BUSINESS
The Interview
INDUSTRY INSIGHTS FROM NTA MEMBERS AND COLLEAGUES
Tourism really cares
in Jordan
BY BOB ROUSE
As part of the Tourism Cares with Jordan delegation, some five dozen
tourism professionals representing tour companies, associations, agencies,
destinations, suppliers and media outlets discovered the country’s natural
and historical wonders. The group also explored—through site visits, panel
discussions and workshops—the power and possibilities of corporate social
responsibility within travel.
Four of the delegates shared their thoughts with Courier about
CSR in the midst of the Feb. 23–28 trip. Each brought a different level
of experience and focus with them to Jordan, and each had specific
takeaways. And everyone connected with the event contributed their
personal insights and interpretations, which produced an even greater
learning experience for all participants.
Nan Marchand; U.S. Travel Association, senior vice president
Keith Sproule; Abercrombie & Kent Philanthropy, executive director
Reagan Stulbaum; NYC & Company, vice president, membership, borough
relations and Tourism Ready
Reagan Stulbaum
Stulbaum: As a DMO, I know that people
are interested in local, authentic expe-
riences, and there’s so much of that
throughout all five boroughs of New York
City. We can give people the new New
York every time they come to visit. So
much of what we show off is magical,
but there’s something so very integral to
New York that we want people to experi-
ence as well. That’s what we’re made of.
Javier Valdez; Myght, founder
Courier: The idea of tourism-related
organizations working to make a posi-
tive impact on local communities is not
new. And there are many examples of
good works, community engagement,
social enterprise and sustainability. But
why? Why should organizations make
the effort?
Javier Valdez
14
April/May 2018
Valdez: It’s a responsibility.