Opening Session: Setting the Stage: The State of Travel Advocacy

As destination marketers, the macro-forces shaping the travel landscape dictate the ceiling for local economic success. Yet, advocating for travel has never been more complex, sparking intense industry curiosity—and some consternation—around how we advance our priorities in a highly polarized political environment. 

The session will begin with a talk from U.S. Travel Association President and CEO Geoff Freeman, offering a candid assessment of the current state of the travel industry, the policy landscape, and the opportunities and challenges ahead. 

Following Geoff’s remarks, he will join Julie Coker, President & CEO of New York City Tourism + Conventions, for an unvarnished, moderated conversation and audience Q&A. Together, they will pull back the curtain on U.S. Travel’s advocacy strategy, dissect the realities of managing diverse stakeholders, and address the tough questions surrounding how the industry must collectively mobilize to protect and grow travel’s economic impact while navigating today’s political headwinds.