Rural Roots & Tourism Truths: Empowering Communities with Sarah Benoit

Join us in this insightful episode of Business Class as we sit down with Sarah Benoit, co-founder and lead instructor of JB Media Institute in Asheville, North Carolina. With over 22 years of experience in tourism marketing, Sarah shares her journey from big-city travels to falling in love with the hidden gems of rural America. Discover how her passion for connecting with communities and untold stories has shaped her work in tourism, and learn the secrets to staying authentic while driving visitor growth.

Sarah dives into the importance of empathy in marketing and customer service, revealing how these principles have guided her career as an educator and mentor. We also discuss the intersection of education, travel, and sustainability, exploring how these elements can come together to create vibrant, welcoming communities.

Tune in to hear about the upcoming DIY Tourism Marketing Conference, the power of building community conversations, and the role of advocacy in shaping the future of tourism. Whether you're a destination marketer, tourism professional, or simply passionate about travel, this episode offers valuable insights on making a lasting impact in your community.

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. 

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