It’s back-to-school time in the spring! Join us for a tour of the University of Texas at Austin, one of the world’s leading universities, supporting more than 53,000 diverse students and 3,000 teaching faculty. After "orientation" attend class with renowned Professor John Daly, a leading expert on interpersonal relations and communications, as he reveals the five key steps to successful influence. Whether you are engaging with colleagues, community members or other stakeholders, Professor Daly will provide you with the knowledge and tools to:

• Construct effective messages
• Deliver your messages persuasively
• Differentiate your ideas
• Overcome resistance

Dr. John Daly is the Liddell Professor in the Moody College of Communication, Regents Distinguished Teaching Professor, and Texas Commerce Bancshares Professor of Management at the University of Texas at Austin. He teaches undergraduate classes on interpersonal communication and MBA classes on social influence and leadership. In addition, he teaches a course on crisis management for the LBJ School of Public Affairs and a master’s level course on leading and managing technical people for UT’s College of Engineering.

He has worked with numerous public and private organizations such as Goldman Sachs, Merck, Pfizer, Bayer, AstraZeneca, USAA, State Farm, Prudential, Union Pacific, Samsung, Kraft, Amazon, Apple, Shell, ExxonMobil, Home Depot, Texas Instruments, Boeing, Lockheed, American Airlines, Southwest, United Airlines, 3M and Frito-Lay, among others. In the government arena, Dr. Daly has worked with the White House (Executive Office of the President) designing and implementing a major customer service initiative as well as with numerous federal, state, and county and municipal government units throughout the United States.

Celebrate the vibrant spirit of Texas at the Bullock Texas State History Museum, which highlights the rich heritage, culture, and culinary traditions of the Lone Star State. Set against the backdrop of the museum’s exhibits, this evening offers a perfect blend of history, connection, and Texas hospitality:

• Taste the flavors of Texas: Delight in a Tex-Mex-inspired menu showcasing the bold flavors of Texas cuisine, paired with the iconic Ranch Water, served as the signature cocktail to embody the true Texas spirit.
• Immerse in Culture: Engage with fellow guests while surrounded by the museum’s artifacts, celebrating the enduring stories of Texas’s history and its diverse cultural influences.
• Connect with Purpose: Build meaningful connections in a setting that reflects the resilience, pride, and unyielding spirit of the Lone Star State.

Start your summit experience with energy and engagement! This lively, interactive icebreaker session is designed to spark connections, stimulate creativity, and set a positive tone for the days ahead. This opening session has been recreated to bring attendees together for a memorable morning of connection and collaboration. Prepare to break the ice and expand your network as we kick off with an exciting networking game for a seasoned veteran or a first-time attendee. Whether you’re reconnecting with familiar faces or meeting industry colleagues for the first time, this session will leave you energized, inspired, and ready to dive into the Summit with purpose and enthusiasm.

Two of the world’s largest soccer events are heading to North America: the 2025 Club World Cup (USA) and the 2026 World Cup for national teams (USA, Canada, Mexico). These monumental events present an unprecedented opportunity for destinations across the continent to attract international visitors, whether you're a host city or not. With the world’s eyes on soccer, how can your destination maximize this moment to drive tourism growth?  This session will provide valuable insights for destination organizations looking to tap into the global events markets, offering practical strategies on how to engage fans, promote your destination, and turn this rare moment into long-term success.

Justin Bresler (Moderator)

CMO

Visit Denver

Shelley Hall

VP of Marketing

Visit Austin

Marlyss Auster

President & CEO

Visit Ventura

Mauricio Magdaleno

Clúster de Turismo Monterrey

 

In today’s competitive landscape, many destinations are turning to Tourism Improvement Districts (TIDs) as a powerful tool to enhance marketing, sales efforts, and destination development, all aimed at driving sustained economic growth. This panel brings together leaders who have successfully implemented TIDs in their cities and counties. They will share insights on how their TIDs were established, the challenges they've faced and things they wish they knew when they started. Whether you're considering establishing a TID or optimizing an existing one, this discussion will provide valuable strategies, best practices, and real-world case studies to help you navigate the process and maximize the benefits for your destination.

