Over his 20-year career David Holder has led destination marketing organizations of all sizes and varieties. This varied perspective has shaped his views on competitiveness and differentiation. He used this concept throughout his career, education and certification. David is focused on driving demand, optimizing sales efficiency, and developing comprehensive strategies for destination growth. David’s prior experience to JLL includes successfully developing brands and improved organizational effectiveness for three different destinations – Syracuse, NY; Fredericksburg, VA; and Corning, NY. His work in strategic planning restructured Visit Syracuse as an independent organization fully connected with regional economic development initiative. He was also an integral figure in developing the Finger Lakes Wine Country brand and strategic direction. David holds a Bachelor of Science and a Master of Science in Tourism Management from North Carolina State University. He also is a Certified Destination Management Executive from Destinations International. He is currently Chair of the Destination Marketing Accreditation Program (DMAP) and has served on the Board of both the US Travel Association’s Destinations Council and the New York State Destination Marketing Organizations, most recently in the role of Board Chair from 2015-2016.