9:00am - 9:30amConcurrent Session: Take Off Talk
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Franklin 5-7Philadelphia Marriott Downtown
Whether you’re a small town or sprawling metro, most destinations have some connection to a celebrity. During this panel discussion, you’ll hear recent case studies of how they leveraged big names to drive brand awareness and tourism. From Columbus’ “Get Goosebumps in Columbus” campaign, which celebrated being the hometown of “Goosebumps” author R.L. Stine, to other destinations across the country, you’ll learn how they made connections and created events that drove visitation.
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Franklin 3/4Philadelphia Marriott Downtown
As AI reshapes how travelers discover destinations, Visit Milwaukee chose innovation rooted in authenticity. This session shares how we launched Ask LeRoy, an AI-powered AR guide featuring Hall of Famer LeRoy Butler, while using AI to enhance partner listings and pairing it with human-led storytelling. The result: a 10% YOY increase in web traffic in 2025, bucking national trends.
9:45am - 10:45amConcurrent Session: Presentation
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Franklin 1/2Philadelphia Marriott Downtown
Destinations are under increasing pressure to generate non-tax revenue without compromising community trust, yet many still rely on outdated sponsorship and naming-rights models. This session reframes sponsorship as a strategic value exchange, not just logo placement. Attendees will learn how to identify and monetize both physical and non-physical assets, avoid common pitfalls, and build long-term partnerships that align revenue goals with stewardship and brand integrity.
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Franklin 3/4Philadelphia Marriott Downtown
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Franklin 11-13Philadelphia Marriott Downtown
After a seven-year absence, the format of the Great Debates are returning and not for small talk.
This is a reimagined Rumor Session built for the world we’re actually living in: AI-fueled narratives, half-truths, and leaders who too often dodge reality. So let’s ask the only question that matters:
What are the facts and what’s real?
We’re putting the industry’s biggest rumors on the table and calling them what they are: fact, fiction, or somewhere uncomfortably in between. No panels hiding behind safe answers. No vague consensus. Just sharp debate, real perspective, and clarity. Debaters will provide facts, receipts and the occasional industry expert testimony to prove their points.
The goal:
To confront the rumors shaping our industry and arm every attendee with the truth, so WE ALL can go back to our destinations and cut through the noise with confidence to our stakeholders and residents.
These rumors have gone on long enough.
So we brought Ted out of “retirement” to lead the debates on what's fact and what's fiction.
Let’s clear the air. -
Franklin 5-7Philadelphia Marriott Downtown
Destination marketing organizations are operating in an environment that demands more alignment, agility, accountability, and cross-functional collaboration than ever before. As expectations from boards, communities, partners, visitors, and internal teams continue to expand, many DMOs are rethinking how talent is organized, how roles are defined, and how accountability is shared across the organization.This session explores how leading organizations are redesigning team structures and staffing models to better meet today’s demands. Through real-world examples, candid observations, and facilitated discussion, attendees will examine what is driving these organizational shifts, what changes some DMOs are making, where those changes are succeeding or struggling, and what lessons can be applied in their own contexts. The session is designed to spark peer exchange on how destination organizations can better align people, structure, and expectations to achieve stronger performance.
11:00am - 12:00pmMain Stage
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Grand BallroomPhiladelphia Marriott Downtown
Resilient optimism is a performance advantage—especially for leaders navigating constant pressure, competing priorities, and rising expectations.
In destination marketing, where teams are balancing stakeholder demands, proving value, and adapting to rapid change, the ability to maintain clarity and momentum isn’t optional—it’s critical.
In this closing keynote, Michelle will share research-backed strategies to help leaders sustain energy, think clearly under pressure, and lead with confidence.
Drawing on Michelle’s work with leading institutions and research conducted with the U.S. Travel Association, the session connects optimism directly to performance—showing how recovery, mindset, and behavior drive measurable outcomes.
More importantly, it reinforces the role this industry plays: travel isn’t just an experience—it’s a driver of resilience, helping people recharge, refocus, and perform at their best.