Keynote: Cultivating Your Destination's Identity

Yohannan “Yogi” Terrell, a visionary leader dedicated to transforming Columbus into a fashion hub, shares insights on leveraging community and identity to enhance a destination and its marketing strategy. Through his initiatives, he has not only boosted local businesses and talent but also positioned Columbus as a vibrant cultural center. Yogi explores how fostering a sense of community can elevate a destination’s profile, and how by harnessing local talent, promoting authentic experiences, and celebrating cultural diversity, cities can distinguish themselves in the competitive travel landscape. Claude Molinari, President and CEO of Visit Detroit will then join Yogi on stage with an additional perspective on how Detroit has leaned into its own heritage, as the two leaders embark on an engaging conversation. Attendees will gain practical strategies for fostering community pride and leveraging local strengths to attract visitors.