The 2025 DestinationNEXT Futures Study delivers a global snapshot of the eight forces reshaping destination organizations—from AI-driven marketing and advocacy to community development and workforce resilience. Based on insights from hundreds of industry leaders worldwide, the findings reveal how destination professionals are evolving beyond traditional marketing to become catalysts for authenticity, sustainability, and long-term impact. This session will highlight key takeaways and practical strategies to help destination leaders plan, adapt, and thrive in a rapidly changing environment.
Monday, August 18
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10:30am - 11:30am
Concurrent Session: Presentation
Concurrent Session: Presentation
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In today’s rapidly evolving geopolitical climate, destination marketing organizations are being challenged to rethink how, where, and to whom they market. Join leading CMOs for an engaging panel discussion exploring how international marketing strategies are being reshaped in real time — from shifting market priorities and revised messaging to reallocating budgets toward domestic audiences. Whether you’re reassessing your international footprint or seeking insight on staying agile in unpredictable times, this session will deliver timely strategies and practical takeaways for destination marketers.
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Get the latest national insights on how destination marketing is funded—and where it’s headed next. This session unpacks key findings from the 2025 Civitas/U.S. Travel Tax Study, offering a clear view of trends in appropriations, spending and legislative shifts across the country. We'll explore detailed case studies of how unique funding mechanisms have successfully expanded budgets and supported destination growth, with a particular focus on the legislative process. Dive into real-world case studies of creative funding models, including how hotel fees and short-term rental policies are reshaping the landscape. Whether you’re building a stronger business case or planning for long-term growth, walk away with immediate data-driven takeaways to help your destination thrive.
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From pandemic pivots to shifting political pressures and evolving traveler expectations, destination marketers know that change is the only constant. In this fast-moving session (yes, the Ross-and-the-sofa meme might make an appearance), hear from three seasoned marketing professionals about the unexpected challenges they’ve faced — and how they’ve adjusted course in real-time. From proving ROI to skeptical stakeholders to reaching new, high-value audiences, this panel offers practical, hard-won lessons on staying nimble while driving results.
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1:00pm - 1:45pm
Concurrent Session: Presentation
Concurrent Session: Presentation
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Travel sentiment is shifting quickly—are you keeping up? New data reveals how Americans are rethinking where they go, why they travel and what they expect from brands and destinations. This session unpacks the latest findings on evolving values, motivations and planning habits—and how to turn them into competitive advantages in a dynamic market. Walk away with real-world insights and actionable strategies to stay ahead of what’s next.
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What if your media strategy could prove its economic impact with measurable results? VISIT FLORIDA has reimagined how destinations measure success—going beyond traditional models to create a more flexible, insight-driven approach. Take a closer look at how targeted audience engagement and KPI alignment can turn media programs into powerful economic engines. Get the latest trends, tools and takeaways to apply this thinking to your own campaigns.
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What gives a career in travel lasting meaning—and how do we help others find it, too? In this dynamic, multi-generational panel, seasoned pros and rising leaders share the pivotal experiences, mentors and moments that shaped their journeys. From the impact of representation to the value of mentorship, discover how these changemakers are investing in the next generation and reimagining what leadership in our industry can look like. Expect honest stories, actionable advice and inspiration to grow your own career while opening doors for others.
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Amid mounting pressures, Hawaii brought together government, industry and community voices to chart a new path for tourism governance. Commissioned earlier this year, the Hawaii Tourism Governance Study offers a bold, comprehensive approach to managing tourism in ways that center community well-being, restore trust and support long-term sustainability. Developed in collaboration with the governor, key legislators, stakeholders and residents, the study now serves as a model for DMOs seeking to evolve how they develop, manage and promote tourism with greater accountability and purpose.
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2:00pm - 2:45pm
Concurrent Session: Presentation
Concurrent Session: Presentation
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Every traveler deserves to feel welcomed—and that starts with accessibility. In this eye-opening conversation, accessibility advocate Cory Lee (Curb Free with Cory Lee) and caregiver-turned-entrepreneur Meegan Winters (AbleVu) will share firsthand insights into what makes a destination stand out for travelers with disabilities. Discover examples of destinations already getting it right and walk away with tools to better serve travelers with disabilities, build a reputation for inclusivity and tap into a $50 billion+ market.
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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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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.