by Hanna Singh
With a strong background in marketing and a vision for Ruston’s tourism future, Tori Davis has taken on a new role as president and CEO of Experience Ruston.
Following a unanimous vote by the organization’s board of directors, Davis will officially assume the position July 1, 2026. Building on Experience Ruston’s success, she plans to focus on what she calls the “Three I’s” — identity, investment and impact.
With more than a decade in the tourism industry, Davis is no stranger to new challenges. From her start as a marketing and communications assistant to her previous role as director of marketing and communications, she has worn many hats while investing in the local community.
“I’m so appreciative of the presidents that have come before me. They’ve done such a great job navigating through seasons of growth and turmoil,” Davis said. “There is all of this groundwork that’s been laid with branding, development and partnerships. It’s given me such a great setup to move forward with the current staff and board with a strong foundation.”
The “Three I’s” focus on strengthening Experience Ruston’s presence, investing strategically and highlighting tourism’s impact on the community.
“Identity is the first focus. This means strengthening branding, target marketing and unifying a look and message that makes it clear what Experience Ruston does,” Davis said.
“Investment is the second focus. We’ve done such a great job investing in marketing, events and things like public art. I want to continue to be strategic in investing in what drives visitation. We’re working on a wayfinding signage project for the parish so people can easily find things like the sports complex. Especially with Buc-ee’s coming in, we will have thousands of people driving through Ruston and we want to capture some of that traffic and convert it into business for our community.
“Impact is our third focus. What this means is focusing on our impact on the community. Conveying what tourism really does throughout the year for Ruston and Lincoln Parish and communicating that impact so people understand why our work is important for a thriving community.”
Davis’ career in tourism began with a bold question and a bit of good timing.
While attending a Public Relations Student Society of America session at LSU, she watched a presentation highlighting careers in tourism public relations. A video featuring destinations across Louisiana included scenes from Mitcham Farms in Ruston. Preparing to move to Ruston to pursue an MBA at Louisiana Tech, Davis took notice.
She approached presenter Laura Cating, now senior vice president of marketing and communications for Visit Baton Rouge and then with the Louisiana Travel Association, to ask whether opportunities existed for a student moving to Ruston. Cating connected Davis with Experience Ruston, where she joined the organization as a marketing and communications assistant.
“Tori approached me and very boldly but kindly told me she was moving to Ruston and asked if there was any opportunity to work in tourism while there in grad school,” Cating said. “Fast forward years later, what an exciting step for her. It’s such a testament to her success that from such a young age and early start in her career, she was able to say, ‘I know what I want and I’m ready.’
“Her potential from the very beginning was amazing. That kind of initiative is rare. It’s been a pleasure to watch her have that same eagerness to learn and embrace new challenges and let that carry her through her career.”
Director of Destination Sales Jennifer Mamon said she has had a front-row seat to Davis’ growth as a leader.
“I’ve had the privilege of working with Tori for several years, and I’ve had a front-row seat to watch how much she has grown as a leader in our office and the tourism industry,” Mamon said. “She has a unique ability to balance creativity and strategy while making sure she keeps the best interests of Ruston and Lincoln Parish, and the Experience Ruston brand, top of mind.
“As someone who has worked closely with her in both marketing and sales efforts, I’m excited to see her bring her forward-thinking approach to the CEO role. What excites me most is her understanding of how marketing, sales, partnerships and community engagement all work together to move a destination forward. I know in my heart that she will continue to elevate Experience Ruston, strengthen partner relations, focus on what creates long-term value for our community and lead our organization into an exciting new chapter.”
