Company Spotlight: Trust Your Compass: Leadership, Marketing, and AI in Adventure Tourism with Liquid Spark

A career that starts on Wall Street and shifts into whitewater guiding sounds like a movie plot, but for Julie Thorner it became the foundation for building Liquid Spark, one of the most trusted names in adventure travel marketing. We talk about the moment she realized life is short, why she chose to walk away from “safe” roles, and how she built her agency as a single mom who needed both flexibility and purpose.

From there, we get practical. Julie breaks down what she sees when tour operators say their marketing isn’t working, from wasted Google Ads spend and unclear messaging to missing email automation, weak conversion paths, and websites that fail to answer real traveler questions. We explore what actually works in tourism marketing in 2026, including strong content strategy, SEO fundamentals, earned media, and building trust through clear, accessible storytelling.