Some leaders focus on marketing destinations.

Others focus on changing perceptions.

Peter Gamez is doing both.

As President & CEO of Visit Oakland, Peter has spent the last several years helping reshape how people think about one of America's most misunderstood cities. His approach isn't built on spin or slogans. Instead, it centers on something much more powerful: authentic storytelling, community pride, and a relentless commitment to highlighting the people who make a destination special.

During a recent episode of Learn Tourism's Business Class, Peter shared lessons from a career that spans more than two decades in hospitality and destination leadership. His insights offer valuable guidance for anyone working to strengthen communities through tourism.

Great Destinations Begin with Great People

When asked what he loves most about Oakland, Peter's answer wasn't an attraction, event, or development project.

It was the people.

"I always tell people my heart was left in San Francisco, but my soul is in Oakland."

That distinction says a lot about his leadership philosophy. While destinations often focus on infrastructure, amenities, and attractions, Peter believes the true identity of a place comes from the individuals who live there, work there, and share their stories.

The lesson is simple: successful destination marketing starts with understanding and celebrating community identity.

The Power of Positive Storytelling

Every destination faces challenges.

Some face more than others.

Oakland has spent years battling narratives shaped by headlines and misconceptions. Rather than ignore those perceptions, Peter made changing the conversation one of his first priorities.

His strategy wasn't to deny challenges. Instead, it was to amplify the stories that better reflect the city's character, resilience, and accomplishments.

The results have been significant. Positive coverage of Oakland has increased dramatically during his tenure, helping shift perceptions among visitors and residents alike.

For tourism professionals, this offers an important reminder:

Stories shape reality.

The stories we choose to tell influence investment, visitation, community pride, and economic opportunity. When destinations focus exclusively on challenges, they risk overlooking the people and successes that deserve attention.

Collaboration Is a Competitive Advantage

One of the most refreshing moments in the conversation came when Peter discussed competition.

Oakland sits just across the bay from San Francisco. Many might view the relationship as a rivalry.

Peter doesn't.

On his first day leading Visit Oakland, he called San Francisco Travel.

Not to compete.

To collaborate.

His reasoning was straightforward. A successful San Francisco benefits Oakland. A thriving Bay Area benefits everyone.

This mindset reflects one of tourism's greatest strengths. Unlike many industries, destinations often succeed when they work together. Visitors move between communities. Events rotate among cities. Knowledge sharing helps everyone improve.

The strongest leaders understand that collaboration creates opportunities that competition alone cannot.

Tourism Deserves a Seat at the Economic Development Table

Throughout the conversation, Peter repeatedly returned to one topic: tourism's economic impact.

Too often, tourism organizations are viewed primarily as marketing entities.

Peter believes that perspective is incomplete.

Tourism creates jobs. It supports small businesses. It generates tax revenue. It fills coffee shops, restaurants, theaters, attractions, and hotels. It contributes directly to the quality of life enjoyed by residents.

Because of that, destination leaders must actively position tourism as an economic development strategy.

As Peter explained, this is not the time for modesty.

Tourism professionals should proudly communicate the value they create for their communities and ensure decision-makers understand the industry's broader impact.

Leadership Through Service

Peter's commitment to servant leadership traces back to his upbringing.

His mother was an educator. His brother became a chief of police. Though their careers took different paths, both share a common mission: serving their communities.

That same philosophy guides Peter's approach to leadership.

Success, he believes, isn't measured solely through visitor spending or convention bookings. It's also reflected in the growth of the people around you.

He speaks proudly about former team members who have advanced into leadership roles, launched businesses, and built successful careers of their own.

For Peter, leadership isn't about creating followers.

It's about developing future leaders.

Curiosity Never Retires

Even after decades in hospitality and destination management, Peter remains focused on learning.

This year, he's exploring artificial intelligence and studying new funding models for destination organizations.

That commitment to continuous learning may be one of the most important lessons from the conversation.

The tourism industry is evolving rapidly. Technology is changing how destinations market themselves, engage visitors, and operate internally. Economic realities continue to shift. Visitor expectations are constantly changing.

Leaders who remain curious will be best positioned to navigate those changes.

Final Boarding Call

When asked what advice he would give his younger self, Peter's answer was surprisingly simple:

Patience.

It's wisdom earned through experience.

Building destinations, changing perceptions, developing teams, and creating meaningful impact all take time.

Yet throughout the conversation, another lesson emerged.

Stay curious.

Stay collaborative.

Keep telling better stories.

Those principles have helped Peter Gamez transform perceptions, strengthen communities, and elevate Oakland's voice on the national stage.

They can help the rest of us do the same.