Day 1


9:00 am Presentation

New Trends in Tourism Marketing in 2020

Sarah Benoit of JB Media Institute

2020 has brought changes in travel, politics, social justice, healthcare, the school year, day to day schedules, and most of all human behavior. What you believed to be true about your visitors or customers and their motivations, needs, and goals last year is no longer relevant. Find out what new trends and studies in 2020 tourism marketing professionals must pay attention to and learn how you and your community can adapt to this new world and serve people more effectively.

10:00 am Break

10:15 am Concurrent Breakout Sessions

Using Video to Drive Business during a Pandemic

Chair 8

Have you established your 2021 video marketing strategy? Video is more important than ever in this COVID-19 landscape. We will discuss how you can leverage video to boost your business amidst a pandemic.

Leading Through a Crisis

Chris Cavanaugh of Magellan Strategy Group & Explore Asheville

What lessons have we learned during COVID and how can we apply them going forward? Chris Cavanaugh will share his observations on what travel sector entities have done right during the last eight months, what they’ve done wrong, and how not to make the same mistakes in the future. Using lessons learned as both a consultant and an interim CVB leader, his approach will be practical and based in current reality, and will provide a guide to successfully navigating your organization through these challenging times.

11:30 am – Lunch Break

1 pm – Concurrent Breakout Sessions

Take the Guesswork Out of Your New Website

Nick Romanos of Status Forward

Many organizations are considering a website redesign to propel their post-COVID comebacks. With countless feature options, it’s easy to get carried away and end up with an expensive website that’s difficult to maintain. 
Whether you plan to do it in-house or hire a professional, this talk outlines the 10 key question you need to be asking before redesigning your website. Save time, money, and look like a genius by planning your successful website redesign.


Travel Consideration Advertising

Justin Belleme of JB Media Group

Targeting people who are considering or planning a trip to your location can be difficult, especially on Facebook and Instagram where search intent is harder to identify compared to other search based platforms such as Google Ads.

This class will focus on intermediate to advanced Facebook audience targeting strategies specifically designed to target users who are considering a vacation to your town or region.

2:15 pm Break

2:30 pm Concurrent Breakout Sessions

Social Media Messaging: Innovative Automations to Increase Engagement

Sarah Benoit of JB Media Institute

Messaging apps are becoming increasingly popular, especially with people under 40. Find out how you can leverage one to one automated conversations to engage and convert people using tools like Facebook Messenger.

Learn best practices for using chatbots and AI tools that can help you build relationships and attract the right people to your region.

3:45 pm Closing Remarks

4:00 pm Adjourn


What people are saying...

Great Event! Great Content! Keep it Coming!!!

Day 2

FRIDAY, Nov. 13th

9:00 am Concurrent Breakout Sessions

Getting the Message Right: Communicating with Visitors & Media During COVID-19

Hana and Amanda of Inspire PR

Marketing a destination, attraction or business during a pandemic must be thoughtful and consider the concerns, needs and expectations of guests. Effective communication, whether it be via social media channels, through advertising or with the media, is more important than ever. Careful thought must be given to messaging, including focusing on tone and language to ensure it resonates with audiences. This may require a change in strategy and getting creative with promotional tactics.

Get tips for crafting messaging to be used in digital and earned media campaigns that encourages visits, while balancing the changed nature of travel in 2020 and beyond. Discover how to create social media copy and ad messages that drive visits while building trust. Find out what types of stories media are looking for during this time of unrest and how to develop a strong pitch.

What Does Google Want? Creating Content that Users and Google Will Love

Justin Belleme of JB Media Group

One of the biggest misconceptions about content marketing is that there is a conflict between what Google wants your copy to include to rank vs what users are looking for. The truth is that Google wants to show content that aligns directly with what the user is looking for, and a lot can be learned about what users are looking for by reviewing the content on the first 30 results on Google for a search phrase.

This class will explore both manual and automated processes for uncovering what users are looking for and also Google considers the best content to create when trying to rank on page one for a keyword or search phrase.

10:15 am Break

10:30 am Concurrent Breakout Sessions

Email Marketing Best Practices for Building Engagement and Driving Conversions

Sarah Benoit of JB Media Institute

Email marketing is still one of the most effective ways of reaching people and engaging them in 2020. Are you collecting and sending emails on a regular basis? Find out the value of building an email list of qualified, valuable, and clearly segmented visitors, customers, and prospects.

Learn tips for putting those emails to good use through automated drip campaigns, contests, special offers, and even social media advertising. 

What To Expect During the Unexpected

Chris Cavanaugh of Magellan Strategy Group & Explore Asheville

There’s a recovery ahead of us, but what that recovery looks like and how long it will take to get there are uncertain. Chris Cavanaugh will share his predictions and those of other experts on what to expect in the next 6 to 24 months and how to respond to an ever-changing market environment.

11:45 am Break

12:00 pm Lunch Panel Discussion with Local Experts in Travel and Tourism

1:00 pm Interactive Session

Interactive Strategy Development Workshop

Justin Belleme and Sarah Benoit of JB Media Institute

Coming soon.

2:15 pm Closing Remarks

2:30 pm Adjourn


What people are saying...

I loved the Tracking and Reporting Class with Sarah… she dove in and showed you realtime how Google Analytics worked and what you should be looking for.