As president and CEO of Meet Boston, Martha Sheridan’s job is to position Boston “as one of the premier destinations in the world.”

On this episode of the PNC C-Speak podcast, Sheridan details how she and her 501(c)(6) organization – that markets the Boston area as a destination for meetings, conventions and leisure visits – accomplishes that goal.

“if we don't invite them, they're not going to come back, so our work is incredibly valuable,” Sheridan says.

Meet Boston’s efforts are bolstered by its commitments to boosting workforce development in the hospitality sector and showcasing nontraditional visitor destinations, like Dorchester, East Boston and Roxbury.

Listen to the episode to hear more from Sheridan on:

• Her former job as a tour director on motor coaches. (3:23)
• Engaging and retaining Meet Boston’s team through hybrid work. (10:34)
• Avoiding the mistake of “burning a bridge.” (20:59)
• The most overlooked spot in Boston. (23:50)

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Download a transcript of the podcast.