2026 Schedule

This schedule is subject to change. Please check back for more details as we get closer to next year's Summit!

Tuesday, April 28, 2026
9:00 am - 10:00 am	Registration Set Up	Lower Lobby
10:00 am - 1:30 pm	Exhibitor Set Up	Oscar Wilde Grand Ballroom
10:00 am - 7:00 pm	Registration Desk Open	Lower Lobby
10:30 am - 1:30 pm	FAM Tour of Area	Killington Area
12:00 pm - 1:30 pm	Lunch On Your Own
Breakout Sessions See details
1:30 pm - 2:30 pm	From Plan to Practice: Operationalizing Vermont’s DMP The Future of Destination Marketing and its Professionals	Northstar I Northstar II
2:30 pm - 3:00 pm	Visit with Sponsors	Oscar Wilde Grand Ballroom
Breakout Sessions See details
3:00 pm - 4:00 pm	From Plan to Practice: Operationalizing Vermont’s DMP (Repeat) Marketing Risk Profile 2.0: Thriving in the Age of Accelerated Change	Northstar I Northstar II
4:00 pm - 4:30 pm	Visit with Sponsors	Oscar Wilde Grand Ballroom
5:00 pm - 7:00 pm	Networking Mixer and Welcome Reception Kick off the Summit with our Networking Mixer and Welcome Reception! This year, we’re adding a fun twist with Networking Bingo, a lively and playful challenge designed to help you connect with fellow attendees. Grab your bingo card upon arrival, mingle around the room, and complete a line to enter the drawing for fun prizes.	TBA
7:00 pm - 10:00 pm	Dinner On Your Own
Wednesday, April 29, 2026
7:45 am - 5:00 pm	Registration Desk Open	Lower Lobby
8:00 am - 9:00 am	Breakfast with Sponsors	Oscar Wilde Grand Ballroom
9:00 am - 10:00 am	Welcome & Keynote Vermont Department of Tourism & Marketing Update - Heather Pelham	Oscar Wilde Grand Ballroom
Breakout Sessions See details
10:00 am - 11:00 am	Creating New Worlds for New Audiences: How The Shires of Vermont Pivoted its Brand to Reach New Travelers Brave New World of Public Relations – How to Score Earned Media in a Changing Landscape Understanding Vermont’s Visitors: A 13-Month Study of Traveler Journeys, Behaviors, and Perceptions From Hype to Habits: AI Guardrails and Policies That Protect Your Business	Gateway I & II Escapade I Northstar I Northstar II
Breakout Sessions See details
11:30 am - 12:30 pm	More than ADA Approved: Becoming a Destination for Tourists with Disabilities Reviving the Spark to Thriving: Proven HR Strategies to Address and Prevent Employee Burnout Tourism as a Catalyst for Vermont's Population and Demographic Revival Generative Engine Optimization (GEO): A New Era of Visibility	Gateway I & II Escapade I & II Northstar I Northstar II
12:30 pm - 1:30 pm	Lunch & Visit with Sponsors	Oscar Wilde Grand Ballroom
1:30 pm - 2:15 pm	General Session - Update on current and future developments at Killington – Amy Laramie, Killington Resort VP of Brand Marketing & Events	Oscar Wilde Grand Ballroom
2:15 pm - 2:45 pm	Break & Visit with Sponsors	Oscar Wilde Grand Ballroom
Breakout Sessions See details
2:45 pm - 3:45 pm	Social That Serves the Strategy: An AI-Assisted Marketing System for Destinations From Chaos to Clarity: Tech Strategies Every Vermont Tourism Business Needs Now Building Vermont's Culinary Infrastructure: A Digital Roadmap for Food Tourism Development Accessible Tourism for DHHDB Communities	Gateway I & II Escapade I & II Northstar I Northstar II
3:45 pm - 5:00 pm	Closing Reception &Sponsor Raffle	Oscar Wilde Grand Ballroom
5:00 pm - 6:00 pm	Sponsor Tear Down	Oscar Wilde Grand Ballroom

Keynote Presentation

Vermont Department of Tourism & Marketing Update 
Wednesday, April 29 | 9:00am - 10:00am
Commissioner Pelham will share the Department of Tourism and Marketing's key initiatives from the past year and strategic goals for the year ahead.

