SEMINAR DESCRIPTIONS
Coffee Talk with NTA Chair Monique van Dijk-Seppola
Sunday, Nov. 9 | 8:15–8:45 a.m.
“How can I get more involved with NTA?” “What does NTA do related to advocacy?” “What does the NTA staff do when they’re not at Travel Exchange?” “How can I share my ideas for what I think NTA needs to do?” You’ve got questions … now get answers! When the sun rises on Travel Exchange ’25, grab a cup of coffee and come together with your NTA colleagues to chat about the year-round life of the association. Sharing details, answering your questions, and maybe asking a few themselves will be NTA Chair Monique von Dijk-Seppola and NTA President Catherine Prather.
AI and the World of Travel: Where We Are, and Where We’re Going
Sunday, Nov. 9 | 9–10 a.m.
Speaker: Alex Goryachev
From airlines to hospitality giants and tour operators, leading travel companies are already using artificial intelligence to personalize experiences, automate operations, and forecast demand with remarkable precision. This session showcases real-world examples of how AI is transforming the industry today and offers a forward-looking perspective on the innovations—like autonomous service, predictive personalization, and real-time optimization—that will redefine travel in the years ahead.
Filling the Pipeline: Marketing Sales & Strategies to Drive Tourism Business Growth
Sunday, Nov. 9 | 10:15–11:15 a.m.
Speaker: Michelle Stark, Red Sage
Business growth in tourism starts with effective customer acquisition—reaching the right audiences, sparking their interest, and turning that interest into bookings. In this high-energy, interactive session tailored for all TREX attendees, returning NTA speaker Michelle Stark will connect the dots! She’ll showcase the modern marketing and sales strategies that really work to drive bookings for DMOs, tour operators, attractions, and supplier services. From creating demand through targeted outreach to closing deals with the right follow-up, you’ll gain practical, adaptable tactics to keep your pipeline full and your community or business thriving. Expect fresh ideas, lively discussion, and actionable takeaways you can put to work immediately!
Pathways to Partnership & Authenticity Standards
Speakers: Carrie Hodgen, Tourism Cares; and Sherry Rupert, AITA
Sunday, Nov. 9 | 10:15–11:15 a.m.
Carrie Hodgen and Sherry Rupert will team up to share how tour operators can strengthen their itineraries through community-based tourism and, specifically, Indigenous-owned experiences. This session will highlight best practices for integration, the role of emerging authenticity standards, and the mutual benefits of supporting and understanding market readiness. They’ll share tools like NativeAmerica.travel and the Meaningful Travel Map that connect the industry to market-ready partners delivering both business value and community benefit.
‘What We’re Looking For’
Sunday, Nov. 9 | 11:30 a.m.–12:40 p.m.
If you’re a DMO, tour supplier, associate, or receptive operator, you’re looking to connect with buyers at Travel Exchange. But what are those buyers looking for? In this session, you’ll hear from three NTA tour operators and learn what they want to find at Travel Exchange and beyond. You’ll also have the chance to ask them questions and gain their perspective on many facets of packaged travel.
International Destination Best Pitch Presentations
Sunday, Nov. 9 | 11:30 a.m.–12:40 p.m.
International destinations are the focus of this informational session, when DMOs and receptive operators from outside North America will present five-minute pitches to a group of tour operators, detailing travel ideas and opportunities in their country of expertise. Come learn all the reasons you should start taking groups (or continue to take groups) to these destinations.
LEARNING LAB: “Being Proactive with Cybersecurity”
Sunday, Nov. 9 | 5–5:25 p.m.
Speaker: Arshad Noor, StrongKey
As cyberattacks continue their relentless onslaught in creating havoc, the travel industry is particularly vulnerable because of the visible chaos the attacks create in public arenas with global impact. This Learning Lab session explains and demonstrates proactive defenses that can be implemented today to mitigate such risks.
Fun By Design
Speaker: Joel Hilchey
Monday, Nov. 10 | 8:45–9:45 a.m.
People have the idea that “fun” is the opposite of “work.” They’re wrong (no offense). Fun is an undervalued resource for productivity, retention, and team culture. Wondering what to expect from Joel’s presentation? We won’t spoil all the surprises, but people have said they’ve learned some good stuff. Like what? Like this:
- Trends that are reshaping the world of work
- The key to effective recognition, and three easy ideas to do it better
- Practical strategies to add some productive fun to your team
Plus, we’ll have a lot of fun. Because that’s how it works.
Birds of a Feather: Sales & Service to Customer Personalities
Speaker: Brad Anderson
Monday, Nov. 10 | 10–10:50 a.m.
In today’s competitive tourism industry, understanding customer personalities can transform your sales approach and service delivery. In this fast-paced, interactive session, Brad Anderson from Blueprint will introduce the four primary customer personality styles and offer practical techniques for engaging each one. Whether you’re selling to tour operators, individual travelers, or attraction visitors, learning how to adapt your communication to match your customer’s style can boost trust, enhance experiences, and drive conversions.
Exposed! Unlocking Untapped Inquiry Sales in Your Organization
Speaker: Brad Anderson
Monday, Nov. 10 | 11–11:50 a.m.
