Destinations Wisconsin Fall Tourism Conference

Registration

Opening Luncheon & Keynote Presentation

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 - This session explores the rapidly evolving trends, best practices, and actionable tips to help your organization maximize its social media impact. Presenter: Adrian Bredeson, E-power

2. Travel & Tourism Outlook - Hear the latest data and trends from Longwoods International’s monthly American Traveler Sentiment research. 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.

Networking Break

Sponsored by Circle Wisconsin, McDaniels Marketing

Breakout sessions

1. Elections and the Tourism Industry – Fresh off the November election, learn how Wisconsin’s political landscape shapes up for the tourism industry. Presenters: Caty McDermott & Rebecca Hogan, Hamilton Consulting

2.Travel Wisconsin Roundtables – This roundtable session will highlight Travel Wisconsin programs and initiatives. Participants will have the opportunity to engage in open dialogue, ask questions and network with Travel Wisconsin staff and colleagues.

3. Influencer Insights and ROI - Influencer marketing has become a cornerstone of successful tourism campaigns. This session will dive deep into the strategies, metrics, and best practices for maximizing your ROI on influencer partnerships. 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

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 - 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

2. Embracing Seasonality – Learn creative marketing strategies to thrive in unpredictable seasonal shifts. Panelists: Luke Alexopoulos/ Visit Eau Claire, Krystal Westfahl/Let's Minocqua Visitors Bureau, Deanna Goodwin/Visit Lake Geneva

3. Embracing a Regional Tourism Economy – 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.

4. Sports Tourism Development Field Trip (Concludes at 11:15 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

Breakout Sessions

1. Tourism Cares –Learn how a global non-profit is advancing the travel industry’s positive social, environmental, and economic impact to help people and places thrive. Presenter: Greg Takehara, Tourism Cares CEO

2.  Beyond Clicks & Impressions – In today's data-driven world, marketers have more tools than ever to measure successful campaigns and maximize ROI. This session will look into how Visit Milwaukee went beyond clicks and impressions and measured bookings and visits of the Top Chef Wisconsin season. Presenters: Mark Preston/Adara, Josh Albrecht/Visit Milwaukee

3.  AI and the Tourism Industry (repeat) - 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 tradition. We’ll also unveil the 2025 conference host destination and present the marketplace door prize winners.

Sponsored by Adara & Discover Wisconsin