Travel and tourism is an industry in which there always seems to be activity, making it an exciting world in which I participate! It is a fast paced landscape that changes daily, keeping us PR professionals on our toes…whether it is the H1N1 issue and Mexico travel or the recent percentage numbers of people traveling over the holidays.

While the pace of the industry won’t slow down, the climate of it will change, so in order to keep up and gain targeted results, I try to always keep a goal in mind and a grounded perspective to remain chameleon.

I often ask myself how does the ink I receive impact tourists and their spending and how did my PR efforts change sales or behaviors? How can I raise awareness of my brand’s message and who is my audience? What are their interests – leisure travel, business travel, etc.? What are the most effective outlets and/or tools to sell a great deal while at the same time building and strengthening a relationship with a newspaper’s travel writer?

With 2010 approaching, people are scurrying to make ‘resolutions’ – I’ve already made mine. I’m challenging myself on a daily basis to improve my results and I am planning to continue to learn and grow in this ever changing climate in the world of travel!

Abby Boburka,
Account Executive