Heather Pelham, Vermont Department of Tourism and Marketing
Heather Pelham has served in the role of Commissioner for the Department of Tourism and Marketing since 2019, leading the team responsible for promoting Vermont as a global travel and relocation destination, welcoming on average over 16 million visitors each year to the state and supporting an industry that brings in over $4 billion in annual economic impact. Prior to this role, Pelham served as the Chief Marketing Officer for the State of Vermont for four years and continues to consult on communications strategy and marketing initiatives across the Vermont state government enterprise. Before joining state government, Pelham was the managing partner of a central Vermont advertising and design firm for 15 years and has over 25 years of experience in creative strategy, brand management and integrated marketing campaigns.

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Networking Mixer and Welcome Reception

Tuesday, April 28th | 5:00–7:00 PM
Kick off the Summit with our Networking Mixer and Welcome Reception! 
This year, we’re adding a fun twist with Networking Bingo, a lively and playful challenge designed to help you connect with fellow attendees. Grab your bingo card upon arrival, mingle around the room, and complete a line to enter the drawing for fun prizes.
Exciting news: This event is now included with your conference registration! Join us and reconnect with colleagues, make new connections, and get ready for an inspiring and collaborative conference. 

 

Concurrent Session Details

Tuesday, April 28
1:30 pm - 2:30 pm

Tuesday, April 28
3:00 pm - 4:00 pm

From Plan to Practice: Operationalizing Vermont’s DMP
Jen Gray-O'Connor | Sr. Associate Principal, Coraggio Group; Andrew Leary | Principal, Corragio Group
TBA
About the Presenters: 

• Jen is a destination strategist and consultant for Coraggio Group. As a stewardship and destination management specialist, Jen has developed innovative engagement strategies and plans that further community-building and help destinations evolve their stewardship practices. She has worked extensively with clients to develop strategic communications that are sensitive and respectful of their goals and objectives.  
• As the Principal of Coraggio’s Travel and Tourism Practice, Andrew is passionate about the intersections of development, sustainability, inclusion, accessibility, and community resiliency. Andrew brings an innovative approach to strategic processes and applications that support engaged clients who are empowered to effect change in their destinations. He has been a keynote speaker and facilitator at travel & tourism industry conferences all over the United States and across international communities.  ​

The Future of Destination Marketing and it's Professionals
Andreas Weissenborn | VP, Research & Advocacy, Destinations International
The global tourism landscape is evolving at a rapid pace, reshaping how destination organizations define success, engage communities, and deliver value. The 2025 Destinations International Futures Study brings together the perspectives of destination leaders from around the world to identify the most pressing forces of change and the strategies needed to thrive in the years ahead.
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About the Presenter: 

• Introduced to the world of destination organizations by a random internship application to Visit Baltimore (then known as Baltimore Area Convention & Visitors Association), Andreas Weissenborn began an unexpected career into hospitality that left him with a continued passion towards the tourism industry. Weissenborn spent just short of 11 years with Visit Baltimore helping with its Research, Technology, and Information Systems across the organization. In 2017, he joined the Association on behalf of a Destinations International Foundation initiative to be a dedicated research source for Destinations International. As part of his responsibilities, include supporting our core advocacy and research initiatives such as the community shared value, the tourism lexicon, the event impact calculator, and various reporting platforms, and our belief of destination promotion being a common good for the greater good.​

From Plan to Practice: Operationalizing Vermont’s DMP (Repeat)
Jen Gray-O'Connor | Sr. Associate Principal, Coraggio Group; Andrew Leary, Principal, Coraggio Group
TBA
About the Presenters:

• Jen is a destination strategist and consultant for Coraggio Group. As a stewardship and destination management specialist, Jen has developed innovative engagement strategies and plans that further community-building and help destinations evolve their stewardship practices. She has worked extensively with clients to develop strategic communications that are sensitive and respectful of their goals and objectives.  
• As the Principal of Coraggio’s Travel and Tourism Practice, Andrew is passionate about the intersections of development, sustainability, inclusion, accessibility, and community resiliency. Andrew brings an innovative approach to strategic processes and applications that support engaged clients who are empowered to effect change in their destinations. He has been a keynote speaker and facilitator at travel & tourism industry conferences all over the United States and across international communities. 

