March 2025 Conference Schedule

Everyone regularly claims their destination is different, yet we’re often shouting about the exact same things to our target audience. Outdoor activities. Historic sites. Restaurants. Yet there are ways of distinguishing your community by promoting lesser-known, yet popular activities, that may be less glamorous, but are in your own backyard.

Join Chris Cavanaugh of Magellan Strategy Group to discuss better ways to serve your visitors by promoting assets and benefits that will help them decide to visit your destination and increase their satisfaction and spending. Learn some alternative promotional ideas and discuss how they might work for your community.

Social media is more important than ever for destinations and tourism businesses, but how do you know what to post and when?

During this lab breakout session, Olivia Ward, principal travel marketing consultant at OnWard Digital Media, will help you create a social media content calendar for the year and break down content by month.

You’ll also uncover high-level tips for finding and generating user-generated content (UGC), to increase engagement and brand authenticity.

Join graphic designer and brand strategist John Hornsby, founder of Hornsby Creative, for an engaging and informative learning lab about Adobe. This session will dive into the latest updates and features in Adobe Photoshop, Illustrator, and InDesign, with a special focus on new AI capabilities that are revolutionizing the design process.

Through the lens of a recent TDA county wayfinding signage program, we will demonstrate the practical application of these powerful tools. Whether you are a seasoned designer, a marketing professional, or someone working closely with design teams, this session will equip you with valuable insights and hands-on experience to enhance your design workflow and collaborate effectively.

Participants will have the chance to complete a signage (or other) design, applying the tools and techniques demonstrated during the session. This hands-on experience will solidify their understanding of the latest Adobe features and their practical applications in real-world projects, enhancing their ability to collaborate with designers and contribute to effective marketing strategies.

(Adobe Creative Cloud Subscription is required if you want to use those tools hands-on.)

Google Analytics 4 was one of the biggest changes made to website tracking in 25 years. It has created a steep learning curve that many marketers do not have time for and a series of data inaccuracies and dysfunctional tools that can cause marketing and sales frustration.

Join Sarah Benoit, lead instructor of the JB Media Institute, and explore the top 5 ways businesses and organizations are using GA4. Learn to prioritize which tools matter and be aware of common issues faced by brands and destinations using GA4. Find out what website tracking alternatives to consider if GA4 is wasting too much of your time and resources.

Come prepared to look at your own GA4 account, ask questions, share challenges, and problem-solve with your fellow attendees.

This session led by videographer and filmmaker Bob Peck, owner of Mountainwater Films, is designed for community leaders, tourism professionals, local stakeholders, and entrepreneurs eager to explore the power of short-form documentary-style video in reaching and engaging niche audiences.

This presentation will explore the nuances of short-form documentary as a tool for precision storytelling, highlighting methods for targeting niche markets, and creating content that drives engagement and visitation. Bob will emphasize how video can amplify the voice of underrepresented communities, support emerging markets, responsibly promote the outdoors, and create meaningful connections between destinations, stakeholders, and travelers.

Participants will gain insight into collaborative opportunities among local businesses, destination marketing organizations, and community stakeholders to develop authentic narratives that reflect their destination’s unique character and identity.

Get inspired to think creatively about your audiences and explore actionable strategies to connect with those audiences through video. Whether the goal is to promote sustainable tourism, support segments of a community, or create a cohesive video marketing strategy, this session will connect the pieces of a destination’s marketing puzzle.

Participants will leave with:

• A clear understanding of how to identify and define niche audiences for short-form video campaigns.
• Strategies for creating compelling, authentic video narratives tailored to specific communities or interests.
• Practical tips on planning, shooting, and editing short-form videos with a focus on engagement.
• Ideas for collaboration between DMOs and community stakeholders to ensure video content aligns with shared values and goals.

Gain insights from a destination marketing perspective and a community standpoint. 

Learn the value of targeting specific traveler profiles—such as adventure seekers, history enthusiasts, or eco-tourists—with curated video content. By highlighting local attractions and unique experiences, destinations can authentically attract visitors who align with their offerings and values.

Discover how short-form video campaigns can bring attention to community priorities, such as preserving natural resources, celebrating cultural heritage, or promoting unique local events. This is particularly vital for regions transitioning from traditional industries to more sustainable economic models.