Why We Embarked on the Shadow Program

As members of the Destinations International (DI) team who did not come from destination organization backgrounds, we wanted to deepen our understanding of how our members operate. Our shared goals were to:

• Learn about operational aspects firsthand
• Build relationships with member teams
• Discover how DI can tailor resources and support to meet their evolving needs

These in-person visits underscored DI’s commitment to understanding each destination organization’s unique goals, culture and challenges. 

Visit Frederick, Maryland: A Small Destination with Big Purpose

Stephanie’s Perspective

I spent the day with the Visit Frederick team, which represents an average membership budget size. My experience included three parts: a staff meeting, department shadowing, and on-site visits to local attractions.

Staff Monthly Meeting

The morning meeting included all staff and part-time visitor center employees. Key topics included:

• Reviewing visitor center statistics
• Discussing potential hires in marketing and partnerships
• Sharing updates on a new hotel development supported by Governor Wes Moore
• Funding progress for a legacy initiative 

Department Shadowing

I shadowed multiple departments, gaining insight into their work:

• Advertising & Promotion: Assistant Director Becky Bickerton shared strategies for social media, website engagement, and visitor guides.
• Operations: Operations Director Katie Reichard explained the Tourism Reinvestment in Product and Promotion Program (TRIPP), which offers grants to local businesses.
• Visitor Services: At the Frederick Visitor Center, Visitor Services Manager John Lustrea walked me through daily operations and how they support travelers.

On-site Visits

The afternoon tour showcased the partnership between Visit Frederick and local businesses:

• A lunch meeting with the Downtown Frederick Partnership Executive Director
• A visit to the Tenth Ward Distillery
• Time exploring the National Museum of Civil War Medicine
• A stop at McClintock Distillery’s Back Bar along Carroll Creek Park

These experiences highlighted how destination development, community alignment, and economic impact go hand in hand. 

Stephanie’s Takeaways

1. I gained a renewed appreciation for the complex, passionate work that destination organizations do daily.
2. Cross-functional team collaboration—internally and with community partners—is essential for long-term success.
3. Programs like TRIPP help ensure sustainable tourism development and economic vitality in Frederick County. 

New York City: Global Reach, Local Connection

Joanna’s Perspective

I spent two full days shadowing New York City Tourism + Conventions. Despite its size, the organization shares the same mission as smaller destinations: to promote community prosperity through tourism. 

Departmental Shadowing

I met with teams across the organization:

• Convention & International Sales: Strategies to attract conferences and international visitors.
• Marketing & Paid Media: Approaches to storytelling and global engagement.
• Community Marketing: Programs that support local neighborhoods.
• Destination Services & Membership: Enhancing the visitor experience and supporting partners. 

Economic Impact

In 2024 alone, tourism contributed $79 billion to New York City’s economy and supported over 380,000 jobs—a testament to the power of destination promotion. 

Building Relationships

This visit wasn’t only about observing operations. Meeting colleagues in person helped me build deeper relationships and gain a deeper understanding of the daily challenges and successes our members experience. 

Joanna’s Takeaways

• Every department plays a critical role in driving economic impact and community benefits.
• In-person connections create opportunities for deeper collaboration and innovation.
• Professional development experiences like this strengthen our ability to serve members effectively. 

Final Reflections

Whether in a small historic town or a global metropolis, destination organizations are at the heart of thriving communities. Shadowing these teams reminded us that our work at Destinations International is about more than programs and resources—it’s about understanding, connection, and shared purpose.