Watch on demand videos from eTourism Summit 2020. With 49 sessions and 90+ speakers, this year’s event was filled with great content. You can still experience the community that is eTourism Summit by watching virtual and in-person sessions below. We will release five new sessions every week, so come back and visit us weekly.

eTourism Summit 2020 Virtual Sessions

To start watching, click play on any of the videos listed below.

Sarah Quinlan Keynote: Winning the Travel Race – It’s Not a Marathon, It’s a Sprint

There has been a fundamental shift in travel, especially within the leisure segment. Consumer confidence is at an all time low. How do we shift the consumer’s mindset in these unprecedented times? What can you do to survive? Sarah will provide current market insights along with quick, actionable steps you can implement to win now.
Sponsored by Streetsense

Balancing Resident Sentiment with Traveler Sentiment in 2021

Before anyone ever heard of Covid-19, Longwoods International conducted a survey of 4,000 adults to measure perceptions and attitudes about tourism and the impact of tourism on residents in a community. Enter Coronavirus. Since March, Longwoods International has been conducting more surveys in weekly waves to dig deeper into American resident sentiment about travel to their community. Answers aren’t simple: it’s a double-edged sword.

Sponsored by Longwoods International

With Scarcity Comes Clarity

“2021 Marketing Plan”: Those are three scary words, right? But this is your mission should you choose to accept it. We’re facing an economic and health crisis all at once. Although “unprecedented” was the cliché of 2020, we don’t yet know if “recovery” will be the keyword for 2021. What we do know is that scarcity brings clarity: We are challenged to figure out how we can be frugal, how we can be prudent, and above all, how we can gain trust.
Sponsored by Miles Partnership

The Numbers Game is Over Replace ROI with ROO (Return on Objective)

What does success look like? The days of biggest and best, tallying up visitor percentage increases, and counting heads in beds are over. When KPIs change, as they now must, the ROI needs to be adjusted as well. What will new KPIs mean for tourism marketing and stakeholders?
Sponsored by Entrada Insights

Brian Solis Keynote Tourism Innovation in the Novel Economy and Beyond in a Post COVID World

Learn how to innovate now, rather than hunkering down just to play it safe. See new opportunities that you couldn’t see before. Brian will also bring fresh ideas and examples from his friends in the travel innovation space.

Sharpen the Tools in Your Box DMO Marketing Stacks That Work for Your Team

When you’re standing at the top of the ladder, it’s the wrong time to discover that the screwdriver in your hand doesn’t fit. Discover what tools are out there and which ones your team needs to get the job done well in this shifting, challenging environment.
Sponsored by Madden Media

Shifting Your Brand Positioning When Culture, Shopping, Dining, & Fun for the Whole Family Disappear

Every destination needs to take a good, long look at brand promise. Update the website, content, social messaging and advertising only after doing a meaningful brand audit. Do you know how and where to begin?
Sponsored by Relic 

Your Target Traveler Has Changed How Do You Reach Them Now

The travel landscape has changed drastically, and who used to come to your destination is probably not the same as those coming to your destination now, or booking a trip in the near future. So, who is your new target audience and how do you reach them? Hear the latest data from Expedia Group on traveler sentiment and learn more on how to best reach them with the right message at the right time.

Treat Me, Don’t Trick Me

Many former leisure and business travelers are going to take some convincing to pack their suitcase again. Disclosing safety and cleaning protocols are now considered table stakes for travel marketing during the pandemic, but any brand falling short of these new expectations is likely to be called out. At the same time, compelling storytelling and visuals are more important than ever as travelers seek an escape from endless hours at home. Striking a balance between developing trust and driving booking intent may sound tricky, but you’re in for a treat as our panelists uncover how to appeal to travelers during these scary times.
Sponsored by VDX.tv

NYC & Company Keynote Grass Roots Recovery Doubling Down on Community

Community and tourism are inextricably linked. New York City gives us the best example of a mega-sized destination taking a micro-sized granular approach to re-building through public and private community partnerships, beginning with residents as the foundation. Building strong partnerships in tough times will benefit the destination in good times to come.

Show Me the Money: TikTok or Not? How Do We Know What to Do In 2021

The marketing landscape is more complicated than ever. How can we look ahead into 2021 when we have no idea what the world will look like next week. Deciding where to invest your brand’s efforts is a daunting task but it’s good to know you’re driving on a two-way street. There is a way to track social media sentiment and trends in real time to best inform your priorities and focus.

