Program Schedule

Your destination’s digital presence depends on more than search rankings. With AI and generative tools shaping how users engage with content, it’s time to rethink your SEO strategy. This session gives you the tools to understand and apply Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) practices that ensure your content is found, trusted and surfaced in new discovery formats. Uncover the key shifts happening now—and how to lead through them.

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.

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.

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.

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.