Join us to learn why destination organizations should expand their definition of success to embrace Community Shared Values, why sports tourism should be included in those values, and how visitors can fund sports events and facilities to help build a better community.

Destination organizations have begun to embrace the concept that the local resident is the industry’s most important customer – a vital partner in the development and prosperity of this industry. As such, resident sentiment has become the new “essential KPI.” This session will make available for the first time, the results from the 2021 National Resident Sentiment Study Towards Tourism for both Canada and the United States.

​Join True Omni as they share insights about current and future programs that help drive sustainability efforts and cultural awareness through local programs in-destination.