Monday, February 10

9 – 10:30 a.m. IITA Annual Meeting & U.S. Government Updates

Presenters: Chris Pilley, IITA Summit Chairman & CEO, Rocky Mountain Holiday Tours; Lena Ross, IITA Chairman & COO, America 4 You, Lisa Simon, CEO / Executive Director, IITA

Chris Pilley welcomes everyone to Summit and recognizes the Summit Committee. IITA leadership will recognize the board, council, and partners and give an update on the association's business.

U.S. Government Updates: National Travel and Tourism Strategy, Visa Processing and the Entry Experience 

Featuring: Brian Beall, Director, National Travel and Tourism Office, International Trade Administration, U.S. Department of Commerce; Julie Stufft, Deputy Assistant Secretary of State for Visa Services, U.S. Department of State

U.S. Government leaders share progress on the National Travel and Tourism Strategy, opportunities for inbound travel organizations and updates on Visa processing and entry procedures for international visitors.

10:45 – 11:15 a.m.  Brand USA Report

Featuring: Fred Dixon, President and CEO of Brand USA

As the new head of Brand USA, Fred Dixon will share his vision for the U.S. travel industry, including Brand USA’s strategy and programming to grow business and leisure travel from across the USA and from around the world.

11:15 a.m. – 12:15 p.m.  Coming to America: Opportunities Abound to Draw Visitors

This session will feature the tourism opportunities created by major upcoming events in the U.S., including the FIFA World Cup, America250 celebrations, the Route 66 Centennial, and the Olympic Games. These high-profile events are set to draw millions of international visitors, creating a unique chance to showcase U.S. destinations on a global stage. Beyond the immediate financial boost, these events will extend benefits well beyond the event dates, including long-term growth, brand visibility, and a more vibrant tourism economy.

12:30 – 1:30 p.m.  LUNCH (Sponsor Alabama Tourism Department)

1:45 – 2:45 p.m.  Are You “International Ready?” Build Your Inbound Tourism from Soup to Nuts

Speakers: Jennifer Ackerson, President, Alon Tourism Solutions

As inbound travel continues to grow, learn how to work with the travel trade to create demand and maximize your international business ROI. It is more than just attending tradeshows!  Inbound operators need product to sell in the form of FIT, Group, and MICE, and DMOs need to understand the importance of international ready suppliers and what that means. From IITA’s Steps to Success trainer, you’ll learn masterful techniques in working effectively with the travel trade to yield a successful destination tourism plan!

3 – 4 p.m.  IITA/USCS: Partners in Export Promotion

Presenter: Daniel Bruner, International Trade Specialist and Global Travel & Tourism Team Member, U.S. Commercial Service

The U.S. Commercial Service (USCS), part of the U.S. Department of Commerce’s International Trade Administration, and IITA are working together to provide targeted, affordable opportunities for the U.S. travel industry to connect with international buyers to showcase U.S. products and services. In addition to supporting Brand USA’s market efforts, these joint initiatives will also target smaller and emerging source markets with the focus on connecting buyers with salable product. Attendees will also learn about USCS’s full range of services and expertise in international trade. 

4:15 – 5:15 p.m.  What Shifts Are We Seeing in Emerging Markets?

Moderator:  David Huether, Deputy Director of Research, National Travel and Tourism Office

Emerging markets continually shape the landscape of international inbound travel, as many of these markets offer billions of potential travelers for the U.S. Growth from Southeast Asia, the Middle East and Eastern Europe is outpacing other markets. This session will explore the latest trends and indicators pointing towards the rise of new travel markets and some that are making a comeback. and understand the factors contributing to their growth.

Tuesday, February 13

9 – 10:45 a.m.  Member Forums: Shaping the Future of Inbound Travel, Together

A Summit favorite – Members will have the opportunity for open dialogue with their peers about the state of inbound travel to the USA, that is, what their travel sectors are experiencing in the wake of the pandemic. What challenges and opportunities will the inbound industry face in 2024 and how can the IITA inbound expert community work together to shape a prosperous future for all?

Inbound Operators and DMOs/Suppliers will first meet in breakout groups, and then come together to discuss areas of common interest.

