It’s well-understood that destination organizations are not responsible for and can’t control the in-market visitor experience; once a visitor arrives in the destination, that responsibility is [appropriately] ceded to the hotels, restaurants, attractions, retail shops, etc. But the visitor information experience is different, and should not be ceded to anyone, especially internet providers who can't distinguish one destination from another and can only provide a list of the "most popular" things to do vs. the ones that are most relevant to each visitor. The destination organization is the expert and must claim and own that right. Yet far too many destination organizations stop their efforts once a trip is booked and move on to inspiring the next travelers. That’s a missed opportunity, not only for the destination organization, but for the members of the destination’s hospitality industry. In this presentation, Matt will walk us through his experience leading the transformation of the physical visitor information center in San Francisco, and also share how other destination organizations are taking visitor information outside the physical center while ensuring that the organization remains at the center of all in-destination discovery.

Speakers:

• Matt Stiker, Senior Vice President, Strategy, Madden Media

Visitor behavior is changing, and the evolution of the visitor center is changing along with it. In this session you will hear from destinations that have taken different paths but with some common ground. Learn about ways to evolve the visitor experience with digital solutions, new pop-up visitor center models and some of the biggest advantages to leveraging your destinations high-traffic areas.

Speakers:

• Douglas Ralston, CEO, True Omni
• Meredith Darden, Chief of Staff, Visit Corpus Christi
• Tony Snell, Visitor Experience Manager, Visit Milwaukee
• Susan Harris, COO, Chattanooga Tourism Co.

Visitor experience education programs benefit destination communities by engaging visitor economies, establishing destination organizations as the trusted source for destination knowledge and help promote sustainable tourism practices.  They help remove barriers between visitors and the real people of the community, enhance visitor experiences to exceed expectations, and create brand evangelists (or at least fans). Additionally, they provide visitors with a sense of safety and security, as well as the opportunity for greater community engagement between residents and visitors. Learn how several destination organizations established VXE programs in their destinations with research, planning, and stakeholder support.  They will share their thoughts on managing these programs as well as how VXE programs have changed with visitor behavior and technology. You will leave this session armed with the knowledge of the resources necessary to develop a homegrown or licensed program and how to evaluate the success of the program. 

Speakers:

• Phil Bruno, President, Treat 'em Right
• Jennifer Christie, Director of Marketing, Visit Loudoun
• Kelly Bass Seibel, Vice President, Community Engagement, Sonoma County Tourism
• Marcia Rozell, Executive Director, Visit Manhattan KS

1. Do you do a VXE program?
2. What has worked well for you?
3. What recommendations do you have for starting a VXE program?
4. If you are considering a VXE what would be your goals?
5. How would you measure success?
6. How would you cost justify such a program?
7. What current benchmarks would you use as a target to improve?

We are at a crossroads within our industry and the visitor experience itself - does the current technology provide a better way for destination navigation, market retention, and revenue generation for tourism businesses or does the "human touch" through consumer-facing local insiders and bubbly personalities resonate best with the traveler? This session will examine the case for both alongside a hybrid model, while going through a checklist of options and platforms to better understand where your visitor engagement opportunities line up. Gain critical insights into the evolution of visitor demands, touchpoints and how best to apply the latest tools to your destination at all stages of the purchase funnel - from inspiration and planning to in-market exploration and itinerary development.
 

Speakers:

• Lionel Kernerman, Manager of Destination Development, Visit Windsor Essex
• Elena Prostova, Vice President, New Business Development, Miles Partnership
• Patrick Eichen, Chief Operating Officer, Simpleview
• Alex Heimann, CEO, Tempest

1. What are you doing in the area of digital services tools in your destination?
2. What's been working?
3. What best practices have you identified?
4. What didn't work and why?

What does an accessible destination look like? People with disabilities and their companions face numerous difficulties when planning a trip, which can generate friction and less than stellar travel experiences for all. How can (and how should) destinations and hospitality providers speak to the more than 500 million travelers yearly who are ready to travel, but don’t have the resources they need to understand how a destination can be accessible to them? This session will provide the latest stats on and needs for travelers with disabilities, and help you, as a destination organization, understand what needs to be done to be a resource for travelers with accessibility needs. 

Speaker:

• Camilo Navarro, Co-Founder & COO, Wheel the World