2026 Professional Development

Wednesday Learning Lab

***The Wednesday Learning Lab is an optional add-on to your conference experience and requires an additional registration fee.

Build Your AI Operating System: Practical AI for Tourism Professionals & Industry Partners

Wednesday, Oct. 7 from 9:30 a.m. to 2:30 p.m.

Sponsored by: Visit Cincy

Shift your perspective from treating AI as a mere list of tools to building your own comprehensive AI Operating System tailored specifically for tourism professionals. In this hands-on workshop, you will establish a personalized role/context profile, organize your regular information streams for action, and practice in a "Tourism Prompt Lab" using real-world industry examples like board memos, partner updates, and content briefs. By the end of the session, you won't just leave with theory—you will walk away with a live, repeatable workflow built for your daily seat, an introduction to lightweight team governance, and a clear 90-day sprint plan outlining the habits and workflows to build next.

Keynote Speakers

Brand Stick 'Em: Turning Communities into Destination Storytellers

Thursday, Oct. 8 at 9 a.m.

Sponsored by: Explore Hocking Hills

Have you ever noticed how some destinations seem to generate constant positive buzz without forcing it? Their secret isn’t a bigger budget or louder marketing. It’s something far more powerful: a community of authentic storytellers who genuinely love where they live and can’t help but share it. The most successful destinations don’t just tell their story, they empower others to tell it for them. This session explores how to build your own “brand stickiness” by activating both internal teams and local stakeholders as passionate storytellers. From community leadership and business owners to residents and visitors, you’ll learn how to turn everyday interactions into meaningful, shareable moments that reinforce your destination’s story. We’ll unpack practical strategies for uncovering the stories already living within your community and equipping people with the tools, confidence, and inspiration to tell them in ways that feel authentic.

Make Them Hit the Brakes: Turning Pass-Through Towns into Must-Stop Destinations

Friday, Oct. 9 at approx. 10 a.m.

Sponsored by: Ross-Chillicothe Convention & Visitors Bureau

Every day, thousands of cars pass through small towns without ever stopping. The question is—why? And more importantly, how do you change that? In today’s travel economy, people are taking shorter trips, staying closer to home, and looking for experiences that are easy, memorable, and worth sharing. That creates a massive opportunity for communities willing to think differently. In this high-energy and idea-packed session, Jason Duff shares how small towns can transform from forgettable pass-throughs into places people choose to visit. Drawing from real-world success in Downtown Bellefontaine and communities across the Midwest, Jason outlines practical, proven strategies to create “pull-over power”—from unique food and retail to walkable districts, bold placemaking, and can’t-miss experiences. If you want more visitors, more local spending, and a stronger sense of place, this session will show you how to give people a reason to hit the brakes—and stay awhile.

Professional Development Breakouts

Culture as Strategy: Why Tourism Depends on the Arts

Thursday, Oct. 8 at 10:02 a.m.

Sponsored by: Akron/Summit Convention & Visitors Bureau

Arts and culture are often discussed as enhancements to a destination. In reality, they are a primary driver of why people travel and how they experience place. Across the United States, cultural tourism continues to grow, fueled by travelers seeking authenticity, connection, and experiences that support well-being and personal enrichment. A majority of travelers now prioritize these factors when making travel decisions, and arts and culture consistently deliver on them through festivals, performances, public spaces, heritage sites, and community-based experiences. This session focuses on strengthening a shared understanding of the role arts and culture already play in tourism. Drawing on national data and examples from Ohio communities, it will explore how cultural experiences influence travel decisions, shape visitor behavior, and contribute to longer stays and increased spending.

State of AI in Travel: What Travelers Are Using, Trusting and Expecting Next

Thursday, Oct. 8 at 10:02 a.m.

Sponsored by: Sojern

AI is no longer confined to trip planning—it’s reshaping the entire travel journey. This session shares original research exploring how travelers use AI for inspiration, decision-making, booking, and real-time experiences while in destination. Learn where AI meaningfully enhances the traveler experience, how sentiment differs by use case, and what this means for brands preparing for the next phase of travel innovation.

Game On: Leveraging Sports Tourism to Drive Destination Growth and Visibility

Thursday, Oct. 8 at 10:02 a.m.

Sponsored by: Advance Travel and Tourism

Sporting events have the power to do more than fill hotel rooms—they can energize residents, elevate a destination’s brand, and create lasting community pride. This engaging panel discussion explores how communities of all sizes are using sporting events as a strategic tool to strengthen appeal, drive visitation, and deepen local engagement.

Through real‑world case studies, panelists will share how their communities successfully attracted, hosted, and grew sporting events that delivered measurable impact both on and off the field. Learn how thoughtful planning, cross‑sector partnerships, and authentic community buy‑in can turn tournaments, races, and championships into powerful economic and engagement drivers.

From Idea to Investment: How Communities are Funding Tourism and Recreation

Thursday, Oct. 8 at 11:06 a.m.

Sponsored by: Visit Greater Springfield

Across Ohio and beyond, communities are rich with ideas to grow tourism, activate public spaces, and strengthen their local economies—but many struggle to move from vision to funded reality. This session will walk participants through a practical, proven approach to securing and leveraging funding for tourism and recreation projects, with a focus on real-world application, partnership development, and long-term impact. Drawing on experience supporting over $43 million in secured funding for community and economic development initiatives, this session will go beyond traditional grant writing tips to explore how successful projects are strategically positioned, packaged, and funded. Attendees will gain insight into how communities are aligning projects with funder priorities, combining multiple funding sources, and building partnerships that strengthen both competitiveness and sustainability. The session will highlight examples from rural and small communities—where capacity is often limited but opportunity is high—including projects tied to recreation economies, downtown revitalization, and tourism-driven placemaking. Participants will leave with a clearer understanding of how to move projects forward, even with limited staff or resources.

Podcasting Made Simple

Thursday, Oct. 8 at 2:16 p.m.

Sponsored by: Glasshouse Realty Group

Many people or organizations are interested in starting a podcast but feel intimidated by the perceived time, cost, and complexity involved. This session pushes back on that assumption, showing how podcasting can be a practical and reasonable addition to your marketing efforts. Drawing from experience producing podcasts for multiple clients, this presentation will break down what actually matters—helping attendees avoid common pitfalls and focus on creating consistent, effective content without overwhelming their team. We’ll also highlight the importance of incorporating video into your podcast strategy. A podcast shouldn’t be just one piece of content—it can be a content engine, generating short-form video and promotional assets that fuel your social media, extend your reach, and establish you as a thought leader. Attendees will walk away with practical steps to get a show off the ground, from choosing a format to maintaining consistency. Whether produced in-house or with outside support, this session will provide a clear, realistic path to launching a podcast that delivers value.

Inside Tripadvisor’s Trendcast 2026: Emerging Trends Defining Traveler Behavior

Thursday, Oct. 8 at 2:16 p.m.

The way travelers discover, plan, and book their trips has fundamentally shifted. Instead of starting with a standard keyword search and scrolling through pages of blue links, consumers are now treating generative AI like a personal, hyper-local travel agent. This session will explore the rapidly evolving landscape of AI-driven search and conversational discovery. We will dive into how travelers are using natural language to build complex, highly specific itineraries, and more importantly, how your destination or business can optimize its digital footprint to ensure you show up as a top recommendation in these conversational engines. You will walk away with practical, forward-looking strategies to capture this new wave of high-intent searchers right at the moment of inspiration.