In a world of an ever-changing social landscape, there are so many avenues to explore and ways to connect with your audience. From short-form video to capture attention and build engagement to long-form video for compelling storytelling. The content-creator industry is growing exponentially, offering endless opportunities for those who dare to innovate and create meaningful connections with their audience. During this session, we will offer tips on how and why you should be implementing both formats of videos, some insights into working with creators, and advice on creating a successful video strategy.

The capabilities of artificial intelligence (AI) in the travel and tourism industry have spawned countless conversations, guidelines and applications, all aimed primarily at helping consumers more easily book personalized vacations and industry practitioners do their jobs faster and more efficiently. But with such rapid evolution and implementation of AI tools also comes a need for ongoing education and guidelines on use. Join us for a conversation with expert panelists on how AI is being harnessed in tourism, what the future can look like and how to develop a policy around usage.

Panelists:

• AJ Kinney, Global Director of Content & Media Partnerships, Matador Network
• Igor Ilyinsky, Co-Founder, ListenUp AI
• Ryan Murray, Interim State Chief Information Security Officer and Deputy Director, Arizona Department of Homeland Security

Several Arizona communities have turned their culinary assets into food tours, trails and signature events. We will talk with some of these communities and learn how they identified, developed and marketed these culinary assets to increase their tourism offerings.

Panelists:

• Michael Marquess, Chief Executive Officer, Mother Road Brewing Company
• Trace Ward, Executive Director, Discover Flagstaff 
  • Flagstaff Brewery Trail and ‘Leading Craft Beer City’
• Lee McLaughlin, Vice President of Marketing, Visit Tucson 
  • America’s Best Mexican Food Field Guide
• Torey Cranford, Vice President of the Board of Directors for the Graham County Chamber of Commerce 
  • Salsa Trail

Speakers: 

• Kristin Dialessi, SVP of Destination Strategy, Madden Media 
• Brianna Francis, Director of PR, Madden Media

Discover the transformative impact of sports tourism and gain exclusive insights into the latest trends, all anchored by the groundbreaking findings of the 2023 Sports ETA State of the Industry Report, crafted in collaboration with Tourism Economics. In this dynamic session, led by John David, President and CEO of the Sports Events and Tourism Association, we will dive into the unparalleled influence of sports tourism, exploring how it can serve as a catalyst for community development, economic growth, and enhanced civic pride. Showcase how to use comprehensive data to make informed business development decisions. Drawing on real-world examples and success stories, we will dissect the key trends shaping the growing sports tourism landscape.

Join us as Jerod Fuchs, Senior Manager, Partner Marketing – Brand USA provides a comprehensive global market update, offering valuable insights into current trends, challenges, and opportunities shaping the travel industry.

In a world where content reigns supreme, we delve into the crucial elements that make social content truly stand out: transparency, authenticity and community management. Our panelists will share actionable insights on why these three components are essential for creating content that not only engages your audiences but also builds trust, fosters a loyal community, and drives meaningful interactions and growth for your destination and brand.

The tourism industry is witnessing a surge of travelers seeking immersive, rejuvenating experiences in harmony with the natural world. A new series of nature-wellness tourism trends will dominate traveler decision-making in the decade ahead, spanning demographics and bridging the worlds of health, aging, spirituality, sustainability and adventure. Learn what hospitality groups big and small are doing to attract travelers — and how to authentically position your destination through marketing efforts.

Speaker: Casual Astronaut

Sustainable, regenerative, ecotourism. What is what and how do you navigate the demand to build a destination product that can stand the complexity of life? From destination development to authentic storytelling there is power from leaning into the global trends. Learn navigation tools, indicators to track, and ways to find the balance of communication while avoiding greenwashing or greenhushing.

Event-o-nomics is an engaging session that delves into the significant role events play in the tourism sector. Among the distinguished panelists, are representatives from local Destination Marketing Organizations (DMOs) across the state. These experts will share their insights on event organization, community engagement, and the economic benefits derived from tourism events. Attendees will gain valuable knowledge on how DMOs strategically plan and execute successful events, overcome challenges, and continually improve their offerings to boost local tourism.

BIG DATA! — described as an amazing volume, variety, and velocity of information that when analyzed and dissected will help us create effective marketing strategies and campaigns. While this is fantastic news, we are mere mortals and not machines, so how do we harness Big Data and use it to help us determine our direction, target audiences, and what success looks like? This session will use the collective brilliance and experience of people who work in Big Data and people who use this data to answer these burning questions as well as others.

Gone are the days when perfect Instagram feeds ruled. Today, consumers crave authenticity. But what does authentic content look like? And how can you connect with your audience in a genuine, credible way? Micro-creators offer a unique opportunity with their niche interests and dedicated followers. In this session, discover how to collaborate effectively with micro-creators and gain the tools for building successful partnerships that resonate with audiences seeking actual, relatable content.

Speaker: Tripscout

Outdoor Recreation is a significant element of the Arizona tourism product. Join Arizona State Parks & Trail and the Arizona Office of Tourism to learn about the Arizona Collaborative Outdoor Recreation Network (ACORN). This collaborative will bring together outdoor recreation industry partners across the state and help guide state-wide decisions and efforts.

Arizona Anti-Trafficking Network’s SAFE (Safeguarding All From Exploitation) is a travel, tourism and hospitality training program designed to elevate awareness and action within the industry to combat human trafficking. This specialized training provides industry professionals at all levels with the knowledge and skills to recognize and properly report potential trafficking situations.  SAFE will discuss the prevalence of human trafficking within the hospitality and tourism industry and how you and your organization can work to help create an Arizona where no one is bought, sold, or exploited.