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.
Monday, August 18
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10:30am - 11:30am
Concurrent Session: Presentation
Concurrent Session: Presentation
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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.
Experience
Experience
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Sponsored byAdara, Expedia, SPIRRA.io, Tiki, Tripadvisor
Get ready for fast, focused insights in the Solutions Hub—a series of rapid-fire, 15-minute presentations built to deliver real solutions to real challenges.
Adara: The Intersection of TV Viewership & Travel Intent
Visit Milwaukee wanted to measure actual visitation from hosting a major TV show and Visit Indy wanted to maximize the Caitlin Clark effect. Adara helped them both by combining the power of travel data and TV viewership. Join us as we dive into measurement surrounding Top Chef being filmed in Milwaukee in 2024, including top origin markets for those who watched the show, and Indy’s latest marketing efforts to WNBA game watchers. Bonus: Find out how these approaches can help destinations leverage the Mega Decade of Sports, too!
Expedia: More than a Game: How Sports Travel is Creating New Opportunities for Destinations
Sports tourism now accounts for 10% of global tourism spend – and that figure is expected to grow exponentially. From FIFA Club World Cup to F1 racing, and a whole host of other major tournaments happening in the coming months, tourism players are primed to generate greater value and revenue opportunities. This session dives into how sports fans – especially Gen Z and millennial travelers – are reshaping demand patterns, loyalty behaviors and destination choices. We’ll highlight how destinations can move beyond traditional travel marketing strategies to reach high-value travelers through targeted advertising and engaging content that captures sports-mad fans. Drawing from Expedia Group’s latest global research, we’ll share actionable insights and how to leverage Expedia Group’s travel media network to create end-to-end campaigns that reach travelers wherever they are, whatever the game.
SPIRRA.io: From Transactions to Relationships: Building Long-Term Partnerships with Travel Influencers
The influencer marketing landscape has shifted from one-off sponsored posts to strategic, long-term partnerships that build authentic destination advocacy. This session explores how DMOs can transform transactional influencer relationships into valuable, ongoing partnerships that drive sustained visitation. Using SPIRRA's relationship management and performance tracking tools, we'll demonstrate how to identify influencers who align with your destination's values long-term, track which partnerships actually convert followers into visitors, and structure ambassador programs that provide value to both the destination and creator. Attendees will learn strategies for moving beyond campaign-based thinking to relationship-based marketing, creating exclusive experiences that build influencer loyalty, and measuring the true long-term value of influencer partnerships versus short-term engagement metrics.
Tiki: From Monologue to Dialogue - The AI-Powered Future of Destination Advertising
Traveler expectations are shifting—from passive inspiration to active, real-time engagement. This session explores how AI is transforming destination advertising from static messages into dynamic conversations. Learn how DMOs can harness conversational media to guide, inform, and inspire visitors at every stage of the journey.
Tripadvisor: Tripadvisor Trendcast 2025
The future of travel just landed. We dug deep into millions of reviews, bookings, and convos on Tripadvisor to uncover the micro-trends and massive cultural swings that are rewriting the ways we go. Our first-ever Trendcast captures it all—it’s the ultimate pulse check on where travelers are now and what’ll be driving them forward for years to come.
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1:00pm - 1:45pm
Concurrent Session: Presentation
Concurrent Session: Presentation
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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.
Concurrent Session: Peer-to-Peer Roundtable
Concurrent Session: Peer-to-Peer Roundtable
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Pre-Registration Required
Driving long-term impact starts with rethinking how we lead and manage our destinations. This roundtable conversation dives into the evolution from traditional marketing to destination management and how culture, leadership and systems must evolve to keep up. Come ready to share, learn and collaborate with others navigating similar challenges, and leave with insights to inspire meaningful transformation at home.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
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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.