Global Summit Sessions

The traditional 4P’s of marketing (Product, Price, Place, Promotion) were focused on controlling demand. Today’s socially networked landscape has shifted toward the 4I’s (Intelligence, Individualization, Inspiration, Integration), acknowledging that consumers – not brands – are now in control. Destination marketing must either create demand or intercept it as consumers make travel decisions.

Explore the global media/press trends that motivate travel, discuss how to turn column inches into feature-length stories, and the importance of holistic managed-media relationships that give destinations cut-through in a saturated media landscape.

Explore how AI is revolutionizing the tourism industry – from reshaping customer experiences to streamlining operations. You’ll learn actionable insights on how to invest your time and resources wisely, navigate the complexities of change and distribution, and tap into the immense potential of AI in the knowledge economy.

Industry experts will have a conversation about building and sustaining strong global sales partnerships. You’ll gain insights on navigating technological advancements, leveraging hybrid distribution models, and developing strategies that align the interests of both destinations and business partners.  Knowing how to tailor your approach to your unique offerings is crucial for driving international growth.

What’s Next for the American South? Liz Bittner will deliver the annual State of the South keynote and an 18-month provisional plan for regional global marketing efforts. We lead with our Food, Music, cultural, and Outdoor assets, leveraging partnerships and focusing on collaborations of all sizes.