Roger Brooks is a tourism expert, professional speaker, and the CEO of Destination Development International.

Early career

Roger Brooks was born in Seattle and grew up in a small community in the San Juan Islands of Washington State. He began his career managing tour logistics for musical groups including Chicago, The Eagles, Fleetwood Mac, and The Bee Gees for the tour promoter Concerts West. Following his employment with Concerts West, he worked in resort development at the newly developed Whistler, British Columbia resort town as well as other mountain towns in North America.[1] Then in 1981 Brooks founded the tourism company Destination Development International (DDI) with Bill Chandler.

Work in the tourism industry

Roger Brooks currently resides in Seattle, Washington where he serves as the CEO of DDI.[2] In his position with DDI, Brooks serves as a tourism expert for municipalities and other organizations globally. In helping municipalities, he typically meets with the community members themselves in order to build tourism economies from the bottom up and to explain brand development.[3] In addition to helping communities in their branding efforts, he also performs first-hand research by experiencing life in the communities as a tourist would for several days,[4][5] and works with residents as well as community leaders in order to prepare new branding ideas.[6] Because of his conducting of these "Community Assessment" programs,[7] he has been referred to as the tourism "mystery shopper".[8]

Brooks has worked with more than 1,000 communities globally,[9] doing community branding, development, and marketing. Brooks has stated that the main goal of tourism is not the amount of people that arrive in a community, but the amount of money they will spend when they visit. In order to market smaller communities, he relies on the Internet and other inexpensive advertising venues rather than broadcast advertising,[10] and provides help with web development as well as tourism economy planning.[11] His presentations to communities and nations alike center on his Ingredients of an Outstanding Destination,[12] and in 2003 Brooks published the book Your Town: A Destination - The 25 Immutable Rules of Successful Tourism.[13][14] Part of the strategy Brooks uses for communities is that a place's tourism infrastructure and interest level should be developed enough to keep a tourist in the community 3 hours for every 1 hour of travel if a community is going to be successful at enhancing their tourism economy.[15]

Brooks also advises countries on the national level.[16] He has appeared in the national press as a tourism expert, including for Fox News[17] and NBC.[18] In 2009 he became national news when he recommended that Michael Jackson's Neverland Ranch be turned into a new Graceland-like tourist attraction, stating that Neverland could attract more tourists than the home of Elvis.[17][18][19] In 2010 Brooks made further news in California, when he recommended the town of Oxnard, California changed its name to "Oxnard Shores" to better reflect its seaside location.[20][21][22]


  1. Sport Events Congress 2012. Canadian Sport Tourism Alliance (April 18, 2012). Retrieved on May 16, 2012.
  2. Janet O'Neill (August 12, 2010). "Consultant says Tehama County has 'undersold, underrated' assets; urges marketing push". Retrieved May 12, 2012. 
  3. Heather Johnson (June 22, 2011). "The experience is the key". North Platte Telegraph. Retrieved May 12, 2012. 
  4. Francois Biber (November 1, 2011). "Roger Brooks to unveil Vermilion's new brand Nov. 1". The Vermillion Standard. Retrieved May 12, 2012. 
  5. Corrie DiManno (November 2011). "Writing Canmore's brand story". The Canmore Leader. Retrieved May 12, 2012. 
  6. "Public meetings on 'branding' announced". The Madison Courier. November 22, 2008.,4823809&dq=roger+brooks+destination+development+international&hl=en. Retrieved May 12, 2012. 
  7. Larry Horncastle (April 21, 2012). "Business and tourism pros should be proud". The St. Albert Gazette. Retrieved May 16, 2012. 
  8. Paul Herridge (May 26, 2009). "Tourism expert giving region fine-toothed comb treatment". The Southern Gazette. Retrieved May 12, 2012. 
  9. Todd Tranum. "Chamber Corner for July 4th". Chautauqua County Chamber of Commerce. Retrieved May 12, 2012. 
  10. DENNIS PHILLIPS (June 17, 2010). "Branding expert unveils new label for county tourism". The Jamestown Post-Journal. Retrieved May 12, 2012. 
  11. Edith Tucker (September 30, 2009). "$3.5 million in federal funds requested for signs". Coos County Democrat. Retrieved May 12, 2012. 
  12. Downtown Raleigh Alliance (February 29, 2012). "Downtown Raleigh Alliance honors businesses, individuals". Wake Living. Retrieved May 19, 2012. 
  13. Roger Brooks and Maury Foreman (2003). Your Town: A Destination - The 25 Immutable Rules of Successful Tourism. Kendall/Hunt Publishing Co. 
  14. "Chamber Announces Brooks As Speaker For Annual Awards Banquet". The Jamestown Post-Journal. October 22, 2011. Retrieved May 12, 2012. 
  15. ANN HENDERSON (November/December 2007). "Q&A with Don and Carol Shanks: The rural Nevada activists haven’t learned to say, “No.”". Nevada Magazine. Retrieved May 31, 2012. 
  16. David Young (March 24, 2012). "US tourists get confused by border, says expert". The Belfast Telegraph. Retrieved May 12, 2012. 
  17. 17.0 17.1 Joshua Rhett Miller (July 2, 2009). "Could Neverland Become Michael Jackson's Graceland?". Fox News. Retrieved May 12, 2012. 
  18. 18.0 18.1 "Flags at half staff in Jackson’s hometown". NBC. June 26, 2009. Retrieved May 12, 2012. 
  19. Jill Serjeant (July 2, 2009). "Neverland could rival Graceland as tour attraction". Reuters. Retrieved May 12, 2012. 
  20. Steve Chawkins (July 27, 2010). "Oxnard wonders if there's another name for it". The Los Angeles Times. Retrieved May 12, 2012. 
  21. "Oxnard Thinking About Name Change". NBC. July 28, 2010. Retrieved May 12, 2012. 
  22. "Oxnard may change name to attract tourists". ABC. July 28, 2012. Retrieved May 12, 2012. 

External links

This article uses material from the Wikipedia article Roger Brooks, that was deleted or is being discussed for deletion, which is released under the Creative Commons Attribution-ShareAlike 3.0 Unported License.
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