Destinations Wisconsin Fall Tourism Conference

Registration - Foyer

Opening Luncheon & Keynote Presentation - Salon CD

Sponsored by Discover Green Bay

Embrace a Winning Culture

Presenter: Steve Jones, Jadin/Jones

Wisconsin’s tourism industry is constantly changing with challenges and opportunities presented at every turn. How can we create organizations and ourselves into leaders that embrace this change, helping to create stronger destinations and communities?  Fox Cities’ native Steve Jones, a professional leadership coach, keynote speaker, and best-selling author, will help us understand what is needed to intentionally create and grow a winning culture by developing leaders within organizations.

Steve’s positive impact developed as a teacher and head football coach at Kimberly High School, where throughout 11 seasons he led his teams to a record of 129-9 and five state championships. Steve’s winning formula is now captivating Fortune 500 companies, professional sports organizations, and competitive leaders looking to inspire successful teams. Steve is the Co-founder of Jadin|Jones Coaching and Consulting, focusing on leadership, culture, and mindset. He has been commissioned by numerous leading organizations including the Mutual of Omaha, Kimberly-Clark, and Stryker Medical. Steve is the co-author of best-selling book The Twin Thieves and is currently a consultant for the Green Bay Packers.

Breakout Sessions

1. Social Media Trends & Tips - Rosewood/Linden

 In today's crowded digital landscape, standing out requires more than just being present. This session will delve into the latest social media trends and provide actionable tips to help you embrace originality and make a lasting impression. We'll explore strategies for authentic storytelling, visual storytelling, and leveraging user-generated content to showcase the unique character of your destination. Discover how to leverage emerging platforms and features to connect with your audience in new and innovative ways. From understanding your target audience to measuring your success, this session will equip you with the tools and knowledge to make your social media efforts more effective and impactful.  

Presenter: Adrian Bredeson & Morgan Goeden, E-power

2. Travel & Tourism Outlook - Briarwood/Ebony

In this session, we will explore the most recent findings from Longwoods International’s ongoing monthly research on American travel sentiment. Discover how evolving consumer attitudes toward travel planning, inflation, electric vehicles, and expectations of locals are shaping the travel industry. With a special focus on the mindset shifts of today’s travelers, this data-driven presentation will provide actionable insights to help destination organizations make informed decisions in marketing, business development, and visitor engagement strategies. Attendees will walk away equipped with a deeper understanding of key trends and how to leverage this knowledge to stay competitive in a rapidly changing market.

Presenter: Melissa Luebe, Longwoods International

3. DMO Roundtables - Network with your DMO peers on top issues and projects including visitor guides, visitor centers,marketing, group travel and more. Facilitated tables will be based on organizational budgets.

Table Facilitators: .

Budgets under $500,000 - Meredith Kleker, Wisconsin Rapids Area CVB Executive Director

Budgets $500,000 - 750,000 - Matt McClean, Visit Marshfield Executive Director

Budgets $750,000 - $1.5 million - Christine Rebout, Janesville Area CVB Executive Director

Budgets $1.5 million+ - Julie Gilbert, Destination Door County President & CEO 

Networking Break

Sponsored by Circle Wisconsin, McDaniels Marketing, Q1 Media

Breakout sessions

1. Elections and the Tourism Industry – Briarwood/Ebony

With the November election behind us, it’s time to explore how Wisconsin’s shifting political landscape could impact the tourism industry. This presentation will analyze the election results and their potential effects on tourism-related policies and funding. Attendees will gain insights into how changes in the balance of power could influence key issues such as tourism marketing, the September 1st school start date, and room tax policy. By understanding these developments, tourism professionals will be better positioned to engage with policymakers and advocate for initiatives that promote a strong and thriving tourism sector moving forward.

Presenters: Caty McDermott & Rebecca Hogan, Hamilton Consulting (Destinations Wisconsin Government Relations firm)

2.Travel Wisconsin Roundtables – Great Hall

 TRAVEL WISCONSIN, the State’s Department of Tourism, offers tools and resources for DMOs and industry partners. In a round-table format, meet our Industry Relations staff and learn about available resources such as grant opportunities, marketing/public relations co-op programs, Travel Green, media relations, publication advertising, free website listings, and other impactful resources to market your destination or organization.

Table Topics & Facilitators

• Public Relations and Marketing Co-Op Programs - Melissa Sabel
• Travel Wisconsin Grants - Heidi Schultz
• Marketing resources through Travel Wisconsin - David Spiegelburg
• Travel Green Initiative - Chris Jennings
• Stay informed, We are here to help - Drew Nussbaum

3. Influencer Insights and ROI - Rosewood/Linden

Get the insights you need to maximize the impact of your influencer partnerships. At this session, we'll discuss how and where to connect with influencers. We'll also explore creating partnerships based on your destination’s needs, hosting best practices, and navigating trends, budgets, and ROI.  

Panelists: Amanda Weibel/Travel Wisconsin, Susan Melton/Janesville Area CVB, Haleigh Doyle/Explore La Crosse

Marketplace & Reception - Fox Cities Exhibition Center

While networking with your colleagues, enjoy hors d'oeuvres, beverages and live music by Mile of Music artist Natural Satellite courtesy of the Fox Cities CVB.  Visit all the sponsor and exhibitor marketplace booths for a chance to win some fabulous door prizes.

Sponsored by Dotdash Meredith Travel, Epsilon & Zartico

Downtown Appleton Dine Around - Enjoy your Thursday evening exploring Downtown Appleton and the Fox Cities.  Check out the Fox Cities CVB curated list of some great dining options to consider.

