2024 Summit Education Program
9 a.m. – 12:15 p.m. General Sessions
9 – 10:30 a.m. IITA Annual Meeting & U.S. Government Updates
Annual Meeting
Presenters: Rafael Villaneuva, IITA Summit Chairman & CEO, Travel Nevada; Peter van Berkel, IITA Chairman & President, Travalco; Lisa Simon, CEO / Executive Director, IITA
Join IITA leadership to hear an update on association business, Board of Directors election and 2024 priorities.
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; Brian McInerney, Director, Visa Services, Bureau for Consular Affairs, U.S. Department of State; Michael Neibert, Director, Area Port of Memphis, Customs and Border Patrol, U.S. Department of Homeland Security
Hear from U.S. Government leaders of the National Travel and Tourism Office and the Visa Services Office for updates on the National Travel and Tourism Strategy, including specific market programs for 2024-25, and progress in Visa processing and entry procedures for international visitors. Prepare your questions for an interaction discussion.
10:45 – 11:15 a.m. Brand USA – Uniting the Industry to Deliver the Promise
Featuring: Chris Thompson, President and CEO of Brand USA
Having played a pivotal role in promoting the United States as a premier travel destination, Chris Thompson has led Brand USA to achieve remarkable milestones, including increased international visitation, and enhanced global awareness of the diverse offerings across the country. Set to retire in May, Thompson will share his strategic vision for positioning the USA as a global leader in international travel.
11:15 a.m. – 12:15 p.m. Navigating Tomorrow: USA’s Roadmap in the Face of Disruption
Moderator: Fred Dixon, President and CEO, New York City Tourism + Conventions
Inbound tourism is undergoing transformative change, accelerated by the pandemic – reduction in air travel routes, uneven market recovery, loss of international experience, changes in the workforce/place and technology advancements, including AI. Today’s travel professionals must embrace disruption and be prepared to adapt. Hear from DMO leaders from across the country on how the U.S. will remain competitive in the face of disruption.
Panelists: Hubertus Funke, Executive Vice President & Chief Tourism Officer, San Francisco Travel Association; Tony Lyle, Executive Director, Visit Galveston; John Percy, President and CEO, Destination Niagara USA
12:30 – 1:30 p.m. LUNCH
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; Florian Herrmann, CEO, Herrmann Global
From marketing plans to measuring ROI, learn how to work with the travel trade to create demand and build a measurable campaign targeting markets best suited for your destination and experiences. A combination of IITA’s International Inbound Steps to Success training and Herrmann Global’s data-based campaign strategy, you’ll learn smart marketing strategies where data intelligence and masterful techniques in working with the travel trade yield a successful destination tourism plan!
3 – 4 p.m. How to Leverage U.S. Embassies and Consulates to Target and Amplify Your Marketing Efforts
Speakers: Karen Ballard, Global Travel & Tourism Team Lead U.S. Commercial Service, International Trade Administration; Nancy Richardson, Senior Tourism Marketing Specialist at Idaho Department of Commerce – Tourism Development
Karen Ballard, Global Team Leader with the U.S. Commercial Service (USCS), was once a customer of this division of the U.S. Department of Commerce’s International Trade Administration, when she worked for Idaho Tourism. Karen later became a Foreign Commercial Service Officer working in the Las Vegas office before serving in the U.S. Consulate in Sydney and then the U.S. Embassy in Argentina. She’s learned how our diplomatic missions tick and knows how to support clients like you in those markets. Travel destinations and companies can find assistance locally in more than 100 U.S. Commercial Service offices nationwide and in more than 70 international offices-but how best to use these resources?. When she became Tourism Director of Idaho, Karen hired Nancy Richardson to take over her international inbound portfolio, and the two will tag team in this session to demonstrate how you can work with USCS to reach multiple markets and maximize your inbound marketing dollars.
4:15 – 5:15 p.m. Join the Billionaires Club: Navigating Emerging and Re-emerging International Markets with Billions of Potential Travelers
Moderator: Karen Ballard, Global Travel & Tourism Team Lead, U.S. Commercial Service, International Trade Administration
In a world of constant change and evolving post-pandemic global dynamics, the landscape of international travel is continually shaped by emerging and re-emerging markets. Explore the latest trends and indicators pointing towards the rise of new travel markets and those that are making a comeback, and understand the factors contributing to their growth.
Panelists: Brian Beall, Director, National Travel & Tourism Office, U.S. Department of Commerce; Makiko Matsuda Healy, Senior Vice President of Tourism Market Development, New York City Tourism + Conventions; Carl Vaz, Chairman & CEO, Charson Advisory Services Pvt Ltd and President – SKAL International India.
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 challenges and opportunities their travel sectors are experiencing in the wake of the pandemic. Additionally, the groups will individually provide input into the organization’s priorities, and then come together for a full discussion on how the IITA inbound expert community can collaborate to shape a prosperous future for all.
Inbound Operator Forum
Facilitator: Helen Marano, Senior Vice President, Longwoods International
Guest Speaker: Kurt Rausch, Chief of Commercial Services, National Park Service
Kurt Rausch will provide an update on reservation systems and plans for the impending systemwide requirement for tour operator CUAs (Commercial Use Authorization). Plans for both include the opportunity for public and industry input before implementation.
DMO & Supplier Forum
Facilitator: Julie Heizer, IITA Ambassador
9 a.m. – 12:15 p.m. Education Program, sponsored by BWH Hotels
9 – 9:50 a.m. General Session: Global Perspectives: Insights from Inbound Operators
Moderator: Jackie Ennis, Vice President of Global Markets, Brand USA
Join this distinguished panel of Inbound Operators for an enlightening discussion on the trends, challenges, and opportunities shaping the inbound travel landscape, with firsthand insights from experts from key source markets. From technology reshaping the distribution landscape to demands for sustainable travel products and best practices to the cultural nuances of different markets.
