Full Circle: Advocacy, Tourism, and Rediscovering the Power of Associations.
29 May 2025This week, I had the opportunity to join CalTravel’s Advocacy Day, and it was a moment that brought me back to where I first started my journey in associations.
It’s been over 30 years since I last engaged in advocacy work. Back then, I was a college student navigating the DC Capitol with more passion than polish. Fast forward to today, and I found myself part of a highly organized, professional, and impactful day, thanks to the incredible work of CalTravel and its small but mighty team.
An Impressive Operation, Up Close
Bringing together 105 advocates is no small task. From start to finish, the experience was a masterclass in preparation and execution. We were equipped with clear messaging, impactful data, and opportunities to connect with one another, all made possible by a tight-knit team deeply committed to their mission.
I had the pleasure of meeting:
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Barb Newton, President & CEO
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Reena Evenson, Consulting Director, Business Development
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Emellia Zamani, Director of Government Affairs & Public Policy
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Tricia Yanez, Director of Marketing & Communications
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Gabriella Borges, Operations & Events Manager
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Emellia Zamani, Director of Government Affairs & Public Policy
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And on her first day, Makenzie Coveau, Business Development Manager
Each brought a unique spark. They were warm and welcoming (hospitality professionals, after all) and focused on ensuring every advocate felt prepared and supported.
What I Learned
While I’ve worked alongside many associations over the years, there’s nothing quite like being in the room. Hearing firsthand what matters, what’s at stake, and how member engagement drives real change made a lasting impression. A few key insights stayed with me:
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Tourism is nuanced. In uncertain global times, Rural, Local, and Sustainable Tourism are essential pillars. These focus areas keep communities vibrant when international travel is disrupted.
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Balance matters. Cities and towns are striving to create a better relationship between residents and visitors. This is not just a feel-good initiative; it’s a critical step in sustaining long-term economic health.
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Hotel taxes fund more than I realized. From infrastructure to local programs and tourism marketing, these dollars are reinvested in ways that support everyone who lives, works, or visits the destination.
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Why This Hit Home
Being part of Advocacy Day reminded me of why I’ve always been drawn to associations. The alignment of mission, membership, and community impact is powerful. Experiencing that in action, through the lens of one of our customers, reinforced my appreciation for the role associations play in shaping policy, strengthening economies, and elevating their members' voices.
I walked away feeling energized and grateful. It was a chance not just to look back, but to connect the dots between the work I’ve done in the past and the work we support today.
And yes, I still miss those association days — probably more than I thought.
Thank you to CalTravel and everyone that attended, Carlos.
