AI is changing how travelers plan, discover and experience destinations. We bring together voices from across the travel and tourism industry for honest conversations about what's working, what's not and what's next.
Brand USA's First Year of AI: From 15,000 Conversations to Traveler Intelligence
Janette Roush and Chelsea Benitez (Brand USA) unpack the trends, patterns and traveler behaviors that emerged in the first year of their AI-powered trip planning experience on VisitTheUSA.com — where travelers from 35 international markets have had nearly 15,000 planning conversations, giving Brand USA a rare window into what international visitors are actually looking for.
Beyond the Chatbot: How DMOs Are Putting AI-Powered Trip Planning to Work Across Their Marketing Mix
Storm Tussey (Discover Puerto Rico), Tracy Weingard (Visit Truckee-Tahoe) and Blake Dinkelman (Travel Wyoming) pull back the curtain on how they're putting AI to work across their entire marketing mix — from paid campaigns and email to blog content and new site builds. Hear how small changes drove outsized results, including a 51% increase in actual destination visitation and sessions that ran 6x longer.
AI at the Point of Stay: How Hotels and Destinations Are Elevating the Traveler Experience
Scott Oklin (Visit Anaheim), Diane Charno (Visit Myrtle Beach) and Leslie Inlow (The Landsby) explore how AI is connecting destination expertise across the full visitor journey — from early discovery to in-destination moments — expanding the concierge role and surfacing experiences travelers might not otherwise find.
Behind the Build: Brand USA's New AI Site
Janette Roush (Brand USA), Dan Rosenbaum (Brand USA) and Gray Lawry (Miles Partnership) share how they reimagined the America the Beautiful website — building an AI-powered trip planning experience at speed, integrating 300+ calls to action and reshaping what a DMO website can do.
AI & the Future of California Tourism
Lynn Carpenter (Visit California), Rob O'Keefe (See Monterey) and Jackie Calvert (Visit Truckee-Tahoe) share how they're using AI to personalize trip planning, surface local partner content, and respond to real-world events in real time — including during the LA wildfires.
How Leading DMOs Are Leveraging AI in 2025
Robert Patterson (MMGY), Dalissa Zeda-Sánchez (Discover Puerto Rico), and Lee Nettles (Outer Banks Visitors Bureau) share real-world experiences using AI to turn inspiration into action — delivering personalized trip plans, surfacing local partners, and driving meaningful engagement.
