2023 Agenda

Registration

Exhibit Hall B

Short-Form Video Masterclass

Learn how to make the best possible content for popular channels like TikTok, YouTube Shorts, and Instagram Reels. Turn lookers into bookers!

Presented by: Rachel Gohel, Media Relations Manager, Visit Phoenix; Astrid Emmanuelli Ruiz, Social Media Manager, Discover Puerto Rico; Charlotte Inda, Social Media Specialist, Traverse City Tourism; Kathryn Shea Duncan, Director of Social Media, Visit Lake Charles; Alice Goode, Product Marketing Manager, CrowdRiff

Sponsored by

Google Analytics 4 Masterclass

Before Universal Analytics sunsets this summer, make sure your desination knows the ins and outs of Google Analaytics 4. Get hands-on experience in this class.

Presented by: Justin Gibbs, Director of Strategy & Insights, SEO, Miles Partnership; Gray Lawry, Vice President Strategy & Insights, Miles Partnership; Paul McLeod, Director of Analytics, Simpleview

Sponsored by

Lunch on Your Own

First Timers’ Lunch

ETS newbies are invited to learn from industry veterans on the eTourism Summit Advisory Board, who will share advice on making the most of your experience in Las Vegas.

Sponsored by

Welcome

Campaign Conversations: Digital Fundamentals that Drive Demand

Expedia Group Media Solutions talks shop with DMO marketing experts about campaigns and proven strategies that move the needle. Gain insight to help you answer that age-old question from elected officials and stakeholders,“How do we know that marketing is actually bringing in visitors to the destination?”

Presented by Coryn Briggs, Director of Digital Marketing, Traverse City Tourism; Leah Chandler, CMO, Discover Puerto Rico; Derek Price, Director, Business Development North America, Expedia Group Media Solutions; Jalyssa Gasmen, Director, Visitor Marketing, Visit Mesa

Sponsored by

Efficiency, Savings, & Relevance in Content Creation

Discover practical uses of artifical intelligence  and data to drive better results, deliver more content, and lower your costs.

Presented by: Marina Petrova, CEO and Co-Founder, Intentful

Sponsored by

Unapologetic Is the New Authentic

“Authentic” is the overused buzz word of diversity marketing and it needs to evolve. See how Visit Sacramento’s DEI efforts, along with a bold new campaign “Unapologetically Sacramentan. Unapologetically Queer,” is reaching new audiences and showing how smaller DMOs can stand out and drive awareness and visitation.

Presentered by: Sonya Bradley, Chief of Diversity, Equity and Inclusion, Visit Sacramento; Tom Whitman, President, Ion Marketing Group; Dustin Woehrmann, President & Creative Director, Communify

Sponsored by

Multicultural Marketing: Your Key to Driving Destination Demand and Meaningful Connection

Discover how Visit Tucson targets Hispanic audiences with their “Tucson Es Tu Casa” (“Tucson Is Your Home”) campaign and gain insights into creating inclusive and effective advertising that drives economic growth.

Presented by Scott Schult, Head of Strategy, Orange 142 and Marisol Vindiola, Senior Director of Multicultural Marketing, Visit Tucson 

Sponsored by

Driving Value-Based Outcomes: Destinations Leading The Pack

Learn how Lake Charles created impactful value-based destination marketing strategies, attracted visitors that helped the CVB support its destination goals, and showed stakeholders how their marketing program created community impact and economic growth.

Presented by: Jonathan Keslow, Director of Sales, Travel and Tourism, Epsilon; Anna Strider, Director of Digital Strategy & Online Marketing, Visit Lake Charles

Connect, Recharge, & Refuel: Enjoy an Energizing Networking & Snack Break

Panel: 10 Things to Shake up Meetings Marketing

It’s time to rethink your traditional meetings marketing strategies! Learn 10 easy ideas you can implement when you get back to your destination.

Panelists: Danny Cohanpour, CEO/Founder, Trove Tourism Development Advisors; Mya Surrency, Co-Founder, Digital Edge; Amy Wilson, CEO, Winistry, Inc.
Moderator: Samantha Gutting, Senior Vice President/Chief Sales Officer, Branson/Lakes Area Chamber of Commerce & CVB 

Sponsored by

If You’ve Got It, Flaunt It: How Atlanta Drove Millions of Impressions by Highlighting Some of its Most Unusual and Curious Attractions

Amazing food, breweries, outdoor recreation — let’s face it, these are all things that lots of destinations can boast. But only Atlanta is home to a restaurant that rotates between global cuisines every three months, an immersive 360-degree painting of a Civil War battle, and the world’s largest collection of miniature chairs. Learn how Atlas Obscura and Discover Atlanta partnered to highlight these incredible places through written and audio content, and how it helped the City in the Forest break out of the pack.

Presented by Ariel Azoff, Executive Director, Brand Partnerships, Atlas Obscura; EJ King, Social Media Manager, Atlanta CVB

Sponsored by

Huge Target – Small Budget: How Richmond Is Using Geo-Location Lodging Data To Expand It’s Origin Market Strategy While Staying On Budget.

