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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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.
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 - 1:25pm
Concurrent Session: Take Off Talk
Concurrent Session: Take Off Talk
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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.
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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 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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2:00pm - 2:25pm
Concurrent Session: Take Off Talk
Concurrent Session: Take Off Talk
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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.
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2:00pm - 2:45pm
Concurrent Session: Presentation
Concurrent Session: Presentation
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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.