11:15 – 12:15    All Member Forum

Wednesday, February 14

9 – 10:00 a.m.  The Power of Sports Tourism: Attracting International Visitors and Its Long-Term Impact on Destinations

Speaker: Luisa Mendoza, Luisa Mendoza, GTSE – Global Tourism Sports & Entertainment

Explore the growing allure of sports tourism in the USA and its magnetic pull on international visitors. This session will examine how coming events like the FIFA World Cup and the Olympics, as well as other major sporting events like Super Bowl, NBA Finals, and Major League Baseball attract global audiences and drive significant economic impact to host cities during these events. Attendees will gain insights into how sports tourism reshapes local economies, enhances cultural exchange, and positions the USA as a premier destination for international travel.

10:10 – 11:00 a.m.  America's Indigenous Tourism: A Unique Cultural Experience for International Travelers

Speaker: Sherry Rupert, CEO, AIANTA – American Indian Alaska Native Travel Association

This session delves into the growing appeal of Indigenous tourism in the United States for international visitors. It will explore the rich cultural heritage, diverse traditions, and deep connections to the land that Indigenous communities offer. Discover how these authentic experiences, from guided tours on sacred lands to traditional art, food, and storytelling, are attracting travelers from around the world who seek a deeper understanding of America's original cultures. The session will also address how tourism can support Indigenous communities economically while preserving and respecting cultural heritage.

11:15 a.m. – 12:15 p.m.  Balancing Inbound Operators' Needs with Hotel Revenue Strategies: Unlocking International Business Potential

This dynamic panel of inbound operators and hotel revenue managers will delve into strategies for fostering collaboration and understanding between these two crucial sectors. Explore ways to align priorities, streamline booking processes, and optimize inventory and pricing to drive international inbound business growth. Panelists will share valuable insights on building strong partnerships that enhance service quality, boost bookings, and improve profitability. Gain actionable tips, best practices, and communication strategies to create a more cohesive and thriving travel industry.

11:15 a.m. – 12:15 p.m.  Tomorrow’s Changemakers – How Will Today’s Generation Reshape Our Industry?

Moderator: Carylann Assante, CEO at SYTA - Student & Youth Travel Association

This engaging session will explore how young travelers are reshaping the tourism landscape, from relying on social media influencers to booking trips online. his generation not only embraces DEIA+ (Diversity, Equity, Inclusion, Accessibility) but also expects sustainable practices as a given. As future business leaders, their choices and expectations are set to influence the travel industry, with a strong emphasis on AI, technology, and advanced innovations. Gain insights into the preferences of this influential demographic and how to adapt to the evolving demands of youth travelers.

Panelists: Russ Hedge, CEO, HI USA; Keith Snode, CEO, Kaleidoscope Adventures; Roni Weiss, Executive Director, Travel Unity

12:30 – 1:30 p.m.  LUNCH 

1:45 – 2:45 p.m.  IITA/USCS: Partners in Export Promotion

Presenter: Daniel Bruner, International Trade Specialist and Global Travel & Tourism Team Member, U.S. Commercial Service

The U.S. Commercial Service (USCS), part of the U.S. Department of Commerce’s International Trade Administration, and IITA are working together to provide targeted, affordable opportunities for the U.S. travel industry to connect with international buyers to showcase U.S. products and services. In addition to supporting Brand USA’s market efforts, these joint initiatives will also target smaller and emerging source markets with the focus on connecting buyers with salable product. Attendees will also learn about USCS’s full range of services and expertise in international trade. 

3:00 – 4:00    What Shifts Are We Seeing in Emerging Markets?

Moderator:  David Huether, Deputy Director of Research, National Travel and Tourism Office

The landscape of international inbound travel is continually shaped by emerging markets, as many of these markets offer billions of potential travelers for the U.S. Growth from Southeast Asia, the Middle East and Eastern Europe is outpacing other markets. This session will explore the latest trends and indicators pointing towards the rise of new travel markets and some that are making a comeback. and understand the factors contributing to their growth.

Panelists: TBD

4:15 – 5:15 p.m.  Are You “International Ready?” Build Your Inbound Tourism from Soup to Nuts

Speaker: Jennifer Ackerson, President, Alon Tourism Solutions

As inbound travel continues to grow, learn how to work with the travel trade to create demand and maximize your international business ROI. It is more than just attending tradeshows!  Inbound operators need product to sell in the form of FIT, Group, and MICE, and DMOs need to understand the importance of international ready suppliers and what that means. From IITA’s Steps to Success trainer, you’ll learn masterful techniques in working effectively with the travel trade to yield a successful destination tourism plan!