Tourism technology is evolving faster than ever. AI tools are changing search behavior. Video storytelling is reshaping destination marketing. Travelers increasingly crave authenticity, personalization, and emotional connection.

Yet amid all the rapid innovation, one truth remains unchanged:

People remember people.

That idea became a recurring theme in our latest Business Class podcast conversation with Rachel Thompson, Executive Director of Visit Greater St. Cloud in Minnesota.

Rachel brings a thoughtful and grounded perspective to destination leadership — one centered on stewardship, community impact, and helping local businesses thrive.

“Technology should enhance the humanity, not replace it,” Stephen shared during the conversation, a statement Rachel immediately connected with.

Their discussion explored the balance tourism leaders are navigating today: embracing innovation while protecting the authentic human experiences that make destinations memorable.

Tourism’s Impact Goes Far Beyond Visitors

Rachel shared that in the St. Cloud region, visitors account for nearly a quarter of the area’s economic activity.

That means tourism isn’t simply about attracting travelers. It’s about supporting restaurants, attractions, hotels, events, and the families behind them.

“For us to continue to support that outside visitor really means that they can keep their lights on and keep thriving as well,” Rachel explained.

That mindset reflects a growing shift across destination organizations. Tourism marketing is increasingly becoming community development, workforce support, and economic resilience all rolled into one.

Why Storytelling Matters More Than Ever

One of the most compelling parts of the episode focused on storytelling.

Rachel described how Visit Greater St. Cloud’s Restaurant Week campaigns have evolved over time. Instead of focusing only on cinematic food shots and polished visuals, the organization now prioritizes the people behind the businesses.

Visitors want to know:

• Who created the recipe
• Where the business started
• What inspired the owner
• How the restaurant became part of the community

Those stories create emotional connection.

And emotional connection creates loyalty.

Research from Harvard Business School has repeatedly shown that emotional engagement strongly influences decision-making and memory retention — something tourism professionals instinctively understand through experience.

AI, Innovation & the Human Experience

Rachel and Stephen also discussed the rapidly changing role of AI in tourism marketing.

Rather than fearing technology, both emphasized the importance of using it strategically to reduce administrative friction and improve the human experience.

Rachel noted that AI can help eliminate repetitive tasks and data entry, freeing tourism professionals to focus on customer service, hospitality, and storytelling.

That distinction matters.

The destinations that thrive in the coming decade likely won’t be the ones using the most technology. They’ll be the ones using technology to amplify human connection.

Leadership Means Learning to Let Go

Another standout moment centered around leadership and growth.

Rachel spoke candidly about learning to delegate and empower her team rather than trying to personally control every project.

Like many tourism professionals, her passion for helping others sometimes made it difficult to step back.

But empowering teams creates space for innovation.

“It’s way better than what I usually come up with,” Rachel joked while discussing the ideas her team contributes.

That mindset reflects one of the healthiest leadership trends happening in tourism today: organizations building cultures of trust, collaboration, and curiosity.

“Just Start”

Toward the end of the episode, Rachel shared advice that resonates far beyond tourism:

“Whatever it is that you’re thinking… just do it. Make it happen.”

Whether launching a new campaign, pursuing a career shift, implementing tourism training, or exploring new technology, progress often begins before we feel fully prepared.

That willingness to start — imperfectly, curiously, and passionately — is often what separates organizations that evolve from those that stagnate.

And perhaps that’s the bigger lesson from this conversation.

Tourism has always been about discovery.

Not only for visitors, but also for the people building destinations every day.

Listen to the Full Episode

Tune in to hear the full conversation with Rachel Thompson on Business Class and explore topics including:

• Tourism leadership
• Community storytelling
• AI and destination marketing
• Restaurant Week strategy
• Team culture
• Personal growth and goal setting

This episode is packed with insight, humor, and practical inspiration for destination leaders, tourism marketers, hospitality professionals, and lifelong learners alike.