Panelists: Annie Bittencourt Correa, CEO, Aloha of America and OnStage Academy; Umang Malbari, President, Discover Destinations; Peter van Berkel, President, Travalco & IITA Chairman
10 – 11 a.m. AI for Business: How this New Tool Can be Used for Good, Not Evil
Speaker: Tim Hines, Speaker/Author/Podcast Host, Marketing Starter Group, LLC
The robots are coming – take your jobs or make them better? The dramatic rise of AI has nearly every tourism marketer both excited and concerned about the future. This presentation will dive deep into what AI marketing is, where it’s heading, and how you can capitalize on this new technology. It will also cover key tactics and tools that you can get started with right away that will make AI work for you, not against you.
11:15 a.m. – 12:15 p.m. AI in the Travel Space
Moderator: Tim Hines, Speaker/Author/Podcast Host, Marketing Starter Group, LLC
In a rapidly evolving travel landscape, Artificial Intelligence (AI) stands as a game-changer, revolutionizing how we plan, experience, and manage travel. This session will dive into the latest innovations, applications, and strategies for effectively integrating AI in your tourism business, as well as key questions around AI ethics and legal considerations. You’ll gain a better understanding of the transformative power of AI in the travel and tourism industry.
Panelists: Alexa Berube, Co-founder, Reposite; Dan Flores, Vice President of Sales, Satisfi Labs; Kyle Zelazny, Attorney, Ment Law Group
11:15 a.m. – 12:15 p.m. Inclusion is Sustainability: Building Meaningful Travel That Benefits All
Moderator: Greg Takehara, CEO, Tourism Cares
International travel has the power to inspire positive change; embracing inclusion becomes a cornerstone for sustainable tourism. This seminar is an invitation to explore the intersection of inclusivity and sustainability in the travel industry. Join us for a thought-provoking session where industry leaders and advocates delve into how building meaningful, inclusive travel experiences not only benefits individuals but contributes to the long-term sustainability of destinations.
Panelists: Karin M. Aaron, President/CEO, New Green Book for Travel; Kristy Durso, Owner, Incredible Memories Travel and co-founder, Spectrum of Accessibility; Sherry Rupert, CEO, AIANTA – American Indian Alaska Native Travel Association; Roni Weiss, Executive Director, Travel Unity
11:15 a.m. – 12:15 p.m. Aligning Stars: A Dialogue Between Inbound Tour Operators and Hotel Revenue Managers
Moderator: Nick Hentschel, COO, AmericanTours International
Unlock the secrets to a harmonious collaboration between Inbound Operators and Hotel Revenue Managers in this insightful panel discussion. As essential components of the travel ecosystem, the synergy between inbound operators and hotels is crucial for providing seamless and exceptional experiences for the travel trade and ultimately the international travelers. Join our expert panel as they navigate the challenges, share success stories, and uncover strategies for optimizing partnerships that benefit both sectors.
Panelists: Shanon Jones, Manager, Revenue for Hire Programs|Revenue Management Services, BWH Hotels; Anthony Batista, VP of Revenue Management and Operations, Bonotel Exclusive Hotels
1:45 – 2:45 p.m. Join the Billionaires Club: Navigating Emerging and Re-emerging International Markets with Billions of Potential Travelers
Moderator: Karen Ballard, Global Travel & Tourism Team Lead, U.S. Commercial Service, International Trade Administration
In a world of constant change and evolving post-pandemic global dynamics, the landscape of international travel is continually shaped by emerging and re-emerging markets. Explore the latest trends and indicators pointing towards the rise of new travel markets and those that are making a comeback, and understand the factors contributing to their growth.
Panelists: Makiko Matsuda Healy, Senior Vice President of Tourism Market Development for New York City Tourism + Conventions; Carl Vaz, Chairman & CEO, Charson Advisory Services Pvt Ltd and President – SKAL International India.
3 – 4 p.m. Are you “international ready?” Build Your Inbound Tourism from Soup to Nuts
Speakers: Jennifer Ackerson, President, Alon Tourism Solutions; Florian Herrmann, CEO, Herrmann Global
From marketing plans to measuring ROI, learn how to work with the travel trade to create demand and build a measurable campaign targeting markets best suited for your destination and experiences. A combination of IITA’s International Inbound Steps to Success training and Hermann Global’s data-based campaign strategy, you’ll learn smart marketing strategies where data intelligence and masterful techniques in working with the travel trade yield a successful destination tourism plan!
4:15 – 5:15 p.m. How to Leverage U.S. Embassies and Consulates to Target and Amplify Your Marketing Efforts
Speakers: Karen Ballard, Global Travel & Tourism Team Lead U.S. Commercial Service, International Trade Administration; Nancy Richardson, Senior Tourism Marketing Specialist at Idaho Department of Commerce – Tourism Development
Karen Ballard, Global Team Leader with the U.S. Commercial Service (USCS), was once a customer of this division of the U.S. Department of Commerce’s International Trade Administration, when she worked for Idaho Tourism. Karen later became a Foreign Commercial Service Officer working in the Las Vegas office before serving in the U.S. Consulate in Sydney and then the U.S. Embassy in Argentina. She’s learned how our diplomatic missions tick and knows how to support clients like you in those markets. Travel destinations and companies can find assistance locally in more than 100 U.S. Commercial Service offices nationwide and in more than 70 international offices-but how best to use these resources? When she became Tourism Director of Idaho, Karen hired Nancy Richardson to take over her international inbound portfolio, and the two will tag team in this session to demonstrate how you can work with USCS to reach multiple markets and maximize your inbound marketing dollars.