EDUCATIONAL SEMINARS
Travel Exchange is designed for business, but you can also find your next solution or big idea here! Watch this page for updated information about topics and speakers. Expect to see some familiar faces of highly rated presenters as well as a new experts in Tulsa for TREX ’26. And of course, you can count on peer-led sessions for member network forums.
SEMINAR SCHEDULE & DESCRIPTIONS
Managing Cyber Risk: Ransomware and AI
Speaker: Arshad Noor, Strong Key
Group Collect Learning Lab
1:30 – 2:30 p.m. Sunday, Nov. 15
In 2026, the rise of rogue AI, automated bots, and malware has created unprecedented threats for businesses. While large corporations have the resources to defend themselves, small- and medium-sized enterprises face critical vulnerabilities. In this session, Arshad Noor of StrongKey—drawing on over 40 years of technology experience and nearly 30 years specializing in cyber-risk management—will provide NTA members with clear, actionable strategies to protect their operations during these uncertain times.
The Accommodation Tightrope: A Live Conversation on Access, Risk, and Reality
Speaker: Kristy Durso, Joe Jamison, Jeff Ment
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
2:15 – 3:15 p.m. Sunday, Nov. 15
Accessibility isn’t a checkbox. It’s a constant negotiation between what’s right, what’s required, and what’s realistic. The best decisions happen in the space between those three. In this unscripted session, disability inclusion strategist Joe Jamison (VisitAble), accessible travel expert Kristy Durso, and hospitality attorney Jeff Ment tackle the questions that don’t have clean answers. What happens when a guest’s accommodation request exceeds your operational capacity? Where does legal compliance end and genuine inclusion begin, and what falls through the gap? Three practitioners with different lenses working through real scenarios in real time.
Marketing to Multilingual Travelers: Strategies for Global Reach on a Local Budget
Speaker: Wendy MacKenzie Pease, Rapport International
Group Collect Learning Lab
2:15 – 3:15 p.m. Sunday, Nov. 15
Imagine this: a traveler from Tokyo is captivated by the allure and photos of Route 66 on Instagram—but when she clicks through, the website is only in English. The interest is there, but the connection breaks. Every day, tour operators, businesses, and destinations lose prospective visitors not for lack of interest, but because the message doesn’t cross languages or cultures. Wendy MacKenzie Pease leads this interactive session on how tourism organizations can attract and engage international or non-English speaking travelers without breaking the bank.
From Values to Action: Turning Good Intentions into Better Travel Businesses
Speaker: Carrie Hodgen, Tourism Cares
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
3:30 – 4:30 p.m. Sunday, Nov. 15
Purpose. Community. Sustainability. Stewardship. Nearly every organization in the travel industry has these values written into its mission, marketing, or strategic plan. But what does it actually look like to put them into practice? This session explores how travel companies, destinations, and organizations can move beyond aspiration and begin embedding their values into everyday business decisions. Through practical examples from across the industry, attendees will discover how product development, marketing, partnerships, storytelling, and operations all influence the impact tourism has on people and places.
International Destination Best Pitch Presentations
Moderator: Monique van Dijk
Group Collect Learning Lab
3:30 – 4:45 p.m. Sunday, Nov. 15
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.
OPENING GENERAL SESSION:
Trailer Park University: Leadership Lessons from an Unlikely Classroom
Tracy Spears, Speaker, Coach, and Co-Author
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
5 – 6 p.m. Sunday, Nov. 15
Sponsored by Sports Leisure Vacations
What if some of the most valuable leadership lessons came not from a classroom, but from real life? In this engaging keynote, bestselling author and leadership expert Tracy Spears shares the experiences that shaped her journey—from growing up in a trailer park to competing as a Division I athlete, building a successful corporate career, and overcoming an unexpected setback that changed everything. Through humor, authenticity, and powerful storytelling, Tracy challenges conventional ideas about leadership and success. Attendees will discover that leadership is less about titles and credentials than how we show up, connect with others, and respond to adversity. You’ll leave energized and ready to lead with purpose.
The Gift of Connection: Reclaiming Presence in the Age of Distraction (Part 1)
Mark Ostach, Speaker, Author, and Digital Wellness Expert
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
10 – 10:50 a.m. Monday, Nov.16
In a world of constant distraction, this session helps attendees reclaim focus, restore energy, and rebuild genuine connections. Through powerful storytelling and practical tools, Mark Ostach shows how to shift from disconnection to greater clarity, trust, and presence. Participants will learn actionable strategies to deepen team relationships, enhance engagement, and boost overall wellbeing. By learning to communicate with intention, attendees will leave inspired and equipped to foster healthier workplace cultures and drive a more meaningful organizational impact. This interactive experience provides the essential roadmap needed to improve collaboration and make a lasting difference—one intentional connection at a time.
