Destinations Wisconsin Fall Tourism Conference

Registration - Foyer

Opening Luncheon

Trailblazer Awards Ceremony & Travel Wisconsin Outlook

Speaker: Secretary Anne Sayers, WI Dept. of Tourism

Sponsored by Discover Wisconsin

Breakout Sessions

• DMO Roundtables – Sports & M&C sales, Motorcoach sales, Marketing Research, Social Media & Content Creation

• Native American Tourism: Cultivating Authentic Experiences And Empowering Communities - Presenters: Kirby Metoxen/Native American Tourism of WI, Melanie Tallmadge Sainz/Little Eagle Arts Foundation, Anne Katz/Create Wisconsin

• AI Tools & Tactics for Tourism & Hospitality - Presenter: Brian Matson/TwoSix Digital

Networking Break

Sponsored by Circle Wisconsin

Breakout sessions

• DMO Roundtables 2 – Visitor Centers & Services, Visitor Guides, Events, Partnerships/Membership

• The Sound of Success: Building a Music Tourism Scene - Presenters: Pam Seidl/Fox Cities CVB, Kenzi Havlicek/Visit Eau Claire, Ellie Westman Chin/Destination Madison

• Using LinkedIN to Land More Meetings and Sports Travel - Presenter: Brian Madsen/TwoSix Digital

Marketplace & Reception 

Join Bucky Badger for the ultimate Madison tailgate experience! While networking with your colleagues, enjoy your favorite game day snacks, refreshing beverages, and lively music hosted by Destination Madison . Visit all the sponsor and exhibitor marketplace booths for a chance to win some fabulous door prizes. 

Sponsored by: People.Inc., Epsilon, Simpleview/Granicus

Downtown Madison Dine Around - Experience Madison like a local as you dine your way through some of the city’s most iconic restaurants, cozy cafes, and must-visit eateries — all just a short walk from downtown. Check out our top picks here.

Registration 

Breakfast Buffet

Keynote Address: Navigating the New Era of Tourism: Agility, Collaboration, and Credibility, 

Are you ready to truly thrive in the new era of travel and tourism? The leader of Destinations International will share how the destination promotion and management landscape has dramatically shifted, demanding a bold new approach to leadership that transcends traditional marketing and embraces destination stewardship, community engagement and proactive advocacy. Whether you’re a destination professional, board leader or community or industry partner, be ready to discover how to shape the future of your destination and the travel industry.

Speaker: Don Welsh/Destinations International President & CEO

Breakout Sessions

• Local Tourism Funding Challenges and Opportunities - Presenters: Bill Elliott/WI Hotel & Lodging Association, Tiffany Gallagher/Civitas

• The Star Power Playbook: Leveraging Sports Personalities for Brand Growth - Presenters: Shane Brossard/Travel Wisconsin, Josh Albrecht/Visit Milwaukee

• How Tech is Transforming the Travel Journey - Presenter: Jennifer Griswold/Future Partners

• Downtown Madison Field Trip (Walking, off site tour, 9:15 – 11:15 a.m.)  - Join Downtown Madison, Inc. for a guided walking tour of downtown Madison. Discover the exciting projects and innovative initiatives that are shaping the city's tourism landscape. Learn how Madison is investing in its future to create new opportunities and maintain its appeal as a premier destination for years to come.

Networking Coffee Break

Sponsored by Expedia Group Advertising

Breakout Sessions

• DNEXT: Navigating the Future for Destination Organizations - Presenter: Deb Archer/MMGY NextFactor

• How Tech is Transforming the Travel Journey (repeat) - Presenter: Jennifer Griswold/Future Partners

• Building & Promoting the Great Pinery Heritage Waterway - Presenters: Jamie Polley/Wausau/Marathon County Parks, Recreation & Forestry, Tim White/Visit Wausau, Sydney Walter/Zartico

Closing Luncheon

The 2025 conference wraps up with remarks from the Voice of the Badgers, Matt Lapay. Matt will takes us behind the mic to share his favorite stories from his legendary career. He'll offer a unique perspective on the remarkable growth of both the football and men's basketball programs, and how their success has had a ripple effect, bringing pride and benefits to Madison and the entire state of Wisconsin.

The luncheon closes with the unveiling of the 2026 conference host destination and presenting the marketplace door prize winners.

Sponsored by TwoSixDigital & Future Partners