2:00pm - 2:45pmConcurrent Session: Presentation
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We see you, DMOs. Sometimes it feels like the sales and marketing teams are playing different games entirely—but it doesn’t have to be that way. In this energizing session, we’ll explore real-world strategies to align your teams, strengthen collaboration and drive more impactful meetings marketing that meet your goals. Walk away with fresh ideas and proven tactics to ensure your sales and marketing teams aren’t just on the same page—they’re writing the playbook together.
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Join Stuart Butler and Adam Stoker, hosts of the Destination Discourse podcast, for a candid conversation on what’s next for destination marketing, from shifting consumer behavior to emerging technologies. In this interactive live session, they’ll explore the industry’s most pressing challenges and opportunities for today's DMOs—and spotlight the strategies that matter most. With live polling and audience Q&A, you’ll walk away with practical takeaways and a deeper understanding of how to navigate disruption, push boundaries and lead with impact.
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Pre-Registration Required
Social media never slows down—so how are you keeping up? Join fellow destination marketers in this collaborative roundtable to explore what’s really working in destination social media, from influencer partnerships to viral UGC moments. Swap ideas, dig into platform shifts and talk honestly about what it takes to stay relevant in a constantly evolving digital world.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
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Sponsored bySimpleview, a Granicus Company
By invitation only. Learn more.
In today’s competitive tourism landscape, securing stable and sufficient funding is not only a financial necessity but a strategic advantage that enables DMOs to deliver long-term value and enhance marketing effectiveness. As the tourism industry continues to evolve, so too must the approaches DMOs take to protect and grow their funding sources.
This session will explore the foundational elements of funding stability and provide actionable strategies for strengthening your destination’s competitive position. Topics include protecting current funding, mastering funding advocacy, and diversifying revenue streams to ensure long-term sustainability.
Participants will also receive updates on recent funding legislation, including diverting funding as well as legislation strengthening funding, such as Washington State’s 2025 legislation to establish a committee to develop sustainable industry funding. In addition, we’ll highlight success stories from destinations that have effectively safeguarded and grown their funding through targeted advocacy and forward-thinking.
Key Takeaways:
- Explore successful funding advocacy approaches that influence policy and legislation.
- Gain insight into recent legislative developments.
- Discover how innovative funding models and stakeholder collaboration can foster long-term sustainability.
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Strong destinations start with strong community alignment. This session highlights how destination leaders are using resident sentiment to guide strategy, earn trust and create more resilient organizations. Through case studies and a panel of practitioners, you'll learn how to turn local perspectives into actionable insights—strengthening support, shaping messaging and building a destination strategy that works for everyone.
2:30pm - 3:30pmExperience
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Visit our Genius Bar to chat with featured AI experts, our featured "geniuses", ready to answer your questions, share tips, and guide you through all things AI.
Table 1
Greg Oates
Director of AI Advocacy
Matador Network
Table 2
Janette Roush
Senior Vice President, Innovation & Chief AI Officer
Brand USA
2:45pm - 3:30pmBreak
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Sponsored bySmithsonian
Taste of the Southwest Break Menu
Local Corn Tortilla Chips (V, GF)
-Accompanied by Fire Roasted Salsa (V, GF), Salsa Verde (V, GF), Guacamole (V, GF)
Empanadas
-Black Bean & Roasted Corn (Veg)
-Chicken Mole (CN)
Hummus
-Jalapeno & Cilantro Hummus (V, GF), Roasted Garlic Hummus (V, GF), Warm Pita, Celery, Carrots
Desserts
Arizona Lemon Bars (Veg)
Chocolate Mole Cookies (Veg)
Beverages
Prickly Pear Lemonade
Coffee and Tea Service
GF = Gluten Free; DF = Dairy Free; CN = Contains Nuts; Veg = Vegetarian; V = Vegan
3:15pm - 3:25pmExperience
3:30pm - 4:30pmFeatured Session
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The next 12–18 months will redefine the way destinations engage, serve, and convert travelers—powered by artificial intelligence. This forward-looking session will explore how AI is moving from novelty to necessity in destination marketing. We’ll dive into the rapid evolution of conversational AI, predictive search, and traveler behavior modeling, audience segmentation and what it means for traditional digital strategies like websites, apps, and static content. Expect a provocative discussion on how vertical AI platforms tailored for tourism will begin to outperform horizontal tools, and how destinations must adapt their data strategies, staffing models, and tech stacks to remain competitive. We’ll also cover emerging use cases: multilingual visitor servicing, mobile concierge tools, dynamic itinerary creation, and AI’s growing role in accessibility and personalization. If you’re still treating AI as an experiment, you’re already behind. This session will challenge your assumptions and prepare you for what’s next—because the future of travel isn’t coming. It’s already here. Are you ready for it?
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When disaster strikes—whether wildfires, hurricanes, or social unrest—destination organizations must act fast to communicate clearly, protect brand integrity, and lead with empathy. In this high-stakes featured session, hear directly from the teams behind North Carolina and New Orleans' disaster response efforts as they reflect on the realities of:
- Mobilizing internal teams and community partners within hours
- Navigating national media attention and public sentiment
- Communicating with compassion while preserving traveler confidence
- Pivoting content, messaging, and marketing in real-time
- Rebuilding trust—and visitation—over time
This session goes beyond theory with firsthand accounts, hard-won lessons, and practical frameworks you can apply in your own preparedness planning.
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From craft beer and golf polos to limited-edition merch that goes viral, today’s most memorable destination marketing often starts with a surprising collaboration. In this session, we’ll explore how lifestyle-driven partnerships—like Four Peaks x Bad Birdie—can generate organic buzz, reflect the spirit of a place, and connect with niche communities in authentic ways.
You’ll learn how to:
- Think like a brand builder by aligning with lifestyle products and partners
- Identify passion points that resonate with your visitors
- Create co-branded moments that turn travelers into ambassadors
- Extend your reach through partners’ built-in audiences
We’ll showcase real-world examples, brainstorm creative local pairings, and explore ways to turn everyday touchpoints into something unforgettable.
4:30pm - 6:00pmBreak
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Use this time however you’d like—relax, catch up on emails, connect with friends, or simply recharge. No obligations, just your time.