Shelly Green is a 30-year veteran of destination marketing, having led visitor bureaus in Asheville, Chapel Hill, and Durham, NC. Her experience has been in organizations of many sizes as a CEO, COO, and CMO, and spans the full gamut of public, private and nonprofit businesses.

As an Executive Consultant for MMGY NextFactor, Shelly will play a key role in the analysis of your DestinationNEXT results, determining implications of stakeholder feedback and making recommendations for actionable steps. Shelly also produces strategic plans, serves on destination management and master plans teams, and spearheads DMO organizational reviews. Shelly’s creative problem-solving ability and affinity for using research to make data-based decisions help DMO’s fuel growth and prioritize business decisions to ensure fresh ideas to succeed and deliver on your mission.

In recognition of her service and accomplishments, Shelly was recently inducted into the Destinations International Hall of Fame. She also received the Bill Sharpe Public Service Award from the NC Travel Industry Association for her significant contribution toward state and national tourism initiatives.

Before moving to North Carolina and starting a career in destination marketing, Shelly served as a public-school music teacher, choral director, and administrator at a fine arts college in Florida. She earned a bachelor’s and master’s degree in music from the University of Miami, and she is a certified destination marketing executive (CDME). She and her husband live in Durham, North Carolina.