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In an increasingly technological landscape that relies on tools like AI and data-mining to create greater efficiencies and more targeted strategies across industries, this year’s Annual Conference was refreshingly… human. Embracing the theme "This Could Be You," the conference emphasized the power of transforming imagination into reality.

We Can All Be Happier If We Know How It Works

The opening ceremony’s keynote speaker was Arthur C. Brooks, a renowned professor at Harvard Business School, who teaches a class on the Science of Happiness, which fit the conference theme perfectly. At first glance, the topic of happiness seemed intriguing, if not a bit lofty, but we were excited to hear from Brooks, especially considering his recent #1 New York Times Bestseller, Build the Life You Want: The Art and Science of Getting Happier. It raised an interesting question: how could happiness benefit a room full of tourism professionals with real, measurable business objectives? Brooks’ talk set an important tone for the week, emphasizing a greater understanding of happiness can help us as tourism professionals create deeper human connections and better contribute to the happiness of others.

At its core, the tourism industry is in the business of happiness. It consists of people whose work helps others experience enjoyment through travel and exploration, whether it’s the thrill of adventure, an opportunity to learn, or the feeling of relaxation. That dedication to creating meaningful experiences was evident in the diverse thought leadership and discussions that took place in the breakout sessions.

AI Is Becoming a Marketable Skill

Technology was well-represented at the conference, with sessions including “Leveraging AI for Destination Marketing.” As AI tools become more ingrained into our day-to-day tasks, 66% of respondents wouldn't consider hiring candidates lacking AI proficiency. So, how can we use these tools more effectively? Jason Swick, VP of Strategy & Insights at Simpleview, presented a GPT prompt strategy to use for better results called R.A.C.E.:

●    Role: What is the persona? 
●    Action: What do you want it to do?
●    Context: What information does it need?
●    Expectation: What do you hope to achieve?

Every Person in Your Organization Needs to Be a Data Person
At “Building Your Future-ready Destination Data Toolbox,” led by Dr. Whitney Knollenberg from North Carolina University, the panel of DMO representatives each spoke to the depth and breadth that data serves in delivering on their business objectives. They also provided tips to help guide the decisions we make with data, including:

●    DMOs are not selling; we're driving to the businesses and partners who are selling.
●    Rely on vendor partners to be the data experts, but DMOs must understand and stress test the data.
●    Utilize local educational institutions/SMEs to help understand the data.

Humanity is the Heart of the Destination Marketing Industry

A number of sessions highlighted the important role humanity plays in our industry. “Embracing Accessible and Inclusive Tourism,” a panel hosted by Jane Cunningham of Destinations International, provided unique insights into the needs of differently abled travelers and resources DMOs can utilize to create better accessibility strategies. One particular strategy that was discussed focused on assessing the accessibility needs for conferences, including performing site visits, improving vendor selection, thinking through the registration and digital UX, designing logistics and layout, and tailoring the welcoming and outreach spaces.

The panel hosted by Kenny Porpora of HospitableMe, “No One Is Just One Thing: How Intersectional Identities Are Shaping the Future of Destination Marketing,” explored the importance of understanding travel audiences as a diverse set of individuals that often identify across many communities and shouldn’t be treated as monoliths. One member of the panel, Rondel Holder, SVP of Content & Diversity Initiatives for NYC Tourism and Conventions, discussed the importance of overcoming DEI fatigue by positively shifting the conversation to what change has been affected and what changes have been made as a result of DEI initiatives.

We also participated in DI’s “Flashes of Brilliance,” 15-minute microsessions held throughout the day, offering valuable insights, audience data, trends, and more. Sparkloft’s Senior Social Strategist, Orianna Guzman, presented “The Power of Social Community Building & Travel Trends in the Era of Taylor Swift.” 

What was abundantly clear from this year’s DI Conference was that technology, including AI and data-mining, will continue to be crucial tools for tourism professionals, but in service of allowing us to create the best possible experiences for our diverse travelers and communities. The spirit at this year's conference was one of positivity and the pursuit of greater understanding. Despite the backdrop of tense domestic politics and international upheaval, the tourism industry strives to be uplifting and positively transformative for all travelers. We are an industry of happiness, and there’s nothing more human.