Sponsored by

Do Pictures Really Paint 1,000 Words

Visuals are crucial to successful marketing initiatives. The images and videos we use have an enormous impact on the success of our digital campaigns. Do your assets align with our new reality? They better! We’ll look at some of the more innovative things others in the industry have been doing to make sure their visual assets are relevant, reassuring, and inspiring during these challenging times.

Sponsored by

Without Booming Tourism, Is There Any Room—Or Need—For Influencer Marketing

Everything you always knew about influencers has changed…or maybe not? How is coronavirus affecting travel influencers and destination marketing plans? The debate is on. For sure, we can all agree that overtourism is yesterday and that diversity is now, getting much needed attention in brand promotions everywhere.
Sponsored by

Who’s Passionate About Virtual Everything? Nobody.

Meetings Marketing: Nobody, but nobody, would argue that online networking is better than in-person meetings. There’s certainly a sensory aspect to live events that virtual cannot replicate. That said, we must all do our best to put a band-aid on this wound while it heals. And, it’s essential that we talk about it now.

Sponsored by

Down For Whatever, Just Not Right Now: Timely Marketing to Passion Points

Going to the beach and taking hikes in state and national parks were so last summer. Ski resorts are facing complications. There’s limited access to museums; live sports and cultural performances are unlikely to be open at all. So how do urban and suburban destinations market to people’s passions in the post-Covid reality?

Sponsored by

How the Tourism Landscape is Changing: Why Identity Matters and the Death of Cookies

The COVID-19 pandemic and the current trend of third-party cookie deprecation has had a big impact on the tourism industry – it’s never been more important for marketers to gain a more nuanced understanding. Constrained marketing budgets, limited resources and understanding where to invest marketing dollars to maximize ROI are key challenges DMOs are facing. With the lack of ‘actual travel intent’, creating demand is the new name of the game. It’s crucial to find, attract and connect with people who want to (safely) travel, so you can boost your economy and bring value to your local community when they need it most.

Sponsored by

Keynote Panel: Facebook, Google and Pandora

Brainiacs Without the Bluster: A keynote panel of travel vertical leaders from the digital space add their personal insights and insiders’ perspectives to suggest what 2021 will look like…fasten your seatbelt.

Sponsored by


Use the Power of Data and Machine Learning to Strengthen Your Travel and Tourism Brand

Branding is your biggest asset—a strong, trustworthy brand makes all the difference. Yet, with so much content, channels and noise out there, only the most useful brands are being rewarded with people’s time and attention. Data and machine learning are the best allies to become that brand.

Sponsored by

How These Cool Tools and Platforms Embraced the Truism that ‘Necessity is the Mother of Invention’

Did you know that Airbnb, Uber, WhatsApp, Slack, Square, and Venmo were all born out of the last recession? It will happen again…silver linings are out there in 2020. Let’s take a look at innovation that has already been released by lockdown and a few seeds that have been planted for 2021 and beyond.

Sponsored by

Demystified: Measuring Campaign Success

More so than ever marketers must be able to show that an investment in media drove actual visitation. What tools are available to you today, how do they work, what do they capture, and what don’t they. In this session, we will hear from the vendors themselves, ask the tough questions, and see how they stack up and at the same time delve into how they are evolving their product to adhere to the ever-evolving privacy restrictions.
Sponsored by

Coaxing Folks Off the Couch Exploring the Backyard & Beyond Plus the Power of Downtown

Your 2021 marketing plan is probably dotted with partners who didn’t appear in last year’s marketing plan, right? Well done. If not, this is the time to lay down foundations and leverage relationships with local partners to rebuild and make small, strategic strides toward recovery in 2021.
Sponsored by

Rethinking Your Strategy During COVID

The tourism industry has been hit hard by COVID-19, forcing destinations to cut programs and scale back. But It’s also provided DMOs with an opportunity to rethink their strategies and investments. In this session, Simpleview will share a few examples of how destinations are using data to adapt their marketing strategies.

Sponsored by

Travel Industry Hot Takes

Join Destination Analysts who will lead a heated and hilarious discussion with a panel of very opinionated travel industry “professionals” as they debate “unpopular opinions” about our industry.