Marketing Risk Profile 2.0: Thriving in the Age of Accelerated Change
Ross Evans | Vice President, Redpoint Marketing
Last year, we explored how to assess your marketing risk tolerance and make smart choices about emerging trends. This year, we’ll take the conversation a step further. The pace of change in digital marketing has hit a watershed moment. Unlike the gradual rise of social media, where we had years to adapt, AI and automation have transformed the landscape almost overnight. Many tourism professionals are feeling unsteady, unsure when to jump in, how to keep up, or whether to trust the new tools at all. In this 2.0 session, we’ll validate those fears (you’re not alone!) and then move beyond them. Together we’ll look at how to evolve your marketing risk profile to not only function but thrive in this new era. Through fresh case studies, practical frameworks, and open discussion, you’ll learn how to balance caution with curiosity, build confidence in your decision-making, and embrace change without losing your footing. 
Session Takeaways: 

• Understand how today’s “AI moment” is reshaping marketing risk. 
• Learn strategies for adapting your own tolerance for uncertainty. 
• Discover real-world examples of tourism businesses managing innovation wisely. 
• Leave with a clear framework for deciding when to adopt, test, or wait on new trends.  

About the Presenter: 

• A Redpointer since 2013, Ross leads the team for all our digital marketing and website design programs. Clients love his ability to translate complex and elusive digital concepts into layman’s terms. It fosters better decision-making and collaboration when clients are fully engaged in both processes and outcomes.    It’s also what makes him an excellent trainer. He’s often sought after by industry associations and DMOs around the globe to educate their stakeholders on digital marketing strategies and trends. From the Tourism Industry Association of Prince Edward Island to the Saint Lucia Tourist Board, he’s often tapped to speak on topics such as email marketing, PPC & SEO, social media, and more. He’s also one of the founding organizers of the United States Tour Operators Association’s Annual Digital Marketing Academy, and when he leads Redpoint’s own Marketing Boot Camps, they’re always sold out. An avid golfer with a well-known love of coffee, Ross was the Director of Marketing & Ecommerce for luxury home décor company Simon Pearce before hopping the agency fence to join Redpoint.​

 

Wednesday, April 29
​10:00 am - 11:00 am​

Creating New Worlds for New Audiences: How The Shires of Vermont Pivoted its Brand to Reach New Travelers
Matt Harrington | Executive Director, Southwestern Vermont Chamber / Shires DMO; Aaron Frey| Founder/CEO, Matt Olive
Tourism landscapes are changing - and so are the travelers we serve. A growing number of BIPOC and diverse audiences are seeking meaningful getaways outside of major metropolitan areas. At the southern border of Vermont, The Shires offers exactly that: a welcoming, culturally rich escape that feels both new and accessible. Through the Vermont T-Grant, The Shires of Southwestern Vermont launched a bold marketing campaign with Matte Olive that reimagined the region for new and diverse audiences. Using data-driven insights (Placer.ai), focus group testing, and national media partnerships (Hearst Media), we built an inclusive brand campaign—“Reconnect in The Shires”—that celebrates cultural diversity and invites first-time, energetic travelers to discover Vermont.  The creative feels like an invitation, not a pitch. We’re not selling Vermont - we’re showing people how it feels to be here, no matter their background. Moments of warmth, casual connection, and local charm are center stage. These aren’t actors - they’re real people, and the energy is come-as-you-are. Trust is built through tone and touchpoints, not polish.  This session will showcase how collaboration, creativity, and data intelligence combined to create “new worlds” for new audiences—and how other Vermont destinations can pivot their brands to attract tomorrow’s visitors today.  

About the presenter:

• Matt Harrington serves as the Executive Director of the Southwestern Vermont Chamber of Commerce, where he leads initiatives in business advocacy, economic development, and regional promotion. He also oversees the Shires of Southwestern Vermont Destination Marketing Organization (DMO) and Bennington State Welcome Center, responsible for tourism and hospitality efforts across the region, and is the founder of the Shires Young Professionals, which now boasts more than 160 members with monthly programming and mentoring opportunities. Matt has been recognized as one of VermontBiz’s inaugural 91 Influencers of Vermont (2025), and previously as a 40 Under 40 Rising Star (2017). He earned the prestigious Certified Association Executive (CAE) credential, and is a graduate of the national Institute for Organization Management, where he now serves as faculty. During his tenure at the Chamber, he has spearheaded dynamic initiatives including regionalizing the Chamber to serve 17 communities within Bennington County, producing new events including the Women in Leadership Luncheon, the B2B Golf Classic, the Homebrew Festivals, and the Heart of the Shires Nonprofit Luncheon.  During the pandemic, Matt led the transformation of the Chamber’s signature Garlic Fest into Garlic Town USA, which today draws thousands to downtown Bennington each Labor Day weekend. A Bennington native, Matt attended college in New York before returning to his hometown, where he now lives with his wife Kelly, a local architect, and their daughter Lincoln.
  
