2021 Annual Convention

Recorded On: 07/14/2021

View recordings and presentations from the 2021 hybrid Annual Convention in Baltimore, MD, USA.

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General Sessions
Don Welsh Introduction
Recorded 07/14/2021
Recorded 07/14/2021 Destinations International President & CEO Don Welsh offers an overview of the industry and the upcoming convention.
PCMA Welcome
Recorded 07/14/2021
Recorded 07/14/2021 PCMA President & CEO Sherrif Karamat offers a welcome to the 2021 Annual Convention.
Brand USA Welcome
Recorded 07/14/2021
Recorded 07/14/2021 Brand USA President & CEO Chris Thompson offers a welcome to the 2021 Annual Convention.
Hall of Fame, Part 1
Recorded 07/14/2021
Recorded 07/14/2021 Congratulate Deb Archer and Larry Alexander, the first two recipients of the 2021 Hall of Fame Award.
Visit Baltimore Welcome
Recorded 07/14/2021
Recorded 07/14/2021 Join Visit Baltimore President & CEO, Al Hutchinson, as well as state and local elected officials for the Charm City's welcome.
Simpleview Welcome
Recorded 07/14/2021
Recorded 07/14/2021 Simpleview CEO Ryan George offers a welcome to the 2021 Annual Convention.
Hall of Fame, Part 2
Recorded 07/14/2021
Recorded 07/14/2021 Congratulate Marion Frances Szurek and Wayne Chappell on their induction into the 2021 Hall of Fame.
Destination Organization Leadership Award
Recorded 07/14/2021
Recorded 07/14/2021 Congratulate Elliott L. Ferguson, recipient of this year's Destination Organization Leadership Award.
30 Under 30
Recorded 07/14/2021
Recorded 07/14/2021 We take a moment to recognize the 2020 and 2021 classes of 30 Under 30 honorees.
Destinations International Business Meeting
Recorded 07/14/2021
Recorded 07/14/2021 Chief Advocacy Officer Jack Johnson conducts the annual business of the association and welcomes the new chairs of Destinations International and the Destinations International Foundation.
Keynote: Global All-Stars
Recorded 07/14/2021
Recorded 07/14/2021 Now in its tenth year at Destinations International’s Annual Convention, Global All-Stars continues to serve as a platform for showcasing insights, ideas and inspiration from around the world. Facilitated by Miles Partnership, this year’s session will feature five leading destinations from around the world, sharing ideas, insights and innovations for a post-COVID world. Visit Singapore led the world in their health and safety response to COVID-19 and in mapping an exciting hybrid future for events and conferences. Visit Iceland has been a pioneer in the reopening of international tourism after COVID-19 and a long time innovator in both destination marketing and management. And the City of Gothenburg, Sweden, ranked as the world’s most sustainable destination, has led the world in what ‘building back better’ means in practice. Leaders from the US will discuss how to turn local and global lessons into action, and how destinations must embrace and thrive in the face of disruption.
Baltimore Convention Center Welcome
Recorded 07/15/2021
Recorded 07/15/2021 Join Executive Director Peggy Daidakis from the Baltimore Convention Center as we recognize their efforts in supporting the local hospitality industry and COVID-19 response.
Cvent Welcome
Recorded 07/15/2021
Recorded 07/15/2021 Cvent Vice President Kevin Carr offers a welcome to the 2021 Annual Convention.
Simpleview Introduction
Recorded 07/15/2021
Recorded 07/15/2021 Simpleview CEO Ryan George offers some additional insight for convention attendees.
CDME Graduation
Recorded 07/15/2021
Recorded 07/15/2021 We recognize the CDME graduates from the classes of 2020 and 2021.
DMAP Recognition
Recorded 07/15/2021
Recorded 07/15/2021 We recognize the destination organizations that achieved their accreditation in 2020 and 2021.
MPI Introduction
Recorded 07/15/2021
Recorded 07/15/2021 MPI President & CEO Paul Van Deventer welcomes attendees and introduces the closing keynote speaker, Kevin Brown.