Machine Learning Workshop presented by CRANT

During this one hour virtual workshop we will demystify Machine Learning and understand the different types of that you might already have available. We will dissect a case study in the travel and tourism sector, walking you through the whole process and having a sneak peak behind the scenes–from collection to processing to applications of machine learning and advanced analytics. These are all ingredients that leading companies leverage to make a difference today.
Sponsored by CRANT

Curated Crystal Ball Alert. “See Tomorrow” is More Important Than Ever: 21 Predictions for 2021

Raise your hand if you learned a ton this year…the hard way. While nobody saw 2020 coming and we don’t have a crystal ball for 2021, we do have some of the best and brightest minds in travel and tourism to talk about “21 Predictions for 2021.” And that includes you. Submit your one top prediction within the session chart and we’ll pool the most frequently mentioned ones so a panel of experts can comment.

Sponsored by

21 Takeaways to Carry Into 2021

The hallmark of eTourism Summit? Thought-provoking takeaways for sharing to navigate the way ahead. We asked attendees, moderators, speakers and sponsors in order to whittle the list down to 21.

Sponsored by

eTourism Summit 2020 In-Person Sessions

To start watching, click play on any of the videos listed below.

A Case Study: Data and Audience Sharing with Conversions 

This program features a case study on a northern Michigan resort – Crystal Mountain Resort – and how we leveraged their in house resort reservation data to build custom and lookalike audiences and then leveraged audiences to build specific pages on the Traverse City DMO website. We have examples of how each audience performed in terms of conversion along with campaign creative and retargeting ads. We also have pixel data on conversions and can explain the process of using offline conversions to determine direct revenue from the campaign.  

Attracting Smart, Responsible Travelers to Your Destination

Your industry is hurting and crying out for you to start marketing to bring visitors back. But your residents and government officials aren’t ready to welcome tourists back – and the media’s constant parade of stories showing mask-related fistfights and large groups flaunting social distancing measures isn’t helping your cause. Traditionally, destinations have targeted against attributes like HHI, interest-based personas and market origins, so, how do you a) target and recruit responsible travelers through your media strategy, and b) convince your residents and government stakeholders you’re not going to introduce the “second wave” of infections to your community? In this session, learn how you can work with programmatic and publisher partners to introduce new profiles and targeting strategies for your media to ensure you’re bringing in the “right” visitors to your community, and how to convince skeptics that you’re not secretly trying to create herd immunity in your community.

Sponsored by

Rethinking Your Strategy During COVID

The tourism industry has been hit hard by COVID-19, forcing destinations to cut programs and scale back. But It’s also provided DMOs with an opportunity to rethink their strategies and investments. In this session, Simpleview will share a few examples of how destinations are using data to adapt their marketing strategies.

Sponsored by

The Road More Traveled

With airline capacity cut drastically, the Americans who are traveling during the pandemic are hitting the road. Arrivalist data will reveal how travel patterns have shifted, where new opportunities are emerging and how clients are adapting to the new normal. Arrivalist will share the story behind the Daily Travel Index, issue some bold predictions, propose new datasets and strategies to prepare for the new normal, and reveal 5 real-world case studies on how clients are using new data to measure impact and attribution on today’s travel. 

Sponsored by

Finding a Data Unicorn to Make Your Case- Mining Data Intelligence as Currency for Policy and Budget Changes: Salt Lake City’s Convention District

DMOs are inundated with data. While data can provide insights and information on what has happened, it does not always provide a holistic view of what to do next. This session will tell the story of how Visit Salt Lake used data intelligence to change government policy and increase funding for their hardest hit district. Though the State of Utah and the outskirts of Salt Lake City were recovering fairly well, the Convention Center District’s visitor economy was decimated. Through quick and agile leadership and armed with Entrada analytics, VSL improved the experience for the visitor and bettered the lives of the residents who live and work downtown.  

Sponsored by

Planning for Pivots

The only constant is change. If we needed a reminder of how true that is, 2020 kicked us in the face with that reality. In a world where the economic downturns, health crises and natural disasters converge, even the idea of planning ahead seems like an impossible task. But with the right toolsets and mindsets, marketers can build strategies with the fortitude to handle swift change by planning for pivots and adapting to an increasingly volatile marketplace. If 2020 has a silver lining, it’s made us rethink the “truths” that have guided our thinking in the past and showed all of us how resilient we can be.  