Follow Richmond on its journey in beginning to use geo-location lodging data to break out of broad-based state- or DMA-based marketing. Find out how they are getting far more granular both in understanding hidden opportunities across their top five origin markets – and granular in targeting only the zip codes that send visitors who will stay in Richmond hotels for two days or more – not just those passing through on the highway who stay for one night. A deep dive in the data of Richmond’s entire overnight economy will make it plain how any DMO can find the same hidden origin market value and use the same strategy to extend the value of its marketing spend.
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Presented by:Jason Fulvi, Chief Sales Officer, Arrivalist; Tom Loftus, Vice President of Marketing, Visit Richmond, Richmond Region Tourism

Sponsored by

Q&A Panel & Lightning Round with Emerging Tourism Stars

Quick Thinking and Hard Working: 2023 Emerging Tourism Stars Light Up the Way. We asked these winners to bring their A-game and a crystal ball to this panel discussion about leading into the future of destination marketing.

Panelists: Hilina Ajakaiye, Executive Vice President, Greater Boston Convention & Visitors Bureau; Lara Brockway, Social Media Specialist, Visit Albuquerque; Tim Chambers, VP of Marketing & Communications, Tulsa Regional Tourism; Tina Archer-Cope, Vice President of Sales, Experience Fayetteville; Maria Gonzalez, Content & Community Engagement Manager, Travel Santa Ana; Dakota Snider, Sr.Manager of Marketing & Special Events, Mammoth Lakes Tourism
Moderator: Justin Farmer, SVP, Business Strategy, MMGY

Where the Night Takes Flight: Opening Party at Drai’s

Celebrate a successful day of business at the world-renowned Drai’s Nightclub. Enjoy unparalleled views of the Las Vegas Strip while mixing and mingling with peers and potential partners. This over-the-top event will give you the full Vegas experience complete with live entertainment, flowing cocktails, and surprises you won’t want to miss.

Welcome

From Travel to Triumph: How Amazon, The New York Times & Zapier Dominate Across Industries

What can you learn by looking beyond the travel inner circle and listening to fresh perspectives? This panel of experts from outside the travel and tourism industry share their marketing progress to help motivate you with new ideas that can help catapult your destination to innovative heights.

How Maine Tourism Association Uses Its Website to Engage the Hospitality Workforce

The chronic and critical shortage of labor for the tourism industry’s day-to-day jobs remains especially troublesome in heavily seasonal destinations and those far from major population centers. Learn how the Maine Tourism Association is working with Simpleview to engage local workers with valuable perks that keep them employed and the tourism industry prosperous.

Presented by Tony Cameron, CEO, Maine Tourism Association; Paul McLeod, Director of Analytics, Simpleview

Sponsored by

Personalization Technology: Matching Media to the Moment

Are you tired of generic travel recommendations and impersonalized marketing strategies? Then this case study is sure to pique your interest! Through the innovative use of AI and personalization, three destinations—Visit Hendersonville NC, Naples, Marco Island and the Everglades, and Little Rock Convention & Visitors Bureau—were able to deliver tailored content and experiences to their visitors, resulting in higher engagement and conversion rates. Get ready to discover how these destinations activated the power of personalization in their digital marketing efforts!

 Presentred by: Barbara Karesek, CEO, Paradise; Vivian “Teddi” Mur, Director, Travel & Tourism, Aki Technologies 

Sponsored by

Small Team + Small Budget = Big DMO Energy

Presented by: Stacey Dickson, President, Lake Lanier Convention & Visitors Bureau; Amy Howell, VP of Tourism, Marketing & Communications, Indiana Destination Development Corporation; Lisa Logan, Tourism Program Director, Tour Stafford, Virgina; Jenn Barbee, Co-Founder and Partner, Destination Innovate

Lunch and Networking on Trade Show Floor

Top-flight caterers are going to enhance this experience!

Women in Tourism Lunch

As we gather around the table, we are surrounded by women who have devoted their work lives to the world of travel and tourism. This unparalleled opportunity allows us to connect, inspire, and uplift the amazing women who are shaping the future of the tourism industry. Our goal is to leave feeling empowered, invigorated, and ready to reach new heights as women are reminded of the power of connection and the strength that comes from supporting one another.

Sponsored by

Leveraging a Direct-to-Glass Video Strategy for Traveler Engagement

You’ve heard of acronyms like D2C and B2B, but there’s a new acronym in town: D2G. Direct-to-Glass is the future for how DMOs can create a robust CTV video strategy that is both efficient and localized. Learn how a D2G strategy boosts unique reach and brand receptivity and how to highlight the diversity of first- and third-party data sources that can be used to reach an addressable audience.

