Summit 2026 Education
Monday, February 9
8:45 - 9:45 a.m. Welcome & General Session - Sponsored by Maid of the Mist Corp.
Host City Welcome
Speakers: Jamie Jacob of the Seneca, Turtle Clan; Kevin Nephew, President & CEO, Seneca Gaming; Robert Restaino, Mayor, NIagara Falls; John Percy, President & CEO, Destination Niagara Falls USA
Featured Address – Robert O'Leary, U.S. Deputy Assistant Secretary for Travel and Tourism
Newly appointed Robert O’Leary, Deputy Assistant Secretary, U.S. National Travel and Tourism Office, will share an update on the federal government’s priorities for international inbound travel, current market conditions, and the role of public–private collaboration in strengthening U.S. competitiveness and welcoming international visitors.
Keynote - America the Beautiful and Beyond: Brand USA’s Strategy for Inbound Growth - Sponsored by Maid of the Mist Corp.
Speakers: Fred Dixon, President & CEO, Brand USA; Janette Roush, Chief AI Officer & SVP of Innovation, Brand USA
Brand USA’s Fred Dixon and Janette Roush provide an in-depth look at how America the Beautiful is more than just a campaign—it’s the foundation of Brand USA’s entire global strategy. Together, they will share how the campaign’s themes and storytelling are woven through every facet of Brand USA’s programs and services, connecting destinations, trade partners, and travelers worldwide. The session will also spotlight how artificial intelligence is central to this integration—powering smarter insights, personalized engagement, and more effective collaboration across markets to drive international visitation to the United States.
9:45 - 10:00 a.m. Break
10:00 – 11:00 a.m. Education Session - Understanding the Data: Making Sense of Inbound Trends
Moderator: Julie Heizer, Ambassador, IITA
In an era of shifting global travel patterns, accurate data is more critical than ever. This session brings together leading researchers and analysts for a deep dive into what the numbers are really telling us. The panel will unpack where and why declines have occurred, highlight differences among key markets, and share forecasts for the year ahead. Attendees will leave with a clearer picture of the current state of inbound travel, actionable insights for planning, and guidance on which data sources to trust for sound decision-making.
Panelists: David Huether, Deputy Director of Research, National Travel and Tourism Office; Scott Johnson, President & CEO, Travel Market Insights; Daryl Cronk, Senior Economist, Tourism Economics
11:00 - 11:20 a.m. Break - Sponsored by Colorado Tourism
11:20 - 12:20 p.m. Canada at a Crossroads: The State of America’s Largest Inbound Market
Moderator: Lisa Simon, CEO | Executive Director, IITA
Canada – largest U.S. source market — is down an estimated 25 percent in 2025, which impacts destinations and tourism businesses nationwide. This session examines what’s happening, why it matters, and what comes next. The panel will share on-the-ground perspectives — what they are seeing in their markets, how the decline is affecting the industry, and their outlook for recovery. Together, the session examines whether this downturn is temporary or structural — and what it will take to rebuild demand and confidence in cross-border travel.
Panelists: Terry Dale, President & CEO, U.S. Tour Operators Association; Scott Johnson, President & CEO, Travel Market Insights; Catherine Prather, President, National Tour Association; Greg Marshall, Founder, Genesee Journeys, LLC
12:30 - 1:30 p.m. LUNCHEON - Sponsored by New York State Tourism
1:45 – 2:45 p.m. General Session - Mobilizing Our Voice to Protect America’s Welcome
Moderator: Lena Ross, IITA Chairwoman & COO, America 4 You
Inbound travel depends on policies that keep the U.S. open and competitive. In this dynamic advocacy session, IITA Chair Lena Ross moderates a conversation with leading industry advocates and policy experts for updates on key issues—from the proposed $250 Visa Integrity Fee and National Park surcharge to the impact of new U.S. policies and procedures on international visitation. Learn about recent advocacy wins, ongoing concerns, and how IITA’s Advocacy Team is engaging policymakers to ensure the U.S. remains a competitive, welcoming destination for global travelers.
