japan sentiment study surfaced luxury, wellness, and agritourism opportunities beyond the golden route.
• Community-based tourism in Jamaica: ~120 locally owned businesses brought online and 700+ videos, keeping dollars local under the "Yad Love" campaign.
• Booking windows are getting longer: People research for weeks now — target the whole journey, not just the moment of booking.
• Distance doesn't matter, relationships do: New York to Malaysia works fine; what clients are really buying is trust and in-market connections AI can't replicate.
• Small and understated destinations welcome: Much of the work is ad hoc rather than retainer — Daniel loves long-game rebrands like pre-casino Ras Al Khaimah.

About our guest:

Danny Cohanpour (LinkedIn)

CEO/Founder, Trove Tourism Development Advisors

Danny is a tourism development and marketing specialist with deep experience across government agencies and industry associations. He sets the vision and mission behind Trove, partnering with the team and a wide network of collaborators day in and day out to help destinations stand out. A regular voice on the conference circuit, Danny has spoken at the eTourism Summit, World Travel Market, Arabian Travel Market, SPTE, Caribbean Week, and many others.

Larry sits down with Brittany Kenner, marketing director for Murray, Kentucky — the self-proclaimed friendliest small town in America, home to Murray State University and a tourism office of exactly two people running the whole show. Brittany's through-line is that a small budget and a small team aren't a handicap so much as a forcing function: when you can't buy your way into attention, you get very good at earning it. Her headline take is that social engagement isn't dying, it's relocating. The public likes and comments are down, but the real conversations have quietly slipped into DMs and shares — and chasing vanity metrics means missing where the actual interest now lives.

From there it's a clinic in scrappy, place-led marketing: treating Instagram and TikTok like the search engines they've quietly become, putting paid dollars where they actually convert (Spotify and Facebook, not TikTok), and being your own influencer when you can't afford to rent one. Brittany also digs into building a destination brand from the ground up with no marquee attraction to lean on, the genuine synergy she's built with the university, and a charmingly low-tech visitor-guide campaign she hand-addressed herself — Hallmark-movie energy with a real marketing brain behind it.

In this episode:

• 00:06 - Introduction to Aqua Talks
• 03:22 - Transitioning to Trends in Community Marketing
• 08:07 - The Charm of Small Town Connections
• 13:23 - Building a Tourism Strategy
• 16:42 - Partnerships in Tourism and Community Engagement
• 18:24 - Exploring Visitor Engagement Strategies

Key Takeaways:

• Engagement didn't die, it moved to the DMs: Public likes and comments are down, but conversations shifted to DMs and shares — so Brittany leans into shareable content and an Instagram broadcast channel.
• Social is the new search engine: People use TikTok and Instagram to plan trips now, not just scroll.
• Spend where it converts: Small paid budget goes to Spotify and Facebook, not TikTok.
• Be your own influencer: Brittany and her intern became the faces of the town — cheaper than paid influencers and a local-goodwill bonus.
• Building a brand with no marquee attraction: No festival fanbase or big-city draw to coast on — the work is finding people who genuinely love the place.
• The university is the ultimate partner: A board seat, joint rankings wins, and real content give-and-take.
• Find partners who get small-market tourism: Most agency pitches assume an attraction and audience that tiny towns don't have.
• Case study — the hand-addressed visitor guide: A simple social + Spotify push, guides addressed by hand, riding the Kindness Matters murals' Good Housekeeping feature.

About Our Guest:

Brittany Kenner (Murray CVB site)

Director of Marketing & Communications

Brittany moved to Murray in 2020 and went on to earn a Bachelor of Science in Public Relations from Murray State University. She brings a fresh, energetic perspective to her role as Director of Marketing with the CVB. Her time as an Account Manager at Bauer Entertainment Marketing gave her a solid grounding in brand strategy, the hospitality world, and content creation — all of it central to putting the MKY on the map. Outside of work, you'll find Brittany spending time with her family or out enjoying a good music festival.

Recorded live from the Etourism Conference in Louisville, this one's a fun reminder that the biggest travel trend of 2026 might be walking around on four legs. Coryn Briggs, Senior Director of Marketing at Traverse City Tourism, breaks down TripAdvisor's "VIP Travel" trend — which turns out to mean Very Important Pets, not very important people — and explains why dog and cat owners are increasingly building entire vacations around their animals.