The Gift of Connection: Reclaiming Presence in the Age of Distraction (Part 2)
Mark Ostach, Speaker, Author, and Digital Wellness Expert
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
11 – 11:50 a.m. Monday, Nov.16
In a world of constant distraction, this session helps attendees reclaim focus, restore energy, and rebuild genuine connections. Through powerful storytelling and practical tools, Mark Ostach shows how to shift from disconnection to greater clarity, trust, and presence. Participants will learn actionable strategies to deepen team relationships, enhance engagement, and boost overall wellbeing. By learning to communicate with intention, attendees will leave inspired and equipped to foster healthier workplace cultures and drive a more meaningful organizational impact. This interactive experience provides the essential roadmap needed to improve collaboration and make a lasting difference—one intentional connection at a time.
AI and the Modern Tour Supplier: Staying Visible, Staying Relevant
Dan Flores, Satisfi Labs
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
1:30 – 2:30 p.m. Monday, Nov.16
As AI tools transform how travelers discover tour products, suppliers face a new challenge: staying visible when queries happen inside chatbots instead of search bars. Dan Flores, Head of Tourism at Satisfi Labs, breaks down shifting buyer research behaviors and changes in supplier visibility. In this session, you will gain practical, immediate steps to keep pace with accelerating AI adoption, optimize your digital footprint for AI discovery, and ensure your tour products remain top-of-mind for modern travelers.
Follow the Data: How Numbers Can Help Your Business
Moderator: Holly Williamson, Smithsonian’s National Air and Space Museum
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
2:45 – 3:45 p.m. Monday, Nov.16
Modern travel businesses are surrounded by valuable data—including bookings, financials, event metrics, and customer surveys. However, collecting information is only useful if you can transform it into strategy. In this interactive session, fellow NTA members share firsthand success stories on how they harness daily metrics to optimize staffing, sharpen targeted marketing, and guide program development. This collaborative session is designed as a two-way conversation, where you will have the opportunity to share your own insights, ask questions, and brainstorm with industry peers.
Tour Supplier Network Forum
Moderator: Ashley Jenkins, Biltmore Estate
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
4 – 5 p.m. Monday, Nov.16
Sponsored by: Brilliant Edventures
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 about the strategies they’re using. (This session is open to NTA tour supplier members only).
From Inquiry to Follow-up: Building a Seamless Group Sales Process
Moderator: Eddie Lutz of Ark Encouter/Creation Museum; Panelists: Palmyre Gilles of Cuivres d’Art Albert Gilles, Maddie Halsor of Grand Hotel, Ashley Moeller of Diverse Concepts/Paula Deen’s Restaurants
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
8:45 – 9:45 a.m. Tuesday, Nov. 17
A successful group experience at your attraction, hotel, or restaurant relies on flawless execution from start to finish. How do you ensure everything goes smoothly? This panel discussion breaks down the complete lifecycle of a group visit—from the initial conversation with an interested tour operator to the final post-departure follow-up. A panel of veteran NTA suppliers will share critical insights, best practices, and the small details that make a massive difference. Attendees will walk away with practical, actionable strategies to improve operator relations, streamline operational logistics, and consistently deliver memorable, stress-free group experiences.
Micro-Campaigns That Work: Big Visibility Without Big Budgets
Michelle Stark, Red Sage
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
10 – 10:45 a.m. Tuesday, Nov. 17
You know your experience is worth the trip—but standing out in a crowded marketplace is more challenging than ever. Travelers are overwhelmed with options, attention spans are shrinking, and many suppliers don’t have the budget to compete with larger brands. In this interactive session, Michelle Stark of Red Sage explores how targeted micro-campaigns can help attractions, hotels, restaurants, and other tourism businesses break through the noise. Through practical examples and real-world scenarios, attendees will learn ways to promote seasonal offers, drive demand during slower periods, and maximize every advertising dollar. You’ll leave with actionable ideas that can be implemented immediately—without a massive media budget.
What Tour Operators Wish Tour Suppliers Knew and Vice-Versa
Moderator: Betsay Painter of Low Country Hotels; Panelists: Adam Halay of National Baseball Hall of Fame and Museum, Cory Mace of Badger Bus, Roland Neave of Wells Gray Tours, Mike Schields of Mayflower Cruises and Tours
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
11:15 a.m. – 12:15 p.m. Tuesday, Nov. 17
Want to increase group business at your attraction, restaurant, or hotel? To win more bookings, you must understand exactly what tour operators look for when building itineraries. In this interactive session, a panel of experienced NTA tour operators will reveal how aligning with their needs directly boosts your group sales. Discussions will cover essential partnership strategies, from effective communication methods to motorcoach parking logistics—and everything in between.