Gretchen Hall, CDME (Moderator)

COO

Destinations International

Patrick Harrison

CMO

Visit Tampa Bay

Trish McClean

CMO

Visit Baltimore

Lynn Bruni

CMO

San Francisco Travel

Discover how leading destination organization professionals have successfully undertaken organization-wide rebrands by focusing on the voices and values of their local communities. In this dynamic session, you'll hear firsthand accounts of how these leaders prioritized an inward approach—engaging residents, stakeholders, and local businesses—to create authentic and resonant brand identities. Learn why this strategy has not only strengthened community pride but also set the foundation for long-term success. Walk away with actionable insights and inspiration to make your next branding effort a truly collaborative journey that starts at home.

Engage in a dynamic peer-to-peer roundtable discussion designed to foster meaningful dialogue, collaboration, and shared learning. This session offers a unique opportunity to connect with industry peers, exchange insights, and explore common challenges and innovative solutions.

Harnessing your brand narrative through the power of storytelling is an effective way to reach audiences. Using the right channels can transform brand messages into engaging narratives that inspire travelers. This session will explore how to choose the right content platforms - like podcasts, video distribution, or social media - to tell your story authentically and effectively, while emphasizing the importance of owned content. Learn how to craft compelling stories that resonate with your audience and discover new channels that can expand your content reach and deepen engagement. Whether you're new to podcasting or looking to refine your storytelling approach, this session will give you the tools to create meaningful, narrative-driven content that strengthens your brand.      

Bryan Kinkade

VP, Publisher

AFAR

Aislyn Greene

Associate Director, Podcasts

AFAR

Tiana Attride

Senior Editor Social and Video

AFAR

 

 

Signature events and annual celebrations are powerful tools for showcasing the authentic essence of a destination while driving brand recognition and visitor appeal. From Austin’s Austin City Limits and New Orleans’ Mardi Gras to West Hollywood’s LGBTQ+ Pride, these iconic gatherings not only highlight a city’s unique culture but also position it on travelers’ must-visit lists. In this session, explore how destinations can strategically leverage these events to strengthen brand identity, create buzz, and open doors to new marketing opportunities. Gain insights from case studies and actionable strategies to elevate your destination’s visibility and influence through the magic of its marquee moments.

Engage in a dynamic peer-to-peer roundtable discussion designed to foster meaningful dialogue, collaboration, and shared learning. This session offers a unique opportunity to connect with industry peers, exchange insights, and explore common challenges and innovative solutions.

As trust in traditional marketing continues to decline and consumers increasingly seek authentic, meaningful connections, the old model of simply targeting audiences is becoming outdated. Today’s travelers aren’t just looking for destinations to visit—they’re looking to connect with the communities they belong to (like book-lovers, gamers, pub-trivia aficionados, Harley-Davidson riders or K-Pop enthusiasts). This shift is happening in a world where content is increasingly synthetic, making real, human connections more valuable than ever. In this session, we’ll explore the key differences between marketing to an audience and contributing to communities. While audiences passively receive messages, communities are active participants, building deeper, more personal relationships with brands and destinations. Communities offer a two-way, authentic connection that resonates with today’s consumers, who are becoming more skeptical of generic advertising and more eager to engage with like-minded individuals and trusted voices. Join us to explore how your organization can thrive in this evolving landscape by embracing community-driven marketing, fostering genuine connections, and building trust in an AI-influenced world.

Martin Stoll (Moderator)

CEO

Sparkloft Media

Erika Constantine

Discover the Palm Beaches 

Lesha Coltharp

Tourism & Events Director

Uintah County

 

 

News…What?! In this session, you’ll learn the art of garnering earned media for your destination by capitalizing on of-the-moment, pop culture news. That’s right, no matter the size of your destination, your PR staff or your budget, you’ll have all the tools you need to start generating even more media attention once you attend this engaging session led by industry experts.

Julie Freeman (Moderator)

EVP, Public Relations, Americas

MMGY Global

Jennifer Sigal

Director of Communications

Visit Loudoun

Jamari Douglas

Vice President Marketing, PR & Communications

Bermuda Tourism Authority

Derek Byrne

Director of Content Strategy

Visit KC

 

Engage in a dynamic peer-to-peer roundtable discussion designed to foster meaningful dialogue, collaboration, and shared learning. This session offers a unique opportunity to connect with industry peers, exchange insights, and explore common challenges and innovative solutions.