From there, Coryn gets into the stuff every DMO marketer is wrestling with: the agritourism boom (a natural fit for the self-proclaimed Cherry Capital of the World, with 50+ wineries to match), the real AI challenge of picking the right tools instead of just chasing every shiny new one, and the perennial grind of filling shoulder seasons in a four-distinct-seasons destination. She closes on Traverse City's north star — core memories — and the multigenerational families who keep coming back because of them.

In This Episode:

• 00:06 - Introduction to Aqua Talks
• 01:15 - Introduction to Aqua Talks and Corinne Briggs
• 03:40 - Trends in Travel: The Rise of Pet-Friendly Vacations
• 04:48 - Emerging Trends in Travel and Agritourism
• 07:42 - Emerging Trends in Tourism
• 08:38 - Promoting Traverse City Tourism

Key Takeaways:

• VIP = Very Important Pets. TripAdvisor's 2026 trend report flagged pet-centered travel as a fast-riser — strong with dog owners, now expanding to cat owners planning trips around their animals.
• Agritourism is having a moment, and it's on-brand for working farm destinations. Skillcations, farm stands, U-pick orchards — Coryn sees real runway here, especially tied to America's 250th and the Americana nostalgia angle.
• The AI challenge isn't keeping up — it's choosing. Just because a tool exists doesn't mean it fits your org. The work is evaluating which tools actually serve your team's efficiency or your consumer messaging.
• Shoulder seasons are the year-round battle. Summer (June–mid-September) and fall color carry the calendar; the November–mid-May stretch takes deliberate initiatives to drive visitation.
• Lead with core memories. Traverse City's positioning centers on multigenerational return visits — kids who vacationed there now bringing their own families back.
• 2026 anniversaries are marketing gold. The National Cherry Festival hits its 100th year, dovetailing nicely with the country's 250th.

Larry catches up with Cristal Rodriguez, Director of Marketing at Tempe Tourism and a recent Marketer of the Year, for a conversation that covers solo travel, a rooftop renaissance, a 13-years-in-the-making rebrand, and the slightly terrifying reality of competing with ChatGPT for "best pizza in Tempe" searches. Cristal makes a strong case that Tempe isn't trying to out-Scottsdale Scottsdale or out-Phoenix Phoenix — it's carving its own lane as the more elevated, walkable, slower-paced cousin in the metro, and that positioning is finally clicking with the solo-traveler segment they've leaned hard into.

The meatier marketing conversation is about life after the big rebrand reveal. Cristal is candid that plenty of DMOs nail the launch and then coast — she's deep in phase two/three, asking what comes after awareness. She and Larry get into the intangibility problem unique to destination marketing (you can't hold the product, attribution windows are a guessing game), the AI search hit on paid performance, and why the DMO community calling each other "colleagues, not competitors" is becoming a real survival strategy. Also: tequila, jalapeño margaritas, and a half-serious threat to push Larry into a Tempe pool live on Aqua Talks.

• Solo travel is a serious lane, not a fringe trend. Tempe is intentionally building around what solo travelers actually want — safety, walkability, centrality, strong food and bar scenes — including dedicated solo-influencer partnerships and itinerary content built specifically for the audience.
• The rebrand was a two-year, all-hands-on-deck operation — and social led the launch. After 13 years untouched, the new Tempe brand kicked off on social channels first, with ads and the website rolling out in sequence. The shift in tone was POV-driven: less "things to try" and more "here's what we think you should try, and here's why."
• Phase two is the harder phase. Cristal flagged a pattern of DMOs nailing the rebrand reveal and then losing momentum. Tempe's current focus is sustaining post-launch energy and moving past awareness into deeper engagement — modeled in part on Visit Philly and LA, who keep pushing forward.
• The Canada case study Cristal can't stop watching. Canada's destination work that leans into the faults (yes, it's cold; yes, sometimes there's nothing to do) is, in her view, one of the smartest contrarian plays in destination marketing right now — and the metrics back it up.
• Positioning by contrast, not competition. Tempe sits intentionally between Scottsdale (luxury/spa/golf) and Phoenix (urban/fast-paced) and leans into being neither — slower, more elevated, off the beaten path. The DMOs in metro Phoenix actively collaborate rather than compete, sharing tactical intel as the AI-search landscape shifts under them.
• AI is rewriting the paid playbook in real time. Tempe's paid search took a hit last year as more travel research moves to ChatGPT and similar tools. Cristal's response: tighter cross-DMO collaboration to share what's working, faster pivoting, and accepting that the rules are getting rewritten week to week.
• Destination marketing's measurement problem is real. With no physical product to point at and attribution windows that can stretch six months, DMOs are forced to lean harder on data and analytics than almost any other marketing discipline — while accepting they'll never quite know which billboard sealed the deal.
• The ASU narrative is a gift and a curse. Tempe Tourism is actively working to reframe outsider perception of Tempe as a "college town" — particularly intra-state, where Phoenix, Tucson, and Flagstaff residents may not have visited since their own ASU days. The city has matured. The marketing is working to catch the audience up.

