As communities look to create lasting change to make their destinations more appealing to those who would live, work, and explore; destination marketing organizations (DMOs) have the ability to shape the collective impact that can transform a place. Collective impact requires thinking beyond single issues and activating support across sectors – from government, nonprofits, and the private sector. With dramatic social and economic change coming to communities, DMOs should play a significant role to impact travel and workforce attraction efforts for a place.

Most people know how to take a picture and post it to Instagram. But usually, that is all they do and what they don't realize is that they are seriously shortchanging themselves and missing out on reaching an up and coming demographic. In this talk, I want to show attendees how to leverage Instagram Stories, Instagram TV, Instagram ads, Instagram direct messaging and how to search for and use specific hashtags on Instagram that will extend their reach. This will be an action-packed training session and I have no doubt that by the time attendees leave this session, they will have a clear understanding of using these 5 channels on one platform to attract and build a loyal fan base who will ultimately patronize their businesses.

We all recognize networking as one of the most valuable tools in our quest to create a successful business or build a successful career. We understand with customers, potential customers, co-workers and bosses everything still revolves around trust. Social media and the internet have not eviscerated the need for trust.  One of the best ways a person can build trust is to be a giver. By being a giver you are acting to help the other person without explicitly expecting anything in return. When we give freely the person feels a sense of gratitude and indebtedness and will typically remember the giver when an opportunity arises where he/she can help the giver. A giver is not acting to further their own interests. Of course we must learn not to confuse a giver with a taker. We must also avoid being a doormat as a giver.  An ethic of compassion improves the bottom line  Managers often mistakenly believe that putting pressure on employees will increase their productivity. What it does is increase stress and research establishes that high levels of stress cost businesses a lot of money. Stress brings high health care costs and turnover costs.  A new field of research suggests that when organizations promote a culture of compassion rather than a culture of stress they may see a happier workplace but also a better bottom line. Positive social interactions have been shown to boost employee health by, for example, lowering heart rate and blood pressure and strengthening the immune system. Compassion can be as simple as recognizing someone’s distress or needs and offering to help.  Happy employees also make for improved customer service. They are more willing to help peers and to provide customer service on their own accord. These high quality relationships increase productivity levels as well as their commitment to the workplace.

AirBnB, Vacation Rentals, or Short-term Rentals, can be an economic benefit to communities. But, people are beginning to notice there are changes occurring in the industry, and government is having a tough time creating effective rules. Matt Curtis talks about the changing travel trends around Vacation Rentals, the examples of communities and their economic research, and the impact on housing construction, tourism, retail, restaurants and more.

Canada is the second largest source of international visitor arrivals into Texas as well as a leading source of tourism revenue into the state. For many U.S. tourism suppliers, Canada is often a second thought when developing a North American marketing strategy. Canada is a lucrative market, but you have to understand the Canadian consumer, travel trade and media market to entice them. I’ll provide valuable insight into the Canadian consumer and how to effectively appeal and work with them. I’ll review current travel trends, challenges and opportunities in the market, show highlights of Travel Texas FY 2018 efforts in Canada, talk about the plan of action for FY 2019 and how attendees can participate and benefit as co-op partners. Attendees will leave the presentation with a better understanding of the market and how to attract Canadian travelers to their destination, attraction, etc.

What is happening here and now? This talk reveals burgeoning trends in travel and tourism. Using national and local data from a variety of sources, the economy is scrutinized and put into perspective.  A broad range of data is delved into and interpreted from multiple travel segments such as hotels, restaurants, attractions, air travel and more. Economic factors that influence travel are also evaluated including employment, energy and fuel costs, transportation, and infrastructure. Marketing, technology, generational differences, and other tourism industry influencers are also explored. Learn how business, the economy and hospitality are connected and how your organization can capitalize on these trends in this lively one-hour presentation.

A step-by-step, real world discussion and teachings of the 5 most common social media mistakes that CVBs, towns and destination businesses make and how to overcome them. This discussion is about proven best practices with content strategy. What works. What doesn’t. In this discussion, speaker Darren Drewitz of MindEcology will share his real-world case studies of what he has learned in directing the social media strategy for over a dozen Texas CVBs, Chambers, Lodging and entertainment-destination businesses.

We will examine the buyer seller relationship utilizing the DISC personality’s model. (Dominate, Influencing, Steady, Cautious). You’ll experience real-life hotel seller/meeting planner case scenarios on stage and will evaluate each performance.

The Texas Parks and Wildlife Department administers the Local Park Grants program which provides funding for communities throughout the state to construct, renovate and enhance recreation opportunities for citizens and visitors. These opportunities can range from competition sports complexes, recreation centers, hike and bike trails, community gardens, playgrounds and splashpads. This presentation will cover all the available grant opportunities through TPWD, who is eligible, how to apply, and how these opportunities can improve the marketability of local communities.

Scholarship awards to be presented during luncheon.

By incorporating Texas mythology and the western movie metaphor, the speaker will take the audience on a journey of today' marketing wild west and provide strategies for professional and personal prosperity.  Via data visualization and multi-media content, the speaker will bring the current marketing ecosystem to life.   Ed's address will include insights into current media tools and advertising tactics (traditional, SEM, social media and more)  as well as broader business philosophies such as The Experience Economy and rendering authenticity which is driving the future of Texas Tourism.

Over the last few years, decision-makers in every line of business have come to appreciate that merely having information isn't good enough. We have to concentrate on how we read, communicate, and parse that information, as well, if we want to lead our organizations to success. As destination marketers, we have access to a wealth of data from a wide variety sources.

With an estimated 8.1 million visitors a year, Mexico is by far the largest international source of visitation to Texas. In this session you will get an overview of the Mexico market, updates on travel trends, and tips on how to attract visitation from that country. Co-op partnership opportunities for FY 2019 will also be discussed.