Keynote: Kevin Brown
Recorded 07/15/2021
Recorded 07/15/2021 Kevin's unconventional path to business and personal success has taught him that winning in business and in life requires anything but conventional thinking. Kevin is on a mission to help people and organizations embrace a simple philosophy that separates world-class organizations and high-performance people from everybody else. He is passionate about helping people expand their vision, develop their potential and grow their results.
Don Welsh Closing
Recorded 07/15/2021
Recorded 07/15/2021 President & CEO Don Welsh wraps up the convention with his key takeaways.
Concurrent Session Recordings
2021 Futures Study [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 Since 2014, NextFactor has partnered with Destinations International to deliver three major studies which provide a comprehensive overview of the most significant trends affecting both leisure tourism and business events, and a list of key strategies leaders can implement to help ensure the success of their organizations and destinations. During this session, Paul Ouimet will present the results of the new 2021 Futures Study and will provide insight into the key transformational opportunities for destination organizations to recover, grow and flourish.
2021 Tourism Lexicon [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 This marks the annual return of one the most prominent tactics to use when talking about your work as a community shared value. This year, beyond expanding globally, we have added themes surrounding civic, equitable, and social goods to include when talking to our stakeholders. Join us for a detailed overview of what has changed and what is important to know for 2021 and beyond.
Authentic Storytelling: How to Create and Distribute Compelling Series and Films [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 True storytelling, Hollywood style. Learn from the groundbreakers in tourism who are bringing true entertainment-first TV and film projects onto streaming platforms like Roku, Amazon Prime Video and Plex to inspire travel. In this session, you will hear about the metrics that matter to measure success, how to assign ROI and value to branded entertainment, how to work with streaming partners and how to cooperatively fund projects with partners and consumer brands.
Black CVB Leaders Open Letter to the Industry [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 The Black Leaders’ Open Letter to the Industry served as a wake- up call to create greater diversity in the industry. This session will provide an overview of where the leaders stand today, the outcomes of the letter, and the challenges and opportunities that have presented themselves in the past year, with an emphasis on how the letter affected change around how destination leaders think about and ensure equity, diversity and inclusion within their organizations.
Building Content Strategies That Drive Visitation [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 As the travel industry tries to regain momentum following a tumultuous 2020, the divide and disagreement among Americans has resulted in significant obstacles to destination marketing efforts. This past year of very limited in-person interactions has also greatly accelerated a new trend – having shared interests is becoming more important than having a personal connection. From social justice movements to groups with common issues uniting on Reddit, shared causes now bring people together more than ever. For destination organizations, this fundamental shift provides a huge opportunity to connect with consumers who are passionate about very specific things a destination has to offer. New digital tools and strategies available now make it is possible to deliver highly personalized and relevant content while reducing the risk of creating controversy. This panel of industry leaders will showcase how they are using social sentiment data to segment potential visitors in completely new ways to build content strategies that resonate with these audiences.
Business Events: One Size Does Not Fit All [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 As business event organizers strive to create meetings based on the organizations they serve, they are determining the event format that works best for their desired goals and outcomes. While hybrid may be the talk of the town, some planners are learning that only one format, i.e., face-to-face or virtual, fits their needs. This session will provide insights and strategies from Destinations International's Planner Influencer Board, on the future format of meetings and how destinations can provide support to deliver a successful experience.
Community Shared Value Roadmap and Workbook [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 Destinations International has called on each destination organization to consider their residents as their primary customers and to position the organization in such a way as to become a public good, a priority, a community shared value in each of their communities. When we observe organizations that have built a solid base of support in their community, as well as those who are less effective, we can say that there is specific set of core values that are either present or lacking. This session will take a deep dive into the key values of a community shared value or public good and provide insight as to how to create a roadmap for organizations to follow. We will also walk attendees through the NEW Community Shared Value Workbook (to be release by Destinations International in conjunction with this session), which will assist organizations in this important effort.
