Travel Industry Conference Agenda

Monday, April 13

Pre-Conference Grant Writing Workshop

For a small additional fee, attendees can attend this workshop to better understand funding requirements, craft stronger applications, and increase their chances of securing financial support for tourism projects.

First-Time Attendee Social

Newcomers should head to Playmakers at our host hotel, the Canad Inn, for a social. Build connections and get a headstart on networking during this first-time attendee event.

Opening Reception

Our 2026 North Dakota Travel Industry Conference officially kicks off with an opening reception at The Olive Ann Hotel. Experience one of downtown Grand Forks’ newest boutique destinations where historic architecture meets modern luxury, inspired by aviation pioneer Olive Ann Beech. The social features live music, great food, and opportunities to network.

Shuttles from the Canad Inn will start at 5:30 p.m. and run continuously. 

Tuesday, April 14 - WEAR YOUR LOGO DAY

General Session – How Savvy Destination Marketers are Augmenting Their Unique Talents Using the Magic of AI
Keynote Speaker Andrew Davis

AI is truly awe-inspiring. But most AI-generated content, emails, and strategies are generic at best. That is, until you start building your Digital Doppelganger. Author and worldwide speaker Andrew Davis will show us how to be more productive and move from AI to IA: Intelligence Augmentation. 

• How to Make Your Creative Assets Impossible to Ignore
  Natalie Bartelme, Odney

  Don’t just show your destination—make people feel it. Go behind the scenes of award-winning tourism creative and learn how to spot authentic moments, guide talent and shots naturally, and capture “in-between” magic. Walk away with actionable tips to create content that connects, inspires, and elevates your destination across every channel.

• Digital Discovery in the Age of AI
  Carrie Tomlinson, Miles

  As AI-powered search reshapes how travelers discover destinations, this session explores what it means to be found, and trusted. We’ll examine how AI-driven discovery works, what’s changing from traditional SEO, and how your destination can rise to the top as a credible, compelling resource. You’ll leave inspired and equipped with practical tools and a clear path forward to confidently navigate this new era of digital discovery.

• Unified Brand, Local Flavor: Crafting Countywide Marketing that Resonates Everywhere
  Tim Crouson, Destination Ann Arbor

  Serving an entire county comes with opportunities and challenges to ensure content feels authentic and represents every unique destination within the county. This session will highlight the work Destination Ann Arbor is doing to bridge this gap and be intentional in our representation, both geographic and social. This session will dive into techniques used to do this, reporting to stakeholders, and how we get the message out that we are here for every community.

The State of the Industry Luncheon

This annual industry luncheon features a presentation and latest updates from Tourism Director Sara Otte Coleman.

General Session – Creative Risk isn’t Reckless – It’s Required
Matt Stiker and Katy Livingston, Madden Media

Is destination marketing today just a scroll-fight for attention in a world where AI-generated meh is becoming too common? Playing it safe or wading into the sea of sameness won’t spark anything. This session is designed to inspire some creative risk taking. 

• 7 Mistakes That Turn a Brand Refresh into A PR Crisis
  Ashton Hauff and Ben Brick, The Good Kids

  A brand refresh should be a celebration of your community’s future, not a headline in a PR nightmare. History is full of well-intentioned rebrands that went south fast. Join The Good Kids as we deconstruct the most expensive branding blunders in tourism and municipal marketing. You’ll learn why community contests usually backfire, how "too many cooks" killed the London Olympics logo, and the secret to navigating stakeholder feedback without losing your vision. Don't let your next project become a cautionary tale; learn the 7 pitfalls to avoid before you ever touch a pixel.

• If You Market (Wisely), They Will Come
  Adam Johnson, Sojern

  The evolution of digital marketing and what it takes to get visitors to your destination. Join us for an in-depth look at the State of Destination Marketing 2026 report highlighting how digital marketing is changing for destinations across the globe in 2026. 
  
  We’ll take a look at:

  • What factors influence long-term marketing strategies
  • Which KPIs do Stakeholders find most valuable
  • What are the primary challenges when using data

We’ll follow this high-level analysis by diving into specifics on North Dakota and what the summer traveler looks like (are they Canadian?) and how they’re behaving in planning their next North Dakota Getaway. 

• What Actually Works for Small Destinations: Lessons from 1,000 Creator Visits
  Chris Lukenbill, Shrpa

  Social media has changed. It's not about followers anymore, it's about interests. And that shift is actually great news for small and rural destinations that know how to tap into the right content.

  This session draws on hundreds of destination partnerships and thousands of creator visits to share the real lessons: what can go wrong, how to prepare, and the shortcuts that actually work. We'll break down the difference between creators and influencers, why that distinction matters more than ever, and how to give your content multiple lives without a big budget or a big team.

  Whether it's a cultural moment capturing national attention, like the Teddy Roosevelt Presidential Library opening this summer, or everyday community interests, every small destination has a story worth telling. You'll leave with a practical playbook for accessing user-generated content from your community and using it consistently, even if you're a team of one. 

NETWORKING ROUNDTABLES

This isn’t your typical roundtable session. Part networking, part social – rotate through roundtable conversations with industry peers while enjoying food, drinks and great company. Roundtable topics include: sales, sports marketing, media, social media, advocacy, working with the ND Native Tourism Alliance, and Commerce grant programs.

Wednesday, April 15

GOVERNOR’S AWARDS BREAKFAST

Our final day of the 2026 conference begins by celebrating the people and organizations moving North Dakota’s tourism industry forward. The Governor’s Awards Breakfast is a new tradition, letting the day dawn in recognition of the outstanding achievements and efforts across the industry. Join Lt. Governor Michelle Strinden, Commerce Commissioner Chris Schilken, Tourism Director Sara Otte Coleman, and NDTIA President Julie Rygg as we honor the partners who help make North Dakota a remarkable place to visit.

General Session – Tourism Talks: A Legislative Conversation

Advocacy starts with conversation. Hear directly from a panel of legislators about the issues shaping North Dakota’s future and how the tourism industry can effectively engage in the process. Bring your questions and gain insight into how policy decisions connect to communities, attractions, and events across the state.

Closing Session – Myth or Reality? Separating Tourism Fact from Fiction

The travel industry is full of buzzy trends – but which ones should we act on, or worry about? Wondering if websites will survive in the world of AI? Can classic attractions still draw a crowd? Who really uses social media to plan trips? In this interactive session, we’ll put some tourism topics to the test. 

This session concludes with a Grab-and-Go Lunch option.