Presented by: Diane Charno, Vice President, Brand and Communications, Visit Myrtle Beach; Rosa Morriseau, Sales Director, LG Ads

Rebranding with a Purpose | The Strategy to Remove a Brand’s Racist and Offensive Name

The movement for resorts and other well-known destinations to eliminate offensive monikers is a step in the right direction, but there’s still more work to be done. In this talk, Struck ECD Scott Sorenson discusses the agency’s approach to renaming the popular ski resort formerly known as S**** Valley. Known today as Palisades Tahoe, the change erases offensive language and opens the door to recognizing its colonial past. Learn how these efforts continue to impact and educate the local community, tourists, and beyond.
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Presented by: Scott Sorenson, Executive Creative Director, Struck; Tom Feiten, Senior VP of Business Development, Palisades Tahoe

Captivating and Connecting with Your Community is Key

Community is always something we hear about in the travel and tourism space, but the definition of community is highly variable and personal. For some, community is a geographic designation. For others, community is defined by shared interest. What does it mean to you? Hear how three unique destinations and a surprise travel brand define it along with their unconventional community initiatives.

Panelists: Joshua Albrecht, Vice President of Marketing and Communications, VISIT Milwaukee; Corinne Hogge, Director of Marketing, Pack Up + Go; Courtney Merchand, Assistant Director, Marketing, Ottawa Tourism; Dakota Snider, Senior Manager of Marketing & Events, Mammoth Lakes Tourism; Meredith Vaughan, CEO, Vladimir Jones

Connect, Recharge, & Refuel: Enjoy an Energizing Networking & Snack Break

Bright, Shiny New Objects & Products

In this shark tank-style session, startup companies with creative concepts with marketing promise present innovative ideas for destinations and attractions.

Presented by: Maria Sheetz, Director of Sales, Tourism, Journera; Fabio Musio, Owner, 100 Digital Creativity; Liz Gilbert, Sr. VP, Sales & Marketing, Pike; David Angotti, Co-Founder, Staysense

Sponsored by

Don’t Gamble with Your Data! Maximize and Privatize It.

From first- to third-party data, distinguish the advantages and drawbacks of each and learn what tools will showcase your data in the most meaningful and secure way.

Presented by: Leroy Bridges, Head of Sales, Tourism, Adara, Eddie Kirsch, Digital Product at Visit St. Pete/Clearwater; Cimin Admadi-Cohen, Founder and CEO of Idea Peddler

Sponsored by

Vegas Underground: A Retro Future Affair

Atlas Obscura and the eTourism Summit invite you to join us underground for a very special evening of music, food, and libations at Underground House Las Vegas. Transportation to and from the Venetian will be provided. Vintage cocktail attire is encourage. RSVP here.

Education Engagement: Your Voice Matters

Your voice matters to us, and we want to ensure that our events are meeting your needs and interests. This is your chance to provide feedback and make your voice heard. We value your input and want to work together to create an engaging and informative experience for everyone. Don’t miss this opportunity to share your thoughts and be a part of shaping the future of our events. We can’t wait to hear what you have to say!

Destination Detectives: Separating Fact from Fiction

Work Smarter, Not Harder: How Repurposing Content Can Lift Destinations Big and Small

From articles to social media posts, content is something every DMO has at their disposal. But are your travelers seeing it? Are you measuring how your content impacts booking? In this session, we’ll uncover how, despite smaller budgets, Explore Georgia (in collaboration with Miles Partnership and Nativo) has combined their content with the power of scale to boost engagement, quality site traffic, and arrival lift throughout all regions of the Peach State. You’ll walk away with a better understanding of how you can use your existing content to work smarter, not harder.

Presented by: Samantha Davis, Senior Media Planner, Miles Partnership; Rachel-Jean Firchau, Account Director- Travel Lead, Nativo; Meggan Hood, Division Director- Tourism, Explore Georgia

Sponsored by

Data Driven Omnichannel Strategies: Turning Data to Stories

The travel resurgence shows no signs of abating and tourism is set to return to pre-pandemic levels this year, according to the United Nations World Tourism Organization. Thus, travel is leading the way as a top-spending advertising category so far this year. But, what are the most effective ways for tourism brands to break through the clutter to reach the vast and growing audience of travel enthusiasts? Destination marketers are increasingly utilizing data-driven OOH as an effective channel to reach and engage consumers as part of a proven omnichannel strategy. By leaning into data, technology, and creativity, marketers can build effective cross-channel campaigns that reach consumers throughout daily journeys, bringing captivating travel experiences to life that prompt consumer action.

Panelists: Stuart Butler, CMO, Visit Myrtle Beach; Donald Lilley, Director of Technology and Business Intelligence, Visit Baltimore; Anna Strider, Director of Digital Strategy & Online Marketing, Visit Lake Charles; Jim Wilson, CEO, Talon America

Sponsored by

Check Out My Drip

Everything old is new again! This informative session will help you get your email swagger back through tactical tips and techniques to level up your email marketing automation through data-driven drip campaigns.

Presented by Robert Patterson, SVP, Marketing Technology, MMGY