• Aaron’s experience in design, dev, and marketing has taught him the importance of a macro approach to strategy where all those elements work together in one ecosystem. While growing up dreaming of inventing things, he grew to love challenges and was fueled by the curiosity to learn more. His early career was a mix of roles at startups in tech and marketing, freelance, then the launch of Frey Brothers Media. After running FBM for 10+ years Aaron rebranded the agency to Matte Olive. Over the last 13 years Aaron has successfully ran campaigns for businesses of all sizes from local shops to international brands. Aaron’s vision for Matte Olive is to meet brands where they are at and help them along on their journey.

Brave New World of Public Relations - How to Score Earned Media in a Changing Landscape
Kathy Bennett | Owner, Kathy Bennett Marketing, LLC
In today’s crowded media environment, breaking through the noise takes more than sending a press release and hoping for coverage. This session explores how outdoor brands, resorts, and tourism businesses can earn meaningful media attention by blending timeless PR skills with modern tools. At its core, public relations is about trust and credibility—hallmarks of earned media. While advertising has its place, research shows earned media drives stronger conversion rates and lasting brand equity. Journalists and influencers remain trusted sources, and becoming part of their storytelling stream gives businesses a competitive edge.    But relationships alone aren’t enough. Today’s PR professionals also need a smart tech stack—tools for identifying journalists, tracking queries, and distributing content efficiently. Yet technology is only as powerful as the strategy behind it. A database isn’t a pitch; thoughtful messaging and personalized outreach still win the day. AI is another emerging tool. Used well, it can streamline editing, research, and content adaptation. Used poorly, it risks credibility. The takeaway: AI should support PR, not replace it. In fact, PR fuels LLMs and improves your AI search results.  Attendees will also learn how to craft pitches that resonate—short, relevant, and timely—while supporting them with visuals, quotes, and easy access to facts. Media kits and familiarization tours still matter, as does thinking like a newsroom: being timely, responsive, and reliable. Case studies from New England ski areas and tourism businesses will show how timely pitches and targeted outreach have translated into national coverage and measurable results.

About the Presenter: 

• Kathy Bennett is the owner of Kathy Bennett Marketing, LLC, a PR consultancy specializing in travel, tourism, and outdoor recreation. A ski industry veteran, she held leadership roles at Cranmore, Loon, and Waterville Valley. Her client roster has included top New England tourism brands such as Ski NH, AMC, Gunstock Mountain, Mt. Washington Valley Chamber, Purity Spring Resort, and White Mountain Hotel. She also served seven years on the New Hampshire State JPP Tourism board. FMI: www.kathybennettmarketing.com.​

Understanding Vermont’s Visitors: A 13-Month Study of Traveler Journeys, Behaviors, and Perceptions
Erin Dinkel | Director of Research, Downs & St. Germain Research; Jordan Turner | Project Director, Downs & St. Germain Research
From October 2024 through October 2025, Downs & St. Germain Research conducted a large-scale study on visitors to Vermont. The study used survey data collected online and in person at locations across the state to understand the typical Vermont visitor, from pre-trip planning to trip experiences to post-trip reflections. It also involved examining both regional and seasonal differences in visitor patterns as well as extracting multiple distinct visitor personas. This presentation will use the study’s findings to provide a comprehensive, data-driven look into Vermont’s visitors by:   

• Explaining the logistics of the data collection, including measures taken to ensure the data accurately and fully represents Vermont’s visitors 
• Examining key visitation drivers, including the role of advertising
• Exploring visitor behaviors while in the state, including where and on which activities they spend their time and money
• Focusing on visitor satisfaction and visitor reflections on Vermont’s areas for improvement
• Looking at differences on all of these topics among Vermont’s regions, seasons, and visitor personas

​The presentation will offer a comprehensive understanding of Vermont’s tourism landscape, providing valuable insights for industry stakeholders

About the presenter:

• Erin is the Director of Research at Downs & St. Germain Research, where she leads the firm’s research operations and ensures projects deliver actionable insights for clients. She joined the team with a strong background in Tourism, Recreation & Event Management and Economics. Prior to DSG, Erin worked as an Event Manager with the University of Florida, collaborating with numerous stakeholders and destinations to facilitate academic conferences and events. At DSG, she oversees data collection across multiple destinations, maintains high data quality standards, and develops client reports with clear, strategic recommendations. She also serves as a primary client contact and is a frequent presenter on behalf of client research initiatives. Erin holds Bachelor of Arts degrees in Tourism, Recreation & Sports Management and Economics from the University of Florida.  
• Jordan is a Project Director at Downs & St. Germain Research, where she focuses on questionnaire development, survey programming, data analysis, and report preparation. With prior experience in survey research, data analysis, and teaching, she contributes valuable perspectives to the team.    Jordan holds a master’s and a PhD in Social Psychology from Florida State University.   

From Hype to Habits: AI Guardrails and Policies That Protect Your Business
Dorien Morin-van Dam​ | Social Media Strategist, More In Media, LLC
Artificial Intelligence shows up in more places than most tourism teams realize. This session moves the focus from tools to trust and gives small teams simple ways to protect visitors, staff, and brand. Attendees will spot where AI already touches the visitor journey and daily operations, name the real risks they face, and build practical guardrails that fit lean teams. We will cover plain-English policy language, a lightweight review and approval workflow, simple settings that reduce common mistakes, clear disclosure that builds confidence, and a short content checklist to prevent privacy and bias missteps before they go public. Examples are tailored to destination realities such as crisis communications, international visitors, data handling, and staff wellness so AI lightens the load instead of fueling burnout. The format blends brief case examples with a guided policy sprint. Everyone leaves with three assets they can use right away: a one-page AI Policy Starter, a concise content checklist, and a 30-day Trust Sprint that aligns staff and communicates your approach to boards, partners, and visitors. Say yes to AI with confidence while protecting your reputation.  

About the presenter:

• Dorien Morin-van Dam is a Vermont-based social media strategist with nearly 15 years of experience helping brands grow through smart, sustainable strategies. A certified Social Media Manager and Agile Marketer, she also consults on AI strategy for small businesses, showing teams how to use AI in marketing responsibly and effectively. Dorien turns organic content and emerging tech into measurable results, speaks internationally, and hosts the Strategy Talks video podcast. You’ll recognize her on stage and online by her signature orange glasses, a nod to her Dutch heritage.    

 

Wednesday, April 29
​11:30 am - 12:30 pm

Wednesday, April 29
2:45 pm - 3:45 pm

More than ADA Approved: Becoming a Destination for Tourists with Disabilities
Dr. Kendra LaRoche | Executive Director, Special Needs Support Center of The Upper Valley
Brands that take disability inclusion seriously will be the real winners of the future of tourism. Last year companies who leveraged their disability DEI to benchmark their inclusion efforts achieved 1.6 times more revenue, 2.6 times more net income, and 2 times more economic profit. Globally, the disability market is 15% of the population with a disposable income of more than $8 trillion. Learn more about how to become a destination for tourists with disabilities with concrete steps to take to take disability inclusion seriously. Additionally, walk away with examples of how to market your disability-inclusive brand with exemplary marketing tools. Finally, learn how the Enable the Upper Valley campaign partners with local businesses to market disability inclusion together, producing tools for tourism companies to bring disability-targeted tourism to the area.
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About the presenter:

• Dr. Kendra LaRoche is the Executive Director of the Special Needs Support Center, a non-profit whose reach encompasses the entire Upper Valley of Vermont and New Hampshire. She founded Enable the Upper Valley, enhancing accessibility for those with disabilities in the Upper Valley through partnering with businesses to provide free training and consulting services. Dr. LaRoche is a charismatic presenter, offering meaningful advice stemming from genuine experiences.

Reviving the Spark to Thriving: Proven HR Strategies to Address and Prevent Employee Burnout 
Holly Zanes | Founder, Thrive HR Consulting & Mediation
​"From Reviving the Spark to Thriving" is a warm and engaging presentation that explores the human side of workplace burnout and offers actionable HR strategies to combat it. With empathy and insight, it guides leaders and managers at all levels through the journey of recognizing early signs of burnout, reigniting employee engagement, and fostering a culture of sustainable well-being. The presentation emphasizes the importance of psychological safety, clear job descriptions, regular performance conversations, meaningful recognition, and flexible work environments as key pillars in preventing burnout. It also highlights the role of leadership in modeling healthy behaviors and creating space for open dialogue. Through relevant examples and evidence-based and proven practices, attendees learn how to shift from reactive measures to proactive, people-centered approaches that not only revive the spark in struggling employees but help entire teams thrive. The tone is compassionate, encouraging, and humorous—reminding HR leaders that behind every policy is a person, and behind every thriving organization is a culture that cares. 

