Across North America and beyond, destination leaders are increasingly seeking ways to engage Indigenous communities with respect and authenticity. Yet many still feel uncertain about where to begin or how to deepen their commitment. This interactive session creates space to start that journey together. Join Social Impact Committee Leads Teresa Ryder, Director of Partnerships at the Indigenous Tourism Association of Canada and Rebecca Thomas, Public Relations Specialist at Discover Salt River for a dialogue on the importance of place, decolonizing our mindsets, and pathways to building meaningful relationships. Through speaker reflections and live Mentimeter engagement, we’ll address the discomfort of “getting it wrong" and the small but powerful shifts that help build trust with Indigenous communities. Whether you're just beginning or already on your path to reconciliation, this session invites you to pause, reflect, and take the next step toward becoming a more conscious and respectful destination leader.

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.