Monday, February 10


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

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

IITA leaders will share progress on the association's programs and services and a look at priorities going forward. 

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

Moderator: Lena Ross, IITA Chairwoman & COO, America 4 You

IITA Chairwoman Lena Ross moderates as 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.

Panelists: Brian Beall, Director, National Travel and Tourism Office, International Trade Administration, U.S. Department of Commerce; James “Ryan” Hutton, Acting Port Director, San Francisco Area Port; Ryan Edward Twito, Acting Assistant Port Director, San Francisco Area Port

10:45 – 11:15 a.m.  Keynote: Brand USA 

Featuring: Fred Dixon, President & 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

Moderator: Fred Dixon, President & CEO of Brand USA

The U.S. will host several major upcoming events, including the FIFA World Cup, America250, 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 and host cities, including long-term growth, brand visibility, and a more vibrant tourism economy.

Panelist: Adam Burke, President and CEO, Los Angeles Tourism & Convention Board; Heather Egan, Director of Leisure & International Sales, Grapevine Convention & Visitors Bureau; Jackie Ennis, Vice President, Global Trade Development, Brand USA; Tyler Gosnell, Managing Director of International Inbound Travel, U.S. Travel Association

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.  DEI – Navigating the Headwinds in a Divisive Moment in Time

Moderator: Greg Takehara, CEO, Tourism Cares 

In an era of fluctuating political landscapes, the focus on DEI remains critical for businesses committed to long-term success. This panel brings together leaders and experts to discuss how organizations can navigate political challenges while maintaining DEI objectives. Panelists will share insights on effective strategies, innovative practices, the reinforcement of a strong business case, and the importance of resilience in adversity.

Panelist: Roni Weiss, Executive Director, Travel Unity

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 help us understand the factors contributing to their growth.

Panelists: Alfredo Gonzalez, International Sales Specialist, Discover Long Island; Makiko Matsuda Healy, Senior Vice President of Tourism Market Development, New York City Tourism + Conventions; Florian Herrmann, CEO & Founder, Herrmann Global

Tuesday, February 11

 

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. 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 12
Education Program, sponsored by BWH Hotels
(9 a.m. – 12:15 p.m.)

9 – 9:50 a.m.  General Session: Aligning Tourism Education with Industry Workforce Needs

Moderator: Lisa Simon, CEO / Executive Director, IITA

IITA members identified Education as the greatest industry need and the association’s priority. IITA CEO Lisa Simon engages a dynamic panel of tourism educators in a discussion about workforce challenges and how the academic community is driving innovation in tourism education and practice to align educational initiatives with industry needs.

Ted Bravos, Founder & CEO, International Tour Management Institute; Summer Valente, Professional-in-Residence, Global Tourism and Strategic Management, Utah Valley University; Saeed Vayghan, Ph.D., Assistant Professor of Hotel and Resort Management, Utah Tech University

10:00 - 11:00 a.m.  The Power of Sports Tourism: Attracting International Visitors and Its Long-Term Impact on Destinations

Speaker: Luisa Mendoza, Founder & CEO, 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.

Panelists: Jeff Gayduk, President, Premier Travel Media; Brandon Furyk, Vice President, Onward Travel Group; Mark Topley, Head of Tourism Sales, New York Yankees

10:00 – 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.

Panelists: Donovan Hanley, Board Member, Navajo Nation Hospitality Enterprise; Tina Mt. Pleasant, Director of Travel Trade Sales, Destination Niagara; Lena Ross, IITA Chairwoman & COO, America 4 You; Greg Takehara, CEO, Tourism Cares

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

Moderator: Jennifer Ackerson, President, Alon Tourism Solutions

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.

Panelists: Steven Combs, Director of Revenue Management, Grand America Hotels & Resorts; Gisa Kusserow-Hanson, VP of Contracting and Product Partnerships, AlliedNewWorld; Shanon Jones, Senior Manager, Revenue for Hire Programs|Revenue Management Services, BWH Hotels; Roie Zuk, President, Amadeo Travel Solutions

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

Moderator: Carylann Assante, CEO, 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. This 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.  DEI – Navigating the Headwinds in a Divisive Moment in Time

Moderator: Greg Takehara, CEO, Tourism Cares 

In an era of fluctuating political landscapes, the focus on DEI remains critical for businesses committed to long-term success. This panel brings together leaders and experts to discuss how organizations can navigate political challenges while maintaining DEI objectives. Panelists will share insights on effective strategies, innovative practices, the reinforcement of a strong business case, and the importance of resilience in adversity.

Panelist: Roni Weiss, Executive Director, Travel Unity

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 help us understand the factors contributing to their growth.

Panelists: Alfredo Gonzalez, International Sales Specialist, Discover Long Island; Makiko Matsuda Healy, Senior Vice President of Tourism Market Development, New York City Tourism + Conventions; Florian Herrmann, CEO & Founder, Herrmann Global

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!