Bill Baker's career in travel and tourism started with a domestic airline in Sydney, Australia over 40 years ago. After this first taste of a career in tourism, Bill moved to Australia's Hunter Valley, where his career in destination marketing really began. In those days, Hunter Valley had just ten wineries, one restaurant and no lodging. Today it’s one of the most famous wine tourism destinations in the world, with over 200 wineries, and dozens of hotels, resorts and restaurants. Later Bill joined the Australian Tourist Commission and moved to New York where his team launched the very successful “Slip a Shrimp on the Barbie” campaign. Then later he moved to Los Angeles; Frankfurt, Germany; and London. During his journey around the world, he continued to develop and refine new approaches to branding and marketing destinations. Bill established Total Destination Marketing in 1994 in Australia, and began adapting what he had learned to benefit the marketing of cities and regions. He moved to the U.St. State of Oregon in 2000, where his focus has continued on the marketing and branding of small cities. His book, Destination Branding for Small Cities, has been a best seller in its category for over a decade. Last year, Bill worked in five countries and was the keynote speaker at the Inaugural International Place Branding Association conference in London. Bill's destination marketing expertise is known around the world. In this episode, we speak with him to hear his take about place branding and food and beverage tourism.