#8: Destination branding and economic development with Emily Cassell, Arlington Convention and Visitors Services

According to data from the U.S. Travel Association, there is a promising forecast for travel in 2023. It is predicted that the number of domestic trips, including both business and leisure, will surpass the levels seen in 2019 for the first time, marking a significant recovery from the impact of the COVID-19 pandemic. Today we're going to talk about the valuable role that destination marketing and building a strong destination to market plays in the overall growth of the business community in a region. To help me discuss this topic, I'd like to welcome Emily Cassell, Director, Arlington Convention and Visitors Service, based in Arlington County, Virginia. About Emily CassellEmily is Director of the Arlington Convention and Visitors Service, Arlington, Virginia's official destination marketing organization and a division within Arlington Economic Development. Arlington has been Virginia's #1 county for visitor spending since 2009. Since joining AED in 2006, Emily has been responsible for leading all tourism-related strategy; marketing and public relations; meeting and convention sales; and visitor and convention services. Arlington visitors generated nearly $3.4 billion in spending in 2018, with tourism accounting for more than 26,000 local jobs, nearly $94 million in local tax receipts, and $127 million in state tax receipts. Emily has more than 25 years of marketing experience in travel, tourism, economic development and technology. She holds an International MBA from the University of South Carolina and Austria's Vienna University of Economics and Business, as well as a Bachelor of Journalism with Honors from the University of Texas at Austin. RESOURCESStay Arlington Website https://www.stayarlington.com Arlington Economic Development: https://www.arlingtoneconomicdevelopment.com  The Innovation Economy Website: https://www.innovationeconomy.show Sign up for The Agile Brand newsletter here: https://agilebrandguide.com/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/innovationeconomy/ Listen to our other podcast, The Agile Brand with Greg Kihlström: https://www.theagilebrand.show The Innovation Economy podcast is brought to you by Arlington Economic Development: https://www.arlingtoneconomicdevelopment.com The Innovation Economy is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. SYNOPSIS This episode of the Innovation Economy Podcast discusses the role of destination marketing and building a strong destination in driving business growth. The guest, Emily Cassell, Director of Arlington Convention and Visitors Service, talks about the new destination branding initiative in Arlington, Virginia and how it was motivated by the impact of the COVID-19 pandemic. With a $3.25 million investment from the Virginia Tourism Corporation, Arlington was able to take a fresh research-based approach to branding and launch the new brand, "All in Arlington."