A strategic how-to session on engaging your local audience to build sustainable revenue in a changing economy through shoulder season and beyond. This session builds on trends of hidden gems and insider tips for the best things to see and do while on vacation to help tour operators and tourism professionals develop messaging and targeting strategies to engage with their local markets. Local and in-state residents are an oft overlooked demographic to drive revenue, and are an underutilized resource for many tour operators. By connecting with your "locals," and collaborating with other local operators, you can create revenue by incentivizing locals to bring family and friends - both local and out of state and country - to participate and learn what it's like to adventure "Like a Local."