This session will emphasize the importance of aligning sales and marketing functions in destination organizations to drive revenue, enhance collaboration, and build a cohesive, customer-centric strategy. It will focus on breaking down silos between teams, creating shared goals, and fostering a culture of trust and collaboration, ultimately leading to more effective campaigns, better lead generation, and increased conversions. Attendees will learn how to build aligned strategies that not only generate short-term results but also reinforce long-term destination branding.

Jaimie Hart (Moderator)

VP of Marketing Strategy

DigitalEdge

Tom Loftus, CDME

VP of Marketing

Richmond Region Tourism 

 

 

 

Join your fellow PR professionals for guided roundtable discussions about the latest issues in travel and tourism crisis communications. Come prepared with questions of your own and get ready to learn from your peers in this engaging off-the-record conversation.

Claire Koenig (Facilitator)

VP of Communications and Advocacy

Vitis Milwaukee

 

 

 

 

As AI continues to revolutionize the marketing landscape, it's crucial for destination organizations to understand both its potential benefits and ethical implications. This session will delve into the ethical considerations surrounding AI marketing in tourism, exploring the pros and cons of using AI-driven tools and strategies.

Vimal Vyas, CDME (Moderator)

Greater Raleigh CVB

Stuart Butler

CMO

Myrtle Beach Area Chamber of Commerce 

Janette Roush

Chief AI Officer

Brand USA

 

 

In today’s competitive tourism landscape, destination marketing organizations (DMOs) must foster local pride and brand adoption by embracing a community-shared value approach that aligns marketing efforts with the needs and aspirations of residents. This session will explore strategies to engage residents in shaping the destination’s brand, craft compelling narratives that resonate with both locals and visitors, and build impactful collaborations with local businesses, organizations, and influencers. Attendees will also gain insights into measuring the success of these efforts and tracking shifts in resident sentiment, ensuring a more authentic and sustainable destination.

Jack Johnson (Moderator)

Chief Advocacy Officer

Destinations International

Emily Zertuche

Visit Corpus Christi

Leah Chandler

CMO

Discover Puerto Rico 

Jennifer Walker

CMO

Visit Dallas

 

Begin your morning with a refreshing wellness experience designed to energize and center you for the day ahead. Enjoy a calming practice led by an expert guide, promoting relaxation and mindfulness. Limited to 30 participants—secure your spot today!

Insight to Action: How DMOs Maximize Impact with Data

In an era of heightened scrutiny and tighter budgets, destination organizations must prove the impact of their efforts like never before. Join Tourism Economics and Discover Vail for a deep dive into innovative strategies to demonstrate the tangible value of DMO marketing initiatives. Hear how Discover Vail navigated these challenges by leveraging an advanced attribution dashboard to transform complex data into actionable insights. Explore methodologies for evaluating media effectiveness, optimizing marketing schedules, and identifying high-opportunity markets. Participants will leave with an understanding of practical tools to harness attribution metrics, improve campaign performance, and clearly articulate your DMO's contribution to the community. Gain the insights needed to turn challenges into opportunities and position your organization for sustainable growth and success.

• Chuck Davison, CDME, VP of Attribution Solutions, Tourism Economics
• Laura Speicher, Senior Solutions Engineer, Attribution Solutions, Tourism Economics

Stay Ahead of the Curve with Key Takeaways from the 2025 State of Destination Marketing Report: Expert Insights from New York City Tourism + Conventions

What’s on the horizon for destination marketers in the digital marketing space in 2025 and beyond? Join Sojern and New York City Tourism + Conventions to explore the latest insights from 200 destination marketers across the globe. Uncover challenges, opportunities, and groundbreaking trends to shape your digital marketing strategy.

• Carissa Parrish, Senior Vice President, Digital and Media, New York City Tourism + Conventions
• Seth Orozco, Director of Destinations, Sojern

The David Copperfield of Digital: Unveiling Marketplace Illusions with Conversational Media Magic

Step into the magical world of conversational media, where your advertising doesn’t just speak—it listens. This enchanting session will explore how enabling visitors to interact directly with your campaigns through artificial intelligence creates spellbinding brand affinity and uncovers the mystique of real-time engagement. Discover how these real-time conversations can eliminate marketplace illusions and inform smarter, more effective marketing strategies for your destination.