Creating Conscious Inclusion in Destination Marketing [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 Destinations and travel brands are uniquely positioned to open the world to more people – including travelers of different gender identities, ages, abilities, ethnicities, religions, and sexual orientations – to experience and connect with new cultures, ideas and landscapes. As the industry continues to serve a more diverse customer base, inclusion is critical for destination marketers – especially in building towards recovery and sustainable tourism. Many Expedia Group brands are exploring inclusive marketing tools, campaigns and strategies based on expertise from a dedicated Inclusivity & Diversity team. Join Expedia Group Media Solutions as they share insights and learnings from those brand journeys, along with best practices on how advertisers and destination marketers can approach inclusivity in a brand-authentic way to ensure diverse travelers feel represented and welcome.
Destination Intelligence in 2021 [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 Destination Intelligence is a buzzword in the industry, but what it truly means in this 'new' era is still not entirely clear. Is it about managing your destination's metrics, or something more? How do you go about determining your destination intelligence and/or data needs? What makes a metric useful or a hindrance to your organizations goals and objectives? Join this frank discussion about how the proliferation of metrics has shaped the role of destination intelligence for the industry. Join three notable DMO Industry leaders as they discuss practical applications including building up information resources, destination development, defense of marketing budget, legislative advocacy, fundraising, and more.
Immersion into Brand USA [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 As the destination marketing organization for the United States, Brand USA promotes destinations, experiences, and attractions around the country. During this session, Brand USA will provide an overview of what we do, share insights from recent consumer travel sentiment research and how this data needs to be applied destinations as they are considering their own consumer recovery campaigns and trade outreach. This is a critical time for the travel and tourism industry and Brand USA’s quick-to-market opportunities for partners of all sizes will help welcome visitors back to the United States.
Leading Your Destination Organization with Analytics [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 The travel industry is in full recovery mode, supported by strong economic fundamentals. What can destination organizations do to establish themselves as leaders of the recovery? Adam Sacks, President of Tourism Economics, will present compelling examples of how destination organizations are successfully leading their destinations through recovery using current and predictive market insights. This session will provide practical takeaways on using data analytics for more effective decision making as well as for advocacy and community engagement.   
Leveraging Up Sports Tourism in College and University Towns [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 Collaborating with your local institutions of higher education can play a key role in leveraging destination sports tourism efforts to drive visitation, positive community impact, and brand awareness. This session will feature discussion on how to cultivate successful working relationships between local colleges/universities and tourism officials, regardless of market or institution size. Panelists include both destination and intercollegiate athletics representatives who will openly share examples and learnings to foster mutually beneficial outcomes for DMO sports tourism efforts and local institutions.
Local Stakeholder Engagement [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 Most destinations have an untapped market of local stakeholders that are not currently participating in their local tourism ecosystems. This discussion with top cultural heritage thought leaders will provide insights on how to leverage your local cultural heritage tourism assets to expand local experiences to cultural travelers and African American leisure travelers. The group will also provide important information on how best to approach and engage with local stakeholders in your tourism marketing efforts.
LOI: The New Destination Booking Agreement [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 Join this discussion with the sales professionals who will provide insight into changes and revisions that need to happen in LOAs/LOIs and why is it critical for the CVB sales community to support these efforts. Discussion will include an overview of what has been experienced in terms of loss in each destination as well as where we are headed with this work in terms of championing the newly drafted guiding principles.
Navigating the Future of Meeting and Convention Travel [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 As many destinations look to make crucial decisions regarding capital investments, marketing budgets and overall growth plans for meetings and conventions, there is a tremendous opportunity to pivot strategies based on changing attendee and planner sentiment. Community recovery depends on accelerating the return of meetings and convention travel and being equipped with timely data and insights has never been more critical. MMGY Travel Intelligence, in partnership with Visit Denver, just completed the first round of an in-depth meeting and convention survey developed to better understand the mindset, intentions and preferences of meetings and convention attendees. This panel of industry leaders will discuss topline survey results including future trends and how they will navigate the emerging meetings and convention landscape in the coming months and years.
