In today’s challenging environment, where destination organizations face increasing scrutiny over their effectiveness, this session will focus exclusively on the transformative power of the Website Impact Calculator (WIC) as a vital tool for marketing efficiency and advocacy. By harnessing the insights from WIC, destination organizations can demonstrate their significant contributions to local economies and community well-being through compelling, data-driven narratives. We will highlight three impactful case studies to illustrate the effectiveness of the WIC: Grand Rapids TikTok Campaign, Overland Park's Margarita Wars, and Grand Junction's PR Strategy. By the end of this session, attendees will gain actionable insights on using WIC to advocate for their organizations, ensuring that the vital impact of destination organizations is recognized and valued in these critical times. Don’t miss this opportunity to learn how to effectively communicate your destination organization’s success stories through the lens of the Website Impact Calculator.

If your destination is feeling the pressure, from visitor growth to community pushback to climate-related disruptions, this is your sign: it’s time for a shift. Stewardship can no longer be treated as a side project or a once-a-year campaign. It must become the central operating system of your destination organization. Embedded in your strategy, baked into your operations, and championed by every department. In this session, we’ll explore how to make that transformation. You’ll learn how to integrate stewardship into your organization’s core functions: planning, marketing, funding, and measurement. We’ll cover how to establish baseline assessments, build cross-sector stewardship committees, and realign your performance metrics to reflect true community value. You’ll also hear two case studies from 4VI and Visit Durango that show what this looks like in practice. This session is for any tourism leader who is ready to stop bolting stewardship onto the side of their organization and start building it into the foundation.

Join MMGY and GWI for a dynamic session that dives into one of the most powerful global travel phenomena – the FIFA World Cup. As the world gears up for the next tournament, this webinar unpacks the scale, spirit and strategic opportunities behind the World Cup related to travel for travel, tourism and hospitality brands. In "Capturing the Global Game," we’ll explore the growing influence of sports-driven tourism and what makes World Cup travelers uniquely valuable for destinations, travel brands, and marketers. From domestic superfans to international explorers, you’ll gain a first look at emerging traveler personas and their shared characteristics, differing decision drivers and media consumption habits. In collaboration with GWI, the session will also spotlight key markets and audience insights from countries with the largest volume of opportunity in this space. Learn how to connect with these high-intent travelers through your paid media strategies and craft messaging that resonates through the stages of the World Cup season.

Join the Google product partnerships experts to explore how to improve your destination's digital presence across Google's Search and AI-powered experiences. The session will include new product experiences and new feature overviews, as well as best practices for how to ensure your destination's short-form videos, small-to-medium-sized businesses, events and things to do are eligible and optimized for discovery.