Are you a first-time attendee for the upcoming Annual Convention in Chicago, July 9-11? Welcome aboard! To ensure you make the most out of this gathering of industry leaders, colleagues and peers, we invite you to our virtual Annual Convention First-Time Attendee Orientation. You will hear about the convention’s purpose, get an overview of the sessions, keynotes, networking opportunities, partner Flashes of Brilliance, and an opportunity to ask any questions you might have about the conference. IMPORTANT NOTE: This opportunity is ONLY available for those registered for Destinations International Annual Convention, July 9-11 in Chicago, IL. The orientation will be recorded, and the recording will be made available to all registrants within 1-2 days following the conclusion of the session.

Tourism marketers often focus on bookings, but what if that’s the wrong goal? This session will explore what tourism can learn from the automotive world. Using the auto industry’s tier 1–2–3 model as a lens (manufacturer–region–dealer), we’ll examine the parallels to state tourism offices, destinations, and finally hotels, and discuss why measuring intent isn’t enough. This webinar will also cover how OTAs impact margins, why loyalty and retention matter more than ever, and how DMOs can shift their role, from chasing conversions to driving real demand and letting stakeholders close the deal. You'll leave with fresh thinking on how to measure the unmodeled value of your efforts and create strategies that lift your entire destination, not just room nights.