While many customers go online, plenty still call you directly to ask questions, check availability, or request proposals. The way you handle that call can determine whether you win the sale—or lose it. In this engaging session, Brad will walk participants through simple but effective techniques to turn phone inquiries into additional business. To drive the lessons home, he’ll make live mystery calls to local businesses during the session for group analysis and feedback.
Partnership Panel: Suppliers and Operators
Monday, Nov. 10 | 1:30–2:30 p.m.
The entire group travel industry is based on partnerships, and that’s more true today than ever before. Tour operators are looking for tour supplier partners they can trust, and suppliers are looking for operator partners that will help them grow their business. But what does that partnership actually look like? And how can suppliers and operators work together in a way that benefits them both? In this session, a panel of suppliers and operators will discuss the specific ways in which they work together to create great experiences for travelers.
LEARNING LAB: “Tour Supplier Marketing Made Easy: Flyers, Ads, and E-vites with Canva”
Monday, Nov. 10 | 3 p.m.
Speaker: Anna Knapp
Learn how to turn a single event flyer into a mini marketing campaign using Canva! In this fast-paced, hands-on Learning Lab session, follow along as we design a professional event flyer, then see how to quickly repurpose it into digital ads and e-vites to send to your contacts. Whether you’re new to Canva or looking to level up, you’ll leave with practical tips you can use right away. No design experience needed!
Successful Sales Missions: The Roadmap to Revenue (NTA member panel discussion)
Monday, Nov. 10 | 4–5 p.m.
Join experienced NTA members as they share proven strategies for planning and executing successful sales missions that increase group travel business. In this interactive session, panelists will walk you through how they’ve used targeted outreach to build strong relationships with tour operators—and how those relationships have translated into real visitor numbers. Learn how to identify the right operators, craft compelling messaging, and maximize your time on the road. Whether you’re new to sales missions or looking to refine your approach, this session will equip you with the tools and insights to launch your own high-impact sales mission and grow your group travel bookings.
AI & The Future of Travel: What Hotels, Attractions, and other Suppliers Should Expect
Tuesday, Nov. 11 | 8:45–9:45 a.m.
Speaker: Dan Flores, Satisfi Labs
The way travelers find and choose hotels, attractions, and experiences is shifting rapidly as AI assistants become the new travel planners. Over the next 12–18 months, suppliers will face both challenges and opportunities as AI begins to influence booking decisions, surface recommendations, and build itineraries in real time. This session will break down what’s coming next, from how your property or attraction can be discovered inside AI systems, and why accuracy and fresh content are essential, to the new digital touchpoints where travelers will engage with your brand. Learn how to position your business so you don’t get left out of the AI-driven planning process—and find out how to use these tools to reach the right guests more effectively.
Accessible Tourism: An Introduction for Tour Suppliers
Tuesday, Nov. 11 | 10–10:45 a.m.
Speaker: Joe Jamison, VisitAble
How can tour suppliers create more accessible and welcoming experiences for all travelers, including those with disabilities? Join VisitAble’s Founder, Joe Jamison, for an insightful session on disability inclusion and accessibility for tour suppliers. Learn key insights and practical strategies to become more inclusive, attract a wider audience, and ensure all travelers have great experiences.
Tour Supplier Network Forum
Tuesday, Nov. 11 | 11:15–12:15 p.m.
No segment of the NTA membership is as varied as the tour supplier category, which includes hotels, attractions, passenger vessels, restaurants, and casinos, among other types of businesses. And yet, there are principles that hold true for all tour suppliers with marketing, staffing, reaching tour operators, and handling the everyday issues. Come ready to share what has or hasn’t worked for you, and you’ll hear from your peers the strategies they’re using. (This session is open to NTA tour supplier members only).
AI Unleashed: Using Actionable Strategies to Leverage AI for Your Business
Tuesday, Nov. 11 | 1:45–2:45 p.m.
Speaker: Alex Goryachev
Artificial intelligence is no longer theoretical—it’s a toolset available right now to improve decision-making, boost productivity, and gain a competitive edge. This session delivers practical, hands-on strategies for using today’s most powerful generative AI platforms—including ChatGPT, Claude, Grok, and Gemini—to streamline workflows, accelerate innovation, and solve real business challenges across industries.
Strategies for Preventing, Recognizing, and Recovering from Burnout
Speaker: Heather Davis
Tuesday, Nov. 12 | 2:45–3:45 p.m.
Companies continue to do more with less, making the acknowledgement and recognition of burnout as pertinent as ever. Heather will offer you tangible strategies for addressing burnout at all stages to help you continue to reach for your goals without losing yourself or your team along the way.
Collaboration in Action: Building Connections that Drive Tourism
Tuesday, Nov. 11 | 3–4 p.m.