About the presenter: 

• Holly Zanes brings over 35 years of expertise to the field of human resources. Her career spans the full spectrum of HR disciplines—from compensation and benefits administration to labor relations, employee engagement, performance coaching, and talent acquisition. Her career has been shaped by her time at two vibrant academic institutions: the University of Vermont and Harvard University, dynamic and very different city-like ecosystems of higher education, where the workforce includes everyone from agronomists to Zamboni drivers, alongside lawyers, accountants, grants managers, retail staff, hospitality and custodial roles, physicians, police officers, engineers, scientists, tradespeople, and of course, educators and administrators. Holly holds a BA in Communication with a minor in Organizational Behavior from the University of New Hampshire, and earned her Master of Public Administration from the University of Vermont. During her graduate studies, she completed an internship with the State of Vermont’s Department of Human Resources, focusing on labor relations and arbitration—a foundation that continues to inform her thoughtful, balanced approach to workplace dynamics and mediation. Her commitment to conflict resolution is backed by training from Cornell University and the Vermont Labor Relations Board. Holly is also a member of SHRM, holding both PHR and SPHR certifications, and stays actively engaged with the Vermont Human Resources Association and the Northeast HR Association.  Whether coaching leaders, navigating complex negotiations, or building inclusive workplaces, Holly leads with warmth, humility, and compassion in helping people thrive. For more information about her consulting and mediation services, please visit thrive-ne.com.

Tourism as a Catalyst for Vermont's Population and Demographic Revival
Brian Gottlob | Principal, PolEcon Research
Demographic trends present arguably the greatest challenge to the long-term prosperity of the Vermont economy.  Vermont’s slow population and labor force growth and aging workforce threaten economic vitality and community sustainability, especially in rural regions. A large body of research shows that individuals are more likely to move to counties with natural, recreational, and/or cultural amenities. Our analysis of state tourism-related GDP and state population growth over the past 15 years shows a strong statistical relationship be growth in a state’s tourism economy and a state’s population growth.  Vermont, evidencing solid tourism but weak population growth, stands in contrast to its Northern New England neighbors, each of whom had much stronger population growth that is more consistent with tourism growth.  This presentation will highlight key research findings on the role of tourism in population and demographic change in a state, show how Vermont compares to other states on the impact tourism has on population and demographic trends, and demonstrate potential demographic and economic impacts from tourism evolving from an export industry into a demographic renewal engine in Vermont.  Importantly, the presentation will highlight public policies and tourism industry activities to help Vermont capture the full potential demographic and economic benefits of tourism.  Finally, the presentation will discuss how the tourism industry elevates its status as an economic driver by documenting its potential to help address the primary economic challenge facing Vermont. 

About the presenter:

• Brian Gottlob is the founder and Principal of PolEcon (POL’ EE’ CON) Research, an economic consulting firm located in Dover, NH, where he has analyzed economic, demographic, labor market, and industry trends for corporations, trade associations, government agencies, and legal/ lobbying firms.  Brian has completed studies on wide range of economic issues in NH and 30 other states. Prior to founding PolEcon, Brian was a Vice President for Fiscal and Economic Policy at the Business and Industry Association of NH. He is a member of the National Association for Business Economics and in 2025 Brian was appointed to the Advisory Board of the Boston Federal Reserve Bank’s New England Public Policy Center

Generative Engine Optimization (GEO):  A New Era of Visibility
Cassandra Razzi, Senior Business Development Manager, Orange142
AI is transforming how travelers search, with tools like ChatGPT, Gemini, and Google’s Search Generative Experience delivering instant, conversational answers. This session introduces Generative Engine Optimization (GEO)—the strategy destinations need to ensure their stories, experiences, and values appear in these results. Attendees will learn how GEO complements SEO, why inclusive content is essential for visibility, and what practical steps destinations can take today to prepare. From structuring content and using schema markup to weaving in diverse, authentic representation, this session will show how structure + storytelling + inclusivity = discoverability. I’ll share actionable insights to help ensure your destination is showing up authentically and inclusively in AI-powered search, while meeting the expectations of Gen Z and Millennial travelers—the audiences driving the future of tourism.

