Global Summit Workshops

Join us for these informative workshops on Tuesday, April 1, 2025!

Explore innovative marketing strategies to attract high-value travelers. These workshops cover B2B distribution, digital campaigns, trade engagement, and premium media placements—helping you increase bookings and visibility worldwide. Sessions will highlight targeted digital marketing, social media strategies, first-party data utilization, and trade partnerships to drive international tourism. Join us in Commonwealth Ballroom 7/8.

11:00am – 11:20am | HTS Media Solutions – Hopper International

Hopper International can help you reach over 320 million travelers in key markets like Canada, Australia, and the UK. This workshop will cover targeted digital campaigns, social media amplification to 75M+ followers, and Hopper-funded incentives to drive engagement and bookings. Discover exclusive placements, such as Commonwealth Bank’s travel portal, and gain insights from detailed performance tracking. Join us for data-driven strategies that maximize exposure and deliver measurable results.

Presented by: Janine Covello-Good

11:30am – 11:50am | Authentic South – All Y’all Are Welcome Campaign – HBX

This workshop explores how HBX Group leverages B2B travel distribution to drive high-value tourism. Learn how destinations can connect with over 71,000 travel distributors and 125,000+ travel advisors across key global markets, including the U.S., Canada, the UK, and Mexico. Discover strategies for increasing room nights, attracting international travelers, and engaging the travel trade through digital marketing, premium placements, and exclusive partnerships. Gain insights into market trends, ROI tracking, and campaign customization to maximize reach and impact.

Presented by: Joe Sheller

12:00pm – 12:20pm | The American South – Encore Edition – Where Music Was Born

Uncover the next evolution of music-driven tourism marketing with Where Music Was Born 2.0. Building on a successful campaign, this session will explore strategies to engage Australian and New Zealand travelers through expanded digital storytelling, festival activations, and first-party data collection. Learn how enhanced state and city landing pages, interactive video, and targeted media buys will amplify the South’s rich musical heritage—beyond country, into jazz, blues, bluegrass, and more. Discover opportunities for deeper audience engagement, trade partnerships, and high-impact conversions that turn inspiration into bookings.

Presented by: Jacob Annesley

12:50pm – 12:55pm | 2025 International Travel Planner – Phoenix Publishing

Discover how Phoenix International Publishing connects destinations with high-value repeat travelers through strategic print and digital marketing. This session will explore the Travel South International Planner, distributed in multiple languages to over 100,000 prior U.S. visitors through Essentially America (UK) and Mein Amerika (Germany). Learn how targeted digital campaigns, Spearfish hyper-targeting, and premium sponsored content drive engagement and conversions. Gain insights into leveraging international travel media for maximum ROI and expanding destination reach in key global markets.

Presented: Tobias Zerr

2:15pm – 2:35pm | Sounds of the South – Hays Travel

Get an inside look at how Hays Travel, the UK’s largest independent travel agency, connects destinations with millions of travelers. Through the Sounds of the South campaign, Hays Travel utilizes first-party data, digital audio ads, personalized email marketing, and high-impact social and e-commerce placements to drive bookings. This session will showcase strategies like Spotify partnerships, national radio exposure, and dynamic native advertising to maximize visibility in the UK market. Gain expert insights into turning travel inspiration into real conversions.

Presented by: Andy Pickering

2:40pm – 3:00pm | America Unlimited GMBH

Learn how America Unlimited, a leading German tour operator, connects the Southern U.S. with high-value travelers through innovative marketing. This session will explore targeted campaigns that leverage microsites, social media, newsletters, and out-of-home advertising to engage affluent, experience-driven German tourists. Discover how strategic media placements, including viral Reels and premium newspaper advertorials, can generate millions of impressions and drive bookings. Gain insights into maximizing international exposure and unlocking additional promotional benefits through collaborative destination marketing.

Presented by: Timo Kohlenberg

3:05pm – 3:25pm | Drive America – AmericanTours International

Discover how AmericanTours International (ATI) leverages cutting-edge B2B travel solutions to boost destination visibility and increase international bookings. This session will cover ATI’s multi-channel marketing strategy, including targeted digital campaigns, customized microsites, featured content in Where Next? magazine, and travel trade exposure through platforms like TravelMole. Learn how to engage key international markets—including the UK, Germany, Australia, and Canada—through strategic advertising, webinars, and digital outreach. Gain insights into optimizing travel trade engagement and driving more visitors to your destination.

Presented by: Karin Omojola