Opening General Session & Lunch

Opening Remarks

Juan Pabo Segura, Commonwealth of Virginia Secretary of Commerce and Trade

Kick off the 2025 VA1 Governor’s Tourism Summit with a warm welcome from the conference leadership team as we officially begin three days of learning, inspiration, and collaboration. This opening session will highlight what attendees can expect—from dynamic general sessions and curated tracks to hands-on networking, statewide partnerships, and fresh insights shaping Virginia’s tourism future. We’ll set the stage for an energizing program designed to move our industry forward and celebrate the people and places that make the Commonwealth exceptional. The session will conclude with remarks from Virginia Secretary of Commerce and Trade Juan Pablo Segura, offering a statewide perspective on the momentum and opportunity ahead for Virginia’s tourism economy.

Unlocking Possibility: AI for the Next Era of Tourism

Janette Roush, Brand USA

Artificial intelligence is redefining how travelers dream, plan, and book. In this keynote, Brand USA’s Janette Roush will show how AI is making U.S. destinations more discoverable and bookable for international travelers, while transforming how tourism organizations engage visitors. Through real-world examples and practical entry points, attendees will learn how to use AI today—and prepare for the opportunities it creates tomorrow. Takeaways include:

• Learn easy AI prompts to use right away
• See how AI turns static websites into trip planners
• Discover new ways to capture visitor insights
• Explore case studies from Brand USA and destinations
• Get inspired by future AI trends in tourism

Help Them Thrive: Lead with Humanity and Cultivate the Best in Yourself and Others

Melissa Majors, Melissa Majors Consulting

Imagine leading in a way that energizes people, sharpens performance, and fuels sustainable success—for yourself and everyone you influence. Help Them Thrive® is a transformative session inspired by the game-changing book by Melissa Majors, designed for leaders, coaches, mentors, and everyday humans who want to unlock the full potential in others while creating healthier, more human-centered environments.

Programming for the Opening General Session & Lunch is brought to you in part by our host sponsor, Visit SoSi