Spotlight on Timothy Bush, CMO, Visit Lake Charles

When it comes to raising a destination’s profile, it’s hard to beat the summer of 2026 for Lake Charles, Louisiana.

The parish in the state’s southwestern corner successfully tied its attributes to the country’s 250th anniversary through a video series, taking advantage of a rare marketing opportunity.

As significant as that accomplishment was, it pales in comparison to being featured on The Today Show as part of travel expert Mark Ellwood’s segment, “Travel ‘Outside the Box’ With These Underrated Destinations.” Ellwood compared Lake Charles favorably to another gaming destination: Las Vegas.

According to Visit Lake Charles, NBC’s Today Show averages more than three million viewers, and its accompanying digital feature reaches more than 13 million unique monthly visitors. The national spotlight also generated local media coverage, further extending the reach of the story and giving Southwest Louisiana residents another opportunity to see their community recognized on a national stage.

It would be easy for Visit Lake Charles Chief Marketing Officer Timothy Bush to take a bow. Instead, he demurs, highlighting the nationwide attention the region is receiving.

“It had been one of our goals for 2026, and when it finally happened, the excitement wasn't because we checked a box,” Bush says. “It was because of what it meant for our community. Seeing Lake Charles showcased on national television as a destination worth experiencing gave so many people a sense of pride. Those kinds of moments don't happen every day, and we certainly don't take them for granted.”

Bush is a one-of-a-kind CMO who has experience running a DMO, the Beauregard Tourism Commission and is now thriving on building Visit Lake Charles’ branding. “I love being able to combine strategy, creativity, research, and data to influence how people see a place and, ultimately, drive economic impact for the community,” he says.

Inspired Insights caught up recently with Bush, our inspirational leader of the month.

What innovative campaigns or initiatives has Visit Lake Charles launched recently to engage travelers and showcase your unique offerings?

One project I'm especially proud of is our America 250 campaign, Made in SWLA, Built for America. The nation's 250th anniversary is truly a once-in-a-lifetime moment, and we wanted to approach it differently. Rather than simply celebrating Southwest Louisiana, we created a video series that explores how our region has contributed to the broader American story. Through our food, music, outdoor experiences, resilience, and culture, we're showing that Southwest Louisiana isn't just part of America's history. It has helped shape it. It's a campaign that celebrates our destination while connecting our local story to something much bigger.

What role does data and analytics play in shaping your marketing decisions, and how do you measure the success of your campaigns?

Data is one of the most valuable tools we have, but it should inform creativity, not replace it. We use research and analytics to better understand traveler behavior, optimize our investments, and measure what really matters: overnight visitation, visitor spending, engagement and long-term brand growth. The goal isn't just more impressions. It's creating measurable economic impact.

How has the rise of digital platforms and social media influenced your destination marketing strategies?

Today's travelers are inspired long before they ever visit a destination website. Social media, short-form video, creators and AI have completely changed how people discover places. Our job is to create content that feels authentic, useful and entertaining while showing up wherever travelers are looking for inspiration.

What are some standard preconceived notions of Lake Charles, and how are visitors surprised when they arrive?

For years, many people associated Lake Charles almost exclusively with gaming. While our casino resorts remain an important part of our tourism economy, visitors are often surprised by the depth of our culinary scene, our authentic Cajun and Creole culture, outdoor recreation, live music and the genuine hospitality of Southwest Louisiana. Our role is simply to keep telling a more complete story until perception catches up with reality.

Looking ahead, what trends in destination marketing do you see shaping the future?

I think we're entering one of the most exciting periods our industry has ever seen. Travelers increasingly expect personalized recommendations instead of one-size-fits-all marketing, and AI will help us deliver that in ways we've never been able to before. I don't see AI replacing marketers. I see it making us better. The destinations that combine technology with authentic storytelling and strong human creativity will have a tremendous advantage.

More About Bush

First job in tourism?

Executive Director, Beauregard Tourism Commission.

Biggest industry mentor?

If I had to single one out, I'd start with my current CEO, Kyle Edmiston. Kyle first hired me in 2006 at Experience Ruston, and then, nearly 16 years later, hired me again to serve as Chief Marketing Officer at Visit Lake Charles.

I'd also recognize Elliott Ferguson and Al Hutchinson. Both have reached the highest levels of leadership in our industry, yet they've always been generous with their time.

What would you like your legacy to be?

I hope my legacy (years from now) is that I helped push our industry forward by embracing innovation, challenging us to think differently, and having the courage to take thoughtful risks in pursuit of something better. I want to be remembered as a storyteller who believes every destination has a story worth telling and as someone who never lost sight of the fact that tourism has the power to strengthen economies, celebrate culture, and uplift communities. More than anything, I hope people remember that I never lost my passion for this industry and always believed in what it could accomplish.

I want to be remembered as someone who showed up every day, did the work, invested in others, wasn't afraid to challenge the status quo, and left this industry a little better than I found it.

Photo Credit: Visit Lake Charles