This keynote will change the way you think about your destination—and the people you’re trying to inspire.

David Allison, the world’s leading authority on human values and the author of two best-selling books, will share brand-new data from across the United States and Canada that reveals What Matters Most to people—regardless of where they sit on the issues that divide us. Not where we live, what we look like, or how we vote, but the values that shape our daily decisions and beliefs. And those values, it turns out, offer a surprisingly unified story about who we are and what brings us together.

Built specifically for professionals responsible for advocating for their destination to elected officials, community partners, and international audiences, this keynote delivers a practical framework for telling a values-driven story—one that builds trust, fosters belonging, and resonates across political and cultural divides.

Key Takeaways:

• Discover What Matters Most to residents and stakeholders in the U.S. and Canada today—and how to use that insight to align messaging and unify your community.
• Learn how to use values-based storytelling to welcome international visitors and navigate politically sensitive conversations with confidence.
• Walk away with practical tools to build destination narratives rooted in shared values—not demographics—that work for everyone, everywhere.

You’ll leave with a fresh approach to destination branding, public messaging, and stakeholder alignment—using what we now know about What Matters Most to the people you need to inspire. Because when you know what people value, you know how to welcome them. And when you lead with values, the rest falls into place.

This session will focus on a single advocacy tactic that has proven effective for a destination organization. Through a brief presentation modeled after a TED-style talk, participants will learn how the tactic was developed, implemented, and measured for success. The discussion will allow attendees to explore how similar approaches can be adapted for their own destinations.

This session will examine a specific issue currently affecting destination organizations. A concise case study presentation will provide context, key learnings and outcomes, followed by an open discussion with participants. The goal is to share strategies, understand potential challenges, and consider how destination organizations can respond to similar situations through effective advocacy.

This session will provide examples of how a destination organization successfully secured or protected funding. A focused case study presentation will outline the approach, the stakeholders involved, and the results achieved. Participants will have the opportunity to discuss how these strategies might be applied or adapted to strengthen funding models within their own destinations.

This session will focus on a single advocacy tactic that has proven effective for a destination organization. Through a brief presentation modeled after a TED-style talk, participants will learn how the tactic was developed, implemented, and measured for success. The discussion will allow attendees to explore how similar approaches can be adapted for their own destinations.

This session will examine a specific issue currently affecting destination organizations. A concise case study presentation will provide context, key learnings, and outcomes, followed by an open discussion with participants. The goal is to share strategies, understand potential challenges, and consider how destination organizations can respond to similar situations through effective advocacy.

This session will provide examples of how a destination organization successfully secured or protected funding. A focused case study presentation will outline the approach, the stakeholders involved, and the results achieved. Participants will have the opportunity to discuss how these strategies might be applied or adapted to strengthen funding models within their own destinations.

Join this "early release" presentation of the 2025 Canada and United States Resident Sentiment Towards Tourism Study. Attendees will gain access to key findings and detailed analysis ahead of the full report release. The study offers a comprehensive review of resident perspectives on tourism’s economic, social, and community impacts, highlighting shifts in public perception and emerging trends across demographics. 

The insights shared will help destination organizations make informed policy decisions, refine community engagement strategies, and strengthen advocacy efforts by aligning messaging with resident priorities and expectations. This data serves as a critical benchmark for evaluating the role of tourism in community well-being and long-term viability.