On this episode of Destination on the Left, I talk with Rhonda Carges, Executive Vice President at TAP, and Jordan Herson, Travel Trade Account Manager at TAP. Together, they share an inside look at the travel trade segment of the tourism industry and explore how destinations can build meaningful relationships with tour operators, meeting planners, media, and buyers. From trade show strategy and FAM tour planning to stakeholder education and long-term relationship building, Rhonda and Jordan discuss how thoughtful collaboration and integrated planning can help destinations create sustainable growth opportunities and stronger industry partnerships.

What You Will Learn in This Episode:

What travel trade includes and why it plays such a critical role in tourism marketing
How destinations can build integrated travel trade strategies that align stakeholders and partners
Why relationship building and intentional communication are essential for successful trade show activations
How FAM tours help destinations create stronger buyer engagement and measurable results
What destinations should consider when vetting buyers and planning trade trade outreach
How education supports stronger collaboration between destinations, attractions, and travel professionals
Why travel trade should be viewed as a long-term investment rather than a short sales cycle

Understanding the Power of Travel Trade

Rhonda and Jordan explain that travel trade represents the business-to-business side of tourism, connecting destinations with tour operators, meeting planners, event organizers, and other professionals who sell travel experiences to consumers. While leisure marketing often receives the spotlight, travel trade creates an important pathway for destinations to reach new audiences, including international travelers and organized group markets that may otherwise be difficult to access.
The conversation highlights how integrated travel trade strategies require strong communication, clear priorities, and collaboration across partners and stakeholders. For statewide tourism organizations like New York State Division of Tourism, this means coordinating efforts across regions while helping destinations stand out through targeted messaging, relationship building, and strategic engagement opportunities.

Creating Meaningful Connections Through Trade Shows and FAM Tours

Trade shows remain one of the most valuable opportunities for building long-term industry relationships. Jordan shares how successful trade show activations begin with careful planning, buyer vetting, and alignment around goals, while Rhonda emphasizes the importance of using these events to strengthen authentic human connections across the industry.
They also explore the role of FAM tours in helping buyers and media experience destinations firsthand. Jordan explains TAP’s approach to FAM planning, and Rhonda adds that FAM tours often provide some of the clearest opportunities for measuring success because destinations can more easily track resulting coverage, itineraries, and future bookings.

Education, Collaboration, and the Long-Term Value of Travel Trade

Throughout the episode, Rhonda and Jordan return to the importance of education within the travel trade ecosystem. They discuss how destinations must educate not only buyers, but also their own stakeholders and partners about what it means to be “group ready,” from accessibility and logistics to creating experiences that work for group travelers.
The conversation also reinforces that travel trade is a long-term investment built on trust, consistency, and ongoing communication. Whether attending trade shows, hosting FAM tours, or participating in industry education, destinations that stay engaged and intentional are better positioned to build lasting partnerships and future visitation. Rhonda and Jordan share how follow-up, collaboration, and relationship management often become the deciding factors in turning industry connections into meaningful business opportunities over time.

Resources:

Website: https://travelalliancepartnership.com/

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