Episode 52: Building a Destination from the Ground Up with Jessica Novotny

What does it actually take to build a destination brand from the ground up? In this episode of Give Me Some Good News, Caleb sits down with Jessica Novotny, Tourism Specialist for Hanover County, Virginia, to talk about launching a new DMO, finding a destination’s authentic identity, and the realities of working on a small tourism team. Jessica shares how Hanover turned community input, agritourism, history, outdoor experiences—and a famous tomato—into a growing destination brand. They also discuss the advantages of being a tourism generalist, building strong community relationships, career advice for young professionals, and why smaller destinations can be some of the best places to learn the industry. Plus, get a preview of Hanover’s upcoming Tomato Trail. 🍅