Heather Larson’s journey into the hospitality, tourism, and events industries began at the University of Wisconsin-Madison, where she developed a strong passion for service, relationships, and travel. After graduating and falling in love with Chicago’s stately old grand hotels, she began her career honing her skills at iconic Windy City properties including The Allegro (formerly The Bismarck), The Whitehall, The Drake, and the Fairmont Hotel. 

“I started working in hotel sales, where I quickly realized that I thrived in the fast-paced, people-driven nature of the industry,” Larson recalled. “Each of these experiences [working at those hotels] helped me build a strong foundation in customer service, strategic negotiation, and revenue management. Then, my transition to HelmsBriscoe as an independent contractor allowed me to refine my sourcing skills and understand the needs of planners from a different perspective.” 

In 2010, Larson accepted a sales manager position at Meet Chicago Northwest, the convention and visitors bureau that represents eight communities just outside of Chicago (Arlington Heights, Elk Grove Village, Itasca, Rolling Meadows, Roselle, Schaumburg, Streamwood, and Wood Dale). Her dedication and expertise quickly propelled her through the ranks at the organization, which quickly promoted her to director of sales and then to president and CEO in June 2021. 

“When I joined Meet Chicago Northwest as a sales manager, I was eager to apply my knowledge to destination sales and marketing,” Larson shared. “I had taken a few years off beforehand to raise my babies, so as soon as I returned to the workforce, I went for my Certified Meeting Professional (CMP) certification to kick start my career back up again, [and] I have since earned my Certified Destination Management Executive (CDME) certificate.” 

She continued, “What I enjoy most [about my job] is the ability to create lasting partnerships and contribute to economic growth by attracting visitors and events to a region. The dynamic nature of tourism and hospitality means every day brings a new challenge and a fresh opportunity to showcase our destination.” 

TSNN had a chance to spend time with this dynamic and tenacious destination marketing leader to get her thoughts about the current state of gender inclusivity in the events and tourism industry, how she approaches leading and motivating her teams, and why emerging and seasoned female leaders alike should never shy from bringing their authentic selves to work. 

How would you describe your leadership style and what key experiences shaped it? 

I focus on fostering collaboration, embracing data-driven strategies, and championing a culture of service excellence. The key experiences that shaped my leadership style include working with diverse stakeholders, navigating economic downturns, and leading a team through industry shifts. I believe in leading with transparency, adaptability, and a results-driven mindset.  

As a female leader in the destination marketing industry, what have been some of the most significant challenges you’ve faced, particularly in navigating gender biases or societal expectations, and how you overcame them? 

While the tourism industry is more inclusive than most, leadership roles have historically been male dominated. Early in my career, I sometimes had to assert my expertise more forcefully than my male counterparts to be taken seriously. As a rather short, small-town girl from Wisconsin with a self-effacing sensibility, I am often underestimated from the start. To overcome these challenges, I focused on consistently delivering results and building strong professional relationships. My authenticity and driven tenacity tend to win people over rather quickly. I’ve also made it a priority to mentor and uplift other women in the industry. Representation matters, and I believe that by leading with confidence and authenticity, I can help pave the way for future female leaders in destination marketing. 

Under your leadership, Meet Chicago Northwest has achieved notable successes, including award-winning campaigns and increased tourism revenue. What accomplishments are you most proud of, and what do they signify for the region? 

One of my proudest accomplishments has been our teams’ increase in booked room nights by 27% since 2019, demonstrating our ability to compete with larger markets for events. Additionally, our marketing initiatives have received industry recognition for their creativity and effectiveness in promoting the region, including our 2024 golf campaign that won us the Illinois Office of Tourism’s Governor’s Conference Best in Show Award. These successes signify the growing appeal of Chicago Northwest as a destination and reinforces the economic impact of tourism on our communities. Every event and visitor we attract translates into increased revenue for local businesses, job creation, and a stronger regional economy. 

In today’s climate, where diversity, equity, and inclusion efforts are coming under scrutiny, how do you advocate for these values within your organization and the broader tourism industry? 

DEI is integral to both our internal culture and external outreach. Within our organization, we prioritize inclusive hiring practices and foster a workplace where all voices are valued. Externally, we ensure that our marketing reflects the rich cultural fabric of our communities. By advocating for underrepresented groups and promoting events that celebrate diverse cultures, we not only enhance our destination’s appeal but also uphold the values that make the hospitality industry truly welcoming. 

What advice would you give to women aspiring to leadership roles in hospitality and events? How can they effectively balance authenticity with professional growth while driving meaningful change? 

My advice to aspiring female leaders is to be confident in their expertise, seek out mentors, and embrace lifelong learning. Hospitality is a people-driven industry, and authenticity is one of the most powerful tools a leader can have. Be adaptable, but don’t try to be someone you are not. And never compromise your core values. Balancing authenticity with professional growth means staying true to yourself while continually evolving. Surround yourself with supportive peers, advocate for others, and never shy away from taking on challenges that push you outside your comfort zone. Leadership is not just about personal success; it’s about paving the way for others and making an impact that extends beyond yourself. 

Know of a dynamic event industry professional who deserves some time in the spotlight? Reach out to lisa.savas@informa.com and danica.tormohlen@informa.com.

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