“You can have the greatest destination stewardship plan that the world's ever seen,” says today’s guest, “but if you don't have the relationships to leverage it, it's not gonna go very far.” CEO Brad Parsell of Kootenay Rockies Tourism shares his approach to leading a regional tourism organization, lessons he’s learned as a founding member of the Destination Think Collective, and why the idea of having “1,000 cups of tea” has become a shorthand for meaningful community engagement to support stewardship.
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