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.

Leisure and business travelers aren’t competing audiences—they’re connected ones. This session shows you how to break down internal silos and reframe your strategy to capture both. Using psychographics and AI, you’ll uncover what motivates your audiences, tailor campaigns accordingly and strengthen your brand’s impact at every touchpoint.

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.

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.

Creative teams thrive when leaders protect their most valuable asset—energy. Designed for senior marketing leaders, this session explores how to build a high-impact team culture without burning out your people—or yourself. Tiffany Kerr, a recovering agency workaholic, former big-tech creative and now destination CMO, shares her approach to moving beyond reactive momentum and into intentional systems that foster deep work, strategic clarity and sustainable leadership.

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.