Destinations Wisconsin's Annual Conference for Destinations Marketing Organizations and Wisconsin Tourism Industry Professionals
Mark your calendar for our 2025 Destinations Wisconsin Fall Tourism Conference in Madison, November 6 & 7 at the Madison Concourse Hotel & Governor’s Club. Learn more & book your room.
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Embrace Originality at the 2024 Destinations Wisconsin Fall Tourism Conference, November 14 & 15 in Appleton. The conference will offer ideas and inspiration beginning with a motivational keynote on Embracing a Winning Culture by Fox Cities resident and nationally-renowned speaker Steve Jones. WI Dept. of Tourism Secretary Anne Sayers will be joining us along with sessions on AI, social media, tourism trends, DMO roundtables and more. The Fox Cities CVB will be hosting a top-notch marketplace and reception plus a downtown Appleton dine around on Thursday evening. Check out this Fox Cities CVB web page that will help you plan your visit.
Location & Lodging: The Conference meals and sessions will be held at the at Hilton Appleton Paper Valley Hotel . The marketplace and reception will be held at the Fox Cities Exhibition Center. The hotel is sold out but here are additional downtown hotel options:
CopperLeaf Boutique Hotel & Spa
920.749.0303
Courtyard Appleton Riverfront
920.903.9256
Sponsorship & Exhibitor Opportunities - Opportunities for the 2024 Conference are sold out.
Destinations Wisconsin Trailblazer Awards: We will present awards for the best Wisconsin tourism marketing, destination development and partnership campaigns at the Wisconsin Fall Tourism Conference. We need your applications! Deadline has passed. Learn more.
- Fee: Destinations WI Members - $150, Non-member - $170
- One-day registration: $90
- ONLINE REGISTRATION CLOSES 11/12 at 12 Noon.
Convention Files
Conference Agenda
Thursday, November 14 2024
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.
Friday, November 15 2024
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