In July, SoIN staff members Todd Read (Senior Tourism Manager), Seth Lieber (Visitor Experience Manager), and Luanne Mattson (Chief Marketing Officer) attended the Destinations International Annual Convention in Chicago, IL as part of their professional development. Here are some of their top takeaways from industry leaders and professionals.

"The world is a book, and those who do not travel read only one page" - St. Augustine

This quote powerfully captures why tourism matters—travel brings people together. It's an important reminder, especially during uncertain times.

Visitor & Travel Insights

  • Travelers today seek the quirky, the memorable, and the meaningful. Stories like the rumored healing water pump in Illinois can be more powerful than facts. Phrases like “legend has it” help make destinations unforgettable.
  • 65% of travelers prioritize experiences. People attend events for the atmosphere and story even if they aren't interested in the team, band, etc.
  • Sports tourism is also booming and expected to hit $1.8 trillion globally by 2030, making it a key opportunity for destinations.
  • Build relationships with visitors by understanding their preferences and behaviors rather than relying on demographics. Personal touches, like a gift card for a regular hotel guest’s favorite coffee, can boost loyalty.
  • About 27% of Americans have some type of disability. Travelers with disabilities are a growing travel segment. They often travel in groups and are more likely to recommend accommodating places. Simple efforts, like quiet spaces during events for sensory-sensitive guests, can make a big difference.

Meetings Market Tips

  • Meeting planners prioritize destinations that are safe, inclusive, and welcoming.  A destination’s safety reputation is now the top factor in their decision-making, with the political climate also playing a role. 
  • To build trust, destinations must be transparent, acknowledge challenges, and demonstrate real progress through actions like site visits and community engagement. 
  • While incentives and advertising can influence decisions, they’re most effective when combined with consistent storytelling and sustained visibility. 
  • Long-term success comes from collaboration—when DMOs, local businesses, and venues work together, they create seamless experiences that reflect a strong, unified commitment to planners.

Join us for an upcoming Team SoIN for more industry insights, or Ask SoIN to connect with us one-on-one.

View upcoming dates and more partner resources.