We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Our second special guest for this series of our podcast is Andrea from Destination Castlegar. Among the many other hats Andrea Ryman wears, she serves as the Destination Marketing Director for Castlegar, British Columbia. She is also a member of the board of Kootenay Rockies Tourism.
Helping Business Recognize Their Role in Tourism
In her role in promoting the value of tourism in Castlegar and the surrounding region, Andrea has found that many local businesses don’t always understand the role they play in the tourism industry. Restaurants, for example, don’t necessarily see themselves as being involved in the industry. One of the main objectives in Andrea’s work, therefore, has been in showing businesses in her community what value they offer to tourists – and how this translates into rewards for everybody living in the region. Destination Castlegar supports local businesses and encourages them to showcase themselves, really to come forward with the best they have to offer, not only to get repeat visits from locals, but to draw visitors into the area as well. Making local businesses aware of their role in this regard and securing their buy-in is central to growing tourism.
It is obvious then, that promoting tourism is not simply about marketing its attractions to outsiders, but also about helping locals to understand the value that tourism brings and making them conscious of the role they play in creating that value.
Listen to more of Andrea’s insights about the value of tourism in episode 5 of our latest podcast series. For more information on public relations, digital marketing and related topics, go back and explore the previous five podcast series, read our blog, or contact us for more information.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