New Destination Tools for Luring Talent to the Community [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 In the 2001 book “The War for Talent,” the McKinsey-based authors stipulated that a firm’s ability to attract and retain talent would be one of the key competitive factors going forward. In the years since, communities have joined the effort and are marketing themselves as a place people want to live, work and visit. Join this panel of destination and economic development organization leaders who will showcase best practices on how to target to specific talent cohorts, provide insight into working with your economic development and workforce partners to understand where your destination organization can have a great impact, and provide examples of how to align and engage with community partners to begin discussions for joint funding of talent recruitment initiatives.
People-First Destination Stewardship [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 Destination organizations are increasingly becoming holistic destination managers, with accompanying brand stewardship, product development and even workforce development roles; they also must respond well to the continuing rise of online gig marketplaces serving visitors and to newer implications for destination marketing/management resulting from COVID-19. People-first destination stewardship is a proven approach, built on the concept of permatourism, that joins university/industry/government forces to incubate/support tourism microbusinesses, co-create hyperlocal/on-brand experiences for visitors and build community coalitions between traditional/tourism-related economic development stakeholders. This presentation will illustrate examples of destination stewardship elements that presenters have pursued in Raleigh, N.C., as well as in other places worldwide.
The Rise of Remote Work Programs [Recording]
Recorded 07/14/2021
Recorded 07/14/2021 Every destination organization in America is desperate to find the secret formula that will spur the return of travel. At the same time – corporate America is grappling with the concept of the “future of work.” One thing we know for sure is that remote work in some form is here to stay. While economic development organizations (EDO) have been championing the concept of talent attraction marketing for nearly a decade, this new concept of remote work has opened doors for marketing collaboration between destination organizations and and EDOs. In this session, we’ll focus on the remote work opportunity – how forward-thinking destinations from Chattanooga, to Tulsa to Barbados have overcome challenges to create and launch remote work programs and which audience is the best future prospect for remote work campaigns. Participants will leave with a blueprint for how travel destinations across the globe can collaborate with their local EDOs to launch remote work campaigns this year.
Travel Sentiment: A Guidepost for Recovery [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 Sentiment has become an essential metric for the travel and tourism industry. This has emerged as a guidepost for the industry to inform reopening strategies, messaging to residents and visitors, and a predictor for where the market is headed. Now that a year of gathering sentiment data throughout the pandemic is in, join us to see how these data points aligned with the market patterns, and how the industry has leveraged these insights to drive strategy and inform decision making.
Turning Mayhem into Organizational Transformation [Recording]
Recorded 07/15/2021
Recorded 07/15/2021 We are being bombarded by data, research, facts and figures like never before. Now is the time to declutter the data, get rid of old metrics and challenge the industry to measure something hard. How do you determine what data to obtain, keep or get rid of? How can you develop and embrace new KPIs that focus on the resident as well as the visitor? How do you make a compelling case to your stakeholders to affect change in your community? Join this candid discussion with four industry leaders who will provide insight on what they’re measuring differently this year, why it’s important, and how you can do it too.
Concurrent Session Slides
2021 Futures Study [Slides]
Open to download resource.
Open to download resource.
2021 Tourism Lexicon [Slides]
Open to download resource.
Open to download resource.
Building Content Strategies That Drive Visitation [Slides]
Open to download resource.
Open to download resource.
Community Shared Value Roadmap and Workbook [Slides]
Open to download resource.
Open to download resource.
Creating Conscious Inclusion in Destination Marketing [Slides]
Open to download resource.
Open to download resource.
Destination Intelligence in 2021 [Slides]
Open to download resource.
Open to download resource.
Immersion Into Brand USA [Slides]
Open to download resource.
Open to download resource.
Leading Your Destination Organization with Analytics [Slides]
Open to download resource.
Open to download resource.
Leveraging Up Sports Tourism in College and University Towns [Slides]
Open to download resource.
Open to download resource.
Local Stakeholder Engagement [Slides]
Open to download resource.
Open to download resource.
Navigating the Future of Meeting and Convention Travel [Slides]
Open to download resource.
Open to download resource.
New Destination Tools for Luring Talent to the Community [Slides]
Open to download resource.
Open to download resource.
The Rise of Remote Work Programs [Slides]
Open to download resource.
Open to download resource.
Turning Mayhem into Organizational Transformation [Slides]
Open to download resource.
Open to download resource.