Larry sits down with Daniel Horsch, Senior Sales Director at Azira, for a wide-ranging conversation about what data can actually do for destination marketers when you stop chasing impressions and start asking better questions. Daniel describes Azira as "the Swiss" of the data world — neutral, flexible, and plugged in across channel partners, agencies, and direct clients — with geolocation data that's universal enough to translate across verticals but laser-focused on travel and hospitality.

The bigger thread here is intentionality. Daniel makes the case that DMOs are getting pulled past the old "heads in beds" scoreboard and into harder questions: Are visitors actually shopping? Eating? Staying longer? Coming back? He shares a sharp example from his pre-Azira days running marketing for a DFW destination, where data showed a nearby high-affinity market was only staying 1.5 days — prompting a budget reallocation to longer-stay markets that drove real economic lift. He and Larry also riff on the realities of AI as a "coworker, not a captain," the death of analysis paralysis, and why no Zoom call will ever replace a real conversation at an event.

Key Takeaways

• Geolocation data goes way beyond "did they see the ad." Azira's value sits in tying media exposure to actual in-market behavior — restaurants, shops, attractions, length of stay — which is exactly the proof point stakeholders are demanding from DMOs right now.
• Set the attribution expectation up front. A 30–60 day window for awareness campaigns vs. an immediate-return event-ticketing campaign are wildly different conversations. Daniel's first move with any partner is aligning on what "success" actually means before the first dollar runs.
• Polygon-and-pivot for fly markets. For destinations served by multiple airports, Azira polygons each airport to surface the real visitor makeup, then layers in where those flyers also travel — which surfaces both lookalike opportunities and net-new visitor pools competitors are already winning.
• Reallocate against length-of-stay, not just affinity. Daniel's DFW war story is a great reminder: a market that loves you but only stays 1.5 days may be costing you more than it's worth. Move that budget to 2–3 night markets and the downstream economic impact compounds.
• AI's biggest unlock for non-analysts is prompt-driven sense-making. Daniel is candid that he's "not a data analyst," but using AI to interrogate raw data sets has killed his analysis paralysis and given him real confidence walking into partner conversations. (Bonus: he and Larry agree AI is a coworker, not the boss.)
• The standout case study — turn a red-eye observation into 2,000+ visits. On a late arrival into Chicago, Daniel skipped the Uber, took the Metro, and spotted Fort Worth out-of-home placements (an existing Azira partner). He pitched a geofence layered on top of the existing OOH buy — capturing Metro riders at the station, then re-engaging them at work and home. The result: 2,000+ measured Chicago-origin visits to Fort Worth from a strategy that complemented (rather than replaced) what was already running.
• Relationships are still the platform. Both agreed: events like Etourism and Destinations International aren't networking nice-to-haves — they're where the real partnerships actually start, and where AI-era trust gets built face-to-face

Larry catches up with Ladona Weathers from Visit Table Rock Lake — a marketing department of one running point for an 800-mile shoreline tucked into southwest Missouri (yes, more shoreline than California, and no, you can't drive around it). Ladona makes the case that small DMOs don't have to play small: her org consistently posts top-in-the-state ROI by leaning hard into partnerships, especially co-op work with Silver Dollar City, the wildly popular 1880s theme park right next door.

The bigger conversation is about how authenticity is winning right now. With AI flooding travel research, Ladona argues storytelling from real owners and real visitors is what actually moves the needle — and that goes for influencer strategy too, where micro-influencers and unpolished voices are outperforming the trying-too-hard crowd. She also gets candid about the challenges nobody's talking about, like aging post-COVID resort inventory and the tricky dance of measured growth in a destination that exploded during the pandemic.