About the presenter: 

• Cassandra Razzi is Senior Business Development Manager at Orange142, a Direct Digital Holdings company specializing in ad tech solutions for travel and tourism. With more than a decade of marketing experience and four years focused in tourism, Cassandra helps destinations leverage data, research, and digital strategy to grow both leisure and group travel. A recognized thought leader in inclusive and multicultural marketing, Cassandra serves on the DEI board of the New York State Tourism Industry Association and has contributed to the planning of the inaugural Tourism Diversity Matters conference. Her work highlights the financial and cultural benefits of representation in tourism marketing, ensuring that destinations authentically reach and resonate with diverse audiences. Cassandra has spoken at major industry events, including the Virginia Governor’s Tourism Conference, where she emphasized the power of multicultural marketing. She brings a unique perspective shaped by both professional expertise and personal experience, fostering authentic conversations about equity, inclusivity, and the future of tourism marketing.​

Social That Serves the Strategy: An AI-Assisted Marketing System for Destinations
​Dorien Morin-van Dam​ | Social Media Strategist, More In Media, LLC
Tourism teams do not need more tactics. They need a simple marketing system that keeps strategy front and center and uses AI to speed the work without losing the plot. This session shows destination marketers how to map demand drivers, set a quarterly narrative, and run a weekly cadence that blends human judgment with AI support for research, creative briefs, and smart repurposing. We will walk through a one-page marketing system that ties story, channels, and measurement to bookings and visitor experience. Then we will break down a social media strategy many teams skip: platform roles with specific goals, content pillars aligned to seasonal demand, signature series that build community, and a remix plan that turns one strong idea into a week of posts. You will see how to keep brand voice intact, maintain accessibility, pace the workload, and avoid random acts of content. Expect clear models, practical examples, and simple prompts you can take back to your team. Attendees leave with a blueprint they can run with a lean staff, including an example AI-assisted brief and a 90-day cadence outline that keeps social in service of the plan, not the other way around. Leave with a marketing system you can sustain, and with social that actually supports strategy.  
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About the presenter:

• Dorien Morin-van Dam is a Vermont-based social media strategist with nearly 15 years of experience helping brands grow through smart, sustainable strategies. A certified Social Media Manager and Agile Marketer, she also consults on AI strategy for small businesses, showing teams how to use AI in marketing responsibly and effectively. Dorien turns organic content and emerging tech into measurable results, speaks internationally, and hosts the Strategy Talks video podcast. You’ll recognize her on stage and online by her signature orange glasses, a nod to her Dutch heritage.  

From Chaos to Clarity: Tech Strategies Every Vermont Tourism Business Needs Now
Heather Daniels | Fractional CIO & Business Consultant, AdaZai Consulting
Vermont’s tourism scene runs on creativity, community, and… a lot of spreadsheets. Between booking systems that don’t talk to each other, staff juggling manual workarounds, and the never-ending hunt for “the right software,” many small tourism businesses are stuck in tech chaos — burning time and energy that should be spent on guests.    In this engaging, practical session, Heather Daniels, Fractional CIO and Business Consultant of AdaZai Consulting, shows how to bring clarity, calm, and strategy to your systems. Drawing from 20+ years of experience bridging IT and business strategy, Heather shares her Lean Tech Framework: a four-step roadmap that helps small operators pinpoint inefficiencies, streamline workflows, and make smarter technology decisions without breaking the bank. Attendees will learn how to turn their tangled tech into a well-oiled machine that supports their goals, not sabotages them. Through an interactive “tech health check” exercise, participants will walk away with a clearer sense of where to start, what to fix first, and how to sustain long-term success.    You’ll leave knowing exactly where to start, what to fix first, and how to keep your systems running smoothly long after the summit. Because in tourism, when your operations run better, your guests feel it, and that’s what keeps Vermont magic alive.

About the presenter: 

• Heather Daniels, MBA, is the Founder and Chief Strategist of AdaZai Consulting, a Vermont-based firm specializing in aligning technology and business strategy for small and midsize organizations. With over two decades of experience in IT, operations, and process optimization, she helps businesses untangle their systems and transform confusion into clarity. As a Fractional CIO, Heather partners with organizations to modernize workflows and make technology feel less intimidating — and far more human. Known for her practical insight and down-to-earth Vermont approach, Heather helps business owners spend less time wrestling with tech and more time focusing on what they love most: creating exceptional experiences.

