SEMINAR SCHEDULE

THURSDAY, MAY 8

9:45 – 10:45 a.m.

“Your Culture of Well-being”
Speaker: Mark Mohammadpour

What we remember about the places we work comes down to our experiences with a handful of people: the executive you respect and trust … the peer you rely on for accountability … the up-and-coming leaders you manage. This small group of people defines our relationship with a company. They’re the people we work with the most, get information from, and know the most about our purpose. And it’s this purpose that impacts our confidence and productivity, our mental health, our physical health, and other aspects of our well-being. This highly interactive and engaging signature talk delivers the five steps to creating a Culture of Well-being within your organization. These steps have helped shape healthy team cultures around the world.

11 a.m. – noon

“Extending the Season: Increase Your Business During Shoulder and Off-Seasons”
Moderator: Laura Powell
Panelists: Val Jonsdottir, GJ Travel-Iceland & Greenland; Anjuli King, Visit Savannah; Katy Ouellette, Visit Anchorage
Sponsored by Biltmore Estate

For many destinations, there are obvious peak seasons and obvious off-seasons. But what if an “off” season is actually the season to take your group to a destination? Travel writer Laura Powell will be joined by a panel of NTA members to talk about how they’ve found benefits in travel during non-peak seasons … from the perspectives of both DMOs and tour operators.

“Taking Control: A Practical Approach to Cyber-security”
Speaker: Arshad Noor, Strongkey
Sponsored by Delta Air Lines

The internet has become extraordinarily complex in the last decade, with data breaches compromising billions of customer records, vulnerable cloud service providers, incessant ransomware attacks, and a type of artificial intelligence that threatens to turn our world upside down with fake news, fake images, and fake transactions. This session will explain fundamental areas of technology that can remove significant portions of risk from your work environment. We’ll also cover defense mechanisms you can take advantage of currently to distinguish authentic content from the spurious, and the session will conclude with a discussion of proven technologies that can immediately distinguish trustworthy information from AI-generated data. Armed with this information, you will learn how to defend yourself while investing in the most important asset necessary to manage cyber-risk: knowledge and new skills!

1:30 – 2:30 p.m.

“Wellness Travel Trends 2025”
Speaker: Laura Powell
Sponsored by Asheville CVB

The increased popularity of wellness tourism presents opportunities for attractions, hotels, DMOs, and tour operators. No longer is wellness confined solely to spas and yoga retreats. Instead, new definitions of wellness are expanding the boundaries, providing destinations new options for developing wellness tourism assets. What’s more, many of these options can be developed without spending a dime. In this session, Laura Powell, an international wellness tourism expert, will explore what constitutes a wellness experience, and she will provide ideas for developing wellness tourism products and wellness tourism trails.

“The State of Travel and the Trends to Know”
Speaker: Erin Francis-Cummings
Sponsored by Sight & Sound Theatres

Erin Francis-Cummings of Future Partners presents the latest travel trends and predictions for North American travelers in 2025. This hour-long session explores evolving behaviors, motivations, and preferences shaping the travel landscape, providing a comprehensive understanding of what’s driving travel decisions today and in the year ahead. You will gain actionable takeaways to refine your messaging and marketing strategies, ensuring relevance and resonance with diverse traveler segments. Whether you’re aiming to connect with leisure explorers, adventure seekers, or international voyagers, this session equips you with the knowledge to stay ahead in a competitive marketplace.

2:45 – 3:45 p.m.

“Intentional Leadership for Enterprise Development” | Part 1
Speaker: Andrea Ross, Cultivate Advisors
Sponsored by Experience Grand Rapids

With hybrid work, the introduction of AI, and an ever-changing world, it is more important than ever to embrace strong leadership within our companies and organizations. As leaders, we need to bring intentionality to our leadership roles. Business advisor Andrea Ross will walk us through how we as leaders can embrace situational leadership and develop strong performance culture. The second half of this session will be a workshop examining the Enterprise Value of your business or organization. This deep-dive workshop will help you build out a roadmap for growth and help you decide where to focus your leadership in order to have the biggest impact.

4–5 p.m.

“Intentional Leadership for Enterprise Development” | Part 2
Speaker: Andrea Ross, Cultivate Advisors
Sponsored by Experience Grand Rapids

FRIDAY, MAY 9

9:30 – 10:30 a.m.

“Update from the Experts”
Panelists: Jeff Ment and Lisa Curtin, Compass US Accountants & Advisors
Sponsored by Softrip

In the ever-changing world of group travel, it’s important to stay on top of new developments that affect business. As a follow-up to their popular webinar several months ago, NTA’s trusted experts will give Contact attendees the latest updates on current issues, and you’ll have the opportunity to ask questions of the panelists.

“Unlocking AI’s Potential: Practical Strategies for Marketing in 2025”
Speaker: Michelle Stark, Red Sage Communications
Sponsored by Airwallex

AI isn’t the future—it’s the now. From crafting personalized visitor journeys to automating content creation and uncovering data-driven insights, we’ll dive into practical ways DMOs, CVBs, and attractions can harness AI today to stand out and connect with travelers like never before. At the end of this session with Michelle Stark, growth executive at one of the United States’ leading boutique travel and tourism marketing agencies, you’ll walk away with actionable strategies you can implement immediately—no tech expertise required.

SATURDAY, MAY 10

9:45–10:45 a.m.

“Designing & Marketing Meaningful Travel Experiences: Turning Insights into Action”
Greg Takehara, Tourism Cares
Panelists: Kelly Fields, Fields Trips; and Keith Snode, Group Travel Odyssey
Sponsored by Circle Michigan

This seminar will provide practical guidance on incorporating meaningful travel into your product offerings and marketing strategies. Learn how to craft experiences that appeal to sustainability-minded travelers, communicate your impact effectively, and align with emerging industry trends. We’ll showcase case studies from DMOs and tour operators who have made sustainability a competitive advantage. Participants will also engage in interactive discussions and receive actionable tools to develop and market your meaningful travel offerings.

“Shedding Light on Dark Tourism”
Speaker: Dianna Stampfler
Sponsored by Travel Oregon

For generations, travelers have been seeking out dark tourism destinations and events for historical, cultural, and entertainment value. From Salem’s witch trials and the Jack the Ripper Tours in London to the voodoo legends of New Orleans’ French Quarter and the vampires of Romania, globetrotters are drawn to the mysteries that these locales unveil—especially millennials and Gen Zers. Tour operators looking to tap into the younger audiences should consider adding paranormal or dark tourism offerings to your itineraries, working with DMOs, lodging properties, guides, and other organizations who are also keen on sharing their once-taboo stories.

11 a.m. – noon

“All-attendee Power Hour”
Moderators: Catherine Prather, NTA, and Monique von Dijk-Seppola, Scandinavia Tours

Wrap up your time at Contact by joining your NTA colleagues for an interactive capstone session. You’ll have the chance to share key takeaways from what you learned during our time on Mackinac Island, and you can also discuss practical next steps for implementing these ideas once you get home.