Tourism professionals know the numbers, but do the people outside our industry understand what those numbers actually mean or why they should care?
The data we share can be powerful, but a big number alone doesn’t always help someone understand the role tourism plays in their community. This session challenges us to rethink how we communicate tourism’s value and make the story behind the numbers more meaningful to the people we need to reach. You’ll see how familiar tourism metrics can be translated into relatable stories that connect tourism to everyday life.
You’ll leave thinking differently about the numbers you share and with practical ways to help others see tourism’s impact in a way that feels relevant to them.
This event is open to any iTIP member. Be sure to register to gain the Microsoft Teams meeting login information.
PRESENTERS:
Joseph St. Germain: President, Downs & St. Germain Research (DSG)
Joseph St. Germain, Ph.D., is President of Downs & St. Germain Research (DSG), a tourism-focused market research firm supporting destinations across the U.S. with visitor tracking, resident sentiment, brand perception, workforce research, and economic impact analysis. Since joining DSG in 2007 (then Kerr & Downs Research), Joseph has led studies from design and data collection through reporting and board-level presentations. His work blends rigorous analytics with practical storytelling, translating technical findings into plain language so audiences understand what the numbers say, why they matter, and what to do next. He is active in the Travel and Tourism Research Association (TTRA) through board leadership and industry engagement. Outside of work, he enjoys golf, gaming, and fantasy football.
Erin Dinkel: Chief Operating Officer, Downs & St. Germain Research (DSG)
Erin Dinkel, M.S., CDME is Chief Operating Officer at Downs & St. Germain Research, where she oversees operations, research and methodological design, economic impact analysis, and quality assurance while advising clients. A CDME-certified researcher with a background in Tourism, Recreation & Event Management and Economics, she brings analytical depth and collaboration to every project and outside the office, she’s always chasing down the best local meal and a good story.