In a recent conversation, Katherine O'Donnell, the newly appointed President and CEO of Richmond Region Tourism, shared her journey and reflections on leadership, community engagement, and the evolving role of destination marketing organizations (DMOs). With 22 years of experience at the organization, Katherine's transition into the CEO role offers valuable insights into the intersection of personal growth and community impact.
Katherine's journey into tourism was anything but conventional. "22 years ago, I didn't even know tourism was a thing for a career," she confessed. Starting her career in state publications, Katherine discovered the tourism industry almost by accident, taking on roles in marketing and eventually moving into community relations. Her passion for tourism grew as she took on various roles, from publications coordinator to director of marketing, and then into community relations—a role that helped solidify her understanding of the industry's community impact.
"One of the key lessons I've learned is how much relationships matter," Katherine reflected. Initially focused on project outcomes, she came to realize the profound importance of community engagement. This shift in perspective was reinforced through her work in community relations, where she saw firsthand the benefits of involving locals in tourism initiatives.
Katherine emphasized the increasing importance of community involvement in the work of DMOs. "I think we've seen a shift where DMOs are embracing the community piece more than in the past," she noted. The role of DMOs has evolved beyond traditional marketing and sales to include fostering strong relationships with local communities. This shift was particularly evident during the COVID-19 pandemic when DMOs had to rely on local residents as key stakeholders in the tourism ecosystem.
Richmond Region Tourism's community outreach efforts, including initiatives like the tourism ambassador program and community-driven campaigns such as OutRVA and BlackRVA, highlight this shift. Katherine pointed out that these programs were not initially inspired by specific diversity and inclusion initiatives but emerged from a broader strategic focus on community engagement.
As Katherine transitioned into her role as CEO, she faced the challenge of balancing her previous project-focused approach with the broader strategic responsibilities of leadership. "I think I'm a good delegator, but I'm also someone who loves to build new things," she said. This transition has involved shifting from a hands-on project role to a more strategic, visionary position.
Katherine's approach to leadership includes fostering a supportive work environment. She values open communication with her team, as evidenced by the one-on-one meetings she conducted during the transition. These meetings allowed her to connect with her staff on a personal level and understand their motivations and challenges.
Looking ahead, Katherine is focused on exploring how tourism can positively impact the community. "Tourism brings economic impact and jobs, but how do we take it a level further and look through the lens of how tourism is impacting our community for good?" she posed. This includes initiatives such as recruiting events and conventions that align with local values and working towards sustainability goals like carbon offsetting.
Katherine's perspective on sustainability reflects a growing awareness in the industry of the need to balance economic benefits with environmental responsibility. She is eager to see how new tools and frameworks, such as those from Destinations International, will address these challenges and help shape the future of tourism.
In her role, Katherine emphasizes the importance of work-life balance and flexibility. Her organization's policy of "work for your week" reflects a commitment to allowing team members the flexibility to manage their schedules while prioritizing family and personal commitments. This approach aligns with Katherine's own experience, where she navigates the demands of leadership while maintaining a focus on personal well-being and family.
One surprising aspect of Katherine's personality is her self-described "extroverted introvert" nature. Despite her outward-facing role, she values time alone to recharge. This blend of extroversion and introversion adds a unique dimension to her leadership style, balancing public engagement with personal reflection.
Katherine O'Donnell's journey from marketing to CEO exemplifies the evolving role of destination marketing organizations and the importance of community engagement. Her insights into leadership, sustainability, and work-life balance offer valuable lessons for those in the tourism industry and beyond. As Richmond Region Tourism continues to grow and adapt, Katherine's passion for community and her commitment to meaningful impact will undoubtedly guide the organization toward a vibrant and inclusive future.
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