As traveler expectations shift toward authenticity and real experiences, destination organizations must evolve the way they tell their stories. This session explores how Visit Anaheim reimagined its destination storytelling strategy after brand health research revealed strong functional appeal but low cultural relevance and distinctiveness. Rather than simply shifting traditional messaging, Visit Anaheim reimagined who tells Anaheim’s story.

By elevating authentic voices and unconventional storytellers, including well-known personalities with authentic destination connections and local kids leading creative campaigns, Visit Anaheim transformed its narrative while pairing creativity with accountability. Attendees will learn how immersive, multi-channel campaigns supported by brand health data and digital measurement tools can strengthen emotional connection, improve relevance, and deliver measurable results.

From visitor centers and mobile kiosks to itinerary planning, ambassador programs, and frontline guest engagement, visitor services teams are often the human connection that shapes how travelers experience a destination. But staffing those experiences has never been more challenging.

In this highly relevant session, Linda John, CDME, will explore how destinations are navigating seasonal staffing, volunteer management, retention, training, and evolving visitor expectations while building people-first teams that create memorable and authentic destination experiences.

Linda John, CDME

Executive Vice President and 
SW Regional Director

Fired Up Culture

 

 

 

 

What happens when a destination reimagines its visitor center not as an information desk, but as a dynamic community gathering space that reflects the full identity of the destination?

In this session, Jennifer Bowen, Chief Strategy Officer & SVP at Destination Augusta, will share the vision, strategy, and lessons behind Augusta & Co., an innovative experience center designed to serve both visitors and residents alike. Developed as part of Augusta’s broader Destination Blueprint initiative, Augusta & Co. was intentionally created to move beyond the traditional visitor center model and become a welcoming hub for storytelling, local culture, retail, events, and authentic community connection.

Some of the most memorable visitor experiences don’t come from massive budgets or large-scale attractions. They come from creative thinking, authentic local connection and a willingness to try something unexpected.

In this fast-paced panel discussion, destination leaders from a variety of communities will share creative visitor services ideas, activations and experiences that made a meaningful impact for their destination and visitors alike. From pop-up experiences and unique partnerships to immersive storytelling, local engagement strategies and unexpected visitor touchpoints, panelists will explore how destinations are creating memorable experiences through innovation, adaptability and smart use of resources.

Designed to spark fresh thinking and practical takeaways, this session celebrates the idea that impactful visitor experiences are not defined by budget size, but by creativity, intentionality and connection.

Today’s travelers connect with destinations in more ways than ever before, through physical spaces, digital tools, mobile experiences, local ambassadors, curated itineraries, and community-driven touchpoints. As visitor expectations continue to evolve, destination organizations are being challenged to think beyond traditional models and create experiences that feel personal, seamless, and memorable.

This interactive session will explore creative and innovative approaches to visitor engagement for destinations of all sizes, whether through a flagship visitor center, pop-up experiences, digital concierge tools, kiosks, or entirely decentralized visitor services. Attendees will leave with fresh ideas for creating meaningful destination connections that meet travelers where they are.

What if you could workshop your biggest visitor services challenge with an AI expert in real time?

In this highly interactive session, attendees will submit real visitor services operational, staffing, marketing, and engagement challenges directly from their own destinations. Todd Brook, Founder & CEO of Unchained, will demonstrate how AI tools and strategies can be applied live to help solve those issues on the spot.

From staffing shortages and repetitive visitor inquiries to itinerary building, multilingual communication, volunteer training, content creation, data collection, and visitor engagement, this fast-paced session will showcase practical ways AI can support visitor services teams today.

Todd Brook

Founder & CEO

Unchained

 

 

 

 

The most memorable visitor experiences are not always the grandest. Often, they are the moments when someone feels welcomed, understood, and connected. As the Visitor Services Summit comes to a close, Destinations International's Lindsay Lodrini will bring together the day's key themes and challenge attendees to think beyond transactions and touchpoints to consider the lasting impact of creating a true culture of welcome. Drawing on insights from Destinations International's Tourism for All Certificate Program and her experience building people-first cultures in hospitality, Lindsay will explore how visitor services professionals can shape environments where visitors, residents, and community members alike feel valued, respected, and connected. Attendees will leave with a renewed sense of purpose and a simple challenge: identify one meaningful action they can take to make their destination more welcoming for all.

Lindsay Lodrini

Senior Director, People and Culture

Destinations International