Podcasts for Destinations: Why and How to Tell Your Story with a Growing Medium 

Podcasts are one of the fastest growing mediums and by their nature are fantastic for storytelling. However, the barrier to entry can seem daunting for a destination that wants to explore new ways of getting their story out to new audiences. In this presentation we’ll share the story of how Visit Beaufort, SC, and Relic Agency came together to create the Inner Coastal Podcast. We’ll touch on why podcasts make sense for destinations, the hurdles to overcome, and how to get started in an efficient manner. 

Sponsored by


2021 – The Year of Opportunity

We’ve all heard enough about 2020. Now it’s time to focus on the future.
A vaccine for COVID-19 is almost here and travelers are actively planning their first major post-pandemic trips. This means that the coming weeks and months are critical for DMOs. In order to take advantage of the opportunity on the horizon, they need to lay a strong foundation and have a clear vision for their 2021 marketing activities. The world has changed dramatically. Consumers have evolved: they’re looking for different experiences, have different concerns, and behave differently online. At the same time, marketing budgets and resources have been decimated, increasing the need for flexibility and collaboration. These qualities will continue to be crucial in the coming months. Success will require tapping into the resilience we’ve developed and nurturing new, innovative ideas that can meet the challenges of a very different world. At Sparkloft Media we are committed to sharing the data, insights and best practices needed to navigate the moment. We’ll identify new target audiences, test new content formats and platforms, and help you bring messages to life across increasingly important digital and social channels. Opportunity is on the horizon, and we’re here to make the most of it.

Sponsored by

How DMO’s Can Drive Performance-based Outcomes Through Consumer Identity 

There’s no denying the damage and uncertainty COVID-19 has brought upon the tourism industry and local economies. DMOs need to adapt to today’s new normal and the future, to deliver results that meet and exceed stakeholder expectations. Now is the time to enact change. What you’ll learn in this session: Marketing strategies that lead to clear, demonstrable ROI for your community; Rethink your role as DMOs—moving from simply marketing to management; Specific action items to help ground your efforts and kickstart your evolution; How to rethink your metrics and prove impact; Insights from other destination marketers on their COVID challenges and successes.

Sponsored by

Applied Machine Learning in DMO Marketing: Case Study Visit Tampa Bay 

Alvaro and Patrick will be talking about the practical applications of Machine Learning to public data in DMO Marketing. They will look at Computer Vision and Natural Language processing models to drive differentiation and efficiency. 
Sponsored by

First-Party Data and Why You Should Always Want More 

Frank Vertolli, Co-Founder and Managing Partner of Net Conversion, discusses the value of first-party data and why it is becoming increasingly important. As a travel marketer, learn how and why you should be collecting this information today and the best practices for applying it in the future.

Sponsored by

3 Digital Marketing Tactics to Reboot International Travel for 2021 on a Small Budget 

Learn about how Visit Park City has developed a digital strategy to reach travelers in the UK, Australia, Brazil and Mexico at a shoestring marketing budget. By applying data-driven content tactics, Facebook/Instagram and Google can help you find the right global audience that will book travel in 2021 and future years.

7 Deadly Vendor Sins

For those who didn’t go to Sunday School or watch Seven, you really don’t want to miss Leah as she outlines all the things vendors should NOT do.

Laying a Foundation: How Empowering Your Locals Impacts Future Travelers

The thread of a destination is in the people, culture, and vibe of the area. Since COVID, there has been a natural shift towards local outreach where historically, the focus of DMOs and CVBs has been on attracting leisure & business travelers. However, empowering locals has and will always be a strong tactic to entice future travelers to visit. This panel will describe a foundation upon which including a local marketing component into your long term paid and organic strategy can effectively impact future visitation.

Sponsored by

Influencers or Superheroes? How Influencers Can Radically Connect and Support Your Messaging in 2021

Now more than ever, having a personal and relatable experience with a destination is the key difference between booking and visiting or skipping entirely. To get there, you need to have influencers’ stamps of approval. Through their eyes you can showcase new safety guidelines, how welcoming and diverse your destination is, and how to experience your city or state in a new way. We’ll walk you through our 2021 influencer campaign guide — how to navigate uncharted times and shift to hit targets. Bring your notebook, because you’ll leave inspired, with actionable steps to plan for in the new year!
Sponsored by