Registration - Foyer

Breakfast Buffet

Tourism Trailblazers Awards & Travel Wisconsin Outlook

Wisconsin Department of Tourism Secretary Anne Sayers joins Destinations Wisconsin in recognizing the 2024 Wisconsin Tourism Trailblazer winners. Following the award ceremony, Sec. Sayers gives us insight into the latest happenings at the state tourism agency. 

Sponsored by Boelter & Lincoln, Mad Dog & Merrill Midwest Grill'n

Breakout Sessions

1. AI and the Tourism Industry - Rosewood/Linden

Artificial Intelligence (AI) is rapidly transforming the way destination organizations and tourism businesses operate. This breakout session will explore the practical applications of AI in tourism, from enhancing customer experiences to optimizing operations.The presentation will provide a hands-on perspective on AI, focusing on how travel companies and organizations can harness AI to drive real, tangible results.

• Real-World Applications: Discover practical examples of successful AI integration by leading DMOs and travel brands, and how it enhances visitor experiences and operational efficiency.
• Creating GenAI Models: Learn how to build your own AI model that captures the unique voice, style, and facts of your destination or business. You’ll have an opportunity to debate with an AI avatar that knows Appleton, live!
• Data Security and Privacy: Learn the essentials of safeguarding your data while using powerful AI applications.
• Challenges and Opportunities: Get a balanced view of the potential challenges and opportunities in implementing AI technologies within your organization.
• Future Trends: Stay ahead with insights into emerging AI trends shaping the future, preparing you for the next wave of innovations.

Leave this session armed with actionable insights—not just theories.

Presenter: Marina Petrova, Intentul

2. Embracing Seasonality – Great Hall

Learn creative marketing strategies to thrive in unpredictable seasonal shifts. Join us for a panel discussion featuring your fellow Wisconsin DMOs as they address the growing challenges posed by increasingly unpredictable seasonal shifts. With many northern destinations experiencing reduced snowfall and changing weather patterns, this session will explore innovative strategies to remain seasonally relevant and attract visitors year-round. Learn from the experiences of DMOs who successfully adapted their marketing approaches, diversified their seasonal offerings, and leveraged unique regional assets to sustain tourism and economic vitality despite climatic uncertainties.

Panelists: Luke Alexopoulos/ Visit Eau Claire, Krystal Westfahl/Let's Minocqua Visitors Bureau, Ashley Pettay, Destination Madison

3. Embracing a Regional Tourism Economy – Briarwood/Ebony

The Fox Cities has long taken a regional approach to tourism promotion and tourism development. Hear from Fox Cities community leaders on why and how they support and engage with their DMO and tourism businesses to ensure a healthy and vibrant destination.

Panelists: Chris Haese/City of Neenah Director of Community Development and Assessment, Kara Homan,/City of Appleton Director of Community Development, Mike Patza/Town of Grand ChuteCommunity Development Director

4. Sports Tourism Development Field Trip - (Bus pick up in front of the hotel lobby at 9:10 am drop off at 11:20 am)

This off-site session offers a unique opportunity to explore the successful Fox Cities Champion Center and to gain valuable insights into the trends and best practices of sports tourism destinations around the country. Space is limited. Transportation will be provided.

Presenters: Jon Schmieder/Huddle Up, Matt TenHaken/Fox Cities CVB

Networking Break

Sponsored by Simpleview, Gathering Waters, Madden Media

Breakout Sessions

1. Tourism Cares – Briarwood/Ebony

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In this session, participants will explore the fundamentals of meaningful travel and how it is shaping the future of the tourism industry. Through the lens of Tourism Cares, a leading organization championing sustainability and social impact in travel, attendees will learn how organizations can drive positive change by embracing responsible travel practices. We'll cover key concepts such as sustainability, community engagement, and meaningful tourism, and offer insights on how to make a tangible difference. By the end of the session, you’ll walk away with actionable strategies to transform your organization into a force for good, aligning profit with purpose and creating meaningful connections that benefit both travelers and local communities. Discover the future of travel and the critical role your organization can play in shaping it!

Presenter: Greg Takehara, Tourism Cares CEO

2.  Beyond Clicks & Impressions & The Power of National TV Programming – Great Hall

In today's data-driven world, marketers have more tools than ever to measure successful campaigns and maximize ROI. Top Chef brought national attention to Wisconsin, but what has been the real economic impact so far? Visit Milwaukee sought to find out. Join us as we explore how Visit Milwaukee teamed up with Adara for a groundbreaking study, directly linking exposure from Top Chef to tangible results in hotel and flight search and booking data for Milwaukee County. Discover the measurable influence of national TV programming on local tourism.

Presenters: Taylor McGurk/Adara, Josh Albrecht/Visit Milwaukee

3.  AI and the Tourism Industry (repeat) - Rosewood/Linden

Artificial Intelligence (AI) is rapidly transforming the way destination organizations and tourism businesses operate. This breakout session will explore the practical applications of AI in tourism, from enhancing customer experiences to optimizing operations. Presenter: Marina Petrova, Intentul

Closing Luncheon

The conference wraps up with inspirational remarks from local entrepreneur Pat Van Abel about embracing originality and service. We’ll also unveil the 2025 conference host destination and present the marketplace door prize winners.

Presenter: Pat Van Abel -  Business Coach/EOS Implementer/ Leadership

Sponsored by Adara & Discover Wisconsin