John Martin

John Martin is a futurist, award-winning author, provocateur, and the President and CEO of SIR and the Institute for Tomorrow, a research-based strategic consultancy and national think tank headquartered in Richmond, Virginia.

Through customized research, trend forecasting, strategic planning, retreat facilitation, and marketing and communications audits, SIR helps regions, cities, attractions, and destination marking organizations throughout Virginia and beyond grow and maximize their tourism-related assets and revenue.

More than 50 years ago, SIR conducted the research that inspired the creation of the iconic “Virginia is for Lovers” slogan and has been supporting attractions and destinations throughout Virginia ever since, including Colonial Williamsburg, Virginia Beach, Busch Gardens, VisitNorfolk, Monticello, Fort Monroe, Virginia’s Crossroads, and the Lexington Rockbridge Area Tourism Development Office. Today, VTC has entrusted SIR to help it craft Virginia’s five-year strategic tourism plan.

Throughout the country, travel and tourism organizations frequently invite John and his SIR colleagues to share the insights and trends research developed through SIR’s Institute for Tomorrow. Indeed, John has provided keynote addresses for statewide tourism conferences in Virginia, Alaska, California, Florida, Kentucky, Iowa, Maine, Minnesota, Montana, North Dakota and South Dakota, as well as for the Travel Industry Association, National Tour Association, the Family Motor Coach Association, Colorado Hotel and Lodging Association, Montana Lodging and Hospitality Association, Indiana Cultural Tourism, Southern Innkeepers Association, Virginia Recreation and Park Society, and many others.

In addition to speaking engagements, insights from John and SIR’s Institute for Tomorrow are frequently sought out by the media and have been featured in the Los Angeles Times, the Washington Post, the Chicago Tribune, the Toronto Star, BusinessWeek, the Wall Street Journal, and Barron’s, as well as on NBC Nightly News, CBS Evening News, MSNBC, and NPR’s “Morning Edition.”

At the 2019 VA-1 Conference, John will share SIR’s research-based insights on the transcendent trends shaping the future of travel and tourism. In this insightful, educational, and highly entertaining session, John will share the demographic, societal, and cultural changes for which every tourism leader must prepare to remain relevant and grow visitation in the years ahead. Attendees will come home with not only new insights and perspectives, but also practical action steps to incorporate into their future plans.

This will be a can’t-miss presentation that will help you and your destination for years to come.

For More Information: · Connect with the travel and tourism experts at SIR: · Learn about John’s keynotes and presentations:

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