• Jamie Claudio, SVP Marketing & Destination Strategy, Clicktripz 
• Brett Gordon, President, Madden Media 

From Inspiration to Action: Making Accessibility Your Competitive Edge

Discover how accessibility can redefine your destination’s appeal and impact. Learn from the real-world journey of Wheel the World, blending storytelling with actionable strategies to help you leverage accessibility as a growth engine. Let’s pave the way for accessible travel, turning inclusion into your competitive advantage.

• Andres Villagran, CMO, Wheel the World
• Arturo Gaona, CPO, Wheel the World

Code-Switching: The Secret to Modern Marketing

In today’s crowded, fragmented, and fast-moving marketing landscape, connecting with audiences requires more than generic messaging—it demands adaptability, cultural awareness, and authenticity. Join Kwaku Amuti and Matt Stiker for a powerful session on Code-Switching, a transformative strategy that allows brands to tailor their voice, tone, and style to resonate authentically across diverse audiences while staying true to their core identity. This session will explore how to align context, culture, and consistency to create campaigns that don’t just speak—but connect.

• Matt Stiker, SVP, Brand Strategy, Madden Media
• Kwaku Amuti, Senior Creative Director, Madden Media

Target. Optimize. Win. Using Smart Data to Fuel Smarter Marketing

When the pressure to improve marketing performance is higher than ever, how can you ensure your efforts are both efficient and effective—and clearly demonstrate the impact to stakeholders? In this session, discover how Visit Lake Charles used integrated data sources and tactics to identify new opportunity markets, optimize marketing strategies based on visitor behavior and amplify campaign impact—all while laying the foundation for their upcoming year's marketing strategy. Don’t miss this opportunity to gain proven tactics for elevating your marketing game and showcasing undeniable results.

• Nicole Brownell, COO, Zartico
• Timothy Bush, CDME, CMO, Visit Lake Charles

Unlocking Tourism Success with Amadeus Media Solutions

Join us for an engaging session that reveals how destination organizations are harnessing the power of Amadeus data and Media Solutions to supercharge their tourism marketing strategies and achieve impactful results. Learn practical insights and proven techniques to elevate your marketing efforts and deliver personalized, data-driven campaigns that resonate with travelers.

• Maria Sheetz, Senior Director, Media Solutions, Global Destinations, Amadeus

Creating a First-Party Data, Audience Targeting, and Ad Serving Trifecta to Yield Strong, Sustainable Destination Growth through Higher Visitor Spend

Crack the code to destination marketing success! This dynamic session reveals how to harness first-party data to pinpoint high-value visitors, pair it with advanced targeting strategies, and deliver ROI-boosting campaigns through cutting-edge ad serving. Discover proven tactics to engage travelers who spend more, stay longer, and return often—all while navigating the complexities of privacy standards. Real-world case studies and industry benchmarks will provide actionable insights to optimize ad spend, build loyalty, and drive sustainable destination growth. Perfect for destination organizations and tourism pros, this session empowers you to master the ultimate marketing trifecta to thrive in today’s competitive landscape.

• Barbara Karasek, CEO, Paradise & AiOpti
• Adam Thomas, Executive Director, Florida's Sports Coast/Pasco County Tourism

In today's ever-evolving digital landscape, Destination Marketing Organizations face the continual challenge of maximizing their media investments and driving revenue growth. One of the pivotal elements in achieving this is understanding the efficacy of various media channels, a task that necessitates a solid grasp of media attribution. Join us for a session with four media attribution experts to discuss the pros and cons of their methods. This session will address tough questions and invite audience participation in a Q&A segment. Come prepared to share your experiences and get the answers you need.

This thought-provoking session will explore how Gen Z, the first generation of digital natives, is reshaping the travel conversation. Featuring insights from a panel of Gen Z travel journalists and influencers, and findings from a benchmark study into how destination organizations are currently reaching this audience on social media, attendees will witness the behaviors driving shifts in travel marketing online. Guided by findings from Development Counsellors International’s (DCI) study, The Next Generation of Travel Media, we will explore pivotal trends, such as the integration of AI, the rise of community-driven storytelling, and the profound impact of influencer culture. Participants will gain a deeper understanding of how these factors are shaping travel editorial and revolutionizing audience engagement strategies. The session will then dive deep into how destination organizations are adapting their social media strategies - from prioritizing platforms to appease algorithms and leveraging user-generated content (UGC), to fostering online communities that directly drive overnight bookings.