Panelists: Emily Douce, Deputy Vice President for Government Affairs, National Parks Conservation Association; Peter van Berkel, IITA Advocacy Chair, President, Travalco; Erica Jones, Senior Director, Government Relations, U.S. Travel Association
2:45 - 3:00 p.m. Break - Sponsored by Maid of the Mist Corporation
3:00 – 4:00 p.m. Education Session - Collaborate with Tour Operators and Assess the Return on Investment
Moderator: Florian Hermann, President & CEO, Hermann Global
Tour operators play a crucial role in enhancing the value of destinations. However, accurately reporting key performance indicators (KPIs) to stakeholders can be challenging. In this panel discussion, we will share best practices for effectively measuring the return on investment (ROI) of marketing campaigns and tour operator cooperatives.
Panelist: Tilo Krause-Dünow, CEO & Founder, CANUSA TOURISTIK; Rachel Bremer, Director of Global Markets, Utah Tourism
4:00 PM - 4:15 PM Break - Sponsored by Visit Lauderdale
4:15 – 5:15 p.m. Education Session - AI in Action: Harnessing Artificial Intelligence for Inbound Travel Operations & Discoverability
Speakers: Jason Reckers, Founder, Nexus K3, Inc; Janette Roush, Chief AI Officer & SVP of Innovation, Brand USA
Artificial intelligence is rapidly reshaping how travelers search and plan their travel options. The inbound travel sector must adapt to remain visible and competitive. This session will demystify AI’s role in the travel ecosystem – including B2B interactions – and offer practical guidance on how inbound operators, DMOs, suppliers, and other tourism professionals can integrate AI into daily operations and marketing strategy. Learn how AI-powered tools are influencing global trip-planning behavior, what “AI discoverability” really means, and why structured content, data clarity, and digital alignment are essential for getting your destination or product surfaced by today’s intelligent travel platforms.
Tuesday, February 10
9:00 - 11:00 a.m. All Member Forum: Shaping the Future of Inbound Travel, Together
Speakers: Dr. Lori Pennington-Gray, Ph.D., Endowed Professor and Director, Tourism and Economic Development, University of South Carolina; Jason Reckers, CEO, Nexus K3; Peter Ricci, Hospitality & Tourism Management Director, Florida Atlantic University
Following the panel discussion, attendees will break into small group roundtable discussions around the key topics discussed by the panel:
- Emergency Preparedness
- AI’s Role in the Ecosystem
- Tourism Talent Pool
Participants will share real-world experiences, identify industry needs, collaborate on solutions, and walk away with actionable ideas, peer insights, and a roadmap to future-ready your business.
11:00 - 11:15 a.m. Break - Sponsored by Visit Greater Palm Springs
11:15 - 12:15 p.m. Member Forum Breakouts
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 industry face in 2026, and how can the IITA inbound expert community work together to shape a prosperous future for all?
- Inbound Operator Forum - Sponsored by The Church of Jesus Christ of the Latter-Day Saints
- DMO/Tour Supplier Forum
12:30 - 12:50 p.m. Sightseeing Box Lunch Distribution (Present Ticket) - Sponsored by Niagara Falls USA
Wednesday, February 12
Education Program, sponsored by BWH Hotels
(9 a.m. – 12:15 p.m.)
8:45 – 9:45 a.m. General Session - Partnering with America’s First Nations — Indigenous Product Development for International Travel - Sponsored by BWH Hotels
Moderator: Donovan Hanley, Board Member, Navajo Nation Hospitality Enterprise
The interwoven worlds of cultural tourism and indigenous tourism is a unique balance in our destinations, and they align together to offer what has been curated as meaningful opportunities for community-driven economic growth, cultural preservation and the protection of tribal sovereignty. Engage with this panel of industry professionals, as they explore how indigenous tourism entities, DMOs, and Tribal leaders collaborate to develop market-ready products that honor living cultures while meeting the needs of the global travel trade. Together, these perspectives highlight how thoughtful Indigenous product development strengthens communities, enriches itineraries, and gives international visitors a deeper understanding of the United States through its First Nations.
Panelists: Marita Ross, CEO, America 4 You; Fred Walker, Global Marketing Manager, North Dakota Tourism; Sherry Rupert, CEO, American Indigenous Tourism Association (Paiute/Washoe)
9:45 - 10:00 a.m. Break
10:00 - 11:00 a.m. Education Session - Beyond the Acronym: Advancing Inclusion Through the Power of Travel - Sponsored by BWH Hotels
Moderator: Roni Weiss, Executive Director, Travel Unity
Even as public discourse around diversity, equity, and inclusion evolves, the travel industry continues to lead by example—building connections across cultures, communities, and perspectives. This session explores how destinations, operators, and travel organizations are keeping the spirit of inclusion alive through authentic engagement, workforce development, and product storytelling. Together, we’ll discuss how travel’s unique ability to bridge divides can continue to strengthen communities and global understanding, regardless of changing terminology or political climates.
