Friday Morning General Session

Global Marketing Insights – Drive Valuable International Tourism in Your Destination

Carroll Rheem, ioliote group

Join Carroll Rheem, a leading voice in travel insights and global strategy, for an engaging look at the key trends defining international tourism. From shifting traveler behaviors to emerging market opportunities, Carroll will dive into the data and stories driving visitation to Virginia from abroad. Discover how you can capitalize on current global trends to drive international tourism to your destination or business and secure those visitors who stay longer and spend more money when they travel.

Snackable Insights to Start Your Day

Dan Roberts, Virginia Tourism Corporation

Fuel up on fresh data and the latest outlook for the rest of 2025 and for the year ahead. VTC’s Dan Roberts will unpack how growth across Virginia is shaping up across traveler segments and regions of the Commonwealth, highlighting where the state is gaining momentum and where challenges remain. Attendees will come away with a clear understanding of the underlying trends driving Virginia’s tourism economy in 2025, the data they should be keeping an eye on, and a forward-looking perspective on expectations for 2026 in Virginia.

The Art of Speaking, Actually Speaking, Advocacy

Josiah Brown, NY Sherpa

The Art of Speaking, Actually Speaking, Advocacy: Destination marketing organization’s budgets are either “being attacked” or “about to be attacked”. We can’t just tell our story, now we must sell our story. Abstract: To move people, you must be able to move them emotionally and be a compelling, reasonable and educated voice. Learn skills on effectively speaking as well as how to craft the message that you are bringing. This session will bring DI’s Tourism Lexicon alive while training you to think and perform like a professional speaker.

• Learn the difference between lobbying, often not an activity we engage in directly, and advocacy which is an ecosystem of communicating and demonstrating the essential value of a visitor economy and the DMOs who market and manage that economy.
• Learn the most effective formula for how to frame what our industry does and the effect it has on community vitality.
• Learn how to build advocates in your destination
• Have fun filling out a “MadLib” that frames how to tell your destinations story with impact
• Learn from a professional speaker the tips and tricks to turn your next presentation into a personally and professionally rewarding experience in speaking.

Virginia American Revolution 250 Presentation

Cheryl Wilson, VA 250 Commission

Join Cheryl Wilson, the Executive Director for the Virginia American Revolution 250 Commission, for an exciting update on all things VA250! Session description coming soon!