Strength of a Smile: Thriving at Work Through Invisible Challenges
Meaghan Zimmer
Group Collect Learning Lab
1:45 – 2:45 p.m. Tuesday, Nov. 17
Join Meaghan Zimmer for a powerful session on empathy, connection, and practicing joy during challenging times. Drawing from her hospitality career and lived experience with chronic pain, Meaghan reminds us that everyone carries unseen burdens. Through relatable stories, humor, and practical tools, she demonstrates how empathy, gratitude, and small acts of kindness can completely transform workplace culture. Attendees will leave deeply inspired to lead with compassion, assume positive intent, and discover authentic joy—not by avoiding daily professional challenges, but by intentionally choosing how you show up through them.
Giving Operators What They Need: Vital Questions for DMOs
Tico Soto, Tourism Tactics by Tico
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
3 – 4 p.m. Tuesday, Nov. 17
What do destination marketers need to know to earn the trust—and the business—of tour operators? Led by Tico Soto of Tourism Tactics by Tico, this candid session explores what drives destination sales decisions and what can make or break your relationship with a buyer. Through practical discussions and real-world insights, Tico tackles the exact questions DMOs need to be asking. Attendees will walk away with a clear understanding of how tour operators think, what they require from DMO partners, and actionable strategies destinations can use immediately to become easier, more compelling, and highly profitable to sell.
DMO Network Forum
Moderator: Wendy Dobrzynski, Circle Wisconsin
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
4:15 – 5:15 p.m. Tuesday, Nov. 17
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.)
Micro-Campaigns That Work: Stretching Every Marketing Dollar Further
Michelle Stark, Red Sage
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
8:30 – 9:30 a.m. Wednesday, Nov. 18
Today’s DMOs are under pressure to do it all: drive visitation, support stakeholders, fill need periods, reach new audiences, and demonstrate results while budgets face increasing scrutiny. In this lively, hands-on session, Michelle Stark of Red Sage explores how strategic micro-campaigns can help destinations tackle specific challenges without the cost and complexity of large-scale campaigns. Drawing from Red Sag’s destination marketing experience, she’ll share practical approaches for amplifying events, supporting partners, testing new audiences, and extending the reach of broader marketing efforts. You’ll leave with fresh ideas for making paid media more flexible, measurable, and effective.
Beyond the Hype: What AI Actually Means for Destination Marketing
Dan Flores, Satisfi Labs
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
9:45 – 10:45 a.m. Wednesday, Nov. 18
AI is reshaping how travelers discover, research, and book their trips — but most of the conversation is still stuck between “buzzword panic” and “silver bullet” thinking. In this session, Dan Flores, head of Tourism at Satisfi Labs, cuts through the noise with a grounded look at where AI is genuinely changing visitor engagement for DMOs today, what’s still overhyped, and how destination marketers can start building AI readiness into their strategy without overhauling everything overnight. Expect real examples, practical takeaways, and plenty of room for questions.
Old Dog. New Treats?
Tico Stoto, Tourism Tactic by Tico
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
11 a.m. – 12 p.m. Wednesday, Nov. 18
Every destination has a story—but are you giving visitors enough reasons to experience yours? Join tourism veteran Tico Soto for an energetic, idea-filled session on how destinations can rethink existing assets, develop new tourism products, and turn local culture, history, food, attractions, and even unexpected community treasures into memorable visitor experiences. You’ll leave inspired with practical ideas to help your destination stand out, attract new visitors, and keep them coming back.
What Tour Operators Wish DMOs Knew and Vice-Versa
Moderator: Heather Egan of Grapevine CVB; Panelists: Julianne Krogseng of Tour Colorado, Amina Watkins of Paducah CVB, Katie Burton of Sunrise Tours, Jerry Varner of Making Memories Tours
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
1:30 – 2:30 p.m. Wednesday, Nov. 18
If you represent a destination, you join NTA with one primary goal: to connect with tour operators. This means making sure that they know all about what your city, state, province, region, or country has to offer. But what do tour operators want you to know about them? This session will feature a panel of NTA tour operators sharing the most important things that DMOs can know about working with groups. You’ll hear about everything from itinerary assistance to aiding with tour promotion, and you’ll have the chance to ask the operators any questions about the best ways you can partner with them.
Power Hour Session
Moderators: NTA Chair Michelle Pino, Northeast Unlimited Tours and NTA President Catherine Prather CTP
Las Vegas/Reno Tahoe/Travel Nevada Education Stage
3 – 4 p.m. Wednesday, Nov. 18
Sponsored by IMG – Travel Insurance
Wrap up your time at Travel Exchange by joining your NTA colleagues for an interactive capstone session. You’ll have the chance to share key takeaways from what you learned during our time in Tulsa, and you can also discuss practical next steps for implementing these ideas and connections once you get home.