Learn Tourism CEO Steven Ekstrom interviews Tina Valdecanas, Principal at Clarity of Place, on the latest episode of Business Class. In the recent podcast episode, Tina shared insights on her journey in the tourism industry, her firm’s unique approach to strategic consulting, and the lessons she’s learned from her extensive experience. Her story reflects a deep commitment to helping destinations thrive by aligning tourism with community values.

Tina’s professional journey began with an interest in international relations, driven by a desire to travel and engage with global issues. After considering a career in the Foreign Service, she pivoted toward economic development and eventually found her calling in destination management. This shift allowed her to contribute to communities by showcasing their unique assets and cultivating sustainable tourism practices.

At Clarity of Place, a small strategic consulting firm, Tina and her business partner, David, focus on helping destinations create tailored plans that reflect both the needs of the visitors and the communities they serve. Tina notes that while many firms offer advisory services, Clarity of Place prides itself on fostering deep, ongoing relationships with clients. Rather than simply delivering a plan and moving on, they aim to enhance the capacity of local destination leaders, helping them implement strategies that resonate with their stakeholders and communities.

A major theme Tina discussed was the ongoing challenge of demonstrating the relevance of tourism promotion and management to community leaders. In the wake of COVID-19, many have forgotten the impact of halted travel, assuming visitors will naturally return without investment in destination marketing or product development. Tina emphasizes the importance of using data to showcase how tourism supports local economies and communities, a task she finds both vital and challenging.

One of the most valuable lessons Tina has learned, both professionally and personally, is the importance of patience. Whether addressing client needs or navigating complex stakeholder dynamics, she emphasizes the need to take a step back, ask questions, and understand the broader context before diving into solutions.

Tina also highlights the importance of resident engagement in successful destination management. She stresses that tourism leaders must understand what residents value and demonstrate how tourism benefits the community. A project with a large city, for example, involved gathering data to help residents see the economic benefits of tourism while also addressing concerns about crowding at popular venues. By aligning visitor and resident needs, Tina’s team helped the destination find a balance that worked for everyone.

For those just starting their careers, Tina offers sage advice: try different things, network widely, and be open to learning from others. In the tourism industry, where passion and community pride are key, finding your niche and building connections can lead to a fulfilling and impactful career.

Tina’s journey underscores the importance of adaptability, patience, and a genuine connection to the communities tourism serves. As she continues to support destinations through strategic consulting, her work at Clarity of Place is a testament to the power of thoughtful, community-driven destination management.

You can reach Tina Valdecanas at http://www.clarityofplace.com.

Listen to the podcast here.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.