Karyl Leigh Barnes, CDME

President, Tourism

Development Counsellors International 

Hanna Gbordzoe

Vice President, Social Media

Development Counsellors International  

 

 

 

It's a new era of abundant data, emerging challenges, and rapid technological advancements. Are you taking full advantage? Join this discussion on moving beyond the basics of AI to mastering how to harness specialized AI platforms and strategic methodologies for driving action in your DMO. This session explores how tools like Julius, NotebookLM, and PerplexityAI, combined with mainstream AI platforms like ChatGPT, can transform data and information into actionable strategies. Discover how to integrate these insights with marketing principles from visionaries like Seth Godin, best practices from leading global companies, and frameworks like the “Playing to Win” strategic process. By aligning AI platforms with proven strategies, DMOs can overcome resource constraints, maximize intelligence investments, and craft impactful action plans to advance the tourism economy in their destinations.

This thought-provoking session will explore how Gen Z, the first generation of digital natives, is reshaping the travel conversation. Featuring insights from a panel of Gen Z travel journalists and influencers, and findings from a benchmark study into how destination organizations are currently reaching this audience on social media, attendees will witness the behaviors driving shifts in travel marketing online. Guided by findings from Development Counsellors International’s (DCI) study, The Next Generation of Travel Media, we will explore pivotal trends, such as the integration of AI, the rise of community-driven storytelling, and the profound impact of influencer culture. Participants will gain a deeper understanding of how these factors are shaping travel editorial and revolutionizing audience engagement strategies. The session will then dive deep into how destination organizations are adapting their social media strategies - from prioritizing platforms to appease algorithms and leveraging user-generated content (UGC), to fostering online communities that directly drive overnight bookings.

Karyl Leigh Barnes, CDME

President, Tourism

Development Counsellors International 

Hanna Gbordzoe

Vice President, Social Media

Development Counsellors International  

 

 

 

We all are focused on driving customer demand whether it be leisure visitors or meeting planners and attendees through innovative storytelling. Are we as focused or intentional  on telling how we drive that demand to our partners, stakeholders and the community? Hear from destinations that have year-long initiatives as thought starters and come prepared to share your tips and tricks on captivating key audiences with stories of impact and success.

In today’s polarized world, where cultural and societal debates seem more intense than ever, organizations are increasingly challenged to define their roles in these conversations. This session will present findings from Mower’s most recent white paper on the topic along with a discussion featuring case studies that provide actionable advice. You’ll come away from this session knowing how to better align your destination organization’s mission, vision, and values to navigate these challenges more effectively, fostering both internal cohesion and external trust without becoming entrenched in political divisions.

In today’s diverse and interconnected world, multicultural marketing is no longer optional—it's essential. However, doing it right requires more than just checking a box. It’s not about simply translating content or featuring diverse ethnicities in photos. To truly resonate with diverse audiences, the content must be relevant, authentic, and meaningful to their experiences and values.

Join us for an insightful session that delves into the strategies Destination Marketing Organizations (DMOs) can adopt to effectively reach and engage cross-cultural audiences. We’ll explore the unique challenges of creating campaigns that go beyond surface-level representation, and instead foster genuine connections by understanding the distinct preferences, behaviors, and needs of diverse travelers. Attendees will leave with a deeper understanding of the complexities of multicultural marketing and practical tools to enhance their strategies. Whether your goal is to increase visitation, foster community engagement, or boost inclusivity in your destination, this session will equip you with the knowledge to make a lasting, authentic impact.

In today’s diverse and interconnected world, multicultural marketing is no longer optional—it's essential. However, doing it right requires more than just checking a box. It’s not about simply translating content or featuring diverse ethnicities in photos. To truly resonate with diverse audiences, the content must be relevant, authentic, and meaningful to their experiences and values.

Join us for an insightful session that delves into the strategies Destination Marketing Organizations (DMOs) can adopt to effectively reach and engage cross-cultural audiences. We’ll explore the unique challenges of creating campaigns that go beyond surface-level representation, and instead foster genuine connections by understanding the distinct preferences, behaviors, and needs of diverse travelers. Attendees will leave with a deeper understanding of the complexities of multicultural marketing and practical tools to enhance their strategies. Whether your goal is to increase visitation, foster community engagement, or boost inclusivity in your destination, this session will equip you with the knowledge to make a lasting, authentic impact.