Speaker: Michelle Stark, Red Sage
Tourism growth doesn’t happen in silos—it thrives when stakeholders connect with purpose. In this engaging, interactive session, Red Sage’s own Michelle Stark will explore how DMOs, tour operators, attractions, and industry partners can collaborate more effectively to amplify impact. From aligning goals and sharing resources to sparking creative joint initiatives, you’ll uncover practical ways to turn relationships into results. Whether you represent a destination, run tours, or work for a supplier, this session will help you see collaboration as both a strategy and a superpower. Expect a dynamic conversation, real-world examples, and takeaways you can put into play as soon as you get home!
DMO Network Forum
Tuesday, Nov. 11 | 4:15–5:15 p.m.
You love the destination you represent, and you want others to love it, too. As you promote the place you love, you’ll find it helpful to hear what works for your DMO peers. Whether you’re attending Travel Exchange on behalf of a small city, a large metropolitan area, a state, a province, or an entire country, this forum is a chance for you to get ideas from others who are doing the same thing you’re doing … only in a different place. (This session is open to NTA DMO members only.)
The Next 18 Months of AI: What Destinations Need to Know
Speaker: Dan Flores, Satisfi Labs
Wednesday, Nov. 12 | 8:30–9:30 a.m.
Artificial Intelligence is reshaping how travelers discover, plan, and book their trips, and destinations must adapt quickly to stay relevant. In this session, we’ll explore what the next 12–18 months hold for AI in travel and tourism, including how conversational search is replacing traditional web traffic, why MCP servers and structured data are becoming critical for visibility inside AI assistants, and how DMOs can maintain control of their narrative in this new landscape. You will walk away with practical strategies to future-proof your marketing, engage travelers through AI-driven platforms, and harness emerging tools to personalize experiences at scale.
A Deep Dive into Destination Accessibility
Wednesday, Nov. 12 | 9:45–10:45 a.m.
Speaker: Joe Jamison, VisitAble
Making your destination more accessible can feel overwhelming—especially when many key elements are outside your direct control. So where do you begin? What’s your role as the DMO? Join this session to unpack the core components of accessible tourism, discover what DMOs can uniquely influence, and walk away with practical tips to start building an effective, action-oriented accessibility plan.
Social Media Content Ideas to Attract Heritage and Cultural Tourism Visitors
Speaker: Sheila Scarborough
Wednesday, Nov. 12 | 11 a.m.–noon
We know that certain visitors and locals are drawn to heritage and cultural attractions, but what about in mid-sized cities, smaller towns, and rural areas? Do they have assets that can appeal to this sort of person? Using as a framework the eight elements of rural culture as defined by the Kansas Sampler Foundation—architecture, art, commerce, cuisine, customs, geography, history, and people—Sheila will share lots of ideas for using social media and online content to help promote heritage/cultural offerings to exactly the sort of visitor who will appreciate them. Session attendees will also learn to consider cross-promotion with cultural assets like scenic byways and Main Street districts, and she’ll discuss ways to save time by repurposing one piece of content into another. Everyone will walk away with a detailed handout summary of the content ideas.
Partnership Panel: DMOs and Operators
Wednesday, Nov. 12 | 1:30–2:30 p.m.
One NTA tour operator member has said that the most important days of the year for their business are the ones at Travel Exchange when they meet with DMOs. Why? Because those connections are where future tours are born. Of course, the DMO/operator partnership doesn’t stop once an itinerary is shared. It continues all the way up to and through the tour and beyond. What makes a fruitful partnership? Come hear from a panel of DMOs and tour operators to find out how they work together to create memories for travelers and to build a connection that lasts. You’ll have the opportunity to ask questions of the panelists to help you learn how to strengthen your own partnerships with operators.
How to Get Your Email Marketing in Gear: I Believe in Miracles. Where You From, You Sexy Email Thing?
Speaker: Sheila Scarborough
Wednesday, Nov. 12 | 2:45–3:45 p.m.
Your first marketing communications priorities in a fast-paced, chaotic, changing world are the assets that you control. That’s your website, blog, and email list—and not your social media accounts, which do not belong to you and can be taken down at any time. Sheila will focus on the less sparkly and trendy, but decidedly effective, tool that too many ignore: email marketing.
She’ll discuss nine steps to starting (or revitalizing) an email newsletter for tourism marketing, including getting clear on goals, frequency, a content calendar, segmenting, building your subscriber list, and setting up an automatic welcome sequence. You’ll come to appreciate how powerful and fun it is to talk to your email list whenever you want and tell your story your way without an unsexy, annoying algorithm interfering. (Hat tip to Hot Chocolate’s 1975 hit, You Sexy Thing)
Unwrapping New Angles: Holiday Campaigns as Destination Storytelling
Wednesday, Nov. 12 | 4–5 p.m.
Speaker: Megan Peckford
Looking for creative ways to spotlight your destination beyond the expected? In this session, Megan Peckford, director of marketing at Ottawa Tourism, shares how her team leaned into seasonal storytelling to market Ottawa in fresh, emotionally resonant ways. From an award-winning holiday influencer “swap” with Destination Toronto to a short-form festive film with Ottawa playing a starring role, Megan will show how thoughtful, story-led campaigns can increase engagement, earned media, and brand affinity. You’ll leave inspired to reimagine how your destination shows up in consumers’ hearts—and in their holiday plans.