Building Collaboration Across Borders and Waterways, with Sally Berry
Episode 489
On this episode of Destination on the Left, I talk with Sally Berry, Tourism Director for Great Lakes USA and Cruise the Great Lakes. Sally shares how an unexpected career path led her into tourism and eventually to one of the industry’s most collaborative regional organizations. We discuss the power of partnerships, the rapid growth of Great Lakes cruising, and why thinking beyond traditional destination boundaries creates stronger visitor experiences and more resilient communities. Sally also offers practical insights into building meaningful collaborations that benefit destinations, visitors, and the tourism industry as a whole.
What You Will Learn in This Episode:
- How Sally’s unconventional career journey shaped her collaborative leadership style
- Why regional partnerships create greater value for international visitors and industry stakeholders
- How Cruise the Great Lakes is helping destinations prepare for continued cruise tourism growth
- What memorable destination welcomes look like, and why they leave a lasting impression on visitors
- Why successful collaborations depend on a diversity of perspectives and shared goals
- How creative partnerships across states, provinces, and organizations lead to stronger tourism products
- What opportunities Sally sees ahead for the Great Lakes region through sustainability, stewardship, and collaboration
Collaboration Is the Competitive Advantage
Throughout our conversation, Sally makes a compelling case that collaboration isn’t simply a nice idea—it’s one of tourism’s greatest competitive advantages. Leading initiatives that span eight states and two Canadian provinces requires balancing different priorities while helping partners recognize the value of working toward common goals. Rather than expecting every destination to participate in every initiative, Sally focuses on matching opportunities with the destinations best positioned to benefit, creating stronger outcomes for both individual communities and the region as a whole.
She also shares how collaboration flourishes when organizations embrace different perspectives. Strong partnerships need enthusiastic champions, thoughtful protectors, and even healthy skeptics who ask the difficult questions. Those varied viewpoints ultimately strengthen projects, deepen trust, and create initiatives that are more successful over the long term.
Turning First Impressions Into Lasting Connections
As Great Lakes cruising continues its impressive growth, Sally shares how destinations are embracing the opportunity to create unforgettable welcomes for visitors arriving by ship. Communities are greeting passengers with local musicians, historical interpreters, regional cuisine, and experiences that immediately reflect the character of the destination. These authentic touches create meaningful first impressions while giving visitors a genuine sense of place.
Beyond the excitement of arrival day, Sally explores the broader impact cruise tourism has on local economies. Many passengers spend additional time in port cities before or after their voyages, and countless visitors discover communities they later return to explore in greater depth. For many Great Lakes destinations, cruise tourism is becoming an important gateway for introducing travelers to places they may never have considered visiting before.
Investing in Relationships That Strengthen the Industry
One theme consistently surfaces throughout Sally’s career: tourism is built on relationships. From mentors who helped her navigate unfamiliar areas of the industry to the connections she now creates through webinars, trade events, and industry education, she believes sharing knowledge strengthens the entire tourism ecosystem. Helping new professionals build confidence today creates stronger collaborators for tomorrow.
Looking ahead, Sally is optimistic about the future of the Great Lakes region. As travelers seek authentic experiences beyond traditional gateway destinations, the region offers abundant natural beauty, vibrant communities, rich history, and distinctive cultural experiences. By continuing to invest in partnerships, sustainability, and destination stewardship, Great Lakes communities are positioning themselves for long-term success while demonstrating that the strongest destinations are the ones that work together.
Resources:
- Website: greatlakesusa.org
- Website: cruisethegreatlakes.com
- LinkedIn: https://www.linkedin.com/in/sally-davis-berry/
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