Building Vermont's Culinary Infrastructure: A Digital Roadmap for Food Tourism Development
Senator Rocket | Founder, Eat Vermont
This interactive workshop explores how Vermont's food ecosystem can become a structured tourism asset through strategic digital infrastructure. Participants will learn frameworks for connecting farms, restaurants, and food producers with visitors throughout their journey - from trip planning through post-visit engagement.
The session covers:

• Mapping your region's culinary assets for visitor accessibility 
• Creating digital pathways between food experiences and lodging/attractions 
• Leveraging technology to extend visitor relationships beyond their stay 
• Building collaborative networks between food producers and tourism businesses 
• Measuring food tourism's economic impact on local communities

Attendees will leave with actionable strategies to integrate culinary experiences into their tourism offerings and tools to track ROI. The presentation includes real Vermont case studies and a collaborative exercise in building food tourism partnerships.

Learning Objectives: Understand the visitor decision journey through food experiences  Identify partnership opportunities within Vermont's culinary ecosystem  Implement digital tools that connect visitors with authentic food experiences  Create measurement frameworks for food tourism impact

About the presenter: 

• Rocket is an entrepreneur and storyteller who has spent the past decade documenting Vermont's food culture through Eat Vermont, building an engaged community of 90,000 followers across digital platforms. Through video storytelling, he has featured hundreds of Vermont farms, restaurants, and food producers, creating one of the state's most comprehensive visual archives of our culinary landscape. A graduate of The Putney School '10, Middlebury College '14, and Vermont Law School '24, Rocket brings a unique perspective on community building and digital media. His work includes video series spotlighting different Vermont communities and developing a mobile platform that connects visitors with local food experiences. As both a content creator and technology developer, Rocket understands the challenges tourism businesses face in reaching modern travelers. His presentation draws from real-world experience building digital audiences and creating content that resonates with both visitors and Vermonters.

Accessible Tourism for DHHDB Communities
Laura Siegel | Director of Deaf, Hard of Hearing, DeafBlind Services, State of Vermont's DAIL​
​This comprehensive presentation addresses the crucial aspects of communication access for folks in tourism engaging with deaf, hard of hearing and deafblind (DHHDB) clients. Recognizing the importance of effective communication in tourist settings, the presentation will offer practical strategies and considerations to ensure equitable access to services for DHHDB individuals. How to effectively use sign language interpreters/captioning/accommodations in tourist-related settings
Key Points:

• Understanding DHH Diversity: Recognize the diversity within the DHH community, including variations in communication preferences such as American Sign Language (ASL), lip-reading, or written communication. 
• Effective Communication Strategies: Learn and implement effective communication strategies, including providing qualified sign language interpreters, using real-time captioning services, or utilizing assistive technology. 
• Pre-Communication Planning: Encourage clients to communicate their preferred mode of communication in advance, allowing the team to make necessary arrangements and create an inclusive environment.
• Accessible Documentation: Ensure all documents are provided in accessible formats, accommodating the diverse communication needs of DHHDB clients. This includes using plain language and offering materials in written, electronic, or alternative formats as needed. 
• Training and Sensitization: Conduct training sessions for staff on communication access awareness, fostering a more inclusive and understanding environment.
• Technology Integration: Explore and integrate communication technologies that facilitate seamless interaction, such as video relay services or online platforms that support real-time communication.
• Client-Centered Approach: Adopt a client-centered approach by actively engaging with DHHDB clients to understand their unique needs, preferences, and any additional accommodations required.
• Using Interpreters for Access: Understanding the role and scope of an interpreter.
• Securing a qualified interpreter and how to effectively use interpreting services: By prioritizing communication access, one can ensure that their services are inclusive and accessible to all clients, fostering a more equitable and supportive environment for individuals who are deaf or hard of hearing.  

About the presenter:

• Laura Siegel serves as the Director of Deaf, Hard of Hearing, DeafBlind Services for the State of Vermont within the Department of Disabilities, Aging, and Independent Living. In her role, she has undertaken diverse responsibilities, including consultation, referrals, and the provision of technical assistance. Her primary objective is to improve communication access across the state for Deaf, Hard of Hearing, DeafBlind community.