In This Episode

• 00:06 - Introduction to Aqua Talks
• 04:03 - Exploring Table Rock Lake and Silver Dollar City
• 08:19 - Exploring Missouri's Caves
• 11:01 - Influencer Marketing and Authenticity in Destination Marketing
• 17:00 - Challenges in Tourism: Aging Resorts and Visitor Expectations

Key Takeaways:

• Partnerships are the small-DMO superpower. Ladona's co-op with Silver Dollar City matched a surprise state tourism allocation and unlocked tactics (like podcast advertising) the budget couldn't normally support — driving measurable lift in county tax revenue.
• One org, three hats. Visit Table Rock Lake operates as the chamber, the DMO, and the economic development arm — a structure that makes stakeholder alignment dramatically easier than the typical siloed setup.
• Authenticity beats polish in influencer marketing. For a Midwestern drive-to market, audiences sniff out "trying to be an influencer" instantly. A single micro-influencer from Omaha pushed that city into their top 10 visitation markets within six months.
• AI is making real storytelling more valuable, not less. As travel planners get more LLM-generated content, firsthand voices from local operators and mom-and-pops cut through harder than ever.
• Sports-adjacent is a real positioning lane. Bass fishing, wake surfing, and lake sports don't fit traditional sports marketing, but partnering northward with Springfield (Cardinals minor league, indoor arena football) creates legit cross-promotion plays.
• The challenge nobody's discussing: aging lodging stock. Resorts built around the 1950s damming of the White River are turning over post-COVID, and today's visitor wants experience or a touch of luxury — not just "cheapest place on the lake."
• Measured growth > viral growth. After a COVID-era explosion, Table Rock is intentionally pacing itself to protect the environment that makes the destination work in the first place.

In this episode of Aqua Talks, Larry Aldrich and Mady Dudley explore the role of marketing in veteran outreach and why connecting veterans to resources is both a responsibility and a strategic challenge. Drawing from Larry’s firsthand experience, the conversation highlights the gaps many veterans face when transitioning to civilian life—particularly around awareness of healthcare, education, and employment benefits available through the VA and related programs.

The episode also breaks down how effective outreach is measured, not by profit, but by engagement—more veterans accessing websites, attending events, and utilizing services. From certifications and small business support to building trust and increasing participation, the discussion reinforces that successful veteran outreach requires clear communication, consistent engagement, and a mission-first mindset focused on service

IN THIS EPISODE:

• 00:06 - Introduction to Aqua Talks
• 01:10 - Introduction to Veteran Outreach
• 08:39 - Transitioning from Military to Civilian Life
• 12:13 - Leadership and Veteran Outreach
• 17:52 - Exploring Veteran Outreach

KEY TAKEAWAYS:

• Aqua Talks presents a platform for exploring innovative marketing strategies that resonate with audiences.
• Veteran outreach is essential for informing veterans about their benefits and available resources.
• Successful veteran outreach is measured by increased engagement and trust in the VA and its services.
• Being a certified veteran-owned business can significantly enhance opportunities for federal and state contracts.
• Understanding the transition from military to civilian life is critical for veterans seeking employment or business opportunities.
• Consistent communication and outreach efforts are vital to ensuring veterans are aware of and accessing their benefits.

In this episode of Aqua Talks, Larry Aldrich and Mady Dudley break down how modern destination marketing is evolving—especially through influencer strategy and targeted audience growth. They highlight how travelers now rely heavily on social platforms for inspiration, making influencers a key driver of awareness and visitation rather than just a branding tactic.

Using Punta Gorda/Englewood Beach (PGEB) as a case study, the conversation explores how Aqua strategically partners with influencers from specific feeder markets (like Chicago) to drive measurable travel demand. The episode also touches on broader trends like wellness travel and food-driven tourism, and how campaigns like “Pure Florida Flavor Coast” help position PGEB as a unique, experience-focused destination.

IN THIS EPISODE:

• 00:06 - Introduction to Aqua Talks
• 01:13 - Exploring Wellness Trends in PR
• 04:32 - Exploring Wellness Retreats
• 08:58 - The Importance of Influencer Marketing in Destination Promotion
• 14:03 - Exploring the Hidden Gems of Punta Gorda and Englewood Beach
• 17:15 - Celebrating Culinary Excellence

KEY TAKEAWAYS:

• This podcast episode delves into the innovative marketing strategies employed for Punta Gorda and Englewood Beach, demonstrating the importance of destination promotion.
• Listeners will learn about the role of influencers in enhancing destination visibility and attracting diverse visitor demographics.
• The hosts share insights on the Pure Florida Flavor Coast campaign, which highlights local culinary experiences and unique small businesses.
• The discussion emphasizes the significance of outdoor activities and natural beauty in promoting Punta Gorda and Englewood Beach as a travel destination.
• The episode explores the value of integrated marketing approaches in public relations, particularly in tourism marketing.
• The hosts reflect on their experiences and successes in destination marketing, providing practical insights for marketers and PR professionals.