Panelists: Adam Burke, President & CEO, Los Angeles Tourism & Convention Board; Elliott Ferguson, President & CEO, Destination DC; Stacy Ritter, President & CEO, Visit Lauderdale; Greg Takehara, CEO, Tourism Cares
11:00 - 11:20 a.m. Break - Sponsored by Niagara Falls Magic Theatre USA
11:20 - 12:20 p.m. Education Session - Community-Led Experiences: Turning Local Pride into Inbound-Ready Product - Sponsored by BWH Hotels
Moderator: Helen Marano, Founder of Marano Perspectives
As global travelers seek more authentic, story-driven experiences, cultural and heritage tourism is emerging as a key growth sector for the U.S. inbound market. This session explores how DMOs, inbound operators, and local partners can collaborate to create immersive products that celebrate America’s diverse cultures while strengthening community pride and economic sustainability.
Panelists: Richard Peterson, President & CEO of the U.S. Cultural & Heritage Marketing Council; Sally Davis Berry, Director of Tourism for the Great Lakes St. Lawrence Governors & Premiers
12:30 - 1:30 p.m. LUNCHEON - Sponsored by Gtr. Birmingham Conv. & Visitors Bureau, Alabama Tourism and IPW
1:45 – 2:45 p.m. Hotels First – Why Inbound Operator–Hotel Alignment Is Foundational to Destination Development - Sponsored by BWH Hotels 
Moderator: Jennifer Ackerson, President, Alon Tourism Solutions
This panel brings together inbound operators and hotel revenue managers to examine the relationship that determines whether a destination can be sold in the international travel trade. Without hotel contracts, inbound operators cannot build itineraries or bring a destination to market. Panelists will share perspectives from both sides of the table, exploring what successful alignment looks like, where friction persists, and how earlier collaboration can unlock inbound business. The discussion will focus on practical approaches to improving communication, aligning pricing and contracting strategies, and building long-term partnerships that support destination development and sustainable international demand.
Panelists: Quintin Blair, Vice President: Leisure Travel Development, Blair Hotels; Kiersty Kastner-Burr, Senior Director Travel Trade, Crescent Hotels & Resorts; Hylton Fothergill, Senior Contract Manager, Bonotel Exclusive Travel; Emmanuelle Vaugeois, CEO & Founder, Scenic Roads
2:45 PM - 3:00 PM Break - Sponsored by Seneca Niagara Resort & Casino
3:00 – 4:00 p.m. Education Session - Measuring What Matters: Defining ROI for Travel Trade Success in DMOs - Sponsored by BWH Hotels
Moderator: Ted Bowen, Tourism Initiatives, Sales, Visit Galveston
As international inbound travel rebounds, DMOs must justify investments in trade missions, sales calls and global partnerships. This discussion will address how travel trade managers can better quantify their contributions to inbound visitor growth and demonstrate value to stakeholders in an increasingly data-driven environment.
Panelists: Andrea Blankenship, Deputy Director, International Sales, Colorado Tourism Office; Angel Green, Director of Leisure Sales, Visit Oklahoma City; Mindy Shea, Director, International Sales, Visit Savannah
4:00 PM - 4:15 PM Break
4:15 – 5:15 p.m. Education Session - From Stadiums to Stayovers – Turning Sports into International Tourism Wins - Sponsored by BWH Hotels
This session explores how sports events can be leveraged as gateways to destination discovery, from pre- and post-event travel programs to regional dispersal strategies that move visitors beyond the venue. Panelists will discuss how to convert sports interest into longer stays, broader itineraries, and repeat international visitation. Attendees will gain practical insights on building sellable sports-led itineraries and using sports to showcase culture, food, nature, and community – ensuring sports tourism delivers lasting economic and reputational value well beyond game day.
Speakers: Luisa Mendoza, Founder & CEO, GTSE – Global Sports Tourism & Entertainment; Janis Burke, International Director, Sports Events & Tourism Association; Greg Gelinas, Director of Sports Development, Buffalo Sports Commission